Brand Services

8/8/2019 Brand Services

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Brand Building Strategies

Services Sector

Presented by:

Surbhi Bagri (03)Vikram Harsora (17)

Akanksha Kanherkar(29)

SagarShah (53)

Jyotsna Wase (61)


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Volvo Happiness

Fed-ex Fresh

American Express Extravagance

Subway Low prices

Kingfisher Overnight

Disneyland Privilege Walmart Safety


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Volvo Safety

Fed-ex Overnight

American Express Privilege

Subway Fresh

Kingfisher Extravagance

Disneyland Happiness Walmart Low prices


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What is a Service brand?

Brand Equity- 10 Most Trusted Service Brands- 2009


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Nature of Services

Software Design Management

Consulting

Industrial

Wiping Cloth

Experience

Qualities

Credence

qualities

Search

Qualities

Pure

Good

Pure

Service


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Product Tangibility Spectrum

Intangible

Dominant

Salt

Soft drinks

Detergents

AutomobilesCosmetics

Fast Food

outlets

Advt

AgencyAirlines

Tourism

Consulting

Education

Fast Food

outlets

Tangible

Dominant

Adopted from Shostack (1977)


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Intangible

Directly delivered by people

Inseparability of production & consumption

Difficult to standardize (heterogeneity)

Criticality of time

Perishable

Consumer-to-ConsumerContact Level

No rights to pure ownership

Demand Pattern

Limitations of a Service brand


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Life Cycle Marketing

Marketer Success metric

Product marketer Single sales Transaction

Service markerter Open ended Relationship

Assignments

Subscriptions

Long term Contract

Marketing Tactics appropriate forLife Cycle relationships withService Brands :

Progressively disclose the sales portfolio

Build Retention Campaigns

Appoint Relationship Managers

Treat renewal rates as a key metric


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Empathy Reliability Appearance Responsiveness Assurance

Factors for Success

People & Service brand


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Banks-15, Apparels, Schools, Airlines, Petroleum-7

Insurance & financial services-13 FMCG & Food Services-6Telecom-9,


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Brand Building Process starts by asking three elegantly simple questions:

Who are we and where we are ?Strategic Brand AnalysisCategory/ Market DiscoveriesBrand DiscoveriesConsumerDiscoveries (Understanding Target)Communication DiscoveriesSWOTAnalysis

Where do we want to be?Setting the DirectionOpportunity segment: positioning gridBrand positioning and statementBrand Vision (Essence)Brand PersonalityBranding Idea

How can we get there?Executing the Vision

Branding Building Process

Step 1

Step 2

Step 3


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Who are we andwhere we are ?

Strategic Brand Analysis

Step 1

Branding BuildingProcess


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Communication

Discoveries

Competitor

Communication

Platform

Category & MarketDiscoveries

Current Market

Situation

Consumer

Discoveries

Distinctive Insight

that might be

served by a branduniqueness

Brand Discoveries

Root Strengths

and brand

issues

Who are we and where we are ?: Analyzing the Fact : Strategic Brand Analysis

Step 1Strategic Brand Analysis

Demographic andpsychographic, Target

insight, lifestyle, and

consuming behavior


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Who are we and where we are ?: Analyzing the Fact : Key Discoveries

Step 1SWOT Analysis

In-depth analysis and presentation of Strengths, Weaknesses,

Opportunities, of the key players and our brand.


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Where do we want to be?Setting the Direction

Step 2



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Where do we want to be? : Setting the Direction

Step 2Opportunity segment: Positioning grid

Analysis and presentation of the

segmentation of the market, where

key players in the market position

themselves in the market to search for

the opportunity segment or positioning

Identify Target Market the market

segment or group of customers that a

company should decide to serve, and

at which it consequently be the aim for

marketing activities.


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Step 2Brand Vision (Essence)

Creating the brand's promise

expressed in the simplest, most

single-minded terms. The most

powerful brand essences are rooted

in a fundamental customer need.

Starbuck : a third place from home and office

Jet Airways : The Joy of Flying

Bank of Baroda: Indias International Bank

Hindustan Petroleum : Future Full of Energy

Walt Disney: to make people happy

FedEx : Reliability


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Jet Airways

Personality

Symbol

Customer

Relationship

Emotionalbenefit

Country of

Origin /Heritage

Mumbai, India

Functionalbenefit

The Joy of Flyinghigh quality of service andreliable, comfortable and

efficient operations

Jet Privilege

Cant compare with anyother airline

Flight of Fantasy

Service andProfessionalism

ConsistentOvertime

Trustworthy, Exciting,Joyful


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Step 2Brand Personality

Identify the brand

attribution of human

personality traits

(seriousness,

warmth, imagination,

etc.) to a brand as away to achieve

differentiation.


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Step 2Branding Idea

While executions change, the

Branding Idea remains the same.

The Branding Idea encapsulates the

Creative Idea, the unique expression

They are presented as an introductionto proposed creative work.

It provides the foundation for future

work.


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How can we get there?Executing the Vision

Step 3



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Brand building strategies (forServices)

Don't Mass Market - Your Target Market

Product companies sell to the masses through large scale advertising efforts.

Following in the footsteps of these companies, many service firms, when

attempting to build their brand, start advertising to the masses as if they were

selling a Chewing gum or a Cola. But for a service brand, this is a waste. It's nottargeted enough, and it costs too much, given the return that it provides.

The dynamics of brand implementation are just different for service companies.

Service firms need consistent articulation of their value proposition across all

touch points of the marketing and sales process.

While catchy jingles during primetime TV might work for a product company, they

are simply inappropriate for service firms. But the right marketing program that

"touches" your prospects regularly with highly targeted messages will increase

awareness and recognition.


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Brand building strategies (forServices)

Focus on relevance over differentiation

Although service providers claim that they are different from their

competitors, service firms of a same industry provide almost same services.

(Example, Telecom companies- Airtel, Vodafone, Tata Indicom)

Instead of attempting to be amazingly different from the rest, focus on being

relevant. Specifically, relevance as it pertains to the client. The ideal service

brand merges the needs, wants, and desires of the client with the character

and values of the company.

For a service company, by staking a claim for what you stand for,communicating how you help your clients succeed, and communicating how

reliable you are in doing this, can help in developing a unique identity. Most

service firms don't have the stick-to-it ability to get this far, but if they do,

they can stand out in the market.


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Brand building strategies (contd)

Worry About Growing Revenue, Not Market Share

Service brands should concentrate on growing revenue, not gaining

market share, as product companies do.

In a service industry, whether it be accounting, law, architecture, or

consulting, even local markets are usually fragmented and crowded with

many successful firms generating considerable revenue from like-services.

Instead of being concerned about the position in the market, the focus

should be on making efforts on improving the bottom line.

Example, Law or auditing firms, Chartered accountants.


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Help Your People Be YourBrand

Service firms do not have a tangible display of products that you can see,

touch, and test out before deciding to purchase.

For a service firm, its face to the world, what carries its brand most are itsown people.

The focus has to be on creating a collaborative culture, communicating your

brand message to the target audience so that each individual becomes a

brand ambassador. This helps to ensure that every sales call, every client

interaction, & every conversation delivers the brand as intended.

"speaking in one voice" is far more important for service firms who rely on

direct, one-to-one interaction with clients.

(Bad example, Government companies/offices)


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Provide brand-aligned human-assisted service

Human-assisted service is here to stay- complex customer service requests

and certain transactions require human involvement. Moreover, some

customer segments prefer the human touch.

As such, it is important for companies to hire and retain brand-aligned

people for customer service. HR departments of the organizations could

match the personality of the brand to the desired personality of frontline reps

to ensure brand-aligned agent recruitment and retention.

The knowledge and conversational styles of "role model" (i.e., the most

brand-aligned personnels)

For example, call center agents or cutomer service executives at galleries.


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Gap analysis

In business and economics, Gap analysis is a tool that helps a

company to compare its actual performance with its potential

performance.

This helps provide the company with insight into areas which could

be improved.

Service Gap analysis identifies the gaps between

customers expectation & perception about the service

&

communication & delivery of the service by the service provider.


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THE SERVICE GAP MODEL ANALYSIS

Gap 1 is the distance between what customers expect and what managers

think they expect - clearly survey research is a key way to narrow this gap.


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Gap 2 is between management perception and the actual specification of the

customer experience - Managers need to make sure the organization is defining

theleve

lof service they be

lieve is needed.


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Gap 3 is from the experience specification to the delivery of the experience -

Managers need to audit the customer experience that their organization currently

delivers in order to make s

ure it

lives

up to the specifications.


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Gap 4 is the gap between the delivery of the customer experience and what is

communicated to customers - All too often organizations exaggerate what will be

provided to customers, or discuss the best case rather than the likely case,

raising customer expectations and harming customer perceptions.


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Gap 5 is the gap between customer's perception of the whole experience and the

customer's expectation of the service - Customers' expectations have been shaped

by word of mouth, their personal needs and their own past experiences. Routine

transactional surveys after delivering the customer experience are important for an

organization to measure customer perceptions of service.


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HOW TO ADDRESS THE CUSTOMER SERVICE GAP

Refrain from too much reliance on CRM softwares

Interaction (Personal attention)

Enculturation

Value & Brand image creation in customer's mind

Ask the customer

Complete feedback mechanism (customer meetings, focused group

interviews, 360 degree feedback)

Customer service gaps are filled only when the culture of the

organization from top to bottom, represent admiration and energy with a

special emphasis to a key corporate asset- the customer.


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Case Study- Malaysia


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Malaysia got freedom on 31st August 1957

Focus was now on implementing its

economic development plans.

On 10th August 1972 the Government established

Tourism Development Corporation (TDC)

1980 - Attracted 2.3 million foreign tourists.


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In 1990, as a part of their aggressive promotional

strategies, TDC designated this year as Visit Malaysia

Year 1990


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1992 The Government replaced the TDCAct with

Malaysia Tourism Promotion Board Act 1992 (MTPB)

It was popularly known as Tourism Malaysia

Principle objective Promote Malaysia internationally as

a tourist destination.


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1994 - Second Visit Malaysia Year

1998 Commonwealth Games

MTPBs 3-point strategy -

1. To target those markets which were not (or less)affected by Asian Financial crisis in the late 1990s, suchas China, India and the middle east.

2. To attract neighbouring markets such as Singapore,Thailand, Hongkong, Indonesia etc.

3. To develop domestic tourism


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Building the Brand

Objectives -

1. Create product differentiation

2. Develop preferred brand image for tourists and the

trade.3. Increase tourist arrivals.

4. Define market segmentation

5.Revitalize the brand.

Tagline Still a great place to be

USP Countrys rich cultural heritage and racial diversity


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October 1999 New tagline Malaysia Truly Asia


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Malaysia- TrulyA

sia


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Promotion and Marketing

Theme song

Brand logo

5 girls icon

Special greetings


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Promotion and Marketing contd..

Aggressive Marketing and Promotion

Collaboration with private sector Sales campaigns

Trade & Tourism fairs

Seminars, workshops & familiarization programs

Consumer fairs

Achievements


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Challenges Faced

1. Hard to sell

Expansion of focus-

Highlight places,

adventures,

activities, culture,

cuisine, ecology


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Segmentation of

market-

adventure

island & beaches

culture & heritage

health tourism


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Print ads


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Host events

World Cup Golf, formula one power boat race,

Le tour de Langkawi

Special emphasis on MICE

Venues like MIECC, Putra WTC,SPCC

Improved overall infrastructure


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The RoadAhead

Continue & intensify campaign

Focus on MICE; penetrate new markets

Kuala Lumpur Sentral 3rd most popular destination

Diversify


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Conclusion


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Brand Services

Documents

Transcript of Brand Services