Branding for Export Market) By Ravi Jayawardena

Points to Ponder …  Global vs Local  Global Brands vs Global Products  Trading vs Brand Building  Biggest challenge in Global Marketing  Internal Mind Set  Objectives based on recourses?  Type of control needed

Going Global..Understanding the basics  Market selection market size and growth Risk Government Regulations Competitive Environment/Culture Local Infrastructure  Product portfolio management  Product cultural challenges  Product positioning ( Toyota, Macdonald, Four seasons hotel)

Components of a Product The product offering Functional Symbolic The attributes of a product Physical (Unique Selling Proposition -USP)

What is a brand? “A brand is a set of promises. It implies trust, consistency, and a defined set of expectations about the usage experience.” “It is a process by which companies distinguish their product offerings from the competition.” A “trust mark” A “love mark” “A corporate obsession”

Creating a USP & POD? …  Is the image in the consumers mind regarding the products & services  This create a strong reliable and unique association  Three main attributes of POD  Desirability (personally relevant & trust)  Deliverability (must have resources)  Differentiability ( superior to competitors)

Creating a USP ? “ The single origin tea” Each box of Dilmah tea contains a folded insert that explains the care that goes into the sourcing, packing and delivery of every cup of tea. “Natural ginger taste” EGB only uses ginger from a sustainable agricultural sourcing initiative -

What is a Brand Promise? A brand promise is what the company commits to the people who interact with it. It’s a description of the company’s character. It’s how the company creates and delivers value. Coca-Cola: “To inspire moments of optimism and uplift.” Virgin: “To be genuine, fun, contemporary, and different in everything we do at a reasonable price.”

Brand Promise may go wrong?  In his 2013 Forbes articles, Steve Olenski talks about a New York Sushi restaurant  They would no longer take tips.  However, based on the service levels customers voluntarily keep a tip  It’s a performances appraisal and position statement  Customers did not value the brand promise  They perceived it’s a negative activity .

Marketing Luxury Brands …  Manage the brand image at the highest level (Cartier, Gucci, Hennessy, Rolex, Louis Vuitton)  Create value through intangibles & physical evidence.  All touch points has to be manage.  Logos, brand name, symbols should have a positive link.  Marketing mix  Pricing - premium,  Distribution - selective,  Communication enhance inspirational value,  Product quality at the highest level  Strong legal protection.

PRODUCT DYMENTIONS Core benefit or service Brand name and image Quality and design Packaging Actual product / service Features Capabilities Customer service components / after sales Augmented product / service Delivery Guarantees Installation Warranty Personnel + Value

Brand /Market Development - Ansoff’s Market Penetration: –Protect/Build/ consolidate Market Development: –New Segment/territories –New uses Product Development: –Within existing market –With new capabilities Diversification: –With new market –With new capabilities –Beyond current expectations

TVRadio Cinema PRActivationPOSM Retail fascia Social Media Press Digital Media

Digital Media Landscape 6 million internet penetration million Facebook accounts 2 500,000 active Twitter accounts million Smart Phones 21 million connections Million users as of 31 st December This is a forecasted figure 2 Facebook advertiser platform 3 Surveys/Aggregated Data Analysis 4 TRC SL published data Sept TRC SL published data Sept Facebook advertiser platform 537,000 Fixed internet access 5

Richard Branson business principles  Only man in history so far to build seven billion dollar businesses from scratch  Built Virgin Mobile USA into the fastest growing company in history ahead of such companies like Microsoft, Google, and Amazon.  Considered by many the most successful, and living life to the fullest person in the world

Richard Branson Qualities ……  A solution focused attitude.  ( he never look at a person for the negatives. Always use the positive side of people to conquer the world)  An ambitious and passionate nature.  ( you will never see Richard in a depressed mood. His enthusiasm is infectious. Always willing to learn. Openly appreciate peoples knowledge)  Best Advise from the MOM…

Thanking you ….