1. USING BRAND AND MARKETING COMMUNICATIONS TO CONDUCT EFFECTIVE SALES OPERATIONS Kunle Awolowo

2. OUTLINE What is a brand Marketing communication Relationship between brand, marketing communication and selling

3. Kunle Awolowo What is a Brand ….

4. a name, term, sign, concepts/ideas, symbol, design, or a combination of them intended to identify and differentiate the goods and services from others”

5. Kunle Awolowo Do you recognise this?

6. Kunle Awolowo How Coca Cola builds its brand Providing Information – Though the company maintains a basic website for all its locations, the greatest information provider about Coca cola is the goodwill it enjoys. Stimulating Demand – In addition to relying on the goodwill, the brand loyalty and associating the brand with aspects of consumers’ life such as Christmas, movies, etc that they can identify with. Reinforcing the Brand with proper advertising, the use symbols in marketing, the media over the years has helped reinforce Coca Cola in the minds of consumers. The company enforces it contour bottle, red disc and white ribbon which is the same worldwide contributing to reinforcing the icon just like the McDonalds Arch. Market Monitoring Coca Cola relies on data from trend watching from the media, research on youths, events and other venues for product reinforcement.

7. Kunle Awolowo Characteristics of a brand Ubiquitous Target Satisfaction

8. Kunle Awolowo Functions of a brand Passes the right message across Makes an emotional connection with your customers Confirms your credibility Encourages the buyer Guarantees long business

9. Kunle Awolowo Functions of a brand Permits you to charge a premium Helps to establish and develop a loyalty base Attract customers Makes products easier to market i.e. Nestle water

10. Kunle Awolowo Communication Communication is a process where spoken or non spoken information and understanding passes from one person to the other Communication maybe one way ……or two way

11. Kunle Awolowo Marketing communication….

12. Marketing Communication Marketing communications helps define an organisation’s relationship with customers not only by the kind of messages exchanged, but also by the choice of media and occasion to suit customers’ preference. Marketing communication is more effective if its relevant to the customer’s preference

13. Kunle Awolowo Elements of Marketing Communication Advertising Personal selling Sales promotion Public relations

14. Kunle Awolowo Functions of Marketing Communication Promote products, services and interests Disseminate information effectively, both internally and externally Enhance public perception of image Gain access to target audiences Moves people to act Leaves a memorable and lasting impact

15. Kunle Awolowo Why retain your customer? He is the most important person on your premises as you are dependent on him. He is the purpose of your work He is part of your business He is doing you a favour by giving you the opportunity to serve him

16. Kunle Awolowo Relationship between brand, marketing communication and selling ….

17. Build Product Awareness Create Interest Provide Information Stimulate Demand Reinforce the Brand Monitor the Market Crisis Management Economies of scale