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Hans Cools Marketing Communication in a broader context of Brand and Marketing strategy

Hans Cools Marketing Communication in a broader context of Brand and Marketing strategy. Introduction. What is Marketing Communication ?. Definition of Marketing Communication. All types of messages using various instruments by means of which a company communicates with its target

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Hans Cools Marketing Communication in a broader context of Brand and Marketing strategy

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  1. Hans CoolsMarketing Communication in a broader context of Brand and Marketing strategy

  2. Introduction What is Marketing Communication ?

  3. Definition of Marketing Communication All types of messages using various instruments by means of which a company communicates with its target groups and stakeholders to promote its products or the company as a whole

  4. The x Ps of Marketing

  5. The C’s of Marketing • Robert Lauterborn • Product -> Customer Solution • Price -> Cost to the customer • Place -> Convenience • Promotion -> Communication

  6. Marketing and Branding in the business context Who do we work for ?

  7. Marketing and Branding in the business context • Corporate strategy • Michael Porter : structurele analyse van een industrie

  8. Marketing and Branding in the business context • Corporate strategy • Michael Porter • Concurrentie strategie Competitive advantage 1. Cost Leadership 2. Differentiation Broad Target Stuck in the middle Competitive scope Narrow Target 3A. Cost focus 3B. Diff. focus

  9. Marketing and Branding in the business context What role do marketing, branding and marketing communication play in this ?

  10. Marketing and Branding in the business context • Brand value : • A measure of the financial value of a brand as a separable asset - when it is sold or included on a balance sheet • Brand equity : • A measure of the influence that a brand exerts on the buying behaviour of customers

  11. Marketing and Branding in the business context • Brand value : Net present value of the forecasted brand earnings, discounted by the brand discount rate • Steps • Market segmentation • Brand share of earnings • The future cash flow generated by the brand • The expected duration of such cash flow • Brand strength determination (= brand equity) • Risk analysis expressed in terms of a discount rate • Brand value calculation

  12. Marketing and Branding in the business context • Brand architecture : branded house vs. house of brands • Branded house • Nivea • Fortis • House of brands • P&G detergents • General Motors

  13. Solo Roda Planta Effi Bertolli Belolive Vitelma Becel PA Alpro Boter Becel Marketing and Branding in the business context • Portfoliostrategie: vb. margarine markt Extravert / Verkennend Ik / Affirmatie Wij / Confirmatie Unilever Vandemoortele Introvert / Normatief

  14. Marketing and Branding in the business context • Brand key

  15. Marketing and Branding in the business context • Brand equity : model van Aaker

  16. Summary Marketing Communication Marketing / Brand Mix Brand Equity Brand Value Shareholder Value

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