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NEXT GENERATION BRANDING. BRANDING MALAYSIAN PRODUCTS Success Stories from the Front Lines National Regulatory Conference Ministry of Health Malaysia September 7, 2005. Find • Grow • Measure • Profit. WHY BRAND?. BRANDING ADVANTAGES Shortens sales cycles Maximizes marketing spend - PowerPoint PPT Presentation
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NEXT GENERATION BRANDING
BRANDING MALAYSIAN PRODUCTS
Success Stories from the Front LinesNational Regulatory Conference
Ministry of Health Malaysia
September 7, 2005
Find • Grow • Measure • Profit
WHY BRAND?
BRANDING ADVANTAGES Shortens sales cycles
Maximizes marketing spend
Facilitates repeat sales
Enables premium pricing
Blocks competitors
Attracts strategic alliances & partners
Best path toward profitability
WHY BRAND?
WHAT IS A BRAND?
Logos?
Advertising?
Brochures?
“SuperBrand award”?
TV?
Expensive?
International?
Too hard?
WHY BRAND?
“A name, term, sign, symbol or design, or a combination of these that identifies the goods or services or one seller or group of sellers and differentiates them from those of competitors”.
“The sum of all the images and associations customers have concerning a company”.
“Great brands are born from people who are having fun. Their excitement is reflected in the meaning of the brand”.
“A brand is a long-term profitable bond between an offering and a customer. This relationship is based on providing economic, emotional and/or experiential value, backed by everyday operational excellence and consistently measured.”
WHY BRAND?MYTH REALITY
You need a big budget to brand
The more ads you see, the bigger the brand
????
Brands are based not on spending but on continuing customer relationships
Only companies selling to consumers can brand
Businesses selling to businesses can establish dominant brands
Branding effectiveness is determined by the awards won
Branding effectiveness is measured by sales, profitability & growth
Only marketing experts can brand
Everyone in an organization is responsible for branding
WHY BRAND?
“The purpose of business is not to make a sale, but to _____ and _______________.”
-- Peter DruckerLegendary management consultant
make keep a customer
PROFILES IN BRANDING
INDUSTRY EXCELLENCE AWARDS 2004 Awarded by MITI in March 2005
Categories: Product excellence, export excellence, quality management
Special award -- Malaysian brand names Hoe Pharmaceutical Noor Arfa Batek Carotino
Special award -- Innovative product CCM Pharma Others
PROFILES IN BRANDING
HOE PHARMACEUTICALS SDN. BHD. Manufactures skin cream & liquid
preparations for prescriptions & OTC Manufactures herbal & cosmetic
products Meets standards of WHO, Ministry of
Health in Malaysia & other countries Extensive international investment
PROFILES IN BRANDING
BRAND CHALLENGES & OPPORTUNITIES Foot problems very common
Cracked heel Ladies & sandals
Extensive local/international competition Dissatisfaction with competitive products Quality product able to effectively solve
customer problem Branding not offering a capability, but solving
a customer problem Third-party credibility
PROFILES IN BRANDING
SECRETS OF SUCCESS Long-term commitment
“We have always looked at this as a long-term strategy; branding is not something that is done overnight.”
-- George Soh, General Manager Followed a brand plan
Lack of planning shortcut to failure “Malaysia’s Best;” “Tak Nak” campaigns
Planned growth in stages First Malaysia, then Singapore, Thailand,
Hong Kong, Taiwan, more
PROFILES IN BRANDINGSECRETS OF SUCCESS
Extensive market research Targeted at high-income 30+ females Pharmacies, physicians How product is used Follow-up surveys for benchmarking
Operational excellence High-quality manufacturing
Excellent integrated marketing execution PR Advertising Collateral
Web Promotion Training
PROFILES IN BRANDING
SECRETS OF SUCCESS: PR Variety of targets
Local & monthly Message is well-targeted
Open shoes Overweight
Education No moisture, dry out
Consequences Infection Doctor care
PROFILES IN BRANDING
SECRETS OF SUCCESS: Advertising Testimonial theme Targeted message
Reflects target customer Strong graphic image Credibility
3-day proofpoint Reference for purchase
Package
PROFILES IN BRANDING
SECRETS OF SUCCESS:Collateral
Visual identification of problem Inside: Education
How it works What makes it better Credibility
Before/After
PROFILES IN BRANDINGSECRETS OF SUCCESS: Web
Good design Easy to navigate Easy to read
Complete product info
Contact info Responsiveness
Current
PROFILES IN BRANDINGSECRETS OF SUCCESS: Promotion
Promotion/contest Linked to target market
1 ct. diamond Prospect involvement
Match slogan Leveraged with PR
“I have been using Elgy Plus cracked heel for some time & I am so excited to be one of the winners.”
PROFILES IN BRANDINGSECRETS OF SUCCESS: Training
“Retail detail” Pharmacies, physicians
Educate Why use “Use product after cure”
PROFILES IN BRANDINGSECRETS OF SUCCESS: Training
“Retail detail” Pharmacies, physicians
Educate Why use “Use product after cure”
PROFILES IN BRANDINGSECRETS OF SUCCESS: Results
#1 or #2 in each target market 70-80% market share
PROFILES IN BRANDINGSECRETS OF SUCCESS: Innovation
CCM Pharma Key message -- innovation Fastest way to win -- and lose -- top brand
status Branding tools
Credibility Education
SECRETS OF BRANDING
FIRST RULE OF BRANDINGIt is not about you; it is about the prospect &
customerSECOND RULE OF BRANDING
All customers (and prospects) are not created equal.
THIRD RULE OF BRANDING
Measurement is critical.
SECRETS OF BRANDING4 TYPES OF BRANDING Acquisition branding Targeting & segmentation Retention branding Keep customers longer & purchasing more
Brand penetration Customer, account, product
Advocacy Get customers to sell to others
Acquisition
Retention/ recovery
Advocacy
Brand penetration
PROFIT
SECRETS OF BRANDINGStrategic
Branding
Customer
Ads, PR, etc.
Planning priorities
Most FAQ:
How long does it take to establish a brand?
BRAND PLANNING: PLANKEY ELEMENTS I. Executive overview II. Market, product, business & competitive
review III. Situation analysis IV. USP (Unique Selling Proposition) V. Strategies, objectives, goals & tactics VI. Execution VII. Budgeting VIII. Timetables & responsibilities IX. Measurement, evaluation & feedback
MOST IM
PORTANT!!!
SECRETS OF BRANDINGEXCELLENT RESOURCES
Ministry of Health Malaysia
MATRADE
Branding Association of Malaysia
THANK YOU!
QUESTIONS?
Find • Grow • Measure • Profit
“A Malaysia-based brand consultancy that offers brand development, measurement, and execution through brand audits, sales and brand training, workshops, and results-driven marketing programs.”
www.fusionbrand.com
