Branding 101: Strategize

Your Product Branding

Glenn Bima Wibisono
Area Marketing
PT. Nutrifood Indonesia
Nutrifood: • For 40 years, we have been committed to inspire and foster a

Company healthy and joyful in order to inspire healthier society by

managing sugar, salt and fat intake (#BatasiGGL).
Introduction
• Founded in Semarang, Indonesia on 1970, Nutrifood has been
distributing the products all across more than 30 countries.
Nutrifood:
Rumah Kedua
& iCare
• For us, our office is our "second home"
(Rumah Kedua). Every bit is designed to create
the feeling of being at home, where we are
comfortable, mostly creative, and where we
could have the positive mood of collaboration.
• We held high those five values:
• Integrity
• Collaboration
• InnovAtion
• Respect
• Excellence
 Connect.
Collaborate.
Innovate.

A hub for leaders, communities and

entrepreneur to collaborate and make
positif impact. Focused
` on inspiring you a
nutritious life through health, sport, We Provide
education, and business in East Java. Connected spaces
where partners can
discuss, talk about
ideas and innovate
through collaborative
programs
 Today’s Outline!
1. Nutrifood Introduction
2. Branding vs Marketing: What’s The Difference?
3. What is Product Branding?
4. Why Is Product Branding Important?
5. Brand Management Steps
A. BUILD
B. MEASURE
C. GROW & SUSTAIN
6. Q&A
 Branding vs Marketing
What’s The Difference?

It’s like an old proverb; which cames first,

branding or marketing?
 Branding vs Marketing
What’s The Difference?

Branding vs Marketing in a nutshell: just like a

story of two lovers!
 Branding vs Marketing
What’s The Difference?

Branding vs Marketing at a glance: different in

philosophy, complementing in practice.
 Branding vs Marketing
What’s The Difference?

Branding vs Marketing in the closer look: in

short, it’s all about pull and push.
 What is Product Branding?
What is a Brand?

A brand is a 'name, term, sign, symbol, or design, or a combination

of them intended to identify the goods and services of one seller
or group of sellers and to differentiate them from those of
competition’.
Source: American Marketing Association, Strategic Brand Management: Building, Measuring, and
Managing Brand Equity, Kevin Lane Keller, Prentice Hall, 1998
 What is Product Branding?
What are Brand Elements?

In a marketplace, a brand has awareness,

reputation, and prominence. These things are
built with brand elements.
 What is Product Branding?
Products vs Brands: What is The Difference?

As a customer, we determine which product will we use

with our intellectual capacity. However, the decision which
brand will we stick with is wholly caused by our feelings.
What is Product Branding?
Brands: The Examples

What promises those brands offer to you?

What instantly comes to your mind?
 Why is Product Branding Important?
Manufacturers and Consumers

Brand
Promise
• Identification of source • Means of legally
of product protecting unique
• Assignment of features
responsibility to product • Signal of quality level to
maker satisfied customers
• Risk reducer • Means of endowing
• Transaction cost reducer products with unique
A GOOD
• Promise, bond, or pact associations
BRAND
with maker of products • Source of competitive
• Symbolic device advantage
• Signal of quality Brand • Source of financial returns
Positioning
CONSUMERS MANUFACTURERS
 Why is Product Branding Important?
Brand Equity

Why we see this...

But not this? (Or, rarely)

 Brand Management Strategy
Build, Measure, Grow & Sustain

1. Identify 2. Plan and

3. Measure
and establish implement 4. Grow and
and interpret
brand brand sustain brand
brand
positioning marketing equity
performance
and values programs
Ideate BUILD MEASURE GROW & SUSTAIN
 Brand Management Strategy
1. Identify and establish brand positioning and values

According to Porter, there are three generic strategies you

can only choose one to establish your brand positioning,
and eventually compete with other brands.
 Brand Management Strategy
1. Identify and establish brand positioning and values

Since first established, Nutrifood had always been on the

NICHE/FOCUS strategy. Thus, its product always adhering
to this philosophy.
Brand Management Strategy
1. Identify and establish brand positioning and values

According to Porter’s theory, which one is

which? And why?
 Brand Management Strategy
1. Identify and establish brand positioning and values

Building Brand
Equity

Defending &
Leveraging
Brand Equity

Consider those six aspects to establish your brand values.

Those six aspects will determine how well you build your
brand equity, and also defend & leverage them.
 Brand Management Strategy
1. Identify and establish brand positioning and values

We can differentiate those four HiLo sub-brands

elements easily, simply by looking at the
packaging.
 Brand Management Strategy
2. Plan and implement brand marketing programs

Marketing Mix (4P): The combination of variables that a

business uses to carry out its marketing strategy and
meet customer needs.
LokalatE
#SobatMelekGue
• Market Segment: Male Female, 16-35, SES
Upper 1, 2, dan Middle 1.
• Market Target: high-schoolers, college
students, fresh-jobber
• Price: ~Rp 15,000/renceng
• Channel : Modern Trade & General Trade
• Benefits:
• Unique Taste
• Practical
• Worth-of-Value
25
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 Brand Management Strategy
3. Measure and interpret brand performance

According to Philip Kotler (aka the Father of Marketing),

there are three ways to measure your brand performance.
 Brand Management Strategy
3. Measure and interpret brand performance

Mind Share shows the strength of the brand in positioning itself in the
minds of customers in certain product categories.
Market Share shows the strength of the brand in the market and is
closely related to the buying behavior of customers.
Commitment Share shows the brand's power in encouraging customers
to repurchase in the future.
 Brand Management Strategy
3. Measure and interpret brand performance

We can infer how far our consumers interacted with our brands with the
help of The Brand Relationship Chain (funnel).
 Brand Management Strategy
4. Grow and sustain brand equity

To grow and sustain our brand equity, we must first consider the current
condition of the markets and our products with THE ANSOFF MATRIX.
 Brand Management Strategy
3. Measure and interpret brand performance

NutriSari, from the modern

market to traditional market
(bottle to sachet) HiLo, from HiLo School Milk to Candy

Tropicana Slim, from Indonesian market

Lokalate, an entirely new product line to
entering the global market in UAE
enter the already saturated coffee market.
Q&A Session