[Consulting Column] #3 What is Global Marketing (Digital Marketing)? [2nd Part]

[Consulting Column] #3 What is Global Marketing (Digital Marketing)? [2nd Part]

Continue from 1st part, we will keep more talk about the topic 'What is global marketing?'.

We talked about importance of researching in the 1st part as a preparing stage of whole global marketing plan.

Then, what has to be a next step after researching?

As a lot of you guys might know, we need to set up our marketing strategy plan that we call generally 'Proposal'.

Then, what and which contents should be included in marketing plan?

 

Here is a sample image of contents page.

 

The first thing we should do is setting up 'Our Mission' which seems to be like the image below.

(In other words, figuring out and stating our goal and objective, it must be very clear and simple)

 

 

Then next, we must consider about positioning of our brand (product or service).

 

In order to draw a brand analysis map, our own guideline must be set up at first.

(ex. Trendy <-> Technology, Premium<-> Public)

 

Then, we have to insert our brand into a analysis map that must be in differntiated position in compare to other brands and also must be honest and understandable enough for persuading our target customers, talking about concept such as high quality, clean, cosmeceutical and vegetation written in below image.

 

*If you think that you seem unable to draw a brand analysis map, honestly saying, you have to going back to researching stage again for finding your own brand spot which means differentiated position*

Next job is to analyze our target customer after setting up the brand analysis map.

For example, how they spend their 24hours of a day, what lifestyles do they have and what are their interest parts? Such these kinds of questions can be helpful for finding your appropriate answers.

Then after analyzing target customer, we should decide what is going to be our core message. (generally called as core brand concept or brand essence)
ex) Coca Cola = "Happiness", Skin Food = "Eatable Cosmetics"

As a matter of fact, deciding crucial brand concept is an extremely difficult activity..

I can assure that the research you have done was all for the deciding core brand concept, with a little bit a exaggeration.

Simply, it is just an indirect saying of importance of brand concept.

For further understanding, let's think about Coca Cola. Which vocabs are coming up in your mind? Happiness or Enjoy? Right?

Coca Cola has been retaining that concept for more than a hundred of years, and for retaining they have invested huge amount of money and time.

Once the brand concept is set up in cutomers' mind, it is extremely difficult to be changed again or even just retaining.

Here is one tip for how to find core brand concept quite easily.
"Experience the product or service, then try to express your feeling from your exeprience"
(Surely, it must be correlated with foreign nation's culture and emotion)

Then what should we do next?

Here come a real war!

We got to build up specific marketing strategy plans in order to let people know our core brand concept/essence that we just made!

Think about the global brands that you know most or love and what they have done to you directly or indirectly such as promotions or advertisement. Will make your eyes open about what the global marketing is.

I will see you next time with marketing strategy plans part!

April 11th, 2013
BK Park