What are the (marketing) differences? Westminster International University in Tashkent

Westminster International University in Tashkent TW 2 Semester 2 Master Idea Subject: Advanced Topics in Marketing Module Leader: Sanemkhan Nurillaeva Academic Year: 2015-2016 Westminster International University in Tashkent

Westminster International University in Tashkent Lecture outline Part 1 Communication process Master Idea Development Master Idea examples Part 2 Sales promotion Westminster International University in Tashkent

Communication Process Source: Adapted from workshop carried out by Brand Learning Communication Process Brand Positioning and Strategy Master Idea Touchpoint Planning Communication Development Set KPIs and follow-up Implementation Idea Which builds the Brand through a Strong & Consistent Master Idea

Westminster International University in Tashkent Source: Adapted from workshop carried out by Brand Learning What is a Master Idea? What is it? A Master Idea is the central Master Idea which brings the brand positioning to life for consumers? How do you use it? A Master Idea is used across channels and over time to unify, integrate and achieve synergy between activities Why is it important? A consistent Master Idea used over time delivers: Great cut through Deeper engagement Which makes Communications spend more effective Westminster International University in Tashkent

Westminster International University in Tashkent Source: Adapted from workshop carried out by Brand Learning Brand Idea What the brand stands for in the hearts and minds of consumers Master Idea The central ‘Big idea’ which brings the brand positioning to life for consumers Campaign Idea An evolving expression of the Master Idea Idea Execution construct The mechanism by which the campaign idea is expressed Execution content The individual elements used within the construct Execution Westminster International University in Tashkent

What is NOT a Master Idea Source: Adapted from workshop carried out by Brand Learning What is NOT a Master Idea A slogan The brand positioning Something that changes every fiscal year Something that changes with the introduction of new brand team or agency partners Limited advertising A promotional Idea Westminster International University in Tashkent

What is the Master Idea for Dove? Source: Adapted from workshop carried out by Brand Learning What is the Master Idea for Dove? Westminster International University in Tashkent

Westminster International University in Tashkent Source: Adapted from workshop carried out by Brand Learning Brand Idea Helping to make more women feel more beautiful everyday Master Idea A continual forum for challenging narrow definition of beauty Campaign Idea 2004: Challenging our own personal perceptions of beauty 2006: Challenge perception of beauty facing children growing up Idea 2001 2006 Execution construct -Show ‘normal shaped’ women in a fashion shoot environment -Hear why they love their bodies -Demonstrate Dove’s commitment to women Execution content Real women not models being photographed by a professional fashion photographer in a irrelevant and fun way Execution Westminster International University in Tashkent

What is the Master Idea for Johnny Walker? Source: Adapted from workshop carried out by Brand Learning What is the Master Idea for Johnny Walker? Brand Idea Inspiring personal progress Master Idea The determination required to follow a journey to progress (Keep walking) Campaign Idea 2001: Literal ‘Walks’ taken by inspiring individuals during their journey to success 2008: Grand metaphorical journeys of progress Idea 2001 2008 Westminster International University in Tashkent

What is the Master Idea for Coke? Source: Adapted from workshop carried out by Brand Learning What is the Master Idea for Coke? Westminster International University in Tashkent

Westminster International University in Tashkent Source: Adapted from workshop carried out by Brand Learning Brand Idea Making the everyday world a little better Master Idea See the positive (Coke) side of life Campaign Idea Idea Execution construct Imaginative, playful images of optimism being released from the iconic Coca-Cola bottle Execution Westminster International University in Tashkent

What is the Master Idea for Benetton? Source: Adapted from workshop carried out by Brand Learning What is the Master Idea for Benetton? Westminster International University in Tashkent

Idea Execution Brand Idea Respect for diversity Master Idea Source: Adapted from workshop carried out by Brand Learning Brand Idea Respect for diversity Master Idea All the colors of the world Campaign Idea Idea Execution construct Colorful images of youth of both sexes and every skin tone who exude integration, energy and joie de vivre Execution

Westminster International University in Tashkent Source: Adapted from workshop carried out by Brand Learning Master Idea checklist Yes/No? What’s the evidence? What are your going to do to improve it? Does it build the Brand Idea Does it immediately create interest? Can this Master Idea be easily executed across all touch points? Can we keep the Master Idea for several years to come? Does the Master Idea suggest many creative possibilities? Does the Master Idea clearly demonstrate how it will overcome the brand bottleneck? Westminster International University in Tashkent

Additional information Sales promotion Additional information Westminster International University in Tashkent

Funnel Bottleneck Actions Awareness Consideration Trial Occasional use Loyalty Sales Promotion Recommendation to increase Trial Organizing Sampling Organizing blind testing Point of purchase promotions Discounts Packaging updates Giving recipes for using Recommendation to increase Occasional Use Introducing After Sale Services Contacting previous clients: Invitation to review purchased product Direct marketing through social media and emails Targeted mobile phone marketing Recommendation to increase Occasional Use Organizing fan clubs Invitations to Company Anniversary Events (mainly in B2B) Loyalty Cards Tailored Offers Recommendation to increase Awareness Teasing Campaigns Initial Advertisement Campaigns Opening Ceremonies Public Relations Social Media Ads Recommendation to increase Consideration Expert and customer reviews Inviting Opinion Leaders Triggering interest through social media Infographics and checklists Product demo videos Organize consistent communication

Westminster International University in Tashkent Sales Promotion “Sales promotion is any initiative undertaken by an organisation to promote an increase in sales, usage or trial of a product or service (i.e. initiatives that are not covered by the other elements of the marketing communications or promotions mix).” Philip Kotler (200 Westminster International University in Tashkent

Sales Promotion Vehicles 1. Consumer-Oriented 2. Trade-Oriented

1. Consumer-Oriented Sales Promotion 1. Samples 2. Coupons 3. Premiums 4. Contests/sweepstakes Westminster International University in Tashkent 20

5. Refunds/rebates 6.Bonus packs 7. Price-off deals 8. Frequency programs 9. Event marketing

Consumer-Oriented Sales Promotion Objectives Attract new customers Obtain Trial and Repurchase Increase Consumption of an Established Brand Defend (Maintain) Current Customers Target a Specific Segment Maintain sales in off season Westminster International University in Tashkent 22

2. Trade-Oriented Sales Promotion Contests, dealer incentives Best Car Dealer of the Month Trade allowances Point-of-purchase displays

Cooperative advertising Training programs Trade shows Cooperative advertising Source: McGraw-Hill Companies (2007)

Trade-Oriented Sales Promotion Objectives Obtain Distribution of New Products Maintain Trade Support for Existing Products Encourage Retailers to Display and Promote Existing Brands Build Retail Inventories Westminster International University in Tashkent 25

Westminster International University in Tashkent Reading Hopkins C. C, (2003). Scientific Advertising [Online book]. Available from: http://www.scientificadvertising.com/ScientificAdvertising.pdf Perreault W., (2013) BASIC MARKETING: A Marketing Strategy Planning Approach. Chapter 16. [Online]. Available from: http://highered.mheducation.com/sites/dl/free/0073529958/876022/per29958_ch16_412_449.pdf Westminster International University in Tashkent