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Thursday, October 20, 2011

to Bonding
Karina Yenadia Mery Mariana Muhammad Setyadie Rifki Eka S.
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Branding

From

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ConcepT

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What is

Name, term, sign, symbol, or design, or combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors
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A product is something that is made in a factory; a BRAND is something that is bought by a customer A product can be copied by a competitor; a BRAND is unique A product can be quickly outdated; a successful BRAND is timeless

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The Roles of
FOR CONSUMER
Product source identification Responsibility assignment to product maker Risk reducer Search cost reducer Promise, bond, or pact with product maker Symbolic device Signal of quality

ND RA B
tracing

FOR PRODUCER
Means of identification to simplify handling or Means of legally protecting unique features Signal of quality level to satisfied costumers Means of endowing products with unique associations Source of competitive advantage Source of financial returns

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Building Brand Equity


Choosing Brand Elements
Designing Holistic Marketing Activities

Leveraging Secondary Associations


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Choosing Brand Elements


ELEMENTS
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CRITERIA Memorable Meaningful Likable Transferable Adaptable Protectable

Brand name Logo Symbol Character Packaging Slogan

Managing Brand Equity


Brand Reinforcement
By consistently conveying brands meaning in term of:
what product it represents, core benefits it supplies, and needs it satifies how the brand makes product superior

Brand Revitalization
Change in marketing environment affect brand
back to basics
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reinventing

Brand Resonance Pyramid


Stages of Brand Development
4. Relationship = What about you and me?

Brand Building

Branding Objective at Each Stage


Intense, active loyalty

3. Response = What about you?

Resonance

Positive, accessible reactions

2. Meaning = What are you?

Judgement

Feelings

Points-of-parity & difference

Performance 1. Identity = Who are you?

Imagery Deep, broad brand awareness

Salience

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Marketing Advantages of Strong Brand


Improved perceptions of product performance Great loyalty Less vulnerability to competitive marketing actions Less vulnerability to marketing crises Larger margin & Greater financial market return Consumer response : inelastic to price increases & elastic to price decreases Great trade cooperation and support Increased marketing communications effectiveness Possible licensing opportunities Additional brand extension opportunities Improved employee recruiting and retention
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BACKGROUND

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Danone - Aqua (PT. Tirta Investama)

27 Sept. 2005

byline : minuman isotonik bernutrisi


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tagline :

27 September 2005 (launch at Surabaya)

Nopember 2006

isu Bahan Pengawet

orange lime RP 2500 passion fruit

everyday restoration drink

#2 in Market market 400%

28 Nopember 12 Desember 2006

RECALL
30 depo, 50 distributor dan 1 juta outlet

June 2008

Sales 35 M

Success in doing TURN AROUND

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AnalysiS

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2006
natrium benzoat

marketing strategy

distribution strategy

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avoiding

education

communication strategy
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..and their competitor..

minuman kesehatan kok berbahaya

menaikan budget promosi

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2008 Brand Revitalization

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mibody

mimind

mimood

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Merek

Produsen Ukuran 330 ml (kaleng)

Produk Rasa Citrus Kemasan

Harga

Channel Distribusi

Promo7on

Pocari Sweat PT. Amerta Indah Otsuka, 1990

Kaleng & Rp. Modern & Opinion leader mis : Dokter , sachet 4900,- tradiJonal Edukasi masyarakat melalui (kaleng), channel seminar, forum dll, sampling di spa dan pusat olah raga, Rp. 1500 sekolah. Endorser Mia Audina, (sachet) Irfan Bachdim Rp. 3200,- Modern & tradiJonal channel Sampling road show, iklan tv,radio,media cetak, educate benet product,visualisasi karakter animasi stamina,konsentrasi,semangat, Tantangan Mizone jadi 100% kamu

Mizone

Aqua Danone , 2005

500 ml

Orange Lime, Botol Lychee Lemon, Manga kweni, Apple Guava

Powerade

Coca Cola Indonesia, 2006

500 ml

Lemon,orang e Anggur, Jeruk,Sirsak

PET

Rp 3.200,- Rp. 3500,-

Modern channel

Sponsorship acara olah raga besar seperJ olimpiade

Vitazone Mayora Indah, 2006

500 ml

Botol

Modern & Iklan TV, media cetak, radio, tradiJonal endoser Agnes Monica, channel Jejaring Sosial

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ed as -B er m ty u i s n qu o E C d an r B

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Brand Salience
YES YES

Modern, eye catchy, youth not fresh enough


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Top of Mind Isotonic Brand


Pocari Sweat Mizone Powerade Vitazone

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Brand Performance

identity

Everyday Restoration Drink!?

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Brand Performance
cheaper, communication, availability, varian
too sweet, is it isotonic or flavored water?, packaging

meaning

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meaning

Brand Imagery
not for everyday

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Brand Judgement

Quality: fresh,+concentrate
Credibility: isotonic drink with lots of varian (innovative), 100% you(trustworthiness), fun-energic-enjoy-spirit (likeability) Consideration : Personal Good Promotion Program 2nd Alternative

Respon

se

Superior : Cheaper than others Lots of Varian

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Brand Feeling
Fresh, +Energy, +Spirit Promotion Customers Wants No Bonding
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Respon

se

Relationship

Brand Resonance
No Proudness Lost for less varian and cheap product in market No Recommendation
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RecommendatioN

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Loyalty/Advocacy Committed to the Brand

Liking the brand


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PRODUCT

Maskot

Packaging
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COOL BOX
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Lounge - Routine

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Lounge - Routine

mibody

mimood

mimind

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we are PROUD to be MIZONER

Routine Activity Build Relationship

Membership and Benefit #ImMizoner


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KeyLearninG

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offers numbers of benets & also need to be carefully managed

for unfavorable conditions: take immediate actions reduce bad associations promote the benefits
regain customers trust
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Relationship

is very important. It

makes brand alive, not only a name of product

Community is one of the


best way to create brand loyalty

Brand Bonding will


provide sustainable future revenue & advocacy for the brand
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.ThankYou.
Rifki Mery Adie Karin

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