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