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SAATCHI&SAATCHIADVERTISINGSAATCHI&SAATCHIADVERTISINGSAATCHI&SAATCHIADVERTISINGIntroductionSaatchi&SaatchiTrainingSAATCHI&SAATCHIADVERTISINGTheBiggerPictureSaatchi&SaatchiTrainingSAATCHI&SAATCHIADVERTISINGMarketing&BrandsSession1SAATCHI&SAATCHIADVERTISINGTheBusinessConceptWhatisthepurposeofbusiness?SAATCHI&SAATCHIADVERTISINGTheBusinessConceptThepurposeofbusinessistocreateandkeepacustomerProfessorTheodoreLevittHarvardBusinessSchoolSAATCHI&SAATCHIADVERTISINGTheBusinessConceptBusinesshasonlytwofunctions:innovationandmarketingPeterDruckerPrinciplesofManagement1954SAATCHI&SAATCHIADVERTISINGTheMarketingConceptTheaimofmarketingistomakesellingsuperfluous.Theaimistoknowandunderstandthecustomersowellthattheproductorservicesellsitself.PeterDruckerSAATCHI&SAATCHIADVERTISINGSalesPush?-SupplyledCompanyneedsfirstMakingaSaleSellingwhatyoumakeMarketingPull?-DemandledCustomerneedsfirstMakingaDealMakingwhatyousellMarketingversusSalesMarketingisSelling-Samegoalbuttheoppositephilosophy...SAATCHI&SAATCHIADVERTISINGWhichway?SalesthinksInsideOutLooksatitthroughthecompany‘seyesHowdowemovethemerchandise?VolumeisthemeasureofsuccessSAATCHI&SAATCHIADVERTISINGWhichway?SalesthinksInsideOutLooksatitthroughthecompany‘seyesHowdowemovethemerchandise?Volume($)isthemeasureofsuccessMarketingthinksOutsideInLooksatitthroughthecustomer‘seyesWhatdoweneedtodotomeettheirneeds?CustomersatisfactionisthetruemeasureofsuccessSAATCHI&SAATCHIADVERTISINGMarketing‘sGoldenRuleCustomerperceptionistheonlyrealityNoobjectivetruthaboutbetterproductsMarketingisabattleofperceptions,notproductsAbattlefoughtinthemindoftheprospectNeedtounderstandhowtheyseethingsYoucannotcompelconsumers(morethanonce)SAATCHI&SAATCHIADVERTISINGTheBrandConceptTheBrandliesattheheartoftheMarketingConceptSAATCHI&SAATCHIADVERTISINGWhatisaBrand?GreatBrandsareGreatIdeasBundlesofbenefits,rationalandemotional,thatdeliverpleasure,meaningandsatisfactiontopeopleSAATCHI&SAATCHIADVERTISINGWhatisaBrand?ProductsliveonshelvesBrandliveinthemindProductsarethedeliverymechanismBrandsoutliveproductlifecyclesSAATCHI&SAATCHIADVERTISINGWhatisaBrand?TheBrandistheTrustmarkItidentifiesandguaranteesproductqualityandperformanceSAATCHI&SAATCHIADVERTISINGWhatisaBrand?BrandsaddvaluetocommoditiesBrandsaddvaluetogenericproductsbyaddingMeaningSAATCHI&SAATCHIADVERTISINGWhatisaBrand?BrandsbecomeSymbolsMovingbeyondsimpleutilitytobecomecomplexvaluesetsSAATCHI&SAATCHIADVERTISINGWhatisaBrand?BrandsareaconsumerlanguageAmeansofself-expression-abadgeAkindofpersonalsymbolism-amirrorSAATCHI&SAATCHIADVERTISINGWhyAreBrandsImportant?ProductdifferenceistransientTechnologyprovidesthemeanstoduplicatesuccessfulproductseverfasterBranddifferenceisenduringEmotionalvaluesembodiedinthebrandprovidesustainabledifferentiationSAATCHI&SAATCHIADVERTISINGAuthenticity:ReplicabilitySourcesofbrands?addedvalueSAATCHI&SAATCHIADVERTISINGAuthenticity:ReplicabilitySourcesofbrands?addedvalueReassurance:TrustSAATCHI&SAATCHIADVERTISINGAuthenticity:ReplicabilitySourcesofbrands?addedvalueTransformationofExperienceReassurance:TrustSAATCHI&SAATCHIADVERTISINGAuthenticity:ReplicabilityInner-directed:MirrorMeaningforMeSourcesofbrands?addedvalueTransformationofExperienceReassurance:TrustSAATCHI&SAATCHIADVERTISINGAuthenticity:ReplicabilityInner-directed:MirrorOuter-directed:BadgeMeaningforMeMeaningforOthersSourcesofbrands?addedvalueTransformationofExperienceReassurance:TrustSAATCHI&SAATCHIADVERTISINGAuthenticity:ReplicabilityInner-directed:MirrorOuter-directed:BadgeMeaningforMeMeaningforOthersSourcesofbrands?addedvalueDifferentiationTransformationofExperienceReassurance:TrustSAATCHI&SAATCHIADVERTISINGAuthenticity:ReplicabilityInner-directed:MirrorOuter-directed:BadgeMeaningforMeMeaningforOthersSourcesofbrands?addedvaluePERCEIVEDADDEDVALUEDifferentiationTransformationofExperienceReassurance:TrustSAATCHI&SAATCHIADVERTISINGHowdowechoose?BrandsworkonaStimulus:Response?modelSAATCHI&SAATCHIADVERTISINGStimulus:ResponseAtwo-wayprocess,basedonacommonfieldofexperienceStimulusResponseSenderReceiverI.e.An慳ctive?consumerSAATCHI&SAATCHIADVERTISINGStimulus:ResponseWorkbackwardsfromtheresponse...whatmeaningdowewanttocreateStimulusResponseFocus:MeaningOut?notMessageInMeaningMessageSAATCHI&SAATCHIADVERTISINGAllmarketingactivityiscommunication-Productdesign/formulation-Brandname/packagingdesign-Positioning/promotion-Pricing/DistributionAlloffermeaning,offertomeetneedsConsumerrespondstothewholeenchiladaStimulus:ResponseSAATCHI&SAATCHIADVERTISINGPRACTICALAHolisticBrandRelationshipRATIONALTheBrandSAATCHI&SAATCHIADVERTISINGPRACTICALAHolisticBrandRelationshipBrand/productfeaturesFunctionaljustificationPrice/valuejudgementsAvailabilityRATIONALTheBrandSAATCHI&SAATCHIADVERTISINGPRACTICALSYMBOLICAHolisticBrandRelationshipBrand/productfeaturesFunctionaljustificationPrice/valuejudgementsAvailabilityEMOTIONALRATIONALTheBrandSAATCHI&SAATCHIADVERTISINGPRACTICALSYMBOLICAHolisticBrandRelationshipBrand/productfeaturesFunctionaljustificationPrice/valuejudgementsAvailabilityEMOTIONALRATI