“Marketing Information Management & Market Planning in respect to Corporate Branding” Mrs. Wonder 12.3.18

There are 7 Functions of Marketing: 1. Channel Management (Distribution) 2. Marketing Information Management (marketing research) 3. Market Planning (who will be your target market & the marketing plan) 4. Pricing 5. Selling 6. Products and Service Management 7. Promotion

Marketing Information Management Marketing Research deals with… Marketing Opportunities Marketing Problems Marketing Plans Marketing Performance

Corporate Marketing Research can BE fluid, dynamic and at various points in the brand life cycle Answers questions like: WHO? WHAT? WHEN? WHY? HOW? These questions might help you to increase sales and profits with a better understanding because you: -determine consumer’s attitudes and preferences -test product features -understand how the company is perceived by the public

Customer Touch Points These are where your customer interacts with your brand & you can get info here

the Corporate Brand personality When a customer interacts with it the corporate brand can be perceived as being competent, impressive, trustworthy, fun, active, humorous, casual, formal, youthful or intellectual… just like a person. Brand personality: Can help create self-expressive benefit that the customer can express his/her own personality through this brand Brand personality = the basis of a relationship between the customer and the brand May help communicate a product attribute and contribute to a functional benefit the Corporate Brand personality

the Corporate Brand personality High-end, NYC Workout scene, Millennial, Sophisticated Rugged, Outdoorsy Family Oriented, Wholesome, Small Town Adventurous, Daring, Exciting Hard working, Trustworthy, Reliable

5 Core brand personalities

The Corporate Brand as an organization It focuses on attributes of the organization rather than those of the product or the service such as: Innovation Drive for quality Concern for the environment Culture Values Programs of the company Vision Global vs. Local Organizational attributes usually apply to set of products not only one product, so that if any competitor can compete to one product will not be able to compete to the organizational attributes

the Corporate Brand Organization Brand Example Company based on social awareness, strong emphasis on environment Company based on efficiency for the user and state of the art technology First to market, known for revolutionizing the electric car market Charitable, Socially Aware and Philanthropic Good to employees, Sustainability initiatives

It’s all about the customer We explore quantitative and qualitative research to understand our customer findings through: -surveys -questionnaires -focus groups -media research -product research -market intelligence -forecasting -attitude research -opinion research

Corporations then better understand their customer, their competitors, marketplace trends and how to solve their brand problems & Capitalize on their strengths and opportunities.

ON your Blog… Today you are going to take a survey in preparation for Dayna Reed, Executive Director of Reporting and Insights for RaceTrac corporate, coming into visit us and speak on Thursday. Please take the survey. This is an example of a real corporate survey for a $9billion company (3rd largest private company in Georgia) used to make corporate decisions about their “target market.”

Assignment: Create your own Corporate BRAND Show me Your Print Ad design for a product you would sell at a convenience store Show me an example of a print ad you like for inspiration THEN Create your own print ad that uses at least one of the 5 core brand personalities we reviewed: Sincerity, Excitement, Competence, Sophistication, Ruggedness Your print ad should have the following: 1. Headline (dominant line of copy, most important) 2. Subhead line (in smaller type to further explain the product) 3. Illustrations (Graphics / Images) 4. Signature – this is where you will use your corporate brand logo, usually at the bottom of the print ad ***Be careful to balance your selected layout, colors, typeface (font), and size*** Use something catchy for your ad like: -Humor -Visually cool -Large image to catch attention -Thought-provoking -Make a Comparison -Visually unusual -Alliteration -Bold -Rhyme -Dramatic -Paradox -Funny Pun or Play on words