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Leading the Market

Leading the Market. Nick Quinn. Background. Lecturer Consultancy Venture Capital Blairs. Leading Your Market. Three Strands Market Research Product/Service Development Developing the “Brand”. Market Research. Market Research Understand your market Specification Price Packaging

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Leading the Market

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  1. Leading the Market Nick Quinn

  2. Background • Lecturer • Consultancy • Venture Capital • Blairs

  3. Leading Your Market • Three Strands • Market Research • Product/Service Development • Developing the “Brand”

  4. Market Research • Market Research • Understand your market • Specification • Price • Packaging • Customer service • Awareness • Perception

  5. Product/Service Development • Requires market research • What do customers need/want? • Niche or volume product/service? • Customisation • Research and development • Investment • Technology • People

  6. Developing the “Brand” • What is a Brand? • Types of Brands • Product • Company • Person • Perception = Reality

  7. What is a Brand • Product/Company Identification • Name • Logo • Slogan/Tag line • Values • Perception • Differentiation – Brand equity • Forming Impressions • A Verb?

  8. Product Brand- Unilever • Dove • Persil • Comfort • Domestos • Impulse • Lynx • Brut • 400 Brands • Walls (heartbrand) • Bertolli • Bovril • Colman's • Findus • Marmite • Pot Noodle

  9. Company Brand – Virgin Group • 70 Products & Companies Globally • Trains • Aviation • Television • Drinks • Music Festival • Clothes • Music • Telephony

  10. Name Brands • Versace • Chanel • Armani • Louis Vuitton • Dolce & Gabbana • Pierre Cardin • Ratner

  11. Brand Comparison Marks and Spencer VS Tesco No-Frills

  12. Brand – Key Points • Reinvention and Evolution • Protect Brand • Not Just a Logo or Name • Perception

  13. Leading the Market

  14. Groupwork • Market Research • Product/Service Development • Branding In Groups • Analyse your company • Compare your company with the industry and competitors

  15. Thank You!

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