Transcript Marketing and Branding in the business context Corporate strategy

Hans Cools
Marketing Communication
in a broader context of
Brand and Marketing strategy
Introduction
What is
Marketing
Communication ?
Definition of Marketing
Communication
All types of messages using various
instruments by means of which a
company communicates with its target
groups and stakeholders to promote its
products or the company as a whole
The x Ps of Marketing
The C’s of Marketing
Robert Lauterborn
Product -> Customer Solution
Price -> Cost to the customer
Place -> Convenience
Promotion -> Communication
Marketing and Branding in the
business context
Who do we work for ?
Marketing and Branding in the
business context
Corporate strategy
Michael Porter : structurele analyse van een industrie
Marketing and Branding in the
business context
Corporate strategy
Michael Porter
Concurrentie strategie
Broad
Target
Narrow
Target
1. Cost Leadership
2. Differentiation
Stuck in
the middle
3A. Cost focus
3B. Diff. focus
Marketing and Branding in the
business context
What role do marketing,
branding and marketing
communication play in
this ?
Marketing and Branding in the
business context
Brand value :
A measure of the financial value of a brand as a separable
asset - when it is sold or included on a balance sheet
Brand equity :
A measure of the influence that a brand exerts on the buying
behaviour of customers
Marketing and Branding in the
business context
Brand value : Net present value of the
forecasted brand earnings, discounted by the
brand discount rate
Steps
Market segmentation
Brand share of earnings
The future cash flow generated by the brand
The expected duration of such cash flow
Brand strength determination (= brand equity)
Risk analysis expressed in terms of a discount rate
Brand value calculation
Marketing and Branding in the
business context
Brand architecture : branded house vs. house of
brands
Branded house
Nivea
Fortis
House of brands
P&G detergents
General Motors
Marketing and Branding in the
business context
Portfoliostrategie: vb. margarine markt
Extravert /
Verkennend
Bertolli
Belolive
Effi
Ik /
Affirmatie
Unilever
Vandemoortele
Solo
Becel Alpro
Vitelma
Roda Planta
Becel PA
Boter
Introvert /
Normatief
Wij /
Confirmatie
Marketing and Branding in the
business context
Brand key
Marketing and Branding in the
business context
Brand equity : model van Aaker
Summary
Marketing Communication
Marketing / Brand Mix
Brand Equity
Brand Value
Shareholder Value