Bm 10 mr and e-marketing

“ We can, We will ”
Brand Marketing 10
Marketing Research / IP / E-Marketing
Shim, Jae hak
2015-05-04

Cold Call
2015-05-04 Shim, Jaehak (jaehak_shim@cambridgejbs.net) 2
Why CSR
Brand Reputation.?

Contents
1
E-Marketing & Brand2
Marketing Research for Brand
3 Legal Protection for Brand
2015-05-04 Shim, Jaehak (jaehak_shim@cambridgejbs.net)
What we will discuss and achieve today ?
3

Definition of
marketing research
 The systematic gathering, recording, and analysis of
data about issues relating to marketing products and
services
(McDonald, Malcolm (2007), Marketing Plans (6th ed.)
 Consumer R / Trade R
 Quantitative R / Qualitative R
 Ad-hoc R / Tracking R
Market Research vs. Marketing Research

Why Do We Need ?
 How can you know you are in right track ?
 How can you get ground truth about the viability of your
marketing idea?
 How can you say your brand is health ?
We Needs information and data ...

Give Me Credible
Information / Data
 Behavioral data reveals in-market performance:
 What is my brand‟s market share and its trends?
 Does it have strong penetration and loyalty?
 Does it operate in a growing category?
 Attitudinal data deconstructs the consumers‟ feelings
towards the brand:
 Do they love my brand?
 What tangible and intangible associations do consumers have of
my brand?
 Are they open to other brands?
 Are they beginning to feel anxious about the category in which
my brand operates?

Marketing Research
 Marketing decisions need the support of marketing
research in order
 To be viewed favorably by customer
 To stand up to completion and other external pressures
 To reduce trial and error (Too huge risk)
 Also, Marketing Research as foundation of the marketing
 To give a picture of what is occurring (or likely to occur) and
when done well
 To offers alternative choice that can be made
 To give the Insight of consumer
 To justify the decision

Identify the
Information
Requirement
Problem
Definition
Choose Unit
of Analysis
Examine Data
Availability
Assess Value
of Research
Research
Design
Analyzing
Data
What information do I need
and why ?
Problem, Issues, Effect on Action
Target & its scope, Global or
Local ?
Secondary data ?
Effectiveness & budget ?
Data collection ?
Research
Methodology ?
Implication
of Data ?
Marketing Research
Process

Importance of
Information
“ Information is a critical ingredient in formulating and
implementing a successful marketing strategy”
 Key of Brand Managers should understand
 The importance of information technology and marketing
information system as strategic assets
 How to manage the marketing information collection system and
marketing research efforts
 To formal market research process

How P&G sells $76
billion to the world?
“ We often find consumers can’t articulate it. That’s why we need
to have a culture where we are understanding. There can’t be
detachment. You can’t just live away from the consumer and the
brand and hope to gain your insights from data or reading or
talking to academics. You have to be experiential. And some of
our best ideas are coming from people getting out there and
experiencing and listening.”
(Jim Stengel, Global Marketing Officer at P&G)
For More, Visit & Read
http://money.cnn.com/magazines/fortune/fo
rtune_archive/2007/09/17/100258870/?pos
tversion=2007090511

 Primary Information : The initial data collected during the
research process
 The 2ndary Information : Collecting and processing data
from
 Published or researched by others
 Usually save time & budget with larger database
 Internal source / Personal source
 Global network as competitive advantage
 Internal local people
Source of Information

Respect internal information source
Our principal sources are internal. We have a very well-informed
and able overseas establishment. The local people have a double
advantage. They know the local scene and they know our
business. Therefore, they are an excellent source. They know
what we are interested in learning, and because of their local
knowledge they are able to effectively cover available
information from all sources.
(Source : Nestle Headquarters Executive,
Global Marketing, Warren J.)

Information Technology for
Brand Management
 IT : An organization‟s processes for creating, storing,
exchanging , using and managing information.
 MIS should cover company's internal information and external
environment (global & local) including customers and competitors
 IT is not show up or toy but strategic tool going together with
marketer
“My vision is to design, build, sell and maintain cars. Everything I
do is directly linked to this, to the urgent need to increase turnover,
margins, and brand image. Every single investment and
express in the IT field has to be driven by the vision.”
(Jean-Pierre Corniou,
Chief Information Officer at Renault)

Formal Marketing
Research
 Systematic gathering with the given purpose
 Two different objectives and ways
 Continuous regular research
• Tracking the trends of the business
• Ex) Brand Health Index, Retail Audit
 Ad-hoc research
• Project specifics
 The challenge of Global market research
 National differences that influenced the way
information can be obtained
 Cultural, linguistic, economic, political,
religious, historical and market difference

Global Market
Research Firms
Rank Firm Name
Home
Country
Research
Revenue (2004)
Competitive Focus
1 VNU NV
US &
Netherlands
$ 3.4 B
Nielsen – Media
research, Retail audit
2
Taylor Nelson
Sofres PLC
UK $ 1.7 B
Qualitative, Social
research
3 IMS Health Inc. US $ 1.6 B
Pharmaceutical &
Healthcare
4 Kantar Group
US (WPP
group)
$ 1.1 B Brand Health & Media
5 Gfk Group Germany $ 0.9 B
Consumer tracking
survey, health care

AMI PinPointTM
Brand image positioning &
strategic attributes analysis
Example of Leading
Research Program
Shaping A New Vision For
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Shaping ANew Vision For
Tracking
Shaping ANew Vision For
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Tracking
Asia’s Premier Brand Equity Tracking
Research Technique
BrandVisionTM
Continuous evaluation of brand
health & advertising effectiveness
The Conversion Model®
Brand equity strength &
measurement
AMI PinPointTM
Conversion ModelTM
World class research throughout AsiaWorld class research throughout Asia RefRef: J:WALKERGENERALPRESENT: J:WALKERGENERALPRESENT 1098NEW1098NEW.PPT.PPT nn 1515
Asia Market Intelligence
World class research throughout Asia Confidential
AMI CSM®
Understanding &
strengthening customer
relationships
17-Jul-99 n 3World classresearch throughout Asia
An AcuPOLL SessionAn AcuPOLL Session
Respondents
Enter
responses
on Keypads &
follow
questions in QuestionnaireClients & Research Team
Monitoring responses
Data
Technician
Monitoring
&
Checking
responses
"Moderator" - Reading all questions - Describing Concepts - Qualitative probing
AcuPOLL®
Central location based new
product concept testing
Novaction®
Market simulation model for
brand and product development
NOVACTION
11AVENUEDUBONNET92407COURBEVOIECEDEX-TEL:49.04.43.33
SALES
BRANDMIX
OPERATINGMIX
WHATIF?
W
HY?
HOWMUCH?
PROFITABLEBRANDDEVELOPMENT
DEVELOPPEMENTDEMARQUESPROFITABLES
ENTWICKLUNGERFOLGREICHERMARKEN
LOSVILUPPODIUNPRODOTTOPROFITTABILE
ESDESARROLLODEMARCASRENTABLES

Q Quest (AMI Sensory)
Product and packaging concept testing
2009/4/18 n 13World class research throughout Asia
AMI Sensory: Facial Scale
How much do you like this product altogether?
How much do you like the look of the product?
How much do you like the feeling of this product
in your mouth?
How much do you like the taste of this product?
- Page 1 -N:MIRANDAADCHECKSTD-RPT.PPT
Confidential
AdCheckTM
AMI AdCheckTM
Advertising concept testing
Example of Leading
Research Program
Pricing Research
Pricing Research
Invaluable input to effective
pricing decision
2015-05-04 17Shim, Jaehak (jaehak_shim@cambridgejbs.net)

?
“Will They Be Our Customers In A Year’s
Time?”.
Brand Healthiness
 Brand Healthiness measures
should indicate whether:
 our customers are likely to remain
with us.
 our brand holds appeal to non-
users.
 Research that measures past or
current behaviour alone can only
tell us where we are at the
moment.
 The real value is providing
insight on where we are going.

Measuring Brand
Strength
For right marketing decision we need psychological analysis
of commitment to brands, incorporating measures of
InvolvementSatisfactionAttitudes
Commitment

Brand Protection
Intellectual Property
 IP provide legal protection for some of the most
important aspects of a brand
 Common coverage : the name, logo, label designs,
packaging shapes, advertising, slogans, domain names
and sometimes the product itself
 Purpose of the rights
 To be essentially preventative in effect
 To encourage investment and innovation and to discourage
copying

 Assigning or Licensing
 IP may be bought, sold, mortgaged or leased
 An important business opportunity and source of income.
 Rights tend to be national with every country having its
own laws and Owning a right in one country does not
necessarily mean the right is held in another country.
 The main rights associated with brands are:
 Trademarks (registered or common law)
 Copyright and database rights
 Designs
 Patents
 Unfair competition/passing off
 Trade secrets/confidentiality.
Brand Protection
Intellectual Property

 Trademarks
 Choose new trademarks carefully.
 Make sure they aren‟t being used by others.
 Register the trademark.
 Make sure you use them correctly.
 Control their use when licensing and Take action against misuse
 Copyright
 Ensure that with any creative work from an outside supplier the
copyright is transferred to you.
 When merchandising copyright material, control and monitor
usage.
 Where possible find ways to incorporate small but deliberate
mistakes to prove copying has taken place.
 Take action on copying immediately.
Brand Protection
Best Practices

 Designs
 Apply for design registration as soon as possible – certainly
within 12 months of „publicly‟ disclosing the design.
 For Unregistered Design Right, record the design in a design
document or make a prototype to obtain protection.
 Ensure your rights are acknowledged and protected in any
merchandising agreement.
 Look out for copies and take action if you find any.
 Patents
 Keep ideas confidential until filing a patent application.
 Mark everything involved as confidential.
 Before filing only make any disclosures to those under
an obligation of confidence
 If you commission work that includes an invention,
try to get all patent rights outright.
Brand Protection
Best Practices

Internet & Marketing

NEW Era of
E-commerce
“Here and now begins a new era in the history of
the world, and you can say you were there”.
(J. W. von Goethe, 1749-1832)
“The Internet makes old, young. Makes big, small.
Makes slow, fast. Any company, old or new, that
does not see this technology literally as important as
breathing, could be on its last breath”.
(Jack Welch)

Digital Revolution
 Digital Revolution
 A Paradigm shift resulting from technological advances that
allow for the digitalization of analogue sources of information,
sounds, and image
 Drives the creation of new companies, industries and markets in
all parts of the world
 Destruct the companies, industries and markets transforming the
commerce and life of the world.
 E-marketing
 Using the Internet to strengthen the competitive advantages of
brick-and-mortar firms by creating “click-and-mortar”

Potentiality of Internet
Source) http://www.internetworldstats.com/stats.htm
 Global Internet Users : 1.5 billion
 30% use internet banking
 Global e-commerce revenue in 2004 : $2.7 trillion
 Online music spending $3.3 billion (26%) in 2004
 24 terabytes of data recorded per 48 hours in Yahoo

What Is e-Marketing
Using the Internet to strengthen the competitive
advantages of brick-and-mortar firms by creating
“click-and-mortar”

What Can Internet
Do for My Business
?
 Tool for business planning
 Information resource
 Communications
 Cost reduction
 Marketing research
 Part of a marketing mix
 Product offering
 Channel of distribution
 Ads and promotion medium

Why is e-Marketing
Critical?
Efficiency
Complexity
Mass
Production
Selling
Brand
Management
Customer
Management

What Internet
Really Can Do ?
Relationship
Building
Brand Building
Globalness Building

What Is Branding ?
 Creating an image/identity in consumers
 Key benefits
 Rational attachment
 Emotional attachment
 Communicating the promise
 Various media / IMC
 Online & offline
 Delivering the promise
 Providing „augmented product;
 Before Service
 Purchase
 After Service

What Is e-Branding
 Branding through Internet….
 Uniqueness..
 High involvement
 Targetability
 Customized offering
 Interactivity
 Duration of impact
 Representing vs. experiencing
• Experiential branding
www.bmw.com

Online
Communication
 A clear message/identity
 Simplicity is the key - google
 Integrated e-marketing program
 Brand spiraling – Benetton (www.benetton.com)
 Interesting/engaging communication
 Advertainment – Kodak (www.kodak.com)
 Proper measurement
 CPM, click-through

Online “Delivery”
 Providing a satisfactory solution
 Personalization
• Dell computer (www.dell.com)
• Amazon (www.amazon.com)
 Providing an exciting “surfing” experience
 Miller Beer (www.millerbrewing.com)
 Budweiser (www.budweiser.com)
 Strengthening brand bonding via meaning
 Online community
• AOL(www.aol.com)
• eBay (www.ebay.com)

Website
Classification
 Traditional classification by purpose
 Promotion Sites
 Content Sites
 Transaction Sites
 Current : Holistic site categorized by
Low
UST,
Washington Post
Suilt.com.ph
P&G, Gucci Amazon.com, Dell
Information/Support Transactions
Web Site Contents
Domestic
Global
AudienceFocus

Website Design
 Solution quality
 Completeness
 Customisation
 “Surfing” experience
 Don‟t think about the web visit. Think about the web
visitor
 Convenience, usability, engagingness, consistency
 “Feeling” and “emotion”
 Colour, graphics, human touch

Key of E-marketing
 Identify „Right‟ e-Customers
 Winner companies concentrate on winner customers!
• Acquiring and retaining profitable customers
• Pareto‟s Law: 80/20 rule
 Finding profit zone
• Transaction vs. relationship buyers
 Personalization
 Provide exact bundle of benefits to each individual
• Don‟t think “mass”, think “me”
 Vendor- and customer driven
• Product (website)
• Other 4Ps
 “Creeping” personalization

Are They Doing Well Online?

How global leading
company works ?
 www.coke.com
 www.mcdonalds.com
 www.microsoft.com
 www.walmart.com

e-Channel Dilemma
 Pros
 CRM, cost saving
 True value
 Cons
 Channel conflict
 Cannibalisation
 Dark side of the Internet
 Lack of „human touch‟
 „Faceless‟ customers
 Expensive game
 Cultural incompatibility
 Channel conflict

Questions to Ask
 What about the communication?
 What about the solution?
 What about the “surfing” experience?
 What about the “emotion”?
 Where is the “love”?

Making Machines…
 User friendly
 Sticky
 Humane
 Emotional

Quotes
 “The Web should be architectured to allow the
customer to experience the company brand”
Keith Fox, VP Marketing, Cisco
 “Fundamentally, branding on the Internet is
really about relationships,…you engage your
customer individually”
Bob Drof, President, Peppers & Rogers

Welch Speaks
Again
 “The Internet is allowing us to make quantum changes,
real breakthroughs. You can‟t think incrementally, you
have to think transformationally.”
“Destroy your business!”

Wrap-up
 Marketing Research
 Role & Scope
 Marketing Research Process
 Practice
 Potential and Practice of E-Marketing
 Brand Protection by IP and its practice
 Concept & coverage
 Practical Options

Bm 10 mr and e-marketing

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