Modern Marketing. Brands and Customers Experience Dr Gerard Tocquer. School of Management. Asian Institute of Technology AIT. IEMBA Vietnam Dec 2021.
Before 1993 Professor. Dean CERAM (SKEMA) Business School. Sophia Antipolis. France. Principal. Sophia Marketing Consultants. Sophia Antipolis .Nice.France Visiting Professor. The University of Hong Kong. School of Business. MBA Vice Dean International Program CMMU Mahidol University Adjunct Professor Paris Sorbonne Abu Dhabi University Distinguished Adjunct Professor Asian Institute of Technology Co-Author of five books and International articles on Services Marketing & Branding. Executive training and consulting for hotels, banks, airports, convention centers and destinations in Asia. Europe. North America and Middle East. Visit Brittany
Agenda. EMBA Vietnam.2021. Dr Gerard. School of Management Session Session Case study Session 1&2 Seminar Introduction. Understanding consumers What ‘s modern marketing? Customer Journey Marketing & Business Strategy Marketing funnel Rôle of Brand Manager Role of marketing research 3 How strong is your brand? The concept of Brand Equity 4 Brand Equity continue Seiko Workshops on Vietnamese brands 5 Battle for the mind. Positioning your Tag Heuer 6 brand to win 7 Brand Identity. A New Strategic Tool Kodak 8&9 10 Brand Identity System. Expressing your brand Workshop on Diistinctive assets Centara The New Experience Economy Hotels Neuro Marketing: How to talk to the primal brain to persuade customers to buy
8 Online Classroom Rules 1. Be ready 2 mn before the online class start 2. Keep your video on during session 3. If you are not speaking, please keep your microphone muted 4. Use hand signals (waving) to get clarification, asking me a question.When ok .Thumb up 5. Use the chat box to ask question to me or to your friends during presentation or to inform about technical issues 6. When in breakout rooms work together to complete the activity. Team work is critical in this class 7. 10mn break each hour for online class 8. Class is recorded. For each session you may post any business question on the chatbox. Always a Positive attitude and Smile
7 Books about Today Marketing & Branding 1. Principles of Marketing for a Digital Age. Tracy L. Tuten. Sage Publishing 2019 2. Aaker on Branding. 20 Principles to drive success. Morgan Publishing 2014 3. Shoe Dog. A Memoir by the Creator of Nike. Phill Knight.2016 4. What Great Brands Do. Principles that separate the best from the rest. Denise Lee Yohn. Jossey Bass. 2014 5. Building a Story Brand. Donald Miller. Harper Collins. 2017 6.Service Culture. A Handbook. Jeff Toister. 2017 7. Marketing the Heart and Brain of Branding. Javier Sanchez Lamela. Former Executive VP Marketing. Coca Cola Europe + many blogs, podcasts, webinars on Branding that you can read, listen or watch after the seminar ( some lists are provided)
IEMBA Vietnam. Case Study Presentation Guidelines How to make a professional presentation? Always Start your case presentation by the brand history 1. Tell a Story…Only One. Prepare a storyboard 2. Be Visual. Help audience to see what you say 3. Be Professional. Ready to answer any question. Use words that you understand and others too 4. Practice Design. A concept per slide. No information overload. No decoration. Smooth transition 5. Be Focused on the topic. No Distraction 6. Be confident. Body language +Tone of voice 7. Engage. Educate. Entertain others A good presentation always engage the audience Dr Gerard Tocquer. School of Management. Asian Institute of Technology
Session 1. Understanding Modern Marketing & Branding
What do you know about marketing? Marketing Department 10%
What’s Marketing? The UK Chartered Institute of Marketing defines “Marketing is the act of marketing as « the management process influencing consumer’s responsible for Identifying, anticipating and choices with the goal to help satisfying customer requirements profitably ». people to have a better life CM 2015 and the business a sustainable growth!” Dr Gerard Tocquer. January 2021
Stage1 Stage2 Stage3 Stage4 Industry1.0 Industry2.0 Industry3.0 Industry4.0 1700s-1800s Production Era 1930s-1950s Marketing Concept. Brands as Experience Simple Trade Era 1837 Procter & Gamble Customer satisfaction as Consumers and users founded philosophy Era 2000s- Current 1841: First ads agency Era 1950s-1970s Digital Marketing created 1950: McDonald’s founded Era 2000s-current 1870’s Billboard ads 1951 First credit card 1990s Internet marketing develops Introduced Develops 1871 Brand names 1960s Direct marketing 1995 Amazon founded registered for trademark develops 1998 Google founded 1879 Ivory soap (P&G) was 1967 Kroger develops 2000 Google launch trademarked barcode system Adwords for digital 1910 Market research, 1969: First computer system advertising Ads target based on Services Marketing grow 2004 Facebook founded research 1970s-2010s 2007 Social media 1920 Radio grows in 1970s Discount stores grow marketing as Mkg approach popularity in popularity 2011 Mobile marketing Sales Era 1971 Social marketing becomes a 11 billion$ 1930 First shopping mall defined industry opens in Dallas 1980 Apple founded 2011 Apple Siri launched 1930 Introduction of National 1980s Service marketing 2013 Android and IOS Brands grows dominate the market 1941 Television broadcasting 1980s Database marketing Sustainable Marketing begins develops 2015 United Nations 1941 First convenience store Sustainable Goals 7-Eleven is founded
The Link between Corporate Strategy . Busines Unit Strategy. Branding and Marketing Group Nestle Group: Maximizing long-term shareholder value. What are the mix of industries we should be in? How could we add 8 S.B.U value in each business unit? What’s the group purpose? 24 Brands 8 Business Units: Powered and liquid beverages. Nutrition and Health Science. Pet Care. Milk and Ice Cream. Prepared dishes and cooking. Confectionary. Water. What the drivers of industry profitability? How can a firm create competitive advantage? What external factors may influence our brands growth? What are our brand strenghts and weaknesses that can impact consumers choice? How the market is segmented? Who are our competitors? How to build a strong brand? How to achieve sustainable growth?
Business Strategy vs Brand Strategy Where the business is headed. The translation of business How it is going to thrive financially strategy into brand building efforts In which businesses we How to achieve our business compete? objectives? What is our business model? What our brand stand for? How we will be profitable? How to build the brand and What are our resources? grow the business? What the How we will be organized? competition is doing? What is our vision? What is our customer value What are our products and proposition? services? How unique are we? What are the key messages?
Strategic Tactic Business Brand Marketing Sales Strategy Strategy
Role of the Brand Manager in FMCG Position Summary 1. Delight target consumers, build a strong brand & generate strong brand building results 2. Ensure brand sales volume and profit growth opportunities by determining imaginative and effective marketing strategies and business plan
Role of the Brand Manager in FMCG A day in the brand manager life… - Enforce development & implementation of marketing plans - Including forecasting, market research, advertising and promotion, research and product development, packaging and cost product reduction. - Develop brand portfolio strategy across channels - Contributes to pricing and promotional strategy - Executes innovation pipelines, keeping brand relevance. - Ensures consumer centricity - Tracks and monitor performances. - Effectively coordinates with cross function teams
Finance & Market Research Advertising Management Control Firms & Communication Agencies Legal Department R&D Department Supply Chain Strong collaboration Sales Department with other functions in FMCG Department Sourcing Customer Service IT Department Department Department
Nivea Urban Skin. UK Market 1.Target: 18-24 years old urban Women who live a 24/7 whirlwind of late night living, opportunities and fun 2.Main Competitors: Ponds . Clinique. Dove. Olay. Garnier. Neutrogena. Vaseline. 3.Benefits: As exciting as urban life may be-it’s stressful for your skin. Nivea Urban skin gives your skin an extra dose of protection and can help protect against the influences of an urban life. Defend. Detox and Refresh 4.Reason to Believe: With antioxidants, organic green tea extract and a 48h moisture boost it helps strengthen your skin's resistance against environmental stressors.
https://www.youtube.com/watch?v=7KSF6iNE8-U
Nivea Facial Foam Vietnam 2018
Nivea Men Deodorant Duo. India. FCB 1. Target Markets: Young Men. Urban. Hard working. Modern 20-30 years old 2 Competitors: Brut. Old Spice. Nike. Fogg. Axe. Jōvan. Aramusk. Denver Imperial. Park Avenue. CavinKare. 3 Benefits: Nivea Men Duo provide you freshness that lasts. 4 Reason to believe: An unique dual phase deodorant. A blue layer that gives freshness and a clear layer that guards the freshness. Freshness Guard Technology Innovation is activated to keep the Freshness. +Nivea Brand Trust
5 Steps of the Marketing Process in FMCG 4.Tactics. Budget & Action Plan 1.Do consumer research identify unsolve consumers needs 2.Invest in R&D to develop superior product 3. Marketing Alignment Strategy Tell how to win the competitive war and provides a clear direction to the development of marketing activities 5. Performances control
*Factors that can inhibit brand Market Situation Analysis* growth (Threat) or amplify growth (Opportunities) Market forecast. Mkg Budget A brand audit that show clearly the strengths or weaknesses Sales. Market share… C.S.R Metrics of your brand The G-STIC Target Market(s ) Value Proposition Framework for Marketing Product Price Management Distribution Communication (FMCG) Development Deployment
Brand in Action & Marketing Plan Traditional Way (Word doc) Contemporary (Slides) • Executive Summary • Brand Strategy (Brand Platform) • Situation Analysis Vision. Market Summary Purpose. SWOT Analysis Values. Key to Success Positioning+Experience Strategy Critical Issues • Key Issues & Opportunities • Marketing Strategy • Marketing Objectives & Goals • Marketing Plan Summary Target Segments • Strategy & Tactics • Marketing Calendar Positioning • Research Plan • Budget Marketing Mix • Appendix Research -Situation Analysis • Financial Sales Forecast Expense Forecast
Brand Manager in Action: Perrier Brand in Vietnam Nestle Waters owns two brands in Vietnam: La Vie and Perrier. To do: What should be the Perrier Brand Target(s) in Vietnam? If your marketing goal is 800 000 bottles in 2021. What shoud be your Action Plan? What missing information is critical before devopping & deploying your action plan? Perrier Vietnam
Marketing and The Service Dominant Logic All businesses are fundamentally just in Service Business Vargo & Lush 2004 The Service Sector is the main contributor to Vietnam GDP. In 2019 It accounts a GDP share of 41.64%.
FMCG Marketing Issues Marketing Function Marketing Department 90%
Marketing Issues Marketing Function Marketing Department 10%
Experience is the outcome of Touch Points
Human touch points
Static Touch points Advertising Promotions Promotions Direct Marketing Billing Environment…
Advertising as a Touch- Point Advertising . A static Touch-Points
Interactive. Digital Touch Points Mobile Applications
Multi Channels. Multiple Touch Points Service/Product Social Media Call Center Frontline Mkg Stores Communications Maintenance Staff Applications Bill statement Website Telesales
Touch Points drive customers closer… away!Or push them
The Customer Experience is the Moment of Truth! The Customer Journey is today more important than the Product/Service
The Critical Role of Brands Today They are powerful weapons for businesses to compete
What ‘s a Brand? https://www.youtube.com/watch?v=sO4te2QNsHY
« I see Brand as a mental picture ». Dr Gerard Tocquer A Brand is a set of associations linked to a name that are stored in the customers’memory influencing their choices 39
Genius Bar Innovative Apple Watch iPhone iMac Helpful staff iPad Expensive iTunes store My friend at AIT Vietnam MacBookPro California Apple Store Foxconn Easy to use White headphones Steve Jobs Apple logo Think DifferentCleandaensdigsnimple Brand as a Network of associations in 40customers’ memory that create meaning
2010 Mental pictures. Brand associations
Affordable Japanese Straightforwardness Heattech Casual Garment quality For All Big store Youthful Cutting-edge 2018 Not trendy Fashionable Eclectic Celebrities Global style.
What Roles Play Brands for Companies? Brands are Intangible Assets
Impact of a Strong Brand 1. Sales volume 2. Customer retention 3. Profitability Lacoste Crocodile
Strong Brands Deliver Greater Returns to Investors
Provide an example: 1. A strong Vietnamese brand 2. A tired Vietnamese brand 3. A dead Vietnamese brand
Why Brands Influence consumer’s choices?
What roles play Brands in consumers’ life? Brands add Meanings to Products
Brands help consumers to choose
Brands provide functional Benefits When I use Pepto Bismol… Tiger Balm 1949 2020
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