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Pathfinder--MarketingKnowledgeSeminarWhyBrand?Theartofmarketingislargelytheartofbrandbuilding.Whensomethingisnotabrand,itwil

lbeprobablybeviewedasacommodity.Thenpriceiswhatcounts.PhilipKolterAboutBrand…Brandnotonlythename,iconorlogo,butalsoinnermeaning◼meanin

g◼appearance◼linkage◼expectation◼experience◼…Parmalatlightmilk.0%offat.NowwithAutotransmission.JEEPCHEROKEE2.

8CDRAxeEffect.Look,thenewAudiRS1WhatIsMarketing?◼Thewholeperiodfromproductstoprofit◼ThebridgebetweenenterpriseandcustomerEnterp

riseACommodityaFactoryChannelMarketEnd-usersWarehouseCommodityaSalesoutletBrandahomeBrandaCashflowMarke

tingFourPStrategies◼1.ProductStrategy◼2.PlaceStrategy◼3.PriceStrategy◼4.PromotionStrategy◼Positioning(Volvo,H

aagen-Dazs)◼People(theteam)AimedataChanging,Changeable,andReactingTargetMarketInaChanging,Changeable,andReacti

ng◼Competitive◼Economic◼Technological◼Social-Cultural◼Political-Legal……EnvironmentUnfortunately(?)◼Everyonecouldcomment,however,noon

ecouldmeeteveryone’sdemandThepowerofchannel-aboutdistribution◼Distributionchannel(customer)◼Nationaldistributors•Localdea

lers/provincialdistributors•retailers◼Theend-users(customer)◼ThebridgebetweenenterpriseandcustomersThepurchasingprocess:•Recognitiono

fneed(tangibledemanding,productvalue)•Searchforalternatives•Evaluationofalternatives•Decision•Placetheorder◼Co-ordinatekey

marketingandsalesactivities,ask◼doesthechannelhavestockbeforepromotionstarts,◼havethesalesgirlandpromoterequippedwithproductknowledg

e/salestools,◼isPOS/giftreadyinplace◼aretheshops/promoters/LAwellinformed◼whenisthecriticalactiondates,doseitcrashitanyholidaysorbigevents◼w

honeedtobeinvolved(centralteam,distributor,dealers,LA,promoters,ect.)◼whoresponsibleforwhat◼Thereportingmilestone◼B1get1pr

omotiontakesatleast3weeksforgiftsourcinganddelivery,POSdesignandprinting,mediabookingDevelopaLogicalActionCalendarAccessa

gainstyourobjectivesSalesVSforecast(achievement%)Marketshareincrease%No.ofchannelparticipating,Numerica

ldistribution%increasePOScoveragePromoterselloutOutofstockreportROI,Cost/unitsoldUseofresearchAwarenesslevelEvaluateandLearn

fromYourResultDoNotMissOperatorOpportunities◼Operatorhandsetbundlingbusinessisuncertainbutisincreasing◼Operatorsdema

ndtotalproduct+servicesolution,workwithkeyaccounts◼EstablishandownrelationshipwithprovincialCMCC◼Constantupdate(productpresentation/newsletter)◼C

apitalizeondistributors’relationship,getcontactandinformation◼Test/samplephones◼Provideproduct+servicesolution◼Proactivetoiden

tifybusinessopportunitiesShareYourExperience◼Shareyouractivitiesresourcesandresultwithotherregions◼Tosav

epreparationtime◼Tosavecostforvolumepurchase◼Tolearn,adaptanduseinyourregions◼Whatcanbeshared:◼Roads

howplan&script◼Gift/specialPOSsourcing◼LocalPRactivities◼Jointpromotionpartnerscontactandmechanisms◼Promoterstrainingmaterials◼Succes

sfulcases◼Complaintsandcrisis◼Howtoshare◼Sendto&co-ordinatebyregionalMKThead◼UploadreportandphotosinthepublicserverLet’smakeithappe

n!!