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Integrated Marketing Communication
BrandingPromotion
&ReBranding
Business
The business of Business is BUSINESS
Marketing
‘Marketing is the management process that identifies, anticipates
and satisfies customer requirements profitably’
<*>‘The right product, in the right place,
at the right time, and at the right price’
Implications of marketing Who are our existing / potential
customers? What are their current / future needs? How can we satisfy these needs?
Can we offer a product/ service that the customer would value?
Can we communicate with our customers? Can we deliver a competitive product of service?
Why should customers buy from us?
The Marketing Environment and Competitor Analysis
SWOT analysisPEST analysisFive forces analysis
SWOT analysis
Strengths (internal) Weaknesses (internal) Opportunities (external) Threats (external)
PEST analysis
Political factorsEconomic factorsSocio-cultural factorsTechnological factors
Sociocultural factors Demographics Distribution of income Social mobility Lifestyle changes Consumerism (HSE) Levels of education Others?
Source: Adapted from M. E. Porter, Competitive Strategy, Free Press, 1980, p. 4.
Threat ofThreat ofsubstitutessubstitutes
Potentialentrants
Threat ofThreat ofentrantsentrants
Suppliers
BargainingBargaining powerpower
Substitutes
Buyers
BargainingBargaining powerpower
COMPETITIVE RIVALRY
Five forces analysis
Five Forces Analysis: Key Questions and Implications
• What are the key forces at work in the competitive environment?
• Are there underlying forces driving competitive forces?
• Will competitive forces change?
• What are the strengths and weaknesses of competitors in relation to the competitive forces?
• Can competitive strategy influence competitive forces (eg by building barriers to entry or reducing competitive rivalry)?
Integrating Marketing Communication to Build Brand
Market Communication
Marketing Communication: Inform Remind and Persuade Customers, directly or indirectly, about their brands [Wimbledon, DLF-IPL, Nike-Women]
Marketing Communication contributes to brand: Creating Awareness [BSRM-Highway notifications, EBL]
Linking strong favorable unique brand associating with memory [Meril beauty soap]
Eliciting Positive Brand Judgment or feelings [AB Bank – Family Friend, Allianz-Security, Femicon]
MC effectiveness
Current Brand
Knowledge
Desired Brand
Knowledge
Communications
1 2 3
I. What is your Current Brand Knowledge? Detailed Mental Map?
II. What is your desired brand knowledge?
III. How does the communication help it to move from 1 to 3
Information Processing Model
Six steps to persuade a person Exposure: Hear the Communication Attention: Notice the Communication Comprehension: Understand the Message or
Arguments Yielding: Respond favorably to the Message or
Arguments Intentions: Plan to act in Desired Manner Behavior: Act in Desired Manner
All of the steps must be met for a consumer to be persuaded
Brand by sajid
Brand
Brand Positioning and Values
Brand Positioning Who the target market is? Who the main competitor? How the Brand is similar to Competitor? How the Brand is dissimilar to Competitor?
Brand Positioning- Market? Segmentation :
Behavioral-benefit, Demographic-age/sex /family/income/race, Psychographic-lifestyle, Geographic-region/population/climate , Nature of goods,
Buying condition,
Target Market Selection: Identifiablility
SizeAccessibility
Responsiveness
Brand Positioning- Competition?
Competitive Analysis: Resource (Blackberry vs. Apple) 2 Capability (Technology vs. Labor, Intel vs.
Walmart) Future possible Action(Buyout vs. Promotion, MS vs.
Coke) Nature of Competition
(Oligopoly vs. Mkt., Chevron vs. Sony)
Defining and Establishing Brand Values
Core Brand Values & Core Brand Proposition
Brand Mantra
Core Brand Values
Set of abstract concepts or phrases that characterize 5-10 most important dimensions of the mental map of a brand.
Perceptual Mapping Coverage
Perceptual Map Core Brand Values Brand Mantra
Brand Mantras
A brand mantra is an articulation of the “heart and soul” of the brand. Brand mantras are short three to five word
phrases that capture the irrefutable essence or spirit of the brand positioning and brand values.
Nike Authentic Athletic Performance /Just do it
Disney Fun Family Entertainment
Brand Mantras
Designing a brand mantra: Emotional Modifier (Disney ……. Fun) Descriptive Modifier (Disney ……. Family) Brand Function (Disney……. Entertainment)
: Humayun Ahmed, : Faruki
Brand Mantras
Communicate brand mantra: Communicate (setting boundaries …… De Beers) Simplify (crisp, lively, retainable…… Just do
it !!!!) Inspire (patriotic, rebellious …… GP, Birla)
Criteria for Choosing Brand Elements
Memorable Easily Recognized
(Swoosh) Easily Recalled
(Apple)
Meaningful Credible &
Suggestive (Grameen Check)
Rich Visual & Verbal Imagery (CamelBak)
Appealing Fun & Interesting
(Mickey)
Criteria for Choosing Brand Elements
• Adaptable– Flexible & Updateable
(Singapore Airlines)
• Protectable– Legally (MS Vista)
– Competitively (Coke Formula)
• Transferrable– Within & Across Product
Categories (Sony)
– Across Geographical Boundaries & Cultures (HSBC)
Brand Names
Descriptive (Computer Source) Suggestive (Fantasy Kingdom) Compounds (Shada-Kalo) Classical (Santoor) Arbitrary (Apple, Orthohin) Fanciful (Ambrosia, Aristocrat,
Handi, Karahi, Kasundi)
Brand Names
Awareness Pronunciation/Spelling (Aim, Bata, Tata, Jet Vs. Hyundai,
IKEA) Pleasantness (Ramada, Nivea, Nirvana, Emmy) Familiarity (Mecca Cola, Boston Chicken, Swiss Chocolate) High Imagery (Newsweek, Body Shop, Sub-Way) Cultural Differences (Red Cross, Moon & Star)
Ansoff’s Growth Share Matrix
Product Development
Diversification
New Markets
Current Markets
Current Products New Products
Market Penetration
Market Development
New Products and Brand Extensions
New Product – Branding Decisions
A New Brand – individually chosen for the New Product
An existing Brand Name applied in some way
A combination of a New Brand with an Existing Brand
When a Firm introduces a New Product, it has three main choices as to how to Brand it
Brand Extensions An established brand name to introduce a new
product [Ispahani Pure Snax]
An existing brand that gives birth to a brand extension is referred to as the Parent Brand [Bata Apparels, Pocha Sandal]
If a parent brand is associated with multiple products through brand extensions then it is called a Family Brand [Pran Juice, Milk, Chanachur, Mineral Water]
Types of Brand Extensions Line Extensions
The parent brand is used to brand a new product that targets a new market segment within a product category currently served by the parent brand. e.g. Lux Herbal
It often involves a different flavor or ingredient variety, a different form or size, or a different application for the brand e.g. Ispahani Mirzapore Tea
Types of Brand Extensions Category Extensions
The parent brand is used to enter a different product category from that currently served by the parent brand
e.g.: Apex Pharma, Swiss Army Watch
RebrandingThis can be defined as "a process of giving a product or an organization a new image, in order to make it more attractive and successful" (Collins English Dictionary).
This is done to increase consumer loyalty, improve member professionalism, enter a new market trend, create a stronger voice in the industry, increase share holder value or to reenergize a company
Generally many companies consider rebranding as a 'Cosmetic Work out'.
RebrandingThere are many reasons to re-brand:
To keep up with the times and keep pace with changing consumer needs (e.g. services, accessibility, convenience, choice, fashion, technology).
Because a brand has become old-fashioned and is in danger of stagnation or is already in a state of erosion. (AB Bank)
Due to fierce competition or a fast-changing environment (PEPSI to Pepsi to pepsi)
As a result of globalization (e.g. Lever Brothers to Lever to Unilever). As a result of mergers and acquisitions (e.g. GLAXO to GLAXOWELCOME to
gsk). To decrease business development and operational costs, or a way of
countering declining profitability or consumer confidence. To signal a change in direction, focus, attitude or strategy. Where there are complex product portfolios, considerable advertising and
branding clutter, media proliferation and subsequent audience fragmentation.
Sajid