Research &

strategy

communication

creativity

Developing marketing plans for global brands

Highlights• What exactly is a global brand and how did

they come to be ?

• What makes up a global brand and where can they be found ?

• What is marketing and what is a marketing plan?

• How do we market global brands and how do we develop global markets?

• How do we develop a marketing plan for global brands?

“The Third world War was the war of brands, and in some sort of way it felt like an alien

invasion, because by the time it was about done

we were eating them, drinking them , living them , they had won our hearts

Truth lies in Advertising

Marketing & Marketing plans• Marketing: • Marketing is the activity, set of

institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

• Marketing plans aid in the cooordination,integration ,interpretation and activation of the company’s central vision into smart marketing objectives

• Analysis• Strategy• Implementation

• Marketing plans made of 6 core segments]• Situational analysis [SWOT]• Objectives Strategy[segmentation, targeting ,

positioning] Tactics[4p’S} Action plan Control & feed back

Price ,product, promotion, place [4p’s]

DEFINITIONS

What are global brands?

-A brand name known everywhere-The brand name of a product that has

worldwide recognition.

-Global usually have strong heritage , strong recognition & recall

Big brands, Big spends

The world of forms• Flat• Spherical• 1st world/3rd world• Out of the box(The free world)• Ideas rule the World • Global village/borderless• Black markets • Your Point of view of the world• Global conversation(viral)• Green zones/sustainable cycles

(green)

Why 1983 was important • Theodore "Ted" Levitt of Harvard Business School set the marketing world abuzz in 1983

with a bold prediction: Globalization had arrived, and before long global companies would be selling products and services in the same way everywhere on earth. Levitt's forecast was compelling -- and more than a little daunting for executives wondering how they would go about adapting to this brave new world of monolithic brands

The reasons for going global are manifold:

• The attractiveness of new and growing markets,

• The benefit of economies of scale and scope in research and development and production,

• The removal and reduction of barriers between national boundaries in order to facilitate the flow of goods, capital, services and labor .

Global brands transcend their origins and create strong enduring relationships with consumers across countries and cultures. They are brands sold in international markets. These brands are used to sell the same product across multiple markets and could be considered successful to the extent that the associated products are easily recognizable by the diverse set of consumers

Global brands transcend their origins and create strong enduring relationships with consumers across countries and cultures. They are brands sold in international markets. These brands are used to sell the same product across multiple markets and could be considered successful to the extent that the associated products are easily recognizable by the diverse set of consumers

Global brands in high definition

• Global brand is one which is perceived to reflect the same set of values around the world.

• These brands and others share some common features: • They have a consistent name that is easy to pronounce

The essence and positioning of the brand is the same the world over;• they address the same customer needs, or the same target segment, in every market; • and there is great similarity in execution (pricing, packaging, advertising) across cultures

• Global awareness and recognition, which requires that the brand has a multi-market reach and is globally available.

• Global brand image that means it has to be perceived as the same brand worldwide both by consumers and other stakeholders owing to its standardization across

• Global brand enjoys high brand equity due to its financial assets, perceived quality

• The same positioning worldwide. This provides a combination of functional product quality and innovation with emotional appeal. [quality signals]

• Global brands transcend their origins and create strong enduring relationships with consumers across countries and cultures. They are brands sold in international markets. These brands are used to sell the same product across multiple markets and could be considered successful to the extent that the associated products are easily recognizable by the diverse set of consumers

• Social responsibility. Consumers expect global brands to lead on corporate social responsibility, leveraging their technology to solve the world's problems. Think Nestlé and clean water

Global brands• Global Myth. Consumers look to global

brands as symbols of cultural ideals. They use brands to create an imagined global identity that they share with like-minded people. Transnational companies therefore compete not only to offer the highest value products but also to deliver cultural myths with global appeal.

• Global brands transcend their origins and create strong enduring relationships with consumers across countries and cultures. They are brands sold in international markets. These brands are used to sell the same product across multiple markets and could be considered successful to the extent that the associated products are easily recognizable by the diverse set of consumers{global brands in Global marketa]

Global Chubb commercial

http://www.youtube.com/watch?v=oShzuPR3qSY

Entertainment & Engagement is the key

Global marketing communication using universal symbols & emotions

Nescafe commercial

http://www.youtube.com/watch?v=eEdT_R9WPm4

Top ten ranked most popular brands ranked by engagement

• Here are the top ten consumer brand pages by Likes:• 1. Coca-Cola: 34,511,504

2. Starbucks: 25,446,8463. Oreo: 23,092,3914. Red Bull: 22,427,2545. Converse All Star: 20,780,0556. Converse: 20,141,0217. Skittles: 19,348,3178. Play-station: 17,420,0659. Pringles: 13,602,12810. Victoria’s Secret: 15,343,727

• And here are the top ten consumer brand pages re-ranked by Talking About: 1. Starbucks: 508,526

2. Coca-Cola: 220,8673. Victoria’s Secret: 145,1254. Skittles: 137,5585. Oreo: 114,4546. Red Bull: 112,0517. Playstation: 104,8378. Converse: 52,8669. Pringles: 50,48810. Converse All Star: 40,858

"Global brands make you feel part of something bigger and give you a sense of belonging." global brands show what we want to be.

Forces of globalization: [case-studies]

• Yes, global companies need global brands to some extent. But global branding is not an all-or-nothing proposition. There is a continuum along which firms can decide how global they wish their brands to be -- with a single global brand at one extreme and an assortment of nothing but local brands at the other.

•

• In the 1990s, Unilever was struggling under the weight of some 1,600 brands in more than 50 countries. Revenues were lopsided -- 3% of the brands provided 63% of revenues -- and the company was not growing. In 2002, Unilever launched a program to reduce its number of brands to 400 "core" brands so that it could concentrate its resources on fewer products. The company combined branding strategies by placing the 400 in three categories: international brands (such as Dove and Lipton), regional brands (such as a spread called Flora in the United Kingdom and Becel in Germany), and local brands with strong positions in single countries (including Wishbone salad dressing in the United States and Persil detergent in England).

• MTV might appear to be the kind of company that could establish the type of uniform global brand that Levitt envisioned. MTV entered Europe in 1987 with pan-regional programs in English. Programming was provided to cable operators at no charge, and all revenue came from advertising. Within a few years, however, things changed. Advertisers called on MTV to offer local programs, either because they could not afford pan-European coverage, their products were available only locally, or their products were not uniformly branded in all countries. At the same time, strong local competitors emerged, such as VIVA in Germany and MCM in France. MTV responded to the change in climate. Today, MTV Europe (MTV) has a presence in 41 countries with multiple languages and formats and nearly 50% local programming.

."

• Understand global needs & standards• Understand core competence & distinctive• Understand cultural chemistries, foreign countries & cultures• Global vision, identity & image• Global strategy

Designing marketing plans for Global brands

When companies go global• Companies customize their brands according to the special needs and habits

of the people living in the marketed country by • using a Differentiation strategy. • Companies can apply the same marketing as in their home country in the

foreign market following a Standardization strategy• Mixed strategy

Different styles of communicationOther cultural differencesDifferences in category and brand developmentDifferent consumption patternsDifferent competitive sets and marketplace conditionsDifferent legal and regulatory environmentsDifferent national approaches to marketing (media, pricing, distribution, etc.)

Wharton’s hybrid

approach

The following elements may differ from country to country:Corporate sloganProducts and servicesProduct namesProduct featuresPositioning

Case-study: Noah’s ark

• Global Identity &recognition

• Global ideology & culture

• Global capacity& strategy for innovative ideas ,design &communication

NOAH’S ARK:

A NEW POINT OF VIEW

A global story

Movement & preservation A transition built on an idea

WE GO WHERE THE IDEAS TAKE US

Our mission

Global recognition & awareness

A Global vision

Think of the Ark as a new discovery channel for brands: as not just an extension of your marketing team

but of your marketing reality

This Attitude of expedition , discovery & conquest is what powers the ark through our ideas to create truly differentiating communication for Brands

Global vision

A Global Identity & competence

Distinctive competence Core competency

love

Respect

THE ARK IS A SEAL • We go where the ideas go

• Small but mighty[speed &surprise]

• Work stations,work rules ,collaboration

• Innovation & idea pyramids

The world is now separated by the quality of ideas and the audacities of their execution

Every idea counts

Our ideas go beyond just communication, it builds brands sustainably over long-term

Our ideas push the boundaries of meaning & expression looking for the freshest perspectives in which consumers can see and experience the brand

Steven johnson

Social contribution & responsibility

Ideas that come from giving

GPSWe go where the ideas take us!

New ideas open up new frontiers of business & create new markets New ideas open up new frontiers of business & create new markets

Think not what AGENCY CAN do for you

Think instead what your ideas can do for the Agency

Thank you