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Product & Brand Management

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Product & Brand Management The Brains Behind The Brands My Background 15 Years of Consumer Marketing Procter & Gamble (Consumer Products) Disney (Home Video) Coca ... – PowerPoint PPT presentation

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Title: Product & Brand Management


1
Product BrandManagement
The Brains Behind The Brands
2
My Background
  • 15 Years of Consumer Marketing
  • Procter Gamble (Consumer Products)
  • Disney (Home Video)
  • Coca-Cola (Olympic Marketing)
  • Feld Entertainment (Live Event Entertainment)
  • Special Olympics (Charity)
  • XFL Football League (TV Professional Sports)
  • Consulting (eBay, Citibank, Ford, many others)

3
What Is Brand Management?
  • It is the group that oversees all aspect of a
    product, from marketing, packaging, sales
    distribution strategies, pricing, overseeing the
    PL, manufacturing and product improvements.

4
What Is Brand Management?
  • You are literally the champion of the brand.
    It is your job to make sure it performs the best
    it can.
  • Interface will all aspects of the organization
    Finance, PR, Manufacturing, Product Development,
    Sales, Market Research, Advertising, etc.
  • Its the hub of the wheel.

5
Key Learnings
  • A brand is a living, breathing being.
  • EVERYTHING COMMUNICATES!
  • Packaging
  • Product
  • Price
  • Advertising
  • Word of Mouth
  • Location

6
Advertising is Losing Effectiveness
  • Too many ads promising benefits that arent
    delivered -- creating increasing skepticism.
  • Internet is proliferating this feeling among
    consumers. Many think that the internet is a
    scam waiting to happen.
  • Market fragmentation.

7
The Age of the Self Reliant Consumer
  • Less reliant on others opinions and
    recommendations. Wants benefits, not features.
    Stressed for time.
  • Tired of data overload. Wants just enough
    information to make an informed decision and get
    on with life.

8
What Does It Mean?
To strike it rich, you have to offer consumers
real, meaningful benefits that can make your
brand stand out from the crowd to be
Different
Better
Special
9
The Importance of New Different
10
First Law of Gravitational Marketing
  • BENEFITS
  • A product is only as strong as the benefits it
    provides to consumers.

11
2nd Law ofGravitational Marketing
  • REAL REASON TO BELIEVE
  • You must convince the consumer of the benefit
    and explain how you are going to deliver it (the
    reason-to-believe).
  • Must use Kitchen Logic

12
3rd Law of Gravitational Marketing
  • DRAMATIC DIFFERENCE The only way to disrupt
    marketplace equilibrium is to introduce a
    benefit-and-reason-to-believe combination
    significantly different from what already exists.

13
Creating A Unique Brand Identity
  • Find a unique benefit.
  • Exploit that benefit to create a differentiation
    in the mind of the consumer.
  • Convince the consumer that your brand is
    Different, Better, Special.

14
3 Parts For Building Brand Identity
  • Specify a target audience
  • Determine your unique benefit
  • Explain your REASON WHY

15
Target Audience
  • Who are you trying to sell to?
  • Demographics / Psychographics
  • What kinds of customers do you
  • want to attract?
  • What unique things describe them?
  • Income level, Lifestyle, Priorities, Children,
    etc.

16
Benefit
  • What is it youll do for them?
  • Is it unique?
  • Functional benefits vs. Psychological

17
Where To Look For Unique Benefits
  • Problems consumers have with the product or
    category.
  • Your Pet Peeves.

18
Life Currencies
  • Money
  • Information
  • Time
  • Energy
  • Space
  • Fun
  • Fear

19
MY WORLD HEIRARCY
  • My family home.
  • My job / income.
  • My interests.
  • People or things which can affect my family,
    home, job / income, interests.
  • My neighbors community.
  • My state.
  • My country.
  • The world at large.

20
Passion Points
  • The most successful brands and companies find a
    unique benefits which touches a nerve in
    consumers --- that evokes a strong consumer
    reaction.
  • If your brand can successfully resolve the issue
    youll win!
  • Example Krispy Kreme

21
Brand Positioning The Cornerstone
  • The brand strategy is the single most important
    item in all of marketing.
  • It defines EVERYTHING about what your brand is to
    your consumer.

22
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23
Brand Positioning Statement
For homemakers, Dow Bathroom Products are the
easy way to get a great clean shine for your tub,
tile and toilet. Thats because only Dow
Bathroom Products contain scrubbing bubbles that
cut through dirt and grime clean to the shine!
24
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25
Brand Positioning Statement
For cold sufferers, maximum strength Contac
offers 12 hours of non-drowsy and continuous Cold
relief from congestion and sinus pressure thanks
to its time-release technology.
26
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27
NO PRODUCT NAME!
WHAT IS IT?
28
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29
Common Marketing Problems
  • Talk about features, not benefits
  • Fail to Differentiate
  • Fail to communicate in Kitchen Logic
  • Dont understand the difference between WISHES,
    WANTS NEEDS.

30
Common Factors for Success
  • NEW DIFFERENT!
  • Address a consumer need BETTER than anything else
    out there.
  • Communicate it clearly.
    BRAND IT WITH A GREAT NAME!
  • Demonstrate the benefit with a sound reason why.

31
Dont Rely On Low-Price As Your Point of
Differentiation
  • Any fool can cut prices. Consumers dont buy the
    lowest price, they buy the most benefits for the
    dollar!
  • The customers you attract with low price will
    leave you in a heartbeat when they find the next
    deal.
  • Does not build a long-term customer base.

32
Find A Point of Difference
  • This is the key to long-term growth, building a
    brand name and image.
  • Communicate this point of difference in
  • EVERYTHING you do.
  • Different, Better Special.

33
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34
Fun is Fundamental!
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