Branding for UKM

Transcript

1. Basic Branding for UKM Jakarta, January 25, 2014 KOMUNITAS MEMBERI One Day Workshop Marketing Plan 2014
2. Target Market Customer Needs Starbucks Example Core Message Tagline Logo Positioning Value Propostion (Creating value for customer) Functional Benefit Emotional Benefit “The third place” (selain kantor dan rumah) “Authentic coffee experience” Life happens over coffee xxx Demographic  Usia: 20-45 tahun  Sex: Laki-laki/perempuan  Pendidikan: pendidikan tinggi  SEC: A+ (menengah-atas)  Pekerjaan: Profesional, wirausahawan  Geografis: Kota Psychographic  Kelas sosial: Kelas menengah-atas,  Kepribadian: Aktif, supel, pekerja keras, dll  Gaya hidup: Gaul, suka bersosialisasi, narsis, berjiwa muda, dll. Behavior  Kebiasaan: meeting, sosialisasi, bekerja, membaca buku, menikmati kopi, dll.  Status pengguna: pelanggan rutin dan loyal  Simbol ekspresi gaya hidup perkotaan  Tempat ngopi dan bersosialisasi yang cool  Tempat meeting/kerja kalangan profesional  Produk-produk kopi dengan citra brand global • Biji kopi terbaik di dunia • Service yang casual • Ambien yang cool • Tempat meeting/bekerja yang cozy • Brand bercitra global • Citra premium dan kelas atas • Perasaan narsis: “See and to be seen”
3. BRAND EQUITY BRAND AWARENESS BRAND ASSOCIATION PERCEIVED QUALITY BRAND LOYALTY BRAND ADVOCATE BRAND EQUITY 1 2 3 4 5 Introduction to Brand
4. Brand Equity Brand Awareness
5. Brand Equity Brand Association
6. Brand Equity Perceived Quality
7. Brand Equity Brand Loyalty
8. Brand Equity Brand Advocate
9. Target Market Customer Needs The Framework Core Message Tagline Logo Positioning Value Propostion (Creating value for customer) Functional Benefit Emotional Benefit an identity in the mind of a target market The essence of the message to be delivered to target audience A memorable words or sentence that is closely associated with product and brand identity A graphical mark used to identify a company, organization, product or brand What ‘s your customers need and want A particular market segment at which a marketing campaign is focused • Product Feature and benefit • Product performance • Brand • Experience • Customer feeling
10. Target Market Customer Needs Starbucks Example Core Message Tagline Logo Positioning Value Propostion (Creating value for customer) Functional Benefit Emotional Benefit “The third place” (selain kantor dan rumah) “Authentic coffee experience” Life happens over coffee xxx Demographic  Usia: 20-45 tahun  Sex: Laki-laki/perempuan  Pendidikan: pendidikan tinggi  SEC: A+ (menengah-atas)  Pekerjaan: Profesional, wirausahawan  Geografis: Kota Psychographic  Kelas sosial: Kelas menengah-atas,  Kepribadian: Aktif, supel, pekerja keras, dll  Gaya hidup: Gaul, suka bersosialisasi, narsis, berjiwa muda, dll. Behavior  Kebiasaan: meeting, sosialisasi, bekerja, membaca buku, menikmati kopi, dll.  Status pengguna: pelanggan rutin dan loyal  Simbol ekspresi gaya hidup perkotaan  Tempat ngopi dan bersosialisasi yang cool  Tempat meeting/kerja kalangan profesional  Produk-produk kopi dengan citra brand global • Biji kopi terbaik di dunia • Service yang casual • Ambien yang cool • Tempat meeting/bekerja yang cozy • Brand bercitra global • Citra premium dan kelas atas • Perasaan narsis: “See and to be seen”
11. PROJECT BACKGROUND PROJECT OBJECTIVE CONCEPTUAL FRAMEWORK PROJECT APPROACH Value Proposition 2 Positioning 3 Tagline and Logo 4 Target Market 1 Table of Content
12. Demographics Usia Jenis Kelamin Pendidikan SEC (Social Economic Status) Pekerjaan Geografis Psychographics Kelas Sosial Personality Lifestyle Behavior Alasan Menggunakan User Status B2C Type of Industry Healthcare Manufacture Trading FMCG Hotel Etc, Financial Sales Profit Company Size Jumlah Karyawan Jumlah Pablrik Decision Headquarter Cabang Ownership Private Public Non-Profit Market Market Size # of Potential Cust. Market Structure Position Market Share Industry Position B2B Targeting B2C & B2B
13. Demographic: •Usia: 18-40 •SEC: A & B •Pendidikan: >SMA •Pekerjaan: Mahasiswa, pelajar, profesional, dll •Geografis: Urban Psychographic •Values: “Eksis dan narsis itu penting”, value customer •Personality: Percaya diri, aktif, berjiwa muda, gaul •Lifestyle: kebersamaan, work hard play hard, social butterfly, dll Behavior •Alasan Menggunakan: Tempat nongkrong nyaman, harga terjangkau, fasilitas free wifi, dll •User status: Pengunjung rutin dan loyal Targeting 7-Eleven Example
14. PROJECT BACKGROUND PROJECT OBJECTIVE CONCEPTUAL FRAMEWORK PROJECT APPROACH Value Proposition 2 Positioning 3 Tagline and Logo 4 Target Market 1 Table of Content
15. *Fb: Functional benefit Eb: Emotional benefit Value Get Give = Value Fb + Eb Price + Other Expense = * Value Proposition
16. Functional Benefit •Biji kopi terbaik di dunia •Service yang casual •Ambien yang cool •Tempat meeting/bekerja yang cozy •Gratis listrik dan wifi Functional Benefit •Brand bercitra global •Citra premium dan kelas atas •Perasaan narsis: “See and to be seen” GET GIVE Price • Premium Other Expense •NA Value Proposition Starbucks Example
17. Value Proposition iPod Example Seamles Music Experience
18. PROJECT BACKGROUND PROJECT OBJECTIVE CONCEPTUAL FRAMEWORK PROJECT APPROACH Value Proposition 2 Positioning 3 Tagline and Logo 4 Target Market 1 Table of Content
19. Target Market Brand Point of Differences Category Positioning Starbucks Example Tagline Positioning Statement
20. Starbucks Life Happens over Coffee Ditargetkan untuk pelanggan bergaya hidup urban-global, Starbucks adalah kedai kopi premium yang menyajikan biji kopi terbaik di dunia, memberikan pengalaman ngopi yang cool dan authentic, serta menciptakan citra/ekspresi diri yang modern, aktif, urban-kosmopolit, kelas atas. Target Market Brand Point of Differences Category • Profesional, Wirausahawan, kaum muda • Bergaya hidup urban- global Starbucks Kedai kopi (coffee shop) • Biji kopi terbaik di dunia • pengalaman ngopi yang cool dan authentic • citra/ekspresi diri yang modern, aktif, urban- kosmopolit, kelas atas Positioning Starbucks Example
21. Positioning Kijang Example Mobil Keluarga
22. Toyota Avanza “Satu Untuk Sejuta Impian” Ditargetkan untuk keluarga muda Indonesia yang cerdas, Toyota Avanza adalah pelopor mobil low MPV (multi-purpose vehicle) di Indonesia yang dapat digunakan oleh seluruh anggota keluarga untuk berbagai aktivitas, harga yang terjangkau (value for money), irit bahan bakar, yang didukung jaringan layanan purna jual (sales, service, spare part) Astra yang solid Target Market Brand Point of Differences Category • Keluarga muda dengan 1-2 anak • Smart consumer (value customer) Toyota Avanza Low multi-purpose vehicle • Untuk berbagai aktivitas semua anggota keluarga • Value for money • Irit bahan bakar • Pelopor low MPV yang telah digunakan jutaan keluarga Indonesia • Jaringan 3S Astra Positioning Avanza Example
23. PROJECT BACKGROUND PROJECT OBJECTIVE CONCEPTUAL FRAMEWORK PROJECT APPROACH Value Proposition 2 Positioning 3 Tagline and Logo 4 Target Market 1 Table of Content
24. Name, Symbol, Tagline KOMUNITAS MEMBERI One Day Workshop Marketing Plan 2014
25. Brand Name The Core Name is the basic core indicator of the brand, the basis for both awareness and communication efforts
26. Brand Name The Core  Easy to learn: Coca Cola, Intel  Suggest the product class: Toys R Us, Kidzania  Support a symbol or slogan: FedEx  Suggest brand association: Bobo  Undesirable associations: Mazda MR  Distinctive: Sony, Google, Boeing
27. Brand Symbol The Central When products and services are difficult to differentiate, a symbol can be the central element of brand equity The symbol itself create awareness, associations and a liking or feeling which in turn can affect loyalty and perceived quality It is easier to learn visual images (symbols) than words (name)
28. Brand Symbol The Central  Geometric shapes  Things  Packages  Logos  People  Scenes  Cartoon Characters
29. Type of Symbol Geometric Shape
30. Type of Symbol Things
31. Type of Symbol Logo
32. Type of Symbol People
33. Type of Symbol People
34. Tagline A memorable words or sentence that is closely associated with product and brand identity
35. 1.It’s memorable. 2.It’s short. 3.It differentiates a business from all others. 4. It clarifies the brand’s market position and key benefits. 5. It reflects the brand’s identity, character, promise, and personality. 6. It’s believable and original. 7.Take risks. Don’t trap in generic. Good Tagline Criteria
36. It’s memorable and it’s short. Because of 4 syllables. And 2 of them are “in”. It different the business. By the time, people aware that Intel sell something inside the computer’s CPU. It reflect the brand’s personality and promise. It is cool and it promise that computer with Intel’s chip inside is good. It’s original. Because Intel is one of less company that used only one word. It clarifies the market position and key benefit. Through tagline, Intel is superior and lead the market. Example of Good Tagline Intel Inside
37. • Egocentric tagline – Touching lives, improving life (Procter & Gamble) • Question tagline – Where do you want to go today? (Microsoft) • Benefit tagline – Reach out and touch someone (AT & T) • Abstract tagline – Just do it (Nike), Make. Believe (Sony) Good Tagline Type of good tagline and example
38. Wani Piro?! Core Message Djarum Cokelat Example
39. Tagline and Logo Telkom Example
40. Leveraging the Brand KOMUNITAS MEMBERI One Day Workshop Marketing Plan 2014
41. Leveraging the Brand 1. Line Extension 2. Moving Down 3. Moving Up 4. Brand Extension 5. CoBranding
42. Line Extension Expanding user base
43. Line Extension Expanding user base
44. Line Extension Expanding user base
45. Moving Down Subbrand
46. Moving Down Subbrand
47. Moving Down Subbrand 7 Series 3 Series
48. Moving Up Using a new brand
49. Brand Extension Extending to other category
50. Brand Extension Extending to other category
51. Brand Extension Extending to other category
52. Co Branding Creating Synergy
53. Thank You