1. creativity
Research
&
strategy
communication

2. Developing marketing plans for global brands

3. Highlights
•
What exactly is a global brand and how did
they come to be ?
•
What is marketing and what is a marketing
plan?
•
What makes up a global brand and where
can they be found ?
•
How do we market global brands
and how do we develop global markets?
•
How do we develop a marketing plan for
global brands?

4. Truth lies in Advertising
“The Third world War
was the war of brands,
and in some sort of way it felt like an alien
invasion, because by the time it was
about done
we were eating them, drinking them ,
living them , they had won our hearts

5. DE INIT
F
IONS
Marketing & Marketing plans
•
•
Marketing:
Marketing is the activity, set of
institutions, and processes for
creating, communicating, delivering,
and exchanging offerings that have
value for customers, clients, partners,
and society at large.
•
Marketing plans
aid in the cooordination,integration
,interpretation and activation of the
company’s central vision into smart
marketing objectives
•
•
•
Analysis
Strategy
Implementation
•
•
•

Marketing plans made of 6 core segments]
Situational analysis [SWOT]
Objectives
Strategy[segmentation, targeting ,
positioning]
 Tactics[4p’S}
 Action plan
 Control & feed back
 Price ,product, promotion, place [4p’s]

6. What are global brands?
-Global usually have strong heritage , strong
recognition & recall
Big brands, Big spends
-A brand name known everywhere
-The brand name of a product that has
worldwide recognition.

7. The world of forms
•
•
•
•
•
•
•
•
•
•
Flat
Spherical
1st world/3rd world
Out of the box(The free world)
Ideas rule the World
Global village/borderless
Black markets
Your Point of view of the world
Global conversation(viral)
Green zones/sustainable cycles
(green)

8. Why 1983 was important
•
Theodore "Ted" Levitt of Harvard Business School set the marketing world abuzz in 1983
with a bold prediction: Globalization had arrived, and before long global companies would be
selling products and services in the same way everywhere on earth. Levitt's forecast was
compelling -- and more than a little daunting for executives wondering how they would go
about adapting to this brave new world of monolithic brands
Global brands transcend their origins and create strong enduring relationships with
Global brands transcend their origins and create strong enduring relationships with
consumers across countries and cultures. They are brands sold in international
consumers across countries and cultures. They are brands sold in international
markets. These brands are used to sell the same product across multiple markets
markets. These brands are used to sell the same product across multiple markets
and could be considered successful to the extent that the associated products are
and could be considered successful to the extent that the associated products are
easily recognizable by the diverse set of consumers
easily recognizable by the diverse set of consumers
The reasons for going global are manifold:
•
The attractiveness of new and growing markets,
•
The benefit of economies of scale and scope in research and development and production,
•
The removal and reduction of barriers between national boundaries in order to facilitate the flow
of goods, capital, services and labor .

9. Global brands in high definition
•
Global brand is one which is perceived to reflect the same set of values around the world.
•
•
•
These brands and others share some common features:
They have a consistent name that is easy to pronounce
The essence and positioning of the brand is the same the world over;
they address the same customer needs, or the same target segment, in every market;
and there is great similarity in execution (pricing, packaging, advertising) across cultures
•
Global awareness and recognition, which requires that the brand has a multi-market reach and is globally available.
•
Global brand image that means it has to be perceived as the same brand worldwide both by consumers and other
stakeholders owing to its standardization across
•
•
Global brand enjoys high brand equity due to its financial assets, perceived quality
•
The same positioning worldwide. This provides a combination of functional product quality and innovation
with emotional appeal. [quality signals]
•
Global brands transcend their origins and create strong enduring relationships with consumers across
countries and cultures. They are brands sold in international markets. These brands are used to sell the same
product across multiple markets and could be considered successful to the extent that the associated products
are easily recognizable by the diverse set of consumers
•
Social responsibility. Consumers expect global brands to lead on corporate social responsibility, leveraging
their technology to solve the world's problems. Think Nestlé and clean water

10. Global brands
•
Global Myth. Consumers look to global
brands as symbols of cultural ideals. They
use brands to create an imagined global
identity that they share with like-minded
people. Transnational companies
therefore compete not only to offer the
highest value products but also to deliver
cultural myths with global appeal.
•
Global brands transcend their origins and
create strong enduring relationships with
consumers across countries and cultures.
They are brands sold in international
markets. These brands are used to sell the
same product across multiple markets and
could be considered successful to the
extent that the associated products are
easily recognizable by the diverse set of
consumers{global brands in Global
marketa]

11. Global Chubb commercial
http://www.youtube.com/watch?v=oShzuP

12. Entertainment & Engagement is
the key
Global marketing communication using universal
symbols & emotions

13. Nescafe commercial
http://www.youtube.com/watch?v=eEdT_R

14. Top ten ranked most popular brands ranked by engagement
•
•
•
Here are the top ten consumer brand pages by Likes:
1. Coca-Cola: 34,511,504
2. Starbucks: 25,446,846
3. Oreo: 23,092,391
4. Red Bull: 22,427,254
5. Converse All Star: 20,780,055
6. Converse: 20,141,021
7. Skittles: 19,348,317
8. Play-station: 17,420,065
9. Pringles: 13,602,128
10. Victoria’s Secret: 15,343,727
And here are the top ten consumer brand pages re-ranked by Talking About:
1. Starbucks: 508,526
2. Coca-Cola: 220,867
3. Victoria’s Secret: 145,125
4. Skittles: 137,558
5. Oreo: 114,454
6. Red Bull: 112,051
7. Playstation: 104,837
8. Converse: 52,866
9. Pringles: 50,488
10. Converse All Star: 40,858
"Global brands make you feel part of something bigger and give you a sense of
belonging." global brands show what we want to be.

15. Forces of globalization: [case-studies]
•
Yes, global companies need global brands to some extent. But global
branding is not an all-or-nothing proposition. There is a continuum along which firms can decide
how global they wish their brands to be -- with a single global brand at one extreme and an assortment of nothing but local brands at
the other.
•
•
In the 1990s, Unilever was struggling under the weight of some 1,600
brands in more than 50 countries. Revenues were lopsided -- 3% of the brands provided 63% of
revenues -- and the company was not growing. In 2002, Unilever launched a program to reduce its number of brands to
400 "core" brands so that it could concentrate its resources on fewer products. The company combined branding strategies
by placing the 400 in three categories: international brands (such as Dove and Lipton), regional brands (such as a spread
called Flora in the United Kingdom and Becel in Germany), and local brands with strong positions in single countries
(including Wishbone salad dressing in the United States and Persil detergent in England).
•
MTV might appear to be the kind of company that could establish the
type of uniform global brand that Levitt envisioned . MTV entered Europe in 1987 with
pan-regional programs in English. Programming was provided to cable operators at no charge, and all revenue came from
advertising. Within a few years, however, things changed. Advertisers called on MTV to offer local programs, either
because they could not afford pan-European coverage, their products were available only locally, or their products were
not uniformly branded in all countries. At the same time, strong local competitors emerged, such as VIVA in Germany and
MCM in France. MTV responded to the change in climate. Today, MTV Europe (MTV) has a presence in 41 countries with
multiple languages and formats and nearly 50% local programming.
."

16. Designing marketing plans for Global brands
•
•
•
•
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Understand global needs & standards
Understand core competence & distinctive
Understand cultural chemistries, foreign countries & cultures
Global vision, identity & image
Global strategy
When companies go global
•
Companies customize their brands according to the special needs and habits
of the people living in the marketed country by
•
using a Differentiation strategy.
•
Companies can apply the same marketing as in their home country in the
foreign market following a Standardization strategy
•
Mixed strategy
Different styles of communication
Other cultural differences
Differences in category and brand development
Different consumption patterns
Different competitive sets and marketplace conditions
Different legal and regulatory environments
Different national approaches to marketing (media, pricing, distribution,
etc.)
The following
elements may differ
from country to country:
Corporate slogan
Products and services
Product names
Product features
Positioning
Wharton’s
hybrid
approach

17. Case-study: Noah’s ark
• Global Identity &recognition
• Global ideology & culture
• Global capacity& strategy for innovative ideas ,design
&communication

18. NOAH’S ARK:
A NEW POINT OF VIEW

19. A global story
Movement & preservation
A transition built on an idea

20. WE GO WHERE THE IDEAS TAKE US
Our mission

21. A Global vision
Global recognition & awareness

22. Global vision
Think of the Ark as a new discovery
channel for brands: as not just an
extension of your marketing team
but of your marketing reality
This Attitude of expedition , discovery & conquest is what powers the ark through our
ideas to create truly differentiating communication for Brands

23. A Global Identity & competence
Distinctive competence
Core competency
love
Respect

24. THE ARK IS A SEAL
•
We go where the ideas go
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Small but mighty[speed &surprise]
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Work stations,work rules ,collaboration
•
Innovation & idea pyramids

25. The world is now separated by the quality of
ideas and the audacities of their execution

26. Every idea counts
Steven johnson
Our ideas go beyond just communication, it builds brands sustainably over longterm
Our ideas push the boundaries of meaning & expression looking for the freshest
perspectives in which consumers can see and experience the brand

27. Social contribution & responsibility
Ideas that come from giving

28. GPS
We go where the ideas take us!
New ideas open up new frontiers of business & create new markets
New ideas open up new frontiers of business & create new markets

29. Think not what AGENCY CAN do for you
Think instead what your ideas can do for
the Agency

30. Thank you