OpCom Marketing Strategy by 5nx4qOb

VIEWS: 5 PAGES: 86

									   Marketing Excellence:

     Strategic Foundations
               Of
Effective Integrated Campaigns


                                 1
Desired Outcomes


At the close of the day, you will:
 1. Better understand where Advertising and other Communication
 Tools fall within the Marketing Process


 2. Be refreshed on the Strategic Foundations of Effective Integrated
 Communications


 3. Have a common language and set of skills for development of
 Creative Strategies and the Evaluation of Advertising/Communication

                                                                        2
The “Big Picture”
– Marketing Planning




                       4
The Big Picture: Marketing Mastery Wheel
                               Phase #1: Business Analysis
                               • Business Situation Analysis
                               • Business Objective
Phase #5:
Execution & Measurement
                                                               Phase #2: Strategic Foundation
                                                               • Brand Positioning (Long term)
                                                               • Target Identification and
                                                                 Refinement (Cons. Insight & SVC)
                                  Planning                     • Marketing Objective & Challenge
                                   Steps

Phase #4: Plans / Tactics
• Communications Goal
• Integrated Marketing Plans
• Creative Strategy             Phase #3: Business Strategies
• Media Strategy
                                 • The 3-5 key business strategies that
• Digital Strategy
                                   will address your Issues & Marketing
• Advertising Campaign
                                   Challenge to achieve the Business
                                   Objective                                                        5
Our Focus – The Foundation
                               Phase #1: Business Analysis
                               • Business Situation Analysis
                               • Business Objectives
Phase #5:
Execution & Measurement
                                                               Phase #2: Strategic Foundation
                                                               1. Brand Positioning

                                 Planning                      2. Target Identification/Refinement

                                  Steps                        3. Marketing Objective & Challenge



Phase #4: Plans / Tactics
• Communications Goal
• Integrated Marketing Plans
• Creative Strategy             Phase #3: Business Strategies
• Media Strategy
                                 • The 3-5 key business strategies that
• Digital Strategy
                                   will address your Marketing Challenge
• Advertising Campaign
                                   to achieve the Business Objective
                                                                                                     6
Brand Positioning



                    7
Name a Powerful Brand

   (or Weak Brand)


Why Do You Think So?




                        8
Building Brands
Great Positionings   Build Great Brands

• Simple
• Single Minded
                      Clarity
• Consumer Focused
                      Consistency
• High Leverage
                      Leadership
• Differentiate
• Executable




                                          9
Examples of Well-Positioned Brands

   Fed Ex               Peace of Mind
   Volvo                Safety
   EBay                 Democratization of Commerce
   Wendy’s               Healthy Fast Food
   Target                Chic Discount Shopping
               ___________________________
   L.L. Bean             Premium quality rugged
                         outdoor gear/wear
   Saturn                Simple car purchase

                                                      10
Brand Positioning: Its Role in Building Brands

• Establishes what the brand stands for and how
  it will compete (EBay)
• Identifies the way we want consumers to think about
  the brand in the context of other similar products
  (Wendy’s)
• Creates an enduring, sustainable competitive
  advantage based on (perceived) superiority (Volvo)
• Strategies and tactics to market must be consistent
  with the positioning of the brand (Target)



                                                        11
Brand Positioning Represents the Starting Point for the
Development of Marketing Elements


                      Digital      Product
                     Marketing
                                             Channel/S
              Event                           hopper
             Marketing
                                                 Price
                         Brand Positioning

             Promotion
                                             Advertising

                     Packaging       Media




                                                           12
The Positioning Statement (deceptively simple)

“To __________, X is the brand of
    (target consumers )



 ______________ that _________________
  ( frame of reference)        (key benefit/point of difference)



because ______________.
                 (reason to believe)




                                                                   13
Each Element Requires Precision




A.     Target Consumers

     – Defined by attitudes and behaviors - not just
       demographics

     – Reflects insights about consumers/customers
         -- Need states




                                                       14
Target Examples


• Duncan Hines: Today’s Passionate Bakers who love
  the fun of baking but wish they could do it a bit
  better.


• Windows Powered Pocket PC: To Mobile
  Professionals, BDM’s/TDM’s




                                                      15
Each Element requires Precision

B. Frame of Reference


    - Identify the largest frame within which the
   brand can offer superiority or a leverageable
   benefit
    - Like products for which your brand can
   substitute
   - Express in consumer terms



                                                    16
Frame of Reference -


Head and Shoulders

Original: Head and Shoulders is the dandruff shampoo
          that fights dandruff best

Revised: Head and Shoulders is the shampoo that both
         fights dandruff and is nice to your hair

Results: Less clear reason for using; declining share
         and volume



                                                        17
Frame of Reference Examples



• Duncan Hines: DH is the brand of Sweet Baking
  Products and Services


• Windows Powered Pocket PC: Windows Powered
  Pocket PC is the brand of Handheld PC




                                                  18
Each Element Requires Precision



C.     Point of Difference
     – Single most compelling and persuasive reason to buy

     – Unique to your product - or at least leverageable




                                                             19
Point of Difference - Goal

• Select Point of Difference with greatest leverage
  against Target and within Frame of Reference
   – Determine areas of competitive superiority
   – Can select either mainstream or niche benefit
   – May be acceptable to preemptively own category benefit




                                                              20
Point of Difference Examples


• Duncan Hines: Lets you elevate your game with
  ease .


• Windows Pocket PC: Puts the power of the PC in
  your pocket, giving you the freedom to productively
  manage your work and life via data or voice, while
  on the go.




                                                        21
Strive for a Real Point of Difference
--- versus “Price of Entry”


                                                Lips


                           Lipcolour                               Liners



             Longer Wear            Other
                                                Go beyond category
                                                benefits or product
                                                descriptions to probe for a
   Color keeps      Color lasts   It stays on   relevant point-of-difference
  renewing itself    for hours




                                                                               22
Each Element Requires Precision



D.     Reason to Believe
     – No more than 2-3 that make benefit credible and
       believable

     – Can be functional, economic or emotional




                                                         23
Reason to Believe Examples


• Duncan Hines: Superior Mix; Breakthrough
  Innovations; Relevant Tips & Techniques


• Windows Pocket PC: Because it allows you to stay
  connected while you’re on the go, provides you with
  familiar software, and allows you a “personalized”
  mobile experience.




                                                        24
 Examples of Positioning Statements


Avis
 “For business people who rent cars, Avis is the car rental company who will
 provide the best service because the employees own the company.”




 Home Depot
  “For do-it-yourselfers, Home Depot is the bldg. materials co. that offers the
  best prices because we are the largest building supply company.”




                                                                                  25
     Evaluate Specific Elements as Well as the Complete Statement
                                  Need all the answers to be yes!

                 Consumer           Frame of Reference         Point of Difference       The Whole Statement

                                                           Does the brand deliver         Does it drive a “stake in
Criterion 1 Does the description Does the chosen                                          the ground” (define what
                                                           the benefit better than
            provide a clear      “playing field” highlight                                the brand stands for in a
                                                           competition in the
            picture of the user? the brand’s advantages?                                  clear and compelling
                                                           frame?                         way)?

Criterion 2 Are there needs of     Does the target user        Does the point of         Does it reflect insight
            this group that are    care about the frame        difference have           into the consumer?
            currently not being    of reference?               special interest to the
            met?                                               target?


Criterion 3 Is it obvious why      Is the “playing field”      Is the benefit truly       Does it have the
                                   easy to comprehend?         single-minded and          potential to be “Long
            the user will be                                                              Term”
                                   i.e. is it clear what the   focused?
            interested in the
                                   brand substitutes for?
            brand?



                                                                                                                      26
Questions?




             27
The Big Picture: Marketing Mastery Wheel is a Planning Tool
                               Phase #1: Business Analysis
                               • Business Situation Analysis
                               • Business Objectives
Phase #5:
Execution & Measurement
                                                               Phase #2: Strategic Foundation
                                                               • Brand Positioning
                                                               • Target Identification and
                                  Planning                       Refinement (Insight and SVC)
                                                               • Marketing Objective & Challenge
                                   Steps

Phase #4: Plans / Tactics
• Communications Goal
• Integrated Marketing Plans
• Creative Strategy             Phase #3: Business Strategies
• Media Strategy
                                 • The 3-5 key business strategies that
• Digital Strategy
                                   will address your Marketing Challenge
• Advertising Campaign
                                   to achieve the Business Objective
                                                                                                   28
Strategic Value Consumer:
 Target Focus and Refinement



                               29
SVC Application within Building Brands
SVC Consumers are described for two purposes:


• Mindset of best growth prospects
 Leveragable Consumer INSIGHT (Motivation)
   – Enables organization to create meaningful point of
     difference to a group of people with similar behaviors
     and attitudes


• Measurable source of best growth prospects
   – Quantifiable Consumer BEHAVIOR
   – Enables organization to measure progress

                                                              30
What is Consumer Insight?
• Consumer Insight is the key to explaining a person’s
  motivation and behavior with respect to a product
  and brand
  – Based on an empathetic understanding of the
    consumer’s life
  – A key to a person, not a product


              It’s not what they do. It’s WHY they do it
              A clue to how the category fits within their life
              A clue to how they distinguish between brands
What is Consumer Insight?
What is Consumer Insight?
Shift from our focus to their focus.
From a product focus to a consumer focus to a
 consumer connection




 “Marketers don’t sell, consumer’s buy”
Enrich Understanding of SVC on 3 Levels


                                       Who are they as a
                                          person?
                          Consumer
                           Insight



                  Category      Brand
                  Motivation    Relevance


                                            What makes the
 Why they participate                       brand relevantly
  in the category?                             different?
                                                               34
  Example : Duncan Hines – “Today’s Bakers”



“Baking is a hot new category,                    “Baking is a passion, a form
 but mixes are not. They are                       of self-expression, a vehicle
 old and out of touch in a       Consumer          for sharing and just plain
 category where I want to be      Insight          fun”
 inspired.”

                                                           “Move out of the sea of
                                                            sameness. Share the
                       Category         Brand               passion and inspire.”
                       Motivation       Relevance



                      Brand Idea: Open a Box of Possibilities
                                                                                     35
The Big Picture: Marketing Mastery Wheel is a Planning Tool
                               Phase #1: Business Analysis
                               • Business Situation Analysis
                               • Business Objectives
Phase #5:
Execution & Measurement
                                                               Phase #2: Strategic Foundation
                                                               • Brand Positioning
                                                               • Target Identification and
                                  Planning                       Refinement (SVC)
                                                               • Marketing Objective & Challenge
                                   Steps

Phase #4: Plans / Tactics
• Communications Goal
• Integrated Marketing Plans
• Creative Strategy             Phase #3: Business Strategies
• Advertising Campaign
                                 • The 3-5 key business strategies that
                                   will address your Marketing Challenge
                                   to achieve the Business Objective
                                                                                                   36
Marketing Objective
  and Challenge




                      37
Marketing Objective

• Desired effect on Target behavior to deliver the
  brand Business Objectives (volume, share,
  profit,etc). “Increase”, “Maintain”
• Examples of Marketing Objectives: Awareness,
  Trial, Repeat, Penetration, Purchase Frequency,
  Usage Rate, Share of Requirements


• Duncan Hines Marketing Objective:
 Increase Share of Requirements
                                                     38
Marketing Challenge

The Target’s belief or behavior that needs to be changed to
 achieve Marketing Objective. (What is your primary
 hurdle that must be overcome).


• Business Objective = number to hit
• SVC (Target) = measurable group of homogeneous
  people that can get you there the fastest
• Marketing Objective = desired effect on Target (SVC)
  behavior to achieve Business Objective
• Marketing Challenge = Target’s belief/behavior that
  needs to be changed to achieve Marketing Objective
                                                              39
Duncan Hines Marketing Objective and Challenge


• Duncan Hines Marketing Objective:
  Increase Share of Requirements


• Duncan Hines Marketing Challenge:
  Consumers perceive little difference between brands
 and buy mostly on price




                                                        40
WE ARE A SEA OF SAME
WE ARE A SEA OF SAME
  Questions?
(Stretch Break)



                  43
The Big Picture: Marketing Mastery Wheel is a Planning Tool
                               Phase #1: Business Analysis
                               • Business Situation Analysis
                               • Business Objectives
Phase #5:
Execution & Measurement
                                                               Phase #2: Strategic Foundation
                                                               • Brand Positioning
                                                               • Target Identification and
                                  Planning                       Refinement (SVC)
                                                               • Marketing Objective & Challenge
                                   Steps

Phase #4: Plans / Tactics
• Communications Goal
• Integrated Marketing Plans
• Creative Strategy             Phase #3: Business Strategies
• Media Strategy
                                 • The 3-5 key business strategies that
• Digital Strategy
                                   will address your Marketing Challenge
• Advertising Campaign
                                   to achieve the Business Objective
                                                                                                   44
#4: Plans and Tactics

   -Communication Goal
     -Creative Strategy
   -Advertising Campaign




                           45
Communication Goal




                     46
Communication Goal



• The vision statement that identifies what all our
  communications together must do to answer the
  Marketing Challenge
     -- Inspirational, a “Rallying Cry”




                                                      47
Duncan Hines Communication Goal


• Marketing Challenge:
 Consumers perceive little difference between brands
 and buy mostly on price




• Communication Goal:
 Unlock your possibilities with Duncan Hines



                                                       48
Creative Strategy
  Development




                    49
Asked Creative Directors and Planners, “What is the
Purpose of the Creative Brief”



                   To Inform,


                     but also


                  To Stimulate
Goal:



• Great creative strategies remind us of the
  power of advertising before we ever see the
  work. When the strategy is exciting to read, it
  almost always increases the chances that the
  advertising will be exciting to see and to hear.




                                                     51
Advertising Strategy

     A. What is Its Role

     B. What is Its Format and Elements

     C. Who Develops and Approves It

     D. What is the Role of Research




                                          52
 What is its Role?
It is a:
   A. Road map
          What the Advertising must accomplish to help solve
           Marketing Challenge and help achieve
           Communications Goal

   B. Set of decisions
          Not wish lists.
          Make tough choices at every step.

   C. Distinctive
          If want brand communication and perception to be
           distinctive vs. competitor, strategy better be as well.



                                                                     53
What Gets in the Way:


 • “Too much jammed in”
 • “Too narrowly focused on assignment versus the
   consumer”
 • “Everything analyzed; tell us what we really need to
   know”
 • “Too much time on ‘what to say’ instead of ‘what
   ad should do’” (net impression)
Advertising Strategy


Advertising Strategy needs to link to Brand Positioning -
but does not need to replicate it


• Role of Advertising could be to focus on one aspect
  of the Positioning or a specific job (e.g. awareness)




                                                          55
B.     Format and Elements

     1. Where does the brand find itself today?
     2. What is the problem/opportunity that the advertising must
        solve?
     3. Who is the target?
     4. What is the insight we have into our consumer?
     5. What is the promise we need to communicate?
     6. What is its support?
     7. What is the tone and manner that the advertising should
        reflect?




                                                                    56
Duncan Hines

Positioning

To Today’s Passionate Bakers who love the fun of
baking but wish they could do it a bit better, Duncan
Hines is the brand of Sweet Baking Products and
Services that lets you Elevate Your Game with Ease
because it provides a Superior Mix; Breakthrough
Innovations; and Relevant Tips & Techniques




                                                        57
1. Where does the brand find itself today?

 • This section should tell the “naked truth” about
   what issues face the brand.

 • Frame for the creative team the direct/indirect and
   tangible/non-tangible issues that have relevance to
   how they might need to approach communication in
   order to motivate consumer action.

 • Capture category dynamics that impact the brand
   now or in the future.




                                                         58
Duncan Hines

 Where does the Brand Find Itself Today

 Mixes are considered “uninspired”, (82% inspired by
  baking, 21% by mixes). They are felt to be a bit stodgy
  and out of touch, (only 35% of bakers consider
  Duncan Hines to be “contemporary”). Price, form and
  flavor are the decision criteria. Inspiration, dialogue
  and community are owned by Bloggers and Facebook
  friends.




                                                            59
2. What is the problem/opportunity that
   advertising must solve?
 • Get to the crux of the matter that led to the decision
   to develop advertising – say it in English; avoid
   ‘marketing jargon”.

 • Issue should tie directly to “where the brand finds
   itself today”, (Marketing Challenge).

 • Issue should represent a problem/ opportunity that
   advertising can solve.




                                                            60
Duncan Hines

  Problem the Advertising Must Solve

   How to make Today’s Bakers as Passionate about
   Duncan Hines as they are about Baking.




                                                    61
3. Who is the target?


  • Go beyond demographics to paint a vivid picture of
    who the target is behaviorally and attitudinally.
    Avoid just listing the virtues of motherhood or all
    we know of “Hispanic women” or “women 25-54”.

  • This is the audience that advertising must persuade
    or we will blow our investment.

  • Target should relate to the “problem/ opportunity”,
    and expand upon the Positioning “Target”
    description.

                                                          62
Duncan Hines

 Target Audience
  Adult’s 21-45 (bulls-eye 35) for whom baking is more
  than a hobby or “contest”, it is a form of self-
  expression, a way of sharing and just plain fun.




                                                         63
4. What is the insight we have into our
   consumer?

  • Provide an insight into what motivates the consumer
    that you can connect to your brand. To be truly
    meaningful and deep enough it should dig beneath
    the surface of the consumer’s motivation and elicit an
    “aha”.

  • An insight should provide the Creatives with a real
    understanding of what will motivate and make our
    proposition resonate with consumers.

  • The insight should relate back to the brand problem
    or opportunity.

                                                             64
Duncan Hines
  Target Consumer Insight:

   “Baking is a passion for me and each
   experience should outstrip the last”




                                          65
5. What is the promise we need to
   communicate?

  • This is the heart of the brief. It represents a
    single strategic idea that then becomes the
    springboard for creative -- get the “benefit”
    down to one focused thought.




                                                      66
Duncan Hines


 Promise

 The Brand of Possibilities.




                               67
6. What is its support?


• Must choose no more than 1-2 points that make the
  promise credible and believable.




                                                      68
Duncan Hines


  Reason Why

  We provide the tools, ingredients, expertise and
   inspiration that allows Today’s Bakers to get
   more out of baking, every time.




                                                     69
7. What is the tone and manner that the advertising
   should reflect?

  • Tone and manner (brand character) describes the
    image or personality that our advertising should
    build and maintain.
  • Reflects relationship between brand and its
    consumer. Even more essential in sustaining that
    relationship long-term.
  • Must be consistent over time. Continued changes in
    tone dilute brand image.
  • Can help differentiate versus competition.


                                                         70
Duncan Hines

   Tone and Manner

    “Bake On”
   A celebration of the act of creation. The raw
    emotional joy of baking. Leading bakers on a
    journey of inspiration; leaving the 1950’s behind
    and putting a whole new modern soundtrack to
    baking.




                                                        71
Advertising Strategy Evaluation


Several questions to help evaluate the quality of thinking:

     1. Does the advertising strategy excite you?
     2. Is it distinctive to your brands?
     3. Is it single-minded?
     4. Can advertising really do that?
     5. Insight? Or just information?
     6. Which one (reason why)?
     7. If it ain’t on the paper, don’t expect it to be in the
        advertising

                                                                 72
C. Who Develops It?
• Joint responsibility
    – Agency - Account Executive/Planner
    – Client - Senior Brand Manager

• Who approves it
    – Timing
    – Number of meetings
    – Attendance




                                           73
D. Role of Research

 • Integral, continuous part of copy development

 • Upfront research every bit as critical as “evaluative”
   phase
    – Market structure
    – Consumer need states/perceptions/insights
    – Product benefits/reasons to believe
    – Competitive assessment




                                                            74
75
Appendix




           76
Benefit Ladder




                 77
The Benefit Ladder defines the range of benefits
from rational product attributes to emotional
benefits to the consumer




                                                   78
Role of Benefit Ladder
    • The Benefit Ladder can help identify the most compelling,
      relevant Point of Difference for the Brand Positioning and
      where the brand should compete



    • Typically, build the Benefit Ladder from the bottom up



    • There should be linkage from one level to the next



    • Similar to the Positioning Statement, the Brands and
      Market Research are responsible for its development with
      Agency input – and it should only be changed where
      Positioning change appropriate

                                                                   79
Benefit Ladder:
Defines range of benefits from rational product attributes to emotional
end benefits

  Emotional Benefit              How the consumer feels about those benefits



  Consumer Benefit              What the product provides the consumer



  Product Benefit               What the product’s attributes provide/deliver



  Product Attribute             Functional/physical/tangible qualities about the
                                product



 Best to start at the bottom with identification of attributes and work up the ladder


                                                                                        80
Benefit Ladder - Examples

                            Michelin Tires

Emotional Benefit               Good Dad

                            Keep control of car/
Consumer Benefit
                              safe driving in
                            adverse conditions
Product Benefit
                             Won’t hydroplane

Product Attribute       Special design for road
                        contact through water


                                                   81
             Oreo Benefit Ladder and Positioning
Brand Ladder
  Emotional Benefit     Lets people connect in powerfully simple ways



  Consumer Benefit       Moments of childlike delight



  Product Benefit       “Twist, Lick and Dunking” fun



  Product Attributes    Delicious, smooth vanilla crème sandwiched between crunchy
  d                     dark chocolate cookies

Brand Positioning

                To Moms who value the special times spent with family,
                           Oreo is the brand of sweet snack
                       that creates moments of childlike delight
                because everyone loves its twist, lick and dunking fun
                                                                                     82
              Planters Benefit Ladder and Positioning
Brand Ladder
  Emotional Benefit       A totally satisfying snacking experience



  Consumer Benefit         Makes you feel you’ve got the best tasting



  Product Benefit         Each and every nut consistently delivers freshest taste



  Product Attributes      The highest quality nuts roasted and packaged with expertise


Brand Positioning

   To discerning nut lovers who sometimes make tradeoffs yet want to feel good about
  their choices, Planters is the snack nuts that make you feel you’ve got the best tasting
             because each and every nut consistently delivers freshest taste


                                                                                             83
SVC Process Should Optimize Marketing
and Spending Through More Analytic Rigor
                                  -Identifies strategically valuable behavior
                -Creates healthy discussion about valuable behavior and consumer dynamics

                                                             Buying                            %
  Consumer                    %                Penetration    Rate    Marketing Marketing Spending % Growth
   Group*         % Users   Volume       SOR     Trends      Trends   Objectives Challenge Allocation Expected

Heavy Loyals

   Heavy
  Switchers
 Light Loyals
    Light
  Switchers
Lapsed Users

  Non Users

    Total
                    100      100                                                             100        100
  Franchise



*Use any groups most relevant to Brand
                                                                                                              84
Brands with clear understanding of Marketing
Challenges Get to Sharper Solutions
 Marketing Objective   Marketing Challenges:
                       • Boca: Consumers don’t believe that
                         meatless products can taste as good
                         as real meat (Belief)
 Build Awareness
                       • DiGiorno: Consumers don’t believe
                         that you can get restaurant quality
                         pizza at home (Belief)
Increase Buy-Rate
                       • Philly: Consumers are using butter
                         instead of soft Philly in the morning
                         (Behavior)
 Build Penetration     • LifeSavers: Consumers are dabbling
                         in Chewy candies (Behavior)

                       • Oscar Ham: Consumers don’t think
                         beyond Bacon & Hot Dogs(Belief)
                                                                 85
    Brand Positioning                 Strategy (Benefit)


• To women who are the           • Cool Whip transforms, i.e., it
  creators and preservers of       makes everything a little
  special everyday moments         more delightful, fun and
  and memories, Cool Whip is       special… both the food and
  the brand of whipped             the occasion
  topping that transforms your        – Everything looks and
  family’s favorites into               tastes better with Cool
  something special                     Whip




                                                                    86

								
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