Sesi 7 brand crisis
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when crisis hit you brand. What should you do?
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Sesi 7 brand crisis
- 1. Brand Crisis Firsan Nova Managing Director Nexus Risk Mitigation and Strategic Communication PT. Denandra Stratejik
- 2. ๏ฎ The brand is you
- 3. Merek ๏ฎ Nama, istilah, tanda, simbol, atau desain, atau kombinasi dari keseluruhannya yang dimaksudkan untuk mengindentifikasi barang atau jasa dari penjual atau sekelompok penjual, agar dapat dibedakan dari kompetitornya. ๏ฎ Sebuah merek yang terkenal dan terpercaya merupakan aset yang tidak ternilai ๏ฎ Produk itu bs tdk dikash nama disebut no Frill Product maka product itu tdk akan terkena brand crisis krn akan sulit diidentifikasi. ๏ฎ Brand crisis bicara tentang product yg memiliki brand.
- 4. Ekuitas Merek ๏ฎ Menurut perspektif konsumen: sebuah merek memiliki ekuitas sebesar pengenalan konsumen atas merek tersebut dan menyimpannya dalam memori mereka beserta asosiasi merek yang mendukung, kuat, dan unik
- 5. Individual Product Decisions Individual Product Decisions Product AttributesProduct Attributes BrandingBranding PackagingPackaging LabelingLabeling Product Support ServicesProduct Support Services
- 6. Berapa nilai sebuah merek? ๏ฎ Merek global seperti Coca-Cola memiliki harga sekitar US$70 miliar ๏ฎ Microsoft nilai mereknya bernilai US$56 miliar ๏ฎ Nilai merek PT HM Sampoerna saat dibeli Philip Moris bernilai Rp39 Triliun
- 7. Berapa biaya membangun merek? ๏ฎ HM Sampoerna diperkirakan mengeluarkan uang Rp2 Triliun untuk membangun A-Mild ๏ฎ Wings group untuk membangun merek Mie Sedap menghabiskan ratusan milliar dalam 2 tahun pertama peluncurannya
- 8. Kasus: Krisis kepercayaan konsumen Amerika terhadap industri otomotif lokal ๏ฎ Bagaimana Amerika memproteksi merek otomotif lokal mereka dari serbuan mobil-mobil Jepang? ๏ฎ Amerika mengirim delegasi ke Jepang dgn sebuah tuduhan bahwa Jepang mempunyai aturan berlapis2.
- 9. Brand s Brand s Advantages of Brand Names Brand Equity LoyaltyLoyalty AttributesAttributes Quality & ValueQuality & ValueConsistencyConsistency IdentificationIdentification AwarenessAwarenessCredibilityCredibility AssociationAssociation
- 10. ๏ฎ Salah satu tren menyedihkan dalam dunia bisnis di Indonesia adalah semakin lemahnya kekuatan merek- merek lokal.
- 11. Unsur Brand Equity ๏ฎ Brand awareness ๏ฎ Brand association ๏ฎ Perceived Quality ๏ฎ Brand loyalty
- 12. Strategi perluasan merek ๏ฎ Line extension (perluasan lini) ๏ฎ Brand extension ๏ก Transferability of competence ๏ก Complementary ๏ฎ Downscaling ๏ฎ Up scaling ๏ฎ Co-branding
- 13. Brand StrategyBrand Strategy ๏ฎ Line ExtensionLine Extension ๏ก Existing brand names extended to new forms, sizes, and flavors of an existing product category. Cth: Cocacola zero sugar, mie sedap Goso. ๏ฎ Brand ExtensionBrand Extension ๏ก Existing brand names extended to new product categories. ๏ฎ MultibrandsMultibrands ๏ก New brand names introduced in the same product category. ๏ฎ New BrandsNew Brands ๏ก New brand names in new product categories.
- 14. Memilih nama merek ๏ฎ Mudah diingat ๏ฎ Relevansi terhadap kategori produk ๏ฎ Tingkat keunikan nama ๏ฎ Konsistensi dengan strategi positioning ๏ฎ Cakupan distribusi
- 15. Keputusan nama merek ๏ฎ Nama merek individual. Dlm nama kel berguna utk mengantisipasi apabila terjadi krisis pd suatu brand produk, maka produk yg lain bs diisolasi agar tetap survive.Cth: Unilever ๏ฎ Nama kelompok digunakan untuk semua produk cth: samsung, LG. (agar lbh terkenal utk menghilangkan cost yg lbh mahal utk produknya dlm launch product) ๏ฎ Nama kelompok yang berbeda untuk semua produk. Cth: Bakrie ๏ฎ Nama dagang perusahaan dikombinasi dengan nama produk individu. Cth: Toyota (avanza), Honda (Crv)
- 16. Product Life Cycle Product Life Cycle Time Product Develop- ment Introduction Profits Sales Growth Maturity Decline Losses/ Investments ($) Sales and Profits ($) Sales and Profits Over the Productโs Life From Introduction to Decline
Editor's Notes
- Individual Product Decisions This CTR corresponds to Figure 8-2 on p. 244 and relates to the material on pp. 244-255. Instructorโs Note: The CTR provides an overview on each of the decision areas. Each area is covered in more detail on subsequent CTRs. Product Attribute Decisions Product Quality . Product quality stands for the ability of a product to perform its functions. Quality includes the attributes of overall durability, reliability, precision, ease of operations, and quality consistency -- the ability to maintain the targeted level of quality in delivering benefits to consumers. The importance of quality has lead to widespread adoption of Demings Total Quality Management, first by the Japanese and now increasingly by U.S. firms. Product Features. The number and combination of product features offered consumers are assessed in terms of customer value versus company cost . Consumers seek value and need-satisfaction. Features irrelevant to consumers are undesirable. Also, additional features cost money to produce and higher quality features are more costly still. Product feature decisions must be carefully tied to consumer needs and consumer perceptions of received, affordable value. Product Design. Product design combines attention to style (appearance) with enhanced performance. Style alone may attract attention but not improve performance. Discussion Note: You may wish to discuss how style may adversely affect perceptions of product performance. Good styling may inadvertently lead to higher performance expectations on the part of the interested consumer. For this reason, product attribute decisions incorporating a marketing perspective should focus on product design over style alone.
- Brands This CTR relates to the material on pp. 245-247. Brands A brand is a name, term, sign, symbol, or design, or a combination of these intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Powerful brands names have consumer franchise -- they command consumer loyalty. Levels of Brand Meaning Attributes. A brand elicits certain product attributes in the minds of consumers. The company may use one or more of these attributes in its advertising to reinforce these perceptions in the consumer. Benefits. Consumers buy benefits, not attributes. A key aspect of a successful marketing program is linking attribute perceptions to tangible product benefits. The benefits may produce objective need-satisfiers, such as increased safety, or psychological benefits, such as enhanced self-esteem. But in both cases, the actual benefit must be available in the product. Values. Brands communicate information about the buyerโs values. The benefits of the brand indicate that these things are important to the consumer who chooses them. Some consumers, especially those of luxury goods, often select a particular brand in part because of what it communicates to others about the owners values. Personality. Brands project a personality. People personify brands and products. Psychologists have pointed out that we tend to be attracted to those like us, those we aspire to be like, and those we want others to view us as being like. Brands can help people, almost literally, become the type of person the want to be. Brand Equity Brands are used to create awareness , build preference , and ultimately, to command loyalty among consumers. Companies with strong brands often attempt to build brand portfolios by acquiring brands with strong brand equity from other companies.
- The Product Life-Cycle This CTR corresponds to Figure 9-2 on p. 288 and relates to the material on pp. 287-293. Instructorโs Note: This CTR can be used to overview the life cycle concept. Strategies appropriate for each stage are discussed on the following CTRs. Product Life Cycle Stages Product Development. Development begins when the company finds and develops a new product idea. During development the product has costs but no sales. Development costs must be strategically weighed against the projected length of the product's PLC. Introduction. During the introduction of new products initial sales growth is slow as the market is just becoming aware of the product. Profits are usually nonexistent at this stage due to heavy promotional spending. Growth. This stage is characterized by rapid market acceptance of the product and increasing profits. Maturity . In maturity there is a slowdown in sales growth as the product has achieved acceptance by most potential customers. Profits may level off or decline as marketing costs increase to defend existing market share. Decline. In this period sales begin to fall off and profits decline dramatically.