Syrian marketing training August 2006

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HOW TO BE EFFECTIVE HOW TO BE EFFECTIVE MARKETING MARKETING

PRODUCTS AND SERVICESPRODUCTS AND SERVICES

Presented:Presented:Syrian-European Business CentreSyrian-European Business Centre

Damascus, SyriaDamascus, SyriaAugust 20-23, 2006August 20-23, 2006

Presented by:Presented by:Melvyn InglesonMelvyn Ingleson

Kathie JulianKathie Julian

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Introduction: Melvyn InglesonIntroduction: Melvyn Ingleson

Melvyn is Managing Partner of MJI Business Solutions Melvyn is Managing Partner of MJI Business Solutions and founder of intellectualpropertynet.com. A former and founder of intellectualpropertynet.com. A former member of the Council of the Institute of Management member of the Council of the Institute of Management Consultancy, he has served also as Scottish Chair and Consultancy, he has served also as Scottish Chair and as Vice-President of Marketing and Communications.as Vice-President of Marketing and Communications.

He returned to independent consulting in 2003 after 4 He returned to independent consulting in 2003 after 4 years of developing the intangible assets service line years of developing the intangible assets service line for KPMG’s Global clients, based in London and for KPMG’s Global clients, based in London and latterly Amsterdam. A classically trained FMCG Brand latterly Amsterdam. A classically trained FMCG Brand Manager, he has spent 15Manager, he has spent 15

years consulting across a large number of years consulting across a large number of organisations and sectors after 10 years in industry organisations and sectors after 10 years in industry developing brands for Cadbury, Associated British developing brands for Cadbury, Associated British Foods, Imperial and KraftGeneralFoods.Foods, Imperial and KraftGeneralFoods.

He subsequently acted as an international adviser He subsequently acted as an international adviser to the Dial Corporation, providing support on global to the Dial Corporation, providing support on global competitor intelligence, market development, competitor intelligence, market development, international acquisitions and joint ventures for international acquisitions and joint ventures for over 10 years until its recent sale to Henkel.over 10 years until its recent sale to Henkel.

He is a passionate believer in the untapped He is a passionate believer in the untapped potential of all forms of intellectual assets, potential of all forms of intellectual assets, presenting and writing frequently on the topic. He presenting and writing frequently on the topic. He is currently leading a major, twelve month is currently leading a major, twelve month Intellectual Asset Bootcamp for Scottish companies Intellectual Asset Bootcamp for Scottish companies and public sector organisations, a first in Europe. and public sector organisations, a first in Europe.

His interest in brands has now extended to the role His interest in brands has now extended to the role of brand in both defining place and in contributing of brand in both defining place and in contributing to economic development. He has established to economic development. He has established intellectualpropertynet.com to encourage sharing intellectualpropertynet.com to encourage sharing of best practice in this emerging field. An active of best practice in this emerging field. An active member of the Licensing Executives Society in UK member of the Licensing Executives Society in UK and Ireland, he is now busy on behalf of MJI in and Ireland, he is now busy on behalf of MJI in Europe and DBS in the USA creating a select Europe and DBS in the USA creating a select number of strategic alliances with leading law number of strategic alliances with leading law firms, patent and trademark attorneys, corporate firms, patent and trademark attorneys, corporate financiers and other experts wishing to build financiers and other experts wishing to build awareness of intellectual asset management as a awareness of intellectual asset management as a core management discipline.core management discipline.

Melvyn lives in Scotland in the United Kingdom Melvyn lives in Scotland in the United Kingdom with his wife Barbara and two children Ruth (16) with his wife Barbara and two children Ruth (16) and Jacob (9). and Jacob (9).

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Brand Involvement:Brand Involvement:Melvyn InglesonMelvyn Ingleson

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Introduction: Kathie JulianIntroduction: Kathie Julian

Kathie Julian, co-founder and managing partner of Kathie Julian, co-founder and managing partner of Diamond Business Consulting™, based in Phoenix, Diamond Business Consulting™, based in Phoenix, Arizona USAArizona USA

She has over 20 years of business management and She has over 20 years of business management and consulting experience with proven experience in consulting experience with proven experience in advertising, marketing research, consumer brand advertising, marketing research, consumer brand development and management, manufacturing, development and management, manufacturing, business development, strategic planning, financial business development, strategic planning, financial analysis, and retail store development and operations analysis, and retail store development and operations management.management.

She spent ten years with the Dial Corporation (now a She spent ten years with the Dial Corporation (now a Henkel company) in Scottsdale, Arizona, as the Vice Henkel company) in Scottsdale, Arizona, as the Vice President of marketing services providing in-house President of marketing services providing in-house consumer and syndicated research, package design, consumer and syndicated research, package design, point of sale materials, advertising, consumer and point of sale materials, advertising, consumer and trade promotion, and strategic analyses numerous trade promotion, and strategic analyses numerous multi-national and global brands.multi-national and global brands.

She also spent numerous years as the key new product/market development director in the personal care category, developing new research methodologies and new product development processes to bring new product/brand ideas to market more quickly and cost effectively with the biggest financial impact available to the corporate portfolio.

After leaving Dial, Kathie owned and managed two major furniture manufacturing and retail businesses and was a senior consultant for Newport Furnishings®, a Phoenix based, national chain of boutique furniture stores that sell quality home furnishings at discount prices from a low overhead warehouse showroom environment.

Kathie is often a featured speaker on the topics of marketing and brand development, and retail operations optimization. She has written several articles on the role of Marketing Research within Research within consumer products companies and has been the consumer products companies and has been the featured cover story for many Arizona publications. featured cover story for many Arizona publications.

Kathie is originally from Southern California and a Kathie is originally from Southern California and a graduate of the University of Southern California with graduate of the University of Southern California with a BS in Marketing and Business Administration. She a BS in Marketing and Business Administration. She lived in Glasgow, Scotland for 6 years where she lived in Glasgow, Scotland for 6 years where she received an MBA in Strategic received an MBA in Strategic management/International Business from the management/International Business from the University of Strathclyde.University of Strathclyde.

Kathie and her husband Vance have two children Kathie and her husband Vance have two children Brendan (12) and Brittany (9). They live in Paradise Brendan (12) and Brittany (9). They live in Paradise Valley, Arizona. Her hobbies include several volunteer Valley, Arizona. Her hobbies include several volunteer associations with Scottsdale Desert Stages Theatre associations with Scottsdale Desert Stages Theatre where she is the volunteer advertising and program where she is the volunteer advertising and program director and The Arizona Kidney Foundation where director and The Arizona Kidney Foundation where she recently served as the Chairwoman of their she recently served as the Chairwoman of their annual Gift of Life Celebration and Gala entitled annual Gift of Life Celebration and Gala entitled “Choose to dance” which was her way of giving back “Choose to dance” which was her way of giving back after having the privilege to donate a kidney to her after having the privilege to donate a kidney to her mother in 2005. mother in 2005.

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Brand Involvement:Brand Involvement:Kathie JulianKathie Julian

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Agenda for Agenda for Training SessionTraining Session

Introductions to course leadersIntroductions to course leaders International perspectiveInternational perspective

Branding in the 2000’s – New Forces at WorkBranding in the 2000’s – New Forces at Work Branding a Nation – Why Branding a Nation is Branding a Nation – Why Branding a Nation is

key in this economy and political environmentkey in this economy and political environment Branding in China – strategies and responsesBranding in China – strategies and responses

Practical applicationsPractical applicationsCreating a brand – What is a Brand? Why it is Creating a brand – What is a Brand? Why it is

importantimportantBranding begins at homeBranding begins at homeBrand Identity – The Who? What? Why? Of the Brand Identity – The Who? What? Why? Of the

brandbrandKeys to developing winning brandsKeys to developing winning brands

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(continued)(continued)

Marketing ManagementMarketing Management Marketing strategiesMarketing strategies Competitive analysisCompetitive analysis Marketing Mix (5 Ps)Marketing Mix (5 Ps)

PositioningPositioning Product / PackagingProduct / Packaging PricingPricing PromotionPromotion Place (distribution)Place (distribution)

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Industry or Market Research – The Industry or Market Research – The foundationfoundation

Consumer Analysis or Market Research Consumer Analysis or Market Research – understanding the wants and needs of – understanding the wants and needs of your customeryour customer Research methodologiesResearch methodologies Research techniquesResearch techniques

Innovation and New Product Innovation and New Product Development – Keeping the Pipeline Full Development – Keeping the Pipeline Full

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Case StudiesCase Studies StarbucksStarbucks Cold Stone CreameryCold Stone Creamery SoBe BeveragesSoBe Beverages

Discussion and ClosingDiscussion and Closing

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Branding in the 2000s Branding in the 2000s New Forces at WorkNew Forces at Work

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Branding in the 2000s: Branding in the 2000s: New Forces at WorkNew Forces at Work

Globalization: Increase profile of Globalization: Increase profile of national branding and country-of-origin national branding and country-of-origin marketing marketing BBC’s “The Money Programme” examined BBC’s “The Money Programme” examined

the branding of Britainthe branding of Britain Means to differentiate products that are Means to differentiate products that are

becoming more homogenous and are aware becoming more homogenous and are aware of the relationship between country, brand of the relationship between country, brand and product image on purchasing behavior. and product image on purchasing behavior.

Sweden has two elements that make her a Sweden has two elements that make her a strong nation:strong nation:

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Outward vision for international companies that Outward vision for international companies that encourage listening and gaining knowledge from encourage listening and gaining knowledge from customers and customers and

Positive country-of-origin affect that transcends Positive country-of-origin affect that transcends categories. (Examples: Absolut Vodka, IKEA, Saab, categories. (Examples: Absolut Vodka, IKEA, Saab, Volvo)Volvo)

Swedish Business PrinciplesSwedish Business Principles Swedish management & marketing practices will Swedish management & marketing practices will

likely become even more prevalent.likely become even more prevalent. 1980’s and 1990’s relationship marketing ideas 1980’s and 1990’s relationship marketing ideas

from the Nordic School made their way into from the Nordic School made their way into business journals and well accepted brand equity business journals and well accepted brand equity concept emerged from David Aaker.concept emerged from David Aaker.

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Swedish business principles, continuedSwedish business principles, continued Database advances on the internet, and virtual Database advances on the internet, and virtual

work organizations, have developed one-on-work organizations, have developed one-on-one relationships with customersone relationships with customers

People’s Republic of China joins the People’s Republic of China joins the World Trade OrganizationWorld Trade Organization Could speed free-market reforms Could speed free-market reforms With this consumerism, can we also With this consumerism, can we also

expect improved/changed press freedoms, expect improved/changed press freedoms, internet censoring, reduced corruption, or internet censoring, reduced corruption, or the development of proper human rights?the development of proper human rights?

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People’s Republic of China, continuedPeople’s Republic of China, continued Chinese culture is permeating western society moreChinese culture is permeating western society more

Largely since the 1997 handover of Hong Kong to ChinaLargely since the 1997 handover of Hong Kong to China Companies trying to access the 200 million Chinese Companies trying to access the 200 million Chinese

consumersconsumers

Northern European companies strength in the Northern European companies strength in the 2000s 2000s Scandinavia, (including Finland, Norway, Denmark Scandinavia, (including Finland, Norway, Denmark

and of course Sweden) are considered the most and of course Sweden) are considered the most globally competitive countries in Europeglobally competitive countries in Europe

Sweden has succeeded because companies have a Sweden has succeeded because companies have a start-up management style and an international start-up management style and an international perspective perspective

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Cross media influences will continue to Cross media influences will continue to affect brandingaffect branding Already seen the web aesthetic influence print Already seen the web aesthetic influence print

and television design (and vice versa)and television design (and vice versa) Consumer are likely to continue web research Consumer are likely to continue web research

and review of products/pricing prior to deciding and review of products/pricing prior to deciding where to shop and whether to buy a product.where to shop and whether to buy a product.

Proliferation of media and segmentation of Proliferation of media and segmentation of markets continue to speed up and organizations markets continue to speed up and organizations need to remain poised to capitalize on new need to remain poised to capitalize on new opportunitiesopportunities

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Key change to identity and branding Key change to identity and branding is inclusiveness is inclusiveness Bringing in new cultural influencesBringing in new cultural influences Adopting more of the behavior of the Adopting more of the behavior of the

Nordic SchoolNordic School Increased brand differentiation through Increased brand differentiation through

“attitude”“attitude” Retail staff behaviorRetail staff behavior

Moral globalist – Need honor not Moral globalist – Need honor not marketing tricks or gimmicksmarketing tricks or gimmicks

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Collaborative world atmosphere – Collaborative world atmosphere –

Post September 11, 2001Post September 11, 2001 Based around listening, not dictatingBased around listening, not dictating New awareness of overseas culturesNew awareness of overseas cultures Companies can work for global Companies can work for global

advancement rather than just corporate advancement rather than just corporate finances. A more caring world in the finances. A more caring world in the future???future???

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Branding a NationBranding a NationWhy Branding a Nation is Key in this Why Branding a Nation is Key in this

Economy and Political Economy and Political EnvironmentEnvironment

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Branding A NationBranding A NationWhy Branding a Nation is Key in this EconomyWhy Branding a Nation is Key in this Economy

and Political Environmentand Political Environment

Key to developing tourism, inward investment, Key to developing tourism, inward investment, receiving aid, membership of the supranational receiving aid, membership of the supranational groups, and to find buyers of domestic products groups, and to find buyers of domestic products and servicesand services

Countries are working hard to develop and Countries are working hard to develop and communicate it’s brand image, culture, communicate it’s brand image, culture, exports, acts of policy and contribution to the exports, acts of policy and contribution to the global economyglobal economy

Historically, countries were known by their Historically, countries were known by their major international companies and now they major international companies and now they are becoming known for their country of origin.are becoming known for their country of origin.

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and Political Environmentand Political Environment (continued)(continued)

Country as brand is not a new concept Country as brand is not a new concept but increasing in popularitybut increasing in popularity Some recent international examples includeSome recent international examples include

““Malaysia, Truly Asia”Malaysia, Truly Asia” ““Amazing Thailand” where the imagery brings Amazing Thailand” where the imagery brings

out the feeling of transforming everyday out the feeling of transforming everyday individuals into amazing resort-filled livesindividuals into amazing resort-filled lives

Other countries aggressive in the approach are:Other countries aggressive in the approach are: Great Britain, Australia and New Zealand, South Great Britain, Australia and New Zealand, South

Korea, Hong Kong, Japan and the USA (Las Vegas, Korea, Hong Kong, Japan and the USA (Las Vegas, San Antonio, Scottsdale, etc.)San Antonio, Scottsdale, etc.)

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Branding A NationBranding A Nation

Why Branding a Nation is Key in this EconomyWhy Branding a Nation is Key in this Economyand Political Environmentand Political Environment


Nation MarketingNation Marketing Originally reserved for rich countries who Originally reserved for rich countries who

had created wealth through brand marketinghad created wealth through brand marketing Now moving to poorer or less developed Now moving to poorer or less developed

countries helping them graduate from countries helping them graduate from supplier of low-margins unbranded supplier of low-margins unbranded commodities to brand owners and branded commodities to brand owners and branded destinationsdestinations

Thus, “country as brand” marketing has the Thus, “country as brand” marketing has the potential to make a major and direct impact potential to make a major and direct impact on the fair distribution of wealthon the fair distribution of wealth

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Nation marketing, continuedNation marketing, continued Culture can be a metaphor for personality, Culture can be a metaphor for personality,

sharing the inner qualities of a nation sharing the inner qualities of a nation through its cultural enterprisethrough its cultural enterprise

Cultural aspect of a nation is like Cultural aspect of a nation is like geography, it is irreplaceable and cannot be geography, it is irreplaceable and cannot be copied. . .uniquely linked to the country copied. . .uniquely linked to the country itselfitself

Shows the spiritual and intellectual qualities Shows the spiritual and intellectual qualities of the country’s people and institutionsof the country’s people and institutions

All of this provides differentiation and USP All of this provides differentiation and USP (unique selling proposition) which is the key (unique selling proposition) which is the key driver of a brand and brand equitydriver of a brand and brand equity

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National brands have increased National brands have increased responsibility to transmit national responsibility to transmit national culture.culture. Overcome national stereotypes (USA – Youth Overcome national stereotypes (USA – Youth

brands, Japan – technology brands, heritage brands, Japan – technology brands, heritage brands from Britain, engineering brands from brands from Britain, engineering brands from Germany, luxury goods from Italy, etc.)Germany, luxury goods from Italy, etc.)

Offer something other than qualities of power, Offer something other than qualities of power, wealth and sophisticationwealth and sophistication

Culture plays an important role in the process Culture plays an important role in the process of enriching a country’ brand image.of enriching a country’ brand image.

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Best Global Brands 2006

Rank Brand Country of Origin Sector 2006 Brand Value ($M)Change in Brand

Value

1 Coca-Cola US Beverages 67,000 -1%

2 Microsoft US Computer Software 56,201 -5%

3 IBM US Computer Services 56,201 5%

4 GE US Diversified 48,907 4%

5 Intel US Computer Hardware 32,319 -9%

6 Nokia Finland Telecom Equipment 30,131 14%

7 Toyota Japan Automotive 27,941 12%

8 Disney US Media/ Entertainment 27,848 5%

9 McDonald's US Restaurants 27,501 6%

10 Mercedes Germany Automotive 21,795 9%

11 Citi US Financial Services 21,458 7%

12 Marlboro US Tobacco 21,350 1%

13 Hewlett-Packard US Computer Hardware 20,458 8%

14 American Express US Financial Services 19,641 6%

15 BMW Germany Automotive 19,617 15%

16 Gillette US Personal Care 19,579 12%

17 Louis Vuitton France Luxury Goods 17,606 10%

18 Cisco US Computer Services 17,532 6%

19 Honda Japan Automotive 17,049 8%

20 Samsung South Korea Consumer Electronics 16,169 8%

21 Merrill Lynch US Financial Services 13,001 8%

22 Pepsi US Beverages 12,690 2%

23 Nescafe Switzerland Beverages 12,507 2%

24 Google US Internet Services 12,376 46%

25 Dell US Computer Hardware 12,256 -7%

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BRANDING IN CHINABRANDING IN CHINAStrategies & ResponsesStrategies & Responses

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Branding in ChinaBranding in ChinaStrategies & ResponsesStrategies & Responses

Aggressive and optimistic two-pronged Aggressive and optimistic two-pronged strategystrategy Organically grow brands that are imbued Organically grow brands that are imbued

with new meanings reflecting positive with new meanings reflecting positive changes in Chinachanges in China

Acquiring talent, credibility and equity of Acquiring talent, credibility and equity of established brandsestablished brands

→→Led to dramatic transition from a Led to dramatic transition from a company seen as an original equipment company seen as an original equipment manufacturer to one that creates and manufacturer to one that creates and manages leading global brandsmanages leading global brands

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Early commercial perceptions of China Early commercial perceptions of China were not positivewere not positive Issues related to “trust” and “lack of quality”Issues related to “trust” and “lack of quality” Need to overcome and convince customers Need to overcome and convince customers

otherwiseotherwise Key is to determine relevance of China Key is to determine relevance of China

and Chinese brands globallyand Chinese brands globally Start by leveraging dominance in home Start by leveraging dominance in home

marketmarket Chinese brands are competing extremely well Chinese brands are competing extremely well

in their increasingly competitive home marketin their increasingly competitive home market

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Benefit from their ingrained position as low-cost Benefit from their ingrained position as low-cost producersproducers

Will win based on volume production and Will win based on volume production and efficient business modelsefficient business models

China has yet to establish a truly powerful China has yet to establish a truly powerful global brandglobal brand Need to make improvements in adequate Need to make improvements in adequate

protection for intellectual propertyprotection for intellectual property Now focused on profit not just factory output.Now focused on profit not just factory output. Seeking ways to innovate in business and Seeking ways to innovate in business and

branding to drive enhanced bottom line branding to drive enhanced bottom line performanceperformance

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Need brand sophistication (coming) and given Need brand sophistication (coming) and given anticipated dominance in certain industries will anticipated dominance in certain industries will have global brands in the near futurehave global brands in the near future

What are the next steps for the Chinese What are the next steps for the Chinese brands going globalbrands going global Low-cost leverage (leverage ability to produce Low-cost leverage (leverage ability to produce

goods and services at much lower costs and goods and services at much lower costs and higher volume)higher volume)

Combine with enhanced perceptions of qualityCombine with enhanced perceptions of quality Truly innovativeTruly innovative

Chinese government and enterprise helping to Chinese government and enterprise helping to defer counterfeiting (loss of profit)defer counterfeiting (loss of profit)

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China has the capability to truly innovate products and China has the capability to truly innovate products and services that have global relevance at an amazing rateservices that have global relevance at an amazing rate

Now the 3Now the 3rdrd largest investor in R&D after Japan and USA largest investor in R&D after Japan and USA Chinese companies originally acquiring companies for Chinese companies originally acquiring companies for

production capacity now not the caseproduction capacity now not the case Recruit new product talent and processesRecruit new product talent and processes

Acquiring companies for access to expansive sales Acquiring companies for access to expansive sales networksnetworks

Government war chests have money to invest in companiesGovernment war chests have money to invest in companies China increased investment in the developing world China increased investment in the developing world

(Asia, Latin America, Africa, Middle East) is deliberate (Asia, Latin America, Africa, Middle East) is deliberate strategystrategy

Want to obtain raw material, resources, achieve market entry Want to obtain raw material, resources, achieve market entry and gain established skills / experienceand gain established skills / experience

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New industriesNew industries Goal to develop a high-end, international Goal to develop a high-end, international

luxury automobile brand through luxury automobile brand through Shanghai Automotive Industry Shanghai Automotive Industry Corporation (SAIC)Corporation (SAIC) Luxury car based on the Rover 75 selling Luxury car based on the Rover 75 selling

200,000 cars by 2010200,000 cars by 2010 Investing $1 billion over 4 years on projectInvesting $1 billion over 4 years on project

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Niche MarketsNiche Markets Strategically target sectors that have been Strategically target sectors that have been

neglected or over looked by othersneglected or over looked by others Invest in innovations and quality and take over Invest in innovations and quality and take over

larger percentage of market sharelarger percentage of market share ExamplesExamples

St. Allen’s – Nail clippersSt. Allen’s – Nail clippers 10% global market10% global market Yuchen Playing CardsYuchen Playing Cards 12% 12% China Int’l Marine ContainersChina Int’l Marine Containers 50% shipping 50% shipping

container marketcontainer market Guangdong Galanz EnterprisesGuangdong Galanz Enterprises 40% microwave 40% microwave

oven marketoven market

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Redefine “Made in China” labelRedefine “Made in China” label Long synonymous with “cheap.” Need to Long synonymous with “cheap.” Need to

create a create a valuevalue proposition of quality / price proposition of quality / price Learn from SamsungLearn from Samsung

Focus on design: “Status” was the #1 Focus on design: “Status” was the #1 reason for choosing a brand and now it is reason for choosing a brand and now it is “good design”“good design”

Chinese customers are demanding Chinese customers are demanding functionality, ergonomics, appearance, functionality, ergonomics, appearance, status, among other benefits status, among other benefits

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Be Chinese . . . GloballyBe Chinese . . . Globally Build factories in other markets while Build factories in other markets while

also making acquisitionsalso making acquisitions Dichotomy of Chinese expansionDichotomy of Chinese expansion

Down playing roots to distance themselves Down playing roots to distance themselves from “cheap” reputationfrom “cheap” reputation

Looking to Chinese character to differentiate Looking to Chinese character to differentiate brands in a modern day Chinabrands in a modern day China

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Learn from ChinaLearn from China Two best ways to do this are toTwo best ways to do this are to

(1) Commercially enter the country or(1) Commercially enter the country or (2) Buy a Chinese company(2) Buy a Chinese company

Need to create long standing, mutually beneficial Need to create long standing, mutually beneficial business relationshipsbusiness relationships

Learn the culture, history, people and Learn the culture, history, people and sensitivitiessensitivities

Must pursue an active interest in China to Must pursue an active interest in China to understand the competitive threat and changing understand the competitive threat and changing global marketplaceglobal marketplace

Jeff Swyshun, Global Director, InterbrandJeff Swyshun, Global Director, Interbrand

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CREATING A BRANDCREATING A BRAND

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Creating a BrandCreating a Brand

What is a brand? Why is it What is a brand? Why is it important?important?

Common misperception that branding just Common misperception that branding just happens or is a project with a start & finishhappens or is a project with a start & finish

A brand is the greatest asset your company will A brand is the greatest asset your company will nevernever see. see.

“A brand is . . . the collective perception of a product or company based on experience. The aggregate of (customer) experiences, accumulated across all audiences over time, creates this “collective perception.” James R. James R.

GregoryGregory

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Branding Begins at HomeBranding Begins at Home

““Branding is not based on what goes on Branding is not based on what goes on with the brand but rather what goes with the brand but rather what goes in . . .should be an investigation of the in . . .should be an investigation of the brand’s very substance – the facets of brand’s very substance – the facets of brand identity.”brand identity.” KapfererKapferer

Forces a business to think about Forces a business to think about important internal and strategic issues:important internal and strategic issues:

VisionVision Immediate and long-term goalImmediate and long-term goal Corporate valuesCorporate values

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Brand Identity: Brand Identity: The who? What? Why?The who? What? Why?

of the Brand of the Brand

Articulate to your audience what makes you Articulate to your audience what makes you unique, different, special. Answer several unique, different, special. Answer several questions:questions:

Key messageKey message Two or three points that best support the Two or three points that best support the

products uniqueness, difference and special products uniqueness, difference and special elementselements

Positioning Positioning The one essential idea you want to “own” in The one essential idea you want to “own” in

the minds of your audience.the minds of your audience.

continuedcontinued

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of the Brand of the Brand (continued)(continued) Brand promiseBrand promise

What emotional and practical benefits What emotional and practical benefits the customer is assured of receivingthe customer is assured of receiving

Illustrated by a cause and effect Illustrated by a cause and effect sequence that begins with key sequence that begins with key messages and ends with the unique messages and ends with the unique advantages the audience will enjoy.advantages the audience will enjoy.

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of the Brand of the Brand (continued)(continued)

PersonalityPersonality Human qualities and/or persona that best Human qualities and/or persona that best

reflects the character of a businessreflects the character of a business If our product was a person what would he be If our product was a person what would he be

like?like? Want to increase likelihood that customer will Want to increase likelihood that customer will

relate to brand and want to be a part of itrelate to brand and want to be a part of it Competitive differentiationCompetitive differentiation

Unique benefits that set your product / Unique benefits that set your product / business apart from the competition. Why business apart from the competition. Why the customer should choose you.the customer should choose you.

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of the Brand of the Brand (continued)(continued) Visible symbols of a brand:Visible symbols of a brand:

These are the outward expressions of all a These are the outward expressions of all a company brand is and hopes to becompany brand is and hopes to be

LogosLogos IconsIcons SymbolsSymbols

NameName Tag LineTag Line

NameName ““The most important branding decision you will The most important branding decision you will

ever make is what to name your product or ever make is what to name your product or service…All other factors being equal, the brand service…All other factors being equal, the brand

with the better name will come out on top.”with the better name will come out on top.”Ries and Ries and

RiesRies

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The Brand PyramidThe Brand Pyramid

Essence

Values

Personality

Emotional benefits

Functional benefits

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Keys to Developing Keys to Developing Winning BrandsWinning Brands

Strong, increasing brand equity is vitalStrong, increasing brand equity is vital Secure top management support Secure top management support Profound customer knowledge is essentialProfound customer knowledge is essential Product and service must exceed customer Product and service must exceed customer

expectationsexpectations Building strong awareness of the brandBuilding strong awareness of the brand

Awareness → trial → repeat use → loyaltyAwareness → trial → repeat use → loyalty Relevant differentiationRelevant differentiation Evoke emotions and create sensory experienceEvoke emotions and create sensory experience Exhibit admirable human qualities Exhibit admirable human qualities

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Keys to Developing Keys to Developing Winning Brands Winning Brands


Stand for somethingStand for something Constant product and service innovationConstant product and service innovation Corporate culture must reinforce brand Corporate culture must reinforce brand

positioningpositioning Internal brand buildingInternal brand building Front line employees are a key to a brand’s Front line employees are a key to a brand’s

successsuccess Co-create your brand with your customers.Co-create your brand with your customers.

Brad Van AukeBrad Van Auke

Director, Brand ManagementDirector, Brand Management

HallmarkHallmark

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MARKETING MARKETING

MANAGEMENTMANAGEMENT

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Marketing ManagementMarketing Management

The master plan to launch successful The master plan to launch successful brands, products, servicesbrands, products, services

The analysis, planning, implementation, and The analysis, planning, implementation, and control of programs designed to create, build and control of programs designed to create, build and maintain brand equity and value with target maintain brand equity and value with target consumers.consumers.

Marketing management involves:Marketing management involves: Understanding the economic structure of Understanding the economic structure of

your industryyour industry Category sales value (financial)Category sales value (financial) Volume (# of cases)Volume (# of cases)

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Marketing Management Marketing Management (continued)(continued)

Identify segments within your market (market Identify segments within your market (market segmentation)segmentation) Breaks the market into smaller unit enabling a Breaks the market into smaller unit enabling a

focus of marketing / branding / advertising effortsfocus of marketing / branding / advertising efforts Demographic: Age, sex, marital status, ethnicity, religion, Demographic: Age, sex, marital status, ethnicity, religion,

etc.etc. Psychographic: Values, attitudes, lifestylesPsychographic: Values, attitudes, lifestyles Social economicSocial economic Motivations & usesMotivations & uses

Mood control, self esteem enhancement, group affiliations, Mood control, self esteem enhancement, group affiliations, etc.etc.

Identify the marketing strategy that best fits Identify the marketing strategy that best fits your companyyour company

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Marketing Management Marketing Management Marketing StrategiesMarketing Strategies

Every marketing strategy is unique but Every marketing strategy is unique but begins with a core generic strategy.begins with a core generic strategy.

Market DominanceMarket Dominance Firms are classified based on their market share Firms are classified based on their market share

or dominance within an industryor dominance within an industry Five types of market dominance strategiesFive types of market dominance strategies

Market leaderMarket leader FollowerFollower ChallengerChallenger Niche playerNiche player ProducerProducer

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Porter generic strategiesPorter generic strategies Assessed strategy based on two dimensions:Assessed strategy based on two dimensions:

Strategic Scope deals with the breadth of market Strategic Scope deals with the breadth of market penetration (demand side dimension)penetration (demand side dimension)

Strategic Strength covers the degree to which a company Strategic Strength covers the degree to which a company has a sustainable competitive advantage (supply side has a sustainable competitive advantage (supply side dimensions), core competencies, differentiations & ethnicitydimensions), core competencies, differentiations & ethnicity

Three strategies of significanceThree strategies of significance Cost leadershipCost leadership

Emphasizes efficiency by producing high volumes of product Emphasizes efficiency by producing high volumes of product take advantage of economics of scale & experience curve take advantage of economics of scale & experience curve effectseffects

Need considerable market share orNeed considerable market share or Preferential access to raw markets, labor and other cost Preferential access to raw markets, labor and other cost

related items related items

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Product differentiationProduct differentiation Creating a product that is uniqueCreating a product that is unique Customers tend to be more loyal because they Customers tend to be more loyal because they

can’t get the product benefits elsewherecan’t get the product benefits elsewhere Price elasticity is reduced and customers Price elasticity is reduced and customers

willing to pay premiumwilling to pay premium Market segmentationMarket segmentation

Concentrates of a few target markets (also Concentrates of a few target markets (also called “focus” or “niche” strategycalled “focus” or “niche” strategy

52

Marketing Management Marketing Management Porter’s Generic StrategyPorter’s Generic Strategy


Porter's Generic Strategies

Target Scope

Advantage

Low Cost Product Uniqueness

Broad (Industry Wide) Cost leadership Strategy Differentiation Strategy

Narrow (Market Segment) Focus Strategy (Low Cost) Focus Strategy (Differentiation)

53

Marketing Management Marketing Management Porter Generic StrategyPorter Generic Strategy

Successful implementation benefits from:Successful implementation benefits from:

Cost Cost LeadershipLeadership

DifferentiationDifferentiation Market Market SegmentationSegmentation

Process engineering Process engineering skillsskills

Strong research and development skillsStrong research and development skills Strong target Strong target implementation implementation understandingunderstanding

Products designed Products designed for ease of for ease of manufacturemanufacture

Strong product engineering skillsStrong product engineering skills Strong marketing / Strong marketing / advertising capabilitiesadvertising capabilities

Sustained access to Sustained access to inexpensive capitalinexpensive capital

Strong creativity skillsStrong creativity skills Ability to execute Ability to execute Guerilla MarketingGuerilla Marketing

Close supervision of Close supervision of labourlabour

Good cooperation with distribution Good cooperation with distribution channelschannels

Tight cost controlTight cost control Strong marketing skillsStrong marketing skills

Incentives based on Incentives based on quantitative targetsquantitative targets

Incentives based largely on subjective Incentives based largely on subjective measuresmeasures

Be able to communicate the importance of Be able to communicate the importance of the differentiating product characteristicsthe differentiating product characteristics

Stress improvement and innovationStress improvement and innovation

Attract highly skilled, creative peopleAttract highly skilled, creative people

54


Innovation strategiesInnovation strategies The rate of new product development and innovation within The rate of new product development and innovation within

the company business modelthe company business model Cutting edge technology (Strong R&D Focus)Cutting edge technology (Strong R&D Focus) Three types: Pioneers, close followers, late followersThree types: Pioneers, close followers, late followers

Growth strategies covers methods / approaches for Growth strategies covers methods / approaches for the firm to growthe firm to grow Horizontal integrationHorizontal integration Vertical integrationVertical integration DiversificationDiversification IntensificationIntensification

Aggressiveness strategies –asks whether a firm Aggressiveness strategies –asks whether a firm should grow or notshould grow or not BuildingBuilding HoldingHolding Harvesting (Profit taking)Harvesting (Profit taking)

55


Identify and target marketsIdentify and target markets Conduct marketing research to develop Conduct marketing research to develop

profiles on your core customersprofiles on your core customers Understand your competitors and their Understand your competitors and their

products (competitive analysis)products (competitive analysis) Competitor array (evaluate competitors on Competitor array (evaluate competitors on

weighted key success factors (KSF)weighted key success factors (KSF)

See chart, next pageSee chart, next page

56

Marketing ManagementMarketing ManagementCompetitive AnalysisCompetitive Analysis

Competitive ArrayCompetitive ArrayKey Industry Key Industry

Success FactorsSuccess Factors WeightingWeighting Competitor Competitor #1 rating#1 rating

Competitor Competitor #1 weighted#1 weighted

Competitor Competitor #2 rating#2 rating

Competitor Competitor #2 #2

weightedweighted

1. Extensive 1. Extensive distributiondistribution .4.4 66 2.42.4 33 1.21.2

2. Customer focus2. Customer focus .3.3 44 1.21.2 55 1.51.5

3. Economics of 3. Economics of scalescale .2.2 33 .6.6 33 .6.6

4. Product 4. Product innovationinnovation .1.1 77 .7.7 44 .4.4

TOTALSTOTALS 1.01.0 2020 4.94.9 1818 3.73.7

57

Marketing Management Marketing Management Competitive AnalysisCompetitive Analysis

Competitive profilingCompetitive profiling BackgroundBackground FinancialFinancial ProductsProducts MarketingMarketing FacilitiesFacilities PersonnelPersonnel Corporate & marketing strategiesCorporate & marketing strategies

Porter’s Five Forces AnalysisPorter’s Five Forces Analysis

Marketing Management Marketing Management

Porter’s 5 ForcesPorter’s 5 ForcesCompetitive AnalysisCompetitive Analysis

A model for industry analysisA model for industry analysis

59

Diagram of Porter's Five Forces

SUPPLIER POWER

Supplier concentration

Importance of volume to supplier

Differentiation of inputs

Impact of inputs on cost or differentiation

Switching costs of firms in the industry

Presence of substitute inputs

Threat of forward integration

Cost relative to total purchases in industry

BARRIERS TO ENTRY THREAT OF SUBSTITUTES

Absolute cost advantages -Switching costs

Proprietary learning curve -Buyer inclination to

Access to inputs substitute

Government policy RIVALRY -Price-performance

Economies of scale trade-off of substitutes

Capital requirements

Brand identity

Switching costs

Access to distribution

Expected retaliation

Proprietary products

BUYER POWER DEGREE OF RIVALRY

Bargaining leverage -Exit barriers

Buyer volume -Industry concentration

Buyer information -Fixed costs/Value added

Brand identity -Industry growth

Price sensitivity -Intermittent overcapacity

Threat of backward integration -Product differences

Product differentiation -Switching costs

Buyer concentration vs. industry -Brand identity

Substitutes available -Diversity of rivals

Buyers' incentives -Corporate stakes

60

Marketing Management Marketing Management Competitive AnalysisCompetitive Analysis

Generic Strategies and Industry Forces

Industry Force

Generic Strategies

Cost Leadership Differentiation Focus

Entry Barriers

Ability to cut price in retaliation deters potential

entrantsCustomer loyalty can discourage

potential entrants

Focusing develops core competencies that can act as

barrier to entry

Buyer PowerAbility to offer lower price

to powerful buyers

Large buyers have less power to negotiate because of few close

alternatives

Large buyers have less power to negotiate because of few

alternatives

Supplier PowerBetter insulated from

powerful suppliersBetter able to pass on supplier price increases to customers

Suppliers have power because of low volumes, but a differentiation-focused firm is better able to pass

on supplier price increases

Threat of Substitutes

Can use low price to defend against substitutes

Customer's become attached to differentiating attributes, reducing

threat of substitutes

Specialized products and core competency protect against

substitutes

RivalryBetter able to compete on

priceBrand loyalty to keep customers

from rivalsRivals cannot meet differentiation-

focused customer needs

61


Develop new productsDevelop new products Establish process to screen external Establish process to screen external

opportunities & threatsopportunities & threats Understand your company’s strengths and Understand your company’s strengths and

weaknesses weaknesses Audit your customers experience with the Audit your customers experience with the

brand continuously brand continuously Develop marketing strategies for each of your Develop marketing strategies for each of your

products using the marketing mix variables products using the marketing mix variables or the 5 Ps: Positioning, Product, Pricing, or the 5 Ps: Positioning, Product, Pricing, Promotion, and Place (distribution)Promotion, and Place (distribution)

62

MARKETING MIXMARKETING MIX

63

Marketing MixMarketing Mix

PositioningPositioning Is a technique by which markets try to create Is a technique by which markets try to create

an image or identity for a product, brand or an image or identity for a product, brand or organizationorganization

Product PositioningProduct Positioning Successful strategies are rooted in a Successful strategies are rooted in a

product’s sustainable advantage. Most product’s sustainable advantage. Most common basis for product positioning are:common basis for product positioning are: Specific product featuresSpecific product features Specific benefits, needs or solutionsSpecific benefits, needs or solutions Specific use categoriesSpecific use categories

64

Marketing MixMarketing Mix(continued)(continued)

Specific use occasionsSpecific use occasions Compared to another productCompared to another product Product class dissociationProduct class dissociation

Product positions process generally involvesProduct positions process generally involves Identifying competing productsIdentifying competing products Identify the attributes that define the product Identify the attributes that define the product

spacespace Collect information from customers on their Collect information from customers on their

perceptions of each product on the relevant perceptions of each product on the relevant attributesattributes

Determine each products share of mindDetermine each products share of mind

65


Determine the target market’s preferred Determine the target market’s preferred combination of combination of

Attributes (referred to as an ideal vector)Attributes (referred to as an ideal vector) Examine fit between:Examine fit between:

Positions of competing productsPositions of competing products The position of your productThe position of your product The position of the ideal vectorThe position of the ideal vector

Select optimum positionSelect optimum position Positioning conceptsPositioning concepts

Functional positionsFunctional positions Symbolic positionsSymbolic positions Experimental positionsExperimental positions

66


Product / PackagingProduct / Packaging Product the specifications of the actual goods or Product the specifications of the actual goods or

services, and how it relates to the end users needs services, and how it relates to the end users needs and wantsand wants

Core benefitCore benefit Tangible product or serviceTangible product or service Augmented product or service (warranty, added value, Augmented product or service (warranty, added value,

etc.)etc.) PackagingPackaging

Role is to communicate the product and it’s function and Role is to communicate the product and it’s function and benefit. benefit.

Needs to sell and convince at the shelfNeeds to sell and convince at the shelf Increasingly important to be functional in delivering the Increasingly important to be functional in delivering the

product in a unique wayproduct in a unique way

67


Pricing -- The process of setting a Pricing -- The process of setting a price for a product or service, price for a product or service, including any available discountsincluding any available discounts Meets pricing / profit objectivesMeets pricing / profit objectives Volume discounts, geographical variancesVolume discounts, geographical variances Price elasticity and consumer sensitivityPrice elasticity and consumer sensitivity Fits the sensitivity of the marketplaceFits the sensitivity of the marketplace Supports the product positioningSupports the product positioning

68


Promotional mixPromotional mix Include advertising, sales promotion, trade Include advertising, sales promotion, trade

promotion, publicity, personal or direct promotion, publicity, personal or direct sellingselling

Advertising mix (print ads – newspaper and Advertising mix (print ads – newspaper and magazines), radio, television, billboards / outdoor, magazines), radio, television, billboards / outdoor, direct mail, brochures, catalogues, signs, in-store direct mail, brochures, catalogues, signs, in-store displays, posters, motion pictures, web pages, displays, posters, motion pictures, web pages, banner ads, e-mail marketing, etc., etc., etc.)banner ads, e-mail marketing, etc., etc., etc.)

Place (distribution)Place (distribution) Refers to how the product gets to the end Refers to how the product gets to the end

consumer (retail store, wholesale distributor, consumer (retail store, wholesale distributor, etc.)etc.)

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Marketing MixMarketing MixAdvertisingAdvertising

Objective: Used to convey availability Objective: Used to convey availability and information about a “product” or and information about a “product” or “service,” persuade people to buy it, “service,” persuade people to buy it, and keep the organization in the and keep the organization in the public eyepublic eye USP (Unique selling proposition)USP (Unique selling proposition) Brand EquityBrand Equity

70


Media OverallMedia Overall Select media based on it’s efficiency, Select media based on it’s efficiency,

effectiveness on reaching our target effectiveness on reaching our target market. market. TargetTarget

Core age of target (eg. 25-54 years old)Core age of target (eg. 25-54 years old) Household income >$75KHousehold income >$75K Like healthy alternatives to caffeinated soft Like healthy alternatives to caffeinated soft

drinksdrinks Trendy, likes to try new products, early Trendy, likes to try new products, early

adopteradopter

71


MediaMediaMedia Types

TV/Broadcast: Will work best in established or multi-store markets where $’s are incremental to basic media plan

++ --

Great vehicle for reachGreat vehicle for reach Expensive, Need large budget Expensive, Need large budget to be effectiveto be effective

3D visual images (sight, sound, 3D visual images (sight, sound, movement, great for visual movement, great for visual products)products)

Production costsProduction costs

Very impactful and memorableVery impactful and memorable Long lead timesLong lead times

72


MediaMedia Radio: Great for event specific promotions Radio: Great for event specific promotions

with call to action, difficult to use with call to action, difficult to use effectively until sales reach $1MM and effectively until sales reach $1MM and brand identity has been establishedbrand identity has been established

++ --

Can reach very specific Can reach very specific target/lifestyle groupstarget/lifestyle groups

Expensive to get needed Expensive to get needed reach for it to make financial reach for it to make financial sensesense

Good Awareness and traffic Good Awareness and traffic generator with call to actiongenerator with call to action

Stations and formats are very Stations and formats are very fragmentedfragmented

Short lead times, production Short lead times, production can be done in a daycan be done in a day

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MediaMedia Magazines (Quality Print): Great to build image Magazines (Quality Print): Great to build image

of brand and products especially for those that of brand and products especially for those that benefit from visual representation or full color. benefit from visual representation or full color. They allow visibility with frequency that They allow visibility with frequency that otherwise would not be available otherwise would not be available

++ --

Most often in full color, great Most often in full color, great for image, quality of productfor image, quality of product

Typically expensiveTypically expensive

Magazines have a specific Magazines have a specific target audience and are target audience and are usually subscribed to by usually subscribed to by readersreaders

Smaller ads in back of Smaller ads in back of publication with less publication with less exposureexposure

Have a long shelf life. Around Have a long shelf life. Around for a month plus and often for a month plus and often have several readers per copyhave several readers per copy

74


MediaMedia

Newspaper: Great Reach vehicle, able to Newspaper: Great Reach vehicle, able to communicate to a large number of people communicate to a large number of people and at great frequency (daily)and at great frequency (daily)

++ --

Great traffic generator with Great traffic generator with call to actioncall to action

Decreasing distributionDecreasing distribution

Targeting options are often Targeting options are often available (regional or market available (regional or market areas)areas)

Does target audience read the Does target audience read the newspaper?newspaper?

Short lead time, fast responseShort lead time, fast response Black & white limits image and Black & white limits image and overall ad qualityoverall ad quality

75


MediaMedia Outdoor/Billboards: High visibility and Outdoor/Billboards: High visibility and

affordabilityaffordability

++ --

Select based on targeted Select based on targeted location (where people live location (where people live and/or work)and/or work)

Billboards are very expensive, Billboards are very expensive, yet have significant drive by yet have significant drive by traffictraffic

High visibility, daily High visibility, daily impressionsimpressions

Low cost (with flexibility)Low cost (with flexibility)

Normally large inventory to Normally large inventory to select fromselect from

76


MediaMedia

Direct Mail/NewslettersDirect Mail/Newsletters

+ -

Able to send targeted messages to specific groups (prior customers, prospects)

Can be expensive for lists, printing, and postage if it doesn’t work

Creative options are available. Co-op options are also available

Several variables that can go wrong (list, offer/call to action, image/graphics, product not relevant to customer)

Response rates tend to be low

77


MediaMedia Other:Other:

Web site (product/company information, promotion and Web site (product/company information, promotion and events, branding)events, branding)

E-marketingE-marketing Public RelationsPublic Relations Word of mouthWord of mouth Point of Purchase (In-store displays with information and Point of Purchase (In-store displays with information and

samples for customers to become familiar with samples for customers to become familiar with brand/product)brand/product)

Referral program (Ask current customers to refer you to Referral program (Ask current customers to refer you to new prospects)new prospects)

NewslettersNewsletters FlyersFlyers Special targeted programs (sponsor events where your Special targeted programs (sponsor events where your

target will be present)target will be present)

78


Media Plan (Visual) Media Plan (Visual) MONTHS JANUARY FEBRUARY MARCH APRIL MAY JUNE

WEEKS (M-SU) 3 10 17 24 31 7 14 21 28 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20

Saturday Dates 8 15 # 29 5 # 19 # 5 12 19 26 2 9 16 23 # 7 14 21 28 4 11 18 25

NEWSPAPER:

Arizona Republic

Get Out Weekend Pub

MAGAZINES:

Arizona Foothills

Betterh Homes and Gardens

RADIO:

KTAR AM

TELEVISION:

Channel 3

BBC

SPECIAL EVENTS:

New Store Opening

Web site operating

Marketing Materials Developed

PR Campaign

Charity event

79


Media BudgetMedia BudgetPUBLICATION/MEDIA JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER TOTAL ACTUAL +/-

Plan Plan Plan Plan Plan Plan Plan Plan Plan Plan Plan Plan 2005

Monthly Sales Goal $100,000 $100,000 $100,000 $100,000 $100,000 $100,000 $100,000 $100,000 $100,000 $100,000 $100,000 $100,000 $1,200,000

NEWSPAPER:

MAGAZINES: RADIO: TELEVISION: SPECIAL EVENTS:

Graphic DesignCharitable Contributions

Marketing SuppliesTrade Shows

Networking Referral Programs

Events Gifts

Website Other

Total $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 -$ -$ -$ ADV % of Sales 0 0 0 0 0 0 0 0 0 0 0 0 0

80


Media Efficiency and EffectivenessMedia Efficiency and Effectiveness Analyzing Efficiency and EffectivenessAnalyzing Efficiency and Effectiveness

What is working and not working?What is working and not working? We can affect performance by driving the We can affect performance by driving the

processprocess Advertising and networking drive trafficAdvertising and networking drive traffic Traffic, average sale and buy ratio drive salesTraffic, average sale and buy ratio drive sales Sales impact money in you pocketSales impact money in you pocket

Need to analyze what gives us the biggest Need to analyze what gives us the biggest bang for the buck and do more of it.bang for the buck and do more of it.

Using a tracking tool/spreadsheet to track Using a tracking tool/spreadsheet to track every dollar spent and received (from every dollar spent and received (from advertising and networking) in your businessadvertising and networking) in your business

81

Industry or Market ResearchIndustry or Market Research

The FoundationThe Foundation

82

Industry or Market ResearchIndustry or Market ResearchThe FoundationThe Foundation

The acquisition of corporate The acquisition of corporate intelligence on a broad range of intelligence on a broad range of topics, including the followingtopics, including the following MacroeconomicMacroeconomic

EconomyEconomy GovernmentGovernment LegalLegal TechnologicalTechnological EcologicalEcological Socio CulturalSocio Cultural

83

Industry or Market ResearchIndustry or Market ResearchThe FoundationThe Foundation


Market analysis and competitor analysis Market analysis and competitor analysis Market definitionMarket definition Market sizeMarket size Market segmentationMarket segmentation Industry structureIndustry structure Porter 5 forces analysisPorter 5 forces analysis Supply chainSupply chain Competition and market shareCompetition and market share Competitors strengths and weaknessesCompetitors strengths and weaknesses Market trendsMarket trends

84

Consumer Analysis or Consumer Analysis or

Marketing ResearchMarketing Research

Understanding the wants and Understanding the wants and

needs of your customerneeds of your customer

85

Consumer Analysis Consumer Analysis or Marketing Researchor Marketing Research

Understanding the wants and needs of your Understanding the wants and needs of your customercustomer

Comprises a form of applied sociological Comprises a form of applied sociological study which concentrates on understanding study which concentrates on understanding the behaviors, whims, and preferences, the behaviors, whims, and preferences, mainly current and future, of consumers in a mainly current and future, of consumers in a market based economymarket based economy Nature of the buying decisionNature of the buying decision ParticipantsParticipants DemographicsDemographics PsychographicsPsychographics Buyer motivation and expectationBuyer motivation and expectation Loyalty segmentsLoyalty segments

86


Understanding the wants and needs of your customer Understanding the wants and needs of your customer (continued)(continued)

Types of marketing research methodologiesTypes of marketing research methodologies Qualitative (depth interviews, focus groups, and Qualitative (depth interviews, focus groups, and

projective techniquesprojective techniques QuantitativeQuantitative Observation techniquesObservation techniques Experimental techniquesExperimental techniques

Marketing Research techniques / processesMarketing Research techniques / processes Concept testingConcept testing Positioning researchPositioning research Brand name testingBrand name testing Brand equity researchBrand equity research

87


Understanding the wants and needs of your customerUnderstanding the wants and needs of your customer (continued)(continued)

Marketing Research techniques / Marketing Research techniques / processes, continuedprocesses, continued Segmentation researchSegmentation research Product testingProduct testing Demand estimationDemand estimation Price elasticityPrice elasticity Advertising and Promotion researchAdvertising and Promotion research Test marketingTest marketing Sales forecastingSales forecasting Customer satisfaction surveysCustomer satisfaction surveys

88

Innovation andInnovation and

New Product DevelopmentNew Product Development

Keeping the Pipeline FullKeeping the Pipeline Full

89

Innovation and New Product Innovation and New Product Development – Development –

Keeping the Pipeline FullKeeping the Pipeline Full

InnovationInnovation Supply pushed or demand ledSupply pushed or demand led Innovation in business: Research & Innovation in business: Research &

developmentdevelopment Non-technical. (Business model)Non-technical. (Business model)

New product processNew product process Idea generationIdea generation Idea screeningIdea screening Concept development and testingConcept development and testing

90

Innovation and New Product Innovation and New Product Development – Development –

Keeping the Pipeline Full Keeping the Pipeline Full (continued)(continued)

New product process, continuedNew product process, continued Business analysisBusiness analysis Product testing of prototype product in typical Product testing of prototype product in typical

use situationuse situation Technical implementation (scaling up Technical implementation (scaling up

manufacturing)manufacturing) Commercialization (launch)Commercialization (launch) Protecting new products (patents, copyright, Protecting new products (patents, copyright,

trademarks, trade secrets)trademarks, trade secrets)

91

CASE STUDIESCASE STUDIESStarbucksStarbucks

Cold Stone CreameryCold Stone Creamery

SoBe BeveragesSoBe Beverages

92

STARBUCKSSTARBUCKS Case StudyCase Study

93

STARBUCKSSTARBUCKS AT A GLANCEAT A GLANCE

Headquarters- Seattle, WAHeadquarters- Seattle, WA Opened their first store at Pike Place Opened their first store at Pike Place

Market in Seattle 1971.Market in Seattle 1971. Starbucks purchases and roasts high-Starbucks purchases and roasts high-

quality whole bean coffees and sells them quality whole bean coffees and sells them along with fresh, rich-brewed, Italian style along with fresh, rich-brewed, Italian style espresso beverages, a variety of pastries espresso beverages, a variety of pastries and confections, and coffee-related and confections, and coffee-related accessories and equipment -- primarily accessories and equipment -- primarily through its company-operated retail stores. through its company-operated retail stores.

11,784 stores worldwide as of July 2, 200611,784 stores worldwide as of July 2, 2006 2005 annual revenues of 6.4 billion2005 annual revenues of 6.4 billion

94

STARBUCKSSTARBUCKS (continued)(continued)

The Company's objective is to establish The Company's objective is to establish Starbucks as the most recognized and Starbucks as the most recognized and respected brand in the world. respected brand in the world.

To achieve this goal, the Company plans to To achieve this goal, the Company plans to continue to rapidly expand its retail continue to rapidly expand its retail operations, grow its specialty sales and operations, grow its specialty sales and other operations, and selectively pursue other operations, and selectively pursue opportunities to leverage the Starbucks opportunities to leverage the Starbucks brand through the introduction of new brand through the introduction of new products and the development of new products and the development of new distribution channels distribution channels

95

Establish Starbucks as the premier purveyor of Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining the finest coffee in the world while maintaining our uncompromising principles while we grow.our uncompromising principles while we grow.

The following six guiding principles will help us The following six guiding principles will help us measure the appropriateness of our decisions:measure the appropriateness of our decisions: Provide a great work environment and treat each other with Provide a great work environment and treat each other with

respect and dignity.respect and dignity. Embrace diversity as an essential component in the way we Embrace diversity as an essential component in the way we

do business.do business. Apply the highest standards of excellence to the purchasing, Apply the highest standards of excellence to the purchasing,

roasting and fresh delivery of our coffee.roasting and fresh delivery of our coffee. Develop enthusiastically satisfied customers all of the time.Develop enthusiastically satisfied customers all of the time.

Contribute positively to our communities and our Contribute positively to our communities and our environment.environment.

Recognize that profitability is essential to our future success.Recognize that profitability is essential to our future success.

STARBUCKSSTARBUCKS Starbucks’ Mission StatementStarbucks’ Mission Statement

96

Starbucks is committed to a role of environmental Starbucks is committed to a role of environmental leadership in all facets of our business.leadership in all facets of our business.

We fulfill this mission by a commitment to:We fulfill this mission by a commitment to: Understanding of environmental issues and sharing Understanding of environmental issues and sharing

information with our partners.information with our partners. Developing innovative and flexible solutions to bring about Developing innovative and flexible solutions to bring about

changechange Striving to buy, sell and use environmentally friendly Striving to buy, sell and use environmentally friendly

productsproducts Recognizing that fiscal responsibility is essential to our Recognizing that fiscal responsibility is essential to our

environmental future.environmental future. Instilling environmental responsibility as a corporate valueInstilling environmental responsibility as a corporate value Measuring and monitoring our progress for each projectMeasuring and monitoring our progress for each project Encouraging all partners to share in our mission.Encouraging all partners to share in our mission.

STARBUCKS STARBUCKS Environmental Mission StatementEnvironmental Mission Statement

97

Embracing our differences: Embracing our differences: Aside from extraordinary Aside from extraordinary coffee, Starbucks has made a business out of human coffee, Starbucks has made a business out of human connections, community involvement and the celebration of connections, community involvement and the celebration of cultures. And so, it’s only natural that as a guiding principle, cultures. And so, it’s only natural that as a guiding principle, diversity is integral to everything we do. diversity is integral to everything we do.

The word “diversity” means many things to different people. The word “diversity” means many things to different people. We see diversity as “all the ways we differ and are the We see diversity as “all the ways we differ and are the same.” This concept encompasses, but is not limited to, same.” This concept encompasses, but is not limited to, human differences with regard to race, ethnicity, gender, human differences with regard to race, ethnicity, gender, culture, and physical ability. In addressing diversity, we also culture, and physical ability. In addressing diversity, we also consider issues like tenure, style, and our individual roles consider issues like tenure, style, and our individual roles within the company. within the company.

Just as critical to our success as a global company is the idea Just as critical to our success as a global company is the idea of inclusion, defined as a combination of differences and of inclusion, defined as a combination of differences and similarities in the pursuit of new ideas and individual similarities in the pursuit of new ideas and individual relationships made everyday.relationships made everyday.

STARBUCKSSTARBUCKSPOSITIONINGPOSITIONING

98

“You get more than the finest coffee when you visit Starbucks—you get great people, first-rate music and a comfortable and upbeat meeting place,” says Howard Schultz, Starbucks chairman. “We establish the value of buying a product at Starbucks by our uncompromising quality and by building a personal relationship with each of our customers. Starbucks is rekindling America’s love affair with coffee, bringing romance and fresh flavor back to the brew.”

THE STARBUCKS EXPERIENCE

99

STARBUCKSSTARBUCKSPRODUCTPRODUCT

Coffee: More than 30 blends and single-origin coffees.

Handcrafted Beverages: Fresh-brewed coffee, hot and iced espresso beverages, coffee and non-coffee blended beverages, and Tazo® teas.

Merchandise: An exclusive line of Starbucks Barista® home espresso machines, coffee brewers and grinders, a line of premium chocolate, coffee mugs and coffee accessories, compact discs and assorted gift items.

Global Consumer Products: Line of bottled Starbucks Frappuccino® coffee drinks, Starbucks DoubleShot® espresso drinks, Starbucks® Iced Coffee drinks, whole bean coffees and Tazo® teas at grocery, StarbucksTM Liqueurs, and a line of superpremium ice creams.

100

STARBUCKSSTARBUCKSPRODUCTPRODUCT


Fresh Food: Baked pastries prepared daily, sandwiches, and salads.

Starbucks Card: Starbucks Card, a reloadable stored-value, surpassed the $1 billion mark for total activitations and reloads since its introduction in 2001. With more than 77 million cards activated to date, the Starbucks Card has continued to grow as a percentage of tender used in Starbucks retail stores. Due to its success in the U.S. and Canada, Starbucks Card programs have launched in other international markets, including Japan, Germany, Greece, Spain, Taiwan, Australia and Thailand.

Brand Portfolio: Starbucks Entertainment, Tazo® Tea, EthosTM Water, Seattle’s Best Coffee and Torrefazione Italia Coffee.

101

In addition to sales through company-operated In addition to sales through company-operated retail stores, Starbucks sells whole bean coffees retail stores, Starbucks sells whole bean coffees through a specialty sales group and through a specialty sales group and supermarkets. Additionally, Starbucks produces supermarkets. Additionally, Starbucks produces and sells bottled Frappuccino® coffee drink and and sells bottled Frappuccino® coffee drink and a line of premium ice creams through its joint a line of premium ice creams through its joint venture partnerships and offers a line of venture partnerships and offers a line of innovative premium teas produced by its wholly innovative premium teas produced by its wholly owned subsidiary, Tazo Tea Companyowned subsidiary, Tazo Tea Company. .

STARBUCKSSTARBUCKSPRODUCT – Extending the BrandPRODUCT – Extending the Brand

102

STARBUCKSSTARBUCKSPROMOTIONPROMOTION

NORTH AMERICAN ALLIANCESPepsi-Cola Company, Dreyer’s Grand Ice Cream, Kraft Foods Inc., CARE, Conservation International, Johnson Development Corp., Albertsons Inc., Horizon Air, HMSHost, Barnes & Noble, United Airlines, Starwood Hotel, Chapters Inc., Safeway Inc., Marriott International Inc., Hyatt Hotels Corporation, Aramark, Compass, Sodexho, TransFair USA, SYSCO, HP, T-Mobile, TransFair Canada, White Wave, Inc., Chase VISA USA, Royal Bank Canada, Hilton, Intrawest, Wyndham, Target, Kroger, Ahold, Fortune Brands, XM Satellite Radio, Borders, Westin and Radisson.

103

COLD STONE CREAMERYCOLD STONE CREAMERY Case StudyCase Study

104

COLD STONE CREAMERY COLD STONE CREAMERY At a GlanceAt a Glance

Creamery Headquarters in Scottsdale, AZCreamery Headquarters in Scottsdale, AZ First location opened in Tempe, AZ 1988First location opened in Tempe, AZ 1988 First Franchise location opened 1995First Franchise location opened 1995 Now over 1000 locations throughout 47 Now over 1000 locations throughout 47

states, the U.S. Virgin Islands, Guam and states, the U.S. Virgin Islands, Guam and Puerto Rico. Additional stores are also Puerto Rico. Additional stores are also under development.under development.

Here, traditional ice cream is replaced by Here, traditional ice cream is replaced by an original Cold Stone Creation™. That is, an original Cold Stone Creation™. That is, freshly made, smooth and creamy ice cream freshly made, smooth and creamy ice cream blended with mix-ins of nuts, fruits and blended with mix-ins of nuts, fruits and candy to artistic perfection -- and most candy to artistic perfection -- and most importantly to your own exact importantly to your own exact specifications -- on a frozen stone. specifications -- on a frozen stone.

2005 revenues exceeded 408 million2005 revenues exceeded 408 million

105

107

COLD STONE CREAMERYCOLD STONE CREAMERYPositioningPositioning

Cold Stones philosophy is that what others say about Cold Stones philosophy is that what others say about them is more important than what they have to say them is more important than what they have to say about themselves.about themselves.

With more than 1250 stores in 47 states, they are With more than 1250 stores in 47 states, they are aiming to take Cold Stone to the highest perceived aiming to take Cold Stone to the highest perceived quality among consumers by the end of 2009. quality among consumers by the end of 2009. Rather than expanding they want to distinguish the Rather than expanding they want to distinguish the Cold Stone experience from all others.Cold Stone experience from all others.

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COLD STONE CREAMERYCOLD STONE CREAMERY Interesting Ice Cream Facts

Although the origin of ice cream is unclear in history books, the

first ice cream parlor in America opened in New York City in 1776 In 1984, President Ronald Reagan designated July as National Ice

Cream Month and the third Sunday of the month as National Ice Cream Day

More ice cream is sold on Sunday than any other day of the week Ice cream and related frozen desserts are consumed by more than

90 percent of households in the U.S. It takes the average person just about 50 licks to polish off a single

scoop ice cream cone How many combinations are possible at Cold Stone? A Harvard

doctoral student recently calculated that there are more than 11.5 possible Creation™ combinations. It would take someone more than 421 lifetimes to try a new combination everyday, and that’s only if you started eating ice cream on the day you were born!

Most popular Creation at Cold Stone? Peanut Butter Cup Perfection™ made with Chocolate Ice Cream with Peanut Butter, Reese’s® Peanut Butter Cup and Fudge

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Advertising dollars are spent on print, Advertising dollars are spent on print, radio and web promotions, including radio and web promotions, including distribution of coupons for free ice cream distribution of coupons for free ice cream for birthdays.for birthdays.According to Cold Stone, one of the best According to Cold Stone, one of the best methods for marketing is “that 6 feet methods for marketing is “that 6 feet between customer and crew member. We between customer and crew member. We have an audition process where we look for have an audition process where we look for the personality that Cold Stone wants to the personality that Cold Stone wants to deliver to the customer.”deliver to the customer.”

COLD STONE CREAMERYCOLD STONE CREAMERY

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Charity Tie-in Charity Tie-in Promotions Promotions

Event promotionsEvent promotions New kids creations-New kids creations-

developed for a specific developed for a specific target segmenttarget segment Delicious Dirt™Delicious Dirt™

Chocolate Ice Cream mixed Chocolate Ice Cream mixed with with OREOOREO® Cookies® Cookies

Sprinkleberry™Sprinkleberry™ Strawberry Ice Cream Strawberry Ice Cream mixed with Rainbow mixed with Rainbow Sprinkles Sprinkles

Gubblebum™Gubblebum™ Bubble Gum Ice Cream Bubble Gum Ice Cream mixed with Marshmallowsmixed with Marshmallows

COLD STONE CREAMERYCOLD STONE CREAMERY

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SoBeSoBe BeveragesBeveragesCase StudyCase Study

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SoBeSoBe At a GlanceAt a Glance

South Beach Beverage CompanySouth Beach Beverage Company Established in 1995Established in 1995 Norwalk, CT basedNorwalk, CT based The company produces and markets a line of The company produces and markets a line of

ready-to-drink, non-carbonated juice blends ready-to-drink, non-carbonated juice blends and exotic teas under the brand name, "SoBe". and exotic teas under the brand name, "SoBe". All SoBe Beverages combine great taste with All SoBe Beverages combine great taste with herbs, minerals, vitamins and other nutrient herbs, minerals, vitamins and other nutrient enhancers. South Beach Beverage Company enhancers. South Beach Beverage Company is one of the strongest brands in the Healthy is one of the strongest brands in the Healthy Refreshment category of the beverage Refreshment category of the beverage industry. industry.

Separate operating unit of Pepsi-Cola North Separate operating unit of Pepsi-Cola North America America

Over 200 million in annual revenuesOver 200 million in annual revenues

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SoBeSoBe Positioning & ProductsPositioning & Products

SoBe is the leader in the "Healthy Refreshment SoBe is the leader in the "Healthy Refreshment Beverage" category, which is a growing segment Beverage" category, which is a growing segment of the "New Age" or "all natural" beverage of the "New Age" or "all natural" beverage market. market.

SoBe appeals to a broad range of consumer SoBe appeals to a broad range of consumer preferences with a product line that includes preferences with a product line that includes juice drinks, energy/sport drinks, exotic teas and juice drinks, energy/sport drinks, exotic teas and dairy-based beverages. Within these basic dairy-based beverages. Within these basic beverage platforms, SoBe offers significant beverage platforms, SoBe offers significant flavor variety and herbal benefits. The SoBe flavor variety and herbal benefits. The SoBe Healthy Refreshment line includes:Healthy Refreshment line includes:

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PowerlinePowerline – five natural fruit-flavored – five natural fruit-flavored beverages feature potent amino acids and other beverages feature potent amino acids and other elements specifically selected to fuel the mind elements specifically selected to fuel the mind and body for peak performance.and body for peak performance.

Exotic Teas And Fruit Juice BlendsExotic Teas And Fruit Juice Blends – a line of – a line of exotic juices and teas with natural health exotic juices and teas with natural health benefits.benefits.

Lizard Line Lizard Line - these high-energy dairy-based - these high-energy dairy-based beverages celebrate the relationship SoBe has beverages celebrate the relationship SoBe has with action sports.with action sports.

SoBe Adrenaline RushSoBe Adrenaline Rush – this maximum energy – this maximum energy supplement is fortified with a unique blend of supplement is fortified with a unique blend of nature"s most energizing elements, including D-nature"s most energizing elements, including D-Ribose, L-Carnitine, Taurine, Inositol, Guarana, Ribose, L-Carnitine, Taurine, Inositol, Guarana, Ginseng and Vitamins B12, B6 and C. Ginseng and Vitamins B12, B6 and C.

SoBeSoBeProductsProducts

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3C Elixirs3C Elixirs – naturally healthy juice blends that – naturally healthy juice blends that have been enhanced with the addition of SoBe"s have been enhanced with the addition of SoBe"s exclusive "3C" package – Vitamin C, Chromium exclusive "3C" package – Vitamin C, Chromium to help build lean muscle mass and Carnitine, an to help build lean muscle mass and Carnitine, an amino acid that helps the body release energy. amino acid that helps the body release energy.

SoBe Adrenaline RushSoBe Adrenaline Rush – this maximum energy – this maximum energy supplement is fortified with a unique blend of supplement is fortified with a unique blend of nature"s most energizing elements, including D-nature"s most energizing elements, including D-Ribose, L-Carnitine, Taurine, Inositol, Guarana, Ribose, L-Carnitine, Taurine, Inositol, Guarana, Ginseng and Vitamins B12, B6 and C. Ginseng and Vitamins B12, B6 and C. SoBe LEAN –

the SoBe LEAN line is SoBe"s entry into the diet category.

SoBeSoBe ProductsProducts(Continued)(Continued)

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SoBe is a non-traditional marketer and SoBe is a non-traditional marketer and focuses on generating interaction and focuses on generating interaction and involvement with consumers. This starts involvement with consumers. This starts with a unique package that commands with a unique package that commands attention and differentiates the product attention and differentiates the product on store shelves. The SoBe bottle on store shelves. The SoBe bottle features dual lizards on the label, and the features dual lizards on the label, and the neck of the bottle contains an embossed, neck of the bottle contains an embossed, sculpted lizard, which is the brand’s icon sculpted lizard, which is the brand’s icon and mascot. and mascot. SoBe Lean retails for $1.09 - $1.49, and is SoBe Lean retails for $1.09 - $1.49, and is

available nationwide. available nationwide.

SoBeSoBePackagingPackaging

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The lizard has become the basis of The lizard has become the basis of advertising, marketing, an apparel-advertising, marketing, an apparel-merchandising program and e-merchandising program and e-commerce via SoBe’s website. commerce via SoBe’s website. Consumer communication is achieved Consumer communication is achieved primarily through point-of-sale primarily through point-of-sale material, integrated with promotional material, integrated with promotional tie-ins, special events and spot radio. tie-ins, special events and spot radio.

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In addition, the SoBe fleet is comprised of In addition, the SoBe fleet is comprised of numerous SoBe Lizard vans, the Love numerous SoBe Lizard vans, the Love Buses (five customized vintage 70’s school Buses (five customized vintage 70’s school buses), two armored trucks, two vintage buses), two armored trucks, two vintage milk trucks and four Adrenaline Rush milk trucks and four Adrenaline Rush Suburbans. These vehicles blanket the Suburbans. These vehicles blanket the nation, spreading SoBe excitement and nation, spreading SoBe excitement and offering product samples to consumers. offering product samples to consumers.

SoBe also has sponsorship agreements SoBe also has sponsorship agreements with Burton Snowboards, XBOX, No Fear, with Burton Snowboards, XBOX, No Fear, Buymusic.com among others. Buymusic.com among others.

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Consumer PromotionsConsumer Promotions Games & GearGames & Gear OutdoorOutdoor Event MarketingEvent Marketing Relationship MarketingRelationship Marketing

Place -- SoBe markets and sells its Place -- SoBe markets and sells its beverages through the combined efforts beverages through the combined efforts of Pepsi-Cola bottlers and independent of Pepsi-Cola bottlers and independent distributors.distributors.

SoBeSoBe PromotionPromotion