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Semelhante a MKT 100-021 Brand Management and Metrics Lesson
Semelhante a MKT 100-021 Brand Management and Metrics Lesson (20)
MKT 100-021 Brand Management and Metrics Lesson
- 1. Welcome to MKT 100-021Week 9 – Brand management Anthony Francescucci Assistant Professor, Marketing Please ensure all electronic devices are in “silent mode”, “vibrate mode” or “turned off” 1
- 2. Agenda 2
- 4. What Comes to mind when you see this brand? Honda – reliability, smooth engines 4
- 5. What Comes to mind when you see this brand? Coach - high quality, great style bags 5
- 6. What Comes to mind when you see this brand? Rolex - status, high quality watch, cool, simple 6
- 7. What Comes to mind when you see this brand? Apple - cool, simple, useful design 7
- 8. What Comes to mind when you see this brand? Wal-Mart – every-day-low-prices 8
- 9. What is a Brand? 9
- 10. How is a Brand Reputation Created? 10
- 11. Example of brand reputation 11
- 12. Types of Brand Loyalty 12
- 13. Brand Extension: Leveraging Reputation 13
- 14. Keys to Successful Brand Extension 14
- 15. Examples of Brand Extensions 15
- 20. Changing Brand Name Logo 20
- 21. Any Questions 21
- 22. Metric Mastery 7 Break-Even 22
- 23. Break Even Analysis 23 Revenues Total Costs (when VC Stacked onto FC = Total Costs) Break-Even Point Profit Fixed Costs Loss
- 24. BREAK EVEN point / Break Even Sales 24 How many units of Product X do I need to sell before I start making money? How many units of Product X do I need to sell to cover fixed / overhead costs? To cover a specific profit goal? Fixed Costs Break-Even Point (Sales) Contribution Margin /unit
- 25. REMEMBER ACME COACH 25 Contribution Margin Revenue COGS or Variable Costs $150 $450 $300 $15,500 Break-Even Point (Sales) Fixed Costs 103.3 units Contribution Margin /unit $150
- 26. Consider this scenario 26 Contribution Margin Revenue COGS or Variable Costs $200 $350 $100 + $50 $30,000 Break-Even Point (Sales) Fixed Costs 150 units Contribution Margin /unit $200
- 27. Suppose further 27 Contribution Margin Revenue COGS or Variable Costs $200 $350 $100 + $50 $55,000 Break-Even Point (Sales) Fixed Costs 275 units Contribution Margin /unit $200
- 28. Any Questions 28
- 29. Let’s complete worksheet 29
- 30. Metrics Mastery 8 Marking Return On Investment (MROI) OR Return On Marketing Investment (ROMI) 30
- 31. CONSIDER THIS SCENARIO 31 A farm equipment company was considering a direct mail campaign to remind Customers to have tractors serviced before spring planting. The campaign is expected to cost $7000 and to increase revenue from $25,000 to $50,000. The contribution margin on tractor servicing revenues (after parts and labour) averages 60% How do we determine if this is a good marketing investment decision?
- 32. Marketing ROI - is a metric used to measure the overall effectiveness of a marketing campaign by considering the incremental contribution over the cost of the campaign. marketing Return on Investment 32 Contribution Margin $ Attributable to Marketing Revenue Attributable to Marketing Contribution Margin Percent Marketing Costs _ X Return On Marketing Investment (ROMI)% x 100 = Marketing Costs (Source: Farris, Bendle, Pfeifer, Reibstein, 2008)
- 33. MROI Example 1 A farm equipment company was considering a direct mail campaign to remind Customers to have tractors serviced before spring planting. The campaign is expected to cost $7000 and to increase revenue from $25,000 to $50,000. The contribution on tractor servicing revenues (after parts and labour) averages 60% Revenue Attributable to Marketing Contribution Percent Marketing Costs _ X Return On Marketing Investment (ROMI) = $8,000 $15,000 Marketing Costs 60% $7,000 $25,000 114.3% x 100 $7,000 (Source: Farris et. al, 2008) 33
- 34. MROI Example 2 34 Revenue Attributable to Marketing Contribution Percent Marketing Costs _ X Return On Marketing Investment (ROMI) = $3,000 $4,500 Marketing Costs ($10-$1)/$10 = 90% $1000 + 500 X $1 = $1,500 500 X $10 = $5,000 200% x 100 $1,500
- 35. MROI Example 3 35 Revenue Attributable to Marketing Contribution Percent Marketing Costs _ X Return On Marketing Investment (ROMI) = $200 $1,600 Marketing Costs ($10-$2)/$10 = 80% $1000 + 200 X $2 = $1,400 200 X $10 = $2,000 14% x 100 $1,400
- 36. Any Questions 36
- 37. Let’s complete worksheet 37
- 38. Groups of 2 or 3 No more, no less Assignment #2 Bell Internet-based Video Streaming Due March 29th, 2011 at 11:59 pm 38
- 39. Essay Assignment #2 39
- 40. Assume Bell Has decided to proceed to market Focus of this assignment is on STP 40
- 41. Essay Assignment components 41
- 44. Recommendations 44 Be specific
- 45. Formatting 45
- 46. Don’t Forget 46
- 47. Before you leave today Hand In: 47
- 48. See you next Week 48
Notas do Editor
- The break-even level represents the sales amount – in either unit or revenue terms – that is required to cover total costs (both fixed and variable). Profit at break-even is zero. Break-even is only possible if a firm’s prices are higher than its variable costs per unit Break-even analysis is useful in a variety of situations to marketers It is often used to evaluate the likely profitability of marketing actions that affect fixed costs, prices, or variable costs per unit
- The break-even point for any business activity is defined as the level of sales at which neither a profit nor a loss is made on that activity That is where Total Revenues = Total Costs