young marketers elite 3 – assignment 1.1 – hồng phong - thanh an - thanh thùy
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ELITE DEVELOPMENT PROGRAM 2015
MARKETING BRAND
CONSUMER MIND
PR
OD
UC
T
WHAT IS MARKETING
‚Marketing is a process by which companies create value for customers and
build strong customer relationships to capture value from customers in return‛
- Philip Kotler -
>> There are many definitions of Marketing, we choose this one to make it more systematic and comprehensive.
Capture value
from customers to
create profit and
customer equity
Create value for customers and build customer
relationships Capture value from
customer
relationships
>> EXAMPLE: To expand the beverage category which has so many sub – brands in their portfolio,
PepsiCo did a U&A research and discovered the gap in this market: the demand of
refreshment after heavy – activities of consumer in their daily life. (R)
So, 7UP REVISE highlights its benefits helping to re-energize and replace the fluids the
body with the goodness of vitamins B3, B6 and B12 and electrolytes like sodium and
potassium was born. (STP)
The 7UP REVISE new product launch campaign ‘Body ka top UP’ executed in India earn
for PepsiCo new customer to this entrant. (MM +I)
The Brand has built relationship with their customer and 7UP REVISE has gained its sales
every year. (c)
MARKETING PROCESS = R + STP + MM + I + C
R (Research)
Understanding the
Marketplace and
Customer Needs
STP (Segment
Target
Positioning)
Designing a
Customer-Driven
Marketing
Strategy
MM + I (Marketing Mix
Implement)
Construct an
integrated
marketing program
that deliver superior
value
C (Control)
Build customer
relationship and
create customer
delight
HOWEVER
THE KEY
OF MARKETING
IS
SATISFYING CONSUMER’S NEED
>> While marketing is what you do, branding is what you are.
Marketing was born to make
product become brand,
proposing consumer a relevant & inspiring choice.
product brand
• Solve consumer problem
• Rational connection
• Is consumed
• Build into routine
• Legally protects product’s
design
• Can be outdated after some
time
• Beat down consumer enemy
• Emotional connection
• Is experienced
• Become life’s favorite ritual
• Is managed and protected by
reputation and consumer’s love
• Remains forever
>> EXAMPLE: Motorbike is a normal types of vehicle helping people move and transport. There are so many motorbikes on the
road, consumer can’t remember, identify and have no impression with any motorbike of those Now they are just
products.
Brand comes a lot of motorbike brand name such as Honda, Suzuki, Yamaha, Vespa“ Each brand has different
functional and emotional benefits, jumping into consumer’s mind:
• ‚If you are looking for good engine, go for Honda‛
• ‚If you want speed, buy a Suzuki‛
• ‚if you want a good riding experience filled with fun, excitement, thrill and great styling, go for Yamaha.
• Vespa is Italian and legendary.
WHAT IS BRAND
BRAND IS A PROMISE A brand promises a unique
benefit to customers
Functional benefit
Product’s USP
Emotional benefit
How the product make
consumer feel
Experiential benefit
Self - expressive benefit
>> Branding is the expression of the essential truth or value of an organization/product/or service in
consumer’s mind.
It is communication of characteristics, values, and attributes that clarify what this particular brand is
and is not.
may be
CONSUMER MIND Brand is perceived and built
on by consumers
>> Example:
FEDEX Express: The world's fastest courier company- Your package will get there overnight
https://www.youtube.com/watch?v=6ynlhKMnDA8
TH True Milk: Clean milk - TH True Milk
https://www.youtube.com/watch?v=mY7qfJmzI1Q
OPPO: High fashion and associated with the young people.https://www.youtube.com/watch?v=WnDx0V0e7kw
Role of brand
With cosumer
• Consumer’s brain is very LAZY, they don’t want to try to absorb all products, they need brand to
choose the most they like.
• Brand INSPIRES consumer when PURCHASING with emotional factor, make them feel delighted
and happy.
• Brand build TRUST to consumer by good quality of product and good caring. Brand promise meets
and beats consumer expectations.
Role of brand With company
• Brand makes company standing out from competitors in the market. UNIQUE BENEFITS of brand
MAKE itself UNIQUE IN CONSUMER’S MIND.
• The more branding the company do to BE LOVED by consumer, the more PROFITABLE the brand is.
Brand drives profit through price, cost, market share and market size.
• “And the more POWERFUL the brand is. Consumer bond creates power that brand can leverage
with all key stakeholders.
• Finally, brand helps company focus business vision and motivate employees.
When consumer
love a brand, they
are LOYAL with it.
They purchase
more and repeat
their purchasing
Beloved brand
makes it premium
and inelastic.
Consumer is more
easy – going to
purchase what
they love
Crowds draw crowds.
Power of media keeps
brand in the
conversation with
heavy influence which
reduces marketing
cost. Suppliers cut
costs due to volume &
wanting brand in
portfolio
Loyal customer will
follow where brand
goes and doors will
open if brand enter
new category or
find new customer
Stealing customer
from competitors
Selling price Cost Market size Market share
POWER
Consumer Media Channel
Competitor
Suppliers New entrants
Influencers
Employees
BRAND LOVE CURVE
The Brand Love Curve indicates extent of connection between brand and consumer:
4 stages At each stage, the connection gets stronger. The highest stage touches consumers’ heart – LOVE.
THE MORE LOVED THE BRAND IS,
THE MORE POWERFUL AND PROFITABLE THAT BRAND CAN BE
WHY NEED TO KNOW?
It’s important that you aware and
understand where your brand sits
on the Love Curve
Where you are on the curve might help you
make strategic and tactical choices such as
media, innovation, service levels and figure out
how to move it along towards becoming a
Beloved Brand
• Indifferent
• Like it
• Love it
• My beloved brand for life
The Brand Love Curve
INDIFFERENT
LIKE IT
LOVE IT
BELOVED
BRAND
HOW CONSUMER SEE
YOUR BRAND
No opinion, low interest,
low important. Don’t
care, have doubt or
anger
Have basic idea what it
stands for, but no
connection. See it as
ordinary, no different
See it ass better, high
loyalty and satisfaction
and wiling to recommend
to a friend
Outspoken fans who see
everything about the
brand (product,
experience, service as
better)
WHY YOU ARE HERE
New product. You sell
but don’t market. Falling
from grace.
Protective. Cautious.
Rational thinking. New
brand with momentum.
Major leak. No
consistency.
Emotional connection.
Consistently positive
experience. Magical
ways to surprise and
delight.
Iconic self – expression.
You’ve managed the
perceptions. All about
the experience. Wielding
your power.
>> Brand changes at the different stages of the Brand Love Curve
are proportional to changes in consumer behavior.
WHAT YOU SHOULD
DO
Establish your brand in
the consumer’s mind
Separate your brand
from the pack to create
a following
Tug at heartstrings to
tighten bond with your
most loyal
Continue magic and get
loyalists to speak your
behalf
In the very first stage, OMO stick to consumer’s
mind with the functional “Cleansing” benefit:
https://www.youtube.com/watch?v=mkkxf2P
Qvqo
Then, OMO connect consumer’s feelings with
the emotional factor:
https://www.youtube.com/watch?v=mkkxf2P
Qvqo
Then, OMO creates consumer experience
through connecting deeply their feelings with
the brand.
Dirty is good - Trẻ học điều hay ngại gì vết
bẩn”
https://www.youtube.com/watch?v=_9spOYX
Hy5Q
https://www.youtube.com/watch?v=LbIAauD
W_WM
Now, OMO continues to inspires consumer by
meaningful campaigns:
iệt Nam, hãy ước mơ - Omo Việt Nam
https://www.youtube.com/watch?v=6EQXgrD
Muk8
EXAMPLE
Indifferent Brand
Like it
Love it
Beloved Brand
EXAMPLE
Indifferent Brand
Like it
Love it
Beloved Brand
Special K was just the one flavor of cereal. It
needed an idea. They were dancing around the
idea of weight loss but not really bringing the benefit
to life.
They focused and empowering: With Special K, just
twice a day for 2 weeks, you can lose 6 pounds or
better yet, drop a jean size.
With a Brand Idea bigger than just a cereal, It
started with the launch of Berry Special K that
thrust the brand into a good tasting cereal, and
has since added bars, shakes and water. Most
recently, they’ve now launched potato chips (only
80 calories for 20 chips) and a Breakfast Sandwich
option.
They are re-looking Special K’s original recipe to
keep the cereal share strong and launch App for
smart phones to help monitor weight goals..
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