1. Tourism Marketing Masterclass: 10 Key Lessons Mark Ritson Associate Professor

3. CUSTOMER BRAND EQUITY Tight & Right Positioning

4.  Most Brand Positioning  Brand / Market Leaders Reliability Integrity Innovation Trust Quality Value Excellence

5. : Tight, Distinct Positioning

7. CUSTOMER BRAND EQUITY Great Brands Do It Their Way

8. : Do It Your Own Way

9.  The need for information crosses all borders  There's always more information out there.  You can be serious without a suit.

10. Uncompromising Perfection Savoir-Faire

11. CUSTOMER BRAND EQUITY Touchpoints

12.  Much Broader from Consumers Perspective  The Little Things - It’s never what you see  Asymmetries  Removing Negatives?  Improving Possible Positives  Brand Infusion?

14. CUSTOMER BRAND EQUITY Brand Tracking

15.  Set metrics  Measure  Re-Measure  Annual  Early warning system  A diagnostic addition to sales  Justification of Early ROI  10% Marketing Budget  A signal of expertise

16. Brand Tracking: Food & Restaurants

17. Net Promoter Scores

18. US All Stars

19. Best of British

20. 5. Airlines

22. Using NPS  Focus Groups x 2  Competitor Rankings  Boardroom respect  Tracking Variable

24. CUSTOMER BRAND EQUITY Competitor Definition is Crucial

25. Defining Competitors?

26. How Do You Define Competitors?

27. The Competitor that Gets You…  An American experience  The problem with categories  The competitor that gets you  The power of open box q’res

28. CUSTOMER BRAND EQUITY Targeting Means Two Things

29. : Targeting  No HR Dept  No Adspend  10% SKUs of Coles  Poor Experience  90% Private Label

30. : Real Targeting Means 2 Things Paul Pressler ‘Dead Man Walking’ Mike Jeffries ‘Marketing Genius’ 33% "In every school there are the cool and popular kids, and then there are the not-so-cool kids. We go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don't belong [in our clothes], and they can't belong. Are we exclusionary? Absolutely.” “Those companies that are in trouble are trying to target everybody: young, old, fat, skinny. But then you become totally vanilla. You don't alienate anybody, but you don't excite anybody, either." 43%

31. Real Targeting Means 2 Things  Which customers are you going after?  Which ones do you not want?  The typical marketer with their segments…  The leap of faith you must make:

32. CUSTOMER BRAND EQUITY IMC: The Age of the Handyman

33. : Advertising is not the Default option  Jim Stengel – the biggest client in the world  2004 AAAA Conference  Ed Artzt 1994 Speech  How well did you respond? C-  “The traditional marketing model we all grew up with is obsolete”  The end of the 30 second TV spot  20% annual reduction in adspend

34. The Best Clients Today are Handy(wo)men

35. CUSTOMER BRAND EQUITY Value is a Double Edged Sword

36. : Value as a Two Sided Concept

37. The Concept of Value V customer organisation V customer organisation V

38. CUSTOMER BRAND EQUITY It Was Never About Sales Figures

39. Sales vs. Profit  The World’s Biggest Carmaker  77 year streak  2007 GM Wins again!  9,369,524 cars  30,000 more than Toyota $1,436 $1,266 -

40. : Marketing = Sales  1997 Launch of “Return to Tiffany”  By 2002 Sales up 65%  Share price doubled $110  Looking beyond sales figures – consumer research  A different customer and a changing brand equity  Return to Tiffany is “a fundamental threat” to the company  2002 & 2003 Price Rises  Artisan Evenings $140 $175

41. CUSTOMER BRAND EQUITY Brand?

42. The Real Meaning of Brand

43. 10 Marketing Challenges  Positioning: Tight & Right?  Doing it Your Way?  Touchpoints?  Brand Tracking?  Proper Competitor Definition?  Targeting means two things?  IMC?  Understand value?  Profit not Sales Focus?  The Real meaning of Brand?

44.  M.ritson@mbs.edu  www.marketingritson.com