1. What are the (marketing) differences?
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2. Westminster International University in Tashkent
TW 2
Semester 2
Master Idea
Subject: Advanced Topics in Marketing
Module Leader: Sanemkhan Nurillaeva
Academic Year:
Westminster International University in Tashkent

3. 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

4. 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

5. 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

6. 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
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7. 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
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8. What is the Master Idea for Dove?
Source: Adapted from workshop carried out by Brand Learning
What is the Master Idea for Dove?
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9. 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
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10. 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
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11. What is the Master Idea for Coke?
Source: Adapted from workshop carried out by Brand Learning
What is the Master Idea for Coke?
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12. 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
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13. What is the Master Idea for Benetton?
Source: Adapted from workshop carried out by Brand Learning
What is the Master Idea for Benetton?
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14. 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

15. 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?
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16. Additional information
Sales promotion
Additional information
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17. 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 s
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

18. 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
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19. Sales Promotion Vehicles
1. Consumer-Oriented 2.
Trade-Oriented

20. 1. Consumer-Oriented Sales Promotion
1. Samples
2. Coupons
3. Premiums
4. Contests/sweepstakes
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21. 5. Refunds/rebates
6.Bonus packs
7. Price-off deals
8. Frequency programs
9. Event marketing

22. 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
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23. 2. Trade-Oriented Sales Promotion
Contests, dealer incentives
Best Car Dealer of the Month
Trade allowances
Point-of-purchase displays

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

25. 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

26. Westminster International University in Tashkent
Reading
Hopkins C. C, (2003). Scientific Advertising [Online book]. Available from:
Perreault W., (2013) BASIC MARKETING: A Marketing Strategy Planning Approach. Chapter 16. [Online]. Available from:
Westminster International University in Tashkent