kuliah.i.ppt

Kewirausahaan Dalam Marketing : Upaya Membangun Keunggulan Merek

Laurencelo September 2008

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New Millenium’s = The ‘similar’s society’

Surplus of similar companies, employing people with similar backgrounds,

coming up with similar ideas, producing similar things,

with similar prices and similar quality.”

A good name is better than riches

Don Quixote

An orange is an orange is an orange … unless that orange happens to be a

Sunkist, a name that 80% of consumers know and trust

Russel Hanlin – CEO of Sunkist

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The Impact of Branding on Product Testing

Blind Branded

Prefer Pepsi 51% 23%

Prefer Coke 44% 65%

Equal/don’t know 5% 12%

(%’s rounded)

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Two-way Dialogue With Consumers

Focus on Building Long Term Relationships With

Consumers

Marketers Use and Coordinate Many Different Forms of Communication

With Consumers

Two-way Dialogue With Consumers

Focus on Building Long Term Relationships With

Consumers

The Changing World

Old WorldOld World New WorldNew World

“Talking At” Consumers

Focus on Winning New Customers

Marketers Relied Primarily on Advertising and

Promotions

“Talking At” Consumers

Focus on Winning New Customers

Marketers Relied Primarily on Advertising and

Promotions

Enterpreneur

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Brand vs. CommodityHIGH

LOWLOW HIGH

PriceDifferentiation

Commodity Markets

BrandedNames

Product/Image Differentiation

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AFLAC

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• 90% of targeted consumers are now aware of AFLAC

• 30% increase in sales

An IMC program featuring:• “The Duck” as an anchor of consistent

set of “one look, one voice” messages• The coordinated use of advertising,

public relations, and sales promotion

Only 14% recognized AFLAC brandOnly 14% recognized AFLAC brand

Advertising agency featuring:• “The Duck” as an anchor of consistent

set of “one look, one voice” messages• The coordinated use of advertising,

public relations, and sales promotion

Opening Case: AFLAC

Challenge:Challenge:

Answer:Answer:

Results:Results:

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Siegel & Gale

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The Consultancy agency in corporation with Siegel & Gale (Advertising agency):•New focus on benefits to customers in:

•Advertising•Brochures and newsletters•Sale presentations

Repositioning Caterpillar

• Caterpillar sales stabilized and grew• Company culture began to change to

fit new identity

The Consultancy agency in corporation with Siegel & Gale (Advertising agency):•New focus on benefits to customers in:

•Advertising•Brochures and newsletters•Sale presentations

Repositioning Caterpillar

Siegel & Gale Case

Challenge:Challenge:

Answer:Answer:

Results:Results:

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Caterpillar campaign• Image campaign includes spots on network and

cable television* Caterpillar Inc. launched a national advertising campaign in May 1994, using television as an advertising medium for the first time. Two 30-second spots highlighted Caterpillar's involvement in historic world events -- extinguishing the Kuwaiti oil fires and tearing down the Berlin Wall. Two half-page print ads in the Wall Street Journal played off those same events. Both the print and TV ads were created by agency Siegel & Gale Inc. Caterpillar chose the general media to reach a varied audience: customers, investors, employees, and business and political leaders.

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#1 Earth Movers Company

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What Is a Brand?

Brand: A perception resulting from experiences with, and information about, a company or line of products.

Brands Can BecomeBrands Can BecomeVery Familiar to ConsumersVery Familiar to Consumers

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What is the Brand?Defines the relationship with a

consumer through a powerful set of promises to deliver a product,

a service or an experience

A promise

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It is not about branding the

It is about branding the minds of our

Products

Customers

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A Brand is not aBrand name

A product providesfunctional, tangible

benefits

Made in a factoryAble to be copied

Has functional valueTransient

A brand is the relationshipbetween the customer and the product

Exist in consumers’ mindsUnique and proprietaryHas emotional value tooTimeless

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Two Types of Marketing Efforts

B2C

B2B

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Some Firms Do Both: Nike

B2B

Nike’s Relationship with shoe retailers like Foot Locker

B2C

Niketown stores selling shoes directly to consumers

How about us?

B2B

AvP has a good relationship with Doctors, Nurse

B2C

Do we really penetrate to mothers?

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Building Brand Relationships With

CustomersCreate Customers

Reward: Sales Reward: More Sales and ProfitsReward: Sales

Building Brand Relationships With

CustomersCreate Customers

The Changing World

TraditionalTraditionalProduct FocusProduct Focus Brand-FocusBrand-Focus

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Touch the Heart – Brand Model

BrandEssence

Functionality Differentiation

Personality Source of authority

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References• Innovara Inc 1999. Building a brand leader.• Esutter – Coronna, 2004. Branding 101.• Duncan Tom. Brands and stakeholder relationship.

Principles of advertising and IMC 2004. chapter 3.• Rutherford D. A way to think about brand-building.

Excellence in Brand communication book – Institute of Communications and Advertising 2003;1:1-40.

• Pollan R. Caterpillar airs its global story. Publication #T940801A-1994.

• Gilligan C. Maximising marketing impact on a shoestring budget.

• Yallop R. Marketing Master Class 2003.

Thank You