战略品牌管理系列6课件.ppt

1、Strategic Brand ManagementWELCOME!Class#9 Fall 03Soni SimpsonBrand Marketing ProcessANNUAL STRATEGIESHow will the objectives be achieved?Annual Plan&ExecutionThree Year and ANNUAL ObjectivesWhat do I want to AccomplishObjectives Should be S.M.A.R.TEstablish Positioning ConceptMarketing Plan Executio

2、nFunctional Objectives&StrategiesAnd Tactical PlanPhysical ProductPackagePricingAdvertisingMediaPublicRelationsConsumer&Retailer PromoMarket ResearchAnalysis&Long Term StrategyMeasure Brand EquityBusinessAnalysisMarket&CompetitiveTrendsConsumer InsightsSWOTsMarketingMixFinancial HealthStrategic Impl

3、ications&Strategy DevelopmentCore Competencies,External OpportunitiesBrand VisionBrand StrategyStrategic RoleInsight to ConceptlConcepts are used for internal definition Process&Focus Consumer learningClear,concise brand or product ideaPre creative strategyDocument for R&D,Packaging,Marketing to lit

4、mus work againstlConcepts are for external consumer validationQualitative refinement feedback(elements or entire concept)Quantitative Diagnostic TestingIntroducing All New St.Ives Hand&Body LotionsDiscover the Swiss secret for soft,smooth skinOver the centuries,the Swiss have developed and perfected

5、 their secrets for naturally beautiful skin.Now your skin can get the benefit of these Swiss Formulas with the all new St.Ives Lotions Collection.Only St.Ives starts with natures pure form of moisture-Swiss glacial water-expertly blended with nourishing Swiss botanicals in formulas that immediately

6、increase skins moisture by 200%.With 200%more moisture you get the softest,smoothest skin imaginable.St.Ives Hand&Body Lotions Discover the Swiss secret for soft,smooth skinChoose the formula that meets your individual needs:Intensive Healing if you have red,chapped hurting skin(18oz for$3.99)Firmin

7、g if you need toning for your arms and legs(14oz for$3.99)Cucumber Melon if you want dry skin relief with a great fragrance(18oz for$3.99)Introducing(Brand Name)Succinct insight driven benefits(benefit statement)lConsumer Insight statement(AHA not fact).lIntroducing New Brand.What it does(relevant c

8、ore benefit to consumer).Reason to believe(how/why it does what it does).lReprise of positioning in closing tag.Insight to PositioningState the thought you wish to implant in your targets mind:lTO(core target audience),(Brand Name),lIS THE(frame of reference)lTHAT(owned benefit)lBECAUSE(support or r

9、eason to believe)Power Positioning LINKS toConsumer InsightlExpanding Portfolio Understanding the businessLeveraging Brand Essence and Consumer Insights SAMPLE:Mambas Line Positioning HierarchyEuropean Fruit TreatMaster Consumer Insight:“I want a treat but I want to eat healthy too”Intense Euro Frui

10、t Chews w/vitamins ACESOURNIBBLESSOUR ChewySQUARESJuice Burst SquaresPowdersEURO LIQUIDDie Cuts/Checker board on pack/Off color(green and purple catsup)Insight to Product ArchitectureMapping Mayo Portfolio:Sample Architecture Chart TitleAt HomeclassesPreventativeON LInePatient EducationSpecializatio

11、n?New Ser viceVISIONReal HEALTHOut PatientIn Patient?TreatmentResearchOncologyTop in Field SpecializationMindBodySpiritWHOLE BODY HEALTHMEDICAL SCHOOLMayo CLINICBuildingStrategicGrowthNOT Growing SERVICESInsight to Product ArchitectureConsort Mens StylingRegular Hold 8.3oz$2.2MM -9.6%ACV 43.7%Avg Pr

12、ice$3.02Extra Hold 8.3oz$3.9MM -3.7%ACV 69.4%Avg Price$3.09Unscented Extra Hold 8.3oz$4.7MM 3.5%ACV 69.6%Avg Price$3.10Aerosol Hair Spray$10.8MM -2.0%ACV 84.8%Avg Price$3.08Extra Hold 8oz$0.8MM -22.9%ACV 24.0%Avg Price$3.20Unscented Extra Hold 8oz$1.5MM 7.2%ACV 44.1%Avg Price$2.92Non-Aerosol Hair Sp

13、ray$2.3MM -5.5%ACV 55.6%Avg Price$3.01Old Thickening$17M -97.3%ACV 2.4%Avg Price$2.79New Thickening 5oz$0.7MM 249.8%ACV 27.8%Avg Price$2.79Styling Gel$0.7MM -16.4%ACV 28.2%Avg Price$2.90Consort Mens Styling$13.9MM -3.7%ACV 89.7%Avg Price$3.06Source:IRI Total FDMX 52 weeks ending May 5,2002Product GA

14、P MaplExpanding Portfolio Understanding the businessLeveraging Brand Essence and Consumer InsightsPRICESample Competitive MapTraditionalInnovative“Adult Sophistication”“Youthful Fun”PRICEGodivaTootsieM&MSkittlesRoloStarburstReesesWhat Turf do We OWN?Do we Link Clear Relevant Consumer Insights?What d

15、o weWANT TO OWN?Competitive MapBrand ElasticitylResolving Up to Greater Relevance How far will a brand stretch?Core ValueCategoriesSub BrandsProductsMarketing Leadership CouncilBrand ElasticitylSONY elevates from electronics to entertainmententertainmentGamesMusicTV/MoviesDigitalImagingInfoTechPlays

16、tationGame consolesGame controllersPlaystation Magazine NFL 2002 Speed PunksWalkman,Epic,Records,Xplod,Columbia RecordsCD Players,Car Stereos,MP3 Players,Yo-Yo Ma,Bob DylanWega,Columbia Pictures,DVD Dream System,Tri-Star Flat screen TVs,DVD players,Digital VCRs,Jerry Maguire,Dawsons CreekCamcodersDi

17、gital still cameras,Online photo storageHandy-CamMemory StickImage StationVaio,Aibo,CliePCs,Notebook Computers,PDAs,Software,Entertainment robots Category ManagementlBrand HierarchyMeans of summarizing the branding strategyCaptures brand relationshipBrand product matrixs help highlight the range of

18、products and brands sold by a firmlConsumer connectionslFunction and formlCategoryCan force branding at different levelsl(Corporate:GM,Family:Buick,Individual:Park Avenue,Modifier:Ultra)Strategic Brand ManagementlEvaluating Brand Extension OpportunitiesDefine actual and desired consumer brand knowle

19、dgeID possible extension candidatesEvaluate potentialDesign support planEvaluate Evaluating Brand Extension OpportunitieslAdvantagesFacilitates New Product AcceptancelImprove Brand Image,lReduce Customer Perceived Risk,lIncrease probability of trial/distribution,lIncrease efficiency of promotional e

20、xpenditures,lReduce intro and marketing costs,lAvoid new brand costs,lPackaging/labeling efficiencies,lSatisfy customer variety seekingEvaluating Brand Extension OpportunitieslAdvantagesProvide Feedback Benefits to the Parent Brand and CompanylClarify brand meaninglEnhance parent imagelNew customers

21、 into the franchiselIncrease market coveragelRevitalize brandlPermit subsequent extensionsEvaluating Brand Extension OpportunitieslDisadvantagesCan Confuse or Frustrate the CustomerCan encounter Retailer ExistenceCan Fail and Hurt the Parent BrandCan Succeed but Cannibalize sales of parent brandCan

22、Succeed but Diminish Identification with any one categoryCan Succeed but hurt the image of parent brandCan Dilute Brand MeaningCan Cause the Company to forgo the chance to develop a new brandNew Brand MeaningWeight Loss ANDMaintenanceGood HealthColorful CraftsFor KidsBreakfast FoodsExtension Product

23、Low Calorie FoodsVitamins,JuicesMarkers,Paints,Pen,Clay,etcSyrups,FrozenWafflesOriginal ProductFitness CentersOrangesCrayonsPancake MixesEvaluating Brand Extension OpportunitieslExpanding Brand Meaning Through ExtensionsBRANDWeight WatchersSunkistCrayolaAunt JemimaAre these Higher level Brand Umbrel

24、la Positionings?InsightDriven?Evaluating Brand Extension OpportunitieslExpanding Brand Meaning Through ExtensionslLets Talk about Welches.How did they extend?Evaluating Brand Extension OpportunitieslExpanding Brand Meaning Through ExtensionslLets Talk about Virgin.How did they extend?lWhat Did/Do Vi

25、rgin Stand For?Brand ElasticitylResolving Up to Greater Relevance How far will a brand stretch?CategoriesSub BrandsProductsMarketing Leadership CouncilIrreverent,Hip LifestyleEvaluating Brand Extension Opportunitiesl$5B+200 companies and 3 continents(financial services,music stores,online auto sales

26、,cola,cosmetics,utilities,mobile phones,bridal shops,e-commerce)l4 of 11 high profile companies under Virgin Umbrella turned profit in 1999lAre these line extensions successful?lWhat are the risks?Bad experience on one product discolors anotherRisk=Virgin means everything to everyone,becomes nothing

27、 to nobody Evaluating Brand Extension OpportunitieslExpanding Brand Meaning Through ExtensionslLets Talk about Virgin.How did they extend?How is this Different than Coke?Customer-Based Brand Equity(CBBE)Model2 Brand KnowledgeWhat CONSUMERS learned,felt,seen,heard,experienced over timeConsumers Must

28、THINK Branded products are differentThe KeyTo Branding Brand Knowledge Creates the differential effect that creates Brand Equity.The KeyTo EQUITYEvaluating Brand Extension OpportunitieslSuccess Steps for Line Extensions1.Define Actual&Desired Consumer Knowledge Create a Mental Map&Key Sources of Equ

29、ity2.ID Possible Extension Candidates and Overall Fit3.Evaluate Potential1.SALIENCE of parent associations2.Inferred extension associations Favorability3.Inferred extension associations UniquenessEvaluating Brand Extension OpportunitieslSuccess Steps for Line Extensions4.Evaluate Extension Candidate

30、 Feedback EffectslCompellinglRelevancelConsistencylStrength5.Competitive advantage and reactions by consumers6.Design Marketing Campaign for Launch7.Evaluate success,effects on parent equityEvaluating Brand Extension OpportunitiesLEARN SUCCESS GUIDELINES BASED ON RESEARCH FIG 12-10,Pg 609Brand Focus

31、,Pg 625Brand BuildinglKevin Clancy Copernicuss 5 Step ProcessInspirationalVisionTransform-ationalStrategyModel-BasedMarketingPlanningObsessiveImplement-ationDiagnosticMetricsKevin Clancy,Copernicus,Counter IntuitiveEvaluating Brand Extension OpportunitieslManaging Brands Over TimeReinforcing BrandsR

32、evitalizing BrandsAdjustments to the PortfolioEvaluating Brand Extension OpportunitiesWHOS RESPONSIBILITY IS IT TO REINFORCE THE BRAND?The BrandChampionEvaluating Brand Extension OpportunitiesWHOS RESPONSIBILITY IS IT TO REINFORCE THE BRAND?HOW?Evaluating Brand Extension OpportunitieslManaging Brand

33、s Over Time by Reinforcing BrandsMaintain ConsistencyProtecting Sources of EquityFortifying vs LeveragingFine-TuningStay True To Essence&InsightEvaluating Brand Extension OpportunitieslManaging Brands Over Time by Revitalizing BrandsExpand Brand AwarenesslID Additional or New Usage OpportunitieslID

34、New and Completely Different Ways to UseImprove Brand ImagelReposition the BrandlChange Brand ElementsEntering New MarketsEvaluating Brand Extension OpportunitieslYOUR EXAMPLES of Tired vs Revitalized BrandsHow did you determine the category you assigned each brand?Can you revitalize the tired brand

35、s?Prepare thoughts for your final around this area.Evaluating Brand Extension OpportunitieslExpanding Brand Meaning Through Extensions into New BrandslLets Talk about Levis.How did they extend?Brand ElasticitylResolving Up to Greater Relevance How far will a brand stretch?CategoriesSub BrandsProduct

36、sMarketing Leadership CouncilEvaluating Brand Extension OpportunitieslLevis Case DiscussionEvaluating Brand Extension OpportunitieslExpanding Brand Meaning Through ExtensionslLets Talk about Virgin.How did they extend?How is this Different than Sony?Brand ElasticitylSONY elevates from electronics to

37、 entertainmententertainmentGamesMusicTV/MoviesDigitalImagingInfoTechPlaystationGame consolesGame controllersPlaystation Magazine NFL 2002 Speed PunksWalkman,Epic,Records,Xplod,Columbia RecordsCD Players,Car Stereos,MP3 Players,Yo-Yo Ma,Bob DylanWega,Columbia Pictures,DVD Dream System,Tri-Star Flat s

38、creen TVs,DVD players,Digital VCRs,Jerry Maguire,Dawsons CreekCamcodersDigital still cameras,Online photo storageHandy-CamMemory StickImage StationVaio,Aibo,CliePCs,Notebook Computers,PDAs,Software,Entertainment robots Alternative Branding ModelsCompany dominates BrandsCompany is equal to BrandsBran

39、ds dominate the CompanyAmerican Express(cards)BMW(Motorcycles)Colgate(Total toothpaste)Disney(Films)General Electric(appliances)IBM(Technology)LOreal(Cosmetics)Sony(Electronics)Holiday Inn(Crowne Plaza)Anheuser Busch=BudweiserCampbell Soup=GodivaChrsyler=JeepEstee Lauder=CliniqueKraft=Maxwell HouseP

40、epsiCo=Mountain DewTime Warner=Warner Bros3M=Scotch TapeMarriott=CourtyardSkol(Am Bev)Claridge Hotel(Savoy)Crest(P&G)Healthy Choice(Con-Agra)Hidden Valley Ranch(Clorox)Kleenix(Kimberly-Clark)Marlboro(Philip Morris)MCA Records(Universal Studios)Wranlger(VF Jeans)Kevin Clancy,CopernicuslLimited Resour

41、cesFocus on Profitable GrowthProduct Profitability3940414243444546474849505152-150%-110%-70%-30%10%50%90%130%$Sales%CH YAGControllable Margin%of Net SalesSample Brand/Product Portfolio MapProduct Portfolio Map$0$10,000$20,000$30,000$40,000$50,000$60,000YAG 52 wk ending10/0152 wk ending 10/6/02Werthe

42、rsRiesenMambasMilkfulsToffifayPRICEProfessionalContemporaryTraditionalMainstream*NEUTROGENIA*VO5*PEARS by SUAVE*PERT*CONTROL LABEL*WHITE RAIN by TAME*FINESSE*CLAIROL HERBAL ESSENCE*INFUSIUM 23*THERMASILK*PHYSIQUE*PANTENE PRO-V*LOREAL STUDIO LINE*LOREAL VIVES*SALON SELECTIVESProfessional/Salon*ALBERT

43、O EUROPEENTRESemme*ALBERTO BALSAMST IVESPortfolio of Brands Where We Are Headed*FRUCTISDOWN UNDER NATURALSVO5An example Coroporate Portfolio Target Product Focus Pricing POD Brand AE Younger,fashion-conscious hair-involved consumers(primary 18-34)Styling Mainstream$2.99-$3.49 Styling expertise-Custo

44、mized-European -Salon-inspired Brand Bl Value consumers,large families Shampoo/Conditioner Value$1.99-$2.49 Value Fun Brand T Women 18-49 who want better quality hair care Lead with S/C Premium$5.99-$6.99 Professional quality without the salon price tag Target Product Focus Pricing POD Brand V Women

45、 25-54 who are hair involved Lead with S/C&treatments;expand into styling Mainstream$3.49-3.99 Conditioning Expertise Brand S Women 18-49 who seek practic al indulgence Lead with S/C&treatments;Mainstream$3.49-3.99 Natural efficacy;Swiss heritage Broad brand.Skin Care presence/equity An example Coro

46、porate PortfolioThe Portfolio BrandsChart TitleAlberto BalsamValueAlberto EuropeanStyling ExpertiseSt.IvesNatural,SwissVO5Conditioning ExpertiseMainstreamTresemmeProfessionalPremiumAC BrandsStrategic Brand ManagementDiscussing Your Final Case Assignment AgainINDIVIDUAL CASE ASSIGNMENT(due WK10)lDeve

47、lop a new brand marketing plan in an existing category(sample format attached)lDevelop the concept&positioninglEnsure the following are included:Launch Rationale Business analysis(Competitive and market analysis,SWOT etc)Target audience,Key Competitive insights and Core Values(use CBBE Pyramid)Proje

48、cted share and financialsProposed Marketing Strategies and Tactics Strategic Brand ManagementYOUR MARKETING PLANlWhat is your Big Inspiring Vision?lHow will your consumer insight translate across ALL elements of your plan?PositioningBrand EssenceStrategies and TacticslWHO is your target REALLY(pscyh

49、,demo)lIn your SWOT:What is going on competitively and in the Market Place?lWHY should I invest in your launch?Brand Vision MUST BE:So big,so bold and so audicious that expressing it never mind executing it has a transformational effect.You start to become what you want to be.The dream and the reali

50、ty fuse.Kevin Clancy,Copernicus,Counter Intuitivei.e.YOU NEED A BIG HAIRY VISIONBrand Vision ChecklistlInspirational&uplifting;it moves peoplelExciting;it gets the blood pumpinglAspirational;it is barely attainablelReadable;it is clearly communicatedlUnique/special/differentlVery specific,not genera