the evolution of marketing revolution
DESCRIPTION
What is that ? “This guide will help you in your product management plan/marketing plan/brand development plan even personal development plan.” more about me see: http://www.slideshare.net/AbdulrhmanTantawy/atantawy-visual-resume #AbdelRhman TantawyTRANSCRIPT
Evolution of The
Marketing Revolution
What is that ?
“This guide will help you in your product management plan/marketing plan/brand
development plan, even personal development plan.”
Since the world collapsed, the market became challenging, the
competition exploded & the globalization opened fire on the local and
multinational companies.
we should think again about marketing strategies and the way we think about product
management.
It is all about
Creating a new product
Establishing a new brand
Entering a new market
Controling a new segment
We will do it together, a case study about a new product activation to start with, I
don’t know anything about it yet, but together we will create a kick ass product and
dominate the market with it.
To create new brand we will go through four main stations,
.
#1
Scout
#2
Tactics
#3
Communication
“It is not about good idea, it is about how we implement it.”
SCOUT
#1 #1
Scout
What is Product management
The pressure to:
Deliver the right product
With the right price
In the right timeframe
Companies who succeed are the ones who: define, produce and
promote their products more efficiently and more effectively.
Selecting the right product means
Increasing , improving profits and
a huge efficiency gain across your company.
sales
ideas
“All great Brand comes from great product”.
An
Case Study #1
Apple
Apple:
This brand comes from the most successful apple Macintosh, The super PC,
as it can be for personal usage and as a work station for professional users.
Home user professional
user Apple Work
Station
The next step for apple was the iPhone, the
most successful phone ever, they just create
new market, innovation in mobile technology,
The Next step was in 2010, with the iPad.
They did it again with the best selling personal
gadget in the decade.
That’s why we can say it is all about great products. such products will create great brands
with minimum branding investment.
Name + Identity = Symbol
Symbol + Concept = Brand
Brand + Experience = Perception
Symbols do not represent brands
directly; instead, symbols recall to
minds the name of the brand that’s associated with perception
Ex:
Steve jobs is a brand symbol which
reflects a brand perception as an
innovative brand.
Some buy Apple because of him
Product
Selection
Process
Personal care market
categorized to:
1. Hair
a. Shampoo
b. Gels
c. Tanning
d. Nutrition and special situation
2. Skin and body care
a. Creams and lotions
b. Sun protection and tanning
c. Anti-ageing and nutrition
d. Special skin caring/treatment
3. Mouth
a. Tooth pasts
b. Mouth wash
c. Cavity cleaners
4. Perfumes/body spray
a. Body spray
b. Body splash
c. Perfumes
5. Shaving
a. Pasts
b. Foam
c. Gels
d. Aftershave.
In our case I will assume
that we work in cosmetics
products, and this
categorized to :
1. Hair
a. Shampoo
b. Gels
c. Tanning
d. Nutrition and special situation
2. Skin and body care
a. Creams and lotions
b. Sun protection and tanning
c. Anti-ageing and nutrition
d. Special skin caring/treatment
3. Mouth
a. Tooth pasts
b. Mouth wash
c. Cavity cleaners
4. Perfumes/body spray
a. Body spray
b. Body splash
c. Perfumes
5. Shaving
a. Pasts
b. Foam
c. Gels
d. Aftershave.
In each category we can find a market gap:
Non covered target segments (A,B and C class variation)
Unavailable product form (size or way or use it)
Empty positioning (unique position for Egyptian market)
Unmatched quality (current products quality are too bad or too good )
Market monopoly (market size can handle two brand names)
In our case I will assume
that we work in cosmetics
products, and this
categorized to :
1. Hair
a. Shampoo
b. Gels
c. Tanning
d. Nutrition and special situation
2. Skin and body care
a. Creams and lotions
b. Sun protection and tanning
c. Anti-ageing and nutrition
d. Special skin caring/treatment
3. Mouth
a. Tooth pasts
b. Mouth wash
c. Cavity cleaners
4. Perfumes/body spray
a. Body spray
b. Body splash
c. Perfumes
5. Shaving
a. Pasts
b. Foam
c. Gels
d. Aftershave.
In each category we can find a market gap. Or we can create new product for new need.
Market gap stop points:
Uncovered target segment (A,B and C class variation)
Unavailable product form (size or way or use it)
Empty positioning (unique position for Egyptian market)
Unmatched quality (current products quality are too bad or too good )
Market monopoly (market size can handle two brand names)
But in the world of brand it doesn’t work like this
it is all about Concept, Position, Brand image and Perception
in the people minds. Brands must be deeply implanted in minds.
We can take as example. AXE
DOVE
Gillette
Adidas
Rexona
Nevia
Sometimes we forget the
products behind these brand.
But we always remember its
sauces and its selling lines,
The selling line (CONCEPT) always comes with the brand
After that we can add any product category under it
It will match this brand with a carful brand development plan
From “THE ULTIMATE BRAND”
take a look how they create
brands
Perception Experience Product
Brand
Name
Customer MIND
Brand
Measurement
Symbol
individuals
Choosing the product is based on:
• Behavior
• Positioning
That reflects the brand’s value.
Choosing the product is based on:
• Behavior
• Positioning
That reflects the brand’s value.
Individualism
Expectation
Perception
Choosing the product is based on:
• Behavior
• Positioning
That reflects the brand’s value.
Individualism
Expectation
Perception
Identity
Concept
Name
Kick Ass Brand
Perception
Product
Concept
In the same time we need it universal as much as possible to help us in
diversification. One brand for several products
(brand building is an extremely difficult , we should up-use the brand as much as we can in future diversifications)
Collect this
Market situation
Market audit
Situation analysis
Mystery shopper
Culture difference
Market Gaps
Blend it
Collect this
Market situation
Market audit
Situation analysis
Mystery shopper
Culture difference
Market Gaps
Blend it
Collect this
Market situation
Market audit
Situation analysis
Mystery shopper
Culture difference
Market Gaps
Marketing
Plan
Segmentation
Targeting and
positioning
4Ps
POSITIONING Battle of your mind
Both
elegant
and fast
Perception depends on individual values, goals, needs and expectations.
Creating great brand means high value perception to specific target segment.
You can find more about positioning in Jack
Trout Book
“Positioning: The Battle for your mind”
Let’s start,,
by selecting a winning product
Use “The Branding recipe”
choose
a big
Product
Using market researches
and audits we can clearly
the market
Upgrade
and add
your touch
Mix this product with
your carefully chosen
brand PERCEPTION
Brand fits with TARGET SEGMENT
& can easily diversified to other
CATEGORY without affecting the
brand image and value.
Use “The Branding recipe”
1st
2nd
3rd
#2
Tactics
“Plan or be planned for ”.
S i m p l e & C l e a r
You should Know THE PATH
Who u r What to be
In Science
Situation
analysis
Product
Concept
Perception
Objective
The main objective of Strategic Planning is to form the right objective for the brand
Just tell us what is the reason behind all of this
Situation
analysis
Product
Concept
Perception Objective
Brand Development Plan
The most important step, it is a 5year plan for brand future. For brand development
you should consider:
Situation
analysis
Product
Brand
DEVELOPMENT
PLAN
Concept
Perception Objective
Brand Development Plan
The most important step, it is a 5year plan for brand future. For brand development
you should consider:
Situation
analysis
Product
Brand
DEVELOPMENT
PLAN
Concept
Perception Objective
Product Management Brand Management
Product Management
Brand Management
To know the simple steps for Product
management take a look at:
“16 Steps Product Management”
See http://www.slideshare.net/AbdulrhmanTantawy
/16-steps-product-managmentax-tantawy
A lot of people don’t care about brand identity, that is why they had low image brands, local
brands, slow growing brands.
The Brand Image is the brand personality and characteristics, which reflect the brand concept and
perception.
Situation
analysis
Product
Brand
DEVELOPMENT
PLAN
Concept
Perception Objective
Product Management
Brand Management
Brand Identity
Brand Identity
Before any communication we shall start our marketing plan, then we will proceed with
concept creating
Focus on segmentation/targeting/positioning and the 4P’s
Situation
analysis
Product
Brand
DEVELOPMENT
PLAN
Concept
Perception Objective
Brand Identity
Marketing Plan
Marketing Plan
There is a big conflict between this two steps
Brand Identity Marketing Plan
Creative Process Analytical Process
Right Brain Left brain
That’s why you need
“THE 5 BRAND DISCIPLINES” OF BRAND-BUILDING
“THE 5 BRAND
DISCIPLINES” Charismatic
Brand
Take a look at this one for more about “THE 5
BRAND DISCIPLINES” in
“Why Branding ?” Clean Your Brand
http://www.slideshare.net/AbdulrhmanTantawy
/clean-your-brand See
Marketing Plan
Brand Identity
Product data sheet
Production
To find out the right
positioning
Then work on briefing
The right theme with
right symbols
Form, feature and Quality
them creating cost breakdown
for the right pricing strategy
Logo-Type Identity
Packing uniform
POS’s Theme
Product Data Sheet
Cost Breakdown
THEN START COMMUNICATING
#3
Communication
Based on your job title
your role in this step will change.
Brand manager Briefing
Marketing Executive Integrated marketing communication (IMC)
Creative Director Creative Idea Generation
Art Director Master visuals
Job Title Role
The Right
Brand manager Briefing
Marketing Executive Integrated marketing communication (IMC)
Creative Director Creative Idea Generation
Art Director Master visuals
Kick A**
Campaign
I recommend to take a look at below plans to
know more about communication
FMCG IMC campaign Pharmaceutical IMC campaign
http://www.slideshare.net/Ab
dulrhmanTantawy/ove-
product-management-plan
http://www.slideshare.net/Ab
dulrhmanTantawy/fayrouz-
imc-plan-designs-options
http://www.slideshare.net/Ab
dulrhmanTantawy/napi-fit-
imc-campaign-atantawy
http://www.slideshare.net/Ab
dulrhmanTantawy/dispercam-
marketing-plan-axtantawy
One More Thing,
FOCUS
FOCUS
Objective
Target
segment
Positioning
Concept
Master
Visual
Marketing
Plan Brand
Identity
In all project
elements
reference
Tantawy Laptop
The Ultimate Brand-Book
22 immutable laws of branding, Jack trout-Book
acknowledgements
Mahmad El-Kamisy
Radwa Madkowr
Mohamed H.Mabrouk
Mahmoud Hamam
Steven Jobs
The uknown man