How innovative are you?

This activity encourages students to be innovative – you are required to give them a challenge and rank them with how you feel they are going.

Would they survive being in the woods for two nights?

On the white board track how they are going in their teams and which team made it home safely. 1 being least like to survive, 4 being the most likely to survive the night. Each slide marked * requires you to make a call on their survival

Note: Do not put them into teams until after they have created their lists of what they are taking!

For Teachers

WHAT IS MARKETING& BRANDING

Lucie Ozanne

What is Marketing?

• Advertising

• Sales

• Producing Products

• Consumption (Over)

• Pricing

• Etc.

Marketing Defined

• Marketing is the exchange which takes place between consumer groups and supplying groups.

Alderson, 1957,

• An activity, set of institutions and processes for creating, communicating, delivering and exchanging offering that have value for customers, clients, partners and society at large.

Solomon et al, 2012

Producer Consumer

Currency

Products

What’s driving the exchange?

Marketing is Exchange

Producer(Profits, goals)

Consumer

Currency

Products

(Cash, Debt, Time, Votes, Behaviour)

(Wants & Needs)

(Goods, Services, Ideas, People, Places, Organisations)

Solutions to ProblemsBenefits = Health, Safety, Comfort, Beauty, . . .

Marketing is Exchange

Marketing is Exchange

• A successful marketing exchange involves:

• two or more parties, each with something of value desired by the other party

• all parties must benefit from the transaction

• the exchange must meet both parties’ expectations (e.g. quality, price)

• Free to accept or reject the offer.

Exchange provides Value(Value = Economic Utility)

• Utility: the benefits or value gained by users of a product/service.

• Form Utility - creation of product

• Place Utility - accessibility

• Time Utility - availability when needed

• Possession Utility - transfer of ownership, use

• Image Utility - emotional or psychological

6 Main Tasks of a Marketer…

1. Identify customer needs

2. Design goods/services that meet those needs

3. Communicate information about those goods/services to prospective buyers

4. Make goods/services available at times and places that meet customer needs

5. Price goods and services to reflect costs, competition, and consumers’ ability to buy

6. Provide the necessary service and follow up care to ensure customer satisfaction after the purchase

6 Main Tasks of a Marketer…

Marketing Mix

Branding

• Brand• A collection of symbols such as a name, logo, slogan

and design intended to create an image in the customer’s mind that differentiates a product from competitors’ products.

• Brand image• The set of beliefs that a consumer has regarding a

particular brand.

Why Brand?

• Identify (know the producer)

• Make consumers’ shopping easier

– Reduce risk

– Assure quality and reliability

– Brand image

• As a Competitive Barrier

– Reduce price comparisons

– Coordinate channel behaviour

– Product extensions

Characteristics of a good brand name

• Distinctive (Prolog vs. Red Stag)

• Suggestive (Huggies, Sunkist, Head & Shoulders)

• Easy to remember (Apple, Tide, Surf)

• Adaptable to new products

• Able to be protected

Packaging - Quaker Oats

“a delicacy for the epicure, a nutritious dainty for the invalid, a delight to the children.”

PackagingDesigned to attract

the consumer’s

attention

Provides easy brand

recognition

May help augment the

product with information,

recipes, warranties

Helps quickly

communicate the

product benefits

May provide

additional benefits,

such as a special lid

Designed to physically protect

the product

Bottled Water Exercise

Bottled Water Exercise

Bottled Water Exercise

• How would you market New Zealand bottled water in Asia?

– Choose a country

– Choose a Target Market

– Would you vary the product?

– Develop a brand image/position

– Come up with a brand name/slogan

– Design a label