creativity
Research
&
strategy

communication
Developing marketing plans for global brands
Highlights
•

What exactly is a global brand and how did
they come to be ?

•

What is marketing and what is a marketing
p...
Truth lies in Advertising
“The Third world War
was the war of brands,
and in some sort of way it felt like an alien
invasi...
DE INIT
F
IONS

Marketing & Marketing plans
•
•

Marketing:
Marketing is the activity, set of
institutions, and processes ...
What are global brands?

-Global usually have strong heritage , strong
recognition & recall

Big brands, Big spends

-A br...
The world of forms
•
•
•
•
•
•
•
•
•
•

Flat
Spherical
1st world/3rd world
Out of the box(The free world)
Ideas rule the W...
Why 1983 was important
•

Theodore "Ted" Levitt of Harvard Business School set the marketing world abuzz in 1983
with a bo...
Global brands in high definition
•

Global brand is one which is perceived to reflect the same set of values around the wo...
Global brands
•

Global Myth. Consumers look to global
brands as symbols of cultural ideals. They
use brands to create an ...
Global Chubb commercial

http://www.youtube.com/watch?v=oShzuP
Entertainment & Engagement is
the key
Global marketing communication using universal
symbols & emotions
Nescafe commercial

http://www.youtube.com/watch?v=eEdT_R
Top ten ranked most popular brands ranked by engagement
•
•

•

Here are the top ten consumer brand pages by Likes:
1. Coc...
Forces of globalization: [case-studies]
•

Yes, global companies need global brands to some extent. But global
branding is...
Designing marketing plans for Global brands
•
•
•
•
•

Understand global needs & standards
Understand core competence & di...
Case-study: Noah’s ark
• Global Identity &recognition
• Global ideology & culture
• Global capacity& strategy for innovati...
NOAH’S ARK:
A NEW POINT OF VIEW
A global story

Movement & preservation

A transition built on an idea
WE GO WHERE THE IDEAS TAKE US

Our mission
A Global vision

Global recognition & awareness
Global vision
Think of the Ark as a new discovery
channel for brands: as not just an
extension of your marketing team
but ...
A Global Identity & competence

Distinctive competence

Core competency
love
Respect
THE ARK IS A SEAL
•

We go where the ideas go

•

Small but mighty[speed &surprise]

•

Work stations,work rules ,collabor...
The world is now separated by the quality of
ideas and the audacities of their execution
Every idea counts
Steven johnson

Our ideas go beyond just communication, it builds brands sustainably over longterm
Our i...
Social contribution & responsibility

Ideas that come from giving
GPS
We go where the ideas take us!

New ideas open up new frontiers of business & create new markets
New ideas open up new...
Think not what AGENCY CAN do for you

Think instead what your ideas can do for
the Agency
Thank you
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Noah's Ark Approach to Designing Global Brands by Lanre Kaka

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Noah's Ark Approach to Designing Global Brands by Lanre Kaka

  1. 1. creativity Research & strategy communication
  2. 2. Developing marketing plans for global brands
  3. 3. Highlights • What exactly is a global brand and how did they come to be ? • What is marketing and what is a marketing plan? • What makes up a global brand and where can they be found ? • How do we market global brands and how do we develop global markets? • How do we develop a marketing plan for global brands?
  4. 4. Truth lies in Advertising “The Third world War was the war of brands, and in some sort of way it felt like an alien invasion, because by the time it was about done we were eating them, drinking them , living them , they had won our hearts
  5. 5. DE INIT F IONS Marketing & Marketing plans • • Marketing: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. • Marketing plans aid in the cooordination,integration ,interpretation and activation of the company’s central vision into smart marketing objectives • • • Analysis Strategy Implementation • • •  Marketing plans made of 6 core segments] Situational analysis [SWOT] Objectives Strategy[segmentation, targeting , positioning]  Tactics[4p’S}  Action plan  Control & feed back  Price ,product, promotion, place [4p’s]
  6. 6. What are global brands? -Global usually have strong heritage , strong recognition & recall Big brands, Big spends -A brand name known everywhere -The brand name of a product that has worldwide recognition.
  7. 7. The world of forms • • • • • • • • • • Flat Spherical 1st world/3rd world Out of the box(The free world) Ideas rule the World Global village/borderless Black markets Your Point of view of the world Global conversation(viral) Green zones/sustainable cycles (green)
  8. 8. Why 1983 was important • Theodore "Ted" Levitt of Harvard Business School set the marketing world abuzz in 1983 with a bold prediction: Globalization had arrived, and before long global companies would be selling products and services in the same way everywhere on earth. Levitt's forecast was compelling -- and more than a little daunting for executives wondering how they would go about adapting to this brave new world of monolithic brands Global brands transcend their origins and create strong enduring relationships with Global brands transcend their origins and create strong enduring relationships with consumers across countries and cultures. They are brands sold in international consumers across countries and cultures. They are brands sold in international markets. These brands are used to sell the same product across multiple markets markets. These brands are used to sell the same product across multiple markets and could be considered successful to the extent that the associated products are and could be considered successful to the extent that the associated products are easily recognizable by the diverse set of consumers easily recognizable by the diverse set of consumers The reasons for going global are manifold: • The attractiveness of new and growing markets, • The benefit of economies of scale and scope in research and development and production, • The removal and reduction of barriers between national boundaries in order to facilitate the flow of goods, capital, services and labor .
  9. 9. Global brands in high definition • Global brand is one which is perceived to reflect the same set of values around the world. • • • These brands and others share some common features: They have a consistent name that is easy to pronounce The essence and positioning of the brand is the same the world over; they address the same customer needs, or the same target segment, in every market; and there is great similarity in execution (pricing, packaging, advertising) across cultures • Global awareness and recognition, which requires that the brand has a multi-market reach and is globally available. • Global brand image that means it has to be perceived as the same brand worldwide both by consumers and other stakeholders owing to its standardization across • • Global brand enjoys high brand equity due to its financial assets, perceived quality • The same positioning worldwide. This provides a combination of functional product quality and innovation with emotional appeal. [quality signals] • Global brands transcend their origins and create strong enduring relationships with consumers across countries and cultures. They are brands sold in international markets. These brands are used to sell the same product across multiple markets and could be considered successful to the extent that the associated products are easily recognizable by the diverse set of consumers • Social responsibility. Consumers expect global brands to lead on corporate social responsibility, leveraging their technology to solve the world's problems. Think Nestlé and clean water
  10. 10. Global brands • Global Myth. Consumers look to global brands as symbols of cultural ideals. They use brands to create an imagined global identity that they share with like-minded people. Transnational companies therefore compete not only to offer the highest value products but also to deliver cultural myths with global appeal. • Global brands transcend their origins and create strong enduring relationships with consumers across countries and cultures. They are brands sold in international markets. These brands are used to sell the same product across multiple markets and could be considered successful to the extent that the associated products are easily recognizable by the diverse set of consumers{global brands in Global marketa]
  11. 11. Global Chubb commercial http://www.youtube.com/watch?v=oShzuP
  12. 12. Entertainment & Engagement is the key Global marketing communication using universal symbols & emotions
  13. 13. Nescafe commercial http://www.youtube.com/watch?v=eEdT_R
  14. 14. Top ten ranked most popular brands ranked by engagement • • • Here are the top ten consumer brand pages by Likes: 1. Coca-Cola: 34,511,504 2. Starbucks: 25,446,846 3. Oreo: 23,092,391 4. Red Bull: 22,427,254 5. Converse All Star: 20,780,055 6. Converse: 20,141,021 7. Skittles: 19,348,317 8. Play-station: 17,420,065 9. Pringles: 13,602,128 10. Victoria’s Secret: 15,343,727 And here are the top ten consumer brand pages re-ranked by Talking About: 1. Starbucks: 508,526 2. Coca-Cola: 220,867 3. Victoria’s Secret: 145,125 4. Skittles: 137,558 5. Oreo: 114,454 6. Red Bull: 112,051 7. Playstation: 104,837 8. Converse: 52,866 9. Pringles: 50,488 10. Converse All Star: 40,858 "Global brands make you feel part of something bigger and give you a sense of belonging." global brands show what we want to be.
  15. 15. Forces of globalization: [case-studies] • Yes, global companies need global brands to some extent. But global branding is not an all-or-nothing proposition. There is a continuum along which firms can decide how global they wish their brands to be -- with a single global brand at one extreme and an assortment of nothing but local brands at the other. • • In the 1990s, Unilever was struggling under the weight of some 1,600 brands in more than 50 countries. Revenues were lopsided -- 3% of the brands provided 63% of revenues -- and the company was not growing. In 2002, Unilever launched a program to reduce its number of brands to 400 "core" brands so that it could concentrate its resources on fewer products. The company combined branding strategies by placing the 400 in three categories: international brands (such as Dove and Lipton), regional brands (such as a spread called Flora in the United Kingdom and Becel in Germany), and local brands with strong positions in single countries (including Wishbone salad dressing in the United States and Persil detergent in England). • MTV might appear to be the kind of company that could establish the type of uniform global brand that Levitt envisioned . MTV entered Europe in 1987 with pan-regional programs in English. Programming was provided to cable operators at no charge, and all revenue came from advertising. Within a few years, however, things changed. Advertisers called on MTV to offer local programs, either because they could not afford pan-European coverage, their products were available only locally, or their products were not uniformly branded in all countries. At the same time, strong local competitors emerged, such as VIVA in Germany and MCM in France. MTV responded to the change in climate. Today, MTV Europe (MTV) has a presence in 41 countries with multiple languages and formats and nearly 50% local programming. ."
  16. 16. Designing marketing plans for Global brands • • • • • Understand global needs & standards Understand core competence & distinctive Understand cultural chemistries, foreign countries & cultures Global vision, identity & image Global strategy When companies go global • Companies customize their brands according to the special needs and habits of the people living in the marketed country by • using a Differentiation strategy. • Companies can apply the same marketing as in their home country in the foreign market following a Standardization strategy • Mixed strategy Different styles of communication Other cultural differences Differences in category and brand development Different consumption patterns Different competitive sets and marketplace conditions Different legal and regulatory environments Different national approaches to marketing (media, pricing, distribution, etc.) The following elements may differ from country to country: Corporate slogan Products and services Product names Product features Positioning Wharton’s hybrid approach
  17. 17. Case-study: Noah’s ark • Global Identity &recognition • Global ideology & culture • Global capacity& strategy for innovative ideas ,design &communication
  18. 18. NOAH’S ARK: A NEW POINT OF VIEW
  19. 19. A global story Movement & preservation A transition built on an idea
  20. 20. WE GO WHERE THE IDEAS TAKE US Our mission
  21. 21. A Global vision Global recognition & awareness
  22. 22. Global vision Think of the Ark as a new discovery channel for brands: as not just an extension of your marketing team but of your marketing reality This Attitude of expedition , discovery & conquest is what powers the ark through our ideas to create truly differentiating communication for Brands
  23. 23. A Global Identity & competence Distinctive competence Core competency love Respect
  24. 24. THE ARK IS A SEAL • We go where the ideas go • Small but mighty[speed &surprise] • Work stations,work rules ,collaboration • Innovation & idea pyramids
  25. 25. The world is now separated by the quality of ideas and the audacities of their execution
  26. 26. Every idea counts Steven johnson Our ideas go beyond just communication, it builds brands sustainably over longterm Our ideas push the boundaries of meaning & expression looking for the freshest perspectives in which consumers can see and experience the brand
  27. 27. Social contribution & responsibility Ideas that come from giving
  28. 28. GPS We go where the ideas take us! New ideas open up new frontiers of business & create new markets New ideas open up new frontiers of business & create new markets
  29. 29. Think not what AGENCY CAN do for you Think instead what your ideas can do for the Agency
  30. 30. Thank you

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