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Cooperative Communication of B dBrands
EACD Regional Debate - Sofia
AgendaAgenda
1. Cooperation of Brands Page 03
2. Integration of Corporate Communication into Customer Events 08
3. Practical examples 13
May 28th, 2010 Cooperative Communication of Brands 2
Corporate and Product Brands Co po ate a d oduct a ds
Product Brand
Corporate Brand
Product Brand
Brand
Product Brand
Product Brand
May 28th, 2010 Cooperative Communication of Brands
Corporate Brand DominationCo po ate a d o at o
• the brand of the organization is in the middle point of the communicationsp
• flexibility at the product palette groups
• more typical for the retailers
• middle and long-term orientation
• focus on the corporate culture, strategic thinking and company’s values
May 28th, 2010 Cooperative Communication of Brands
Product Brands Dominationoduct a ds o at o
• the brands of the products/product groups are in the focus of the g pcommunications
• flexibility regarding the retailers, i.e. more typical for the manufacturers
• short-, middle- and long-term orientation
• focus on the sales performance and profit orientation
• more direct customer approach
May 28th, 2010 Cooperative Communication of Brands 5
Cooperation of Corporate and Product BrandsCoope at o o Co po ate a d oduct a ds
• combination of both corporate and product brands dominationp
• suitable for image transfer processes
• sales and corporate thinking orientation at the same timeat the same time
• best results if targeted communications are applied
• more expensive because of the need of• more expensive because of the need of detailed information and complex communications (in order to avoid confusion)
May 28th, 2010 Cooperative Communication of Brands 6
AgendaAgenda
1. Cooperation of Brands 03
2. Integration of Corporate Communication into Customer Events Page 08
3. Practical examples 13
May 28th, 2010 Cooperative Communication of Brands 7
Types of Customer Eventsypes o Custo e e ts
C tcatio
n
Corporate Customer Events
C tcom
mun
ic
Corporate Customer Events
with Product Brands Communication
rate
bra
nd
Product Brands Events with Corporate
Communication Product Brands
corp
or
Product Brands Events
May 28th, 2010 Cooperative Communication of Brands 8
product brands communication
Corporate Customer EventsCo po ate Custo e e ts
• organization oriented
t l d lt• pure corporate values and culture messages
• the product brands do not present on communication level*communication level
• usually used for big company anniversaries, management changes, financial presentations etc.
May 28th, 2010 Cooperative Communication of Brands 9
* The corporate brand could not be 100% separated from the product brands
Cooperative Customer EventsCoope at e Custo e e ts
• includes both corporate events with product brand and product brand with p pcorporative communications because the differentiation between the types is quite vague/obscure
t ft d i ti• most often used communication
• integrates advantages of both types
• used for company anniversaries, trade shows and exhibitions, openings, open-door days etc.
May 28th, 2010 Cooperative Communication of Brands 10
Product Customer Eventsoduct Custo e e ts
• pure product/product range communication*
• usually short- and middle-term oriented events
• market launch or market penetrationmarket launch or market penetration specific
May 28th, 2010 Cooperative Communication of Brands 11
* The product brands could not be 100% separated from the corporate image/company corporate identity
AgendaAgenda
1. Cooperation of Brands 03
2. Integration of Corporate Communication into Customer Events 08
3. Practical examples Page 13
May 28th, 2010 Cooperative Communication of Brands 12
Balkan StarBalkan Star
Balkan Star Passenger
Balkan Star Automotive
Balkan Star Motors
Balkan Star Remarketing
Balkan Star Retail
cars
Mercedes-Benz,
Maybach,Setra,
Mitsubishi MitsubishiUsed
vehicles
Mercedes-Benz,
Mitsubishi Fuso,
Chrysler,
Vans & Trucks
Mitsubishi Fuso
Chrysler, Jeep,
Dodge
Mitsubishi vehicles Chrysler, Jeep,
Dodge,Mitsubishi Busses &
Coaches
May 28th, 2010 Cooperative Communication of Brands 13
Wolesale WholesaleWholesale
Retail Retail
Corporate Customer Event Co po ate Custo e e t
Management change
J 2007 S fi B lk St• June, 2007 – Sofia, Balkan Star
• customer event with ca. 300 guests
• thank-you and welcome speeches from partner companies, branch organizations and the Germany’s Ambassador to Bulgaria
• entertaining program with live music, dances and catering guided tours throughdances and catering, guided tours through the head quarter and the retail outlet
May 28th, 2010 Cooperative Communication of Brands 14
Corporate Event with Product Brands CommunicationCo po ate e t t oduct a ds Co u cat o
New Retail outlet opening
J 2008 V• June, 2008 – Varna
• Message: Balkan Star has a vast portfolio of brands and offers the best service and venue for its customers (Universe of brands)venue for its customers (Universe of brands)
• media press-conference, customer event, open doors day (+outdoor channel, print ads, radio spots, flyers)
May 28th, 2010 Cooperative Communication of Brands 15
Product Event with Corporate Communicationoduct e t t Co po ate Co u cat o
15 Years Balkan Star
M d B St E i 15 St• Mercedes-Benz Star Experience: 15 Stars for the 15th anniversary
• December, 2008 – St. Sofia Golf Club & SPA (Village of Ravno pole near Sofia)SPA (Village of Ravno pole near Sofia)
• closed customer and media event, repeated in reduced scales in Plovdiv and Varna
• drive-experience, management participation
• sample way to thank customers for their p yloyalty throughout the years
May 28th, 2010 Cooperative Communication of Brands 16
Product Brand Eventoduct a d e t
Mitsubishi Fuso Market Launch
A il 11th 2008 S fi B lk St• April 11th, 2008 – Sofia, Balkan Star
• Media and customer event for the introduction of the new trade mark in Balkan Star portfolioStar portfolio
• “Japan oriented” entertaining program with music, catering and presentation of the National Sumo Team of Bulgaria
May 28th, 2010 Cooperative Communication of Brands 17
Cooperation of Brandsp
THANK YOU!
Contact:
Vanya [email protected]; +359 888 244 178
May 28th, 2010 Cooperative Communication of Brands 18