Brand Marketing Plan Quiz FY 2025

Course Information

• Course: MM 5720 Brand Management
• Pre/Co-requisite: Module 3, Brand Elements and Marketing Programs
• Topic: Brand Elements and Marketing Programs to Build Brand Equity (continued)
• Instructor: Romualdo A. Romualdo, MBA, RME

Course Theme

• Workshop style, focusing on a hypothetical company/brand/product/service for academic purposes only.
• Visualizations of topics are emphasized to enhance learning and support course outputs.
• Recordings are not permitted; active participation during the onsite class is expected.
• Academe theories meet industry practice. This represents the nature of the course.

Course Plan and Approach

• Comprehensive exploration of brands, brand equity, and strategic brand management.
• Brands are recognized as valuable corporate assets crucial for competitive advantage & long-term profitability.
• Examines how brands are perceived, constructed, managed, and evaluated for organizational superiority & sustainable profit growth.

Course Plan & Approach (Details)

• Developed by Brand Executive, Brand Manager, and Brand Consultant (this structure is for approval by management).
• Course structure includes Grading & Peer Evaluation rubrics.
• Brand Models (CO1_G_15%): Brand Positioning Model, Brand Resonance Model, Brand Value Chain.
• Strategic Brand Plan (CO2_G_15%):
• Brand Marketing Plan (CO3_G_25%): Phase 4 (Brand Relationships), Phase 3 (Brand Response), Phase 2 (Brand Meaning), Phase 1 (Brand Identity).

The Opening Case Study

• Creating/developing brand models (fy 2025).
• Three-Year strategic brand planning framework (SBP 2025-2028).
• Brand marketing programs(SBP 2025-2028).

Strategic Brand Plan Framework (CO2_G)

• Launch: Month and Year
• Fiscal Year
• Prepared by (names in alphabetical order)
• Date (month, date, and year)
• Course: Brand Management (MM5720)

MM5720 Team

• Group number
• Team members (alphabetical order)
• Team leader

Strategic Brand Plan Framework (CO2_G) - Instructions

• Timeliness of submissions and adherence to specifications by groups.
• Separate grading rubrics for peer evaluation.
• Course output weighting for a particular activity: 15% of the final grade.
• Includes branding objectives & targets.

Learning Objectives

• Identify new perspectives and developments in marketing.
• Describe methods marketers use to enhance product experience.
• Explain the rationale behind value pricing.
• List different direct and indirect channel options.

New Perspectives on Marketing

• External marketing environments have drastically altered marketing strategies and tactics.
• Recent shifts in the marketing environment require adaptation in brand/product/service strategies.
• Anticipate shifts in the external market for brand/product/service development.

New Approaches Embraced by Marketers

• Rapid technological developments
• Greater customer empowerment
• Fragmentation of traditional media
• Growth of interactive and mobile marketing
• Channel transformation and disintermediation
• Increased competition and industry convergence
• Globalisation and growth of developing markets
• Heightened environmental, community, and social concerns
• Severe economic recession

New Capabilities of the New Economy (Consumers & Companies)

• Consumers wield greater customer power.
• Increased variety of goods and services available.
• Greater access to information.
• Easier interaction with marketers to place and receive orders.
• Consumers can compare notes and products/services with other consumers.
• Companies can utilise a robust communication channel with expanded geographical reach (augmented).
• Accurate understanding and insight about markets, customers, and competitors.
• Effective and efficient two-way communication with customers and prospects.
• Customized offers and services for customers.
• Enhanced internal/external communication.

Integrating Marketing

• Reconciling the different marketing approaches to achieve personalization.
• Customer-based brand equity (CBBE) model explains different aspects of brand equity.

Experiential Marketing (Detailed)

• Communicating product features and benefits through unique and interesting consumer experiences.
• Pine and Gilmore's assertions detail how various businesses (commodity, goods, services, and experience) charge accordingly.
• Strategic implications of applying experiential marketing
• Examples include product demos, interactive displays, and interactive activities.

Relationship Marketing (Detailed)

• Holistic and personalized brand experience to strengthen consumer ties.
• Benefits of acquiring and retaining customers include cost-effectiveness and higher profit margins.
• Average company loses 10% of customers annually.
• Increase in customer profit rates over the lifetime of a retained customer.

Relationship Marketing (Specific Components)

• Mass Customization: Creating products to fit the customer's specifications.
• One-to-One Marketing: Value addition through consumer-provided information.
• Permission Marketing: Marketing to consumers after gaining explicit permission.

Reconciling Different Marketing Approaches

• Different approaches to personalization reinforce important marketing concepts.
• Customer-based brand equity (CBBE) model highlights different aspects of brand equity affected differently through each approach.
• The four approaches help build stronger consumer-brand bonds, but product, pricing, and distribution strategies are still essential aspects.

Aftermarketing

• The importance of customer service programs beyond initial product instructions.
• Role of user manuals, though often poorly created & written.
• Significance of loyalty programs to maintain and increase revenue from "best" customers by developing long-term, interactive, and value-added relationships.

Pricing Strategy

• Consumer price perceptions dictate pricing strategies.
• Consumers categorise prices based on tiers, brands, and price bands.
• Value-based strategies aim to match the right product with the right price.

Pricing Strategy - Specific Tactics

• Value Pricing: Strategies aim to discover and combine the best mix of quality, price, and cost for customer satisfaction and target profits.
• Price Segmentation: Adjust pricing according to different market segment demands and perception values.
• Everyday Low Pricing (EDLP): Strategically using discounts and promotional pricing over time.
• Choosing pricing to build brand equity requires a method for setting prices and promotions.

Channel Strategy

• Classifying channel strategies into direct and indirect channels.
• Direct channels involve direct interaction from the company to potential consumers through several channels.
• Indirect channels rely on third-party intermediaries, such as brokers, wholesalers, and retailers.
• Online Strategies: Multi-channel retailers are effective at acquiring customers at lower costs and providing superior service compared to Internet retailers.

Using Mobile Credits and Physical Stores

• Images of specific mobile credits companies and physical stores are displayed here.

Services Provided by Channel Members

• Gathering information for planning and facilitating customer interactions.
• Communicating about the product/service offerings.
• Identifying and interacting with potential customers.
• Matching products/services to particular consumer requirements and needs.
• Establishing trade agreements through negotiation processes.
• Managing physical distribution, funding, or risks in transactions.
• Fostering ongoing relationships with consumers and focusing on maintenance and repair.
• Implementing these elements to manage brand equity.

Channel Support

• Various services performed by channel members enhance the value of products to consumers, including retail segmentation, branded variants, and cooperative advertising.

Reference Materials

• Strategic Brand Management book by Keller, L., Harlow, V., & Swaminathan, A.
• Google.com
• YouTube