Planning SOSTAC Situation Assessment Analysis Objectives Goals Aims
Planning • • • SOSTAC Situation Assessment / Analysis Objectives – Goals Aims Strategy – overall plan Tactics – Actions proposed to deliver Strategy and to achieve goals • Control measuring performance
Planning Exercise • How do you cross a river successfully with a sack of corn? A fox and A Chicken. • Limitation only one small boat enough for you and either the sack of corn or the chicken and the fox. • What is your plan in the context of SOSTAC?
New Product Development Where do products come from? Think of some new products Why is there a need for new products?
Branding • What is a brand? • Family Brand • Solus Brand • Manufacturer’s Brand • House Label • And Mixture
What are the options for NPD for the following? • • Car Manufacturer Biscuit manufacturer Magazine company Plane manufacturer
Communicating to the Consumer.
Task 2 • Branding Choices…
Branding • What is a brand? – Shorthand for a collection of values – An asset = – Focal point – Benchmark – Cultural symbol
Branding • ‘The brand is the aura of beliefs and expectations about a product/service which make it relevant and distinctive • It stretches beyond the physical and into the psychological and is extremely powerful’
Brand as a rallying point • Aeroports de Paris ADP – Poor reputation – 7 S’s not working • Change to Paris Aeroports. AP • In fact the brand change is a re launch
Why Brand? For differentiation & recognition To add value to a naked commodity Easier to promote Helps market segmentation Can help boost share price Easier to integrate Sales promotion, personal selling & packaging Can help corporate image
Types of Brands • Individual brand – Proctor & Gamble – Unilever • Umbrella or blanket brand – Heinz – Dyson • Separate family names for different product divisions – Eskimo – Igloo • Company name – Airbus
Brand Added Value • Core products – A smartphone • Actual product – Oppo 9 • Augmented product – Oppo 9 S • It is often the brand that is bought and not the product
Branding Strategies • • • Line extensions Brand extensions stretching Multi-brands New brands Co-brands
The Biggest Brands in the World Value $ billion • • • Coca Cola Microsoft IBM Apple Samsung Google
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