branding that sells - 2016.catradeforum.org · branding that sells new technologies increasing...

www. clearsolutions.ru

branding that sells new technologies increasing export capital

sources _v1.1.pptx

V Central Asian Trading Forum


Program of Efficient Export Marketing

Источники_v1.1.pptx - 2 -

5. Remember about legal aspects

4. Efficient promotion methods

on shelves during negotiations

3. Modern positioning and branding

represent convincingly three secret words what is PROHIBITED

2. Sales channels

volume sales network requirements arduous negotiations

1. How much can be sold

deficiency and goods dynamics

uniqueness whom to sell: income and

portrait

www. clearsolutions.ru Products_CrisisGrowth#3_v2.1 3

Market Potential


Good Eyesight is Necessary during Sales Planning

• Market decline during crisis = very often not more than 6-12 months

0123456789

10

20

02

20

03

20

04

20

05

20

06

20

07

20

08

20

09

If to Look Close

Frightful Decline? And Now?

0

5

10

15

20

25

20

02

20

03

20

04

20

05

20

06

20

07

20

08

20

09

20

10

20

11

20

12

20

13

20

14

20

15

Distance Sight, rub ММ


100%

Food, $/month person

35%

35-55

Chicken, kg/person

25

2-3-fold potential growth of product markets (Russia)

40

27 Pork, kg/person

Russia

Developed

market

20

10 Ready-to-cook

foods, kg/person


25

Vegetable oil, kg/year person

12

3-5

Coffee, kg/year person

1.7


300-400

Medicines, $/year

150

22-30

12 Wine, l/year

person

Russia

Developed market


50-60

Property, m2/person

12-14

400

Construction materials, $/person

100


500

Household appliances, $/year person

150+

30-37

20 New cars,

pcs/1.000 person

Russia

Developed market


30-55

Deposits, $Т/person 5.6

10-fold(!) potential growth of services (Russia)

120

Business education, $/person

15

500-800

50 Higher education,

$/person

Russia

Developed market

40-60

Credits, $Т/person

7.8


• two-three and more children

• often live together with

parents

• invite friends

• with income 30% higher the

average income

Therefore the shopping basket

is 5-10 times bigger than the

average one.

Who is that Super Leading Customer?


Where to get the information about markets size?


Name What Reference

Rosstat Russian Statistics Site

Russia macroeconomics www.gks.ru

Data base of federal statistics Goods and goods segments of Russia www.fedstat.ru/indicators/start.do

customstat Analysis of import and export in Russia customstat.ru

Trading economics Macro parameters of countries of the world tradingeconomics.com

The World Factbook CIA Macro parameters of countries of the world, specific goods

www.cia.gov/Library/publications/the-world-factbook

food and agriculture organization of the united nations, statistics division

World: food and agriculture, manufacture, import, export, prices etc.

http://faostat3.fao.org/home/E

State statistics of USA Macroeconomics, goods and goods segments of USA

www.census.gov

State statistics of European Union Macroeconomics, goods and goods segments of European Union countries

ec.europa.eu/eurostat/data/database

Finished investigations in Russia Goods markets, business processes businesstat.ru marketing.rbc.ru www.megaresearch.ru www.itkor.ru/marketing/price/index.phtml

Finished investigations in the World Macroeconomics and good markets www.freedoniagroup.com www.statista.com wikipedia.org www.reportlinker.com


Main resource= Rosstat, gks.ru



The biggest Russian database of retail and wholesales



five products strategies for growth during crisis = in the center of each is – ECONOMY!

Products_CrisisGrowth#3_v2.1 - 13 -

#2 more expensive and innovating #1 cheaper and smaller

• smaller size

• more simple

package

• more simple raw

materials

The result is cheaper:

• more productive

• more functional

• more economic

• Price for unit is less

• samples and

presents

• set is cheaper

• Information how to

choose and how to

use

#4 more expensive and as a set #3 more expensive and

bigger

#5 total confidence • 100% return guarantee

• payments holiday

• payments clearing


10

40 1

20 2

10 3

5 4

2.5 5

1.2 6

0.6 7

Market share, %#

5

2.5

1.2

0.6

2.5

1.2

0.6

1.2

0.6

1.2

0.6 0.6

Possibility to occupy and keep market share by the company is determined by TWO key factors.

1. ________________________ 2. ________________________

Sales calculation by means of market share

1_Marketing_MBA_IBDA_v11.1.pptx - 14 -

Money

Professional competence


What is necessary to know about the market of your goods in another country


1. Consumption per head is not satisfied by developed

countries by a factor of 2-3 times

2. Market dynamics is positive

3. Incomes of people is high and

grow

4. To check up your potential by means

of market share


Selection of sales channels


Company sales per year

Distributors Own branches Direct networks

till $100 mln.

$100 mln. - $1bln

above $1 bln


Seven advantages of suppliers that are searching for networks

Positioning_КМН1_v2.3.pptx - 17 -

Personal attitude, emotions

Goods Money

1

2

3

4

????

$

7 Trading knowledge

6

Category expertise

Consumer knowledge

5


One brand= factory and goods (Ryaba?) Selling convictions 3-5 pcs on the package The most important : 100% flavor guarantee


Чем отличаются эти группы?



Big managers have already started to use new approaches for creation of brands names

Naming_v4.1 20

good water hot it up

mineral water adrenalin

drinking

water

energy drink

In XIX century the managers made mistakes, as

they did not know the rules

Now they call products correctly – according to the

meaning of product category


Criteria of the selling branding and positioning

1_ВозможностиРоста_v2.1.pptx 21

emotion of

prettyism, design, picture

play on words play on meanings


Branding_v4.1 22

like it it is pleasant

it is euphonious it is mystically it is esoteric

I’ve invented it by myself

My boss created it

product

client benefit

distinctions of goods

local language

generic Latin words

criteria of failure name and

design

Criteria of efficient name and

design


Consumers have only five wishes Which wishes does your company fulfill better than your competitors?

23

comfortable

correctly quick

savingly

meet the demand

easy


Main selling convictions

24

• low price • discount • present • coupon

• bonus • additional free

volume

Economy

1. Quick and easy to cook 2. Easy to open and close 3. Easy to use 4. Portion covers 5. Portion package

Easy and quick

1. =100% natural ingredients 2. With distinguished spices 3. Enriched 4. Omega 3 5. Freshness

Naturality

• don’t like= we will return your money!

1. GMO 2. Artificial flavor 3. Without artificial colors

Without


Main selling convictions (2)

25

1. Genuine 2. Quality tradition 3. No.1 in the world (country) 4. Imperial

Cool

1. Reduced – fat 2. = 15 calories per 1 g 3. Probiotics 4. Vitamines 5. …..

Useful

1. Tasty

2. Unbelievably tasty

3. Classic

4. Traditional

5. Decadent

6. Distinguished

7. Reach

8. Delicate

9. Aromatic

10.Spicy

11.Acute pleasure

Flavor (!!!)

1. Which part shall a sandwich be eaten?

2. RECIPES

3. METHODS (!!!!)

Correct


LONG AGO the leading players of the market had started to use up to 7 selling convictions on the package. And they are wining the world!

1_Marketing_MBA_IBDA_v11.1.pptx - 26 -


in B2B the selling convictions are described with more details

1_Marketing_MBA_IBDA_v11.1.pptx - 27 - 19.01.2012 1_Positioning_v4.1 - 27 -


Ideal efficient naming:: add one word => 3-fold price growth and more sales.

Branding_v4.1 28

3-5 sec

How long does the customer communication work?

to see to read to

understand to enter

the rule of growth in retail sales

30

1-2 POSM

per 1m2

7 selling

convictions


What is this and what for? Which product do you want to buy first of all?

Positioning_КМН1_v2.3.pptx 31


And what is your choice now?


Сделано в

ЕВРОПЕ предотвращает развитие

аллергии

Идеальный микроклимат в течение

года

укрепляет

здоровье

увлажняет

сухой воздух Мойка воздуха • Уничтожение вирусов

и бактерий серебряным стержнем

• Предварительная ионизация для улучшения качества воздуха

• Уникальный метод промывания воздуха

• автоотключение • ароматизация


Hit! Economic! New!

Small emphasis for selling: wobblers, 15 х 15 cm


www. clearsolutions.ru www. clearsolutions.ru 34

Efficient selling through retail sales and distributors

Package, goods display

Price labels, stoppers

Posters, booklets

Free samples of (batch) goods

Taste test, test probes,test drives, free first service or diagnostics, trial operation, free

staying for first two weeks

Display cases, signs

Observation

papers/recommendations

Outdoor advertisement, 100-200 m

Website (1page) and context


Brief presentation for entering into network (for distributor)

Front page, benefit: profits and economy of the client (for example, revenue 400-600 rub thousand from m2)

Positioning_КМН1_v2.3.pptx - 35 -

1. Market and its trends

•Dynamics and forecast of the whole market and categories

•Leading regions for the goods

•Basic sales parameters in the category: revenue and benefit for m2, employee

•New products and technologies

2. Company, its uniqueness

•Year, main goods

•Place on market, share, regions etc.

•Quantity of clients, key clients

•Manufacture

3. Efficiency

•Goods – prices – extra charges

•Sales and benefits from the goods / m2

•Economy and profit of the client

•Examples of the similar client

4. Technical and marketing support

•Service, guarantee and repair

•How to use the product: recommendations, calculations and others

•Goods display, POS: fliers, posters

•Sales promotion and payback

www. clearsolutions.ru www. clearsolutions.ru 36

Remember about legal aspects = consult with lawyers!

Name

Slogan

Design of brand

Design of package

Someone can already use it

Someone can patent for himself

Success is a result of 20-year work that we contributed in

creation of untarnished professional reputation AGP on

the market.

Andrey Gorodisskiy

Managing Partner, Lawyer

www. clearsolutions.ru Products_CrisisGrowth#3_v2.1 - 37 -

You have only 180 days

for growth during crisis!

www. clearsolutions.ru 38

Crisis

is the best time

for growth

branding that sells - 2016.catradeforum.org · branding that sells new technologies increasing...

Documents

Transcript of branding that sells - 2016.catradeforum.org · branding that sells new technologies increasing...