PDF Market Positioning 12

(1)

MARKET POSITIONING

AND BRANDING: HOW TO PROMOTE YOUR COMPANY IN THE COMMUNITY

8/27/2012www.ahmadsubagyo.com

1

(2)

Introduce self by:

MB2

• Name

• Institution

• Hobbies

• What kind of products

(offered by your institution) are suitable for you

(3)

Agenda:

8.00–10.00 EDC User Manual 10.00-10.15 Coffee break

10.15-12.15 Web Portal 12.15-1.00 Lunch break

1.00-3.00 Introduction to Branding Branding Strategy

3.00-3.15 Coffee break

3.15-5.15 Building Your Brand and

Reputation in the Community

(4)

TRAINING OBJECTIVES

By the end of the session, participants will be able to:



Develop and implement inexpensive and practical marketing and PR activities to help them increase revenue by

positioning their institution better in

their communities

_w^w^w^.ah

madsubagyo.com

MB4

8/27/2012

(5)

TRAINING RULES:

www.ahmadsubagyo.com

MB5

8/27/2012

(6)

OPENING GAME:

“one minute customer”

MB6

(7)

Common business challenges – BPRs often have the following business problems:

Stiff competition from commercial banks:

Have nationwide presence

Specialized marketing teams

Partnerships with national ad agencies

Access to large budgets

Recognized brand…

Part of larger national or international network

Stiff competition from other MFIs in their area:

How should the

customers recognize the difference

between two BPRs or coops, or between a BPR and a commercial bank

MB7

(8)

This course aims to teach you how you can overcome

competition with:

• Commercial banks

• Other BPRs

MB8

with effective Marketing and Branding and low budget!

(9)

INTRODUCTION TO BRANDING

Marketing and Branding, Session 1

MB9

(10)

Corporate brand:

MB 10

“A name , a term, an expression, a symbol or design (or a combination of all of them)

to create a distinct feature that can separate a product or service from the

competitors”

However, branding is more than just visual – everything we do constitutes our brand,

even the people we employ and our

interaction with the clients.

REPUTATION = Visibility +

Credibility + Word of Mouth

(Marcia Yadkin’s)

(11)

Positioning & marketing strategy:

Positioning enables you to:

• Differentiate yourself from your competition

• Position your focused message in the hearts and minds of customers

• Persist and be consistent in marketing efforts

• Deliver your message clearly and quickly

• Project credibility

• Strike an emotional chord

• Create strong user loyalty _w^w^w

.ahmadsubagyo.com

MB1 1

8/27/2012

(12)

Why branding:

• In a highly competitive market, a meaningful brand will separate you from the competitors

• Brand generates attention and will help draw the

customers to your products / services

• Brand creates customer loyalty

MB1 2

8/27/2012

(13)

Branding Steps:

MB1 3

1. Target Market (Who)

 Market analysis

 Positioning

2. Visual Message (What)

3. Message Delivery (How)

(14)

Developing a branding strategy – tips:

MB1 4

Company overview

Establish marketing goals Industry

Target Market

Unique value proposition

Competitive positioning strategy

Customer mind set and psychographics Engagement / conversion plan

(15)

Unique selling proposition

MB1 5

A clear statement that communicates the unique contribution your company,

products and services provide to your market that are different from and

separate you from your competitors.

8/27/2012

(16)

Unique selling proposition –tIps:

1. Decide internally (based on objective research and an analysis of strengths and weaknesses) what your unique differentiation is

2. Craft that uniqueness into an outgoing message - a confident, assured benefit statement to your market

MB1 6

8/27/2012

(17)

MB1 7

Group

Assignment (1):

Current Branding Strategy Review, Using the Worksheet

(18)

MARKET ANALYSIS

18

(19)

Branding Steps:

MB1 9

1. Target Market (Who)

 MARKET ANALYSIS

 Positioning

2. Visual Message (What)

3. Message Delivery (How)

(20)

branding strategy – market analysis:

MB2 0

Target Market

(21)

MB2 1

Have you done your

research?

^8/²⁷

/2012www.ahmadsubagyo.com

(22)

Why Market analysis

Market Analysis is your preparation

to know your position in the market, and your

competitors’

offerings.

Market Analysis is also about understanding your customers, your community and their

needs to make sure you’re offering products

that are relevant to their needs.

22

(23)

Marketing Intelligence Gathering Process

Phase I:

Definition and Preparation

Phase II:

Design and Planning

Phase III:

Implementation

Phase IV:

Analysis and Integration

Source: Ledgerwood, 2007.

World Bank

23

(24)

Market Research

Used by managers in making business decisions

Procedures and

techniques involved in the design, data

collection, analysis and presentation of

information

24

(25)

Market Research

 Improving current marketing / promotion / outreach / delivery activities

 Refining existing products

 Developing new products

To respond to needs and opportunities by:

25

(26)

Qualitative vs quantitative research

Method Matrix

Qualitative Research

Quantitative Research Objective To gain in-depth

understanding of consumers’

attitudes and behaviour

To measure the degree and extent of the attitudes

Techniques Unstructured or semi-structured

Structured

Tools Focus groups, in- depth interviews, mystery shoppers

Simple and

complex surveys, database analysis (cross tabulation)

MB2 6

8/27/2012

(27)

Various research techniques

ONGOING PERIODIC

Primary Secondary Primary Secondary

Environment MIS Portfolio

Reports Focus Groups Client Exit Forms

Competitors MIS Other

Reports Product

Satisfaction Surveys

Client Intake Forms

Client Feedback

Surveys Individual

Interviews Client

Household Survey

Observation Branch Market Analysis

MIS reports Source: CGAP

(28)

SUMMARY: Marketing Intelligence

 Collect market data in

a systematic and objective fashion (market research)

 Analyze and interpret this information (market analysis)

 Apply it to develop strategic recommendations and action plans (business strategy)

(Brand, 2003)

28

(29)

The importance of

maintaining objectivity with the data:

(REVIEW THE EXAMPLE)

• Make sure that it is done in a manner that allows the institution to gain insight from clients in an objective manner

• If questions are slanted towards whatever we want to survey to show at the end, this can be easily

achieved but it will have result in longer term problems.

MB2 9

8/27/2012

(30)

objectivity

MB3 0

“You can avoid reality.

But you cannot avoid the consequences of

avoiding reality.”

Anonymous

8/27/2012

(31)

REVIEW: CUSTOMER

SATISFACTION SURVEY

MB3 1

(32)

EXAMPLE 1

BAD QUESTION GOOD QUESTION Why do you use our

services?

What prompted you to use our services?

Friendly and quick responses

Low administrative fees

Etc.

Other: …..

MB3 2

(33)

EXAMPLE 2

BAD QUESTION GOOD QUESTION Are you using our

company services?

What kind of services are you using from our

company:

Saving Account

Time Deposit

Special saving program

etc

MB3 3

8/27/2012

(34)

EXAMPLE 3

BAD QUESTION GOOD QUESTION Are you happy with our

services?

Please rank from 1-5 (1 is not satisfied, 5 is highly satisfied) our services in the area of:

• Ability to deliver the promise quickly,

accurately, and in a satisfactory manner

• Speed and

responsiveness …..

MB3 4

8/27/2012

(35)

EXAMPLE 4

BAD QUESTION GOOD QUESTION Did you have any bad

experience dealing with our company:

Yes

No

Please give us feedback for improvement:

_______________

MB3 5

8/27/2012

(36)

Example 5

BAD QUESTION GOOD QUESTION

Will you take a loan from our institution?

Yes

No

What kind of loans would you like to have:

Duration

< 6 months

6-12 months

1 year or more Interest rate

1% /month

2% /month

> 2% /month

 Other, please explain

MB3 6

8/27/2012

(37)

MB3 7

Group

Assignment (2):

Review questionnaires

and contextualize to your situation 1. Customer satisfaction survey 2. Client household survey

3. Client needs analysis

(38)

POSITIONING

38

(39)

Branding Steps:

MB3 9

1. Target Market (Who)

 Market analysis

 POSITIONING

2. Visual Message (What)

3. Message Delivery (How)

(40)

branding strategy – positioning:

MB4 0

Target Market

(41)

MB4 1

is a sub-set of a market made up of people or organizations

sharing one or more

characteristics that cause them to demand similar products and/or

services based on qualities of those products such as price or

function

.

A MARKET SEGMENT

(42)

• Market type (customer profile)

• Age

•Industry

•Income

• Geographical concentration

• Sales turnover

Market Segmentation

is based on target market – customers’ needs, structure and behavior.

42

(43)

MB4 3

Positioning

communicates the benefits your brand delivers to your target

market

(44)

You can create positioning by:

• Identifying key attributes of your company and your products

• Focusing on benefits offered by your products that are

not offered by competing products

• Making your business distinct, meaningful and indispensable

MB4 4

(45)

Elements of positioning

• What benefits do you offer?

• Does your price point differentiate you?

• Is your quality better?

• Do you offer special services?

MB4 5

8/27/2012

(46)

Positioning with

Unique selling proposition

Solution

What does your product do that others don’t?

How does your product solve the problem?

Needs

What will the buyer use it for?

Market

Who buys your product

MB4 6

8/27/2012

(47)

MB4 7

Group

Assignment (3):

Create Positioning with Unique Selling Proposition

1. Market Segmentation 2. Products and Services

3. Unique Selling Proposition

(48)

VISUAL MESSAGE

48

(49)

Branding Steps:

MB4 9

1. Target Market (Who)

 Market analysis

 Positioning

2. VISUAL MESSAGE (WHAT)

3. Message Delivery (How)

(50)

branding strategy – visual message:

MB5 0

Target Market

(51)

Brand

A good Corporate Brand gives:

• Instant recognition

• Guarantee of the quality

• Credibility

• Promotion in special events

• Word of mouth marketing

• Differentiation

• Good will

• Reputation

51

(52)

Corporate Brand

• Is built on experience, history, past performance, culture, strategy, structure, and current

performance of an institution

• Is what people think or acknowledge about one particular institution

• Is a unique characteristic that separate an institution from the rest

• Is also reflected on the office building design, color, landmark / pattern, staff uniform, to the stationeries

52

(53)

Discussion -- review

MB5 3

What have you

learned?

What can be applied to

your

institution?

How are you going to apply them in

your

institution?

(54)

MB5 4

Group

Assignment (4):

Visual Branding.

Looking into your office with fresh eyes

1. What impression does this make

2. What can you do to make it look a little bit better

(55)

BREAK

Marketing and Branding

55

(56)

MESSAGE DELIVERY

56

(57)

Branding Steps:

MB5 7

1. Target Market (Who)

 Market analysis

 Positioning

2. Visual Message (What)

3. MESSAGE DELIVERY (HOW)

(58)

branding strategy – message delivery:

MB5 8

Target Market

(59)

Some ways to use your USP:

• Presentation or sales pitch

• Marketing messages

• Brochures

• Value Propositions

• Advertising

• Press Releases

• Proposals

MB5 9

8/27/2012

(60)

MARKETING

COMMUNICATIO NS

_• To design an effective

promotional strategy, an institution has to

understand the communication process and the implications.

• Communication is the transfer of information verbally or in a non-verbal way to transmit an idea to the

receiver.

60

(61)

promotional activities have to be implemented with an effective communication strategy.

Communication Elements:

• Source

• Message

• Media, and

• Receiver.

Elements of Communications

61

(62)

Elements of Marketing Communications

We all know the usual ways of marketing – 1. They can be very expensive

2. The results are not always consistent 3. People often do not measure results

4. They often don’t reinforce the company’s positioning in the community We will not talk about the following:

 Advertising – flyers, brochures, posters, or billboards

 Promotion – free gifts, discounts

 Publicity – newspaper advertisements

 Direct marketing – direct mail or call centers

 Public relations – annual

reports, events, press releases But, here’s an innovative approach:

Lottery to increase savings mobilization

62

(63)

Innovative marketing - example

Bank for Agriculture and Agricultural Cooperatives (BAAC) in Thailand - lottery savings cards:

• A client may purchase cards for a nominal price. At the end of the maturity period, a client may

withdraw his/her savings and interest earned.

• Clients have a chance to win prizes once every 3 months. Awards are based on two draws from the last three digits of the card serial numbers.

^w^w^w

.ahmadsubagyo.com

MB6 3

8/27/2012

(64)

Checklist for marketing activities

1. What is the activity?

2. Who is at aimed at and why will it capture their attention?

3. What is the call to action?

4. How does it reinforce your positioning and USP?

5. Make a financial projection of the benefits/the payoff from the activity.

6. What are the costs – both upfront and ongoing?

7. Can you afford to maintain this activity?

8. Will the activities be seen and appreciated by a large segment of the target market?

9. Analyze the risks of the activity.

64

(65)

MB6 5

Group

Assignment (5):

Case Study – Review of the Effectiveness of A Marketing Strategy

(66)

BUILDING YOUR BRAND AND REPUTATION IN YOUR COMMUNITY

MB6 6

(67)

Word of Mouth Marketing

•

Satisfied customers will tell others

•

Research shows that someone

experiencing bad service will tell a minimum of 10 people

•

Research shows that you need to give

extraordinarily good services 12 times to offset one experience with bad service

67

(68)

Word of Mouth Marketing -- tips

•

Mass participation

•

Marketing is what you do, not what you say

•

Success comes not from what you advertise but from what you deliver

•

Honesty is the essence of word of mouth

•

Word of mouth marketing makes more money

68

(69)

Community based activities

• Getting involved in community events, not by sponsoring them but by taking part in the

activities in a way that benefits the community

• It adds to the personal touch, giving the opportunity to meet in person with

customers.

• An opportunity to gain exposure in the community.

Doing something that benefits the community benefits us.

MB6 9

(70)

Taking part in community activities (volunteer work)

• Teaching at schools

• Speaking in community meetings

• Planting trees

• Building shelters

• Distribute food for disaster victims

• Building public facilities

MB7 0

8/27/2012

(71)

Community based activities - example

Giving gifts in kind (Ashridge Report):

• Providing facilities. For example, by allowing a

community group to hold a reception on enterprise premises or providing office accommodation for a community group.

• Loaning facilities and assets. For example, by allowing community organizations to use in-house facilities to design and produce promotional material or allowing the use of company cars.

• Giving assets. For example, giving old office equipment such as old PCs.

MB7 1

8/27/2012

(72)

Cause-based marketing

• The rise of strategic philanthropy

• Pro bono work

• Corporate Social Responsibility

• Social entrepreneurship

• Part of sales or revenue will be donated to community causes

MB7 2

8/27/2012

(73)

Cause based marketing - example

Tesco, Computer for School Scheme:

• The Computer for Schools Schemes enables UK schools to redeem vouchers from Tesco purchases for computers and other school equipments

• One voucher is given for every £10 spent in Tesco stores

• One voucher is given for every £5 spent in Tesco Express stores

MB7 3

8/27/2012

(74)

Cause based marketing success stories: tesco

• Other people do their marketing for them:

• Parents ask for vouchers at the checkout.

• Kids hassle their parents for their weekly contributions.

• Schools organise competitions to see which class can collect the most.

• When the vouchers are collected and the school

collects the computer (s) they are often featured in the local press, gaining further beneficial publicity.

• At one voucher per £5 or £10 spent, the value of

shopping purchased to buy a computer is in excess of

£100,000. ^MB7₄

(75)

Cause based marketing

success stories: american express

• Ran a campaign in 1983 to raise money for the restoration of the Statue of Liberty

• Raised $1.7 million

• There was a 28 percent increase in use of their credit cards

• New card holders grew by 45%

• They received massive press coverage and free publicity

MB7 5

(76)

MB7 6

COMMUNITY BASED AND CAUSE BASED MARKETING -- CAUTIONS!

Please don’t use your involvements in the community activities

to do your sales pitch!

You will appear insincere.

You have to do it with

integrity.

(77)

MB7 7

Group

Assignment (6):

Develop activities for involvements in the community

• What does it achieve for your company?

• How would you modify it to make it work in your

community?

(78)

Reinforce learning

Marketing Strategy

Market Analysis Segmentation / Positioning

Branding

Public Relations Sponsorship Community Based Activities

Cause-Based Marketing

WHAT HAVE YOU LEARNED IN TERMS OF:

78

(79)

evaluation

79

(80)

Thank you!

80