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THE TASK:
Consumer Needs
Connecting the Brand with the Target Customer inseparably
Brand Deliverables
Key Consumer Insight: How all of the above add up to unearth the underlying drivers of demand for the relevant branded services amongst the target consumers.
Aspirational Needs
Emotional Needs
Functional Needs
Reference Occasion
Reference Consumer
Desire for freedom, modernity & progress a satisfying life of fulfillment and self expression as progressive
Aspirational Needs
Emotional Needs
Functional Needs
Reference Occasion
Moments of inspiration and fulfillment in everyday beer drinking occasions Urban Males, 18 34 years
Reference Consumer
Brand X
Heritage
Personality
Identikit
They also constitute the Standpoint from which the Brand can Speak the Brand Authority
Assessing Scope and Effectiveness of Brand Deliverables Ownable Values & Properties
Source of Authority: The totality of what underpins Brand Relevance and what stands the Brand apart from a customer perspective Functional Benefit: What the Brand can do for the customer
Brand Essence: A statement that establishes the central message that flows from all of these to target customers a message that should induce Passion for the Brand in the mind of the target consumer.
Assessing Scope and Effectiveness of Brand Deliverables Ownable Values & Properties
Source of Authority
(International) Quality Brewing Tradition Established origins; strength (horses); dating back to 1870 Red Colour reflecting Dynamism and fun
Emotional Benefit
Functional Benefit
Urbane, with positive & modern outlook; Competent, creative and progressive
Brand Essence
Brand Proposition
Babol inspires and supports aspirations for Progress and guarantees Fun filled experiences that are richer than the usual.
Establishing the Platform for Customer Engagement in a manner unique to the Brand the Consumer Proposition
BABOL
Brand Evocations / Values
Progress, Fun (+Dynamism) and Friendship SHARING ( the inspiration for, & the rare pleasures of realisable PROGRESS)
Essence
Brand Proposition
Babol inspires and rewards PROGRESS therefore guarantees Fun-filled experiences that are richer than the usual
Reference Consumer
Consumers
Translating the Proposition into Tangible Benefits Product & Service Development Process
Remember that an appropriate Value Proposition must revolve around the significance and relevance of each of the elements of the Marketing Mix.
Benefits Offered
- What does it do for me? - How does it make me feel? - What advantages vs Competition?
End-Value Associations
- What can it say about me? - How credible can this be? - What heritage can it leverage to support this? - How consistently can the brand make this happen?
Mandatories
State of Innocence
Trial
Adoption
Affinity / Preference
Elasticity Profile
Consistency with Presentation and Brand established Usage context, Identity projections Manner and Time (including Branding & relevance / usefulness of on-pack information
- Action Needed to Address Tasks (Marketing Mix Led Actions that are on
Strategy) + Implementation.
Events Sponsorships
TV Radio
Brand V/Prop
Press Outdoor
Sales Promotion
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