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NEXT GENERATION BRANDING

NEXT GENERATION BRANDING. BRANDING MALAYSIAN PRODUCTS Success Stories from the Front Lines National Regulatory Conference Ministry of Health Malaysia September 7, 2005. Find • Grow • Measure • Profit. WHY BRAND?. BRANDING ADVANTAGES Shortens sales cycles Maximizes marketing spend

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NEXT GENERATION BRANDING

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  1. NEXT GENERATION BRANDING BRANDING MALAYSIAN PRODUCTS Success Stories from the Front Lines National Regulatory Conference Ministry of Health Malaysia September 7, 2005 Find •Grow • Measure • Profit

  2. WHY BRAND? • BRANDING ADVANTAGES • Shortens sales cycles • Maximizes marketing spend • Facilitates repeat sales • Enables premium pricing • Blocks competitors • Attracts strategic alliances & partners • Best path toward profitability

  3. WHY BRAND? WHAT IS A BRAND? • Logos? • Advertising? • Brochures? • “SuperBrand award”? • TV? • Expensive? • International? • Too hard?

  4. “A brand is a long-term profitable bond between an offering and a customer. This relationship is based on providing economic, emotional and/or experiential value, backed by everyday operational excellence and consistently measured.” WHY BRAND? “A name, term, sign, symbol or design, or a combination of these that identifies the goods or services or one seller or group of sellers and differentiates them from those of competitors”. “The sum of all the images and associations customers have concerning a company”. “Great brands are born from people who are having fun. Their excitement is reflected in the meaning of the brand”.

  5. WHY BRAND? Brands are based not on spending but on continuing customer relationships Only companies selling to consumers can brand Businesses selling to businesses can establish dominant brands Branding effectiveness is determined by the awards won Branding effectiveness is measured by sales, profitability & growth Only marketing experts can brand Everyone in an organization is responsible for branding

  6. keep a customer make WHY BRAND? “The purpose of business is not to make a sale, but to _____ and _______________.” -- Peter Drucker Legendary management consultant

  7. PROFILES IN BRANDING • INDUSTRY EXCELLENCE AWARDS 2004 • Awarded by MITI in March 2005 • Categories: Product excellence, export excellence, quality management • Special award -- Malaysian brand names • Hoe Pharmaceutical • Noor Arfa Batek • Carotino • Special award -- Innovative product • CCM Pharma • Others

  8. PROFILES IN BRANDING • HOE PHARMACEUTICALS SDN. BHD. • Manufactures skin cream & liquid preparations for prescriptions & OTC • Manufactures herbal & cosmetic products • Meets standards of WHO, Ministry of Health in Malaysia & other countries • Extensive international investment

  9. PROFILES IN BRANDING • BRAND CHALLENGES & OPPORTUNITIES • Foot problems very common • Cracked heel • Ladies & sandals • Extensive local/international competition • Dissatisfaction with competitive products • Quality product able to effectively solve customer problem • Branding not offering a capability, but solving a customer problem • Third-party credibility

  10. PROFILES IN BRANDING • SECRETS OF SUCCESS • Long-term commitment • “We have always looked at this as a long-term strategy; branding is not something that is done overnight.” • -- George Soh, General Manager • Followed a brand plan • Lack of planning shortcut to failure • “Malaysia’s Best;” “Tak Nak” campaigns • Planned growth in stages • First Malaysia, then Singapore, Thailand, Hong Kong, Taiwan, more

  11. PROFILES IN BRANDING • SECRETS OF SUCCESS • Extensive market research • Targeted at high-income 30+ females • Pharmacies, physicians • How product is used • Follow-up surveys for benchmarking • Operational excellence • High-quality manufacturing • Excellent integrated marketing execution • PR • Advertising • Collateral • Web • Promotion • Training

  12. PROFILES IN BRANDING • SECRETS OF SUCCESS: PR • Variety of targets • Local & monthly • Message is well-targeted • Open shoes • Overweight • Education • No moisture, dry out • Consequences • Infection • Doctor care

  13. PROFILES IN BRANDING • SECRETS OF SUCCESS: Advertising • Testimonial theme • Targeted message • Reflects target customer • Strong graphic image • Credibility • 3-day proofpoint • Reference for purchase • Package

  14. PROFILES IN BRANDING • SECRETS OF SUCCESS: • Collateral • Visual identification of problem • Inside: Education • How it works • What makes it better • Credibility • Before/After

  15. PROFILES IN BRANDING • SECRETS OF SUCCESS: Web • Good design • Easy to navigate • Easy to read • Complete product info • Contact info • Responsiveness • Current

  16. PROFILES IN BRANDING • SECRETS OF SUCCESS: Promotion • Promotion/contest • Linked to target market • 1 ct. diamond • Prospect involvement • Match slogan • Leveraged with PR • “I have been using Elgy Plus cracked heel for some time & I am so excited to be one of the winners.”

  17. PROFILES IN BRANDING • SECRETS OF SUCCESS: Training • “Retail detail” • Pharmacies, physicians • Educate • Why use • “Use product after cure”

  18. PROFILES IN BRANDING • SECRETS OF SUCCESS: Training • “Retail detail” • Pharmacies, physicians • Educate • Why use • “Use product after cure”

  19. PROFILES IN BRANDING • SECRETS OF SUCCESS: Results • #1 or #2 in each target market • 70-80% market share

  20. PROFILES IN BRANDING • SECRETS OF SUCCESS: Innovation • CCM Pharma • Key message -- innovation • Fastest way to win -- and lose -- top brand status • Branding tools • Credibility • Education

  21. SECRETS OF BRANDING • FIRST RULE OF BRANDING • It is not about you; it is about the prospect & customer SECOND RULE OF BRANDING All customers (and prospects) are not created equal. THIRD RULE OF BRANDING Measurement is critical.

  22. SECRETS OF BRANDING • 4 TYPES OF BRANDING • Acquisition branding • Targeting & segmentation • Retention branding • Keep customers longer & purchasing more • Brand penetration • Customer, account, product • Advocacy • Get customers to sell to others Acquisition PROFIT Retention/ recovery Brand penetration Advocacy

  23. SECRETS OF BRANDING Strategic Most FAQ: How long does it take to establish a brand? Planning priorities Branding Customer Product Marketing Ads, PR, etc.

  24. MOST IMPORTANT!!! BRAND PLANNING: PLAN • KEY ELEMENTS • I. Executive overview • II. Market, product, business & competitive review • III. Situation analysis • IV. USP (Unique Selling Proposition) • V. Strategies, objectives, goals & tactics • VI. Execution • VII. Budgeting • VIII. Timetables & responsibilities • IX. Measurement, evaluation & feedback

  25. SECRETS OF BRANDING • EXCELLENT RESOURCES Ministry of Health Malaysia MATRADE Branding Association of Malaysia

  26. THANK YOU! QUESTIONS? Find •Grow • Measure • Profit “A Malaysia-based brand consultancy that offers brand development, measurement, and execution through brand audits, sales and brand training, workshops, and results-driven marketing programs.” Nick@fusionbrand.com www.fusionbrand.com

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