1. © 2007 John Wiley & Sons Chapter 10 - Energize the Business PPT 10-1 Energizing the Business Chapter Ten Copyright © 2010 John Wiley & Sons, Inc. All rights reserved. Reproduction or translation of this work beyond that permitted in Section 117 of the 1976 United States Copyright Act without the express written permission of the copyright owner is unlawful. Requests for further information should be addressed to the Permissions Department, John Wiley & Sons, Inc. The purchaser may make back-up copies for his/her own use only and not for distribution or resale. The Publisher assumes no responsibility for errors, omissions, or damages, caused by the use of these programs or from the use of the information contained herein.

2. © 2007 John Wiley & Sons Chapter 10 - Energize the Business PPT 10-2 Growth Strategies Energize the business (Chapter 10) Leverage the business (Chapter 11) Create a new business (Chapter 12) Go global (Chapter 13)

3. © 2007 John Wiley & Sons Chapter 10 - Energize the Business PPT 10-3 Growth in Existing Product Markets Innovating the Offering –Using Branded Differentiators Energizing the Brand & Marketing –Using Branded Energizers Increasing the Usage of Existing Customers

4. © 2007 John Wiley & Sons Chapter 10 - Energize the Business An actively managed, branded feature, ingredient or technology, service, or program that creates a meaningful, impactful point of differentiation for a branded offering over an extended period of time. Branded Differentiator

5. © 2007 John Wiley & Sons Chapter 10 - Energize the Business PPT 10-5

6. © 2007 John Wiley & Sons Chapter 10 - Energize the Business PPT 10-6 VVT-I Variable Value Timing—Intelligent Toyota VVT-i

7. © 2007 John Wiley & Sons Chapter 10 - Energize the Business PPT 10-7 Branded Programs

8. © 2007 John Wiley & Sons Chapter 10 - Energize the Business PPT 10-8 Edition Co-Branded Differentiator

9. © 2007 John Wiley & Sons Chapter 10 - Energize the Business PPT 10-9 WestinWORKOUT powered by Reebok Co-Branded Differentiator

10. © 2007 John Wiley & Sons Chapter 10 - Energize the Business PPT 10-10 Growth in Existing Product Markets Innovating the Offering –Using Branded Differentiators Energizing the Brand & Marketing –Using Branded Energizers Increasing the Usage of Existing Customers

11. © 2007 John Wiley & Sons Chapter 10 - Energize the Business Sub-brand or brand that energizes and enhances a parent brand Energizers could be:  Products  Promotion  Endorsers  Any source of energy attached to the brand Branded Energizer

12. © 2007 John Wiley & Sons Chapter 10 - Energize the Business PPT 10-12 Branded Energizer Avon Breast Cancer Crusade

13. © 2007 John Wiley & Sons Chapter 10 - Energize the Business PPT 10-13 Energizing the Brand & Marketing Involve the customer Go retail Publicize events Offer promotions to get new customers

14. © 2007 John Wiley & Sons Chapter 10 - Energize the Business PPT 10-14 adidas Streetball Challenge

15. © 2007 John Wiley & Sons Chapter 10 - Energize the Business PPT 10-15 Buick’s Image Challenge

16. © 2007 John Wiley & Sons Chapter 10 - Energize the Business PPT 10-16 Tiger Woods External Branded Energizer

17. © 2007 John Wiley & Sons Chapter 10 - Energize the Business PPT 10-17 External Branded EnergizerTactical Endorser Long-term commitment ---------- Short-term Part of brand portfolio ---------- Separate brand Affect brand equities ---------- Enhance sales

18. © 2007 John Wiley & Sons Chapter 10 - Energize the Business PPT 10-18 Branded Differentiator— Is part of an offering Branded Energizer— May or may not be part of an offering Toyota VVT-i

19. © 2007 John Wiley & Sons Chapter 10 - Energize the Business PPT 10-19 Growth in Existing Product Markets Innovating the Offering –Using Branded Differentiators Energizing the Brand & Marketing –Using Branded Energizers Increasing the Usage of Existing Customers

20. © 2007 John Wiley & Sons Chapter 10 - Energize the Business PPT 10-20 Increasing the Usage of Existing Customers Motivate Heavy Users to Use More Provide Reminder Communications Position for Regular or Frequent Use Make the Use Easier Provide Incentives Reduce Undesirable Consequences of Frequent Use Find New Uses

21. © 2007 John Wiley & Sons Chapter 10 - Energize the Business PPT 10-21 Key Learnings Increasing product usage can be based on motivated heavy users to use more, make the use easier with reduced undesirable consequences, providing usage incentives, reminder communicator, positioning for frequent use and by finding a new use. A branded differentiator is an actively managed branded feature, ingredient or technology, service or program that creates a meaningful, impactful point of differentiation for a branded offering over an extended time period. A branded energizer is a branded product, promotion, sponsorship, symbol, program, or other entity that by association significantly enhances and energizes a target brand—the branded energizer and its association with the target brand is actively managed over an extended time period.

22. © 2007 John Wiley & Sons Chapter 10 - Energize the Business PPT 10-22 Ancillary Slides

23. © 2007 John Wiley & Sons Chapter 10 - Energize the Business PPT 10-23 “Many of the failures are people who did not realize how close to success they were before they gave in.” - Thomas Edison

24. © 2007 John Wiley & Sons Chapter 10 - Energize the Business PPT 10-24 “One never notices what has been done, one can only see what remains to be done.” - Marie Curie

25. © 2007 John Wiley & Sons Chapter 10 - Energize the Business PPT 10-25 “Where there is no wind, row.” - Portuguese proverb