Part 1 Enduring Principles in Times of Turmoil Copyright © 2012 Pearson Education, Inc. publishing...

Chapter 2:Integrated Brand Communication

Part 1Enduring Principles in Times of Turmoil

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 2-1

1. How is marketing defined, what is the marketing process, and what are marketing’s key concepts?

2. How does marketing communication contribute to the development of a brand?

3. What is integrated marketing communication, and what are its key concepts?

4. How is brand communication evolving during a time of change?

Questions to explore

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall2-2

What is Marketing?


Much of a product’s value is created by marketing decisions that determine its:

Design Ease of use Distribution Pricing Marketing

communication

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

What is marketing?

2-4

Marketing is designed to build brand and customer relationships that:

generate sales and profits. for nonprofits: volunteers and donations.


What is Marketing?

2-5

Marketing is the way a product is:

Designed Tested Produced Branded Priced Distributed Promoted


Why Marketing 101?

2-6

“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

The American Marketing Association


Why Marketing 101?

2-7

Marketing also focuses on managing customer relationships to benefit all of a brand’s stakeholders.

Stakeholders are all individuals and groups who have a stake in the success of the brand.

Positive relationships create value for a brand.


Why Marketing 101?

2-8

Traditionally speaking…

The objective of most marketing programs has been to sell products, i.e, goods, services, or ideas.

This is done by matching a product’s availability to the consumer’s need, desire or demand.


Why Marketing 101?

2-9

What is a product category?

It is the classification to which the product is assigned. Consider:

◦ Apple Macintosh: the computer category◦ Burger King: the fast-food category


Why Marketing 101?

2-10

Marketing managers manipulate the marketing mix, also called the four Ps:

1. Product2. Price3. Place4. Promotion


Why Marketing 101?

2-11

Urban Decay product cosmetics project a street-smart attitude in their packaging and product names.

The concept of exchange Marketing helps create demand for a product

leading to an exchange – trading something of value for a desired product.

Demand drives the exchange.

As a class: Consider the Wii launch described in this chapter. How did Nintendo manipulate demand in this case?


Why Marketing 101?

2-12

Who are the key players? There are five categories:

1. Marketers2. Suppliers3. Vendors4. Distributors5. Marketing partners

How is this information important as a career guide?


Why Marketing 101?

2-13

A market is not only a place, but a type of buyer. They include:

1. Consumer2. Business-to-business3. Institutional4. Channel


Why Marketing 101?

2-14

Why is services marketing important? Services are the dominant part of the economy in

most developed countries.

Many goods manufacturers also offer services such as parts, repair, and financing.

Most companies have a customer service operation to provide follow-up services.


Why Marketing 101?

2-15

“In many economies, service marketing, which is intangible and creates a more personal relationship with the customer, dominates goods marketing.”


A Key principle

2-16


Why marketing 101?

2-17

This group of ads demonstrates advertising directed at three types of markets: consumer (Keds), institutional (GE aircraft engines), and channel (“Ka-ching”). What are the similarities and differences in these advertisements?

The seven steps:

1. Research the consumer market.2. Set objectives for the marketing effort.3. Segment the market and target specific

markets.4. Differentiate and position the product.5. Develop the marketing mix strategy.6. Execute the strategies.7. Evaluate the effectiveness of the strategy.


How does the marketing process work?

2-18

The marketing concept says…

“Marketing should focus first on identifying the needs and wants of the consumer, rather than just the company’s production capabilities.”


What key concepts drive marketing practices?

2-19

Differentiation makes the brand stand out from its competition.

This is known as positioning.

How a brand is different and superior is called competitive advantage.



2-20

Maytag washers

How does Maytag differentiate its products? How are they positioned relative to the

competition? What competitive advantages does Maytag

enjoy?

To learn more, go to www.maytag.com


Let’s explore…

2-21

http://www.maytag.com/

Added value Marketing communication activities are also

useful because they add value to a product.

Added value makes a product more valuable, useful, or appealing to a consumer.

Consider the added value of:◦ Harley-Davidson Motorcycles◦ Idaho Potatoes



2-22


What is the marketing mix?

2-23

The product

Design, performance, and quality are key elements.

Communication works to:◦ build awareness of a brand.◦ explain how the new product works.◦ explain how it differs form competitors.



2-24

PricingIt is based on: What the market will bear. The competition. What the consumer can afford. The relative value of the product. The consumer’s ability to gauge that value.

The price sends a message!



2-25

Place (distribution) It includes the channels used to make the

product easily accessible to customers.

The distribution channel also sends a message.

The Internet raises new distribution questions related to “clicks or bricks.”

Marketers may use a “push” or “pull” strategy.



2-26



2-27

Puma is a global brand that has left its paw prints in more than 80 countries. Go to www.puma.com to see Puma’s newest designs. How important is design to this manufacturer? How can you assess that and other marketing mix decisions from this website?

Marketing communicationThis includes: Advertising Public relations Sales promotion Direct response Events and sponsorships Point of sale Digital media And more



2-28

“Every part of the marketing mix, not just marketing communication, sends a message.”


The First Principle Of IMC

2-29

What is Marcom’s Role in Branding?


Let’s define “brand:”

A brand is a perception, often imbued with emotion, which results from experiences with and information about a company or a line of products.”

Products carry brands, but so do organizations…


What is marcom’s role in branding?

2-31

“A Matter of Practice: The Complex World of Organization Branding”

In the early 21st century, almost anything with a name is regarded as a brand.

Branding relates to all organizations and entities in society.

The brand is the linchpin between an organization and its stakeholders.


“A brand is a unified vision (the art) and a complex system (the science).”


The Second Principle of IMC

2-33

Meaning-making ideas and images are what marketing communication delivers to brands.

This perception, called brand meaning, is the one aspect of a brand that can’t be copied.

A brand, then, is a basically perception loaded with emotions and feelings.


How does a brand acquire meaning?

2-34

“A brand transforms products into something more meaningful than the product itself.”


A Key Principle

2-35

Successful brands:

Are distinctive Create an association Offer a benefit Carry a heritage Are simple Are often based on a distinctive graphic:

a logo, trademark, character or other visual cue


What are the key components of a brand?

2-36

Brand position and promise

Brand position identifies the location a product or brand occupies in consumers’ minds relative to competitors.

Brand promise identifies key selling points for the product.



2-37

Brand image and personality

Brand image is a mental picture or idea about a brand that contains both associations and emotions.

Brand personality symbolizes the personal qualities of people you know



2-38



2-39

Celestial Seasonings uses its distinctive packages to send messages to consumers about its brand image. In what way do packages like this reinforce the brand personality?

Brand value

The value of branding lies in the power of familiarity and trust to win and maintain consumer acceptance.

Brand value comes in two forms:

1. Value to a consumer2. Value to the corporation


How is brand equity developed?

2-40

Brand equity defined“The intangible value of the

brand based on the relationships with its stakeholders as well as its intellectual property value.”

Brands have a financial value that can be plotted on a balance sheet.



2-41

“Brand relationships drive brand value.”


The Third Principle of IMC

2-42

Leveraging brand equity

Brand extensionThe use of an established brand name with a related line of products.

Co-brandingUses two brand names owned by two separate companies to create a partnership offering.

Brand licensingThe brand is rented to another business partner.

Ingredient brandingThe brand name is used in manufacturing, advertising or other promotion.



2-43

Why Integrated Marketing Communication?


IMC is the practice of unifying all marketing communication messages and tools, as well as the messages from the marketing mix decisions so that they send a consistent message promoting the brand’s strategy.


Total brand communication

2-45

“You can’t be integrated externally if you are not integrated internally.”


The Fourth Principle of IMC

2-46

Brand Communication in a Time of Change


Managers are challenged to prove they are pursuing the most effective marketing strategies.

Return on investment (ROI)What did the program cost, and what did it

deliver?


Accountability

2-48

Global marketing is growing rapidly.

A local brand is marketed in a single country.

A regional brand is one marketed throughout a global region.

An international brand is available in many different countries.

A global brand is available virtually everywhere in the world.


Global marketing

2-49

In Chapter 3, we will:

Explore social responsibility. Discuss issues related to the social impact of

marketing communication. Examine marcom ethics and regulation.


Where We’re Headed Next

2-50

“Winning the Video Game War with ”

Key lessons: Leo Burnett’s campaign for Nintendo beat the

competition at their own game. The campaign aimed to fundamentally change how

people experience video games. Nintendo was recently judged tops in game ads for

effectiveness in print, television, and digital media.

As a class: What others can you think of? Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

It’s a Wrap

2-51

Part 1 Enduring Principles in Times of Turmoil Copyright © 2012 Pearson Education, Inc. publishing...

Documents

Transcript of Part 1 Enduring Principles in Times of Turmoil Copyright © 2012 Pearson Education, Inc. publishing...