branding for export market) by ravi jayawardena. points to ponder … global vs local global...
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Branding for
Export Market)
By Ravi Jayawardena
Points to Ponder …
Global vs Local Global Brands vs Global
Products Trading vs Brand Building Biggest challenge in Global
Marketing Internal Mind Set Objectives based on
recourses? Type of control needed
Going Global ..Understanding the basics
Market selection market size and growth Risk Government Regulations Competitive Environment/Culture Local Infrastructure
Product portfolio management Product cultural challenges Product positioning ( Toyota,
Macdonald, Four seasons hotel)
Components of a ProductThe product offering
Functional
Symbolic
The attributes of
a product
Physical
(Unique Selling Proposition -USP)
What is a brand?
• “A brand is a set of promises. It implies trust, consistency, and a defined set of expectations about the usage experience.”
• “It is a process by which companies distinguish their product offerings from the competition.”
• A “trust mark”
• A “love mark”
• “A corporate obsession”
Creating a USP & POD? …
Is the image in the consumers mind regarding the products & services
This create a strong reliable and unique association
Three main attributes of POD Desirability (personally relevant
& trust)Deliverability (must have
resources)Differentiability ( superior to
competitors)
Creating a USP ?• “The single origin tea” Each box of Dilmah tea
contains a folded insert that explains the care that goes into the sourcing, packing and delivery of every cup of tea.
• “Natural ginger taste” EGB only uses ginger from a
sustainable agricultural sourcing initiative -
What is a Brand Promise?
• A brand promise is what the company commits to the people who interact with it.
• It’s a description of the company’s character.
• It’s how the company creates and delivers value.
• Coca-Cola: “To inspire moments of optimism and uplift.”
• Virgin: “To be genuine, fun, contemporary, and different in everything we do at a reasonable price.”
Brand Promise may go wrong? In his 2013 Forbes articles,
Steve Olenski talks about a New York Sushi restaurant
They would no longer take tips.
However, based on the service levels customers voluntarily keep a tip
It’s a performances appraisal and position statement
Customers did not value the brand promise
They perceived it’s a negative activity
.
Marketing Luxury Brands … Manage the brand image at the highest level
(Cartier, Gucci, Hennessy, Rolex, Louis Vuitton) Create value through intangibles & physical
evidence. All touch points has to be manage. Logos, brand name, symbols should have a
positive link. Marketing mix
Pricing - premium, Distribution - selective, Communication enhance inspirational value, Product quality at the highest level
Strong legal protection.
PRODUCT DYMENTIONS
Core benefit or
service
Brand name and image
Quality and design
Packaging
Actual product / service
Features
Capabilities
Customer service components / after sales
Augmented product / service
Delivery
Guarantees
Installation
Warranty
Personnel
+ Value
Brand /Market Development - Ansoff’s
• Market Penetration:
– Protect/Build/ consolidate
• Market Development:
– New Segment/territories
– New uses
• Product Development:
– Within existing market
– With new capabilities
• Diversification:
– With new market
– With new capabilities
– Beyond current expectations
Digital Media Landscape
6 million internet penetration 1
2.8 million Facebook accounts 2
500,000 active Twitter accounts3
1.3 million Smart Phones
21 million connections4
1. 4.7 Million users as of 31st December 2013. This is a forecasted figure2Facebook advertiser platform
3Neo@Ogilvy Surveys/Aggregated Data Analysis
4TRC SL published data Sept 20145TRC SL published data Sept 2014
6Facebook advertiser platform
537,000 Fixed internet access5
Richard Branson business principles
Only man in history so far to build seven billion dollar businesses from scratch
Built Virgin Mobile USA into the fastest growing company in history ahead of such companies like Microsoft, Google, and Amazon.
Considered by many the most successful, and living life to the fullest person in the world
Richard Branson Qualities ……
• A solution focused attitude.
( he never look at a person for the negatives. Always use the positive side of people to conquer the world)
• An ambitious and passionate nature.
( you will never see Richard in a depressed mood. His enthusiasm is infectious. Always willing to learn. Openly appreciate peoples knowledge)
Best Advise from the MOM…
Thanking you ….
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