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Industrial brand marketing

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How to manage brand and brand sharing with providers and distri

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Industrial brand marketing

  1. 1. Industrial Brand Marketing Macau May 30th 2008
  2. 2. INDUSTRIAL BRAND? But brand is for …
  3. 3. Luxury Eat, drink and sleep! Services Technology Sport Motor Fun
  4. 4. INDUSTRIAL MARKET TOO! BRAND HELPS TO HOLD
  5. 5. LET’S TRY UNDERSTAND WHY
  6. 6. MOST COMMON FACTORS ON THE INDUSTRIAL BUYING DECISION: QUALITY PRICE DELIVERY
  7. 7. QUALITY <ul><ul><li>Reliability </li></ul></ul><ul><ul><li>Durability </li></ul></ul><ul><ul><li>Strenght </li></ul></ul><ul><ul><li>Longevity </li></ul></ul><ul><ul><li>Power </li></ul></ul><ul><ul><li>Finish </li></ul></ul><ul><ul><li>Engineering integrity </li></ul></ul>
  8. 8. DELIVERY <ul><li>What means delivery term? </li></ul><ul><ul><li>Availability </li></ul></ul><ul><ul><li>Speed with which the product can be brought to the door. </li></ul></ul><ul><li>So … What is the most important? </li></ul><ul><ul><li>IS THE KNOWLEDGE THAT A PRODUCT WILL BE DELIVERED AT THE TIME PROMISED </li></ul></ul>
  9. 9. PRICE <ul><li>Buyers are looking ALWAYS for a better price. </li></ul><ul><li>They are ready to pay more for … Brand? </li></ul>YES, THEY ARE!
  10. 10. ESSENTIAL INGREDIENTS QUALITY DELIVERY PRICE INGREDIENTS WHICH ENHANCE THE TASTE SALES SERVICE AFTER SALES WARRANTY PROMOTION
  11. 11. BRAND!
  12. 12. WHAT PEOPLE BUY WITH AN INDUSTRIAL BRAND? <ul><li>TRUST </li></ul><ul><li>RELIABILITY </li></ul><ul><li>FRIENDSHIP </li></ul><ul><li>… any number of other intangible which have value </li></ul>
  13. 13. THIS COULD BE MORE IMPORTANT THAN PRICE!
  14. 14. HOW TO PROMOTE BRANDS?
  15. 15. Every one has his own strategy Every market is different … but the promotion methodes are still the same
  16. 16. THE PROMOTIONAL PLANNING <ul><li>Budgeting </li></ul><ul><li>Objectives setting </li></ul><ul><li>Promotion methods </li></ul><ul><li>Design of promotion material </li></ul><ul><li>Administration </li></ul><ul><li>Evaluation </li></ul>
  17. 17. BUDGETING This will be a sort of compromise between what is sought as a marketing objective and what is judged affordable The achievement and objectives of the promotional plan will largely be determinated by the available budget Small budgets can produce results if they are focused and not dissipated
  18. 18. OBJETCIVES SETTING This is the key to effective brand promotion If there are several core brand values, which have priority? What are the priorities in terms of market sectors and niches? Targeting may also include deciding which brand values to stress in each sector
  19. 19. PROMOTION METHODES The choice of effective promotional methods depends on the target Most types of promotions will be used for purposes The complicity and collaboration of the sales force is a key factor
  20. 20. DESIGN OF PROMOTION MATERIALS The design is very important for the success It needs to be committed to quality IMAGE, NAME, LOGO, MESSAGE, ADVERTISING, WEBSITE, PACKAGING,PRESS RELEASES …
  21. 21. ADMINISTRATION Administering the promotional budget is a matter of making sure it all happens The staff and resources are in place to ensure this and that the promotions are working towards the key goals
  22. 22. EVALUATION Although in the long run the point of branding is to GENERATE PROFITABLE BUSINESS Branding promotion IS NOT CARRIED OUT to generate sales enquires Its success or otherwise cannot be evaluated in terms of orders or enquires received
  23. 23. RIGTH TO THE TARGET!
  24. 24. PROMOTION METHODS <ul><li>E-Promotion </li></ul><ul><li>Promotional literature </li></ul><ul><li>Product and product packaging </li></ul><ul><li>Sings and livery </li></ul><ul><li>Direct Mail </li></ul><ul><li>Media Advertising </li></ul><ul><li>Press release </li></ul><ul><li>Exhibitions </li></ul><ul><li>Personal Contact </li></ul>
  25. 25. E-PROMOTION <ul><li>Website: Becomes the brochure on line. The most important promotional weapon for most B2B companies. </li></ul><ul><li>E-news: Effective and low cost promotion </li></ul><ul><li>E-PUBLICITY </li></ul><ul><li>Key words in Searchers (Google AdWords) </li></ul>
  26. 26. PROMOTIONAL LITERATURE This used to be the must-have for all industrial companies It is still important but less so today, being increasingly usurped by the cheaper, more flexible website
  27. 27. DIRECT MAIL Very flexible tool to meet both brand and products objectives It delivers less and less in this noisy promotional market It is used more and more direct e-mailings
  28. 28. MEDIA ADVERTISING IS MORE EFFECTIVE TO BUILDING A BRAND THAN SELLING A PRODUCT
  29. 29. PRESS RELEASE Is best carried out by professionals although in-house work can be effective It is important to tell a consistent story rather than just send out anything which is felt to be vaguely newsworthy
  30. 30. EXHIBITION Attendance at exhibitions can be used effectively to build a brand and works well for high value products that have to be seen, touched and demonstrated
  31. 31. PERSONAL CONTACT Personal contact is EXTREMELY Powerful Need careful management to ensure that there is a uniformity of approach The consistency that we expect should come from strong branding
  32. 32. YES, BUT … WE WORK WITH SUPPLIERS … … SOMETIMES WE DON’T WORK WITH OUR OWN BRAND!
  33. 33. OK, YOU’RE RIGHT BUT …
  34. 34. … do you see differences between? For identical or similar products …
  35. 35. vs vs vs vs
  36. 36. THE BIGGESTS DIFFERENCES ARE: PARTNERSHIP AND FEEDBACK YOUR COMPANY YOUR SERVICES Any number of other intangible which have value . ONCE MORE :
  37. 37. PROBLEMS! NO FEEDBACK NO PARTNERSHIP NO CO-WORK
  38. 38. FEEDBACK PARTNERSHIP CO-WORK BUILD UP BUSINESS!
  39. 39. OUR BRAND … THEIR BRAND … FEEDBACK FEEDBACK
  40. 40. COSTUMER PERCEPTION + THE BEST OPTION … OUR BRAND THEIR BRAND …
  41. 41. <ul><li>Brands create TRUST and confidence </li></ul><ul><li>Symbolize a strong and on-going relationship between costumers and suppliers </li></ul><ul><li>In a long term is a far better approach than building business just on personal relationships. </li></ul><ul><li>Provide a focus for promotion and help build continuity </li></ul>
  42. 42. Branding is an effective competitive strategy in industrial markets A strong brand blocks out competitive penetration.
  43. 43. BRAND PROMOTION IS LIKE RIZ … SO … YOU CAN COOK IT IN SO MANY WAYS !
  44. 44. That’s all! Enjoy your Brand!

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