Big Brand Marketing 18.01.14

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Royal Holloway Enterprise Academy Big Brand Marketing (by Royal Marketing)

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Big Brand Marketing 18.01.14

  1. 1. ... on a small business budget
  2. 2. You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place. David Ogilvy
  3. 3. You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place. David Ogilvy The prep
  4. 4. You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place. David Ogilvy The prep The plan
  5. 5. You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place. David Ogilvy The prep The plan The action
  6. 6. Customers Competitive landscape Buyer personas (segments) Picture Goals Questions Title Needs Interests Profile Wants Social media Characteristics Frustrations ?
  7. 7. Customers Competitive landscape Who What Where When How Strengths Weaknesses Opportunities Threats
  8. 8. name + logo + ... = identity Branding Marketing strategy Abstract Apple Concrete Google Amazon iPhone mySupermarket
  9. 9. name + logo + ... = identity Branding Marketing strategy 1. 2. 3. 4. Brainstorm with different people Secure 5 – 10 ideas Test them Choose 1, then repeat until satisfied Remember: Identity represents the value that you give to your customers.
  10. 10. name + logo + ... = identity Branding Marketing strategy 1. 2. 3. 4. Brainstorm with different people Secure 5 – 10 ideas Test them Choose 1, then repeat until satisfied Remember: Identity represents the value that you give to your customers.
  11. 11. Branding Marketing strategy • • • • • • • Mission, vision Target customers USP Product Price + positioning Place Promotion
  12. 12. Branding Marketing strategy • • • • • • • Mission, vision Target customers USP Product Price + positioning Place Promotion
  13. 13. Low quality High quality Product Price Place Promotion High price Skimming Premium People Processes Physical evidence Low price Economy Penetration
  14. 14. Low quality High quality Product Price Place Promotion High price Skimming Premium People Processes Physical evidence Low price Economy Penetration Product and price are your main tools to differentiate yourself from other companies.
  15. 15. Producer Product Price Place Promotion People Processes Physical evidence Wholesaler Retailer Consumer
  16. 16. Producer Product Price Place Promotion People Processes Physical evidence Producer Wholesaler Retailer Retailer Consumer Consumer
  17. 17. Producer Product Price Place Promotion People Processes Physical evidence Producer Producer Wholesaler Retailer Retailer Consumer Consumer Consumer
  18. 18. Producer Product Price Place Promotion People Processes Physical evidence Producer Producer Wholesaler Retailer Retailer Consumer Consumer Consumer All distribution methods have advantages and disadvantages, and can be used in conjunction with each other.
  19. 19. A CAMPAIGN : Target customer segment(s) Product Price Place Promotion People Processes Physical evidence Goals + KPIs
  20. 20. A CAMPAIGN : Target customer segment(s) Product Price Place Promotion People Processes Physical evidence Goals + KPIs Advertising Direct Marketing Promotions Personal selling PR Digital
  21. 21. A CAMPAIGN : Target customer segment(s) Product Price Place Promotion People Processes Physical evidence Goals + KPIs Advertising Direct Marketing Promotions Personal selling PR Digital Integration Execution
  22. 22. A CAMPAIGN : Target customer segment(s) Product Price Place Promotion People Processes Physical evidence Goals + KPIs Advertising Direct Marketing Promotions Personal selling PR Digital Integration Execution Tracking
  23. 23. A CAMPAIGN : Target customer segment(s) Product Price Place Promotion People Processes Physical evidence Goals + KPIs Advertising Direct Marketing Promotions Personal selling PR Digital Integration Execution Tracking Each campaign should have different goals and target segments. They can, however, use the same channels. The more targeted a campaign, the more effective.
  24. 24. RESOURCES: Social Media Management Product Price Place Promotion People Processes Physical evidence Bufferapp.com IFTTT.com Tracking Google analytics Project Management Trello.com Google docs Design Adobe suite The Gimp Microsoft office suite Web design and hosting Wordpress.org Godaddy.com SubReddits for help r/marketing r/entrepreneur r/askmarketing
  25. 25. RESOURCES: Social Media Management Product Price Place Promotion People Processes Physical evidence Bufferapp.com IFTTT.com Tracking Google analytics Project Management Trello.com Google docs Design Adobe suite The Gimp Microsoft office suite Web design and hosting Wordpress.org Godaddy.com SubReddits for help r/marketing r/entrepreneur r/askmarketing Plenty of help is available online, and some tools may be better than others in different situations.
  26. 26. Only for services Product Price Place Promotion People Processes Physical evidence
  27. 27. Only for services Product Price Place Promotion People Processes Physical evidence
  28. 28. Only for services Product Price Place Promotion People Processes Physical evidence
  29. 29. Only for services Product Price Place Promotion People Processes Physical evidence People associate meaning to sensory stimuli during an experience.
  30. 30. You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place. David Ogilvy The prep The plan The action
  31. 31. You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place. David Ogilvy The prep The plan The action
  32. 32. You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place. David Ogilvy The prep The plan The action
  33. 33. You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place. David Ogilvy The prep The plan The action
  34. 34. uk.linkedin.com/in/romainsestier twitter.com/RomainSestier royalmarketing.org royalmarketing@rhul.ac.uk You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place. David Ogilvy

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