Iipm - Advertising Management - Lecture 1 - Overview -- Brand Marketing & Integrated Marcomm

8/6/2019 Iipm - Advertising Management - Lecture 1 - Overview -- Brand Marketing & Integrated Marcomm

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ADVERTISING MANAGEMENT

Lecture 1

OVERVIEW of BRAND MARKETING&

INTEGRATED MARCOMM

IIPM Bangalore

Faculty: Srikanth Gururaj

[email protected]


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What is a Brand?definition - name, term, sign, symbol... that identifies goods or services of one

seller


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What is a Brand?

- Dimensions that differentiate it from competition- functional, rational, tangible, or

- perceived (symbolic, emotional, intangible).

- must NOT think all are same- becomes a commodity - salt - Morton's -- when it rains it pours!

- Brands - important parts of culture and economy- around for centuries -- as a quality assurance. protect reputation

- "cultural accessories and personal philosophies

- Nike, Adidas, Levis, Ray-Ban, Liz Taylor Perfume, Yamaha, Harley

Perception of a product, service in the minds of consumers

the essence of brand equityperception is more favorable when it is revealed


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Brands Analogy (1)

Good branding brings an inanimate product or service to life

an empty apartment - steel & bricks...

people, families and their personalities bring it to life andmake it a home.

Visual

Home: colors of walls, carpets, curtains. Is it austere - few colors, tones?

Brand: what is the packing like? Is it cluttered with dense text, multiple colors, ormonotone, sparse text gives feeling of simplicity and aloofness?

Tactile

Home: feel of carpets, floor, fabrics, temperature

Brand: steel, plastic, cloth / leather.


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Brands Analogy (2)

Olfactory

Home: smells, scents in the home (cooking)...

Brand: new car smell, new books

Auditory

Home: music in the home, laughter, loud/soft ...

Brand: service experience - bank - how busy, noisy, music playing?

all together"personality"...loud, friendly family / home to reserved,

quieter, organized...


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Global Brands

IBM,Intel,Oracle,Cisco B2B higher than Nike,Sony,Apple!!

India NOT in Global Top 100 orAsianTop 100 !


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Brands in IndiaTop 10 Most Trusted

India has a presence!

No IT companies? Infosys, Wipro,Cognizant?

Nokia FinlandColgate USLux, Lifebuoy UK / Dutch

Dettol UKHorlicks UKTata Salt INDIAPepsodent UK / DutchBritannia INDIA

Reliance Mobile INDIA


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INDIAN BrandsTop 100 Most Trusted

MASSIVE GROWTH LIESALL AHEAD !

Consumer FMCG/Packaged Tata, Thums Up (Coca Cola Inc.), Amul,Parle,Godrej, Fevicol, Good Knight, Parle

BrittaniaMARUTI !!

Healthcare Dabur, Himalya, Ranbaxy

Telecom Reliance, Airtel

Financial Services LIC, SBI


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What can be Branded?Product Nokia

Service Reliance Mobile (Disney)Retailer/Store Reliance Mobile Stores (BigBazaar)

People Ambani (Tiger Woods)

Geographies Dhirubhai H Ambani Knowledge

City (Disney World)Sports Mumbai Indians (Man U)

Entertainment Reliance MediaWorks

(Eminem,)

Online/Digital All the above + online only(Amazon, eBay, Facebook)

Almost anything can be branded


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Whats the Big Dealwith Brands?

Why do brands matter for the entity that owns the brand? command a price premium and create customer loyalty.

fast recognition, trial

new products, extensions

clout with channels, retailers, licensing same company can serve different customer segments

for company - protection of investments (technical/ marketing) ...trademarks, patents, practical barrier to entry.

Why do brands matter for the consumer? signal of qualityfaster, efficient, lower-risk decision making

all the intangibles image, statement, feelings


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Traits of Strong Brands

Properly Positioned

deliver benefits & utility that consumers truly desire (try once, not again) parity & meaningfully differentiated from competition (advantage)

Effective Communications

marketing programs/messaging is consistent, integrated, long lived stays relevant - to current tastes, trends (Hindi movies insurance ads) understand pulse/mood of consumer - adjust communications, ad

campaign

Business Fundamentals

highlight/downplay own, competitors aspects, new functionality adequate resources pricing, margins for retailers/distributors are right, product pipelines


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Evolution of Brand Management

Old (1980s) New (2009)

communications real time, UGC, perfect info. competition all sizes & global time consumers mind-share

audience communitymessages conversationsstatic dynamiclook & feel experienceposing authenticity

simplicity complexity

About Business About Relationships


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10-15

MINUTE

BREAK


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Typical Brand Managers Role

Guide TheStrategic Brand Management Process

1) Identifying and establishing brandpositioningand values

2) Planning and implementing brand marketing programs3) Measuring and interpreting brandperformance

4) Growing and sustaining brand equity


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Brand Manager Coke

Job Responsibilities

Write short and/or long-term business / brand plans identifying businessobjectives, strategies, key initiatives and performance measurements

Interact with divisions/customers provide marketing services tailored to meet units' brand and

business needs. consumer insights and worldwide trends in

order to identify key issues and opportunities for profitable brandgrowth.

Develop programs and secure required budget in order to execute brandplan.

Write Situation Assessment in order to identify and prioritizebrand-building opportunities Develop and communicate written briefs for use by agencies or

suppliers (e.g., creative, advertising, packaging, product development,media, consumer promotions, merchandising, licensed or specialtymerchandise, etc.)


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Brand Manager Coke

Job - Technical Skills Required

Marketing Concepts: Knowledge of and ability to apply basic marketingconcepts (e.g., brand positioning, brand architecture, SWOT Analysis,competitive assessment, marketing objectives/strategies, consumersegmentation) used in the development of marketing plans.

Brand Equity: Knowledge of procedures used to drive increases involume and brand equity (e.g., marketing programs, licensed/specialtymerchandise and/or properties).

Marketing Operating Strategies: Knowledge of and ability to applybasic marketing operating strategies (e.g., media planning, pricingstrategies, trade/consumer promotions) used in the execution ofmarketing plans.

Marketing Research Application: Ability to leverage research resultsinto actionable marketing and business building initiatives.

Marketing Tools/Information: Knowledge of and ability to use marketingtools/information to identify and define consumer/marketplaceopportunities.


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Typical Brand Managers Role

Guide The

Strategic Brand Management Process

1) Identifying and establishing brandpositioningand values2) Planning and implementing brand marketing programs

3) Measuring and interpreting brandperformance

4) Growing and sustaining brand equity


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INTEGRATEDMARKETING COMMUNICATIONS

(MARCOMM)

Market SegmentationLeading into

Integrated MarComm


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Market Segmentation Bases

Behavioral usage rate/occasion

brand loyalty

benefits sought

Demographic income

age, sex, race, family

Psychographic activities, lifestyles

values, opinions, attitudes

Sophisticated

&

Blended

Geographic international

regional

local, ultra-local (zip

code, phone#)


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Segmentation Criteria

Some of the crucial criteria brand managers and marketing teamsshould try and adhere to while segmentingmarkets are:

Identifiable easily and distinctly?

Size big enough to attack?

Accessible distribution, communications?

Receptive favorably respond to offer & message?

Ethical socially responsible how, what is marketed?


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Defining Segments

Objective

Who? Where?

Geographic

nationality

International,regional

local, ultra-local (zipcode,phone#)

Demographic

income

age, sex, family size race, religion

education

occupation

Subjective

How? Why?

What?

Benefits

-quality, service

Social

-class (upper)

-lifestyle

-personality

Pre-Purchase

- aware, unaware

- new, switcher

Usage

- non-user, regular-light

- loyalty

How? Why? What?Who? Where

FIND MORE !!


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What is MarComm?

Communicating Messaging

Signaling

Listening

To Persuade:

Target Customer Segment&

World at Large


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Purpose ofMarComm? (1)

Like all other marketing activities

to build brand equity

Assuming other elements of the marketing program are inplace:

- Target Market / Segment

- Product Offering

- Channels ofDistribution

- Pricing, Promotions


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Purpose ofMarComm (2)

MarComm to build brand equity by:

ForConsumers

Creating awareness

Creating favorable, strong and unique associations

Stimulate desired behavior trial / purchase to experience product benefits

ForInternal Organization & Channel

Creating awareness

Educating them to close the sale Sales training

Stocking/merchandising

After sales service

Does the MarComm elicit the above responses?


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MarComm Vehicles / Touch Points (1)

Traditional Advertising

-TV, radio, print

Direct Marketing- Mail, Telemarketing

- email, personal selling, home

shopping, catalogs

Online Marketing

- Website

-Ads: display, search

- SMM, bloggers, rating sites- Email, Mobile/SMS

Location Based

- OOH: hoardings, movies, lounges

- Coffee cups, product placement

- MIX & MATCH

- DYNAMICALLY ADJUST

Channel

- Launch, training, POP, allowances,coop ads, contests, consignment/returns

Consumer

- Free trial, coupons, rebates, contests,

bonus, intro offer

Events & Sponsor-Sports, cultural, charity, festivals

PR & Publicity

Customer Service


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Traditional Advertising

Medium Pros Cons

TV mass, fast reach big budgets

rich media wastage

launch clutter

Radio local, targeted not richhigh frequency administrative

Print detailed information not richdeep segmentation long lead time

Good for awareness, launches, basic brand

building, working with channel


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OtherMarComm Vehicles

Medium Pros Cons

Direct targeted high costdetailed information image (junk)

Online intent based costs

targeted, rich hard to find

flexible -$$, messages

detailed info, customizedOutdoor events, launches short exposure

less clutter

Channel/ incent behavior cheapen/price

Consumer measurable greedy channel

Event/Sponsor endorsed, halo high cost, measure?

PR & Publicity lower costs, endorsed control of message?

Whats the objective, time horizon, budget?


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Integrating MarComm Vehicles

Assumption you understand target segment well perceptions, desires

Strategic criteria or filters to use:

Coverage proportion reached, degree of overlap?

Consistency same core meaning, message, explicit/implicit cues harmonized !

Complementary work together ads for awarenesspromotions or trial

Versatility does the medium reach more than one segment well? Mobile, internet?

COST!!! In aggregate, and cost per exposure/lead/sale

Execution criteria or filters to use:

Concentration frequency during a certain time frame

Revisions same message or how much variation?

Budgets / Costs

Proven effectiveness of the medium


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Documents

Iipm - Advertising Management - Lecture 1 - Overview -- Brand Marketing & Integrated Marcomm