Planning SOSTAC Situation Assessment / Analysis

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Presentation transcript:

Planning SOSTAC Situation Assessment / Analysis Objectives – Goals Aims Strategy – overall plan Tactics – Actions proposed to deliver Strategy and to achieve goals Control measuring performance

Planning Exercise How do you cross a river successfully with a sack of corn? A fox and A Chicken. Limitation only one small boat enough for you and either the sack of corn or the chicken and the fox. What is your plan in the context of SOSTAC?

Peter Rumble Chartered Marketer

Peter Rumble Chartered Marketer

New Product Development Where do products come from? Think of some new products Why is there a need for new products?

Branding What is a brand? Family Brand Solus Brand Manufacturer’s Brand House Label And Mixture

What are the options for NPD for the following? Car Manufacturer Biscuit manufacturer Magazine company Plane manufacturer

Communicating to the Consumer.

Task 2 Branding Choices…

Branding What is a brand? Shorthand for a collection of values An asset = Focal point Benchmark Cultural symbol

Branding ‘The brand is the aura of beliefs and expectations about a product/service which make it relevant and distinctive It stretches beyond the physical and into the psychological and is extremely powerful’

Brand as a rallying point Aeroports de Paris ADP Poor reputation 7 S’s not working Change to Paris Aeroports. AP In fact the brand change is a re launch

Why Brand? For differentiation & recognition To add value to a naked commodity Easier to promote Helps market segmentation Can help boost share price Easier to integrate Sales promotion, personal selling & packaging Can help corporate image

Types of Brands Individual brand Proctor & Gamble Unilever Umbrella or blanket brand Heinz Dyson Separate family names for different product divisions Eskimo Igloo Company name Airbus

Brand and Added Value Core products A smartphone Actual product Oppo 9 Augmented product Oppo 9S It is often the brand that is bought and not the product

Branding Strategies Line extensions Brand extensions stretching Multi-brands New brands Co-brands

The Biggest Brands in the World Value $ billion Coca Cola Microsoft IBM Apple Samsung Google