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Hans Cools Marketing Communication in a broader context of Brand and Marketing strategy Introduction What is Marketing Communication ? Definition of Marketing Communication All types of messages using various instruments by means of which a company communicates with its target groups and stakeholders to promote its products or the company as a whole The x Ps of Marketing The C’s of Marketing Robert Lauterborn Product -> Customer Solution Price -> Cost to the customer Place -> Convenience Promotion -> Communication Marketing and Branding in the business context Who do we work for ? Marketing and Branding in the business context Corporate strategy Michael Porter : structurele analyse van een industrie Marketing and Branding in the business context Corporate strategy Michael Porter Concurrentie strategie Broad Target Narrow Target 1. Cost Leadership 2. Differentiation Stuck in the middle 3A. Cost focus 3B. Diff. focus Marketing and Branding in the business context What role do marketing, branding and marketing communication play in this ? Marketing and Branding in the business context Brand value : A measure of the financial value of a brand as a separable asset - when it is sold or included on a balance sheet Brand equity : A measure of the influence that a brand exerts on the buying behaviour of customers Marketing and Branding in the business context Brand value : Net present value of the forecasted brand earnings, discounted by the brand discount rate Steps Market segmentation Brand share of earnings The future cash flow generated by the brand The expected duration of such cash flow Brand strength determination (= brand equity) Risk analysis expressed in terms of a discount rate Brand value calculation Marketing and Branding in the business context Brand architecture : branded house vs. house of brands Branded house Nivea Fortis House of brands P&G detergents General Motors Marketing and Branding in the business context Portfoliostrategie: vb. margarine markt Extravert / Verkennend Bertolli Belolive Effi Ik / Affirmatie Unilever Vandemoortele Solo Becel Alpro Vitelma Roda Planta Becel PA Boter Introvert / Normatief Wij / Confirmatie Marketing and Branding in the business context Brand key Marketing and Branding in the business context Brand equity : model van Aaker Summary Marketing Communication Marketing / Brand Mix Brand Equity Brand Value Shareholder Value