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Branding & AdvertisingPresenter: Abdullah Saeed
Outline for the session• Product Branding• Product Identity• Building a brand o 7 factors for making a brand successful (Nayatel) o Role of Consumer Behavior• Advertisement o How to advertise o Media to advertise o Advertise to consumer o Advertise to business
Outline for the session• Packaging & Design o Protect the product o Promote the product o Preserve the product o Provide additional value o Serves other uses o Offer consumer safety
Branding & Identity Evolution of the “business process”• Brand / identity—interchangeable terms• Branding o The relationship between customer and business(product/service) o Evokes an emotion of trust and reliability. o Example of levis clothing “1968”
Identity• Identity o The product’s individual quality, its ethics and its focus. o All about the look and feel of the business o Unique identity, it is recognized as a brand. The latter helps a customer to distinguish his favorite brand from the crowd of other businesses.• Identity relates to particular features o Example of Nayatel EOC Model.
The role of consumer behavior• Education level• Culture• Knowledge• Interests• Social Status• Financial Status• Personality• Emotions• Attitude• Demographics
Quality of Service Have you ever purchased a lousy product or service and gone back for more from the same vendor?• A vital ingredient of a good brand• The surest way to build customer loyalty o Shift from MBL to NTL For the sake of positive brand identity, the corebenefits of your product or service must be articulated easily and consistently.
Market Positioning• Positioning the product to the right audience in the right language. (NTL)• Consistent brand identity was forged and loyalty followed.(MBL)• Strong brands have a clear, often unique position in the target market.• Requires a combination of: o Brand name; o Service standards; o Product guarantees;
Flexibility in branding strategy• Change to the market dynamics o KFC changing menu o Pizza Hutt o Introduction of HD services o Safe web o Web development• Preserve their core identity
First Mover Advantage Creates a clear positioning in the minds before the competition enters the market.• The first movers typically define the market that others will follow.• However, without proper brand management, they run the risk of diluting their brand.
Internal Marketing How many times have you gone to a restaurant where your server didn’t know anything about the menu?• Internal communication• Education of staff on product info• Talk the “company line”• Staff training is especially important in service businesses.
Communications Why does McDonald’s do so much advertising? We know what they sell and can find one virtually anywhere.• The right language to the right audience. o D2D activity o Email to customers o SMS to customers o Greeting to customers o Intimations to customers o Newsletters o Special occasions gifts
Long terms perspective It’s nearly impossible to become a millionaire by just saving money.• Re-investment• No compromise on Quality• Improving standards• Introducing new checks and balances• Continuous resending the company message• Appropriately “invest” in a brand, perhaps at the expense of short-term profitability.• The cost of bringing a product to market must be properly funded and part of any initial budget.•
Concept of Promotional MIX MIX Advertising Direct marketing Internet Sales Promotion Public relations Personal selling
Advertisement• A paid and nonpersonal communication between organization and the target audience• How to advertise ? o Intelligent advertisement o Data analysis o Extensive research on field
Advertisement Mediao Banner- streamer campaign (selective)o Telemarketingo Auto dialing plano Newspapero Magazineso Stalls at eventso Sponsoring technical eventso D2D activityo IVR advertisemento Branding vehicles
Classification of Advertisemento Advertising to consumer markets • National advertising • Retail / local advertising • Primary or selective advertisingo Advertising to business and professional markets • B2B advertising • Professional advertising • Trade advertising
Packaging & Design• Must be appealing• Should be handy• Choice of colors, fonts and size• A powerful selling tool• The decision making process o RC flying gadgets o Nayatel HD Box
Packaging & Design• Protect the Product o Reduce costs due to breakage. o Protect the product in transit: for example breakable or perishable items such as perfume, light bulbs or food. o Protect the product on the shelf: from theft, damage or tampering (i.e., pharmaceuticals or CDs).• Promote the Product o Complement other promotional activities. o Communicate information: core benefits, “why to buy” testimonials, Internet addresses and toll-free telephone numbers, for products like tools or software. o Display the product: attach to display hardware or stand upright as with or cell phones.
Packaging & Design• Provide Additional Value o To provide increased purchase information• Dispense the product o Ease of use or the size of recommended portions, as with spray paint, hair care products, etc.• Preserve the product o Seals and reseal perishables. Examples are food products and cleaning supplies.
Packaging & Design• Offer consumer safety o Warns of hazards due to improper use of dangerous substances (such as the information on cigarette packaging• Serve other uses o Containers that can be used for other after-purchase• Retail products purchased on an impulsive basis depend heavily on packaging to communicate information and encourage a buy decision.• An increasing number of products are purchased without the assistance from a store employee, magnifying the opportunity and impact of the packages.