"Brands"

1. “BRANDS”24th Marketing forum V55 Marketing Management AvarsityJuanchoPascual Jeanne Quitoriano September 2, 2011 Session 7 Summary http://www.blogger.com/profile/00276604870570134445

2. Captured Moments This presentation is all about the photos taken during the Marketing Forum. http://www.blogger.com/profile/00276604870570134445

3. The Speakers and the audience Ness, I, and Juancho were seated at the back so that we’ll be able to have a good view and during the forum. The location was great because I was able to capture the presentation and people easily. http://www.blogger.com/profile/00276604870570134445

4. Early Birds Some of the Early Birds http://www.blogger.com/profile/00276604870570134445

5. The Speakers and the audiences The forum was about to start. http://www.blogger.com/profile/00276604870570134445

6. Programme http://www.blogger.com/profile/00276604870570134445

7. Thomson Reuters Marla Alvarez http://www.blogger.com/profile/00276604870570134445

8. Introduction: First Speaker Prof. YolyIbarle introduced the first speaker of the forum. http://www.blogger.com/profile/00276604870570134445

9. The First Speaker Ms. Marla Alvarez of Thomson Reuters was the first to talk about their company. -Ambassador to Manila Thomson-Reuters -21 years experience in corporate communication and public relations -MASCOM @ UP Diliman http://www.blogger.com/profile/00276604870570134445

10. Some of the first speaker’s slidesMs. Alvarez discussed Thomson Reuters. Who they are, what they do, and Who they serve. http://www.blogger.com/profile/00276604870570134445

11. She also talked about the Employee Global Footprint and the value chain of Thomson Reuters in Manila. http://www.blogger.com/profile/00276604870570134445

12. A Long and Rich History I found out that Thomson and Reuters merged on 2008. And both companies started way back 19th century. -business was built for the need of past trustworthy, accurate and valuable information -legacy still continued now(still in imprint but moving on to the electronic space) -2007 Thomson acquired Reuters Group to create the World’s largest information provider & news media organization http://www.blogger.com/profile/00276604870570134445

13. Brand Evolution From Thomson and Reuters to the current Thomson Reuters logo. -Blue represented stability, masculinity(male-dominated industry) http://www.blogger.com/profile/00276604870570134445

14. The inspiration The speaker talked about how they come up with the new logo of Thomson Reuters. She showed a video that gives a better idea of how the logo was developed http://www.blogger.com/profile/00276604870570134445

15. The New Logo The speaker let the audiences guess the number dots found in the logo of Thomson Reuters. http://www.blogger.com/profile/00276604870570134445

16. Knowledge to act There are 108 dots of different orange contrast. (believed to be a spiritually significant number across many different cultures; also thought to embody mathematical clarity and simplicity) http://www.blogger.com/profile/00276604870570134445

17. The Logo and Configurations http://www.blogger.com/profile/00276604870570134445

18. Vertical Configuration Mostly used in Social Network pages and other websites Logo: Kinesis -a motion in response to an external stimulus -dynamism of intelligent information that keeps evolving into different things into different people http://www.blogger.com/profile/00276604870570134445

19. Visual Branding Elements As the speaker mentioned, a visually enticing and pure and clean logo can really help in marketing the company. The colours have different meanings. White-objectivity Orange-optimism,energy, and knowledge Gray-humanity Blue, violet, red, & Green- Agility (white being the most important because it is the perfect backdrop for every color) Corporate font: Knowledge http://www.blogger.com/profile/00276604870570134445

20. Brand ambassadors and Idea 14 touch points were explained and the most important is the BRAND AMBASSADORS (employees) -people speak highly of the company and employees refer their friends to Thomson Reuters Intelligent information: example>> knowledge that will probably lead to the cure to cancer http://www.blogger.com/profile/00276604870570134445

21. Attributes Optimism-to serve customers Humanity-straightforward and speak like real people (informal company with average age of 27 years old) Agility-diverse customer(lawyers, scientists, etc…) Clarity-simplify answers to complex questions http://www.blogger.com/profile/00276604870570134445

22. Pillars Pillars are based on the following expectations: -global company -Accurate and unbiased -Timely -trusted - customer oriented http://www.blogger.com/profile/00276604870570134445

23. Bringing The Brand to Life Annual report on website: thomsonreuters.com Applying branding principles in all collaterals: Bags, brochures, calling cards, etc… http://www.blogger.com/profile/00276604870570134445

24. McKinley Office Snapshots Head office- #3 Time Square NYC Recruitment hub in McKinley Hill Taguig http://www.blogger.com/profile/00276604870570134445

25. World’s Largest International News Agency Reuters is a recognition of the long history: 160 years old Big events all over the World: Reuters’ always there (EDSA Revolution, death of Gandhi, fall of the Berlin Wall, etc…) http://www.blogger.com/profile/00276604870570134445

26. Thomson Reuters and newsroom They have retained Reuters because it referred to the new service(news and media services business) http://www.blogger.com/profile/00276604870570134445

27. Drama and Action Photos exhibited annually (100 best photos WORLDWIDE) http://www.blogger.com/profile/00276604870570134445

28. Question and Answer Annual Best Global Brand: 2008: #44 2009: #40 2010: #39 (better than Citi and Gucci) Question and Answer http://www.blogger.com/profile/00276604870570134445

29. Appreciated Ms. Marla was awarded the Certificate of Appreciation by the AGSB. BRAND IDEA: “Doing amazing things with intelligent information”… http://www.blogger.com/profile/00276604870570134445

30. Shakey’s Mr. Vicente Gregorio http://www.blogger.com/profile/00276604870570134445

31. Shakey’s History The speaker was the Executive Vice President –CEO of International Family Food Services Inc, Mr. Vicente Gregorio who was also an alumnus of Ateneo Graduate School of Business. He discussed the history of Shakey’s. http://www.blogger.com/profile/00276604870570134445

32. Who Started What? Sherwood “Shakey” Johnson(American GI who acquired malaria during WWII that’s why he had the shakes) and Ed Plummer established Shakey’s in Sacramento California in 1954. http://www.blogger.com/profile/00276604870570134445

33. The Decline -first major pizza chain during 1975 in Makati. #1 for a period of time until it dropped to #3 on 2003. -low morale due to 5 years of no increase felt by anyone -he had faith in Shakey’s because he grew up with the brand and worked with Shakey’s when he was still in College. http://www.blogger.com/profile/00276604870570134445

34. Going back to Basics The speaker discussed about the Vision and mission of the company. http://www.blogger.com/profile/00276604870570134445

35. Vision and Mission VISION- memorable experience with the Brand MISSION- To “WOW” everyone was imposed since 2003 http://www.blogger.com/profile/00276604870570134445

36. Core Values Core Values -crucial to turn things around http://www.blogger.com/profile/00276604870570134445

37. Focus Brand re-building: Shakey’s had 99.9% awareness but not top-of-mind Operational excellence: Focus on tiny details because it’s one of the most profitable business if you do it “right”(do it with passion) People: -Employees should live and execute the brand -customers need to see and receive the promise of the brand http://www.blogger.com/profile/00276604870570134445

39. Features CONVENIENT BIGGER BETTER COMFORTABLE FUN STORES http://www.blogger.com/profile/00276604870570134445

40. Promotions Promo: P140 or up per person -provide great ambiance and greater value while maintaining affordable prices http://www.blogger.com/profile/00276604870570134445

41. Brand Initiatives At some point noticed they needed to make PIONEERING INITIATIVES and stop being just REACTIVE Shakey’s-On-Wheels -vehicle used for events or special requests Live Radio -they have a professional DJ in stores whom you can call to request a song and dedicate to anyone http://www.blogger.com/profile/00276604870570134445

42. Brand Initiatives Volleyball League -elevated the standards of Philippine volleyball -volleyball is more fun and “sexier”(women) -biggest event in Volleyball Uniforms -classy and preppy -not cheap, so it helps employees to be proud of what they do http://www.blogger.com/profile/00276604870570134445

43. Operational Excellence OBJECTIVE: Operational Excellence -change in philosophy(shown in the next slide) http://www.blogger.com/profile/00276604870570134445

44. Inverted Triangle approach -Guest as top priority -guests are supported by the front liners(store teams) -store teams are supported by area managers -top management can’t be bossy, they need to help and serve the front liners http://www.blogger.com/profile/00276604870570134445

45. Action -New products, services, surprise branch visits, and web presence are some of the things done by the management to provide excellent Operations and service. -dial 77-777 -order and pay online and let anyone eat for free anywhere. http://www.blogger.com/profile/00276604870570134445

46. Another Key: People -hire, train, and keep new people TIP: if an employer asks if you’re a good manage, answer with passion and don’t just say you’re good, but say you’re a GREAT Manager. -people should be energized, influential, excellent, and should be able to execute http://www.blogger.com/profile/00276604870570134445

47. SEALS Reaching out to Corporate Responsibilities… http://www.blogger.com/profile/00276604870570134445

48. It worked! Efforts were awarded… http://www.blogger.com/profile/00276604870570134445

49. Growth Compared to the decline of sales on 2003, on succeeding years, growth has been positive… http://www.blogger.com/profile/00276604870570134445

50. Key to success http://www.blogger.com/profile/00276604870570134445

51. Parting words http://www.blogger.com/profile/00276604870570134445

52. Greatly Appreciated http://www.blogger.com/profile/00276604870570134445

53. Photo Ops http://www.blogger.com/profile/00276604870570134445

54. Closing Remarks http://www.blogger.com/profile/00276604870570134445

55. Almost done http://www.blogger.com/profile/00276604870570134445

56. Attendance Sheet Friday MARKMA class of Vcoach Bong Ungria. http://www.blogger.com/profile/00276604870570134445

57. Done(for next session: check session 6 summary) Prepared and Captured by: Jeanne Quitoriano Commentary and Audio Recorded by: JuanchoPascual http://www.blogger.com/profile/00276604870570134445