Inside Sales: Building a Scalable Business Development EngineBill Moorehouse
Many organizations see the value of building an inside sales team. Managing a small inside sales team can be done in an informal fashion by a competent sales manager. A larger inside sales team requires more rigorous management. The complexity of managing the inside sales team will increase along with the size of the team, breadth of products or services sold by the team and geographic distribution of the team. This presentation focuses on an approach to building scalable inside sales teams.
The presentation was part of a one-day roundtable session held for the membership of the Association of National Advertisers (ANA). It contains a real-world case study that illustrates how a former client: 1) dissected and ultimately defined what it means to be "green" in their industry, 2) identified key purchase decision-makers associated with "green," 3) segmented the market based on customers' attitudes toward "green," and 4) developed a compelling "green-based" value proposition and go-to-market strategy for the chosen target segment.
Inside Sales: Building a Scalable Business Development EngineBill Moorehouse
Many organizations see the value of building an inside sales team. Managing a small inside sales team can be done in an informal fashion by a competent sales manager. A larger inside sales team requires more rigorous management. The complexity of managing the inside sales team will increase along with the size of the team, breadth of products or services sold by the team and geographic distribution of the team. This presentation focuses on an approach to building scalable inside sales teams.
The presentation was part of a one-day roundtable session held for the membership of the Association of National Advertisers (ANA). It contains a real-world case study that illustrates how a former client: 1) dissected and ultimately defined what it means to be "green" in their industry, 2) identified key purchase decision-makers associated with "green," 3) segmented the market based on customers' attitudes toward "green," and 4) developed a compelling "green-based" value proposition and go-to-market strategy for the chosen target segment.
Improving Sales Force Performance and EffectivenessL.E.K. Consulting
L.E.K. Managing Director Chris Kenney spoke at a Chief Executive Network event on improving sales force performance and effectiveness. See his presentation here.
Category creation-how-to-build-a-brand-that-customers by letruongan.comAn Le Truong
Lê Trường An – Dịch giả – Tác giả – Marketer – chuyên thực hiện các dự án SEO, Social Media, Dịch thuật và xuất bản nội dung. Ngoài ra, Lê Trường An liên tục cập nhật nội dung blog với các chủ đề SEO, Marketing và nhiều hơn nữa…
---
Content Creator Lê Trường An
Chuyên viên Marketing – Tác giả - Dịch giả tại letruongan.com
Chuyên viên Marketing tại BrainCoach
Chuyên viên Content Marketing tại FoogleSEO
Dịch vụ Marketing – SEO – Content Marketing
Not a 100% complete, but interested getting response from others. Selling to the marketing organization is not easy and arguably getting harder. Do a lot of salespeople have the skills and panache required? Would this be helpful for your sales organization?
This is intended to be the backdrop for an all day workshop that has 4 interactive sessions.
This complete deck is oriented to make sure you do not lag in your presentations. Our creatively crafted slides come with apt research and planning. This exclusive deck with thirty slides is here to help you to strategize, plan, analyse, or segment the topic with clear understanding and apprehension. Utilize ready to use presentation slides on Brand Valuation PowerPoint Presentation Slides with all sorts of editable templates, charts and graphs, overviews, analysis templates. It is usable for marking important decisions and covering critical issues. Display and present all possible kinds of underlying nuances, progress factors for an all inclusive presentation for the teams. This presentation deck can be used by all professionals, managers, individuals, internal external teams involved in any company organization. http://bit.ly/2SabkMr
Strategic Marketing Plan Powerpoint Presentation SlidesSlideTeam
To run a successful marketing business, it is important to have better planning that executes the product in the market without any failure. Presenting our content ready Strategic Marketing Plan PowerPoint Presentation Slides that helps to showcase the methods you use to conduct market research and new trends. Download here https://bit.ly/3loYGFp
The pressure is on marketing to quantify the benefits of the huge spend including brand) it incurs. It\'s not particularly difficult, although it is a fair amount of work. This presentation shows you how! Let me know if you need help!
Market Research - Course Slides
CONTENTS
1. Introduction
-Marketing Research
-Types of Market Research
-Research Methods
2.Qualitative Research Methods
- Focus Groups
- Depth Interview
- Projective Techniques
- Comparison of Qualitative Techniques
3. Observation Methods
4. Survey: Measurement and Scaling
- Intorduction
- Comparative Scales
- Non-comparative Scales
- Multi-item Scales
- Reliability and Validity
5.Questionnaire
- Asking Questions
- Overcoming Inability to Answer
- Overcoming Unwillingness to Answer
- Increasing Willingness of Respondents
- Determining the Order of Questions
- What’s Next?
6.Sampling
- Non-probability Sampling
- Probability Sampling
- Choosing Non-Probability vs. Probability Sampling
- Sample Size
7. Data Analysis: A Concise Overview of Statistical Techniques
- Descriptive Statistics: Some Popular Displays of Data
- Organizing Qualitative Data
- Organizing Quantitative Data
- Summarizing Data Numerically
- Cross-Tabulations
- Inferential Statistics: Can the results be generalized to population?
- Hypothesis Testing
- Strength of a Relationship in Cross-Tabulation
- Describing the Relationship Between Two (Ratio Scaled) Variables
8. Advanced Techniques of Market Analysis: A Brief Overview of Some Useful Concepts
- Conjoint Analysis
- Market Simulations
- Market Segmentation
- Perceptual Positioning Maps
9. Reporting Results
Tactics for sales and marketing managers to use in working with independent sales channels such as distributors, dealers and independent reps. It provides a step-by-step approach for designing channels, and managing and motivating performance.
Improving Sales Force Performance and EffectivenessL.E.K. Consulting
L.E.K. Managing Director Chris Kenney spoke at a Chief Executive Network event on improving sales force performance and effectiveness. See his presentation here.
Category creation-how-to-build-a-brand-that-customers by letruongan.comAn Le Truong
Lê Trường An – Dịch giả – Tác giả – Marketer – chuyên thực hiện các dự án SEO, Social Media, Dịch thuật và xuất bản nội dung. Ngoài ra, Lê Trường An liên tục cập nhật nội dung blog với các chủ đề SEO, Marketing và nhiều hơn nữa…
---
Content Creator Lê Trường An
Chuyên viên Marketing – Tác giả - Dịch giả tại letruongan.com
Chuyên viên Marketing tại BrainCoach
Chuyên viên Content Marketing tại FoogleSEO
Dịch vụ Marketing – SEO – Content Marketing
Not a 100% complete, but interested getting response from others. Selling to the marketing organization is not easy and arguably getting harder. Do a lot of salespeople have the skills and panache required? Would this be helpful for your sales organization?
This is intended to be the backdrop for an all day workshop that has 4 interactive sessions.
This complete deck is oriented to make sure you do not lag in your presentations. Our creatively crafted slides come with apt research and planning. This exclusive deck with thirty slides is here to help you to strategize, plan, analyse, or segment the topic with clear understanding and apprehension. Utilize ready to use presentation slides on Brand Valuation PowerPoint Presentation Slides with all sorts of editable templates, charts and graphs, overviews, analysis templates. It is usable for marking important decisions and covering critical issues. Display and present all possible kinds of underlying nuances, progress factors for an all inclusive presentation for the teams. This presentation deck can be used by all professionals, managers, individuals, internal external teams involved in any company organization. http://bit.ly/2SabkMr
Strategic Marketing Plan Powerpoint Presentation SlidesSlideTeam
To run a successful marketing business, it is important to have better planning that executes the product in the market without any failure. Presenting our content ready Strategic Marketing Plan PowerPoint Presentation Slides that helps to showcase the methods you use to conduct market research and new trends. Download here https://bit.ly/3loYGFp
The pressure is on marketing to quantify the benefits of the huge spend including brand) it incurs. It\'s not particularly difficult, although it is a fair amount of work. This presentation shows you how! Let me know if you need help!
Market Research - Course Slides
CONTENTS
1. Introduction
-Marketing Research
-Types of Market Research
-Research Methods
2.Qualitative Research Methods
- Focus Groups
- Depth Interview
- Projective Techniques
- Comparison of Qualitative Techniques
3. Observation Methods
4. Survey: Measurement and Scaling
- Intorduction
- Comparative Scales
- Non-comparative Scales
- Multi-item Scales
- Reliability and Validity
5.Questionnaire
- Asking Questions
- Overcoming Inability to Answer
- Overcoming Unwillingness to Answer
- Increasing Willingness of Respondents
- Determining the Order of Questions
- What’s Next?
6.Sampling
- Non-probability Sampling
- Probability Sampling
- Choosing Non-Probability vs. Probability Sampling
- Sample Size
7. Data Analysis: A Concise Overview of Statistical Techniques
- Descriptive Statistics: Some Popular Displays of Data
- Organizing Qualitative Data
- Organizing Quantitative Data
- Summarizing Data Numerically
- Cross-Tabulations
- Inferential Statistics: Can the results be generalized to population?
- Hypothesis Testing
- Strength of a Relationship in Cross-Tabulation
- Describing the Relationship Between Two (Ratio Scaled) Variables
8. Advanced Techniques of Market Analysis: A Brief Overview of Some Useful Concepts
- Conjoint Analysis
- Market Simulations
- Market Segmentation
- Perceptual Positioning Maps
9. Reporting Results
Tactics for sales and marketing managers to use in working with independent sales channels such as distributors, dealers and independent reps. It provides a step-by-step approach for designing channels, and managing and motivating performance.
A look at the common elements of most successful CSR programs. By implementing these into your organization’s initiative, you can guarantee a reasonable level of success
Challenges Of Corporate Social ResponsibilityElijah Ezendu
Issues in development of workable corporate social responsibility strategy and resolution of awe-inspiring stance for championing effective governance.
Chapter 5: Growing an Ecology of Mind and Community
Towards an ‘ecology’ of mind and community, ethics will be viewed as the expression of our ‘living’ socio-political instincts for survival and growth (some would say: our politics). As such, ethics are embodied in our three core social (relationship) functions, namely, stewardship, governance, and management. This will mean that:
• ‘Ethical structure’ – the world of our core values or ethical aspirations - will be seen as being in the world of stewardship, a world focused on bringing about as an example, an ethic e.g., justice, equity, and competitiveness, generally in the context of a specific ethical structure, in our individual, institutional and societal pursuits;
• ‘Ethical principles and norms’ will focus on the world of governance, a world of policies and practices, those capable of providing meaning and broader connections to our relationship commitments and qualities by giving them the potential for bringing about the object of our ethical structure -; and,
• ‘Relationship commitments and qualities’ will be viewed as in the world of management, basically a world of relationships – relationship commitments and relationship qualities – those giving life and direction to our results-oriented relationship – management - processes, all of what we do.
Designing the Future: When Fact Meets FictionDean Johnson
Updated version now available > http://www.slideshare.net/activrightbrain/designing-the-future-when-fact-meets-fiction-updated
From Hoverboards to smartwatches, Jetpacks to autonomous cars, AI, AR and VR. Hollywood sets the bar high, then we try to deliver against this with real design, technology and innovation.
First presented at Smart IoT London, April 2016. This keynote references:
Apple
FBI
Her
The Terminator
I, Robot
2001: A Space Odyssey
Back To The Future
Tomorrowland
Minority Report
Lawnmower Man
The Void
Star Wars
Demolition Man
Disclosure
Johnny Mnemonic
Star Trek
Murder She Wrote
Mission Impossible
TRON: Legacy
Oblivion
BMW
Lotus
Roborace
James Bond
Total Recall
Tesla
Dick Tracy
Knight Rider
Iron Man
PYRO
Oculus Rift
How does this help you? Watch the presentation...
When content nurtures the first 60% of the sales cycle, it is imperative that sales and marketing work closely together. Many organizations today create content that fails to consider the multiple roles that content plays in both demand generation and sales. This session will offer practical tips on:
~Road blocks to aligning sales enablement efforts with other marketing and content work
~Identifying the complete buying center and members’ specific content needs
~How to optimize the data captured in platforms for better content strategy
Chapter 2 Developing Marketing Strategies and PlansNishant Agrawal
Developing Marketing Strategies and Plans
Value Delivery Process
What is the Value Chain?
Core Business Processes
Core Competencies
What is Holistic Marketing?
Levels of a Marketing Plan
Corporate Headquarters Planning Activities
Developing Sustainable Competitive Advantages for Colleges and UniversitiesStamats
Developed by Dr. Robert A. Sevier, senior vice president, strategy, with Stamats, this presentation will help college and university professionals understanding how competitive advantages in higher education really work, and how to develop sustainable sources of competitive advantage.
Nurturing. Another of those words we hear again and again. What’s so great about nurturing?
With so much of the buying journey unassisted by sales, marketing needs to be able to accompany buyers through their journey with the right content. The delivery of the right content at the right time is the role of nurturing. And that works equally well when we’re nurturing a prospect towards an initial sale – as it does when we’re nurturing customers towards repeat or additional purchases.
In this presentation, we will cover topics such as:
• What the buyer journey looks like, pre- and post-sale
• Ways to maximise customer lifetime value
• What content works at each stage of the buyer journey
• Marketing automation and CRM systems: what are they good for?
• Marketing automation: don’t get carried away by hype
• What should we be measuring and when
Measuring the Effectiveness of B2B MarketingHileman Group
Measuring the business impact of digital marketing efforts continues to be one of the biggest struggles in B2B. Learning how to effectively measure these campaigns will help ensure the success of your team and organization. View this presentation to learn how to integrate data, measure ROI and more in order to improve your B2B marketing efforts.
Megan Heuer - #FlipMyFunnel Roadshow - "It's About the Customer: Account-Base...#FlipMyFunnel
Megan Heuer, Vice President and Group Director at SiriusDecisions presented "It's About the Customer: Account-Based Marketing and The New B-to-B Alignment Imperative" at #FlipMyFunnel Boston and Chicago.
BMKT 343
September 18, 2014
1
The best reason to keep things concise is because if you can make a long story short, you can tell another one.
- Jean Hamilton
Assignments
For Next Tuesday (Sept 23):
Read IBM White Paper & Post a Comment BY CLASS TIME
[Use Moodle Discussion Forum; there is a question already there to get the conversation started]
DUE: IMC Teams’ Project Proposals
For Next Thursday (Sept 25):
Read OA&S Chs. 12 & 13 (selected pages only)
Today’s Agenda:
Intro to Direct Marketing
Sales Promotions
Personal Elevator Opportunities
Content Marketing & Storytelling
Key Learning Objectives
Understand and integrate direct marketing in IMC strategy
Recognize what sales promotions are and when to use sales promotions in an IMC strategy
Design a shopper promotion utilizing key strategic components
4
Examples of Direct Marketing?
5
Database Marketing
Exhibit 10.2 (p. 207) What Makes a Marketing Database
Database Marketing
A marketing database is a natural extension of the internal list, but it also includes information about individual customers and their specific preferences and purchasing patterns.
A marketing database allows organizations to identify and focus their efforts on their best customers using a recency, frequency, and monetary (RFM) analysis.
Recognizing and reinforcing preferred customers helps build loyalty:
Follow-up letters, discounts, coupons
Frequency-marketing programs—database, benefit package, communications strategy
Cross-selling opportunities also emerge once a database is in place.
One can gain keener information about the motivations of current best customers, and insights usually emerge about how to attract new customers.
However companies must be sensitive to consumer’s rights and wishes to protect their privacy.
IMC Tool Kit
Direct Marketing
(also Email Campaigns)
8
Sales Promotions are short-term incentives to encourage trial or usage of a product or service.
Consumer (Shopper): change the behavior so that they buy a brand for the first time, buy more of a brand, or buy the brand earlier or more often.
Trade: change the behavior so that they carry the brand and actively support it.
Promotions: Consumer and Trade
Create category brand awareness
Target new category users
Create brand awareness/Encourage trial
Target new brand users
Encourage purchase – timing and quantity
Existing brand users
Objectives of
Consumer (Shopper) Promotions
Match to target market –
Consumer interest
Types of consumers
Promotion prone
Brand loyal
Price sensitive
Consider the Retailer (trade market) –
Increase store traffic
Increase store sales
Attract new customers
Increase basket size/basket mix
Match with Brand Image
Integrated with other communication - IMC
Planning Consumer Promotions
Distribute products
Support products
Carry inventories
Develop positive relation ...
Today’s B2B landscape is facing a paradigm shift from business to business to human to human, leading to 5 key challenges for businesses to overcome. Vivaldi brand-building experts share winning approaches to tackle these challenges to unlock growth opportunities. If you're interested in learning more, please contact us at: hello[at]vivaldigroup.com
Similar to Bm 9 marketing element for be and csr (20)
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Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
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3. Contents
1
Strategic Brand Management2
Marketing Elements for brand equity
2015-05-04 Shim, Jaehak (jaehak_shim@cambridgejbs.net)
What we will discuss and achieve today ?
3
Sustainability of Brand and CSR
4
3
Key Imperatives for CSR
6. Based on perceptions of a brand‟s position
Consumers‟ expectation
Brand personality
Price as quality assurance
A communication tool for building brand equity
Premium pricing (Prestige pricing)
• Consistently high price interlinked with value perceived from
product
• Ownership of high price products
signals „membership‟
Low pricing (Value pricing)
• Minimize the price fluctuations
• Prevent to discount the brand value
directly
2015-05-04 Shim, Jaehak (jaehak_shim@cambridgejbs.net)
Marketing4PMixElement forBrandEquity
Price
6
7. Communication tools
Tradition 4 main media : TV, Radio, Print (newspaper,
magazine), and Out door
Internet : Mutual communication
Sales promotion : customer pm, trade pm
Publicity : Public relations, sponsorship
Personal communication : telemarketing, selling
Key communication decision
Media selection
Message content depend on media
Integrated Marketing Communication
2015-05-04 Shim, Jaehak (jaehak_shim@cambridgejbs.net)
Marketing4PMixElementsforBrandEquity
Promotion
7
8. Select the channel strategy based on the
positioning, PLC and market environment
Strategy options
Direct channel strategy when the product information, product
customization, quality assurance is relatively important
Indirect channel strategy when availability (distribution), low scale
of sales
Consideration from current market environment
Shift in balance of power between manufacturer and channel
Reduced brand loyalty
Splintered mass market & reduced media effectiveness
The role of retailer image
2015-05-04 Shim, Jaehak (jaehak_shim@cambridgejbs.net)
Marketing4PMixElement forBrandEquity
Place
8
10. The power of the 5th „P‟ (Gallup, William J. McEwen)
The most important driver of brand loyalty
2015-05-04 Shim, Jaehak (jaehak_shim@cambridgejbs.net)
The 5th Element
10
11. The 5th P
The Moment of Truth
„Moment De La Vardad‟
So important not to accept mistake
The short contact but it can change the
brand image and future of the company
(Jan Carzon, The moment of Truth)
People as Brand Ambassador
Different cultured
Sometimes irrational and inconsistent
Management customer experience
Must be in the same Brand Identity
2015-05-04 Shim, Jaehak (jaehak_shim@cambridgejbs.net) 11
12. Integrated Marketing
Communications
The “voice” of the brand
A means by which it can establish a dialogue and build
relationships with consumers
Allow marketers to inform, persuade, provide incentives,
and remind consumers directly or indirectly
Can contribute to brand equity by establishing the brand
in memory and linking strong, favorable, and unique
associations to it
2015-05-04 Shim, Jaehak (jaehak_shim@cambridgejbs.net) 12
13. Developing IMC
Programs
Mixing communication options
Evaluate all possible communication options available to create
knowledge structures according to effectiveness criteria as well as
cost considerations.
Different communication options have different strengths and can
accomplish different objectives.
Determine the optimal mix
And then Plan-Action-Evaluation Cycle
2015-05-04 Shim, Jaehak (jaehak_shim@cambridgejbs.net) 13
14. Evaluating IMC
Programs
Coverage: What proportion of the target audience is
reached by each communication option employed?
Frequency: How many times target audience are
exposure to IMC ?How much overlap exists among
options?
Cost: What is the per capita expense?
Contribution: The collective effect on brand equity in
terms of
enhancing depth and breadth of awareness
improving strength, favorability, and
uniqueness of brand associations
2015-05-04 14Shim, Jaehak (jaehak_shim@cambridgejbs.net)
15. Evaluating IMC
Programs (cont.)
Commonality: The extent to which information conveyed
by different communication options share meaning
Complementarities: The extent to which different associations
and linkages are emphasized across communication options
Versatility: The extent to which information contained in a
communication option works with different types of
consumers
Different communications history
Different market segments
2015-05-04 Shim, Jaehak (jaehak_shim@cambridgejbs.net) 15
16. Brand Communication
Guidelines
Be analytical : Use frameworks of consumer behavior
and managerial decision making to develop well-reasoned
communication programs
Be curious : Fully understand consumers by using all
forms of research and always be thinking of how you
can create added value for consumers
Be single-minded : Focus message on well-defined targe
t markets (less can be more)
Be integrative : Reinforce your
message through consistency and
cuing across all communications
2015-05-04 Shim, Jaehak (jaehak_shim@cambridgejbs.net) 16
17. Marketing Communication
Guidelines (Cont.)
Be creative : State your message in a unique fashion;
use alternative promotions and media to create favorable,
strong, and unique brand associations
Be observant : Monitor competition, customers, channel
members, and employees through tracking studies
Be realistic : Understand the complexities involved in
marketing communications
Be patient : Take a long-term view of communication
effectiveness to build and manage brand equity
2015-05-04 Shim, Jaehak (jaehak_shim@cambridgejbs.net) 17
19. Strategic Brand
Management
Strategic brand management involves the design and
implementation of marketing programs and activities
to build, measure, and manage brand equity.
The strategic brand management process is defined as
involving four main steps
Identifying and establishing brand positioning and values
Planning and implementing brand marketing programs
Measuring and interpreting brand performance
Growing and sustaining brand equity
2015-05-04 Shim, Jaehak (jaehak_shim@cambridgejbs.net) 19
20. Strategic Brand
Management Process
• Mental maps
• Competitive frame of reference
• Points of parity and points of differences
• Core brand values
• Brand mantra
Identify and Establish
Brand Positioning and Values
• Mixing and matching of brand elements
• Integrating brand marketing activities
• Leverage of secondary associations
Plan and Implement
Brand Marketing Program
• Brand value chain
• Brand audits
• Brand tracking
• Brand equity management system
Measure and Interpret
Brand Performance
• Brand-product matrix
• Brand portfolios and hierarchies
• Brand expansion strategies
• Brand reinforcement and revitalization
Grow and Sustain
Brand Equity
Steps Key Concept
2015-05-04 Shim, Jaehak (jaehak_shim@cambridgejbs.net) 20
21. Managerial Assistance
for Brand Management
Genuine top management commitment to, and
communication of, brand values not just lip service!!
Build esprit de corps & socialize new people into the
brand
Team building initiatives
A „bottom-up‟ approach to brand building
Decentralize market intelligence generation
Market-based reward systems
Avoid the “folly of rewarding A while hoping for B
2015-05-04 Shim, Jaehak (jaehak_shim@cambridgejbs.net) 21
22. Guide Lines for
Brand Management
1. Protect your brand
2. Honor your stakeholder
3. Treat your brand as an investment, not a cost
4. Exploit the financial potential of your brand
5. Understand that successful brand management
nowadays is a complex task
(Tom Blakett, The Economist)
2015-05-04 Shim, Jaehak (jaehak_shim@cambridgejbs.net) 22
23. “The world is unequal, unstable and unsustainable-
governments alone can’t move us where we need to
be”
Bill Clinton, 2006
2015-05-04 Shim, Jaehak (jaehak_shim@cambridgejbs.net) 23
24. Reality of the
Global Economy
2015-05-04 24Shim, Jaehak (jaehak_shim@cambridgejbs.net)
27. What do you Want ?
2015-05-04 27Shim, Jaehak (jaehak_shim@cambridgejbs.net)
28. What do you want
to be ?
2015-05-04 28Shim, Jaehak (jaehak_shim@cambridgejbs.net)
29. Why be on the light
side ?
2015-05-04 Shim, Jaehak (jaehak_shim@cambridgejbs.net) 29
30. Answer is….
Because we are good Christian ?
Or we believe responsibility as a „Good Samaritan‟?
Or due to the cost efficiency due to the tax reduction ?
However,
We are not charity non profit organization…..
The real justification is the fact that customers care
about social and environmental issues.
“ We want to make more sustainable profit in long
term “
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31. Positive Ethical Behavior
over the World
‘ % agreeing “I make sure I regularly buy product or service from
companies that…’
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32. Understanding
Ethical Behavior
77% of CEOs and Marketing Directors believe CSR can
enhance corporate and brand reputation
86% of consumers said that they would have a more
positive opinion of the company that is doing something
to make the world a better place regardless of the cause
or issue concerned
(A Research International study in 1996, UK)
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34. Corporate Social
Responsibility
“Perhaps we have the opportunity to be a different type of global
company, a global brand that can build a different mode, a
company that is a global business, that makes a profit, but at the
same time demonstrates, a social conscience and gives back to
the local market.” (Howard Schultz, CEO, Starbucks)
2015-05-04 Shim, Jaehak (jaehak_shim@cambridgejbs.net) 34
35. CSR &
Brand Management
If you can prove that your business is making a positive
contribution to the societal challenge then you can create
ADVANTAGE
If others can prove that your business is making our societal
challenge more difficult then you are exposed to
REPUTAION RISK
(Freud Communication 2007)
A company's reputation can quickly be tarnished if activists
target its policies and practices
2015-05-04 35Shim, Jaehak (jaehak_shim@cambridgejbs.net)
36. Nike Case
Background
$18.6 Billion revenue in 2008 globally
Focus on development of the product and marketing
Manufactured all product through outsourcing over the world
Issue
Child abuse and labor exploitation in the 3rd world
Pakistan case publicized by Life Magazine, 1996
Similar Issues in China and Indonesia
Result
Lose share to Rebok and Addidas in 90s
And then,….
• Marketing effort and New contact
• The criticism continues
2015-05-04 Shim, Jaehak (jaehak_shim@cambridgejbs.net) 36
37. Body shop Case
Starting as a small cosmetic shop since 1992
Strong Policy for sustainable business
RRR campaign (Refill, Reuse, and Recycle )
Against animal testing (AAT) but botany raw material
Fair Community Trade
Result
Top ranked in „Ethical Reputation Index‟
Average 9% growth rate in last 10 years
2015-05-04 Shim, Jaehak (jaehak_shim@cambridgejbs.net) 37
38. Sustainable
development
There is a lot wrong with our world. But it is not as bad as many
people think. It is worse… The lesson is that if we continue with
activities which destroy our environment and undermine the
conditions for our own survival, we are the virus. Making the
change needed to avoid that fate is perhaps the greatest challenge
we have ever faced.
Michael Meacher (UK Environment Minister),
2015-05-04 38Shim, Jaehak (jaehak_shim@cambridgejbs.net)
39. Definitions of
sustainable development
“…development that meets the needs of the present without
compromising the ability of future generations to meet their
own needs.”
Source: G H Brundtland, 1987, Our common future, report of the World
Commission on environment and development, Oxford University Press.
“The goal of sustainable development is to enable all
people throughout the world to satisfy their basic needs
and enjoy a better quality of life, without compromising
the quality of life of future generations…
Source: UK Sustainable Development Commission,
http://www.sd-commission.org.uk/pages/principles/definitions.html
2015-05-04 39Shim, Jaehak (jaehak_shim@cambridgejbs.net)
41. Social
• empowerment
• inclusion/consultation
• institutions/governance
Environmental
• resilience/biodiversity
• natural resources
• pollution
Economic
• inter-generational equity
• values/culture
Poverty
Equity
•growth
•efficiency
•stability
Source: M Munasinghe, 1992, Environmental Economics and Sustainable
Development, Rio Earth Summit, World Bank, Washington DC.
Three pillars of
sustainable development
2015-05-04 41Shim, Jaehak (jaehak_shim@cambridgejbs.net)
42. Key Imperatives for
CSR
Don’tsDos
Select a cause that is a good
fit both in terms of your core
business &value and your target
audience
Set out to develop a long term
partnership with the cause
Agree on joint activities,
events, areas within the cause
that you can own and grow
Develop local communication
plan that reach out all
stakeholders
Create many touch point
possible
Change causes frequently or
support too many non-related
causes
Choose a cause that does not
resonate with your target
audience
Create CSR initiatives as a
„PR exercise‟ (Take time)
Try to create campaign from
one department only
Expect your charity partner to
adjust their cause to your
objectives and work
2015-05-04 43Shim, Jaehak (jaehak_shim@cambridgejbs.net)
Source) Ogilby CSR Training 2006
44. Wrap-up
Marketing elements for brand equity
4 P Mix & 5th P
Strategic Brand Management
Corporate Social Responsibility
Concept
Potential of CSR for Marketing
The essence of CSR for Brand Management
Sustainable Development
Key imperatives for CSR activates
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