Marketing 4P and SWOT

Does the brand work or not?
Can it work better?
How to overcome challenges by competitors?
(Brand gets older. How to renew?)
How to keep up with ever-changing customers' needs and wants?
Brand Adult - Ho to kick start?
Strategic brand analysis (Building strong brands, D. Aaker)

Self Analysis
Existing brand Image
Brand Heritage
Strengths
Capabilities
Organizational Values

Brand recall (Unaided)
-Brand recognition (aided)
-Brand promise VS Perceived benefits
-Unique proposition VS Me-too claim
-Edges over competitors
-Perceived quality (Product)
-Perceptions about brand
-Likability towards brand
-Share of mind VS Share of wallet
-If the brand is person, he is...

Competitor Analysis
- Brand Image < (Adj.)
- Brand Identity < (Logo/color/typeface)
- Strengths
- Strategies
- Vulnerabilities

Customer Analysis
- Trends
- Motivation
- Unmet needs
- Segmentation

Doing the Project
Survey Questions
What type of Tissue you know?
Put priority of them

Such as shampoo segmentation oil, dry, netural, long, short, color

ROI= Return on investment

Qoo water and Watson water from the same tap
Watson for quality high
Qoo for general

Market = Pizza
segment (target segment pic)
-demopraphics
-psychographics

Marketing 4P-
Product
Place (supply-chain management)
Price (Pricing Strategies) )Exp. expensive at the beginning, then discount, it is bench marking
Promotion (Marketing communication)

Competitive advantage (Strategy when every brand is competitive)
such as
only me has the source
self country production (geographical advantage)
consumer attitude



SWOT analysis
S = Strength = things that the company/service does well
W = Weakness = things that the company/service doesn't do well
O = Oppotunity = Conditions is the external environment that favor the strengths
T = Threats = Conditions that doesn't relate to existing strength or favor area



Not self go promote,
But looking outside the world.

Case Study - Vida Sassoon
- Brand as Product offering treatment-oriented attributes like PPT
- Uses frequency/personality stylish with a touch of humour
- Intense competition both in product development and advertising spending
- LUX|Rejoice|Pentene|Clariol|H&S|Dove

SWOT Analysis (Vida Sassoon)
S
Heritage - Professional knowledge and image from salon background
Personality stylish with a touch of sophistication
W
Low top-of-mind awareness
Less line extension
Perceive slightly expensive
O
Consumers look for add-on attributes, eg, treatment

Case Study - Samsung notebook
-mothe brand (Strength
-many use notebook than PC nowadays
-portable, stylish

SWOT Analysis (Samsung notebook)
S
Top global brand prodcer of hard drives and main computer
W
General misconception of Samsung's products
O
Small household and small flat size
Use lab for entertaining purpose
T
Intense competition
Low consumer loyalty

[Low-involvment product - consumers always change brand, such as new formula in shampoo, new 36-inches television
High-involvment - building, insurance - usually loyal to the product, not easily shift to another brand]

Strategy and Advertising Promotion
This project aims to show one more thing - Client intention