The document provides an agenda for a branding and communications workshop held by Androidzoom on April 20th, 2012. The workshop covers topics such as marketing fundamentals, branding, positioning, and developing a communications plan. It includes 3 exercises for participants to apply the concepts discussed. The purpose is to provide theoretical communications concepts to help the content team enhance Androidzoom's growth. The expected outcomes are to review Androidzoom's brand positioning and create 2 communications plans for strategic customer segments. Success will be achieved if the team leaves with new tools to immediately apply in their communications work.
2. Agenda
Schedule Timing Topic
10.30 – 10.35 5’ Purpose, Expected Outcome & Success Criteria for
this session
10.35 – 10.40 5’ Agenda and tunning
10.40 – 11.00 20’ 1. Introduction to Marketing. Or Marketing for
dummies
11.00 – 11.10 10’ Exercise 1
11.10 – 11.40 30’ 2. Branding and communications
11.40 – 11.55 15’ Exercise 2
11.55 – 12.15 20’ 3. Communications plan
12.15 – 13.00 45’ Exercise 3
3. Purpose, Expected Outcome and Success Criteria
Purpose:
To provide the basic theorical Communication concepts to the
Content department team so that they can give a meaning to what
they already do and they can suggest more activities.
The goal set for Communications now is to make Androidzoom
bigger. The communication activities should contribute to growth.
Expected Outcome:
To review the brand positioning for Androidzoom.
Two communication plans for two strategic segments
Success Criteria:
The team has new tools to use in Communications.
… and they can put them in practice right away.
4. Part 1. Introduction to Marketing.
Or Marketing for dummies
(20’. 10.40 to 11.00 h)
5. Part 1. Marketing for dummies
1. Different kinds of needs.
2. Marketing role:
Market definition
Segmentation
Positioning
(Old school) Marketing Mix
Product
Price
Placement
Promotion
6. 1.1. Different kinds of needs
• The communication is • Since quality of • It’s related with the
Symbolic
Experiential
Functional
about the features of products is taken for experiences that the
the product. granted, the symbolic product provides.
• The communication communication for • Communication is
explains how the products increases. about lifestyle.
product works. • These kind of
• The product covers communications • Ex: BMW’s “do you like
basic needs. began with the luxury driving?”
products
• Ex: A lightbulb • Communication is not
about how the product
works, it’s about the
benefits of the
product.
• Ex: A yogurt that
reduces cholesterol
Understand first where your product or service is.
7. 1.2. Marketing role. Market definition
The market definition is the answer to the following
question:
“What need are we targeting?”
The definition of the market is not based on the
Product (ex: the market of belts)
The definition of the market is based on the need (ex:
the market of solutions to keep your trousers in the
right place, and this includes belts and suspenders)
Once we know what we are targeting, we consider:
“Where and against who do we
compete?”
8. 1.2. Marketing role. Segmentation
Segmentation is the answer to the following question:
“What are the differences across our
groups of users/clients?”
We should take into account:
What makes one segment different to the other (ex: loyal or
non-loyal customers)
Variables that describe the segment (ex:
gender, age, income, etc.)
9. 1.2. Marketing role. Positioning
Positioning (*) is the answer to the following questions:
“What do we offer?
Why would they become customers?”
We must consider as well the positioning strategy that
we chose:
Differentiation: Our positioning is unique and totally
different to other competitors.
Breadth: Our positioning fits the majority of our potential
customers.
(*) We will review positioning in more detail later on in this presentation.
10. 1.2. Marketing role. Marketing Mix. 4Ps.
PRODUCT
“An item that satisfies what a consumer needs or wants”
Every product has a lifecycle
11. 1.2. Marketing role. Marketing Mix. 4Ps.
PRICE
“The amount a customer pays for the product”
Price is relevant in two particular topics
It contributes to the positioning
It defines the income of the company.
In the online industry:
… sometimes price is not paid by the consumer.
… take into account your business model.
12. 1.2. Marketing role. Marketing Mix. 4Ps.
PLACEMENT
“Refers to providing the product at a place which is
convenient for consumers to access”
You can have different sales channels:
Direct:
Sales force
Your own distribution
E-commerce
Indirect:
With partners and resellers
With a distribution network
13. 1.2. Marketing role. Marketing Mix. 4Ps.
PROMOTION
“Represents all of the methods of communication that a
marketer may use to provide information to different
parties about the product”
Some of the concepts included are:
Advertising
Public relations
Sales promotion
14. EXERCISE 1. (10’. 11.00 – 11.10 h.) Part 1.
Marketing for
Answer the following questions:
dumies
1.1. Different kinds of
What kind of need do we solve?
needs
What market are we targeting?
What different kinds of customer/users do 1.2. Marketing role
we have?
- Market definition
What do we offer to them? Is it different to
what competitors offer? Why is it different? - Segmentation
Our 4 Ps:
- Posicioning
Product: What is our service?
Price: What price do we have? - Marketing Mix
Placement: How do we deliver the service to
Product
our customer. -
- Price
Promotion: How does our customer know - Placement
that our service solves a certain need he has? - Promotion
What do we do to get the message to him?
16. Part 2. Branding and communications
1. Identity, Image and coherence
2. Branding and growth
3. Positioning and the management of meaning.
4. Drivers and barriers.
17. 2.1. Identity, Image and coherence
The identity of a company is made of:
Personality Who am I?
Activity What do I do?
Mission Why do I do it?
Values How do I do it?
Image is not only what the company shows, but what the
audience perceives.
Identity ≠ Image Schizophrenia and risk
Identity = Image Coherence and easy
communications
18. 2.1. Identity, image and coherence
Why coherence is important in brand development?
Real basis of positive attributes TO BE
Creation of an attractive perception TO LOOK LIKE
Extend this attractive perception to the TO
broadest target audience COMMUNICATE
19. 2.2. Branding and growth.
What makes a brand great?
It’s well known:
It has awareness. “I know this brand”
It’s well connected to one or more categories.
It has associations that are:
Relevant. The brand is connected to something that is important
for the consumer.
Unique: The brand delivers better than its competitors.
Emotional: The brand has personality and connects with the
values of its consumers.
People admires it
20. 2.2. Branding and growth
A great brand in 4 steps:
1. Develop a positioning Identify what is relevant for the
majority of your consumers in your category and what
would motivate the non-consumers to use your brand.
2. Build a product that gets better and more relevant for your
consumer.
3. Communicate based in your positioning and the Product
you have built.
4. Increase usage by:
1. Getting new consumers on board.
2. Making your consumers repeat
21. 2.3. Positioning and the management of meaning
Positioning is to create a unique perception and
reputation of a brand in the minds of customers.
It shall be based on the attributes and benefits of the
product.
It must be done in a way that gives the brand a unique
positioning compared to its competitors - in the minds of
the customers (perception)
22. 2.3. Positioning and the management of meaning
Positioning strategies
Differentiation
Breadth
23. 2.3. Positioning and the management of meaning
Ingredients for a good positioning:
It’s relevant to the audience
It’s credible. It’s related to a benefit or value that the
Product delivers.
It’s different from the competition
It motivates customers to consider and try.
It’s alligned with the long-term goals of the company
Positioning is one of the key elements for growth.
24. 2.3. Positioning and the management of meaning
A brand is a porfolio of meanings:
Strategic and tactic
Tangible and intangible
Rational and emotional
Once these meanings are built in the minds of the
audience, brands help people do easier purchases.
25. 2.4. Drivers and barriers
A Driver is a motivational element that attracts
customers to a category or a brand. Examples:
I can find all the APPs
It’s easy
It’s free
A Barrier is something that prevents customers from
getting to the category or using a brand. Examples:
I’m afraid they might use my personal data.
It’s expensive
I don’t understand how it works.
26. 2.4. Drivers and barriers
A good positioning:
Has the key drivers of the category and the ones that are
more relevant for the majority of the audience
Shows how to overcome the barriers.
Is coherent with the experience that the user will have
when using the product or service.
27. Part 2.
EXERCISE 2. (15’. 11.40 – 11.55 h.) Branding and
Answer the following questions: communications
2.1. Identity, image and
coherence
What is our brand positioning? 2.2. Branding and growth
Which are the proof-points of this 2.3. Positioning and the
positioning? management of meaning
What drives our customers? 2.4. Drivers and barriers.
What prevents our customers from
using our service?
29. Part 3. Communication plan
1. Target audience
2. Communication goals
3. Message strategy
4. Media planning
30. 3.1. Target audience
Your target audience is the group of individuals (users,
opinion leaders, customers, suppliers, etc.) that are the
recipients of your communication activity.
It’s relevant to know:
How are they? (sociodemographic profile)
Their starting point regarding what we are trying to
communicate (Do they know it? Have they tried it? Have
they bought it?
Relevant information about their behaviour (frequency of
use, preference in communications styles or channels, etc.)
Their habits to get information (Do they open our e-mails?
Do they read blogs? Do they access information through
desktop, tablet or mobile?
31. 3.2. Communication goals
We provide information
We overcome barriers about the benefits
We create preferences We do “brand
awareness”
Feelings Knowledge
Action
We suggest a product trial
We drive conversion (suscription, purchase, download, etc.)
32. 3.3. Message strategy
Message doesn’t equal creativity:
Message: What we will tell our target audience to achieve the
goal we have set.
Creativity: How we will deliver the message so that we
achieve the maximum effectiveness
Basic elements of a message:
Benefit What?
Reasoning Why? Proof points
And always aligned with the POSITIONING.
Every message contributes to the strength of the
positioning.
33. 3.4. Media planning
The media planning determines how do we deliver our
message to the target audience.
We must take into account:
The context where the message will be.
The moment when the user will consume our message
If there’s any need to repeat the message (frequency)
The user experience accross the whole process, from the
moment when she gets the message till she does the action
expected.
34. Part 3.
EXERCISE 3. (45’. 12.15 – 13.00 h.) Communication
plan
3.1. Target audience
Create a Communication plan for 2
different target audiences. 3.2. Communication goals
3.3. Message strategy
3.4. Media planning
