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[Team3] brand And 0marketing
- 1. Team 3 HOMEWORK WEEK1 Introduction Bích Ngọc 2000 UEF – Marketing Thu Thảo 1999 USSH – History Hương Lan 1997 FTU2 – IBE Minh Đạt 1998 UEH - IB
- 2. Outline What is brand?01 Whatis marketing?02 Roles of marketing and brand in business? 03 Roles of marketing and brand in personal life? 04 Team 3
- 3. What is brand? “Aname, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name” American Marketing Association. “A brand is a name, term, sign, symbol, ordesign or a combination of them, intended to identify the goods and services ofone seller or group of sellers and to differentiate them from those of the competitor” - Philip Kotler –
- 4. In fact, brandis identified by two groups of signs Signs of perception images of superiority, difference, perception of safety, personal values when consuming a product Tangible signs brand names, logos, logos, slogans, musical labels, designs of goods and packaging, ... Team 3
- 5. The process ofgiving a meaning to specific company, products or services by creating and shaping a brand in consumers’ minds. It is a strategy designed by companies to help people to quickly identify their products and organization, and give them a reason to choose their products over the competition’s, by clarifying what this particular brand is and is not.. Some definitions relate to the brand Branding
- 6. ▪ builds thebrand name system and is gradually asserting the position of the brand of the enterprise, creating trust, pride, professional ... for the product. GrassVinhomes (Apartment system and villa service level) Example VinGroup Corporation Vincom (Center Trade Center System) Vinpearl (Hotels, Tours) Vinschools (Education) Vinmec (Health) VinEco (Agriculture) VinEcom (eCommerce) Vinmart + (retail business) VinPro (Electrical Retailing) A Day Roi (online shopping)
- 7. The impression inthe consumers' mind of a brand's total personality (real and imaginary qualities and shortcomings). Brand image is developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumers' direct experience. See also corporate image. Brand image
- 8. “Marketing is theactivity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” - AMA - Definition What is marketing? “The science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit” -Philip Kotler - Needs Wants A sense of the lack of somethingthat people feel For example, the need to eat, drink, travel, study, entertainment ... This demand is not created by society or marketers, they exist as a component of human beings. Desire to have specific things to satisfy deep needs. The desire is more diverse than the need. A need may be more desirable. Human desire is constantly evolving and shaped by economic, political and social conditions ... such as schools; churches, pagodas; family, corporate and business enterprises Team 3
- 9. “Marketing 4.0 isa marketing approach that combines online and offline interaction between companies and customers. In the digital economy, digital interaction alone is not sufficient. In fact, in an increasingly online world, offline touch represents a strong differentiation. Marketing 4.0 also blends style with substance. While it is imperative for brands to be more flexible and adaptive due to rapid technological trends, their authentic characters are more important than ever.” Definition What is marketing 4.0? WE COULD DIVIDE THIS IDEA INTO SECTORS *Being connected is the factor. As people are more and more connected, it’s important to meet them, before they enter the market. That’s where multichannel marketing comes into play, with Google AdWords, Social Media Marketing, Content or Email marketing. *From 4P’s & AIDA to 5 A’s. 4P: Product, Price, Promotion, Place 5A:Ask, Advise, Assess, Assist and Arrange *User Experience Anthropology When coming to personas, a detailed customer journey map is the key to arranging a great campaign, with detailed channels of your offer distribution. *Multichannel Marketing &Engagement Marketing — again Customer journey map has to include all the channels and platforms on which your users can meet your offer. Engaging multichannel practises, you need to understand too, that you have your user on board not only up to the point of sale.
- 10. Types Includes traditionalmarketing and modern marketing Traditional marketing: Used to refer to marketing skills applied in the early stages. Characteristics of the market during this period: • Production is underdeveloped, the market scope, the number of suppliers is limited, the market is controlled by the seller; • The scope of marketing activities is limited to trade in order to find markets to consume the goods or services available; • Sales philosophy: sell what the manufacturer is aiming to maximize profit for the seller. Modern marketing: Characteristics of the post-World War II market: - Economic growth at high speed - Science and technology progresses rapidly - Competition is harsh - Prices fluctuate sharply - Surplus crisis continues - Risks in business - The role of the buyer becomes more important (consequential).
- 11. Types Types withexamples: -Traditional marketing: telephone newspapers direct mail catalogs, newspapers, brochures, letter -Modern marketing: Ad-network Search marketing Social media marketing Buzz marketing Email marketing telephone newspapers direct mail catalogs, newspapers, brochures, lettertelephone newspapers direct mail catalogs, newspapers, brochures, letter
- 12. MARKETING MARKETING 4.0 *4P •Product:benefits, features and product interaction •Price: price strategy, discounts and profit margin •Promotion:marketing channels, marketing strategy and seasonality •Place:cation, how to get product into the market and distribution *7P •Product: benefits, features and product interaction •Price: price strategy, discounts and profit margin •Promotion:marketing channels, marketing strategy and seasonality •Place:cation, how to get product into the market and distribution •People:Having the right people is essential because they are as much a part of your business offering as the products/services you are offering. •Processes:The delivery of your service is usually done with the customer present so how the service is delivered is once again part of what the consumer is paying for. •Physical Evidence: Almost all services include some physical elements even if the bulk of what the consumer is paying for is intangible. MARKETING & MARKETING 4.0
- 13. MARKETING MARKETING 4.0 *4P •Product:benefits, features and product interaction •Price: price strategy, discounts and profit margin •Promotion:marketing channels, marketing strategy and seasonality •Place:cation, how to get product into the market and distribution *4C •Co-creation - It is based on the knowledge, experience and needs of the community to create the source of information for businesses. •Currency. The most obvious example is the Uber and Grab pricing. Normally, when taking a traditional taxi, there is only one fixed price for rain or sunshine. Grab prices and Uber will be flexible to meet the needs of the market. If demand exceeds supply at some point, the price will be pushed higher. •Community This community will create the first users and gradually spread to other communities •Conversation (Thảo luận). Các cuộc thảo luận vô tình sẽ trở thành một kênh truyền thông miễn phí.
- 14. CLIENT & AGENCY BRAND MANAGEMENT TRADE MARKETING RESEARCH MEDIA DIGITAL EVENTPLANNING PUBLIC RELATION CONTENT MARKETING ADVERTISING ACTIVATION DIGITAL MARKETING PRODUCTION HOUSE MARKET RESEARCH MEDIA PUBLISHER ACCOUNT MANAGER STATEGIC PLANNING MARKETING JOB
- 15. What are theroles of marketing and brand in business? Marketing’s role: • Increase sales • Build trust with your customers • Understand the market, making it easier for you to identify and select future directions • Gives you a real view of the market and your business. In short: Identifying unmet needs and desires, defining and measuring potential scale and potential, identifying what target markets the organization can best serve, and making decisions. appropriate products, services, and programs to supply the selected markets, and call on the organization to think and serve the customer.
- 16. What are theroles of marketing and brand in business? Marketing’s role: Thanks to the effective marketing campaign, Oppo is currently the line of mobile phones that is very popular among young Vietnamese. Oppo has hit the mentality of the Vietnamese youth now who prefer selfie: Oppo line of products has the advantage of taking pictures. Oppo has a lot of TV commercials, TV shows which are popular with young people sponsored by the company from The Face for the first season (contestants also have a contest to find beautiful selfie photographers. the ads, the voice, the light, ... ); The ads are the presence of popular stars are popular youth like Son Tung MTP or Toc Tien ... on Opie selfie feature photography also appeared. Appearing in Vietnam after a series of famous mobile phone companies have long as Samsung, Microsoft (formerly Nokia), Iphone ...
- 17. Brand’s role What arethe roles of marketing and brand in business? Business Gain RECOGNITION PROVIDES MOTIVATION AND DIRECTION FOR STAFF GENERATES REFERRALS PROVIDES LEGAL PROTECTION (TOWARDS UNIQUE FEATURES OR ASPECTS OF THE PRODUCT) REPRESENTS PROMISE TO CUSTOMER CREATE CLARITY AND STAY FOCUSED HELPS CONNECT WITH CUSTOMERS EMOTIONALLY A STRONG BRAND PROVIDES BUSINESS VALUE. Once a brand is established, it’s the invaluable asset for an organization.
- 18. Example: Starbucks Starbucks isone of the most recognizable brands in the world. Their brand recognition has reached epic heights thanks to the strength of their marketing and their commitment to keeping their brand consistent. The History Of Starbucks
- 19. Example: Starbucks The MissionOf Starbucks Starbucks has changed from the bean roaster of the 1970’s to the coffee inspired drink shop of today. Initial mission statement “Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.” After Howard Schultz bought the company from its founding members in 1987 the company has focused on creating Starbucks to be the “Third Place.” The idea of the third place is one that exists between work and home. New mission statement: “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.” Starbucks focuses on creating that personal connection between their customers, their baristas and their organization. By focusing on the third place and giving their customers a place to be and interact, they make the price of the drink worth it in the eyes of their customers. There is something comforting about ordering a good cup of coffee and being encouraged to sit in the shop with your laptop and work. That’s the experience Starbucks provides.
- 20. Example: Starbucks TheConsistency Of Starbucks’ Brand The Classic Siren Logo Over the course of 47 years, the Starbucks logo alone has gone through four different redesigns to create the iconic symbol that graces your coffee cup today. the words Starbucks and Coffee were cut from the cup so the brand could potentially expand beyond coffee products Unbeatable Branding Consistency Perfect Marketing Mix Content Highlights Dedication To Consistency
- 21. What are theroles of marketing and brand in personal life? Marketing PERSONAL LIFE Brand Personal marketing plan helps to bring focus and direction to either your job search or your current career path How can people recognize your personal brand? - Affirm your position, prestige with others - Create your own character and difference, not mix yourself - Easy to achieve the goals, the job you want - Make people around you better understand - Attracting the attention of the people around - Help promote personal image - Set up many relationships - Bring personal image to a representative in a certain field
- 22. Bích Ngọc People commentedthat I was a nimble, intelligent, easy-going, fast- paced, humorous and always optimistic person. I feel that my strongest is the joy that I bring to motivate the spirit of the surrounding people. That's how my personal brand is formed I am quite self confident in many aspects. I can show people some of my personalities through facebook, instagram or a comment on a certain medium. I will promote my strengths, show more personalities so people can understand me “ “
- 23. Thu Thảo - Buildinga personal page: Modern society, social pages gradually become a tool to express themselves. Avatar, cover photo, status, interaction ... also somewhat express a human. If you know how to use personal pages, good social networking, you can succeed when applying for a job, doing business, selling products, promoting your products online. The job I’m looking for is the Sale Tour, need the skill, reputation and relationships. I'm trying out social networks for personal branding using my own photos, real name and share information to help confirm my image clearly, professionally, and with consideration in the information. In addition, I’m also trying to increase the interactions, exchanges with many people and siblings in advance to learn and create a favorable character for his work later. As well as creating a basis for increasing the credibility of the potential job potential you can bring to employers if you apply for a job later. “ “
- 24. Minh Đạt whatI see myself and people comment about me: -extroverted - aggressive - reliable - punctual - well-prepared -I will show you guys some examples: I often participate in activities of my club at university. I am eager to learn something new by traveling. I seldom go to class or events late..I always keep my promise at the time I said. I usually prepare when I join workshops by searching speaker's profile to know them more precisely. “ “How do I brand myself: -In class, I usually call my name when talking with the other -Finishing works at the nick of time -Participate in some competition inside and outside school -I learn lots of skill: leadership, time- management,..... How do I market myself: -when I attend workshop, I always exchange social network with people in that workshop -I use Facebook, Instagram, .... to make friend What brand and marketing myself bring to me? Network and friendship for me to have opportunities such a job, experiences in life,... It helps me succeed
- 25. Hương Lan What personalbrand and marketing bring to me? Find a job which is suitable for me and give me opportunity to do what I love. Being recognized and get opportunity unexpectedly such as being MC in some events, freelancer to produce content for some brands,... Be in charge of communicating with foreigners any time they visit the company I work for. What I'm good at: social work, writing, public speaking, creative, solution-oriented. So I’m a 21-years-old girl who love doing social work, is able to write and write emotionally, to speak in front of many people and speak confidently, devote to work, can connect other people and solve problem by giving solution with patience and smile. How do I brand and marketing myself? - Via social network sites such as Facebook, Instagram: Build relationship with people whom I admire can learn new thing from. Write and share story about myself, about voluntary projects, about daily life from a normal view but still touch people's heart on my own page. What other people talk about me: responsible, smart, good at presenting and writing, influence, sociable, shining smile :v “ “ - In real life: take every opportunity in school to present in front of the class, participate in some competition to have experience and make friend with brilliant people, be responsible for every task under my duty and support other members in teamwork. Try to find solutions for the problem instead of wasting time in quarrels.
- 26.