Marketing Brands
Objectives, Positioning & Strategy
Campaigns
• Origin of term
• Military Campaigns
• Political Campaigns
• Advertising Campaigns
Origin of term
 Fr. campagne, It. campagna - open country suited to military maneuvers
n Campaign - a series of military operations with a particular objective in a war
n Campaign - a series of organized planned actions with a particular purpose, as
for electing a candidate
Political Campaigns
In politics, as in war, you have to pick your battles. National political campaigns focus on
key states and voter groups.
Each single geographic or statewide campaign may have its own objectives and strategies
which contribute to the overall campaign
The objective is a majority in the Electoral College.
Advertising Campaigns
•
A team effort
•
Structured and sequential activities
An imaginative re-integration of new and existing factors
•
Shared objectives and strategies
Advertising Campaign:
What were the common elements?
graphic look
strategic message
benefit statement
brand personality
executional elements - the dog
anything else?
Advertising Campaign:
Campaigns are built with…
Plans & Strategies
Situation Analysis
Product Evaluation and History
Qualities, Price, Distribution
Prospect Evaluation/Target Market
Demographics
Psychographics
Behaviors
Competitive Analysis
SWOT ANALYSIS
Strengths
Weaknesses
Opportunities
Threats
Plans & Strategies:
Here’s a graphic representation…
Marketing Objective
Sell one million of product
Market Strategy/Creative
Establish brand as superior
Creative Objective
Establish brand as superior
Creative Strategy
To be determined
Market Strategy/Media
Target audience W 18-49
Media Objective
Deliver Advertising to
Target audience W 18-49
Media Strategy
To be determined
Marketing Objectives
Goals for the Product
Specific Period
Market Share or Sales Goals
–Example
Increase market share by Jan 2002
Sell 1000 units by January 2002
Vocabulary:
Mission: Overall goals & values your “reason for being”
Objective: What you want to accomplish.
Strategy: How you are going to do it.
Tactic: Specific action. (Should be specific action that helps meet strategic goals - tactics
should be on strategy.)
Remember, objectives first, then strategy. (If you don’t know where you’re going, any
road will take you there.)
The Value Ladder
Value
Benefit
Consumer Benefit
Product Benefit
Feature
Attribute
Some things we know about Advertising
Branding and Advertising
Branding = overall brand equity building
Advertising = specific messages and goals
Advertising contributes to Branding
Advertising is concerned with:
The Advertising Message
Media Planning and Placement
An Advertising Communication Model
Note it is more difficult for the audience to communicate back to the advertiser.
Feedback is one purpose of Market Research
The Lavidge-Steiner Learning Model
How people “learn” ads
Begins with Awareness
Moves to Conviction and Purchase
NOTE: Process may be quite rapid and you may try before being totally convinced
Marketing Strategies
Product Strategy
Functional Appeals
Performance Measures
Characteristic Features
Comparison Information
Emotional Appeals
Linked with feelings
Favorable disposition
Reference based
Distribution Strategy
Cities, Stores, Shelves, Direct
Pricing Strategy
High
Makers Mark---It taste expensive and it is.
Low
Wal-Mart-Target-K-Mart
Product/Brand Positioning
DEFINITION
-The way in which a product (brand) is ranked in the consumer’s mind by the benefits it
offers, by the way in which it is classified or differentiated from the competition, or by its
relationship to certain target markets.
–In other words how your brand is viewed or perceived by the consumer; what the
consumer thinks or feels when she/he is exposed to your product (brand)
Key Term : Product Differentiation
Major Goal: Make your brand/product stand out in the consumer’s mind
Leads to strategy
Positioning Strategies
Positioning decisions are strategic in nature and provide the direction for a campaign to
follow
Positioning “By Attribute”
Most common method
Sets brand apart by performance it offers
–Example Lee Jeans is the “brand that fits”
Positioning By “Price/Quality
In each case “value” must be conveyed in addition to price/quality relation.
High price = high quality
Low price = adequate quality
Example
Sears is a “Value” Store
Positioning By “Use or Application”
Example
Arm & Hammer Baking Soda
–as a baking ingredient
–as a deodorizer
–as a tooth whitener
Positioning By “Product User”
For example Johnson & Johnson’s Shampoo
–Originally positioned toward Babies/Infant Usage
–Gained added popularity when positioned for adults desiring a gentle shampoo
Miller is for blue-collar workers
Positioning By “Cultural Symbol”
Harley Davidson, “Born in the USA”
Positioning By “Competitor”
Key strategy, direct comparison to competition
Example
–Avis positions itself with Hertz
Success Stories
Marlboro
Position not based on any product attribute or benefit
Originally a weak brand positioned as women’s cigarette
Repositioned as a strong macho brand
–Became world’s largest selling brand
Success Stories
7-UP
Positioning as “Un-Cola” caused retrenchment of entire soft drink industry
Caffeine-free position led to many new introductions
Planning Introduction
A Ten Part Process
Evaluation
1. Situation Analysis
2. Research
3. Problems & Opportunities
Goal Setting
4. Marketing Objective
5. Budget
And then...
Building the Plan
6. Strategies
7. Advertising Creative
8. Media
9. Sales Promotion
+ Other appropriate “IMC” plans and strategies
10. Evaluation