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The Future of Brands- Global and Regional Perspective
1. The future of brands – Global and regional perspective Strumica, 30.11.2007 rok. sunko @ valicon . net zenel . batagelj @ valicon . net
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5. Model used in PG M Usage Recognition Quantity Loyalty Price + How to rise profit? Consideration Experience How to achieve usage?
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9. Lets define... "a name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors.“ (AMA) “ a set of assets (or liabilities) linked to a brand's name and symbol that adds to (or subtracts from) the value provided by a product or service…“ (Aaker) “ a brand is a collection of perceptions in the mind of the consumer." ( Colin Bates, BuildingBrands.com )
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11. Brand identity symbols embalage elements “ merchandizing” personality characteristic s h ow do I as a user feel who is the typical user, how do users see brand users values connected to the brand, ideals relation i feel towards the brand BRAND PERSONALITY REFLECTION PHYSIQUE SELF-IMAGE RELATIONSHIP CULTURE PICTURE OF SENDER PICTURE OF RECEIVER EXTERNALISATION INTERNALISATION
12. Brand Identity Scotland highlands & islands, castles Braveheart, Loch Ness men in kilts, whiskey warm, genuine, down to earth proud, spirited liberated, inspired, spiritually refreshed rejuvenated, spirited cultured, independent adventurous, different inclusive pride integrity proficiency involved, connected, liberated, enriched Scotland the land with real spirit PICTURE OF SENDER PICTURE OF RECEIVER EXTERNALISATION INTERNALISATION PERSONALITY REFLECTION PHYSIQUE SELF-IMAGE RELATIONSHIP CULTURE
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16. Case of decoding positioning(s) of Fructal brand(s) fun young segment a drink for bars and clubs passion (babe-fire) energy sexy packaging shape attract attention attractive color older, children, families top juice sensible gentle divine - top premium packaging Blue and white price sensitive cheap juice playful, simple budget colorful packaging health aware segment healthy) juice familiar, natural, simple like home made less fruit blue font whole fruit blue packaging whole fruit blue packaging whole fruit white packaging Positioning PERSONALITY WHO ARE THE USERS PHYSIQUE USER SELFPERCEPTION ODNOS CULTURE Positioning Building brand Building brand Positioning Building brand Positioning Building brand
17. Brand positioning & Brand identity Local producers, who first produced Marlboro tried to put something in the same position after they stopped producing it. .. ...s ome forgot about Marlboro identity while positioning something in his(!) position .
25. Consideration of the top 5 Slovene FMCG brands in regional countries Alpsko mleko Argeta Fructal Paloma Cockta
26. Consideration of the top 5 Croatian FMCG brands in regional countries Vegeta Cedevita Podravka juhe Eva Zdenka topljeni sir
27. Consideration of the top 5 Serbian FMCG brands in regional countries Grand coffee Dobro jutro margarine Knjaz Miloš (gazirana voda) Chipsy chips Dijamant oil Odstotrek potrošnikov, ki bi izbrali navedene znamke na tržiščih regije.
29. Whats happening in there ? multinationals budget, retail/own brands prestige level premium level middle level low level
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31. The influence of the retail brands Market shares of top retailers 1. Mercator 1. Konzum 1. Maxi Vir: GfK / * PGM 1. Interex
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33. And retail brands in future ? High income segment Low income segment
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36. Does a global brand instantly conquers local market? Consideration of Slovene (ex-regional) brands in Croatia - trend .
37. Its obviously not easy, absolutely not instantly Strongest Classic Coffee brands in the ex-Yugoslav region (among Classic coffee users; PGM 2007, ex-Yugoslav region) .
38. Kraft couldn't do it in R&G, but did it in instant Strongest Instant Coffee brands in the ex-Yugoslav region (among Instant Coffee users; PGM 2007) Possitional inovations !
39. Orbit Professional and Actimel Orbit Professional and Actimel brand pyramids per country in the ex-Yugoslav region (among category users; PGM 2007)
40. And local to global ? Donat Mg Donat Mg per country in the ex-Yugoslav region (among category users; PGM 2007)
47. Argeta is the strongest brand in BiH and Macedonia not in Slovenia Voda Voda brand pyramids per country in the ex-Yugoslav region (among category users; PGM 2007) Adapting to local specifics and domiciliation of the brand !
48. It can be done also in a different way... How much are you prepared to pay for a brand ? Estimated Market Share Bonito C kafa Intermezzo Doncafe Grand
49. Serbian “copy-paste” v BiH How much are you prepared to pay for a brand ? Estimated Market Share Jacobs Aroma (Mc) Barcaffe (Si) Franck (Hr) Vispak (Ba) Doncafe (Sr) Grand (Sr)
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51. Its time for Positional innovation ! Tidd, Bessant, Pavitt, 2005
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