Embracing our market

Victor Capelini – VP PR

Objectives

• Understand the value of a brand (brand XP and brand positioning) ;

• See the difference between quality and satisfaction and how this is connected to our positioning (know our clients expectations) ;

• Learn the basics about a solid business model (contact with our market) ;

• Why External Connections is our driver.

23/04/2013 2

Let’s have a brand experience!

23/04/2013 3

How was your experience?

• Coca-Cola has been the most valuable brand in the world since the begining of the Best Global Brands Report form Interbrand;

• The brand has and average value of 77,839 billions of dollars.

g1.globo.com – 02/10/2012

23/04/2013 4

What’s the impact of one BAD XP?

• Case – Spoleto

Vídeo 1 – 3447874 Views

http://www.youtube.com/watch?feature=player_embedded&v=Un4r52t-cuk

Vídeo 2 – 2333413 Views

http://www.youtube.com/watch?feature=player_embedded&v=ebe-3s4TLfQ

23/04/2013 5

What about us?

23/04/2013 6

Now think about the difference...

What SPOLETO does? What AIESEC does?

23/04/2013 7

30 minutes

6 weeks

“But we do have a quality product!”

23/04/2013 8

QUALITY

SATISFACTION

Basically...

23/04/2013 9

QUALITY Is all about our job

SATISFACTION Is all about what the client

expects from our job

Checkpoint

Brand XP

Brand Positioning

Know our clients expectations

23/04/2013 10

What we saw until now:

Where are we going:

Contact with our market

So, what causes that?

Are we TRULLY connected to our market?

23/04/2013 11

Let’s use some theory!

Canvas

Business Model Generation

23/04/2013 12

Our driver and strategies

External Connection

Customer Orientation

Make our partners closer to our culture

Partnership with youth alliances

23/04/2013 13

Objectives

• Understand the value of a brand (brand XP and brand positioning);

• See the difference between quality and satisfaction and how this is connected to our positioning (know our clients expectations) ;

• Learn the basics about a solid business model (contact with our market) ;

• Why External Connections is our driver.

23/04/2013 14

TIME FOR SOME

QUESTIONS

23/04/2013 15

Thank you!

23/04/2013 16