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• Can be outdated after some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..