Integrated Marketing Communication

BrandingPromotion

&ReBranding

Business

The business of Business is BUSINESS

Marketing

‘Marketing is the management process that identifies, anticipates

and satisfies customer requirements profitably’

<*>‘The right product, in the right place,

at the right time, and at the right price’

Implications of marketing Who are our existing / potential

customers? What are their current / future needs? How can we satisfy these needs?

Can we offer a product/ service that the customer would value?

Can we communicate with our customers? Can we deliver a competitive product of service?

Why should customers buy from us?

The Marketing Environment and Competitor Analysis

SWOT analysisPEST analysisFive forces analysis

SWOT analysis

Strengths (internal) Weaknesses (internal) Opportunities (external) Threats (external)

PEST analysis

Political factorsEconomic factorsSocio-cultural factorsTechnological factors

Sociocultural factors Demographics Distribution of income Social mobility Lifestyle changes Consumerism (HSE) Levels of education Others?

Source: Adapted from M. E. Porter, Competitive Strategy, Free Press, 1980, p. 4.

Threat ofThreat ofsubstitutessubstitutes

Potentialentrants

Threat ofThreat ofentrantsentrants

Suppliers

BargainingBargaining powerpower

Substitutes

Buyers

BargainingBargaining powerpower

COMPETITIVE RIVALRY

Five forces analysis

Five Forces Analysis: Key Questions and Implications

• What are the key forces at work in the competitive environment?

• Are there underlying forces driving competitive forces?

• Will competitive forces change?

• What are the strengths and weaknesses of competitors in relation to the competitive forces?

• Can competitive strategy influence competitive forces (eg by building barriers to entry or reducing competitive rivalry)?

Integrating Marketing Communication to Build Brand

Market Communication

Marketing Communication: Inform Remind and Persuade Customers, directly or indirectly, about their brands [Wimbledon, DLF-IPL, Nike-Women]

Marketing Communication contributes to brand: Creating Awareness [BSRM-Highway notifications, EBL]

Linking strong favorable unique brand associating with memory [Meril beauty soap]

Eliciting Positive Brand Judgment or feelings [AB Bank – Family Friend, Allianz-Security, Femicon]

MC effectiveness

Current Brand

Knowledge

Desired Brand

Knowledge

Communications

1 2 3

I. What is your Current Brand Knowledge? Detailed Mental Map?

II. What is your desired brand knowledge?

III. How does the communication help it to move from 1 to 3

Information Processing Model

Six steps to persuade a person Exposure: Hear the Communication Attention: Notice the Communication Comprehension: Understand the Message or

Arguments Yielding: Respond favorably to the Message or

Arguments Intentions: Plan to act in Desired Manner Behavior: Act in Desired Manner

All of the steps must be met for a consumer to be persuaded

Brand by sajid

Brand

Brand Positioning and Values

Brand Positioning Who the target market is? Who the main competitor? How the Brand is similar to Competitor? How the Brand is dissimilar to Competitor?

Brand Positioning- Market? Segmentation :

Behavioral-benefit, Demographic-age/sex /family/income/race, Psychographic-lifestyle, Geographic-region/population/climate , Nature of goods,

Buying condition,

Target Market Selection: Identifiablility

SizeAccessibility

Responsiveness

Brand Positioning- Competition?

Competitive Analysis: Resource (Blackberry vs. Apple) 2 Capability (Technology vs. Labor, Intel vs.

Walmart) Future possible Action(Buyout vs. Promotion, MS vs.

Coke) Nature of Competition

(Oligopoly vs. Mkt., Chevron vs. Sony)

Defining and Establishing Brand Values

Core Brand Values & Core Brand Proposition

Brand Mantra

Core Brand Values

Set of abstract concepts or phrases that characterize 5-10 most important dimensions of the mental map of a brand.

Perceptual Mapping Coverage

Perceptual Map Core Brand Values Brand Mantra

Brand Mantras

A brand mantra is an articulation of the “heart and soul” of the brand. Brand mantras are short three to five word

phrases that capture the irrefutable essence or spirit of the brand positioning and brand values.

Nike Authentic Athletic Performance /Just do it

Disney Fun Family Entertainment

Brand Mantras

Designing a brand mantra: Emotional Modifier (Disney ……. Fun) Descriptive Modifier (Disney ……. Family) Brand Function (Disney……. Entertainment)

: Humayun Ahmed, : Faruki

Brand Mantras

Communicate brand mantra: Communicate (setting boundaries …… De Beers) Simplify (crisp, lively, retainable…… Just do

it !!!!) Inspire (patriotic, rebellious …… GP, Birla)

Criteria for Choosing Brand Elements

Memorable Easily Recognized

(Swoosh) Easily Recalled

(Apple)

Meaningful Credible &

Suggestive (Grameen Check)

Rich Visual & Verbal Imagery (CamelBak)

Appealing Fun & Interesting

(Mickey)

Criteria for Choosing Brand Elements

• Adaptable– Flexible & Updateable

(Singapore Airlines)

• Protectable– Legally (MS Vista)

– Competitively (Coke Formula)

• Transferrable– Within & Across Product

Categories (Sony)

– Across Geographical Boundaries & Cultures (HSBC)

Brand Names

Descriptive (Computer Source) Suggestive (Fantasy Kingdom) Compounds (Shada-Kalo) Classical (Santoor) Arbitrary (Apple, Orthohin) Fanciful (Ambrosia, Aristocrat,

Handi, Karahi, Kasundi)

Brand Names

Awareness Pronunciation/Spelling (Aim, Bata, Tata, Jet Vs. Hyundai,

IKEA) Pleasantness (Ramada, Nivea, Nirvana, Emmy) Familiarity (Mecca Cola, Boston Chicken, Swiss Chocolate) High Imagery (Newsweek, Body Shop, Sub-Way) Cultural Differences (Red Cross, Moon & Star)

Ansoff’s Growth Share Matrix

Product Development

Diversification

New Markets

Current Markets

Current Products New Products

Market Penetration

Market Development

New Products and Brand Extensions

New Product – Branding Decisions

A New Brand – individually chosen for the New Product

An existing Brand Name applied in some way

A combination of a New Brand with an Existing Brand

When a Firm introduces a New Product, it has three main choices as to how to Brand it

Brand Extensions An established brand name to introduce a new

product [Ispahani Pure Snax]

An existing brand that gives birth to a brand extension is referred to as the Parent Brand [Bata Apparels, Pocha Sandal]

If a parent brand is associated with multiple products through brand extensions then it is called a Family Brand [Pran Juice, Milk, Chanachur, Mineral Water]

Types of Brand Extensions Line Extensions

The parent brand is used to brand a new product that targets a new market segment within a product category currently served by the parent brand. e.g. Lux Herbal

It often involves a different flavor or ingredient variety, a different form or size, or a different application for the brand e.g. Ispahani Mirzapore Tea

Types of Brand Extensions Category Extensions

The parent brand is used to enter a different product category from that currently served by the parent brand

e.g.: Apex Pharma, Swiss Army Watch

RebrandingThis can be defined as "a process of giving a product or an organization a new image, in order to make it more attractive and successful" (Collins English Dictionary).

This is done to increase consumer loyalty, improve member professionalism, enter a new market trend, create a stronger voice in the industry, increase share holder value or to reenergize a company

Generally many companies consider rebranding as a 'Cosmetic Work out'.

RebrandingThere are many reasons to re-brand:

To keep up with the times and keep pace with changing consumer needs (e.g. services, accessibility, convenience, choice, fashion, technology).

Because a brand has become old-fashioned and is in danger of stagnation or is already in a state of erosion. (AB Bank)

Due to fierce competition or a fast-changing environment (PEPSI to Pepsi to pepsi)

As a result of globalization (e.g. Lever Brothers to Lever to Unilever). As a result of mergers and acquisitions (e.g. GLAXO to GLAXOWELCOME to

gsk). To decrease business development and operational costs, or a way of

countering declining profitability or consumer confidence. To signal a change in direction, focus, attitude or strategy. Where there are complex product portfolios, considerable advertising and

branding clutter, media proliferation and subsequent audience fragmentation.

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