(RED) Marketing Analysis
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Transcript of (RED) Marketing Analysis
(RED): A bright future?
Love
Brief History
1987
•Music album “A very special Christmas”
•Bono and Shriver, the Special Olympics, U2, Bruce Springsteen & the E Street Band, Run-D.M.C., $11/piece
1999-
2000
•$435 million debt relief
•Shriver, cancelling the debts of extremely poor countries, lobby members, Jubilee campaign, the Congress and the Clinton Administration, Jesse Helms, John Kasich
2002
•Debts, AIDs, Trade, Africa (DATA)
•Shriver and Bono, meeting with President George Bush
2002
•The Global Fund
•fight against AIDs, tuberculosis, malaria, UN Secretary General Kofi Annan, several billion dollars from governments, 5 million from private segment in three years
2006
•(RED) launched in around October 2006
Corporate Partners
The Global Fund
American Express:
(AE Card)Red1%
Gap:(T-shirt)Red
50%
Apple:(iPod
Nano)Red$10 each
Converse:(Sneaker)Red
5-15%
George Armani:
(Sunglasses)Red
40%
Motorola:(Cell
Phone)Red$17 each
Success!• Less than $5
million from private sector
• 1% awareness
Sep, 2006
• Around $25 million from private sector
• 17% market penetration
Jan, 2007
Why was (RED) successful?
Product• Brand• Feeling
Price• Licensing Fee• Piggyback on other marketing campaigns
Position• First mover into Charitable Capitalism
Promotion• Celebrity• Corporate Brand Equity
Enhance brand equity
Need to turn a profit
How to create
sustainability?
Challenges moving forward
Who are the key parties?
Company (partners)
(RED)
Public (customers)
The Global Fund
Mission: raise money for AIDS?
2007 2008 2009 20100
500000000
1000000000
1500000000
2000000000
2500000000
3000000000
3500000000
(RED), $140,000,0
00
Global Fund,
$3,317,902,000
Money Raised
Tota
l A
mou
nt
•Of the funds contributed to The Global Fund in the last 3 years, only 1.1% was from (RED)•(RED) NEEDS TO HAVE A NEW MISSION
Creating a movement
• Continuously drive the public awareness on global needs, such as AIDS, hunger, child labor, human slavery, and other threats to humanity so as to make a constant contribution to the welfare of society.
Mission
• Dedicated to enhance the welfare of society
Brand Identity
• External:• Enhance the public awareness of people suffering
• Internal• Help companies generate more income with positive
benefits• Maintain constant revenue stream to The Global Fund• Generate a sustainable profit to maintain the (RED) brand
Objectives
Brand value is Company value Traditional Model
(RED) Model
Product Brand Licens
e
Brand Product
License
Moving forward: Building a Brand Identity
Must build a long-term
brand strategy
Must create Strategic Partnerships
Must use
brand-
equity
creating
tools
12
Use tools: Brand pyramid
Resonance
Consumer Judgments
Consumer Feelings
Brand ImageryBrand Performance
Salience
The purpose of the brand equity pyramid is to outline the basic building blocks of a what the brand should stand for in order to guide the process of building brand equity. It is the basis for determining key elements of the brand strategy – brand vision, brand positioning, and brand personality and brand measurement.
Identity
Relationship
Response
Meaning
Brand Equity Pyramid The model was developed by Kevin Keller, professor of brand strategy at Dartmouth, based on his ‘Customer Based Brand Equity Model’ (CBBE). Keller is the author of two definitive texts on brand building. The pyramid is just one of 4-5 leading representations of the components of brand equity. Other models include Y&R’s Brand Asset Valuator, Millward Brown’s BrandDynamics model, etc. While each model has its adherents, upon closer scrutiny, they are all very similar in their content and purpose. Whichever is selected, what is important is that it provide a shared basis for understanding what is meant by ‘brand equity’ and how this construct applies to your brand.
Building strategic partnerships What type of Partners?
High profile Strong marketing Fashionable Cutting-edge World citizens
1. Focus on high volume (7 touch rule)
Candy (Hersheys or Mars) Fast food (McDonalds, Burger King) Drinks (Coke, Guinness) Utility bills (Internet, Cable, TV,
Electricity, Water) Movie ticket sales (leverage celebrities
2. Use Portfolio analysis to determine premium partners Starbucks, Nike Not: Toyota, Oracle, Great Wall Wine
High involvement advertising Must distribute the results
Online calculatorVisual Reminders
Get into the public eyeDistribute results at storeTake home calendarsTake home pillsTake home key ring
Thank you
Recap:How to create sustainability?-Employ brand strategy-Create strategic partnerships