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CBDCBDCollegeIIMarketingOrientationWhatdidyouknowaboutMarketing?Whatdoyouwanttoknowfromthisorientation?CBDCBDCollegeIIWhatwewillcover...WhatisMarketingP&GMarketingCustomerMarketingwithP&GCBDCBDCollegeIIWhatisMarketingMarketingisabridgebetweenManufacturerandconsumerMarketing6PTheoryProduct（产品）Price（价格）Place（分销）Promotion（促销）Package（包装）PublicRelation（公关）P&GMarketing

……P&GMarketingFrameworkWHOareyourtargetconsumers?AssessingTheLandscapeConsumerCompetitionCustomer/ShopperCompany/BrandWHAT

shouldtheBrandEquitybeandhowdoestheEquitytranslateintoCommunicationStrategies?HOWcanweoptimizeValuePropositionsandMarketingProgramstoacquireandkeeptargetconsumers?CBDCBDCollegeIIP&GMarketingFrameworkWHOareyourtargetconsumers?AssessingTheLandscapeConsumerCompetitionCustomer/ShopperCompany/BrandWHAT

shouldtheBrandEquitybeandhowdoestheEquitytranslateintoCommunicationStrategies?HOWcanweoptimizeValuePropositionsandMarketingProgramstoacquireandkeeptargetconsumers?CBDCBDCollegeII

Whyistargetingso

importanttoday?BusinessConcentratedandtechnologyimprovesabilitytotarget80%ofTidesalesfrom18%ofHHIncreasedfragmentationofconsumerneeds

Whyistargetingsoimportanttoday(con’d)?MDOscaleopportunitiesHeightenedneedtoincreasereturnonMSA

P&GMarketingFrameworkWHOareyourtargetconsumers?AssessingTheLandscapeConsumerCompetitionCustomer/ShopperCompany/BrandWHAT

shouldtheBrandEquitybeandhowdoestheEquitytranslateintoCommunicationStrategies?HOWcanweoptimizeValuePropositionsandMarketingProgramstoacquireandkeeptargetconsumers?CBDCBDCollegeIIBrandEquity:

Whatyourbrandstandsforinconsumers’mind?YourBrand’sDNA?

Thestrategicideasandexecutionalelementsthatsetyourbrandapartfromcompetitionintheheartsandmindsofyourtargetconsumers.

ProvidesFocusand

InspirationforallP&G

FunctionsandAgenciesBrandCBDPDDDesignAgencyEQUITYCBDCBDCollegeIIForMarketing,Equity

DecisionsProvideDirectionforallCommunicationsPRIn-StoreMarketingTVProductPackagingEQUITYWebsiteCBDCBDCollegeIIOverallEquity

ExamplesFunFamilyEntertainmentFun&HonestLittleCarBeetleBrandEquity...

BeyondFunctionality?3DMARKETING:FunctionalBenefits-Productperformance,includingvalue.Process/ExperienceBenefits-Easyaccesstoinformation,simplifieddecisionmaking,convenient/pleasurabletransactions,etc.(onestopshopping;7-11)RelationshipBenefits-Benefitswhichaccruetoconsumersasaresultofongoingtwo-wayinteraction/dialoguewithaBrand.(P)

LadderingUpto

EmotionalBenefits

Explorehowfunctional,experience,andrelationshipbenefitsladderuptoemotionalbenefitssoyourBrandcanfulfillabroaderroleinyourtarget’slife.EmotionalExamplesSafeguard–Helpmumbecomeagoodmum.Rejoice–Confidencetopresentyourbestselftotheworldandmakeyourownchoices.P&GMarketingFrameworkWHOareyourtargetconsumers?AssessingTheLandscapeConsumerCompetitionCustomer/ShopperCompany/BrandWHAT

shouldtheBrandEquitybeandhowdoestheEquitytranslateintoCommunicationStrategies?HOWcanweoptimizeValuePropositionsandMarketingProgramstoacquireandkeeptargetconsumers?CBDCBDCollegeIIThe7TouchpointsBrands=experiences,solutionsandrelationshipsRelationshipbuildingisajourney.ConsumersdefineBrandsasasumofallexperiences.

Deliveridealexperiencesateverytouchpoint.Consistentexecutionacrossthe7touchpoints.AwarenessExperienceBrowsingExperiencePurchasingExperienceUsageExperienceRememberingExperienceRepurchasingExperienceAdvocacyExperienceHOW

PowerQuestion

CanyourBrandimprovethevaluepropositionbydelightingconsumersacrossmultipleTouchpointsandBenefitDimensions?MarketingPlan

KeyConsiderationsReachconsumerswhenandwherereceptiveAllrelevanttouchpointsLeverageallsourcesofcommunicationDirecttoConsumer3rdPartyRetailerConsiderwiderangeofvehicles,investinfewwithhighestleverageAscendChina:Outstanding

BrandingatMultipleTouchpointsHOW

PowerQuestionAreallplanelementsworkingtogethertobuildequity?CBDCBDCollegeIICommunicationviaRetailerHOW

PowerQuestion

Areyouleveragingallrelevantsourcesofcommunication?

DTCInfluencerRetailerCBDCBDCollegeIICustomerMarketingwithP&GLeveragetheequityofwellknownP&Gbrandstocommunicateyourequityandbuildawareness,trial,&loyaltyamongChineseshoppers.CBDCBDCollegeIIWhatCustomerMarketingIS:Programdevelopedwithcustomers,notforthemEquitybased,notpricedrivenOpportunitytoleverageP&G’smarketingcorecompetenciesandcustomer’sabilitytoexecuteatthepointofsaletobuildmutualbusiness.CBDCBDCollegeIIWhatCustomerMarketingisNOT:Tacticaljointpromotions(e.g.onpackpromotions,bundlepacks).Moremoneytofundlowerpricing.CBDCBDCollegeIIKeytosuccessfulCustomerMarketing:Consumer/shopperUnderstandingP&G/CustomerAlignedStrategiesNew&UniqueMarketingToolsCustomerOwnershipFlexibility/CustomizationDevelopingprogramswithourcustomersnotforthemCBDCBDCollegeIIExecutionalGuidelines:P&Gandcustomermusthaveupfrontalignmentonobjectives&strategiesforprogramProgrammustbee

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