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MARKETING: an effective tool for

maximizing profit

BY BOLA AKINGBADE

25th September, 2008



THE TASK:

Consumer Needs

Brand Deliverables

Connecting the Brandwith the Target Customer

inseparably



Components Of Consumer Needs That Must BeEstablished

Reference Consumer: The profile of who can be regarded as the “archetypal target

consumer” for the Products & Services offered by the Brand.

Reference Occasion: The usage occasion that target consumers identify with in theirregular consumption of these Branded Products and Services.

Functional Needs: A set of what the target consumer expects the Branded

Products & Services to “do for him” in his regular consumption of these BrandedProducts and Services.

Aspirational Needs: Expectations about “what” the association of the target consumer

with the Brand via the Branded Products & Services should “be saying about them”

(i.e. expectations on the type of image the target audience wants the brand to create

and establish for them”)

Emotional Needs: Expectations of the target consumer of “how” the regular

consumption of the Branded Products & Services” and resultant association with the

Brand, should “make them feel”

Key Consumer Insight: How all of the above add up to unearth the underlying driversof demand for the relevant branded services amongst the target consumers.



Components Of Consumer Needs That Must BeEstablished

ReferenceConsumer

ReferenceOccasion

Aspirational

Needs

Key ConsumerInsight

EmotionalNeeds

FunctionalNeeds



Components Of Consumer Needs That Must BeEstablished …Illustration

ReferenceConsumer

ReferenceOccasion

Aspirational

Needs

Key ConsumerInsight

EmotionalNeeds

Desirefor freedom,modernity& progress

… a satisfying life of

fulfillment and self –

expression as progressive

Enjoyment ofMoments of

Fulfillment with friends

Truly Refreshing BeerTaste with character

& appropriate strength

Moments of “inspiration and fulfillment” in everyday beer

drinking occasions

Urban Males, 18 – 34 years Dynamic, Knowledgeable; Creativeand Progressive. Loves Challenges

FunctionalNeeds

Using anInternationalBeer as theCase study.



Assessing Scope and Effectiveness of Brand Deliverables… Establishing Brand Pillars

Brand X

Products& Services

Heritage Personality Identikit

These pillars are relevant for establishing consumer relevance.

They also constitute the Standpoint from which the Brand can Speak

– the Brand Authority



Assessing Scope and Effectiveness of Brand Deliverables… Ownable Values & Properties

Source of Authority: The totality of what underpins Brand Relevance and what

stands the Brand apart from a customer perspective

Functional Benefit: What the Brand can do for the customer

Emotional Benefit: How the Brand can make customers feel

Brand Character & Attitude: A distillation of the imageries that can flow from the

Personality of the Brand

Brand Values: The key value platforms that capture Brand Attributes

Brand Essence: A statement that establishes the central message that flows from

all of these to target customers – a message that should induce Passion for theBrand in the mind of the target consumer.



Assessing Scope and Effectiveness of Brand Deliverables… Ownable Values & Properties

Source ofAuthority

BrandValues

EmotionalBenefit

Brand Essence

BrandCharacter& Attitude

Sharing … the pleasures ofFulfillment

Progress, Dynamism,

Fun & Friendship

Pleasure (fun – filled)Associations with Taste.

Competence &Progress

Refreshing Taste ofQuality Beer

Urbane, with positive & modern outlook;Competent, creative and progressive

(International) Quality Brewing Tradition… dating back to 1870

Established origins; strength (horses);Red Colour – reflecting Dynamismand fun

FunctionalBenefit

Babol inspires and supports aspirations for Progress … and guarantees Fun – filled experiences that are richer than the usual.Brand Proposition

Key VisualFeatures



Establishing the Platform for Customer Engagement… in a manner unique to the Brand … the Consumer Proposition

Babol inspires and rewards PROGRESS… therefore guarantees

Fun-filled experiences that are richer than the usual

Consumers

BABOLBrand Evocations /Values

Essence

Brand Proposition

Key ConsumerInsight

ReferenceConsumer

SHARING (… the inspiration for, & the rare pleasures of realisable

PROGRESS)

Desire to be seenas PROGRESSIVE and

FUN – Loving

Individuals and Groups

Professionals; Young (18 – 29) &Progressive Urban Dwellers

Progress, Fun (+Dynamism)and Friendship



Translating the Proposition into Tangible Benefits… Product & Service Development Process

Remember that an appropriate Value Proposition must revolve around the

significance and relevance of each of the elements of the Marketing Mix.

Products & Services

– What ‘Products & Services’ are needed / necessary to address Customer needs from afunctional – and emotional – benefit perspective.

– How can the ‘Products & Services’ be delivered in ways that can induce ‘Innovation –

Leader’ associations with the brand.

Product & Services Benefits Offered End-Value Associations

• Target Customer needs - What does it do for me? - What can it say about me?

• Product Design - How does it make me feel? - How credible can this be?

• Usage Manner & Time - What advantages vs - What heritage can it leverageCompetition? to support this?

- How consistently can the brandmake this happen?

E n d V a l u e

A s p i r a t i o n s

M a n

d a t o r i e s State of Widespread Trial Adoption Affinity / Loyalty /

Innocence Customer Preference Brand

Interest Ambassador



The Marketing Mix Connection

Price (Revenue / Margin objectives)

- Economic profile of

Target Customers

- Optimal Price Levels Elasticity Profile

(to guarantee affordability)

- Volume, Value and Margin Cost Management /

Implications Efficiency Imperatives

- Long term sustainability

(+ Brand Image association

vs. aspirations)

… ultimately, what value perception at proposed price amongst target audience

vs:

- Assessment of end – value associations with Product & Service;- Competitive offerings.



The Marketing Mix Connection

Packaging / Pack Format / Pack Designs

Consistency withestablished Usage context,Manner and Time

Presentation and BrandIdentity projections(including Branding &

relevance / usefulness of on-pack information

Content volume vs price- levels

Value Perceptions

vs Competition

attractiveness profile trial inducement potential personal - image promotion potential sustainability potential

Review



The Marketing Mix Connection – The Star Approach

-

Situation Analysis (Key Market Developments); Opportunities & Threats;Strengths & Weaknesses; Key Issues to address; Critical Success Factors.

- Tasks that need to be performed (Key Strategic Objectives; KeyImperatives for Action).

- Action Needed to Address Tasks (Marketing – Mix – Led Actions that are onStrategy) + Implementation.

- Results & Review (Performance Evaluation; Strategic Review; ChangeProgram).

… best if all steps are managed along with the Agency



Promotions – Mix

… communication of the Value Proposition to target customers in ways that will

Excite / Induce Trial Engage the customer in relevant usage / customer connection occasions

(Adoption / Affinity)

Endear the brand to the customer in all circumstances where Brand offering isrelevant (Loyalty / Preference)

Communicating The proposition … for StrongConsumer Connection

Vehicles – Wheel of Total Communication

Communication Policy & Strategy

Events TV

Radio

Press

Outdoor

SalesPromotion

Merchandising / StreetLevel visibility

Sponsorships

Role, Relevance,Priority, Strategy & Plans +Budget Allocation

Role, Relevance,Priority, Strategy &Plans + BudgetAllocation

“

“

BrandV/Prop



Measuring Effectiveness & Proposition Review

• Purpose of the Plan – To establish what needs to happen in the process of satisfying the

Business Objectives from a Marketing Perspective.

• Typical Business Objectives – Volumes

– Revenue

– Market Share – Brand Preference

– EBITDA Margin

– EBITDA

– PAT

A typical Marketing Plan must:i. Address each one of these issues;ii. Present the manner in which related

targets can be realised;i. Outline risks / threats to the plan;ii. Establish contingency plans to

manage the risks, should theybecome a reality.

The Winning Formula• Insightful market knowledge (including opportunities for winning Revenue streams)• Professional Value Proposition development.• Excellent Customer connection via focused communication of the targeted Value Proposition

• Constant Collaboration with the Agency at every stage of the Process.



THANK YOU

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