Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The evolution of marketing revolution

10,988 views

Published on

What is that ?

“This guide will help you in your product management plan/marketing plan/brand development plan even personal development plan.”

more about me see:
http://www.slideshare.net/AbdulrhmanTantawy/atantawy-visual-resume
#AbdelRhman Tantawy

Published in: Education, Business, Lifestyle

The evolution of marketing revolution

  1. 1. TheEvolution ofMarketingRevolution
  2. 2. What is that ?“This guide will help you in your product management plan/marketing plan/brand development plan, even personal development plan.”
  3. 3. Since the world collapsed, the market became challenging, thecompetition exploded & the globalization opened fire on the local and multinational companies. we should think again about marketing strategies and the way we think about product management.
  4. 4. Creating a new product Establishing a new brandIt is all about Entering a new market Controling a new segment
  5. 5. We will do it together, a case study about a new product activation to start with, Idon’t know anything about it yet, but together we will create a kick ass product and dominate the market with it.
  6. 6. To create new brand we will go through four main stations, #1Scout #3 Communication #2 Tactics .
  7. 7. “It is not about good idea, it is about how we implement it.”
  8. 8. #1 #1SCOUT Scout
  9. 9. What is Product management
  10. 10. The pressure to:  Deliver the right product  With the right price  In the right timeframeCompanies who succeed are the ones who: define, produce andpromote their products more efficiently and more effectively.
  11. 11. Selecting the right product ideas meansIncreasing sales , improving profits anda huge efficiency gain across your company.
  12. 12. “All great Brand comes from great product”. An
  13. 13. Case Study #1Apple
  14. 14. Apple:This brand comes from the most successful apple Macintosh, The super PC,as it can be for personal usage and as a work station for professional users. professional Apple Work Home user user Station
  15. 15. The next step for apple was the iPhone, themost successful phone ever, they just createnew market, innovation in mobile technology,
  16. 16. The Next step was in 2010, with the iPad.They did it again with the best selling personal gadget in the decade.
  17. 17. That’s why we can say it is all about great products. such products will create great brands with minimum branding investment.
  18. 18. Name + Identity = SymbolSymbol + Concept = BrandBrand + Experience = Perception
  19. 19. Symbols do not represent brands directly; instead, symbols recall tominds the name of the brand that’s associated with perception
  20. 20. Ex:Steve jobs is a brand symbol whichreflects a brand perception as aninnovative brand.Some buy Apple because of him
  21. 21. ProductSelection Process
  22. 22. 1. Hair a. Shampoo b. Gels c. Tanning d. Nutrition and special situation 2. Skin and body care a. Creams and lotions b. Sun protection and tanning c. Anti-ageing and nutrition d. Special skin caring/treatmentPersonal care market 3. Mouth a. Tooth pastscategorized to: b. Mouth wash c. Cavity cleaners 4. Perfumes/body spray a. Body spray b. Body splash c. Perfumes 5. Shaving a. Pasts b. Foam c. Gels d. Aftershave.
  23. 23. 1. Hair a. Shampoo b. Gels c. Tanning d. Nutrition and special situation 2. Skin and body careIn each category we can find a market gap: a. Creams and lotions b. Sun protection and tanning c. Anti-ageing and nutrition Non covered target segments (A,B and C class variation) d. Special skin caring/treatmentIn our case I will assumethat we work in cosmetics Unavailable product form (size or way or use it) 3. Mouth a. Tooth pastsproducts, and this Empty positioning (unique position for Egyptian market) b. Mouth washcategorized to : c. Cavity cleaners Unmatched quality (current products quality are too4. Perfumes/body ) bad or too good spray a. Body spray Market monopoly (market size can handle two brand names) Body splash b. c. Perfumes 5. Shaving a. Pasts b. Foam c. Gels d. Aftershave.
  24. 24. 1. Hair a. Shampoo b. Gels c. Tanning d. Nutrition and special situationIn each category we can find a market gap. Or we can create new product care new need. 2. Skin and body for a. Creams and lotionsMarket gap stop points: b. Sun protection and tanning c. Anti-ageing and nutritionIn our case I will assume world of brand it doesn’t work like this But in the Uncovered target segment (A,B and C class variation) d. Special skin caring/treatmentthat we work in cosmetics 3. Mouth it is all about Concept, Position, Brand image and Perception Unavailable product form (size or way or use it)products, and this a. Tooth pasts b. Mouth wash Empty positioning (unique position for Egyptian market) c. Cavity cleanerscategorized the people minds. Brands must be deeply implanted in minds. in to : 4. Perfumes/body spray Unmatched quality (current products quality are too bad or too good ) a. Body spray b. Body splash Market monopoly (market size can handle two brand names) Perfumes c. 5. Shaving a. Pasts b. Foam c. Gels d. Aftershave.
  25. 25. Nevia Gillette DOVE AXEWe can take as example. Adidas Rexona
  26. 26. Sometimes we forget theproducts behind these brand. But we always remember its sauces and its selling lines,
  27. 27. The selling line (CONCEPT) always comes with the brand After that we can add any product category under it It will match this brand with a carful brand development plan
  28. 28. From “THE ULTIMATE BRAND”take a look how they createbrands
  29. 29. Symbol Brand Name Measurement BrandProduct Experience Perception Customer MIND individuals
  30. 30. Choosing the product is based on:• Behavior• PositioningThat reflects the brand’s value.
  31. 31. IndividualismChoosing the product is based on: Expectation• Behavior• Positioning PerceptionThat reflects the brand’s value.
  32. 32. IndividualismChoosing the product is based on: Expectation• Behavior• Positioning Perception IdentityThat reflects the brand’s value. Concept Name
  33. 33. ConceptProduct PerceptionKick Ass Brand
  34. 34. In the same time we need it universal as much as possible to help us in diversification. One brand for several products(brand building is an extremely difficult , we should up-use the brand as much as we can in future diversifications)
  35. 35. Market situation Market Market Gaps audit Collect this Culture Situationdifference analysis Mystery shopper
  36. 36. Market Blend it situation Market Market Gaps audit Collect this Culture Situationdifference analysis Mystery shopper
  37. 37. Market Blend it situation Market Market Marketing Gaps audit Plan Collect this Segmentation 4Ps Culture Situationdifference analysis Targeting and positioning Mystery shopper
  38. 38. Both elegant and fastPOSITIONINGBattle of your mind
  39. 39. Perception depends on individual values, goals, needs and expectations.Creating great brand means high value perception to specific target segment.
  40. 40. You can find more about positioning in Jack Trout Book “Positioning: The Battle for your mind”
  41. 41. Let’s start,, by selecting a winning product Use “The Branding recipe”
  42. 42. Use “The Branding recipe” 3rd Using market researches Mix this product with1st choose and audits we can clearly your carefully chosen the market a big brand PERCEPTION Product 2nd Upgrade and add Brand fits with TARGET SEGMENT your touch & can easily diversified to other CATEGORY without affecting the brand image and value.
  43. 43. #2Tactics
  44. 44. “Plan or be planned for ”.
  45. 45. Simple & Clear
  46. 46. You should Know THE PATHWho u r What to be
  47. 47. In Science ProductSituation Perceptionanalysis Concept
  48. 48. ObjectiveThe main objective of Strategic Planning is to form the right objective for the brand Just tell us what is the reason behind all of this Product Situation Objective Perception analysis Concept
  49. 49. Brand Development PlanThe most important step, it is a 5year plan for brand future. For brand development you should consider: Product Brand Situation analysis Objective DEVELOPMENT Perception PLAN Concept
  50. 50. Brand Development PlanThe most important step, it is a 5year plan for brand future. For brand development you should consider: Product Management Brand Management Product Brand Situation analysis Objective DEVELOPMENT Perception PLAN Product Brand Concept Management Management
  51. 51. To know the simple steps for Product management take a look at:“16 Steps Product Management” http://www.slideshare.net/AbdulrhmanTantawy See /16-steps-product-managmentax-tantawy
  52. 52. Brand IdentityA lot of people don’t care about brand identity, that is why they had low image brands, local brands, slow growing brands. The Brand Image is the brand personality and characteristics, which reflect the brand concept and perception. Brand Identity Product Brand Situation analysis Objective DEVELOPMENT Perception PLAN Product Brand Concept Management Management
  53. 53. Marketing PlanBefore any communication we shall start our marketing plan, then we will proceed with concept creating Focus on segmentation/targeting/positioning and the 4P’s Brand Identity Product Brand Situation analysis Objective DEVELOPMENT Perception PLAN Marketing Plan Concept
  54. 54. There is a big conflict between this two stepsMarketing Plan Brand Identity Analytical Process Creative Process Left brain Right Brain
  55. 55. That’s why you need“THE 5 BRAND DISCIPLINES” OF BRAND-BUILDING
  56. 56. “THE 5 BRAND Charismatic DISCIPLINES” Brand
  57. 57. Take a look at this one for more about “THE 5 BRAND DISCIPLINES” in “Why Branding ?” Clean Your Brand http://www.slideshare.net/AbdulrhmanTantawy See /clean-your-brand
  58. 58. Product Marketing Brand data Production Plan Identity sheet To find out the right Form, feature and Quality The right theme with them creating cost breakdown positioning right symbolsThen work on briefing for the right pricing strategy Product Data Sheet Packing uniform Logo-Type Identity POS’s Theme Cost Breakdown
  59. 59. THEN START COMMUNICATING
  60. 60. #3Communication
  61. 61. Based on your job titleyour role in this step will change.
  62. 62. Job Title Role Brand manager Briefing Integrated marketingMarketing Executive communication (IMC) Creative Director Creative Idea Generation Art Director Master visuals
  63. 63. The Right Brand manager Briefing Integrated marketingMarketing Executive communication (IMC) Creative Director Creative Idea Generation Art Director Master visuals Kick A** Campaign
  64. 64. I recommend to take a look at below plans to know more about communicationFMCG IMC campaign Pharmaceutical IMC campaign http://www.slideshare.net/Ab http://www.slideshare.net/Ab dulrhmanTantawy/ove- dulrhmanTantawy/dispercam- product-management-plan marketing-plan-axtantawy http://www.slideshare.net/Ab http://www.slideshare.net/Ab dulrhmanTantawy/fayrouz- dulrhmanTantawy/napi-fit- imc-plan-designs-options imc-campaign-atantawy
  65. 65. One More Thing,
  66. 66. FOCUS
  67. 67. Marketing Plan Brand Objective Identity FOCUS Target segmentConcept In all project elements Positioning Master Visual
  68. 68. acknowledgements Mahmad El-Kamisy Radwa Madkowr reference Mohamed H.Mabrouk Tantawy Laptop Mahmoud Hamam The Ultimate Brand-Book Steven Jobs22 immutable laws of branding, Jack trout-Book The uknown man

×