VIEWS: 4,042 PAGES: 21 CATEGORY: Brand Management POSTED ON: 9/30/2009
PowerPoint presentation that includes the kinds of data that is typically available to brand and product managers. The presentation includes sections on; developing and introducing new products in a market, formulating strategies, managing campaigns, advertising, and working with the media.
Table of Contents Developing & Introducing new Products in a Market ……………… Slide 3 – 5 Formulating Strategies ……………… Slide 6 – 9 Managing Campaigns ……………….. Slide 10 – 13 Advertising ………………………………… Slide 14 – 16 Working with the Media ……………. Slide 17 – 21 Developing & Introducing new Products in a Market Promotional Campaigns What are Promotional Campaigns? Promotional campaigns are ways to get ideas about your products or services out to your potential customers. Depending on your target market and on the kind of campaign you want, you may decide to use some or all of these approaches that follow to promote your products or services. Certain kinds of campaigns are not suited for some products or services. By using a combination of different activities, you can develop a custom campaign that is perfect for what you want to make happen. Which Campaign Should You Use? Kinds of promotional Your decision on which campaigns: Brochures & Newsletters campaign to use will depend Cash Back Incentives on: Celebrity Endorsements Competitions Conferences and Seminars The outcomes that you want Coupons Direct Mail-outs The target audience Discounts Newspaper Stories The type of product or service Open House Personal Networking How the product or service is Point of Sale Advertising Presentations distributed Product Demonstrations Product Launches Your budget Formulating Strategies For Managing Your Product Line Formulating Strategies … Launching your campaign Targeting Your Audience When you are deciding when Use product launches to: and where to launch your campaign, give some thought Showcase your product or to just how many consumers service will be exposed to the campaign, and how many Raise your Company’s profile more customers you expect to get. Introduce a brand new product If you don’t consider this, you line or service may end up spending too Introduce a new release or new much time (and money) trying to reach people who are features to an existing product not likely to ever become your Introduce your product in a customers. brand new market Formulating Strategies … Product sampling & In this scenario, you could use advertising a campaign like product On that same note, if you want to sell diet juice to a sampling and advertising that wider customer base, and if highlights the tasty qualities the target audience views of the product (as long as it the diet juice as inferior in quality to a competitor’s really is tasty!) juice, offering discounts or a sales promotion aimed at The main focus here is to increasing sales probably change customer attitudes, won’t be effective. and have a positive effect on sales. Formulating Strategies … To build, leverage, and Advertising is one of the most defend your brand important and best known parts of a The objectives of the promotional campaign. It covers a advertizing campaign wide variety of communication should be spelled out in channels, and gives you the the promotion plan, and fit opportunity to reach massive in well with the overall numbers of people. marketing strategy. Quality advertising campaigns can be expensive. It is very important for you to get the message, medium and target audience right, otherwise it can wind up to be a waste of your efforts and money. Managing Campaigns To Influence Customer & Trade Behavior Establishing a Brand Architecture Define promotional Consult with designated objectives individuals & groups Usually established Management when the overall Customers marketing plan is Stakeholders created. External organizations Objectives are part of the integrated Colleagues marketing plan Define your objectives by referring to that plan Defining Objectives To define objectives for 1. Where are we now? individual promotional activities it may be useful 2. Where do we want to to address the following be? questions: 3. What do consumers know about the product? 4. What are consumer’s attitudes about our product? Which Medium Should You Use? Once the decision to advertise has Newspapers been made, you need to decide which advertising medium to use. Packaging There are a lot of advertising options available some of which include: Phone Directories Postcards Billboards Posters Brochures Television Direct Mail Transport Vehicles Fliers Websites Magazines Advertising Advertising Messages & Advertising Data Types of Advertising Messages Another important thing Informational to consider when developing your The message gives information to advertising campaign is the customer. the kind of message you are trying to convey. Inspirational The message associates an image or status with the product. Transformational The message provokes a response or change in behavior. Working with Your Advertising Data If you are using the A visual image of the product advertisement specifically to promote a The benefits to the customer particular product or service, it needs to Product name include the following information: Company name/logo Purchasing information Supplier contact/details ABC Grout Cleaning Services Working with the Media Media Announcements & Press Releases Media Announcements Because so many people watch, listen to, or read media output, you are able to reach a large number of potential customers for a nominal cost. This is a powerful tool that you can use to get your products or services noticed. Media announcements can be used to promote products and to explain their benefits. They can be used to publicize special events, and to comment on industry issues. Press Releases Also called news releases, they provide concise information in a journalistic style. If a media announcement is of interest or relevant to the media’s target audience, it can be included either in its entirety. Or it can be used as the foundation for another story that is released. Press Releases Press releases can be used as a catalyst for stories: In local and metropolitan newspapers On the radio and on television In specialist and trade magazines On Internet news sites On media services A Few Words of Caution… About the Media Consider if there is any Keep in mind that while you disparaging information that may can use the media to your be exposed if you seek media advantage, you cannot control how the media will attention and whether the risk is use the information. acceptable when comparing it You cannot gauge the kinds with the potential benefits. of questions that reporters may ask. Identify any controversial aspects of your products or services (e.g. genetically modified ingredients, labor issues, etc.) so that you can respond if necessary. o that you can respond if necessary.
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