This slides based on the Integrated marketing solutions, and Re-branding on the products.

1. Integrated Marketing
Communication
Branding Promotion &
Re-Branding

2. Business is a mechanism to sell
products and services and earn profits
Business Definition

3. Marketing Dynamics
‘Marketing is the
management process that
identifies, anticipates and
satisfies customer
requirements profitably’
‘The right product, in the
right place, at the right
time, and at the right price’

4. IMPLICATIONS OF
MARKETING

5.  Who are our existing / potential customer’s?
 What are their current / future needs?
 How can we satisfy these needs?
 Can we offer a product/ service that the customer would value?
 Can we communicate with our customer’s?
 Can we deliver a competitive product of service?
 Why should customer’s buy from us?
Questions? ?

6. The Marketing Environment &
Competitor Analysis
Five
Forces
Analysis
PEST
Analysis
SWOT
Analysis

7. SWOT Analysis
Strengths
(Internal)
Weaknesses
(Internal)
Opportunities
(External)
Threats
(External)

8. PEST Analysis
Political
Factors
Economic
Factors
Socio-Cultural
Factors
Technological
Factors

9. Socio-Cultural Factors
Factor 1
Factor 2
Factor 3
• Demographics
• Income
• Social Mobility
• Lifestyle Change
• Consumerism (HSE)
• Education Level

11. • What are the key forces at work in the competitive environment
• Are there underlying forces driving competitive forces?
• Will competitive forces change?
• What are the strengths and weaknesses of competitors in
relation to the competitive forces?
• Can competitive strategy influence competitive forces (Exp. by
building barriers to entry or reducing competitive rivalry)?
Porter’s Five Forces Analysis: Key Questions and Implications

13. Market Communication
Marketing Communication: Inform Remind and Persuade
Customers, directly or indirectly, about their brands
Marketing Communication contributes to brand:
Creating Awareness
Linking strong favorable unique brand associating with
memory
Eliciting Positive Brand Judgment or feelings

14. Marketing Communication Effectiveness
Brand
Knowledge
Competitors
Brand
Knowledge
Communication
• Your brand depth knowledge always facilitates to you an
effective communication
• Knowledge about competitors brand provoke you for good
communications
• Adding both will help you to influence customer’s with value
addition

15. Information Processing Model

16. 6 Steps to persuade a person
 Exposure: Hear the Communication
 Attention: Notice the Communication
 Comprehension: Understand the Message orArguments
 Yielding: Respond favorably to the Message orArguments
 Intentions: Plan to act in Desired Manner
 Behavior: Act in Desired Manner
All of the steps must be met for a consumer to be
persuaded

18. Brand Positioning and Attributes

19. Brand
Who the target
market is?
Who the main
competitor?
How the Brand is
similar to
Competitor?
How the Brand is
dissimilar to
Competitor?

20. Brand Positioning
Market..?

21. Target Market Selection
Market
Identifying
Market Size
Accessibility
Responsiveness

22. Segmentation
Behavioral-benefits,
Demographic-
age/sex/family/income/ race,
Psychographic-lifestyle,
Geographic-
region/population/ climate,
Nature of goods, Buying
condition,

23. Brand Positioning- Competition?

25. Defining and Establishing BrandValues
Core BrandValues & Core Brand Proposition
Brand Mantra

26. Core BrandValues
Set of abstract concepts or phrases that characterize
5-10 most important dimensions of the mental map of a
brand.
Perceptual Mapping Coverage
Perceptual Map  Core Brand Values  Brand Mantra

27. Brand Mantras
A Brand Mantra is an articulation of the “heart and soul” of the brand.
Brand mantras are short three to five word phrases that capture the
irrefutable essence or spirit of the brand positioning and brand values.
Nike
Authentic Athletic Performance /Just do it
Disney
Fun Family Entertainment

28. Brand Mantras
Emotional
Modifier (Fun)
Descriptive
Modifier
(Family)
Brand Function
(Entertainment)

29. How to Build and Communicate Brand Mantra

30. Criteria for Choosing Brand Elements
Brand
Elements
Memorable
Meaningful
Appealing
Adoptable
Protectable
Transferrable

31. An effective Brand Name Building Matrix

32. New Products and Brand
Extensions
Product
Development
Diversification
New Markets
Current Markets
Current Products New Products
Market
Penetration
Market
Development

33. New Product – Branding Decisions
When a Company introduces a New Product, it has three
main choices as to how to Brand it:
 A New Brand – individually chosen for the New Product
 An existing Brand Name applied in some way
 A combination of a New Brand with an Existing Brand

34. Brand Extensions
 An established brand name to introduce a new product
 An existing brand that gives birth to a brand extension is
referred to as the Parent Brand
 If a parent brand is associated with multiple products
through brand extensions then it is called a Family
Brand

35. Types of Brand Extensions

36. What is Rebranding
Rebranding is the process, creation of a new look and feel for an
established product or company.
The usual goal of rebranding is to influence a customer's perception
about a product or service or the company overall by revitalizing
the brand and making it seem more modern and relevant to the
customer's needs.
This is done to increase consumer loyalty, improve member
professionalism, enter a new market trend, create a stronger voice in
the industry, increase stakeholders value or to reenergize a company

37. Anatomy of Rebranding
Your new brand should help you achieve agreed business
objectives, PLUS
Shape company
perceptions in a
compelling way
Create and build
brand awareness
and reach
Enhance brand
image and profile
Improve
recognition, trust
and loyalty
Create positive
differentiation and
a competitive
instance
Unify the
company
internally and
externally

39. www.rummage.co.in