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Branding Strategic Proposal

Bonding with consumers


PRIM Consulting

2011

Branding Strategic Proposal 2

Table of Contents
1. 2. Executive Summary.............................................................................................................. 3 Statement of understanding ................................................................................................ 4 2.1. 2.2. 2.3. 2.4. 2.5. 3. 4. 5. Project Scope .................................................................................................................. 5 Objectives........................................................................................................................ 8 Method/ Approach ....................................................................................................... 9 Benefits .......................................................................................................................... 11 Project Schedule and Fee ............................................................................................ 12

Company Profile and Qualifications ............................................................................... 13 Appendix A: Customers satisfaction level with KANO analysis method ................. 14 Appendix B: BCG Matrix ................................................................................................... 15

Branding Strategic Proposal 3 1. Executive Summary

Perhaps the most distinctive skill of professional marketers is their ability to create, maintain, enhance, and protect brands. Branding has been around for centuries as a means to distinguish the goods of one producer from those of another. Branding identify the source or maker of a product and allow consumers, either individuals or organizations to assign responsibility for its performance to a particular manufacturer or distributor. Consumers may evaluate the identical product differently depending on how it is branded. Brands also perform valuable functions for firms:

They simplify product handling or tracing. A brand also offers the firm legal protection for unique features or aspects of the product. Brand signal a certain level of the quality so that satisfied buyers can easily choose the product again. Brand loyalty provides predictability and security of demand for the firm, and it creates barriers of entry that make it difficult for others firms to enter the market. Loyalty can also be translated into customer willingness a higher price often 20% to 25% more than competing brands. Branding is a powerful mean to secure a competitive advantage.

Branding Strategic Proposal 4 Sometimes marketers dont see the real importance of brand loyalty until they change a crucial element of the brand. However, brand is not built by advertising alone. Customers come to know a brand through a range of contacts and touch points: personal observation and use, word of mouth, interactions with company personal, online or telephone experience, whether positive or negative, a customer or prospect has with the brand, the product category, on the market that relates to the marketers product or service. With the dramatic change in the marketing field, marketers are now learning to build a considerable holistic marketing program getting them close to the Csuite (C-suite=customers).

2. Statement of understanding

All brands have boundaries, a brand can only be stretched so far, and segments the firm would like to target may not view the same brand equally favorably. Marketers often need multiple brands in order to pursue these multiple segments. Some other reasons for introducing multiple brands in a category include:

1. Increase shelf presence and retailer dependence in the store 2. Attracting consumers seeking variety who may otherwise have switched to another brand 3. Increase internal competition within the firm

Branding Strategic Proposal 5 4. Yielding economies of scale in advertising, sales, merchandising, and physical distribution. The brand portfolio is the set of all brands and brand lines a particular firm offers for sale in a particular category or market segment.

It is sometime difficult to decide for a brand portfolio in both ways, new or existing product. The key issue is the market continuous dynamism. Thus, marketers decide to use either techniques for market entry or repositioning:

Flankers Cash Cows Low End Entry Level High End Prestige

Although, these marketers are seeking to create customers value by building their brand equity to be easily ascribed to the consumers attributes.

2.1. Project Scope

Branding Strategic Proposal 6 A firms brands strategy reflects the number of both common and distinctive brand elements it applies to the product it sells. Product introduction is revolved in three choices:

1. Develop new brand elements for the new product. 2. Apply some of its existing brand elements. 3. Use the combination of new and existing brand elements.

Our scope of work the scope is aimed to relinquish the most sustainable attribute to build a scalable brand. From customer value offerings to competitive advantage development; this strategy should address all the necessary value to improve the bottom line.

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General Information Project Name Project Manager Name Project overview Project Goal and Objective Devising a brand strategy Brand Value Chain Development 1. Building Brand Equity a. Brand naming b. Marketing activities support program c. Brand endorsement Branding: Choose brand elements Develop brand elements Branding Marketing: Designing Holistic Marketing Activities Leveraging Endorsement: Other brands Branding Strategy

Branding Strategic Proposal 8 Places People Things

2.2. Objectives

Develop a brand value to cope in new opportunities and help the product better position and stay competitive.

1. Create a product awareness and trial 2. Maximize market share 3. Maximize profit while defending market share 4. Offer product extension, services, warranty 5. Build intensive distribution 6. Build awareness and interest in the mass market 7. Stress brand differences and benefits 8. Increase to encourage brand switching.

Our ultimate goal is to have your entire organization make a commitment behind the all branding strategy to find your brand truth and target winning mind-set. In the

Branding Strategic Proposal 9 objectivities we want to accelerate your brand equity and sustain it with a great campaign to engage targeted audiences.

2.3.

Method/ Approach

There is no secret to develop new brand equity or an existing one. The sole issue is the creativity of a simple masterpiece solving a unique problem. Market wants and needs are always on the call; however, they have attributes to be embedded in every brand developed to fulfill them. We work on three different dimensions with various parameters to create attractiveness of the market offering: Products features and quality, services mix quality, and Value-based prices.

Value-based prices

Attractiveness of the market offering

Products features and quality

Services mix and quality

Branding Strategic Proposal 10 Core benefits: Understand the market wants and needs as a fundamental level 1. Transform the core benefit into a basic product 2. Conditioning: Develop a set of attributes of the expected product customers desire. 3. Value increase: Augment product that exceed customers expectations 4. Potential product which encompasses all the possible augmentations and transformations the product or offering might undergo in the future.

We approach the branding concept meticulously to better apprehend the bounding point a product has with its prospectors. This is a tedious task requiring more than just research, but analytical approach to case studies.

Branding Strategic Proposal 11 2.4. Benefits

The result of the brand equity will be a successful creation of customer focused proposition, a cogent reason to engage the targeted audience.

Competitive frame f reference: Determine your brand category to craft difference.

Desirability values Relevance: Your target consumers will find the Point-of-Difference (POD) relevant and important. Distinctiveness: Your targeted audience will find the POD distinctive and superior. Believability: Your product will stand to convince consumers of its POD.

Deliverability Values Feasibility: Your product design and marketing offering will support the relevancy addressed. Communicability: Your brand will embed all the benefits compelling and owe the rational of it value. Sustainability: Your entire organization must commit to undergo the change and devote necessary resources to maintain the position.

Branding Strategic Proposal 12 2.5. Project Schedule and Fee

It is currently difficult to schedule an exact project milestone without a thorough knowledge of what kind and type of product will be rebranded or branded under this project scope. However, we can provide a series of tasks that will be performed during the project.

First task: Product industry research and competitors identification Second task: Customers wants and needs apprehension and best in class product of the category.

Third task: Develop a unique value based on researched values Fourth task: Discern the attributes to be addressed in the Integrated Marketing Communication.

Fifth task: Develop a holistic marketing program accordingly with the product attributes.

Sixth task: Identify and propose all endorsement possibilities to enhance visibility and support the marketing program.

Seventh task: Establish the product potential

Fee: We will not be able to give a definite cost before being introduced to your product. You may just keep in mind that our branding solution packages start at $ 350.00 for a simple product point of parity definitions.

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3. Company Profile and Qualifications

PRIM (Parade Redeeming Industries Mending) is a professional business service provider in different disciplines. Assisting, addressing, and solving businesses in the entrepreneurial hurdle. PRIM advocates its clients needs with the most reliable data and information while considering environment dynamic changes. We do so, to enable our clients scalability overtime and adaptability to uncertainties. We have accumulated experience of 20 years in Accounting , Tax Services, Marketing, Business Planning, Project Management, and other business support services such as productivity consulting, Business Process Improvement (BPI), etcetera.

Qualifications

The following are the educations credentials earned by Mr. Idrissa Sinare. Mr. Idrissa will be in charge of researching and executing your business plan, as well as the consulting period of 7 days after project completion.

Bachelors Business Administration Concentrated in Marketing American Intercontinental University (AIU)

Branding Strategic Proposal 14 Certificate Marketing Communication Ashworth University (AU) Diploma (10 Years Intensive Business Studies) Business Administration Concentrated In Accounting Institute Commercial and Technique Akpode (ITCA) SIX Sigma Green Belt Balance Scorecard Certificate

4. Appendix A: Customers satisfaction level with KANO analysis method

Exhibit 1: Kano analysis Theory:


Delighter Satisfied

More is better

Customer Satisfaction Scale

Neutral

Must Be

Dissatisfied

Kano analysis consists of identifying the realm of customers satisfaction through offering attribute s and features. The must be is a standard all offering must have regardless of the technique applied in the branding. An absence of the must be will turn

Branding Strategic Proposal 15 the product to the Dog category on the BCG Matrix. Therefore, in need of branding an increase of features and value may create more satisfaction, which resumes to more is better. Customers want more value and companies are required to provide these values with sound actions. The delighter is what world class companies use to remain on the top of the best in class. A product that has the delighting features in its attribute always satisfies customers needs, penetrate, and growth rapidly in the market.

5. Appendix B: BCG Matrix

High

Star
Market Growth

Question Mark or Problem Child

Cash Cow
Low High

Dog

Relative Market share

Low

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In the BCG (Boston Consulting Group) matrix, one axis represents relative share, a surrogate for competitive strength. The other represents market growth, a surrogate for potential. Along each dimension, products are classified as high or low, placing them in one of four quadrants. In the traditional interpretation of this matrix, products with high relative market shares in growing markets are deemed stars, suggesting that they should be supported with vigorous investment. The cash for that investment may be generated by cash cows, product with high relative shares in low growth markets. Problem child products may have potential for future growth but hold weak competitive positions. Finally, dogs have neither strong competitive position nor growth potential.

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