Creating a strong brand

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Creating a strong brand
What is the big idea at the centre of the
company? What are the companys values? Where
is the company being taken in the future? How is
the company perceived?
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Customer profile for different brands
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How susceptible are you to brands when you buy
things?
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A marketing failure
A food company launched a new breakfast cereal
product into a northern European market. The
idea behind the product was that it would be a
quick and easy alternative to making porridge
oats (oatmeal in American English), which is a
winter breakfast cereal eaten hot that requires a
bit of preparation. The new product was a
disaster. People who made porridge for breakfast
did not switch over to the new instant
product. What could the marketing department do
to rescue the situation?
5
Email to MD of Rainbow Software Solutions
(suggested answer)
Dear Sir / Madam, Confidential Im writing this
email to put the record straight on the North
American marketing operation in the wake of its
failure in California, Washington State and
Arizona. There were four main problems firstly,
the strategy document was ineffective secondly,
the software was faulty also, the hardware failed
owing to temperature problems finally, there was
a lack of support from Dimitri Karras. As a
result of these problems, the operation was a
failure. My recommendation is that there is an
emergency meeting with a view to seeing how the
situation can be rectified.
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What brands would you associate with these young
people?
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Dos and donts in advertising and marketing
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Advertisement for a sat nav
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Rewritten advertisement for a sat nav
Introducing the sleek new WayBeYond 250 satellite
navigator its got everything you need to get
you where you want to go! And a lot more! With
its easy-to-use functionality and superb
navigation software, finding destinations and
getting to them has never been easier. Features
MP3 player for your favourite driving
music Bluetooth hands-free, with rechargeable
battery power, so phoning has never been easier
or safer Camera locator to spot speed
traps Where is it? to find directions to
nearest petrol stations and hospitals Easy-to-read
maps for both home and in Europe Get where you
want to go!
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Typical Australian taxi users
A survey of Australian taxi users produced the
following information Demographic Taxi users
are equally distributed between all age groups.
They have predominantly medium or high
incomes. Reason for travelling Social 40,
professional 12, airport 10, shopping 6 Other
info Business travellers are probably less
sensitive to price than other users, and probably
give better tips, but represent a surprisingly
small segment of the market.
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Presnya Taxi strategy options

• make current, We do better strategy more visible
  - how?
• go upmarket, e.g. limos, business-only and
  ladies-only cars?
• go downmarket cut costs, salaries, service and
  prices, develop advertising revenue
• think laterally, e.g. taxi motorbikes, equipped
  with comfortable passenger seat, protective
  clothing and helmet, radio telephone, etc.
• radical solution to traffic, comfort and image
  problems?

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Presnya Taxi branding decisons

• change name, logo, etc. to something more in line
  with target customer profile?
• make clearer, more targeted promise to customers
  - what?
• develop new image and company values to match new
  strategy - what?

13
Presnya Taxi partnering decisons

• can we find a partner business to share resources
  and costs? e.g. hotel / restaurant chain,
  airline, railway, B2B, football club, other?
• can we use the Internet to enhance customer
  service / experience, perhaps with partners?

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Presnya Taxi promotion options

• advertising - where, when, what?
• organize events - what?
• should we have a website?
• could we use direct mail?
• what about sponsoring a basketball team?