Marketing at the coalface March 11 th , 2009

Intros Lucinda Mould, Director, Marketing Clout Run marketing crash courses and consultancy for small and medium sized businesses Ex-Planning Director at Mason Zimbler Demographic: Female, 25-35, ABC1, Working mother B2B: Business owner, SoHo, Start-up Media consumption: Red, The Telegraph, Brand Republic, Linked In, Facebook, Twitter Geographic: Bristol, South West, UK Attitudinal: Social, environmental conscience

Lucinda Mould, Director, Marketing Clout

Run marketing crash courses and consultancy for small and medium sized businesses

Ex-Planning Director at Mason Zimbler

Demographic: Female, 25-35, ABC1, Working mother

B2B: Business owner, SoHo, Start-up

Media consumption: Red, The Telegraph, Brand Republic, Linked In, Facebook, Twitter

Geographic: Bristol, South West, UK

Attitudinal: Social, environmental conscience

You Students of economics, University of Bristol Opted in to marketing module but primary focus is Economics degree Demographic: Sub 25, ABC1, student Media consumption: Metro, Venue, Epigram, Facebook, Twitter, Myspace Alcoholic consumption: Above average Behavioural: Predisposed to fancy dress Geographic: Bristol, South West, UK

Students of economics, University of Bristol

Opted in to marketing module but primary focus is Economics degree

Demographic: Sub 25, ABC1, student

Media consumption: Metro, Venue, Epigram, Facebook, Twitter, Myspace

Alcoholic consumption: Above average

Behavioural: Predisposed to fancy dress

Geographic: Bristol, South West, UK

Question In your opinion, what brands are well positioned and marketed in today’s society?

In your opinion, what brands are well positioned and marketed in today’s society?

What is positioning anyway? Positioning is the process of designing an image and value so that consumers within the target segment understand what the company or brand stands for in relation to its competitors.

Positioning is the process of designing an image and value so that consumers within the target segment understand what the company or brand stands for in relation to its competitors.

Example: Stella Artois High quality Lager Affluent / Aspiring lager drinker Expensive Category Target market Premium Value set Brand / Status conscious Distribution Mainstream availability ‘ Reassuringly Expensive’

But the truth is... brands do not position themselves People do... ‘ Wife Beater’ Makes you AGGRESSIVE Full of chemicals A chav drink

People do...

Hence you get last year’s ad campaign

Why Woolworths went so badly wrong

Woolworths – a closer look Can anyone tell me what you could buy in Woolworths? Food, Gardening equipment, Pic ‘n’ Mix, Toys, Clothes, Home accessories, Toiletries, Bric a Brac, DVDs/CDs...

Can anyone tell me what you could buy in Woolworths?

Food, Gardening equipment, Pic ‘n’ Mix, Toys, Clothes, Home accessories, Toiletries, Bric a Brac, DVDs/CDs...

Woolworths – a closer look Can anyone tell me what category you would put Woolworths into? Supermarket? Pharmacy? DIY store? Sweet store? Toy shop? Entertainment store? Corner shop?

Can anyone tell me what category you would put Woolworths into?

Supermarket? Pharmacy? DIY store? Sweet store? Toy shop? Entertainment store? Corner shop?

Woolworths – a closer look Can anyone tell me what reason they might have to shop in Woolworths? Opportunity purchase as passing by?

Can anyone tell me what reason they might have to shop in Woolworths?

Opportunity purchase as passing by?

Woolworths in its hey day Political - Post-war Britain Focus on recovery Socio-cultural High St hub of daily lives Luxuries few & far btwn Low disposable income Economic Low production Minimal consumer choice Minimal competition Technological Mass production in infancy Slow transport links ‘ Three penny / Six pence store’

Political

- Post-war Britain

Focus on recovery

Socio-cultural

High St hub of daily lives

Luxuries few & far btwn

Low disposable income

Economic

Low production

Minimal consumer choice

Minimal competition

Technological

Mass production in infancy

Slow transport links

Today - an era of mass consumerism

Today - an era of mass consumerism New channels / retail models have splintered High St revenues Supermarkets steal more of every consumer pound Specialist shops answer consumer thirst for choice & product range ‘ Pound’ shops meet thrifty consumer need

A very different consumer More choice than ever conceivably possible

Where did that leave Woolworths? ? No longer occupied any relevant or coherent position, that offered value to the end consumer Cost leadership Focus Differentiation

With only minor exceptions Minor towns with established communities, where the High St is still a local hub Woolworths met a gap in the local market e.g. DVDs, toys, homeware ....not enough to sustain a national chain with high overheads

Minor towns with established communities, where the High St is still a local hub

Woolworths met a gap in the local market e.g. DVDs, toys, homeware

....not enough to sustain a national chain with high overheads

Positioning and branding go hand in hand Positioning = Rational Branding = Emotional

“ It is only shallow people who do not judge by appearances.” Oscar Wilde

“ Brand equity is the sum of all the hearts and minds of every single person that comes into contact with your organisation.” Source: Christopher Betzter

“ Brands are the express checkout for people living their lives at ever increasing speed.” Source: Brandweek

Understanding the brand Brands are actively defined by the interplay of internal and external forces. Your Organisation’s vision and culture Your Stakeholder’s value set Your service features, functions, and emotional benefits Brand Territory Competitive landscape

Brands are actively defined by the interplay of internal and external forces.

Elements of a brand Advertising Mailing or brochure Personal interaction Phone interaction Media publicity Word of mouth Name Logo Tagline Design elements Assets Personality Organisation values Stakeholder values Market Promise of experience Offer Messaging Brand strategy Brand identity Brand experience

Great brands

The Rise and Fall of Orange 1994 The Future is Bright, The Future is Orange 2002 2003 2006 1999 2000 Acquired by Mannesman Acquired by France Telecom 2008 Palm of your hand Cinema ads Dolphin, Raccoon I am Who I am because of everyone Orange customer service deteriorates year on year Brand strategy is confused and inconsistent One of history’s most successful launches ever Having at one time been market leader, Orange falls to 4 th place in UK marketshare Brand relaunch – will it be the reviver? Ill conceived and out of touch Brand grows to become market leader

Lovemark: High Desire High Respect Trustmark: Low Desire High Respect Commodity: Low Desire Low Respect Fad: High Desire Low Respect Becoming loved Respect Desire Source: Saatchi & Saatchi love marks model

Has Orange lost that loving feeling? Respect Desire Lovemark: High Desire High Respect Trustmark: Low Desire High Respect Commodity: Low Desire Low Respect Fad: High Desire Low Respect

The ‘comeback’ brands

Why? Great product design Marketing that reinforced brand positioning ‘cute, quirky with attitude’

The new challenger... How will Mini innovate to fight off the new competition?

Question In your opinion, what brands are well positioned and marketed in today’s society?

In your opinion, what brands are well positioned and marketed in today’s society?

A brand that is well positioned: Has a clear target market Who? Has a clear offer to that audience What? Delivers against that promise How? Provides clear rationale for purchase Why? against its competition

Has a clear target market Who?

Has a clear offer to that audience What?

Delivers against that promise How?

Provides clear rationale for purchase Why? against its competition

Behind the scenes The client team Strategic owners Product management Category management Brand management Marcoms PR The agencies Planners Creatives Designers Copywriters Account managers Production

The client team

Strategic owners

Product management

Category management

Brand management

Marcoms

PR

The agencies

Planners

Creatives

Designers

Copywriters

Account managers

Production

Behind the scenes Client specialisms Retail FMCG Finance Pharma Public Sector Telco Automotive Agency specialisms Market research Branding Strategic consultancy Full house DM Advertising Digital Viral PR Media

Client specialisms

Retail

FMCG

Finance

Pharma

Public Sector

Telco

Automotive

Agency specialisms

Market research

Branding

Strategic consultancy

Full house

DM

Advertising

Digital

Viral

PR

Media

Behind the scenes http://www.youtube.com/watch?v=gYEf8XZKlUU&feature=related http://www.youtube.com/watch?v=Go_VtqtxCHY&feature=related http://www.youtube.com/watch?v=Wac3aGn5twc

Marketing at the coalface March 11 th , 2009