Theory Various Ways Of Arriving At A Strategy: Your Business Backbone Your Business Backbone

Your Business Backbone

Theory Various ways of arriving at a strategy

TH E CO NSU MER’ S DECIS IO N Understanding how consumers make a choice in whatever product, is an excellent starting point for developing the advertising strategy.

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AI DA M ODEL Your Business Backbone

AWARENESS

INTEREST

DESIRE

ACTION

THE CONS UM ER ’S BU YING SY STE M

TRIGGER

CONSIDER

QUIT

EXPERIENCE

SEARCH

BUY

CHOOSE

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STAG E I Your Business Backbone

TRIGGER • Category motivators. • Consumer begins to think purchase. First time/ repeat.

about

a

• Routine, Impulse, Solution, Lifestyle or a combination. What kind of purchase is it?

STAG E II Your Business Backbone

CONSIDER • Frame of reference. • Consumer thinks about what satisfaction he/she wants from the purchase • Self maintenance, self expression, selfreward/ gift, self improvement What is the purchase needed for?

STAG E I II Your Business Backbone

SEARCH • Information sources • Consumer collects & evaluates information • Active to passive experience, WOM, Collaterals.

sources – Editorial,

Direct Media,

What are the best available information sources?

STAG E I V Your Business Backbone

CHOOSE • Brand discriminators • Consumer begins to form preferences for brands • Functional & Non personality, values.

functional

benefits,

What values best separate and elevate the brand?

STAG E V Your Business Backbone

BUY • P.O.S impact • Consumer has made up his mind, but can stay with/ change decision • Moment of truth – Distribution, Display, Price, Promotion, Trail, Sales staff, Sales experience, After sales Where is the brand strong/ weak?

STAG E VI Your Business Backbone

EXPERIENCE • Brand satisfaction • Consumer purchase.

is

using

the

brand

post

• Brand Delivery – Performance as promised? Reassurance. Did the brand meet my expectations?

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AR RIVI NG AT AN ADVERTI SING ST RATEG Y

HOW DO Y OU GO ABO UT IT?

Marketing strategy and an analysis of consumer decision moulds the advertising strategy.

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HOW DO Y OU GO ABO UT IT?  Some of the common approaches are to use:       

Positioning of the product Classification of needs Sales increasing tautology Value chains, difference analysis Qualitative research Consumer experience Lifecycle

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PO SI TI ONING

CO MMO N APPRO ACH ES FO R PO SI TI ONING Focusing on one specific attribute  ‘Engineered like no other car in the world’ - Mercedes Staking out a point on the price/quality relationship  ‘It coasts more but /I’m worth it’ - L’Oreal shampoo

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CO MMO N APPRO ACH ES FO R PO SI TI ONING Associating the brand with some particular usage (occasion or type)  ‘Have a break, have a KitKat’  When it absolutely, positively, has to be there overnight’ Federal Express

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CO MMO N APPRO ACH ES FO R PO SI TI ONING Product Class  7 Up, ‘The uncola’ positioned itself as an alternative to cola for similar usage occasions and similar people  Castrol – Liquid Engineering

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CO MMO N APPRO ACH ES FO R PO SI TI ONING Against a competitor  Comparing your products values with those of the competitors.  Showing the competitors product ( coke bottle) without the logo, referring to it as ‘another leading brand’ etc.

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CO MMO N APPRO ACH ES FO R PO SI TI ONING The projected user, the type of person for whom the brand is supposedly designed  Build up characters “the Marlboro man”  Use ‘real’ people rather than hunky, sexy models

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CO MMO N APPRO ACH ES FO R PO SI TI ONING Brand Personality The character of the brand itself

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CO MMO N APPRO ACH ES FO R PO SI TI ONING Symbol objects - Associating the brand with objects which have the connotations desired for the brand.  Eg: “Baseball, hotdog, apple pie and Chevrolet”

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CLASSI FI CATI ON OF NEED S

GE NE RATIV E POS SIB IL IT IES OF CLASS IF IC ATION OF NEE DS

Six basic motivations which can be exploited by advertising      

Functional Benefit Pleasure Identity Image Admiration Altruism

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AD VERTI SI NG STRATEG IES FO R N EWS P APE R CATEG ORY  Functional – keeps you well informed, you will be better at your job, make decisions more easily, avoid mistakes.  Pleasure – highlighting lighter elements like fashion and sport  Identity – One likes to feel that one is a well informed person.  Image – the paper you read talks a lot about you.  Admiration – The kind of people who read this news paper  Altruism- using recycled print or is circulated for a noble cause.

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THE ‘S ALES INC REASING TAUT OL OGY ’

THE ‘S ALES INC REASING TAUT OL OGY ’

 Current Users – Greater Loyalty – Heavier use • Current use, more frequent • New (extra) uses

 Current Non Users – Convert from other brands – New to product field • Same use as current users • New uses

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VALU E CH AI NS, DI FFEREN CE AN ALYSI S

VALU E CH AI NS, DI FFEREN CE AN ALYSI S  To examine any little differences between the product and its competitors  Focus separately on each stage of the manufacturing process and identify the value add which could differentiate the offer made to the consumer from its competitors

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VALU E CH AI NS, DI FFEREN CE AN ALYSI S Consider all factors like:  Raw materials  Manufacturing process  Packaging  Distribution  Price  Image communication  Appearance  Functioning

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5

QUALI TATI VE RESEARCH

QUALI TATI VE RESEARCH Your Business Backbone

 The target for advertising is essentially a qualitative idea, a question of understanding the consumers feelings  Getting from quantitative definition of target in the marketing strategy to the qualitative advertising target is often helped by qualitative research

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6

CO NSU MER EXPERIEN CE

CO NSU MER EXPERIEN CE Your Business Backbone

 What is the process of buying?  What is the effect of owning? –the convenience, the pride, the security  What is the process of consumption how, when, in what company, with what feelings?  What is the effect of consumption or the effect of not having the product available?  Recast the product benefit in terms of the consumer need or problem.

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7

LIFECYCLE

LI FE CYCLE Your Business Backbone

Launch – Establish the brand as quickly as possible in a position which a me-too will find difficult to pre-empt Growth – Development of the launch campaign. Post testing of launch campaign, who has been attracted and why Maturity – Reinforce and subtly update the image that is appreciated by the steady group of regular buyers Decline – Address the cause and decide accordingly

HAN DLI NG ALTERN ATI VE AD STRATEG IES

 Applying the ideas should generate two or three plausible strategies  How do you choose the optimal concept?

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LO GIC AL PROCEDUR E A logical procedure for dealing with alternative ‘hows’ or advertising concepts  Advertising objectives – Concept A – Concept B – Concept C

 Concept evaluation  Optimized concept  Creative Brief: Request three executions – Creation 1 – Creation 2 – Creation 3

 Judgment and testing  Optimized creation

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PRA GMATI C APPRO ACH Your Business Backbone

A pragmatic approach for benefiting from alternative advertising concepts  Advertising objectives –

Concept A • • •

–

Concept B • • •

–

Creative Brief A Creation Judgment and testing Creative Brief B Creation Judgment and testing

Concept C • • •

Creative Brief C Creation Judgment and testing

 Optimized Creation

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CREATIVE BRI EF

CREATIVE BRI EF Your Business Backbone

 It’s the culmination of all the strategic work – the spring board for the creative idea.

Market information

Consumer Research

Strategic Thinking

Creative Brief

Creative solutions The Idea

CO MPO NEN TS OF TH E CREATIVE BRI EF  Key facts behind the brand’s current positioning  A statement of what the advertising can genuinely be expected to achieve.  Definition of the target audience  Their key beliefs and attitudes, now, that can be exploited, reinforced or changed.  What he is doing now  Qualitative feelings, developing a human image

 A statement of what the advertising must communicate to change the targets beliefs, attitudes or behavior  Guidance as to the tone of the ad 

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TH E CREATIVE

BRI EF Your Business Backbone

Key facts, background behind the brand’s current positioning  Good briefs explain both the reasons behind the situation described and information that will be built on the creative strategy.  Bad briefs typically report in detail all the current problems without stressing the elements that when provided leads to the solution.

TH E CREATIVE

BRI EF Your Business Backbone

What can the ad genuinely achieve (or problem and objectives) An ad cannot ‘sell more products’. Nor can it convince people that black is white. The aim of the ad should be a simple task the creative team can immediately understand and believe in.  A good brief concentrates on consumer perceptions and the changes that could benefit the brand.  A bad brief tends to concentrate on the product itself and its problems

TH E CREATIVE

BRI EF Your Business Backbone

Characterize the target audience.  A good brief must give insights into the targets belief and motivations that will allow the creative work to hook on to some motivating quirk in the consumers mind. It needs to get under the skin of the consumer and indicate how the consumer can be touched.  A bad brief just provides demographic details and some research conducted on the target audience. It reduces the target audience to ‘heavy user, middle income household with children…”

TH E CREATIVE

BRI EF Your Business Backbone

Creative strategy – Message (promise/ support) This describes the brand promise, and the support in terms of the product benefits. A good brief already does the creative work. It offers creative strategies, or ‘hows’. It is the real spring board to the creative idea.  A weak brief just offers no help beyond the bare bones of what has to be done. It often introduces no more than what has 

TH E CREATIVE

BRI EF Your Business Backbone

Tone Qualitative inputs covering competitive advertising often suggests what sort of advertising seems right. Consideration of the type of consumer decision also gives information as to type of tone most appropriate. This is an important strategic decision and should not be left to the creative team to resolve.

TH E CREATIVE

BRI EF Your Business Backbone

Choice of media Media is a critical part of the advertising strategy, and the creative team needs to understand it. It gives an understanding as to what is it that they have to produce and execute physically, that apart, this reasoning behind the choice of media often adds to their comprehension of the message or tone being aimed at.

5 G OLDEN RU LES Your Business Backbone

 Strenuously sift out ‘non ideas’  Recognize when you don’t have an idea  Be single-minded  Avoid jargon  Give examples