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Without PROFIT, without money from consumer,

company can not survive

To survive, it has to get consumer. By how?

Let consumer knows? By how?

“Good wine needs no bush”. No, lots of luck needed.

DO MARKETING

Company wants more

than to-survive, it wants

more profit. I know.

Do marketing well, win the game of

“having big consumption”

To have more consumption, more profit, company should:

AGENDA

• What is Marketing?

• What is Branding?

• Distinguish Brand and Product.

• Is it better if we have better brand

than better product?

• Why do we have to build brand?

• Brand love curve. How to be a

beloved brand?

MARKETINGMarketing is a process of using all resources of company to satisfy customer’s demand, to be performed by

all departments of the company and based on the strategic planning of marketers, aims to bring profit to

company.

Co-creation Communication Character buildingValue

management

The 4P’s

(Product, Price, Place, Promotion)

The STP

(segmentation, Targeting, Ppositioning)Brand building

Future

Today

Co-create their

own product and

experience

… in their own

communities

…look outside their

communities for

admirable

characters

BRAND

A Brand is what perceived in the minds and hearts of the consumer, consistently delivered by the experience.

A brand helps encourage someone to buy a product but does not explicitly say “buy me.”

SO, what does BRAND say?

It says: “This is what I am. This is why I exist. If you agree, if you like me, you can buy me, support me, and recommend me to your friends.”

The more consumers love brand, the more powerful and profitable that brand will be

Role of the BRAND

Is an object

Product perform a function, => rational decision to compare which one to buy

Is a personality

Brand offers an emotion=> emotional decision

Made by the company, built in factory, can be purchased

Made through consumer’s perception, built from trust and relationships

Quickly out-dated

Timeless

Can be copied, replaced Unique. It can beat the enemies

Tangible to the senses Idea with intangible

fulfill people’s need fulfill people’s want

Ex: What is in Aquafina product? Pure waterWhat is in Sapuwa product? Pure water

Ex: What is in Aquafina brand?

trust

High qualityfashion

pure

activeness

- encompasses marketing and communication message to promote a particular product

- conveys benefits of the given product being marketed.- Return: sales

- Business branding = person building a reputation. It is a driving force behind what, why, how company do- establishes the company's image and strengths- Return: LOYALTY (which leads to more sales)

That’s why:

Don’t misunderstand!

Product marketing Branding

So, having better PRODUCT is better than having better BRAND?

There are no superior product. There are ONLY SUPERIOR PERCEPTION in consumer’s mind=> We need to WIN CONSUMER’S MIND. Occupy consumer’s perception. HOW?

Ex 1: What happened when J.K. Rowling wrote a novel “The Cuckoo's Calling” andhad it published under a different name as Robert Galbraith? "The Cuckoo's Calling" sold less than 1,000 copies by the author Robert

Galbraith Then, word got out that the book was actually written by J.K. Rowling, it jmped

to best-seller lists and 1.1 million copies were sold.So, what's more important, the book or the author? What's more important, theproduct or the brand?

=> BRAND wins!!!

Ex 2: Developing a better smartphone than iPhone is a simple task compared to developing a better perception than iPhone in consumers' minds. In fact, it's almost impossible -- unless Apple does something stupid!

Vs.

Another:

…Brand love curveis a path showing the stronger

connection between brand and

customers’s mind through stages.

Customers go through with the connection-to-brand getting

stronger

INDIFFERENT LIKE IT LOVE IT BELOVED BRAND

Every brand sits at different places

on the curve. Understanding how

beloved the brand is will help

marketers choose strategy to push it

to be more loved

NO OPPINIONNot aware

Confusing

Not interested

Influence by current

brands.

SATISFY NEEDThough about it

Try it

Practical

It makes sense

CRAVE ITGreat experience

Favorite

Emotional Choice

Lifestyle fit

SELF EXPRESSIVE

Outspoken fan

Never switch

Memories

A part of life

More love = more power

= more growth

= MORE PROFIT

Why brand need more love?

CONSUMER’s JOURNEY

ALONG

BRAND LOVE CURVE

aware consider search

buy

satisfiedloyaltyfan

exampleUS tissues brands on

brand love curve

Tracked by beloved-

brands.com

fan loyaltysatisfied

buy

consider

search

aware

Through US tissues brand love curve, consumers just KNOW about

Lever/Dial, they SEARCH & CONSIDER about Zest/Neutrogena/Ivory, some

BUY & SATIFIED with Aveeno/Olay but more become LOYALTY FAN of Dove

But even the beloved brands,

there is a battle field in purchasing

and mantaining love (like

Blackberry – the king of mobile

before iPhone)

Which soucers to

build the love in

consumer’s mind?

5 SOURCES OF CONNECTIVITY

Brand

Consumer

Brand

Positioning

Brand

Communication

Brand Plan

Brand Innovation

Brand ActivationExperience

Freshness

Strategy

Story

Promise

MEASURE YOUR BRAND LOVE USING BRAND FUNNEL

Awareness

Farmiliar

Consider

Purchase

Repeat

Loyal

INDIFFERENT

LIKE IT

LOVE IT

BELOVED BRAND

Skinny Funnel

Weak Awareness and

Consideration

Funnel Starts to Narrow

Down at Purchase

Weak Repeat and Loyal

Robust Funnel,

There are still gaps

between each Phases

Funnel Fills out

Strong repeat and loyal

Brand Funnel is a one of a tool to measure Brand

Health, showing the conversion ratio between each

stages of the consumer behavior journey, thus indicating

the strength, weakness, changes over last years and

differences to competitors. See the shape => decision

making

Brand love is identified based on several factors such as

shares, profit/loss, sales; one of which is the shape of

brand funnel

* The Modern

Brand Funnel may

include SEARCH

between Consider

and Purchase

EXAMPLE

90%

85%

66%

34%

16%

5%3%

47%

52%

78%

94%

Awareness

Familiar

Consideration

Purchase

Repeat

Loyal

Brand X currently suffered a big drop in conversion rate

moving from consideration to purchase

Therefore, we can infer that it is at ‘Like it’ stage

STRATEGY

Therefrom, we can decide the

most potential strategy for each

stage

INDIFFERENTEstablish in Mind to Raise

Awareness and Consideration

LIKE ITDifferentiate your Benefits make

them Close the Deal

LOVE ITTug at the Heart to tighten the

connection

BELOVEDContinue the magic to remain as a

beloved brandClick next for more details

INDIFFERENT LIKE IT

HOW

CONSUMERS

SEE YOU

No awareness

No opinion

No interest or confusing

Functional Product

Rational Choice (cheap, convenient, easy to use)

No emotion or feeling

HOW TO KNOW

YOU ARE AT

THIS STAGE

Brand Funnel: Skinny

Hard to maintain sales level

Low profit and contribution margin

Lose shares to other brands

Brand Funnel: Robust

Brand shows little difference

Your counterfeiters sells well

Stagnant shares, cannot increase

WHY YOU ARE

STUCK AT THIS

STAGE

1. You are Selling without Marketing

2. Your product is a Newly Introduced one

3. You have fallen from Grace

4. Having Power but Being Hated

1. Your choices are too safe

2. You are not an emotional marketer

3. A flaw somewhere drive out your consumers

4. You lose customers when starting to differentiate

5. Your brand promise is not consistent

6. Lack Positional Power - technology, distribution or price

7. Your brand is far from the consumers’ daily life.

HOW TO GET

OVER IT

1. Target a key niche a key group of consumers

2. Aim at consumers’ mind, make them believe.

3. Mind Shift, you may need an adjustment.

4. Renew and refresh your brand, bring it to life

5. Listen and get to know what consumers want, do, say and

think. Find their Insight

1. Focus on action to drive Consideration and Purchase.

2. Build around what is already Loved to influence people

3. Step out of your comfort zone. No ‘ok’ choices

4. Fix the flaw that leak out your consumers

5. Build a Big Idea that you can build around and connect.

LOVE IT BELOVED BRAND

HOW

CONSUMERS

SEE YOU

Emotional Connection

Emotional Choice (layered over rational)

Willing to switch stores to find your products

Hard to displace the love for your brand

Blind to Logic

Actual quality -> Perceived quality

Stick to their life

Favorite and Proud

HOW TO KNOW

YOU ARE AT

THIS STAGE

Brand Funnel: Narrow at Purchase

Healthy brand

High profit and margin, strong sales

Winning shares over weak competitors

Brand Funnel: fills out

Measurable Brand Equity

Preferential Treatment

Dominant Shares

WHY YOU ARE

AT THIS STAGE

1. You built an Emotional Connection but it is not deep and

strong enough

2. You can create Consistently Positive Experience but it is still

tied to product3. You have ways to Surprise and Delight Lack Magical

Moments

1. You become an Iconic Brand

2. You managed to win the consumers’ Perceptions.

3. You create emotionally and functionally good experience

4. You start to add new tastes to the power derived from the

tight consumer connection.

HOW TO GET

MORE LOVE

1. Make the Experience go beyond the product.

2. Own an emotional space in consumers’ heart and

cultivate on a deeper level

3. Put the consumer front and center. Fit your brand into their

Life by establishing a routine

4. Add a magic to the value your consumers receive

1. Horizontal expansion - Expand the Audience and Capture

more consumers.

2. Vertical expansion - Broaden the Offering to Attain more

value from loyal consumers.

3. Never be satisfied and complacent, continue to improve

and innovate.

Coca Cola is a company

product

SOFT DRINK

When first began, Coca Cola just bringing each real product to persuade

each people to buy. But Coca Cola wanted Coca Cola wanted to earn

more money, they want bigger consumption.

As a

beloved brandthey can achieve it

Let’s see how cocacola build their brand to become beloved brand as today (base on the history of Coca-Cola & their

marketing stratery through time)

Tight connection with

HAPPINESSAn iconic brand

of US

What you did marketing in Vietnam in 2015, you are now occupy beloved

space of lots of consumer. Wish you earn more profit in this Tet holiday,

Coca Cola!

1886 – Coca-Cola was not different siro juice

1899 – The first Coca-Cola bottle

1900s – Iconic curve bottle was made

Used ambassador

1906 – The great national temperance beverage

1917 – Sell 3mil a day

1926 – It had to be good where it is

Confirmed Coca

Cola is a national

temperance drink

Created a heart-

string with

customer through

functional benefit

“refresh”

1938 – The best friend thirst ever had

1948 – Where there’s Coke, there’s hospitality

1959 – Be really refreshed

1969 – It’s the real thing

1979 – Have a Coke, have a smile

2009 – Open HappinessTighted the heart-

string with a single

emotion: HAPPINESS

THANK YOU!