brand presentation.ppt

7/24/2019 Brand Presentation.ppt

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Internal Marketing

External Marketing

&

Internal Branding

External Branding


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INTERNAL MARKETING

Internal Marketing (IM) is an ongoing processthat occurs strictly within a company or

organization whereby the functional processis to aligns, motivates and empowersemployees at all management levels toconsistently deliver a satisfying customer

experience .


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KEY CONCEPTS OF INTERNAL

MARKETING:IM functioning as a continual internal u! s"illing

!rocess#

Align$ent of t%e organi&ation's !ur!ose (it%e$!lo)ee *e%a+ior#

Moti+ation, refra$ing an- e$!o(er$ent of

e$!lo)ee attitu-e#

Insi-e.out $anage$ent a!!roac%#Retaining a !ositi+e custo$er e/!erience

t%roug%out t%e *usiness o*0ecti+es


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TYPES OF INTERNALMARKETINGInternal marketing of the business systems

It is a*out t%e co$!an)'s infrastructure t%at custo$ers

$a) not "no(#

Internal guidance

It %as to -o (it% t%e creati+e t%oug%ts %a+e t%at (ill

eit%er c%oose to act on, or not#


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IMPORTANCE OF INTERNAL

MARKETING

Internal $ar"eting creates an en+iron$ent t%at ena*les

organi&ations to focus on (%ate+er nee-s c%anging

internall) so t%e) can en%ance t%eir e/ternal $ar"et!lace

!erfor$ance#Internal $ar"eting %el!s organi&ations -eli+er *etter

custo$er ser+ice *) aligning, coor-inating,

an- $oti+ating e$!lo)ees#

It %el!s ensure t%at e$!lo)ees are effecti+el) carr)ing

out t%e organi&ation's !rogra$s an- !olicies#


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!" #$%" $& I'"#'%M#"I'*

Management Of Change Internal $ar"eting $a) *euse- to !lace, an- gain acce!tance of ne( s)ste$s suc%as t%e intro-uction of infor$ation tec%nolog) an- ne((or"ing !ractices, an- ot%er c%anges#

Building Corporate ImageInternal $ar"etings role isto create a(areness an- a!!reciation of t%e co$!an)sai$s an- strengt%sStrategic Internal Marketing (%ic% ai$s at re-ucing

inter.-e!art$ental an- inter.functional conflict an--e+elo!ing t%e co.o!eration an- co$$it$ent


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"++"'I%+ $& +--"++&%I'"#'% M#"I'*

Moti+ation

Co.or-inationInfor$ation

E-ucation


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-$M$'"'+ $& I'"#'%M#"I'*1 Information gathering to assess:E$!lo)ee "no(le-ge

Attitu-es1e%a+ior#

! Management action "Selection

TrainingMoti+ation2irection#


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/"'"&I+ $& I'"#'%

M#"I'*1Internal Mar"eting encourages t%e internal $ar"et

3E$!lo)ees4 to !erfor$ *etter#

!Internal Mar"eting e$!o(ers e$!lo)ees an- gi+es

t%e$ Accounta*ilit) an- res!onsi*ilit)#

#Internal Mar"eting creates co$$on un-erstan-ing of

t%e *usiness organi&ation

$Internal $ar"eting creates goo- coor-ination an-coo!eration a$ong -e!art$ents of t%e *usiness#

%Internal Mar"eting i$!ro+es custo$ers retention an-

in-i+i-ual e$!lo)ee -e+elo!$ent.


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0"1"%$I'* I'"#'%M#"I'*Mar"et seg$entation

Mar"eting action

Mar"eting co$$unication

Mar"eting orientationE$!lo)ee attitu-es to(ar-s t%e organi&ation an- its

$ission

Le+els of 0o* satisfaction

Assessing s"ill an- "no(le-ge nee-s

Nee-s an- (ants of e$!lo)ees


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I'"#'% M#"I'* $$%+

Influential E$!lo)eesE+entsTraining

Internal Launc% Ca$!aigns

So, Internal $ar"eting is a $eans of in+ol+ing staff at allle+els in effecti+e $ar"eting !rogra$$ers *) ena*ling t%e$to un-erstan- t%eir role (it%in t%e $ar"eting !rocess#


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E/ternal Mar"etingExternal marketing includes all

the activities which enable anorganization to satisfy the needs

and wants of the customer


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E/ternal $ar"eting Factors:

Customer Expectations

T%e $ost o*+ious e/ternal factors t%at influence !rice setting are t%e

e/!ectations of custo$ers an- c%annel !artners#

Competitie and Other 'roducts

Mar"eters (ill un-ou*te-l) loo" to $ar"et co$!etitors for in-icationsof %o( !rice s%oul- *e set# For $an) $ar"eters of consu$er !ro-ucts

researc%ing co$!etiti+e !ricing is relati+el) eas), !articularl) (%en

Internet searc% tools are use-#

2irect Co$!etitor Pricing

Relate- Pro-uct Pricing Pri$ar) Pro-uct Pricing

(oernment )egulation

T%ese regulations are !ri$aril) go+ern$ent enacte- $eaning t%at t%ere

$a) *e legal ra$ifications if t%e rules are not follo(e-#


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&ive -omponents of an

"xternal Marketing Customers A custo$er.centric *usiness strateg) ai$s to align clients nee-san- -esires (it% a co$!an)s !ortfolio of !ro-ucts an- ser+ices#

Suppliers

Su!!liers !la) an essential role in t%e co$!etiti+e lan-sca!e,!ro+i-ing organi&ations (it% t%e necessar) ra( $aterials to

!ro-uce (or".in !rocess ite$s an- co$!letel) finis%e- goo-s#

Competitors

A *usiness rarel) e+ol+es in a co$$ercial +acuu$5t%erefore it $ust factor ri+als in its $ar"eting e6uation,

unless t%e co$!an) is a $ono!ol)#


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Substitutes

A su*stitute !ro-uct is an ite$ t%at, at least !artl),satisfies custo$ers nee-s an- -esires# Clients use

su*stitutes as re!lace$ent !ro-ucts, if .. or (%en ..

original !ro-ucts are te$!oraril) una+aila*le or

inaccessi*le *ecause of !ro%i*iti+e !ricing#

Entrants

Entrant acti+ities -ra(s on co$!etiti+e anal)sis

*ecause to-a)s ne( entrants $ig%t *e to$orro(sri+als, unless t%e ne(co$ers 6uic"l) fa-e a(a)

t%an"s to t%e intense $ar"et!lace rivalry.


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Benefts o External

MarketingT%e interaction *et(een seller an- *u)er (ill -eter$ine$ar"eting success#

E/ternal $ar"eting acti+ities are generall) -i+i-e- into

e/ternal ser+ice 6ualit), e/ternal custo$er satisfaction

an- s!ecific7in-i+i-ual co$!etencies#

E/ternal $ar"eting can %el! to ac%ie+e a nu$*er of

i$!ortant sales an- $ar"eting o*0ecti+es#

It inclu-es: A-+ertising, 8e*site, 1log, Social $e-ia

$ar"eting, 2irect $ar"eting, Mar"eting $aterial

inclu-ing *usiness car-s, letter%ea-, an- logo an-

Pro-uct -e+elo!$ent#


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"xternal Marketing-ommunication

Role "xternal marketing communication can

help to achieve a number of importantsales and marketing ob2ectives.

Advertising dvertising in newspapers, magazines

or local radio can help to launch newproducts, announce a sale orpromotional o3er, or generate in4uiriesfor sales team to follow up.

Direct MarketingPublicationsEvents


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Internal BrandingInternal Branding

Internal branding is the set of strategic processes that

align and empower employees to deliver the

appropriate customer experience in a consistentfashion. These processes include, but are not limited

to, internal communications, training support,

leadership practices, reward & recognition programs,

recruitment practices and sustainability factors.


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Seven Key Principles to Internal BrandingSeven Key Principles to Internal Branding

1. Co-Creation

Internal Branding needs to be a collaborative effort

between management and employees, and amongst

employees themselves.

2. Larger Purpose

Internal Branding program on a larger purpose that people

can get excited about can be one of the best ways to

create and enhance that much needed alignment between

the needs and interests of the company and employees3. Epo!erent

mpowerment is still central to an effective Internal

Branding effort.


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$ Education T%is is fun-a$ental to effecti+e Internal 1ran-ing, *ut it is $uc%

easier sai- t%an -one# Internal 1ran-ing e-ucation %as to *erele+ant, ti$el) an- +er) useful for t%e !eo!le#

% *ccountability

Internal 1ran-ing re6uires gi+ing e$!lo)ees $uc% greaterres!onsi*ilit) for creating an- -eli+ering t%e *ran- e/!erience#

+ Shared Incenties

Incenti+es are not 0ust co$!ensation *ase-# It s%oul- *e loo"ing

for an- -e+elo!ing ot%er (a)s to $oti+ate e$!lo)ees to $a"et%e$ true a-+ocates of t%e *ran-#

, Measurement

Measure$ent is 0ust as i$!ortant to t%e successful Internal1ran-ing !rogra$ as it is to an e/ternal $ar"eting ca$!aign#

Fro$ t%e *eginning


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"odel o# internal $randing"odel o# internal $randing

1.%irection &1.%irection & !esearch "trategic assessment recommendations

Identifying the needs and change that must occur in thecompany

'.Pat(&'.Pat(& #efine $articipants %btain their input and feedbac on

programmer components 'ine tune barriers !efine theprogrammer Identify the brand ambassadors

3.)ction &3.)ction & (reate rallying cry $resent final programmer Train and

#eploy Brand ambassadors $roposition )andboo


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)reas !it(in t(e organi*ation responsi$le)reas !it(in t(e organi*ation responsi$le

#or developing internal $randing#or developing internal $randing

*areting

xecutive team)uman !esources$ublic relationsxternal agency

$ercentage%ther


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Key C(allenges o# Internal $randingKey C(allenges o# Internal $randing

(ommunication (onsistency +etting BuyIn +etting xecutive-"enior (ommitment

Time vailability %rgani/ational "tructurerticulating !elevance of Internal Branding $rioriti/ing Internal Branding

*easuring ffectiveness #efining Brand 0alues-ssence %ther


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Internal Branding CoponentsInternal Branding Coponents

9o* 2escri!tions, O*0ecti+es, Perfor$ance Re+ie(s Co$!ensation, Recognition, Re(ar-s 8e*site, Internet, Internal !ac"aging Print 3*roc%ures, collateral4 E$ail te$!late an- signature Tele!%one greetings En+iron$ental 1ran-ing 3cafeteria, rece!tion, conference roo$s,

%all(a)s4

Face.to.face $eetings

Kic".off $eetings, roa- s%o(s ;i-eos, ne(sletters, ne(sflas%es La!el !ins, unifor$s, coffee cu!s Co$!an) signage E$!lo)ee orientation: *ot% ne( current

t%e$e- lunc%es an- *rea"fasts CEO role $o-elin


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Iportance o# Internal BrandingIportance o# Internal Branding

)##iliation

+(e Internal BrandEployer Brand get stronger

Custoer E,perience in en(anced


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http://www.foolmehonestly.com/wp-content/uploads/2013/07/Fool-me-honestly-importance-of-internal-branding.jpg


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Bene#its o# Internal BrandingBene#its o# Internal Branding

The benefits of Internal Branding are1

)elps to align employee behavior with the

(ompanys 0alue $roposition

%nce employees are informed, motivated,

trained, they buyin and improve their

performance )elps to build teams of dedicated and

engaged employees


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Internal Branding in#luence custoerInternal Branding in#luence custoer

$rand relations(ip$rand relations(ip


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E


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M$0"% $& "8"#'%

/#'0I'*9


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*naly-e"

Ri-e.along (it% sales force7-istri*utors

One.on.One Ke) Co$!an) Inter+ie(s

Custo$er =ualitati+e Researc%: E/!lore t%e Categor), Mar"et >sers

Anal)&e 2ata

Explore"

T%e E/!loration (it% a (ell -ocu$ente- S8OT anal)sisan- a clear articulation of t%e lea-ers%i! +ision rig%t fro$t%e to! of t%e co$!an)

*ssess"

2e+elo! se+eral 1ran- Positioning Conce!ts

I-entif) 1ran- Triggers

Custo$er =ualitati+e Researc%: O*tain Fee-*ac"


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Ideate"

Finali&e 1ran- Positioning 1ran- Te$!lates

Create 1ran- Manual 1roc%ures:

Strateg), Positioning, an- all 1ran-ing, Mar"eting, an-

A-+ertising Ele$ents

Implement"2eter$ine ?o( to Measure: 1ran- Monitor

Launc% to E$!lo)ees, 2istri*utors, Retailers,

Custo$ers


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-!''"%+ $& "8"#'%/#'0I'*Face to face $eetings

Print an- *roa-cast $e-ia Pa$!%lets

Press conference

Annual re!orts an- letters etc#


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!" *$% $& "8"#'%/#'0I'*Facilitate coo!eration (it% grou!s suc% as su!!liers,

in+estors, an- stoc"%ol-ers

Organi&ation To !ro$ote t%e organi&ation

A-+ertise t%e organi&ation

Pro+i-es infor$ation a*out !ro-ucts an-

ser+ices to custo$er


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brand presentation.ppt

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