04. marketing to branding

THARAKA DIASDirector – My Media Network

MBA(USA), BBA(USA), Dip in Mgt, ACIM(UK), FAEA(Dip in AEA-UK),

FinstSMM(UK), CPM(Asia), MSLIM, PM(Sri-Lanka)

A brand is a name, term, sign, symbol or combination of them intended to identify the goods or services of one seller or a group of sellers and to differentiate them from those of competition(AMA)

A way of differentiate a product from a mere commodity

The simplest definition is , branding is all about naming a commodity

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A service – Insurance, Banks, Hotels, Schools A product – I phone, Soaps, Cars A store – Cargills, Keels super, Arpico A place – Sigiriya, Nuwara elliya A person – Sangakkara, Jayasuriya An idea – save the world, api wennuwen api An online organization – ikman.lk An organization – Maliban, Sidhalepa

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The Consumer Easier product identification Communicates features and benefits Helps product evaluation Establishes products position in the market Reduces risk in purchasing Creates interest/ character for product

The Marketers Helps to created loyalty Defends against competition Creates differential advantage Allows premium pricing Helps targeting Increases power over retailers.

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The Retailers Benefits from brand marketing support Attracts customers


Brand recognition – the first step would be to make the consumer to identify a brand

Brand acceptance – how you should make them accept your brand

Brand Preference – consumers desire for your brand over competitors

Brand loyalty – ultimate dream of marketer. To make consumer loyal to your brand


Individual product branding – Lux, Anchor Blanket family branding – Damro , Sony,

Phillips Combination brand names – Microsoft

Office, Microsoft Windows


Packaging is defined as all the activities of designing and producing the containers or wrapper for a product – Kotler

5.1 functions of packaging Protection of contents from damage, deterioration or tempering As a promotional tool- by packaging attractively a marketer can get

the attention and interest of the customer Acts as a silent salesman in self service shops Instant recognition of the brand Innovative packaging creates competitive advantage User convenience –storage and carrying Provides information Compliance with government regulations Must be hygienic and environmental friendly Management information as bar codes can be used to track sales


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“ The overall purpose of marketing planning and its principal focus is the identification and creation of sustainable competitive advantage”

A comprehensive, systematic, independent, and periodic examination of a company’s environment, objectives, strategies and activity to determine problem areas and opportunities and to recommend a plan of action to improve the company’s marketing performance.

1. Internal Audit of Appraisal2. External Audit or Appraisal

Marketing Financial Managerial Production New product development Technology HR Systems and Control

PESTEEL factors Political Economical Social Technological Ecological Ethical Legal

Who are the major competitors Their objectives and strategies Their strengths and weaknesses Market share Entry barriers

Market size growth rates, trends and development

Customer: who are they, their choice criteria, how, when, where do they buy

Marketing Objectives Specific Measurable Aspiration Relevant Time frame

STP Marketing Mix Growth strategy

Product Price Place Promotion People Physical evidence Process

Product

Market

Goal setting

Variance analysis

Performance Diagnosis

Corrective Action

Type of Control Purpose of control Approaches

Annual plan control To examine whether the planned results are being achieved

•Market share analysis•Sales to expense ration•Sales analysis•Financial analysis

Profitability control To examine where the organization is making & losing money

Profitability by•Product•Territory•Customer/segment•Trade channel•Analysis of costs & margins

Efficiency control To evaluate & improve the spending efficiency & impact of marketing expenditures

•Sales force •Advertising•Sales promotion•distribution

Type of control Purpose of control Approaches

Customer satisfaction To evaluate level of customer satisfaction

•Customer surveys •Customer complains•Sales force reports•Customer panels

Strategic control To examine whether the organization is pursuing its best opportunities

•Marketing effectiveness•Marketing audit•Marketing excellence review

To ensure that the planned targets are achieved

Provide early warnings Allow early corrective measurement To be proactive Not to put the marketing plan in a locker

Executive or management summaryCurrent marketing situationSWOT Marketing objectivesMarketing strategiesMarketing tactics and action planBudgets/ financial implementationEvaluation and controlcontingenciesAppendices

Increasing turbulence, complexity and competitiveness

The speed of technological change High level of investment required to develop

new products The need for superiors to inform To obtain financial support from financial

institutions To create competitive advantage To get support from other divisions To set objectives and strategies

It offers a road map It assist in management control and monitor of

implementation of strategy It informs all participants in the plan of their and

functions It specifies how resources are allocated It stimulates thinking and marks better use of

resources An awareness of key marketing trends,

opportunities, threats and internal strengths and weaknesses

It assists in ensuring that the organization is customer focused

It provide contingency plans Its proactive rather than reactive

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