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

3. 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?

5. Peter Rumble Chartered Marketer

7. Peter Rumble Chartered Marketer

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

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

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

16. Communicating to the Consumer.

17. Task 2
Branding Choices…

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

19. 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’

20. 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

21. 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

22. 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

23. 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

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

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