Are we there? If not, why not? Where are we? Where could we be? Market Consumers esults !eedback "ituation Analysis Co# Potential Where do We want to go? $b%ectives and "trategy &ow do we get there? 'et(s get there Plan Im)lementation
Whose %ob is it? * +ormally the brand manager# * In some cases it could be the advertising manager, the marketing manager, the )roduct manager and similar designations
ole of the ,rand Manager * C-$ of the brand * Accountable for the sales, )rofits, contribution and fortunes of the brand * +eeds to interact with all functionaries, internally and e.ternally and do whatever it takes to ensure the )rogress of his brand
"trategic ole of the ,rand Manager ,rand Manager M !inance "ales /es)atch Marketing &ead Agency +ew Product Planning01/ Production Materials
ole of advertising within the communications mi. * To increase awareness of the brand and its characteristics * To encourage non-users to sam)le the )roduct * To develop the belief among both users and ideally, non2 users that a brand is technically su)erior to com)etitors for reasons A, ,, C, etc# * To inform consumers es)ecially lapsed consumers that the )roduct has been im)roved or reformulated * To encourage retail trade to stock and display the )roduct
Is it an investment or revenue e.)ense ? Conservative accounting )rinci)les does not recognise the future )ositive effects of current advertising e.)enditure
Is advertising an e.)ense or an investment? * &ow to treat it in the books? * isk * ,enefits obtained from the e.)enditure
Is advertising related to sales? 3es and +o#
!actors influencing sales * 4ovt# )olicy * Ta.es * Promotions * -conomic climate * "easonalities * And so on * Advertising * Price * /istribution * Packaging * Product features * Com)etition * Consumer tastes
3ou can attain tem)orary share of the market with anew )roduct or a smart )romotion, but to en%oy a really healthy share of market 5in three year(s time6 you have to start now, to build a share of mind7 'eo ,urnett
8I am astonished to find how many manufacturers, on both sides of the Atlantic, still believe that women can be )ersuaded by logic and argument to buy one brand in )reference to another# The greater the similarity between )roducts, the less )art reason )lays in brand selection9 7 /avid $gilvy
8&alf my advertising is wasted, but the )roblem is I don(t know which half9 2 :ohn Wanamaker
/emand stimulated by advertising not only increases sales but the value of the brand in the minds of the consumer "uccessful advertising hel)ed increase )rices by ;;< than not so successful advertising
The average < increase in sales to be e.)ected from = < reduction in )rice is =#>< The average < increase in sales to be e.)ected by = < increase in ads)end is ?#;<
Advertising $b%ectives * Communication and coordination device * Criterion for decision making * -valuating results
Advertising 4oal 2 /A4MA A specific communication task to be accom)lished among a defined target audience to a given degree in a given period of time
Customer /ynamics Consumers not using )roduct category Consumers using brand Consumers using different brands
Targetting * Who is the target segment? * What is the behaviour within that segment that advertising is attem)ting? * What is the )rocess that would lead to desired behaviour? * Is it necessary to create awareness, build attitudes0 brand e@uity0associated feelings0ty)e of user )ersonality ?
Increasing Turnover * Increasing customers * Increasing usage )er customer * educe time between )urchases
"ituation Analysis * Cost structure of industry * "kills of the firm * In 7 house skills vs those of com)etitors * !inancial resources of the firm * +ature of demand * -.tent of demand * +ature of com)etition * -nvironmental climate * "tage of P'C