Report on Rolex Marketing Strategy

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Report on Rolex Marketing Strategy Powered By Docstoc
					Brand Leadership
  Aaker and Joachimsthaler

         Chapter2
        Identifying Your Market Strategy
   How to Segment the Market              Benefits that customers in each
   Define the Markets for the Product      segment derive from the product:
   Identify Scope and Dimensions of        Economics, Better Performance,
    each Market: Size, Profitability        Cost
   Expected Segment Growth                Reasons for buying the product by
                                            segment: Features, Awareness, Price,
   Requirements for success in each        Advertising, Promotion, Packaging,
    market                                  Display, Sales Assistance
   Market standing with established       Customer Attitudes by Segment:
    customers in each segment: Share,       Brand Awareness, Brand Image
    Pattern of repeat business, Expansion   Mapping
    of customer’s product use, Reputation
                                           Purchase and Use Habits
                                           Product’s Life Cycle Position
               Mind the Gap
                    Compliance
Top Management        Gap      Quality as desired
Quality Plan                   by Customer
     Involvement Gap             Realization Gap

    Point of           ACTUAL            Value
    View Gap           QUALITY           Gap
                       RESULT

     Planning Gap                Perception Gap
Quality as perceived            Quality as perceived
by Personnel                    by Customer
                 Comprehension Gap
        Strategic Brand Analysis




How to Segment? Which Segments? Segment Size & Dynamics
Competitive Analysis… Differentiation, Strengths and Strategies

Self Analysis: Resources, Capabilities, Ability to Deliver
    Brand Equity Measures

Loyalty   Quality   Associations Awareness     Performance
Price Premium
Customer Satisfaction
          Perceived Quality
          Leadership/Popularity
                     Brand Personality
                     Organizational Associations

                                   Awareness
                                                   Market Share
                                                   Distribution
Comparative Products
        Brand Identity System
Elements of
Brand Identity:

Leadership

Friendship

Trust

Relationship

 Richness
 Texture
 Clarity
Value Propositions
      12 Categories of Brand
      Identification
Brand as a Product            Brand as an
1.   Product Scope            Organization
2.   Product Attributes
                              7. Organizational Attributes
3.   Quality/Value
                                 (Innovation, Concern, Trust)
4.   Uses
                              8. Local vs. Global
5.   Users
6.   Country of Origin
Brand as a Person              Brand as a Symbol
9. Personality                    11. Visual Image/Metaphors
    (Genuine, energetic, rugged…) 12. Brand Heritage
10. Customer/Brand Relationships
    Brand Essence

   2-4 Dimensions describe the brand

    …. But we want…
   A Single Thought that Describes the Brand

    A Better Choice…
    When Your Family’s Safety is at Risk…
    Don’t Leave Home Without It…
    Quality is #1

   Timeless… A brand mission statement
    Brand Essence

 What a Brand Is…Functional Benefits
 What a Brand Does…

Emotional Self Expressive           Benefits… Hallmark,
Volvo, Nordstrom, Levi’s, Michelin
Owned Associations
Aspirations…Roles, self concept
Relationships…Relationships: friend,
mentor, advisor, enabler, mother, buddy, son
             Fedex


 Values

Emotional
Benefits

Functional
Benefits


Functional
Attributes
    Brand Identity
Implementation System
Avoid a Limited Brand Perspective
    Avoid a Limited Brand Perspective

   User Imagery
   Country of Origin
   Organizational Associations
   Brand Personality
   Symbols
   Brand/Customer Relationships
   Self Expressive Benefits
   Emotional Benefits
          Link to a
Compelling Functional Benefit
         Use Constructs that Fit and help
                                          AVERAGE SUBJECT CONFIGURATION & VECTORS


                                             CORRELATION WITH SEMANTIC DIFFERENTIAL SCALES

Does It…                1                                   SPORTY
                        0.9                                                    FRESH
                        0.8                                           300 ZX      MASCULINE
Capture Important Element?MUSTANG
                        0.7
                        0.6
                                                              PORSCHE
                                                                          EXCITING
                                                                                     SWIFT
                                                             CORVETTE                 RELIABLE
                        0.5                                                            BOLD
           SPORTINESS




                        0.4                                                               UNCONVENTIONAL
Differentiate from Competition?
                        0.3                                                               STRONG
                        0.2            ESCORT
                        0.1
Resonate with Customer?  0
                                                                                           SOPHISTICATED
                        -0.1                                                               ELEGANT
                        -0.2      CHEVETTE                                                 COMPLEX
                        -0.3                                                   JAGUAR
Energize Employees?     -0.4
                        -0.5                 RENAULT
                        -0.6                                                   MERCEDES
Is it Believable?       -0.7                                LINCOLN            CADILLAC
                        -0.8
                         -1.6   -1.2      -0.8     -0.4        0        0.4        0.8     1.2      1.6
                                                            LUXURIOUSNESS
            Generate Deep Customer Insight
Deep Personal Interviews

Habits and Uses Study
(Specific uses and problems)


Emotions
(anger, discontent, worry, sadness,
fear, shame, guilt, envy, loneliness,
romantic love, love, peacefullness,
relief, contentment, eagerness, pride,
optimism, joy, excitement, surprise)


Cohort Analysis
(Events of a generation)

Archetype Research
(childhood… Folgers)
    Understand Competition

 Comparative advertisements
  (Strength, Caring, Looking to the Future)
 Outliers
 Annual Report
 Brand Images… Customer evaluation,
  personalities, metaphors
    Multiple Brand Identities

 Split Geographically
 Split by market segments
 Common Identity is the Best Conservator of
  Resources…
    Make the Brand Identity Drive
    the Implementation Strategy
   Organizational Buy-In

				
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