Post on 08-Jan-2017
transcript
BREFMARKETING PLANGROUP 6
BondingCustomer Loyalty
AdvantageValue add-ons
PerformanceHigh quality from experience
RelevanceImage- Henkel’s product, innovative
PresenceBrand awareness
Now
Aim
BRAND EQUITY
PART 1
VALUE PROPOSITION
COMPETITIVE ADVANTAGE
DEFINING THE MARKET
MARKET SHARE● Geographically different ● Germany: the 3rd player ● Slovenia: the leading brand● Belgium: the leading brand● France: small market share
MAIN COMPETITORS
MAIN COMPETITORS
WHERE BREF STANDS..
Perceptual mapping for repositioning/ new product opportunities.
ENVIRONMENT ANALYSIS
CUSTOMER NEEDS- Health care
- Time saving
- Effort saving
- Cost effectiveness
- Environment protection
- Fragrances
PORTER’S 5 FORCES
SWOT
SEGMENTATION
TARGETING -Regular/stable -Large segment size
-Healthy clean environment-Multi-purpose cleaning equipment-Convenient and efficient products
-Lower risk activity-Challenge-successful brand identity creation-Huge competition-Primary objective: gain loyalty
DEMAND
UNDIFFERENTIATED MARKET
TARGET CUSTOMERS
REPOSITIONING
PART 2
THE PRODUCT
STAGE● Home care product in a
maturity stage● Low growth in demand● Decreased profit growth● Fierce competition● Search for new market
segmentation
Price strategy● high-on-quality● relatively low-on-price● Product quality leadership
Promotional priceIncentives:
Customer / Financial / Product
Discriminatory pricing
In terms of: Location / Time / Channel / Product form
PRICE CONSIDERATION
Low PriceHighest
PriceLowest Price High Price
RelativePerceived
Quality
RelativeAdvertising
Budget
PRICE COMPARISON
BREF has cooperated with big e-commerce companies
• B to C
• B to B
• Discount websites
• YoutubeBrand Channel
MARKETING CHANNELS
PART 3
COMMUNICATION MIX
COMMUNICATION STRATEGY
BIG TIME promotions required!!
When only BREF is googled, look what comes up!
OBJECTIVES
PROMOTIONS..
CO-BRANDING & SPONSORSHIP
La Cornue
Toto
NEW PROMOTIONAL IDEASSOCIAL MEDIA
Bref-dream-balls
CORPORATE RESPONSIBILITY
● Responsibility towards people:○ Product safety (smell, touch,remains)
● Responsibility towards the environment:○ product should be environment friendly○ package reusable
● Closely follow the global warming○ Carbon footprint
● Labor rights○ women's rights○ anti-discrimination
- Health & environmental concerns
- Key-Brand awareness for competition
- Advantage-High cost effectiveness + all purpose cleaner
- Attention to new potential segments
- Unconventional promotions
- Repositioning- higher quality + popularity
- Innovation + product portfolio
- Segment pricing- Integrated channels →
increase cost effectiveness
- Traditional + unconventional promotion mix
BREF: All Purpose Cleaner
SITUATION STP 4 Ps
SUMMARY
grateful for your time!
Happy cleaning, now thanks to