Week 5 L9

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School

York University *

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DIGITAL AN

Subject

Marketing

Date

Feb 20, 2024

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43

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Digital Competition DM 1000 - FUNDAMENTALS OF DIGITAL MARKETING Module 9
● Group Contract - (not graded) ● Online Quiz ● Individual Assignment ● Group Assignment ● Group Presentations ● Peer Evaluation ● In-Class Project Work - Ongoing 1. SM Audit 2. Segmentation 3. Keywords 4. Search 5. Survey 6. SMS ● Assignments must be submitted through Moodle prior to the deadline. For due dates, please refer to Course Schedule on Moodle. ● No assignments will be accepted via email. Assessmen ts
Agenda ▪ Brand Strategy and Positioning ▪ What Makes a Brand Unique and Different ▪ Brand Examples ▪ Competition ▪ Competitive Analysis ▪ Tools ▪ In-Class work (ungraded)
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Brand Positioning "Brand positioning is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market." - Philip Kotler It is the 'thing' your brand is known for by customers.
Who comes to your mind? 1. Coffee 2. Phone 3. Running Shoes
Brand Positioning ▪ Differentiates your product or service from others ▪ It helps instil trust in your brand ▪ It strengthens the connection with your customers ▪ People think of your brand first when they are ready to buy
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Nike They utilize the most simplistic and effective method of modern marketing: making the customer the center of the brand. To bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete You can’t stop us
Nike ▪ Nike supporting Colin Kaepernick in a historic campaign ▪ In May 2020, Nike released an advertising campaign across social media as they advocated we all be part of a needed change for an equal society. Nike Be Part of the Change
Nike
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Coke ▪ Coke is known for promoting emotional attachment through its campaigns ▪ Essence of happiness, optimism, inclusiveness and togetherness ▪ The “Real Magic” brand philosophy is rooted in the insight that magic lives in unexpected moments of connection that elevate the everyday into the extraordinary Real Magic
Coke Real Magic and GPT
Pepsi Pepsi is widely known for celebrity endorsements, and they don’t put as strong of an emphasis on sentimental value. Slogans such as “Be sociable, have a Pepsi” and “the choice of a new generation”. Their brand personality is seen as edgy, exciting, fresh, and young. It has a long history of producing iconic TV commercials featuring some of the biggest names in the music industry Pepsi
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Pepsi The first update to the logo in 14 years. The consumer research revealed a preference for Pepsi’s logos from the ’70s and ’80s, which had the word “Pepsi” inside a globe.
Pepsi ● Contrast, vibrancy, and a contemporary edge to the classic Pepsi color scheme. Given the brand's continued focus on Pepsi Zero Sugar, the design brings in the color black, further showing the brand's commitment to Pepsi Zero Sugar in the future. ● A new visually distinct can silhouette, which heroes the iconic Pepsi can as an accessible brand for all. ● A modern, custom typeface reflects the brand's confidence and unapologetic mindset. ● The signature Pepsi pulse evokes the "ripple, pop and fizz" of Pepsi-Cola with movement. It also brings the rhythm and energy of music, an important and continuing part of the Pepsi legacy Pepsi
To commemorate National Burger Day (28 May), the ads were part of the brand's #BetterWithPepsi campaign, which encourage customers to drink Pepsi with their burger, instead of the more traditional Coke. Created with the help of an origami artist who folded the wrappers of various famous burger chains. Pepsi
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Pepsi Colachup was developed with the Culinary Institute of America’s business consulting unit. Carrying a sweet-but-tangy taste, the concoction will be available through sampling at several baseball stadiums Pepsi-Roni Pizza. Draws on data that shows 72% of national pizza chains serve Pepsi, including Pizza Hut, Little Caesars, Papa John’s and Papa Murphy’s, as well as consumer survey results that suggest about nine in 10 people recommend Pepsi alongside pizza.
Rum and….?
Rum and….?
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Rum and Pepsi Ahead of National Rum Month , Pepsi proudly raises a glass to its bold future and invites consumers to elevate their cocktail game by experiencing how rum is #BetterWithPepsi. Internal research that found 56% of surveyed adult consumers prefer its product as a mixer with spiced rum compared to Coke. New ads reveal hidden Pepsi globes in the logos of leading rum labels like Captain Morgan and Bacardi. The brand’s more aggressive marketing strategy appears to be winning. Pepsi has seen its brand value increase 17% year-over-year to $18.8 billion, according to Kantar’s latest BrandZ rankings, which placed the PepsiCo unit back in the global top 100.
Poppi The crisp, lightly carbonated canned drinks are infused with apple cider vinegar, fruit juices, organic cane sugar and stevia, all blended into nostalgic soda-inspired flavors in fun, retro cans.. “We see our biggest competition as Big Soda.” Market trends point to growth in health-conscious beverages. Poppi’s digital media campaigns have been instrumental in igniting conversations around gut health and the next generation of soda on popular platforms like TikTok and Instagram. In recent years, sales for sugary sodas have been sluggish as consumers demand alternative beverages with higher nutritional value, less sugar and more mature flavors, according to reports from Grand View Research and Beverage Industry.
What Makes You Different… and Better? ● Customer Service ● Convenience ● Price based ● Quality ● What is unique about you?
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Netflix ▪ It’s customer centric. They collect, analyze, and apply data insights across all stages of the customer journey ▪ It does great emails! They monitor your browsing behaviour and sends out specifically crafted emails based on their tracking with metrics: ▪ Leverages SM Platforms: includes engagement on different social media platforms, where they encourage interaction from their users by asking questions. Funny tweets and they often create polls. Filters became popular, especially among teens, on Instagram and Snapchat so they partnered up. ▪ It’s integrated: Has innovative ways of bringing multiple channels and tools together to offer a better customer experience
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Dollar Shave Club ▪ Affordable. The name alone shows that they are pushing consumers towards low cost. ▪ Further differentiated by creating messaging that is far from competitors’ professional advertisements – humour. social interactions as a form of entertainment, something to make them laugh. ▪ Convenience. Based on subscription Dollar Shave Club
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AirBnB ▪ Why stay in a hotel when you can stay somewhere, with someone, that makes you feel like you truly belong to the area? ▪ Provides an authentic alternative to traditional lodging options.
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Okada Manila Okada Manila
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Brand Experience ● Every interaction with a consumer produces those same warm feelings of brand belonging. ● Every interaction will influence how people think, feel, judge, and behave towards the brand. ● Every positive interaction and experience with a brand, however large or small, goes towards building brand loyalty over time!
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Good Brand Experience ▪ Outline your purpose. Why are you here? ▪ Understand your target audience by performing a segmentation analysis and creating customer personas. ▪ Analyze the competition to identify ways to differentiate. Why should they choose you? ▪ Build a unique brand positioning and use your mission, company story, and differentiators. ▪ Find the emotion: A brand experience depends upon a relationship with a customer and there are sentiments involved. ▪ Personalization: Make the customer feel valued and treated with empathy. ▪ Find the ways that your customers will respond authentically whether on social channels, with reviews, etc. ▪ Enhance your in-person experience: whether it’s pop-up events, in-store offerings, immerse consumers and create memories.
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Apple From ads to Apple stores to the packaging of their products — all touch points work together to create a cohesive brand experience that highlights simplicity, creativity and humanity. Apple
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Unpacking the iPhone: A Ritual, Not a Chore 28.3% of purchasers keeping the boxes forever, according to a 2021 9to5Mac poll . Only 8.4% dispose of or recycle them, while 59.5% keep them until they replace the phone. The iPhone has always been linked to anticipation. Designed to be opened slowly, the packaging in a way mimics that post-announcement wait. “Steve and I spend a lot of time on the packaging,” Jonathan Ive, design leader at Apple from 1992 to 2019 “You design a ritual of unpacking to make the product feel special,” Ive said. “Packaging can be theater, it can create a story.”
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The North Face The North Face China opened a remote pop- up shop . On a peak in the Changbai mountains—an area that routinely hits -20 ℉ —the company put their #NeverStopExploring ethos to the test Pop up
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Tupperware The 77-year-old business has been struggling in recent years to maintain its relevance against rivals. “a brand that still does not fully connect with younger consumers”
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Is There Anything Like Being Too Famous? ▪ If a brand name is understood by the public to refer broadly to a category of goods and services rather than a brand’s specific good or service, a company may be at risk of losing its trademark ▪ In trademark law, you cannot trademark things that are descriptive or generic in nature
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“Kleenex” anyone? ● Proprietary eponym or more simply, a generic trademark : when you use a brand name as a generic term ● Also referred to as “genericide” ● Over time, a brand can be so famous that people associate that with the action Don’t say Velcro
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Can you Think Of Others?
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Can you Think of Others? Crockpot Chapstick Tupperware Frisbee Aspirin Ziploc Thermos Post-It Jacuzzi Q-Tip Zoom Google Photoshop
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How do you stay ahead? ▪ Provide products or services that are as good or better than what your competitors offer. ▪ Innovate. Create a product that people have never seen before or optimize and improve an existing one ▪ Be different and memorable so your brand will stand out. ▪ Be at the right place at the right time: Maintain a strong, omnichannel presence ▪ Appeal to emotions. Don’t sell just products but experiences customers have after buying them ▪ Deliver unique customer support. Customers appreciate brands that care about them after they’ve paid.
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Competition Rivalry among companies selling similar goods or services in the same market. ● Who their target customers are ● What their main differentiator/unique value add is for their business and products ● Key features/benefits they highlight in sales materials ● Price points for products ● Shipping and delivery
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Competitive Analysis: What Can You Learn? • Learn what technology stack your competitors' use. • Analyze the level of engagement on your competitors' content. • Website features ( search tools, product images, design/layout, etc.) • Customer experience elements ( checkout workflows, customer support, mobile UX, etc.) • Copywriting tactics (product descriptions, calls to action, etc.) • Social media approach (channels used, frequency of posting, engagement, etc.) • Content marketing tactics (blog topics, content types, etc.) • Marketing tactics (types of promotions, frequency of discounts, etc.) • Email marketing approach (Newsletter, abandoned cart emails, promos, etc.) • Customer reviews (language used around products, recurring complaints, etc.)
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Doing a Competitive Analysis 1. Put together a list of diverse competitors that will give you a good look at the competitive landscape that’s not too small and not too large. Define your competitors. Direct competitors, or primary competitors, to your business that sell a similar product to a similar audience. Indirect competitors are secondary competitions that offer a high-end or low-end version of your product to a different audience. 2. Keep it organized within a table or spreadshee t that can easily be shared and updated over time. ● Price range ● Product offerings ● Social media engagement ● Content 3. Identify your competitors’ positioning . Good positioning helps you connect with a target audience and determines your messaging, values, and overall business strategy. ● Social media ● Press releases ● Website copy ● Events ● Interviews ● Product copy
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5. Determine competitive advantage and offerings. Once you understand your competitors’ messaging, take a look at their competitive advantage and product or service offer. 6. Understand how your competitors market their products .You want to find out what offers they are promoting, how they are building and managing their contact lists, and how they are distributing content online. ▪ Signing up for their newsletters ▪ Subscribing to their blogs ▪ Following them on social media ▪ Abandoning a product in the shopping cart ▪ Purchasing a product 7. Consider conducting a SWOT analysis to accompany the data you collect. Doing a Competitive Analysis
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Tools Spyfu Its options include keyword spy tools, PPC competitor monitoring, keyword grouper, competitor shared keywords, and much more. SimilarWeb MOZ Wappalyzer uncovers the technologies used on websites.
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In-Class Group Work (ungraded): Competitive Analysis: Structube ▪ Work in your respective groups if preferred ▪ Utilizing the competitive framework make a simple assessment of the brand versus Urban Barn and Rove Concepts in the Canadian market. ▪ Your company: Structube ▪ Competitors: Urban Barn and Rove Concepts Discussions/Presentation Decks and Other Resources/Competition Framework
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