“BRANDS”24th Marketing forum<br />V55 Marketing Management<br />AvarsityJuanchoPascual<br />Jeanne Quitoriano<br />Septemb...
Captured Moments<br />This presentation is all about the photos taken during the Marketing Forum.<br />http://www.blogger....
The Speakers and the audience<br />Ness, I, and Juancho were seated at the back so that we’ll be able to have a good view ...
Early Birds<br />Some of the Early Birds<br />http://www.blogger.com/profile/00276604870570134445<br />
The Speakers and the audiences<br />The forum was about to start.<br />http://www.blogger.com/profile/00276604870570134445...
Programme<br />http://www.blogger.com/profile/00276604870570134445<br />
Thomson Reuters<br />Marla Alvarez<br />http://www.blogger.com/profile/00276604870570134445<br />
Introduction: First Speaker<br />Prof. YolyIbarle introduced the first speaker of the forum.<br />http://www.blogger.com/p...
The First Speaker<br />Ms. Marla Alvarez of Thomson Reuters was the first to talk about their company.<br />-Ambassador to...
Some of the first speaker’s slidesMs. Alvarez discussed Thomson Reuters. Who they are, what they do, and Who they serve.<b...
She also talked about the Employee Global Footprint and the value chain of Thomson Reuters in Manila.<br />http://www.blog...
A Long and Rich History<br />I found out that Thomson and Reuters merged on 2008. And both companies started way back 19th...
Brand Evolution<br />From Thomson and Reuters to the current Thomson Reuters logo.<br />-Blue represented stability, mascu...
The inspiration<br />The speaker talked about how they come up with the new logo of Thomson Reuters.<br />She showed a vid...
The New Logo<br />The speaker let the audiences guess the number dots found in the logo of Thomson Reuters.<br />http://ww...
Knowledge  to act<br />There are 108 dots of different orange contrast. (believed to be a spiritually significant number a...
The Logo and Configurations<br />http://www.blogger.com/profile/00276604870570134445<br />
Vertical Configuration<br />Mostly used in Social Network pages and other websites<br />Logo: Kinesis<br />-a motion in re...
Visual Branding Elements<br />As the speaker mentioned, a visually enticing and pure and clean logo can really help in mar...
Brand ambassadors and Idea<br />14 touch points were explained and the most important is the BRAND AMBASSADORS (employees)...
Attributes<br />Optimism-to serve customers<br />Humanity-straightforward and speak like real people<br />(informal compan...
Pillars<br />Pillars are based on the following expectations:<br />-global company<br />-Accurate and unbiased<br />-Timel...
Bringing The Brand to Life<br />Annual report on website:<br />thomsonreuters.com<br />Applying branding principles in all...
McKinley Office Snapshots<br />Head office-<br />#3 Time Square NYC<br />Recruitment hub in McKinley Hill Taguig<br />http...
World’s Largest International News Agency<br />Reuters is a recognition of the long history: 160 years old<br />Big events...
Thomson Reuters and newsroom<br />They have retained Reuters because it referred to the new service(news and media service...
Drama and Action<br />Photos exhibited annually<br />(100 best photos WORLDWIDE)<br />http://www.blogger.com/profile/00276...
Question and Answer<br />Annual Best Global Brand:<br />2008: #44<br />2009: #40<br />2010: #39<br />(better than Citi and...
Appreciated<br />Ms. Marla was awarded the Certificate of Appreciation by the AGSB.<br />BRAND IDEA:<br />“Doing amazing t...
Shakey’s<br />Mr. Vicente Gregorio<br />http://www.blogger.com/profile/00276604870570134445<br />
Shakey’s History<br />The speaker was the Executive Vice President –CEO of  International Family Food Services Inc, Mr. Vi...
Who Started What?<br />Sherwood “Shakey” Johnson(American GI who acquired malaria during WWII that’s why he had the shakes...
The Decline<br />-first major pizza chain during 1975 in Makati. #1 for a period of time until it dropped to #3 on 2003.<b...
Going back to Basics<br />The speaker discussed about the Vision and mission of the company.<br />http://www.blogger.com/p...
Vision and Mission<br />VISION- memorable experience with the Brand<br />MISSION- To “WOW” everyone was imposed since 2003...
Core Values<br />Core Values<br />-crucial to turn things around<br />http://www.blogger.com/profile/00276604870570134445<...
Focus <br />Brand re-building:<br />Shakey’s had 99.9% awareness but not top-of-mind<br />Operational excellence:<br />Foc...
New Brand Position: Fun, Family, Pizza<br /><ul><li>At late ‘90s, managers came from the fastfood industry(their comfort z...
Features<br />CONVENIENT<br />BIGGER<br />BETTER<br />COMFORTABLE <br />FUN<br />STORES<br />http://www.blogger.com/profil...
Promotions<br />Promo: P140 or up per person<br />-provide great ambiance and greater value while maintaining affordable p...
Brand Initiatives<br />At some point noticed they needed to make PIONEERING INITIATIVES and stop being just REACTIVE<br />...
Brand Initiatives<br />Volleyball League <br />-elevated the standards of Philippine volleyball<br />-volleyball is more f...
Operational Excellence<br />OBJECTIVE:<br />Operational Excellence<br />-change in  philosophy(shown in the next slide)<br...
Inverted Triangle approach<br />-Guest as top priority<br />-guests are supported by the front liners(store teams)<br />-s...
Action<br />-New products, services,  surprise branch visits, and web presence are some of the things done by the manageme...
Another Key: People<br />-hire, train, and keep new people<br />TIP: if an employer asks if you’re a good manage, answer w...
SEALS<br />Reaching out to Corporate Responsibilities…<br />http://www.blogger.com/profile/00276604870570134445<br />
It worked!<br />Efforts were awarded…<br />http://www.blogger.com/profile/00276604870570134445<br />
Growth<br />Compared to the decline of sales on 2003, on succeeding years, growth has been positive…<br />http://www.blogg...
Key to success<br />http://www.blogger.com/profile/00276604870570134445<br />
Parting words<br />http://www.blogger.com/profile/00276604870570134445<br />
Greatly Appreciated<br />http://www.blogger.com/profile/00276604870570134445<br />
Photo Ops<br />http://www.blogger.com/profile/00276604870570134445<br />
Closing Remarks<br />http://www.blogger.com/profile/00276604870570134445<br />
Almost done<br />http://www.blogger.com/profile/00276604870570134445<br />
Attendance Sheet<br />Friday MARKMA class of Vcoach Bong Ungria.<br />http://www.blogger.com/profile/00276604870570134445<...
Done(for next session: check session 6 summary)<br />Prepared and Captured by: <br />Jeanne Quitoriano<br />Commentary and...
Upcoming SlideShare
Loading in …5
×

24th marketing forum session summary(1)

641 views

Published on

"Brands"

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
641
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

24th marketing forum session summary(1)

  1. 1. “BRANDS”24th Marketing forum<br />V55 Marketing Management<br />AvarsityJuanchoPascual<br />Jeanne Quitoriano<br />September 2, 2011<br />Session 7 Summary<br />http://www.blogger.com/profile/00276604870570134445<br />
  2. 2. Captured Moments<br />This presentation is all about the photos taken during the Marketing Forum.<br />http://www.blogger.com/profile/00276604870570134445<br />
  3. 3. The Speakers and the audience<br />Ness, I, and Juancho were seated at the back so that we’ll be able to have a good view and during the forum. The location was great because I was able to capture the presentation and people easily.<br />http://www.blogger.com/profile/00276604870570134445<br />
  4. 4. Early Birds<br />Some of the Early Birds<br />http://www.blogger.com/profile/00276604870570134445<br />
  5. 5. The Speakers and the audiences<br />The forum was about to start.<br />http://www.blogger.com/profile/00276604870570134445<br />
  6. 6. Programme<br />http://www.blogger.com/profile/00276604870570134445<br />
  7. 7. Thomson Reuters<br />Marla Alvarez<br />http://www.blogger.com/profile/00276604870570134445<br />
  8. 8. Introduction: First Speaker<br />Prof. YolyIbarle introduced the first speaker of the forum.<br />http://www.blogger.com/profile/00276604870570134445<br />
  9. 9. The First Speaker<br />Ms. Marla Alvarez of Thomson Reuters was the first to talk about their company.<br />-Ambassador to Manila Thomson-Reuters<br />-21 years experience in corporate communication and public relations<br />-MASCOM @ UP Diliman<br />http://www.blogger.com/profile/00276604870570134445<br />
  10. 10. Some of the first speaker’s slidesMs. Alvarez discussed Thomson Reuters. Who they are, what they do, and Who they serve.<br />http://www.blogger.com/profile/00276604870570134445<br />
  11. 11. She also talked about the Employee Global Footprint and the value chain of Thomson Reuters in Manila.<br />http://www.blogger.com/profile/00276604870570134445<br />
  12. 12. A Long and Rich History<br />I found out that Thomson and Reuters merged on 2008. And both companies started way back 19th century.<br />-business was built for the need of past trustworthy, accurate and valuable information<br />-legacy still continued now(still in imprint but moving on to the electronic space)<br />-2007 Thomson acquired Reuters Group to create the World’s largest information provider & news media organization<br />http://www.blogger.com/profile/00276604870570134445<br />
  13. 13. Brand Evolution<br />From Thomson and Reuters to the current Thomson Reuters logo.<br />-Blue represented stability, masculinity(male-dominated industry)<br />http://www.blogger.com/profile/00276604870570134445<br />
  14. 14. The inspiration<br />The speaker talked about how they come up with the new logo of Thomson Reuters.<br />She showed a video that gives a better idea of how the logo was developed<br />http://www.blogger.com/profile/00276604870570134445<br />
  15. 15. The New Logo<br />The speaker let the audiences guess the number dots found in the logo of Thomson Reuters.<br />http://www.blogger.com/profile/00276604870570134445<br />
  16. 16. Knowledge to act<br />There are 108 dots of different orange contrast. (believed to be a spiritually significant number across many different cultures; also thought to embody mathematical clarity and simplicity)<br />http://www.blogger.com/profile/00276604870570134445<br />
  17. 17. The Logo and Configurations<br />http://www.blogger.com/profile/00276604870570134445<br />
  18. 18. Vertical Configuration<br />Mostly used in Social Network pages and other websites<br />Logo: Kinesis<br />-a motion in response to an external stimulus<br />-dynamism of intelligent information that keeps evolving into different things into different people<br />http://www.blogger.com/profile/00276604870570134445<br />
  19. 19. Visual Branding Elements<br />As the speaker mentioned, a visually enticing and pure and clean logo can really help in marketing the company. The colours have different meanings.<br />White-objectivity<br />Orange-optimism,energy, and knowledge<br />Gray-humanity<br />Blue, violet, red, & Green- Agility<br />(white being the most important because it is the perfect backdrop for every color)<br />Corporate font: Knowledge<br />http://www.blogger.com/profile/00276604870570134445<br />
  20. 20. Brand ambassadors and Idea<br />14 touch points were explained and the most important is the BRAND AMBASSADORS (employees)<br />-people speak highly of the company and employees refer their friends to Thomson Reuters<br />Intelligent information: example>> knowledge that will probably lead to the cure to cancer<br />http://www.blogger.com/profile/00276604870570134445<br />
  21. 21. Attributes<br />Optimism-to serve customers<br />Humanity-straightforward and speak like real people<br />(informal company with average age of 27 years old)<br />Agility-diverse customer(lawyers, scientists, etc…)<br />Clarity-simplify answers to complex questions<br />http://www.blogger.com/profile/00276604870570134445<br />
  22. 22. Pillars<br />Pillars are based on the following expectations:<br />-global company<br />-Accurate and unbiased<br />-Timely <br />-trusted <br />- customer oriented<br />http://www.blogger.com/profile/00276604870570134445<br />
  23. 23. Bringing The Brand to Life<br />Annual report on website:<br />thomsonreuters.com<br />Applying branding principles in all collaterals:<br />Bags, brochures, calling cards, etc…<br />http://www.blogger.com/profile/00276604870570134445<br />
  24. 24. McKinley Office Snapshots<br />Head office-<br />#3 Time Square NYC<br />Recruitment hub in McKinley Hill Taguig<br />http://www.blogger.com/profile/00276604870570134445<br />
  25. 25. World’s Largest International News Agency<br />Reuters is a recognition of the long history: 160 years old<br />Big events all over the World: Reuters’ always there (EDSA Revolution, death of Gandhi, fall of the Berlin Wall, etc…)<br />http://www.blogger.com/profile/00276604870570134445<br />
  26. 26. Thomson Reuters and newsroom<br />They have retained Reuters because it referred to the new service(news and media services business)<br />http://www.blogger.com/profile/00276604870570134445<br />
  27. 27. Drama and Action<br />Photos exhibited annually<br />(100 best photos WORLDWIDE)<br />http://www.blogger.com/profile/00276604870570134445<br />
  28. 28. Question and Answer<br />Annual Best Global Brand:<br />2008: #44<br />2009: #40<br />2010: #39<br />(better than Citi and Gucci)<br />Question and Answer<br />http://www.blogger.com/profile/00276604870570134445<br />
  29. 29. Appreciated<br />Ms. Marla was awarded the Certificate of Appreciation by the AGSB.<br />BRAND IDEA:<br />“Doing amazing things with intelligent information”…<br />http://www.blogger.com/profile/00276604870570134445<br />
  30. 30. Shakey’s<br />Mr. Vicente Gregorio<br />http://www.blogger.com/profile/00276604870570134445<br />
  31. 31. Shakey’s History<br />The speaker was the Executive Vice President –CEO of International Family Food Services Inc, Mr. Vicente Gregorio who was also an alumnus of Ateneo Graduate School of Business.<br />He discussed the history of Shakey’s.<br />http://www.blogger.com/profile/00276604870570134445<br />
  32. 32. Who Started What?<br />Sherwood “Shakey” Johnson(American GI who acquired malaria during WWII that’s why he had the shakes) and Ed Plummer established Shakey’s in Sacramento California in 1954.<br />http://www.blogger.com/profile/00276604870570134445<br />
  33. 33. The Decline<br />-first major pizza chain during 1975 in Makati. #1 for a period of time until it dropped to #3 on 2003.<br />-low morale due to 5 years of no increase felt by anyone<br />-he had faith in Shakey’s because he grew up with the brand and worked with Shakey’s when he was still in College.<br />http://www.blogger.com/profile/00276604870570134445<br />
  34. 34. Going back to Basics<br />The speaker discussed about the Vision and mission of the company.<br />http://www.blogger.com/profile/00276604870570134445<br />
  35. 35. Vision and Mission<br />VISION- memorable experience with the Brand<br />MISSION- To “WOW” everyone was imposed since 2003<br />http://www.blogger.com/profile/00276604870570134445<br />
  36. 36. Core Values<br />Core Values<br />-crucial to turn things around<br />http://www.blogger.com/profile/00276604870570134445<br />
  37. 37. Focus <br />Brand re-building:<br />Shakey’s had 99.9% awareness but not top-of-mind<br />Operational excellence:<br />Focus on tiny details because it’s one of the most profitable business if you do it “right”(do it with passion)<br />People:<br />-Employees should live and execute the brand<br />-customers need to see and receive the promise of the brand<br />http://www.blogger.com/profile/00276604870570134445<br />
  38. 38. New Brand Position: Fun, Family, Pizza<br /><ul><li>At late ‘90s, managers came from the fastfood industry(their comfort zone) so Shakeys’ atmosphere became like a fastfood(bright lights, small space, etc…)</li></ul>To reposition the Brand, 3 things were considered<br />FUN: everything in the store must be fun(colors, food, ambiance, etc.)<br />FAMILY: cater organic and social familier<br />PIZZA: social food that should cater to the FAMILY<br />http://www.blogger.com/profile/00276604870570134445<br />
  39. 39. Features<br />CONVENIENT<br />BIGGER<br />BETTER<br />COMFORTABLE <br />FUN<br />STORES<br />http://www.blogger.com/profile/00276604870570134445<br />
  40. 40. Promotions<br />Promo: P140 or up per person<br />-provide great ambiance and greater value while maintaining affordable prices<br />http://www.blogger.com/profile/00276604870570134445<br />
  41. 41. Brand Initiatives<br />At some point noticed they needed to make PIONEERING INITIATIVES and stop being just REACTIVE<br />Shakey’s-On-Wheels<br />-vehicle used for events or special requests<br />Live Radio<br />-they have a professional DJ in stores whom you can call to request a song and dedicate to anyone<br />http://www.blogger.com/profile/00276604870570134445<br />
  42. 42. Brand Initiatives<br />Volleyball League <br />-elevated the standards of Philippine volleyball<br />-volleyball is more fun and “sexier”(women)<br />-biggest event in Volleyball<br />Uniforms<br />-classy and preppy<br />-not cheap, so it helps employees to be proud of what they do<br />http://www.blogger.com/profile/00276604870570134445<br />
  43. 43. Operational Excellence<br />OBJECTIVE:<br />Operational Excellence<br />-change in philosophy(shown in the next slide)<br />http://www.blogger.com/profile/00276604870570134445<br />
  44. 44. Inverted Triangle approach<br />-Guest as top priority<br />-guests are supported by the front liners(store teams)<br />-store teams are supported by area managers<br />-top management can’t be bossy, they need to help and serve the front liners<br />http://www.blogger.com/profile/00276604870570134445<br />
  45. 45. Action<br />-New products, services, surprise branch visits, and web presence are some of the things done by the management to provide excellent Operations and service.<br />-dial 77-777<br />-order and pay online and let anyone eat for free anywhere.<br />http://www.blogger.com/profile/00276604870570134445<br />
  46. 46. Another Key: People<br />-hire, train, and keep new people<br />TIP: if an employer asks if you’re a good manage, answer with passion and don’t just say you’re good, but say you’re a GREAT Manager.<br />-people should be energized, influential, excellent, and should be able to execute<br />http://www.blogger.com/profile/00276604870570134445<br />
  47. 47. SEALS<br />Reaching out to Corporate Responsibilities…<br />http://www.blogger.com/profile/00276604870570134445<br />
  48. 48. It worked!<br />Efforts were awarded…<br />http://www.blogger.com/profile/00276604870570134445<br />
  49. 49. Growth<br />Compared to the decline of sales on 2003, on succeeding years, growth has been positive…<br />http://www.blogger.com/profile/00276604870570134445<br />
  50. 50. Key to success<br />http://www.blogger.com/profile/00276604870570134445<br />
  51. 51. Parting words<br />http://www.blogger.com/profile/00276604870570134445<br />
  52. 52. Greatly Appreciated<br />http://www.blogger.com/profile/00276604870570134445<br />
  53. 53. Photo Ops<br />http://www.blogger.com/profile/00276604870570134445<br />
  54. 54. Closing Remarks<br />http://www.blogger.com/profile/00276604870570134445<br />
  55. 55. Almost done<br />http://www.blogger.com/profile/00276604870570134445<br />
  56. 56. Attendance Sheet<br />Friday MARKMA class of Vcoach Bong Ungria.<br />http://www.blogger.com/profile/00276604870570134445<br />
  57. 57. Done(for next session: check session 6 summary)<br />Prepared and Captured by: <br />Jeanne Quitoriano<br />Commentary and Audio Recorded by:<br />JuanchoPascual<br />http://www.blogger.com/profile/00276604870570134445<br />

×