Professional Documents
Culture Documents
CO.
Since 1989
LANGBERG &
CO.
INTEGRATED GO-TO-MARKET
STRATEGIES TM
Since 1989
www.langberco.com
● Michelin ● Crayola
Since 1989
BRAND PORTFOLIO
WORKSHOP & FACILITATION
Since 1989
Today’s Goal
Since 1989
What Type of Company Are You?
DEFINITION & EVOLUTION OF “DRIVEN” COMPANIES
1. Concept Formulation
2. Features & Benefits Definition
3. Target Audience Definition Strategic
4. Positioning Statement Elements
5. Product or Service Mix
6. Distribution Channels
7. Pricing
8. Sales & Selling Processes & Disciplines Tactical
9. Customer Care Processes & Disciplines Elements
10. Packaging
11. Graphics & Design
12. Site Selection Criteria
13. Promotional & Merchandising Programs
14. Supply Chain Management Enabling
15. Human Resources Plan Elements
16. Management Information Systems
Continuum Marketing; Copyright Leslie S. Langberg 1989-2009
LANGBERG &
CO.
1. Concept Formulation
2. Features & Benefits Definition
3. Target Audience Definition Strategic
4. Positioning Statement Elements
The attitudinal and demo (firmo) graphic description of the primary prospect to whom the
brand is intended to appeal
− Frame of Reference
The category in which the brand competes; the context that gives the brand relevance to
the target audience
− Benefit Statement
The most compelling and motivating meaningful benefit that the brand can own (or have
a first-to-market sustainability) in the hearts and minds of its target audience relative to
the competition
Since 1989
Brand Portfolio Mgt.
• Objective
− Specify the roles and relationships of a company’s brands
to one another ensuring they are clearly positioned and
marketed to the company’s target audience(s).
• Key Advantages
Since 1989
Types of Branding
• Private Label
A brand created and owned by a reseller of a product
• Co-Branding
Using established brand names of two different companies on the same product
(in most cases one company licenses the other to use with its own)
• Line Extension
Using a successful brand name to introduce additional items in a given product
category under the same brand name
• Brand Extension
Using a successful brand name to launch a new or modified product in a new
category
• Multibrands
Introduction of additional brands in the same category
Since 1989
Line Extension
Using a successful brand name to introduce additional items in
a given product category under the same brand name
Pros
− Low-cost, low-risk to introduce new products
− Meet consumer demand for variety
− Utilize excess capacity
− Command more “shelf space” from resellers
Cons
− Lose its brand meaning
− Cause marketplace frustration – with both resellers and consumers
− Could come at the expense of other items in the line
Works best when it takes sales away from competing brands, not
when it cannibalize a company’s other products
Copyright Langberg & Co. 2009
LANGBERG &
CO.
Since 1989
Brand Extension
Using a successful brand name to launch a new or
modified product in a new category
Pros
− Typically saves high advertising costs needed to build a new brand
− Gives a new product instant recognition and faster acceptance
Cons
− Unsuccessful brand extensions can de-value the core brand
− The “mother” brand can lose its meaning through brand extensions
that “don’t fit.”
Since 1989
Multibrands
Introduction of additional brands in the same category
Pros
Cons
Since 1989
A MARKET LEADER
• A firm that has the largest percentage total
sales revenue of a market or product. Often
dominates its competitors in:
− Customer loyalty
− Distribution
− Coverage
− Image
− Perceived value
− Price
− Profit
− Promotional spending
LANGBERG &
CO.
Since 1989
A LEADERS MANDATE
• Pursue strategies and programs to strengthen and
protect its position
• Covering
−A replication of a competitive move, not allowing a competitor to
occupy “marketing” space that might pose a danger to the ongoing
success of its products
• Typical Considerations
−Service
−Distributor programs
−Product attributes
−Price
−Warranty
−New product or brand
LANGBERG &
CO.
Since 1989
The Value Equation
A View Incorporating Brand Equity
Value = Price (P) + Tangible Attributes (T) + Brand Equity (B)
Innovation
Tangible Attributes
Product and service related features and benefits
Brand Equity
Trust, longevity in marketplace, social responsibility, consistent
performance, etc.
Copyright Langberg & Co. 2009
LANGBERG &
CO.
Since 1989
The Value Equation
Since 1989
Attack Yourself