Bm 10 mr and e-marketing

“ We can, We will ”

Brand Marketing 10

Marketing Research / IP / E-Marketing

Shim, Jae hak

2015-05-04

Cold Call

2015-05-04 Shim, Jaehak ([email protected]) 2

Why CSR

Brand Reputation.?

Contents

1

E-Marketing & Brand2

Marketing Research for Brand

3 Legal Protection for Brand

2015-05-04 Shim, Jaehak ([email protected])

What we will discuss and achieve today ?

3

Definition of

marketing research

The systematic gathering, recording, and analysis of

data about issues relating to marketing products and

services

(McDonald, Malcolm (2007), Marketing Plans (6th ed.)

Consumer R / Trade R

Quantitative R / Qualitative R

Ad-hoc R / Tracking R

Market Research vs. Marketing Research


Why Do We Need ?

How can you know you are in right track ?

How can you get ground truth about the viability of your

marketing idea?

How can you say your brand is health ?

We Needs information and data ...


Give Me Credible

Information / Data

Behavioral data reveals in-market performance:

What is my brand‟s market share and its trends?

Does it have strong penetration and loyalty?

Does it operate in a growing category?

Attitudinal data deconstructs the consumers‟ feelings

towards the brand:

Do they love my brand?

What tangible and intangible associations do consumers have of

my brand?

Are they open to other brands?

Are they beginning to feel anxious about the category in which

my brand operates?


Marketing Research

Marketing decisions need the support of marketing

research in order

To be viewed favorably by customer

To stand up to completion and other external pressures

To reduce trial and error (Too huge risk)

Also, Marketing Research as foundation of the marketing

To give a picture of what is occurring (or likely to occur) and

when done well

To offers alternative choice that can be made

To give the Insight of consumer

To justify the decision



Identify the

Information

Requirement

Problem

Definition

Choose Unit

of Analysis

Examine Data

Availability

Assess Value

of Research

Research

Design

Analyzing

Data

What information do I need

and why ?Problem, Issues, Effect on Action

Target & its scope, Global or

Local ?

Secondary data ?

Effectiveness & budget ?

Data collection ?

Research

Methodology ?

Implication

of Data ?

Marketing Research

Process

Importance of

Information

“ Information is a critical ingredient in formulating and

implementing a successful marketing strategy”

Key of Brand Managers should understand

The importance of information technology and marketing

information system as strategic assets

How to manage the marketing information collection system and

marketing research efforts

To formal market research process


How P&G sells $76

billion to the world?

“ We often find consumers can’t articulate it. That’s why we need

to have a culture where we are understanding. There can’t be

detachment. You can’t just live away from the consumer and the

brand and hope to gain your insights from data or reading or

talking to academics. You have to be experiential. And some of

our best ideas are coming from people getting out there and

experiencing and listening.”

(Jim Stengel, Global Marketing Officer at P&G)


For More, Visit & Read

http://money.cnn.com/magazines/fortune/fo

rtune_archive/2007/09/17/100258870/?pos

tversion=2007090511

Primary Information : The initial data collected during the

research process

The 2ndary Information : Collecting and processing data

from

Published or researched by others

Usually save time & budget with larger database

Internal source / Personal source

Global network as competitive advantage

Internal local people


Source of Information

Respect internal information source

Our principal sources are internal. We have a very well-informed

and able overseas establishment. The local people have a double

advantage. They know the local scene and they know our

business. Therefore, they are an excellent source. They know

what we are interested in learning, and because of their local

knowledge they are able to effectively cover available

information from all sources.

(Source : Nestle Headquarters Executive,

Global Marketing, Warren J.)


Information Technology for

Brand Management

IT : An organization‟s processes for creating, storing,

exchanging , using and managing information.

MIS should cover company's internal information and external

environment (global & local) including customers and competitors

IT is not show up or toy but strategic tool going together with

marketer

“My vision is to design, build, sell and maintain cars. Everything I

do is directly linked to this, to the urgent need to increase turnover,

margins, and brand image. Every single investment and

express in the IT field has to be driven by the vision.”

(Jean-Pierre Corniou,

Chief Information Officer at Renault)


Formal Marketing

Research

Systematic gathering with the given purpose

Two different objectives and ways

Continuous regular research

• Tracking the trends of the business

• Ex) Brand Health Index, Retail Audit

Ad-hoc research

• Project specifics

The challenge of Global market research

National differences that influenced the way

information can be obtained

Cultural, linguistic, economic, political,

religious, historical and market difference


Global Market

Research Firms


Rank Firm NameHome

Country

Research

Revenue (2004)Competitive Focus

1 VNU NVUS &

Netherlands$ 3.4 B

Nielsen – Media

research, Retail audit

2Taylor Nelson

Sofres PLCUK $ 1.7 B

Qualitative, Social

research

3 IMS Health Inc. US $ 1.6 BPharmaceutical &

Healthcare

4 Kantar GroupUS (WPP

group)$ 1.1 B Brand Health & Media

5 Gfk Group Germany $ 0.9 BConsumer tracking

survey, health care

AMI PinPointTM

Brand image positioning & strategic attributes analysis

Example of Leading

Research Program


Shaping A New Vision For

Tracking


Tracking


Tracking


Tracking


Tracking


Tracking


Tracking

Shaping A New Vision For Tracking


Tracking




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Tracking



Tracking


Tracking


Tracking


Asia’s Premier Brand Equity Tracking

Research Technique

BrandVisionTM

Continuous evaluation of brand health & advertising effectiveness

The Conversion Model®

Brand equity strength & measurement

AMI PinPointTM

Conversion ModelTM

Wo rld cla ss research t hro ug ho ut AsiaWo rld cla ss research t hro ug ho ut Asia RefRef : J: \WALKER\GENERAL\PRESENT\: J: \WALKER\GENERAL\PRESENT\ 1098NEW1098NEW.PPT.PPT nn 1515

Asia Market Intelligence

Wo rld cla ss research t hro ug ho ut Asia Conf ident ial

AMI CSM®

Understanding & strengthening customer relationships

17-Jul-99 n 3World class research throughout Asia

An AcuPOLL SessionAn AcuPOLL Session

RespondentsEnter

responses on Keypads &

follow

questions in QuestionnaireClients & Research Team Monitoring responses

Data

Technician Monitoring

& Checking

responses

"Moderator" - Reading all questions - Describing Concepts - Qualitative probing AcuPOLL®

Central location based new product concept testing

Novaction®

Market simulation model for brand and product development

NOVACTION

11 AVENUE DUBONNET 92407 COURBEVOIE CEDEX - TEL: 49.04.43.33

SALESBRANDMIX

OPERATINGMIXWHATIF?

WHY?HOW

MUCH

?

PROFITABLE BRAND DEVELOPMENT

DEVELOPPEMENT DE MARQUES PROFITABLES

ENTWICKLUNG ERFOLGREICHER MARKEN

LO SVILUPPO DI UN PRODOTTO PROFITTABILE

ES DESARROLLO DE MARCAS RENTABLES

Q Quest (AMI Sensory)

Product and packaging concept testing

2009/4/18 n 13World class research throughout Asia

AMI Sensory: Facial Scale How much do you like this product altogether?

How much do you like the look of the product?

How much do you like the feeling of this productin your mouth?

How much do you like the taste of this product?

- Page 1 -N:\MIRANDA\ADCHECK\STD-RPT.PPT

Confidential

AdCheckTM

AMI AdCheckTM

Advertising concept testing

Example of Leading

Research Program

Pricing ResearchPricing Research

Invaluable input to effective pricing decision

2015-05-04 17Shim, Jaehak ([email protected])

?“Will They Be Our Customers In A Year’s

Time?”.

Brand Healthiness

Brand Healthiness measures

should indicate whether: our customers are likely to remain

with us.

our brand holds appeal to non-

users.

Research that measures past or

current behaviour alone can only

tell us where we are at the

moment.

The real value is providing

insight on where we are going.


Measuring Brand

Strength

For right marketing decision we need psychological analysis

of commitment to brands, incorporating measures of

InvolvementSatisfactionAttitudes

Commitment


Brand ProtectionIntellectual Property

IP provide legal protection for some of the most

important aspects of a brand

Common coverage : the name, logo, label designs,

packaging shapes, advertising, slogans, domain names

and sometimes the product itself

Purpose of the rights

To be essentially preventative in effect

To encourage investment and innovation and to discourage

copying


Assigning or Licensing

IP may be bought, sold, mortgaged or leased

An important business opportunity and source of income.

Rights tend to be national with every country having its

own laws and Owning a right in one country does not

necessarily mean the right is held in another country.

The main rights associated with brands are:

Trademarks (registered or common law)

Copyright and database rights

Designs

Patents

Unfair competition/passing off

Trade secrets/confidentiality.


Brand ProtectionIntellectual Property

Trademarks

Choose new trademarks carefully.

Make sure they aren‟t being used by others.

Register the trademark.

Make sure you use them correctly.

Control their use when licensing and Take action against misuse

Copyright

Ensure that with any creative work from an outside supplier the

copyright is transferred to you.

When merchandising copyright material, control and monitor

usage.

Where possible find ways to incorporate small but deliberate

mistakes to prove copying has taken place.

Take action on copying immediately.


Brand ProtectionBest Practices

Designs

Apply for design registration as soon as possible – certainly

within 12 months of „publicly‟ disclosing the design.

For Unregistered Design Right, record the design in a design

document or make a prototype to obtain protection.

Ensure your rights are acknowledged and protected in any

merchandising agreement.

Look out for copies and take action if you find any.

Patents

Keep ideas confidential until filing a patent application.

Mark everything involved as confidential.

Before filing only make any disclosures to those under

an obligation of confidence

If you commission work that includes an invention,

try to get all patent rights outright.2015-05-04 Shim, Jaehak ([email protected]) 23

Brand ProtectionBest Practices


Internet & Marketing

NEW Era of

E-commerce

“Here and now begins a new era in the history of

the world, and you can say you were there”.

(J. W. von Goethe, 1749-1832)

“The Internet makes old, young. Makes big, small.

Makes slow, fast. Any company, old or new, that

does not see this technology literally as important as

breathing, could be on its last breath”.

(Jack Welch)


Digital Revolution


Digital Revolution

A Paradigm shift resulting from technological advances that

allow for the digitalization of analogue sources of information,

sounds, and image

Drives the creation of new companies, industries and markets in

all parts of the world

Destruct the companies, industries and markets transforming the

commerce and life of the world.

E-marketing

Using the Internet to strengthen the competitive advantages of

brick-and-mortar firms by creating “click-and-mortar”

Potentiality of Internet


Source) http://www.internetworldstats.com/stats.htm

Global Internet Users : 1.5 billion

30% use internet banking

Global e-commerce revenue in 2004 : $2.7 trillion

Online music spending $3.3 billion (26%) in 2004

24 terabytes of data recorded per 48 hours in Yahoo

What Is e-Marketing

Using the Internet to strengthen the competitive

advantages of brick-and-mortar firms by creating

“click-and-mortar”


What Can Internet

Do for My Business

?

Tool for business planning Information resource

Communications

Cost reduction

Marketing research

Part of a marketing mix Product offering

Channel of distribution

Ads and promotion medium


Why is e-Marketing

Critical?

Efficiency

Complexity

Mass

Production

Selling

Brand

Management

Customer

Management


What Internet

Really Can Do ?


Relationship

Building

Brand Building

Globalness Building

What Is Branding ?

Creating an image/identity in consumers

Key benefits

Rational attachment

Emotional attachment

Communicating the promise

Various media / IMC

Online & offline

Delivering the promise

Providing „augmented product;

Before Service

Purchase

After Service


What Is e-Branding

Branding through Internet….

Uniqueness..

High involvement

Targetability

Customized offering

Interactivity

Duration of impact

Representing vs. experiencing

• Experiential branding

www.bmw.com


Online

Communication

A clear message/identity

Simplicity is the key - google

Integrated e-marketing program

Brand spiraling – Benetton (www.benetton.com)

Interesting/engaging communication

Advertainment – Kodak (www.kodak.com)

Proper measurement

CPM, click-through


Online “Delivery”

Providing a satisfactory solution Personalization

• Dell computer (www.dell.com)

• Amazon (www.amazon.com)

Providing an exciting “surfing” experience Miller Beer (www.millerbrewing.com)

Budweiser (www.budweiser.com)

Strengthening brand bonding via meaning Online community

• AOL(www.aol.com)

• eBay (www.ebay.com)


Website

Classification

Traditional classification by purpose

Promotion Sites

Content Sites

Transaction Sites

Current : Holistic site categorized by


Low

UST,

Washington PostSuilt.com.ph

P&G, Gucci Amazon.com, Dell

Information/Support Transactions

Web Site Contents

Domestic

Global

Au

die

nce

Fo

cu

s

Website Design

Solution quality

Completeness

Customisation

“Surfing” experience

Don‟t think about the web visit. Think about the web

visitor

Convenience, usability, engagingness, consistency

“Feeling” and “emotion”

Colour, graphics, human touch


Key of E-marketing

Identify „Right‟ e-Customers

Winner companies concentrate on winner customers!

• Acquiring and retaining profitable customers

• Pareto‟s Law: 80/20 rule

Finding profit zone

• Transaction vs. relationship buyers

Personalization

Provide exact bundle of benefits to each individual

• Don‟t think “mass”, think “me”

Vendor- and customer driven

• Product (website)

• Other 4Ps

“Creeping” personalization


Are They Doing Well Online?


How global leading

company works ?

www.coke.com

www.mcdonalds.com

www.microsoft.com

www.walmart.com


http://www.coke.com/

http://www.mcdonalds.com/

http://www.microsoft.com/

http://www.walmart.com/

e-Channel Dilemma

Pros CRM, cost saving

True value

Cons Channel conflict

Cannibalisation

Dark side of the Internet

Lack of „human touch‟

„Faceless‟ customers

Expensive game

Cultural incompatibility

Channel conflict


Questions to Ask

What about the communication?

What about the solution?

What about the “surfing” experience?

What about the “emotion”?

Where is the “love”?


Making Machines…

User friendly

Sticky

Humane

Emotional


Quotes

“The Web should be architectured to allow the

customer to experience the company brand”

Keith Fox, VP Marketing, Cisco

“Fundamentally, branding on the Internet is

really about relationships,…you engage your

customer individually”

Bob Drof, President, Peppers & Rogers


Welch Speaks

Again

“The Internet is allowing us to make quantum changes,

real breakthroughs. You can‟t think incrementally, you

have to think transformationally.”

“Destroy your business!”


Wrap-up

Marketing Research

Role & Scope

Marketing Research Process

Practice

Potential and Practice of E-Marketing

Brand Protection by IP and its practice

Concept & coverage

Practical Options


Date post:	16-Jul-2015
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Bm 10 mr and e-marketing

Education