This document provides an overview of product and brand development. It discusses selecting the right product idea by finding market gaps. It emphasizes that great brands come from great products. It then covers establishing a new brand identity and developing a brand through communication. The document stresses focusing on objectives, target segments, positioning and integrating all project elements. It recommends several references for further information on product management, integrated marketing campaigns, and developing strong brands.

1. The
Evolution of
Marketing
Revolution

2. What is that ?
“This guide will help you in your product management plan/marketing plan/brand
development plan, even personal development plan.”

3. Since the world collapsed, the market became challenging, the
competition exploded & the globalization opened fire on the local and
multinational companies.
we should think again about marketing strategies and the way we think about product
management.

4. Creating a new product
Establishing a new brand
It is all about
Entering a new market
Controling a new segment

5. We will do it together, a case study about a new product activation to start with, I
don’t know anything about it yet, but together we will create a kick ass product and
dominate the market with it.

6. To create new brand we will go through four main stations,
#1
Scout
#3
Communication
#2
Tactics
.

7. “It is not about good idea, it is about how we implement it.”

8. #1 #1
SCOUT
Scout

9. What is Product management

10. The pressure to:
 Deliver the right product
 With the right price
 In the right timeframe
Companies who succeed are the ones who: define, produce and
promote their products more efficiently and more effectively.

11. Selecting the right product ideas means
Increasing sales , improving profits and
a huge efficiency gain across your company.

12. “All great Brand comes from great product”.
An

14. Case Study #1
Apple

15. Apple:
This brand comes from the most successful apple Macintosh, The super PC,
as it can be for personal usage and as a work station for professional users.
professional Apple Work
Home user
user Station

16. The next step for apple was the iPhone, the
most successful phone ever, they just create
new market, innovation in mobile technology,

17. The Next step was in 2010, with the iPad.
They did it again with the best selling personal
gadget in the decade.

18. That’s why we can say it is all about great products. such products will create great brands
with minimum branding investment.

20. Name + Identity = Symbol
Symbol + Concept = Brand
Brand + Experience = Perception

21. Symbols do not represent brands
directly; instead, symbols recall to
minds the name of the brand that’s associated with perception

22. Ex:
Steve jobs is a brand symbol which
reflects a brand perception as an
innovative brand.
Some buy Apple because of him

23. Product
Selection
Process

24. 1. Hair
a. Shampoo
b. Gels
c. Tanning
d. Nutrition and special situation
2. Skin and body care
a. Creams and lotions
b. Sun protection and tanning
c. Anti-ageing and nutrition
d. Special skin caring/treatment
Personal care market 3. Mouth
a. Tooth pasts
categorized to: b. Mouth wash
c. Cavity cleaners
4. Perfumes/body spray
a. Body spray
b. Body splash
c. Perfumes
5. Shaving
a. Pasts
b. Foam
c. Gels
d. Aftershave.

25. 1.
Hair
a. Shampoo
b. Gels
c. Tanning
d. Nutrition and special situation
2. Skin and body care
In each category we can find a market gap: a. Creams and lotions
b. Sun protection and tanning
c. Anti-ageing and nutrition
 Non covered target segments (A,B and C class variation) d. Special skin caring/treatment
In our case I will assume
that we work in cosmetics
 Unavailable product form (size or way or use it)
3. Mouth
a. Tooth pasts
products, and this
 Empty positioning (unique position for Egyptian market)
b. Mouth wash
categorized to : c. Cavity cleaners
 Unmatched quality (current products quality are too4. Perfumes/body )
bad or too good spray
a. Body spray
 Market monopoly (market size can handle two brand names) Body splash
b.
c. Perfumes
5. Shaving
a. Pasts
b. Foam
c. Gels
d. Aftershave.

26. 1.
Hair
a. Shampoo
b. Gels
c. Tanning
d. Nutrition and special situation
In each category we can find a market gap. Or we can create new product care new need.
2. Skin and body
for
a. Creams and lotions
Market gap stop points: b. Sun protection and tanning
c. Anti-ageing and nutrition
In our case I will assume world of brand it doesn’t work like this
But in the
 Uncovered target segment (A,B and C class variation) d. Special skin caring/treatment
that we work in cosmetics 3. Mouth
it is all about Concept, Position, Brand image and Perception
 Unavailable product form (size or way or use it)
products, and this
a. Tooth pasts
b. Mouth wash
 Empty positioning (unique position for Egyptian market) c. Cavity cleaners
categorized the people minds. Brands must be deeply implanted in minds.
in to : 4. Perfumes/body spray
 Unmatched quality (current products quality are too bad or too good )
a. Body spray
b. Body splash
 Market monopoly (market size can handle two brand names) Perfumes
c.
5. Shaving
a. Pasts
b. Foam
c. Gels
d. Aftershave.

27. Nevia
Gillette
DOVE
AXE
We can take as example.
Adidas
Rexona

28. Sometimes we forget the
products behind these brand.
But we always remember its
sauces and its selling lines,

29. The selling line (CONCEPT) always comes with the brand
After that we can add any product category under it
It will match this brand with a carful brand development plan

30. From “THE ULTIMATE BRAND”
take a look how they create
brands

31. Symbol
Brand Name
Measurement
Brand
Product Experience Perception
Customer MIND
individuals

32. Choosing the product is based on:
• Behavior
• Positioning
That reflects the brand’s value.

33. Individualism
Choosing the product is based on:
Expectation
• Behavior
• Positioning
Perception
That reflects the brand’s value.

34. Individualism
Choosing the product is based on:
Expectation
• Behavior
• Positioning
Perception
Identity
That reflects the brand’s value.
Concept
Name

35. Concept
Product
Perception
Kick Ass Brand

36. In the same time we need it universal as much as possible to help us in
diversification. One brand for several products
(brand building is an extremely difficult , we should up-use the brand as much as we can in future diversifications)

37. Market
situation
Market Market
Gaps audit
Collect this
Culture Situation
difference analysis
Mystery
shopper

38. Market Blend it
situation
Market Market
Gaps audit
Collect this
Culture Situation
difference analysis
Mystery
shopper

39. Market Blend it
situation
Market Market
Marketing
Gaps audit Plan
Collect this
Segmentation 4Ps
Culture Situation
difference analysis Targeting and
positioning
Mystery
shopper

40. Both
elegant
and fast
POSITIONING
Battle of your mind

41. Perception depends on individual values, goals, needs and expectations.
Creating great brand means high value perception to specific target segment.

42. You can find more about positioning in Jack
Trout Book
“Positioning: The Battle for your mind”

43. Let’s start,,
by selecting a winning product
Use “The Branding recipe”

44. Use “The Branding recipe”
3rd
Using market researches Mix this product with
1st choose and audits we can clearly your carefully chosen
the market
a big brand PERCEPTION
Product
2nd Upgrade
and add Brand fits with TARGET SEGMENT
your touch & can easily diversified to other
CATEGORY without affecting the
brand image and value.

45. #2
Tactics

46. “Plan or be planned for ”.

47. Simple & Clear

48. You should Know
THE PATH
Who u r What to be

49. In Science
Product
Situation
Perception
analysis
Concept

50. Objective
The main objective of Strategic Planning is to form the right objective for the brand
Just tell us what is the reason behind all of this
Product
Situation
Objective Perception
analysis
Concept

51. Brand Development Plan
The most important step, it is a 5year plan for brand future. For brand development
you should consider:
Product
Brand
Situation
analysis
Objective DEVELOPMENT Perception
PLAN
Concept

52. Brand Development Plan
The most important step, it is a 5year plan for brand future. For brand development
you should consider:
Product Management Brand Management
Product
Brand
Situation
analysis
Objective DEVELOPMENT Perception
PLAN
Product Brand Concept
Management Management

53. To know the simple steps for Product
management take a look at:
“16 Steps Product Management”
http://www.slideshare.net/AbdulrhmanTantawy
See /16-steps-product-managmentax-tantawy

54. Brand Identity
A lot of people don’t care about brand identity, that is why they had low image brands, local
brands, slow growing brands.
The Brand Image is the brand personality and characteristics, which reflect the brand concept and
perception.
Brand Identity Product
Brand
Situation
analysis
Objective DEVELOPMENT Perception
PLAN
Product Brand Concept
Management Management

58. Marketing Plan
Before any communication we shall start our marketing plan, then we will proceed with
concept creating
Focus on segmentation/targeting/positioning and the 4P’s
Brand Identity Product
Brand
Situation
analysis
Objective DEVELOPMENT Perception
PLAN
Marketing Plan Concept

59. There is a big conflict between this two steps
Marketing Plan Brand Identity
Analytical Process Creative Process
Left brain Right Brain

60. That’s why you need
“THE 5 BRAND DISCIPLINES” OF BRAND-BUILDING

61. “THE 5 BRAND Charismatic
DISCIPLINES” Brand

62. Take a look at this one for more about “THE 5
BRAND DISCIPLINES” in
“Why Branding ?”
Clean Your Brand
http://www.slideshare.net/AbdulrhmanTantawy
See /clean-your-brand

63. Product
Marketing Brand
data Production
Plan Identity
sheet
To find out the right Form, feature and Quality
The right theme with them creating cost breakdown
positioning right symbols
Then work on briefing for the right pricing strategy
Product Data Sheet
Packing uniform
Logo-Type Identity
POS’s Theme Cost Breakdown

64. THEN START COMMUNICATING

65. #3
Communication

66. Based on your job title
your role in this step will change.

67. Job Title Role
Brand manager Briefing
Integrated marketing
Marketing Executive communication (IMC)
Creative Director Creative Idea Generation
Art Director Master visuals

68. The Right
Brand manager Briefing
Integrated marketing
Marketing Executive communication (IMC)
Creative Director Creative Idea Generation
Art Director Master visuals
Kick A**
Campaign

69. I recommend to take a look at below plans to
know more about communication
FMCG IMC campaign Pharmaceutical IMC campaign
http://www.slideshare.net/Ab http://www.slideshare.net/Ab
dulrhmanTantawy/ove- dulrhmanTantawy/dispercam-
product-management-plan marketing-plan-axtantawy
http://www.slideshare.net/Ab http://www.slideshare.net/Ab
dulrhmanTantawy/fayrouz- dulrhmanTantawy/napi-fit-
imc-plan-designs-options imc-campaign-atantawy

70. One More Thing,

71. FOCUS

72. Marketing
Plan
Brand
Objective
Identity
FOCUS Target
segment
Concept
In all project
elements
Positioning
Master
Visual

73. acknowledgements
Mahmad El-Kamisy
Radwa Madkowr
reference Mohamed H.Mabrouk
Tantawy Laptop Mahmoud Hamam
The Ultimate Brand-Book Steven Jobs
22 immutable laws of branding, Jack trout-Book The uknown man