Branding And Marketing In Social Enterprise

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a discussion on using modern management marketing technique to drive Social Enterprise business.

discussuion thru use of cases

topics covered:
branding
x-branding
distribution network
social networks

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Branding And Marketing In Social Enterprise

  1. 1. Social Enterprise and Marketing ideas Exploring modern management marketing ideas with Social Enterprise operations Sharing session with Erwin Huang, 18 th Sept 09 CEO, TSL jewellery
  2. 2. Agenda (30+30) <ul><li>Social Enterprise/Entrepreneurship values </li></ul><ul><li>Branding experience in TSL </li></ul><ul><li>Cross Branding experience with Mobilelink </li></ul><ul><li>Web as a Distribution network </li></ul><ul><li>Marketing thru Youtube and Facebook (social networking) </li></ul>
  3. 3. Social Entrepreneurship discussion <ul><li>A Enterprise with Social Mission </li></ul><ul><li>A Social Entity that runs like a Enterprise </li></ul><ul><li>Enterprise or Entrepreneurship? </li></ul><ul><ul><li>What is Entrepreneurship? </li></ul></ul><ul><ul><ul><li>Creativity and Risk taking </li></ul></ul></ul><ul><ul><ul><li>A workable and sustainable business model </li></ul></ul></ul><ul><ul><ul><li>Sustainability, and Scalability </li></ul></ul></ul><ul><ul><ul><li>Focus on creating Customer Value </li></ul></ul></ul>
  4. 4. What is in a Brand? <ul><li>PC </li></ul><ul><ul><li>HP? </li></ul></ul><ul><ul><li>Dell? </li></ul></ul><ul><ul><li>Golden Center </li></ul></ul><ul><ul><li>IBM? </li></ul></ul><ul><ul><li>Lenovo? </li></ul></ul><ul><ul><li>Apple Computer? </li></ul></ul><ul><li>Fast food: </li></ul><ul><ul><li>茶餐廳 </li></ul></ul><ul><ul><li>大快活 ? </li></ul></ul><ul><ul><li>Mcdonald? </li></ul></ul><ul><ul><li>翠華餐廳 </li></ul></ul><ul><li>Sneakers: </li></ul><ul><ul><li>Nike? Vs Adidas? </li></ul></ul>
  5. 5. Branding exercise tools <ul><li>Who is your target customer? </li></ul><ul><li>What do they think you are? </li></ul><ul><ul><li>Vs what do you want them to think? </li></ul></ul><ul><li>What Value do you offer them? </li></ul><ul><li>What is the difference vs others? </li></ul><ul><ul><li>differentiation </li></ul></ul><ul><li>How do you communicate those Values to them? </li></ul>e.g. SCHSA
  6. 6. Repositioning Exercise at TSL <ul><li>What is TSL: 謝瑞麟 ? </li></ul><ul><li>A person? </li></ul><ul><li>Goldsmith? </li></ul><ul><li>Diamond Specialist? </li></ul><ul><li>Wedding Specialist? </li></ul><ul><li>Luxury goods retailer? </li></ul>1 st Generation HK Manufacturing Entrepreneur Modern Retailer for Chinese Low Cost High Value Skill and Knowhow in Production Design, Fashionable Branding Mass, Economy of Scale Targeted, Economy of Scope Vertically Integrated Manufacturer Quick Response Efficient Retailer Traditional Apprentices System Re-engineered Corp Governance Trusted Brand name Trusted Brand name Believe in Service, go the extra step Believe in Service, go the extra step Long term loyal customer Long term loyal customer Care and Love for the Customer Care and Love for the Customer
  7. 7. Cross Branding Exercise <ul><li>Nike? </li></ul><ul><li>Apple? </li></ul><ul><li>Nike + Apple </li></ul><ul><li>Customer value adding up </li></ul><ul><li>1+1=∞ </li></ul>
  8. 8. Cross Branding Exercise <ul><li>SCHSA? </li></ul><ul><ul><li>Safety </li></ul></ul><ul><ul><li>Service </li></ul></ul><ul><ul><li>Home Safety </li></ul></ul><ul><li>HKCSL? </li></ul><ul><ul><li>Mobile </li></ul></ul><ul><ul><li>Top Service </li></ul></ul><ul><ul><li>Shops </li></ul></ul><ul><ul><li>Reliable </li></ul></ul><ul><ul><li>Good Quality </li></ul></ul><ul><ul><li>New Technology </li></ul></ul><ul><li>1+1=∞ </li></ul>
  9. 9. Distribution Network <ul><li>Virtual and Physical </li></ul><ul><li>Service or Product </li></ul>
  10. 10. <ul><li>窮富翁大作戰 Project </li></ul><ul><ul><li>Project objective </li></ul></ul><ul><ul><li>Who is your customer? </li></ul></ul><ul><ul><li>Normal channel </li></ul></ul><ul><ul><ul><li>Newspaper/magazine </li></ul></ul></ul><ul><ul><ul><li>Preview Event </li></ul></ul></ul><ul><li>Social Network </li></ul><ul><ul><li>Facebook Groups </li></ul></ul><ul><ul><li>Youtube </li></ul></ul><ul><ul><li>Blogger Community </li></ul></ul><ul><ul><li>Uwants, HKGolden, BabyKingdom </li></ul></ul><ul><ul><li>Demo </li></ul></ul>Reaching your customer: thru Social Networking
  11. 11. <ul><li>Social Entrepreneurship/Enterprise </li></ul><ul><ul><li>Running a social entity professionally </li></ul></ul><ul><li>Branding = Value to customer </li></ul><ul><li>Cross Branding </li></ul><ul><ul><li>1+1=∞ </li></ul></ul><ul><li>New Distribution Network model </li></ul><ul><li>Reaching out with Social Networks: </li></ul><ul><ul><li>Facebook + Youtube </li></ul></ul>Summary

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