Brand Planning Workshop Findings
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Tiger Brand Positioning Discussion Paper December 19 th , 2008 The document discusses positioning options for Tiger Airways in the Australian market as a low-cost carrier. It provides context on the airline market, outlines Tiger's marketing objectives to maintain sales and grow market share, and explores potential positioning statements centered around delivering reliable, affordable air travel. The recommendation is to position Tiger Airways as the only airline that passionately believes "Everyone deserves a reliable, cheaper way to fly."
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NO Business Models
Focus on Chapter
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Generic Business Strategies
Differentiation
Seeks to create higher value than competitors
Offers products or services with unique features
Keeps the firm’s cost structure as low as possible
Charges higher prices
Cost Leadership
Seeks to create similar value as competitors
Products or services delivered at lower cost
Charges lower prices
Business-level Strategies
Cost leadership
Sources of keeping costs down and prices low
Cost of input factors (supplier power matters here)
Economies of scale
Employing specialized systems and equipment
Minimum efficient scale – increases in volume do not lead to further cost reductions
Implies large market share almost always to get the best economies of scale
8
Cost leadership:
It takes time to reduce costs
Learning Curve Effects – price drops (and quality increases) as volume increases over time
Versus Economy of Scales: Economy of Scales are a specific points in time versus accumulation over time
Differences in Complexity: Depending on product/service EoS may have stronger impacts than learning curves
Experience Curve Effects – price drops (and quality increases) with changes in technology of production
Process Innovation: changes in technology allow increased efficiency with same output volume.
Technology can be changes in methods or machinery
9
Attributes of the Product/Service offering
Relationships between company and consumers
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Differentiation Strategy
Blue Ocean Strategy
Value Innovation: Aligning consumer utility, price and cost for maximizing value to company and consumer – product differentiation and low cost.
8
Blue Ocean Strategy
Strategy Canvas: Captures current state of the known market place and action framework to explore alternatives.
9
Blue Ocean Strategy
4 Action Framework: To assist in creating a new value curve the 4 Action Framework helps evaluate the tradeoffs between differentiation and cost.
10
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11
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Activity
In your group, identify a company who has a Blue Ocean strategy
Identify that BO company’s competitors or industry
Identify the factors that consumers use to make decisions about their purchases with this company.
What factors were raised/created by the BO company or eliminated/decreased?
13
Risks of Blue Ocean
Finding the right blue ocean – easy to say but hard to find/create
Arriving too early and/or Being too new, too different – are consumers ready?
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Strategic Clarity and Mindset – ready for the challenges from top to bottom
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2) An effective Adwords campaign involves targeting relevant keywords, writing compelling ad text, optimizing bids and quality score, and directing users to relevant landing pages.
3) Google's search network and content network provide advertisers with targeted and measurable reach to online users searching for related products and services
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The document discusses the key elements of a business model including product innovation, customer relationships, infrastructure management, and conclusions. It covers topics such as value propositions, customer segments, distribution channels, revenue streams, core capabilities, and partnerships. The document provides examples and definitions for each element and discusses how defining a business model can help a company understand, share knowledge, react to change, measure performance, and engage in business model innovation.
Marketing Airline
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2. Key aspects of marketing discussed include market segmentation, identifying customer requirements, and targeting customers based on demographics and psychographics. Airlines must segment the market between business and leisure travelers.
3. The document analyzes business and leisure traveler customer requirements and priorities. It also discusses advantages for airlines in serving the leisure market, such as using larger aircraft and achieving higher load factors and annual utilization.
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This document provides an overview of branding and brand management. It defines a brand and distinguishes brands from products. Brands simplify decisions for customers, set expectations, and reduce risk. The document outlines the strategic brand management process, including identifying brand plans, implementing marketing programs, measuring performance, and sustaining brand equity over time. It explains how branding applies to both tangible and intangible offerings and discusses challenges brands face from various factors like increased competition and savvy customers.
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The document discusses key concepts in business strategy, including defining strategy as "a dynamic plan to gain and sustain competitive advantage in the marketplace." It outlines the strategic management process of making choices around which markets to compete in, unique value proposition, resources and capabilities, and barriers to imitation. Examples are provided of different capabilities that can confer competitive advantage, such as research and development or production technology. The document also discusses evaluating strategies based on whether competitors can easily imitate them.
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The document discusses big brand marketing strategies that can be applied by small businesses. It introduces 5 key rules: 1) establish a clear brand position, 2) speak with a single consistent voice, 3) reward customer loyalty, 4) find an emotional connection with customers, and 5) advertise wisely and consistently. Big brands focus on building relationships and customer experience, which small businesses can also do through internet marketing, email, and grassroots tactics.
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The document discusses how companies can achieve operational excellence by choosing to focus on and dominate a specific dimension of customer value. It recommends that companies narrow their focus to excel in delivering superior value in one area, such as best total cost or best total solution, rather than trying to be the best in all areas. This allows companies to build an optimized operating model dedicated to delivering unmatched value in their chosen area.
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Complete Case Paper #3 on Aldi
Due at our next class March 19th
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NO Blue Ocean!
NO Business Models
Focus on Chapter
(After tonight – it’s Spring Break)
2
Generic Business Strategies
Differentiation
Seeks to create higher value than competitors
Offers products or services with unique features
Keeps the firm’s cost structure as low as possible
Charges higher prices
Cost Leadership
Seeks to create similar value as competitors
Products or services delivered at lower cost
Charges lower prices
Business-level Strategies
Cost leadership
Sources of keeping costs down and prices low
Cost of input factors (supplier power matters here)
Economies of scale
Employing specialized systems and equipment
Minimum efficient scale – increases in volume do not lead to further cost reductions
Implies large market share almost always to get the best economies of scale
8
Cost leadership:
It takes time to reduce costs
Learning Curve Effects – price drops (and quality increases) as volume increases over time
Versus Economy of Scales: Economy of Scales are a specific points in time versus accumulation over time
Differences in Complexity: Depending on product/service EoS may have stronger impacts than learning curves
Experience Curve Effects – price drops (and quality increases) with changes in technology of production
Process Innovation: changes in technology allow increased efficiency with same output volume.
Technology can be changes in methods or machinery
9
Attributes of the Product/Service offering
Relationships between company and consumers
Linkages within or between firms
Differentiation Strategy
Blue Ocean Strategy
Value Innovation: Aligning consumer utility, price and cost for maximizing value to company and consumer – product differentiation and low cost.
8
Blue Ocean Strategy
Strategy Canvas: Captures current state of the known market place and action framework to explore alternatives.
9
Blue Ocean Strategy
4 Action Framework: To assist in creating a new value curve the 4 Action Framework helps evaluate the tradeoffs between differentiation and cost.
10
Blue Ocean Strategy
11
Blue Ocean Shift
12
Activity
In your group, identify a company who has a Blue Ocean strategy
Identify that BO company’s competitors or industry
Identify the factors that consumers use to make decisions about their purchases with this company.
What factors were raised/created by the BO company or eliminated/decreased?
13
Risks of Blue Ocean
Finding the right blue ocean – easy to say but hard to find/create
Arriving too early and/or Being too new, too different – are consumers ready?
Strategy Execution – Right leaders?
Strategic Clarity and Mindset – ready for the challenges from top to bottom
Trust and Patience
How defensible is your new ocean?
14
Blue Ocean vs. Yoda
15
Tradeoffs
Maintain a focus on the cons ...
Chapter 5 aspects of marketing part 22010
Branding involves using a name, symbol or design to identify a product and build customer loyalty. Packaging protects and contains a product while also promoting the brand. Pricing considers costs, competitors, and what customers are willing to pay, using techniques like bundling related products or offering occasional discounts to increase sales.
Presentation on Air Arabia
Air Arabia is a low-cost airline based in Sharjah, UAE. It has been recognized as the "Best Low-Cost Carrier" and "Airline of the Year" multiple times. Air Arabia focuses on low fares to expand its customer base. It uses a fleet of Airbus A320 aircraft and has online booking to keep costs low. While competitors offer luxury services, Air Arabia targets customers who cannot otherwise afford to fly. Maintaining low prices while fuel costs rise presents a challenge.
Wdy Brand Presentation 9 9 03 Tm
This presentation outlines the ad agency's rationale for recommending a brand-centric approach to TaylorMade Golf.
Google Adwords Overview
This document provides an overview of Google Adwords and how paid search advertising works on Google. It discusses the basic components of an Adwords campaign including keywords, ad text, bidding, and landing pages. The key points are:
1) Google Adwords allows advertisers to display ads on Google search results and Google's content network next to relevant search queries. Advertisers pay only when users click on their ad.
2) An effective Adwords campaign involves targeting relevant keywords, writing compelling ad text, optimizing bids and quality score, and directing users to relevant landing pages.
3) Google's search network and content network provide advertisers with targeted and measurable reach to online users searching for related products and services
Internet + Business = E Business
The document discusses the key elements of a business model including product innovation, customer relationships, infrastructure management, and conclusions. It covers topics such as value propositions, customer segments, distribution channels, revenue streams, core capabilities, and partnerships. The document provides examples and definitions for each element and discusses how defining a business model can help a company understand, share knowledge, react to change, measure performance, and engage in business model innovation.
Marketing Airline
1. The document discusses the fundamentals of marketing, including identifying and satisfying customer needs profitably. It also discusses the importance of good customer service based on Southwest Airlines' success over 33 years.
2. Key aspects of marketing discussed include market segmentation, identifying customer requirements, and targeting customers based on demographics and psychographics. Airlines must segment the market between business and leisure travelers.
3. The document analyzes business and leisure traveler customer requirements and priorities. It also discusses advantages for airlines in serving the leisure market, such as using larger aircraft and achieving higher load factors and annual utilization.
BE, Inc. Annual Repport
BE, Inc. is a footwear company that aims to be a market leader while maximizing profits and innovation. In 2018, the company focused on maintaining its leadership position despite increased competition. Due to its persistence, BE recorded high profits and revenues, increasing its EPS to $7.57 and paying dividends of $4.93 per share. BE expanded its corporate social responsibility efforts to include energy efficiency expenditures. Looking forward, BE is committed to meeting shareholder expectations through its strategy of focused differentiation and remaining a low-cost provider.
Priceline business model evaluation
Priceline.com's business model of allowing customers to name their own price for travel services like flights and hotels has found success. However, the company's attempts to expand this model to other industries like groceries and gasoline failed. The reasons for this include the perishable nature of travel inventory which incentivizes discounts, whereas grocery and gas products have fixed costs that must be recouped. Additionally, travel suppliers have more pricing flexibility than brands in other industries. While Priceline has had success in travel, applying their model directly to other commoditized industries proved challenging.
86163.ppt
This document provides an overview of branding and brand management. It defines a brand and distinguishes brands from products. Brands simplify decisions for customers, set expectations, and reduce risk. The document outlines the strategic brand management process, including identifying brand plans, implementing marketing programs, measuring performance, and sustaining brand equity over time. It explains how branding applies to both tangible and intangible offerings and discusses challenges brands face from various factors like increased competition and savvy customers.
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一比一原版(毕业证书)马来西亚双威大学毕业证如何办理
原版一模一样【微信：741003700 】【(毕业证书)马来西亚双威大学毕业证成绩单】【微信：741003700 】学位证，留信认证（真实可查，永久存档）原件一模一样纸张工艺/offer、雅思、外壳等材料/诚信可靠,可直接看成品样本，帮您解决无法毕业带来的各种难题！外壳，原版制作，诚信可靠，可直接看成品样本。行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备。十五年致力于帮助留学生解决难题，包您满意。
本公司拥有海外各大学样板无数，能完美还原。
1:1完美还原海外各大学毕业材料上的工艺：水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠。文字图案浮雕、激光镭射、紫外荧光、温感、复印防伪等防伪工艺。材料咨询办理、认证咨询办理请加学历顾问Q/微741003700
【主营项目】
一.毕业证【q微741003700】成绩单、使馆认证、教育部认证、雅思托福成绩单、学生卡等！
二.真实使馆公证(即留学回国人员证明,不成功不收费)
三.真实教育部学历学位认证（教育部存档！教育部留服网站永久可查）
四.办理各国各大学文凭(一对一专业服务,可全程监控跟踪进度)
如果您处于以下几种情况：
◇在校期间，因各种原因未能顺利毕业……拿不到官方毕业证【q/微741003700】
◇面对父母的压力，希望尽快拿到；
◇不清楚认证流程以及材料该如何准备；
◇回国时间很长，忘记办理；
◇回国马上就要找工作，办给用人单位看；
◇企事业单位必须要求办理的
◇需要报考公务员、购买免税车、落转户口
◇申请留学生创业基金
留信网认证的作用:
1:该专业认证可证明留学生真实身份
2:同时对留学生所学专业登记给予评定
3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
6:个人职称评审加20分
7:个人信誉贷款加10分
8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才
办理(毕业证书)马来西亚双威大学毕业证【微信：741003700 】外观非常简单，由纸质材料制成，上面印有校徽、校名、毕业生姓名、专业等信息。
办理(毕业证书)马来西亚双威大学毕业证【微信：741003700 】格式相对统一，各专业都有相应的模板。通常包括以下部分：
校徽：象征着学校的荣誉和传承。
校名:学校英文全称
授予学位：本部分将注明获得的具体学位名称。
毕业生姓名：这是最重要的信息之一，标志着该证书是由特定人员获得的。
颁发日期：这是毕业正式生效的时间，也代表着毕业生学业的结束。
其他信息：根据不同的专业和学位，可能会有一些特定的信息或章节。
办理(毕业证书)马来西亚双威大学毕业证【微信：741003700 】价值很高，需要妥善保管。一般来说，应放置在安全、干燥、防潮的地方，避免长时间暴露在阳光下。如需使用，最好使用复印件而不是原件，以免丢失。
综上所述，办理(毕业证书)马来西亚双威大学毕业证【微信：741003700 】是证明身份和学历的高价值文件。外观简单庄重，格式统一，包括重要的个人信息和发布日期。对持有人来说，妥善保管是非常重要的。
定制(cardiff学位证书)英国卡迪夫大学毕业证本科学历原版一模一样
原版定制【微信:bwp0011】《(cardiff学位证书)英国卡迪夫大学毕业证本科学历》【微信:bwp0011】成绩单 、雅思、外壳、留信学历认证永久存档查询，采用学校原版纸张、特殊工艺完全按照原版一比一制作（包括：隐形水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠，文字图案浮雕，激光镭射，紫外荧光，温感，复印防伪）行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备，十五年致力于帮助留学生解决难题，业务范围有加拿大、英国、澳洲、韩国、美国、新加坡，新西兰等学历材料，包您满意。
【业务选择办理准则】
一、工作未确定，回国需先给父母、亲戚朋友看下文凭的情况，办理一份就读学校的毕业证【微信bwp0011】文凭即可
二、回国进私企、外企、自己做生意的情况，这些单位是不查询毕业证真伪的，而且国内没有渠道去查询国外文凭的真假，也不需要提供真实教育部认证。鉴于此，办理一份毕业证【微信bwp0011】即可
三、进国企，银行，事业单位，考公务员等等，这些单位是必需要提供真实教育部认证的，办理教育部认证所需资料众多且烦琐，所有材料您都必须提供原件，我们凭借丰富的经验，快捷的绿色通道帮您快速整合材料，让您少走弯路。
留信网认证的作用:
1:该专业认证可证明留学生真实身份
2:同时对留学生所学专业登记给予评定
3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
6:个人职称评审加20分
7:个人信誉贷款加10分
8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才
【关于价格问题（保证一手价格）】
我们所定的价格是非常合理的，而且我们现在做得单子大多数都是代理和回头客户介绍的所以一般现在有新的单子 我给客户的都是第一手的代理价格，因为我想坦诚对待大家 不想跟大家在价格方面浪费时间
对于老客户或者被老客户介绍过来的朋友，我们都会适当给一些优惠。
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Brand Planning Workshop Findings
- 1. Tiger Brand Positioning Discussion Paper December 19 th , 2008
- 4. Greenprint
- 7. our positioning key stakeholders our purpose our brand values features priority markets What we are trying to achieve The way we do things What we deliver Who we deliver to Competitive Set our vision our brand personality logo/tagline what we’re not emotional benefits functional benefits 1 2 5 Our competitive focus Groups we should consider in the communications mix Where our focus should be by geographic market and/or target audience/segments. Visual and audio identify and symbols The company’s fundamental reason for existence beyond just making money. A clear and compelling goal that is a unifying focal point for the entire organisation. A statement used internally to articulate our promise to our customers expressed as a differentiated benefit. The company’s essential and enduring tenets, not to be compromised for financial gain or short-term expediency. The character traits that most define our brand. Ensure character traits are clearly defined Attributes that define our service and products Tangible benefits derived from one or more service/ product attributes – the rational ‘what’s in it for me’ for the client Intangible benefits derived from one or more service/ product attributes – the emotional ‘what’s in it for me’ for the client tone of voice You can say the right thing about a product or service but it doesn't guarantee that anybody will listen. How can we say it in a way that people will relate to? 3 4
- 13. Potential Positioning Support Masterbrand Positioning The Age “improves me” Product/ Service Reliability Empowerment WYSIWYG Price Scheduling Ease/No hassles Which product proof point is the most compelling and differentiating to add to price?
- 16. Positioning – how it works CONSUMER INSIGHT The thing that you know about the consumer’s mindset that is most relevant to your objective BRAND INSIGHT The thing about your brand that addresses or answers the consumer insight POWERFUL TRUTH The thing we’re going to say to make them think/do/feel the desired out-take + = What about me? I’d like to visit my friends and family too, but I can’t afford it! Tiger Airways consistently delivers low cost, on-time air travel Everyone deserves a reliable, cheaper way to fly. + = Tiger Airways
- 17. Positioning – how it works CONSUMER INSIGHT The thing that you know about the consumer’s mindset that is most relevant to your objective BRAND INSIGHT The thing about your brand that addresses or answers the consumer insight POWERFUL TRUTH The thing we’re going to say to make them think/do/feel the desired out-take + = I’m sick of paying through the nose for crap service. Tiger Airways consistently delivers low cost, on-time air travel. Everyone deserves a reliable, cheaper way to fly. + = Tiger Airways
- 18. Positioning – how it works CONSUMER INSIGHT The thing that you know about the consumer’s mindset that is most relevant to your objective BRAND INSIGHT The thing about your brand that addresses or answers the consumer insight POWERFUL TRUTH The thing we’re going to say to make them think/do/feel the desired out-take + = I feel let down that air travel isn’t more affordable. Tiger Airways has the lowest operating costs in the category. Tiger Airways delivers consistently cheaper flights. + = Tiger Airways