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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