Branding will die soon

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Dr. Haitham Ibrahim

Branding is an old concept What To Brand How to Brand prepared for IEEE-AAST (Leading Your Career)

Marketing

73% of people said that they shared something
on social media … while in bathroom

Which of you his/her name
starts with “H” ?

So in 2016 Traditional branding will Die

Case Study #1
1) Boost Every Campaign
2) Intended Advocacy
3) Community initiated

3) Communicate your Value
Set
obj.s
Brief
Develop
Idea
Touch
point
Plan
Execute Amplify
Measur
e and
evaluat
e
Integrated Communications Toolkit
The process that guides the development of impactful and
integrated communications

Corantor is a hi-tech global company with a traditionally low profile. Until recently, if you asked anyone if he knew the corantor brand name, the like hood was that he would say yes. However, he might not have known what Corantor provides in the way of its total product range, and might have associated the brand name and company with traditional technology. The "Let's Make Things Better" global brand campaign has raised the corantor profile, and provided it with a more focused and distinctive personality. From your point of view, what did corantor do to build its strong Brand and be well known by every one? Not every product is a Brand. And your company has a lot of products to sell. Tell a success story from inside your company about turning, building, re-launching a brand what are the steps that were used towards this brand, or launch a new brand in to the market. And mention from your point of view and with understanding of the branding cycle what is/are the thing(s) that your company were missing that made this brand failing in the market, and what was the problem, and how did your company do to re-brand or re-launch it and made it a successful brand and be able to compete successfully in the market. The debate about which to brand first the company or its brands, from your point of view supported by examples which comes first and why. Also, tell us about your company and its Brands. What did your company do to brand itself and what did it do to brand its products, and what are the positive things and negative things for branding itself first and if branding its products first.

Promotion and Personal Selling Exam Solution

Dr. Haitham Ibrahim

The exam body: First question:- Komatro is the health-conscious juice company which began a couple of decades ago when Greg Steltenpohl, Gerry Percy and Bonnie Bassett began squeezing fresh oranges on a $200 hand juicer. The company was growing strongly with annual sales rising 30% per year and approaching $90m. The company had established a strong brand with enormous customer loyalty. On October 30, 1996, everything changed. Health officials in Washington state informed the company that they had discovered a link between several cases of E. coli 0157:H7 (E. coli bacterial poisoning) and Komatro fresh apple juice. The link was confirmed on November 5. As the crisis played itself out, one child died and more than 60 people in the Western United States and Canada became sick after drinking the juice. Sales plummeted by 90%, Komatro's stock price fell 34%. Customers filed more than 20 personal-injury lawsuits and the company looked as though it could well be destroyed. You are the Marcom Manager of Komatra Company, will be writing a press release to handle the crisis that your company is facing. Second question:- You have been asked to advise a club to which you belong on how to manage its communication program. Develop for the club its own communication model “IMC campaign” and explain how the campaign can help the club identify its communication problems and develop better communication program and activities. Third Question: Question 3: Sales promotion is one of the integrated marketing communication tools; it is defined as “a direct inducement that offers an extra value or incentive for the product to the sales force, distributers or the ultimate consumer with the primary objective of creating an immediate sale”. With respect to the two presented sales promotion offers below; Offer 1: Dominos “buy one large pizza and get the other free” and Offer 2: Procter & Gamble “buy Ariel and get Downy for free”. Please analyzing the two below offers, and state how these two offers can affect the consumer Decision-Making process for the promoted item. Fourth Question: From your understanding of the personal selling process, describe how could you apply the steps of the personal selling process on one of your products in your company, and explain how you implement it from the first step " prospecting" till

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الماركيتيير الشاطر مش بس بيهتهم بالعملاء بتوعه، ده كمان بيتابع المنافسين بتوعه كويس أوي. وعشان تقدر تستفيد أكتر، لازم تبقى عارف انواع العملاء عشان تتعامل مع كل نوع بالطريقة المناسبة. وأكبر اسباب الخلل في فهم و دراسة العملاء هو تضييق المجال و تقليل انواع المنافسين في اتنين خبراء في الادارة و التسويق إسمهم:ـ (Donald Lehmann and Russell Winner) عملوا نموذج كده لتقسيم انواع العملاء بطريقة سهلة بتساعد الماركتير في شغله و بتحسن جدا من نتايج دراسة العملاء، و النموذج ده اللي هنتكلم عليه في المقال ده إسمه نموذج ليمان و وينار بيدرس تقسيم أنواع المنافسة إلى 4 مراحل: المنافسة في صنف المنتج ، المنافسة في نوع المنتج ، المنافسة العامة في نفس السوق ، المنافسة في المصروف المخصص ده كلام كبير أول محتاج شوية تفاصيل عشان نستفيد منه:ـ المنافسة في صنف المنتج Product Form Competition النوع ده طبعا بيكون واضح لأي ماركتير لانه بيتكلم على المنافسين اللي عندهم منتج فيه نفس المواصفات و القيمة اللي بتتقدم لنفس شريحة العملاء المستهدفين. و دول بنشبههم بالمتسابقين في سباق الخيول، نفس قوة الخيل و نفس حلبة السباق و اللي بيكسب هو اللي بيعرف يستغل مميزات الخيل بتاعه كويس و بيعرف يظهرها في الوقت المناسب بدون استعراض زائف دراسة المنافسين اللي من النوع ده بيخليك تعرف ايه المميزات اللي عندك اللي تقدر تغلب بيها منافسيك و تقدر تعرف ايه افضل طرق التسويق المناسبة للشريحة المستهدفة من العملاء المنافسة في نوع المنتج Product Category Competition النوع ده بيكون أعم شوية من اللي فات و دي بتشمل مقدمي المنتجات المشابهة لمنتجك (وليس المماثلة) و اللي بتأدي وظيفة مشابهة برضوا للمنتج بتاعك بصرف النظر بقا عن الشريحة المستهدفة لكل واحد فيكم، زي مثلا دواء بتاع حساسية الجلد : منتج في صورة برشام بينافس منتج في صورة دهان للجلد ، رغم ان كل واحد فيهم ليه شريحة لكنهم في الاخر منافسين لبعض وده احد الحاجات اللي بتفرق بين الماركتير الصاحي و الماركتير التقليدي، لانك هتقدر تزود عدد الشرايح المستهدفة بمنافسة عدد اكبر من المنافسين المشابهين لنوع المنتج بتاعك المنافسة العامة في نفس السوق Generic Competition النوع ده طبعا بيكون مرحلة عامة اكثر من اللي قبله لانه بيشمل جميع المنتجات اللي بتشارك منتجك في رضاء العميل في احتياج معين عنده ، يعني بتحقق هدف واحد حتى لو مكنوش من نفس النوع ، زي مثلا واحد نفسه ياكل شيبسي على سبيل التسلية بعدين راح للسوبر ماركت لقى ان في كيس مكسرات شكله حلو فراح مجربه فالماركتير الصاحي لما يبقى فاهم كده هيبقى عايز يوصل انه افضل حلول التسلية عند العملاء عشان تنسى اي نوع تاني او منتج تاني العميل ممكن يفكر فيه المنافسة على المصروف المخصص Budget Competition ودي أخر مرحلة و الأكثر عمومية، لانها مش بس بتشمل الحاجات المشتركة في رضاء احتياج معين عند العميل ، لأ ده بيتكلم على الاحتياجات المختلفة اللي بتحقق نفس الشعور العام للعميل ممكن تتخيلها بطريقة تانية: لو في واحد شايل فلوس عشان يشتري بيها موبايل ، فهو بيخصص مصروف معين بيحوشه عشان يشتري الموبيل ده، بس في الاخر ممكن تلاقيه اشترى بلاي ستايشن لانه حس ان المميزات اللي هياخدها اكتر و هيقدر يمشي نفسه بموبايله القديم. لكن لو واحد عايز يشتري غسالة لمراته مستحيل يبدلها بقميص و بنطلون .. بصرف النظر عن انه هيتخلع من مراته بس المنتجين دول غير متنافسين

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1. Dr Haitham Ibrahim For: IEEE - AAST

2. 73% of people said that they shared something on social media … while in bathroom

3. Welcome to 2016..

8. … Nothing to say!

9. So What DUD!

10. Long Leave Brand Experience,. And branding will die soon

11.

12. Which of you his/her name starts with “H” ?

13.

14. In 2016 every conversation,..

15. every moment or story,..

16. ..,, creates experience

17. Experience is your Brand !

18. So in 2016 Traditional branding will Die

19. So in 2016 Traditional branding will Die

20. So in 2016 Traditional branding will Die

21. So 2016 is the year of Brand Experience.

22. Brand Experience components

23. Brand Experience benefits

24. Case Studies

25. Case Study #1 1) Boost Every Campaign 2) Intended Advocacy 3) Community initiated

26. Case Study #1 1) Boost Every Campaign 2) Intended Advocacy 3) Community initiated

27. Really!!!

28. Loyal Apple Users? Case Study #2

29.

30.

31.

32.

33.

34.

35. Agreed !?

36. What To Brand?

37. Brand Product Service Person Event Organiz ation Place Proper ties Informa tion What To Brand?

38. Which is Harder Product or Service !?

39. Product Vs Service

40. What To Brand Your Startup?

41. Values Brand 1) Value identification

42.

43.

44. 2) Make the Identity Kapferer B.I Prism

45. Entrepreneurs ?

46.

47. 3) Communicate your Value Set obj.s Brief Develop Idea Touch point Plan Execute Amplify Measur e and evaluat e Integrated Communications Toolkit The process that guides the development of impactful and integrated communications

48. 4) Engage Your customers

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