This is a brand strategy presentation that helped me communicate to top management the real definition of branding that was essentially needed for the company. I was able to elevate sales more 300% with the new brands launched by following some strategies mentioned in the presentation in detail. The information in this presentation is common and not confidential. It is just about the concept of branding but mainly focused for FMCG companies.
3. BRAND VISION
• What does
Stand for?
• If I go to the streets asking the first 5 people I
meet do you know Zalloum?
• What do you know about Zalloum?
• What do you think they would say?
4. BRAND VISION
• Where the brand can go and where it cannot?
• What business are we in?
5. BRAND POSITIONING
• The place in the consumer’s mind that we want
our brand to own –the benefit we want them
to think of when they think of our brand
10. BRAND POSITIONING
• Now, what is our brand positioning strategy?
• What type of biscuits can we do BEST?
• Do we want to lead the market in a specific
biscuits category?
• What do we want people to think of us?
• If we decide on such a specific category, do we
have the capabilities to become pioneers in it?
11. WELL CRAFTED BRAND
POSITIONING
• The target market we wish to pursue
• Business we are in or category we
compete in
• PODs, POPs & key benefits
12. Types of branding strategy
• Zalloum can opt for one or more of the 4 brand
strategies:
1. Product branding
2. Product-line branding
3. Product-range branding
4. Corporate branding
13. PRODUCT BRANDING STRATEGY
• an exclusive brand name for each product and the company name
being ignored. Every new product the company brings on to the
market is a new brand.
• Ex. Uniliver brands
Pros
Cons
It allows the brand to have unique
values, personality, identity and
positioning.
product cannibalization.
evaluate brand performance and worth
and allows better resource-allocation
decisions.
higher advertising and promotion
budget
totally self-supporting with little or no
corporate brand name assistance.
15. PRODUCT-LINE BRANDING
STRATEGY
• products appear under the same brand name, same
basic identity but with slightly different competencies
• E.g. Product line extension - Ivory soap and Ivory
shampoo
16. BRAND EXTENTIONS
• The concept of congruence determines the
success of a brand extension strategy
• E.g. Johnson’s baby powder and Johnson’s
baby oil – high congruence. But imagine Lysol
toilet bowl cleaner and Lysol toothpaste!!!
17. PRODUCT-LINE BRANDING
STRATEGY
Pros
Cons
economies of scale in advertising and
promotion.
Difficult to extend different consumer
groups or segments.
each new line extension strengthens
the position of the brand and therefore
its image.
The line helps defend the category
from predatory attack.
18. PRODUCT- RANGE BRANDING
STRATEGY
• A number of products in a broad category are grouped
together under one brand name and promoted with one
basic identity
• Compared to product-line branding, product-range
branded products carry out basically the same functions
but at different performance levels like various cars in
the Mercedes S, E, C and A class and Intel’s Pentium
and Celeron ranges of microprocessors
• Therefore the advantage here is that a single brand
name allows some economies of scale in advertising
and promotion as the products tend to carry the same
overall brand values and positioning
20. CORPORATE BRANDING
STRATEGY
• The product brand name has a high profile but is
endorsed by the parent company which gives the
product a stamp of quality and credibility
• Here the product brand is self supporting in
practically every respect but retains the assurance of
the corporate brand endorsement
• The main disadvantage here is that corporate does
not leverage scale of economies in advertising and
promotion as each product gets advertised separately
22. BEST STRATEGY OPTION
STRATEGY
OBJECTIVE
ADVANTAGES
PRODUCT- RANGE
BRANDING STRATEGY
We establish an umbrella
a single brand name allows
brand to carry all products some economies of scale in
under the biscuits business. advertising and promotion
as the products tend to carry
We invest to build this
the same overall brand
brand and give it a unique
values and positioning.
identity.
According to the current situation, this is the best strategy that meets future
objectives of the biscuits business.
23. BRAND HIERARCHY
Biscuits business
Zalloum Group
Biscuits
business
(Bis Kit)
Geena
Geena
strowberry
Geena
Chocolate
Choco2
Geena Vanilla
Choco2 Honey
Yami
Double Choco2
Yami Caramel
Petit Beurre
Yami Choco
80GM
Finger
1000GM
25. BRAND HIERARCHY
Food Business
Zalloum Group
Rawabi Food
business
Tommato paste
business
Beans business
(Rawabi)
99 (400GM)
Buscuits
buisness
(Rawabi)
high
concentration
74 (380GM)
300GM
medium
concentration
140GM
26. What is a brand?
• A brand is a name, label, package, sign,
symbol, design, character or a combination of
the above to identify the goods or service of a
seller and differentiate it from the rest of the
competitors
• Ex. Al Bader and Golden
27. Brand Awareness
• brand recall requires that consumers correctly
generate the brand from memory when given
relevant cue
• For example, recall of Kellogg's Corn Flakes
will depend on consumers ability to retrieve
the brand when they think of the cereal
category
32. What happens when equity increases?
•Bargaining power with distributors on price
can have some justification for above the
average pricing
•Channels will search for our products, thus
less distribution cost
•Stronger competitive position in the market
•Lower advertising and promotions cost
•We can have more brand extensions
33. How does one build PROFITABLE brands?
• Economics and market price
• Branding can ask for a higher price claiming “I
am different and unique, not like others!”
• Impulse items, people are willing to pay more
buying emotional factors of a brand, intangible
assets of a brand
34. Barriers to Long-Term Success of Improving
Existing Businesses
• Competitors response – fast and vigorous
• Hard to hide incremental innovations
• Market dynamics – easy to get behind/less relevant
PPT 12-34
35. How does one build PROFITABLE brands?
Blue Ocean Strategy
Multiple Product/brand
variations that decrease
uniqueness. Ex. Happy
Choco in different brand
extentions
Focusing on
traditional
factors /POP in
communication
Unique
Revenue and
brand identity
Theme
STRONG diff’n
Artistic style
36. How does one build PROFITABLE brands?
• Blue Ocean Strategy
37. How does one build PROFITABLE brands?
• Differentiation: something that says “WOW”
38. How does one build PROFITABLE brands?
• Differentiation: something that says “WOW”
39. How does one build PROFITABLE brands?
• Blue Ocean Strategy
40. How does one build brands?
• Product placement in a mall - Guerrilla marketing
• REAL RACING CAR!
• promotion, small car as a gift with every package
Get your chance to win this car!
41. Brand Ambassadors
• A marketing term for a celebrity employed by
a company to promote its products or services
within the activity known as celebrity
branding.
42. How does one add value?
•
•
•
•
“value is in the eyes of the beholder”
Good product quality / consistent
Unique identity that communicates the value of quality
It is hard for rivals to copy emotional factors
43. The value proposition
Sort out
functional values
Simplicity
Stay relevant
Consistent
Keep adding
value
Specialization
44. Creating the brand
• Choosing a brand name
• Develop rich associations and promises
• Managing customer brand contact to meet and
exceed expectations
45. Considerations in choosing a brand
name
• What does the brand name mean?
• What associations / performance / expectations
does it evoke ?
• What degree of preference does it create?
46. A brand name should indicate
• Product benefits
• Product quality
• Names easy to
remember, recognize,
pronounce
• Product category
• Distinctiveness
47. Brand Elements
• Criteria for choosing brand elements:
• Memorability: easily recalled and recognized.
• Meaningful: descriptive and persuasive meaning. Identified
based on the brand element. Suggest something about a
particular kind of product, key attributes or benefits.
• Likeability: fun and interesting. Rich visual and verbal
imagery. Pleasing.
• Transferability: within all categories, ages and cities. In
general, the less specific the name, the more easily it can be
transferred across categories.
• Adaptability: most brand elements must be updated. (Betty
Crocker brand stays up-to-date).
• Protectability: legally protected internationally or regionally
48. 360 ° Brand Experience
• It is the marketer’s promise to give a set of
features and benefits consistently
• A logo is not your brand, nor is it your identity