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Gillette Launches Mach3 Globally
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Gillette Launches Mach3 GloballyGlobally. Tourism Australia Uses Global Campaign.

Dec 25, 2015

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Page 2: Gillette Launches Mach3 GloballyGlobally. Tourism Australia Uses Global Campaign.

Tourism Australia Uses Global Campaign

Page 3: Gillette Launches Mach3 GloballyGlobally. Tourism Australia Uses Global Campaign.

Heineken Translation Issues

Page 4: Gillette Launches Mach3 GloballyGlobally. Tourism Australia Uses Global Campaign.

Advertising Subject to Regulation

Products that may be advertised

Content or creative approach used

Media advertisers are permitted to use

The amount of advertising one may do

Use of foreign languages in ads

Use of materials from outside the country

Use of local vs. international ad agencies

Specific taxes levied on advertising

Page 5: Gillette Launches Mach3 GloballyGlobally. Tourism Australia Uses Global Campaign.

Global Marketer’s Dilemma

Offer the same product, marketing, and advertising everywhere?

Adapt the product, marketing, and advertising to each society?

Page 6: Gillette Launches Mach3 GloballyGlobally. Tourism Australia Uses Global Campaign.

Global Marketing & Advertising Advantages

Lower costs with less in planning and control

Economies of scale in production, distribution

Lower advertising production costs

Ability to exploit good ideas worldwide

Ability to introduce products quickly, worldwide

Consistent international brand, company image

Simplification of coordination and control

Page 7: Gillette Launches Mach3 GloballyGlobally. Tourism Australia Uses Global Campaign.

When is globalization appropriate?

Brands can be adopted for visual appeal, avoiding translation problems

Brands promoted with image campaigns playing to universal needs, values, emotions

High-tech products, new to the world, not steeped in the cultural heritage of the country of origin

Products with a nationalistic flavor, if the country has a favorable reputation in the field

Products appealing to a market segment with universally similar tastes, interests, needs, values

Globalization Often Works Best For:

Page 9: Gillette Launches Mach3 GloballyGlobally. Tourism Australia Uses Global Campaign.

Decision Areas in International Advertising

Organization StyleOrganization Style

Creative Strategy & ExecutionCreative Strategy & Execution

Agency SelectionAgency Selection

Advertising ResearchAdvertising Research

Coordination of Other IMC ToolsCoordination of Other IMC Tools

Media Strategy and SelectionMedia Strategy and Selection

Decision AreasDecision Areas

Page 10: Gillette Launches Mach3 GloballyGlobally. Tourism Australia Uses Global Campaign.

The Brand

“The sum of all characteristics, tangible and intangible, that make the offer unique.”

Brand Name Coca-Cola

Brand Logo Bottle Design and Red Cap

Trademark ™ Legally Protected Marks

Brands and organizations spend considerable sums telling customers what they stand for.

Page 11: Gillette Launches Mach3 GloballyGlobally. Tourism Australia Uses Global Campaign.

Views on Brands

“A name, logo, or symbol that evokes in customers a perception of added value for which they will pay a premium price.”

John Torella, J.C. Winters Group, Toronto“A product with a personality.” Chris Staples, Rethink, Vancouver

Marketing communications in any form has an impact on customers’ perceptions.

Page 12: Gillette Launches Mach3 GloballyGlobally. Tourism Australia Uses Global Campaign.

Coke the brand

Page 13: Gillette Launches Mach3 GloballyGlobally. Tourism Australia Uses Global Campaign.

Benefits of Branding

For customers a brand offers:

1. A desired level of quality. Consistently

2. Psychological rewards from ownership

3. A means of distinguishing one brand from anotherThe brand image helps create loyalty.

Page 14: Gillette Launches Mach3 GloballyGlobally. Tourism Australia Uses Global Campaign.

Benefits of Branding

For the company branding offers:

1. A means of communicating features and benefits

2. An opportunity to create and sustain an image

3. Customer satisfaction and repeat purchase opportunity

Page 15: Gillette Launches Mach3 GloballyGlobally. Tourism Australia Uses Global Campaign.

Brand Loyalty

“The degree of consumer attachment to a brand.”

RecognitionRecognition

PreferencePreference

InsistenceInsistence

Awareness of name, benefit and package

Is useful, consumer will buy if available…evoked set

Will search for; must have

Page 16: Gillette Launches Mach3 GloballyGlobally. Tourism Australia Uses Global Campaign.

Brand Equity

The value of a brand in its holistic sense to its owners as a corporate asset. Brands have value.

Equity is derived from:

• Effective marketing strategies

• A brand’s status in the marketplace

• A brand’s position among customers

Page 17: Gillette Launches Mach3 GloballyGlobally. Tourism Australia Uses Global Campaign.

The Top 10 Global Brands

1. Coca-Cola $70.42. Microsoft $65.13. IBM $51.84. GE $42.35. Intel $31.16. Nokia $29.97. Disney $28.08. McDonald’s $24.79. Marlboro $22.210. Mercedes $21.4

Page 18: Gillette Launches Mach3 GloballyGlobally. Tourism Australia Uses Global Campaign.

Brand Building

1. Identify Brand Values and Positioning Strategy1. Identify Brand Values and Positioning Strategy

2. Plan and Implement the Marketing Program2. Plan and Implement the Marketing Program

3. Measure and Evaluate Brand Performance3. Measure and Evaluate Brand Performance

4. Build Brand Loyalty and Brand Equity4. Build Brand Loyalty and Brand Equity

Page 19: Gillette Launches Mach3 GloballyGlobally. Tourism Australia Uses Global Campaign.
Page 20: Gillette Launches Mach3 GloballyGlobally. Tourism Australia Uses Global Campaign.

The Marketing Mix

Page 21: Gillette Launches Mach3 GloballyGlobally. Tourism Australia Uses Global Campaign.

The Marketing Mix

• The tools available to a business to gain the reaction it is seeking from its target market in relation to its marketing objectives

• 7Ps – Price, Product, Promotion, Place, People, Process, Physical Environment

• Traditional 4Ps extended to encompass growth of service industry

Page 22: Gillette Launches Mach3 GloballyGlobally. Tourism Australia Uses Global Campaign.

Price

Page 23: Gillette Launches Mach3 GloballyGlobally. Tourism Australia Uses Global Campaign.

Price• Pricing Strategy• Importance of:– knowing the market– elasticity– keeping an eye

on rivals

Image copyright: www.freeimages.co.uk

Page 24: Gillette Launches Mach3 GloballyGlobally. Tourism Australia Uses Global Campaign.

Product

Page 25: Gillette Launches Mach3 GloballyGlobally. Tourism Australia Uses Global Campaign.

Product• Methods used to

improve/differentiate the product and increase sales or target sales more effectively to gain a competitive advantage e.g.– Extension strategies– Specialised versions– New editions– Improvements – real or

otherwise!– Changed packaging– Technology, etc. Image copyright: www.freeimages.co.uk

Page 26: Gillette Launches Mach3 GloballyGlobally. Tourism Australia Uses Global Campaign.

Promotion

Page 27: Gillette Launches Mach3 GloballyGlobally. Tourism Australia Uses Global Campaign.

Promotion• Strategies

to make the consumer aware of the existence of a product or service

• NOT just advertising

Page 28: Gillette Launches Mach3 GloballyGlobally. Tourism Australia Uses Global Campaign.

Place

Page 29: Gillette Launches Mach3 GloballyGlobally. Tourism Australia Uses Global Campaign.

Place

• The means by which products and services get from producer to consumer and where they can be accessed by the consumer– The more places to buy the product and the easier

it is made to buy it, the better for the business (and the consumer?)

Page 30: Gillette Launches Mach3 GloballyGlobally. Tourism Australia Uses Global Campaign.

People

Page 31: Gillette Launches Mach3 GloballyGlobally. Tourism Australia Uses Global Campaign.

People

• People represent the business– The image they present can be important– First contact often human – what is the lasting image they

provide to the customer?– Extent of training and knowledge

of the product/service concerned– Mission statement – how relevant?– Do staff represent the desired culture

of the business?

Page 32: Gillette Launches Mach3 GloballyGlobally. Tourism Australia Uses Global Campaign.

Process

Page 33: Gillette Launches Mach3 GloballyGlobally. Tourism Australia Uses Global Campaign.

Process

• How do people consume services?• What processes do they have to go through to

acquire the services?• Where do they find the availability

of the service?– Contact– Reminders– Registration– Subscription– Form filling– Degree of technology

Page 34: Gillette Launches Mach3 GloballyGlobally. Tourism Australia Uses Global Campaign.

Physical Environment

Page 35: Gillette Launches Mach3 GloballyGlobally. Tourism Australia Uses Global Campaign.

Physical Environment

• The ambience, mood or physical presentation of the environment– Smart/shabby?– Trendy/retro/modern/old fashioned?– Light/dark/bright/subdued?– Romantic/chic/loud?– Clean/dirty/unkempt/neat?– Music?– Smell?