Branding for

Export Market)

By Ravi Jayawardena

Points to Ponder …

Global vs Local Global Brands vs Global

Products Trading vs Brand Building Biggest challenge in Global

Marketing Internal Mind Set Objectives based on

recourses? Type of control needed

Going Global ..Understanding the basics

Market selection market size and growth Risk Government Regulations Competitive Environment/Culture Local Infrastructure

Product portfolio management Product cultural challenges Product positioning ( Toyota,

Macdonald, Four seasons hotel)

Components of a ProductThe product offering

Functional

Symbolic

The attributes of

a product

Physical

(Unique Selling Proposition -USP)

What is a brand?

• “A brand is a set of promises. It implies trust, consistency, and a defined set of expectations about the usage experience.”

• “It is a process by which companies distinguish their product offerings from the competition.”

• A “trust mark”

• A “love mark”

• “A corporate obsession”

Creating a USP & POD? …

Is the image in the consumers mind regarding the products & services

This create a strong reliable and unique association

Three main attributes of POD Desirability (personally relevant

& trust)Deliverability (must have

resources)Differentiability ( superior to

competitors)

Creating a USP ?• “The single origin tea” Each box of Dilmah tea

contains a folded insert that explains the care that goes into the sourcing, packing and delivery of every cup of tea.

• “Natural ginger taste” EGB only uses ginger from a

sustainable agricultural sourcing initiative -

What is a Brand Promise?

• A brand promise is what the company commits to the people who interact with it.

• It’s a description of the company’s character.

• It’s how the company creates and delivers value.

• Coca-Cola: “To inspire moments of optimism and uplift.”

• Virgin: “To be genuine, fun, contemporary, and different in everything we do at a reasonable price.”

Brand Promise may go wrong? In his 2013 Forbes articles,

Steve Olenski talks about a New York Sushi restaurant

They would no longer take tips.  

However, based on the service levels customers voluntarily keep a tip

It’s a performances appraisal and position statement

Customers did not value the brand promise

They perceived it’s a negative activity

 .

Marketing Luxury Brands … Manage the brand image at the highest level

(Cartier, Gucci, Hennessy, Rolex, Louis Vuitton) Create value through intangibles & physical

evidence. All touch points has to be manage. Logos, brand name, symbols should have a

positive link. Marketing mix

Pricing - premium, Distribution - selective, Communication enhance inspirational value, Product quality at the highest level

Strong legal protection.

PRODUCT DYMENTIONS

Core benefit or

service

Brand name and image

Quality and design

Packaging

Actual product / service

Features

Capabilities

Customer service components / after sales

Augmented product / service

Delivery

Guarantees

Installation

Warranty

Personnel

+ Value

Brand /Market Development - Ansoff’s

• Market Penetration:

– Protect/Build/ consolidate

• Market Development:

– New Segment/territories

– New uses

• Product Development:

– Within existing market

– With new capabilities

• Diversification:

– With new market

– With new capabilities

– Beyond current expectations

Digital Media Landscape

6 million internet penetration 1

2.8 million Facebook accounts 2

500,000 active Twitter accounts3

1.3 million Smart Phones

21 million connections4

1. 4.7 Million users as of 31st December 2013. This is a forecasted figure2Facebook advertiser platform

3Neo@Ogilvy Surveys/Aggregated Data Analysis

4TRC SL published data Sept 20145TRC SL published data Sept 2014

6Facebook advertiser platform

537,000 Fixed internet access5

Richard Branson business principles

Only man in history so far to build seven billion dollar businesses from scratch

Built Virgin Mobile USA into the fastest growing company in history ahead of such companies like Microsoft, Google, and Amazon.

Considered by many the most successful, and living life to the fullest person in the world

Richard Branson Qualities ……

• A solution focused attitude.

( he never look at a person for the negatives. Always use the positive side of people to conquer the world)

• An ambitious and passionate nature.

( you will never see Richard in a depressed mood. His enthusiasm is infectious. Always willing to learn. Openly appreciate peoples knowledge)

Best Advise from the MOM…

Thanking you ….