Strategic Marketing Session 1 - IE Business School

REPOSITIONING A LEADER FOR EXPONENTIAL GROWTH Initial thoughts Madrid, March 05, 2020 STRATEGIC MARKETING WHO IS THE PROFESSOR? PURPOSE OF THE SESSION The importance of strategy. Strategy vs execution Key Brand building strategies Course objectives and tasks COURSE OBJECTIVES Set the strategy at the...

REPOSITIONING A LEADER FOR EXPONENTIAL GROWTH Initial thoughts Madrid, March 05, 2020 STRATEGIC MARKETING WHO IS THE PROFESSOR? PURPOSE OF THE SESSION The importance of strategy. Strategy vs execution Key Brand building strategies Course objectives and tasks COURSE OBJECTIVES Set the strategy at the core of the brand plan and learn to use analytical skills and key insights to develop the best possible strategies and plans for brands. More specifically 1. Discuss the different phases of a brand lifecycle 2. Discuss the different growth strategies for each phase 3. The importance of innovation 4. Learn and the keys to the brand planning process 5. How to balance strategy and execution COURSE GRADING Class & forum participation: 10% Final exam: 50% Group presentation: 40% CLASS & FORUM PARTICIPATION Quantity but more importantly, quality Not repeating Building on each other’s points EXAM: SHORT QUESTIONS GROUP PRESENTATION At the end of the course you will have to present a strategic analysis of your assigned brand: What is, in your opinion, their brand vision? Who are their key target? How do they build trial? How do they build frequency? How do they retain their current consumers? How do they premiumize? What is their portfolio strategy? EXPECTATIONS Punctuality: If you can´t be on time, then be early! Preparation: Come with your cases prepared and having thought about the topic Active participation: let us discuss and enrich the sessions I´ll try to… Make it interesting and entertaining Fill it with real life examples Give you feedback STRATEGY A plan of action designed to achieve a long term overall aim Oxford English dictionary STRATEGY A plan of action designed to achieve a long term overall aim Oxford English dictionary STRATEGY VS EXECUTION STRATEGY VS EXECUTION BAD GOOD EXECUTION BAD GOOD STRATEGY STRATEGY VS EXECUTION BAD GOOD EXECUTION BAD GOOD STRATEGY STRATEGY VS EXECUTION STRATEGY VS EXECUTION STRATEGY A plan of action designed to achieve a long term overall aim Oxford English dictionary BUSINESS AND BRAND GROWTH SALES GROWTH Increase volume Increase prices Frequency CRECIMIENTO EN FACTURACIÓN SAME AMOUNT CONSUMED MORE STRATEGIES FOR VOLUME GROWTH Retention Penetration EXISTING NEW CONSUMERS SALES GROWTH Increase volume Increase prices FOUR POSSIBLE STRATEGIES RETENTION PENETRATION FREQUENCY PREMIUMIZATION STRATEGY A plan of action designed to achieve a long term overall aim Oxford English dictionary STAGES OF BRAND GROWTH Volume INTRODUCE THE BRAND /PRESENT CREDENTIALS DEEPEN THE CONNECTION ACCELERATE GROWTH KEEP RELEVANT AND DIFFERENTIATED Time STAGE 1: ESTABLISH THE BRAND Volume Introduce the brand (or category) Focus: “Brand roots” Key objective: Build awareness; W hat is this Brand and what can it do for me? Key activity: trial INTRODUCE THE BRAND /PRESENT CREDENTIALS Time STAGE 2: DEEPEN THE CONNECTION Volume Deepen the connection with consumers Focus: Brand purpose, reinforce emotional aspects Key objective: Build engagement INTRODUCE THE BRAND /PRESENT CREDENTIALS DEEPEN THE CONNECTION Time STAGE 3: ACCELERATE GROWTH Volume Make the Brand part of the “consumer repertoire” Focus: Continue deepening Brand purpose Key objective: Build frequency INTRODUCE THE BRAND /PRESENT CREDENTIALS DEEPEN THE CONNECTION ACCELERATE GROWTH Time STAGE 4: KEEP RELEVANCE AND DIFFERENTIATION Volume Fight competition and give“new news” Focus: Reestablish Brand relevance Key objective: Maintain Brand relevance Key activity: Innovation INTRODUCE THE BRAND /PRESENT CREDENTIALS DEEPEN THE CONNECTION ACCELERATE GROWTH KEEP RELEVANT AND DIFFERENTIATED Time SANEX EXAMPLE.- STAGE 1 SANEX EXAMPLE.- STAGE 1 SANEX EXAMPLE.- STAGE 2 SANEX EXAMPLE.- STAGE 2 SANEX EXAMPLE.- STAGE 3 https://www.youtube.com/watch?v=86WysgbCdhs SANEX EXAMPLE.- STAGE 4 SANEX EXAMPLE.- STAGE 4