Customer Centric Brand Management

Hyun Ju JungPrincipal Solution Consultant

AgendaAgenda

Industry 환경

제품수명주기 (Product Lifecycle)

고객중심의 Brand Management

Brand Management in New Economy

Oracle Brand Management Solution

Industry Industry 환경환경

Compressed Product Lifecycles

Technology Convergence

ComputersDigital Cameras

VideoElectronicGaming

ComputersDigital Cameras

Video Electronic

Gaming

Lifestyle SolutionsDiscrete ComponentsSource: Prudential Financial, Consumer Electronics Retailers, 04/2002

Industry Industry 환경환경

Stagnant Revenue Growth

Profit Margin Pressure

Food and Beverage

Health and Beauty

Brand ManagementBrand Management에에 주는주는 시사점시사점

Compressed Product Lifecycles

Digital Technology Convergence

Stagnant Revenue Growth

Profit Margin Pressure

Brand ManagementBrand Management에에 주는주는 시사점시사점

Compressed Product Lifecycles

Digital Technology Convergence

Stagnant Revenue Growth

Profit Margin Pressure

Customer Perception to BrandBrand

Premium Price to BrandBrand

Product Life CycleProduct Life Cycle

Low

Medium

High

Slow Moderate Rapid

Rate of Change of Design

CommodityCommodity

Variety Variety -- intensiveintensive DynamicDynamic

ChangeChange--intensiveintensive

Variety

Source: Product Lines Vary in Design and Manufacturing Complexity (Sanderson & Uzumeri)

Product Life CycleProduct Life Cycle

RAT E O F SERIAL DESIG N CHANG E

RAPIDSLO W

O NE

MANY

VARIETY-INTENSIVETIME

SALES VOLUME

DYNAMICTIME

SALES VOLUME

CO MMO DITYTIME

SALES VOLUME

CHANG E-INTENSIVETIME

SALES VOLUME

life of one design variant

DESIG N VARIET Y

Source: Product Lines Vary in Design and Manufacturing Complexity (Sanderson & Uzumeri)

Product Life Cycle Product Life Cycle 에에 따른따른 고객고객 특징특징

안정적인고객 need

가격민감

고객의지식수준이높음

지속적인신제품소개

다양하고빠르게변화하는고객need

고객은제품에대해매우

혼란스러움

다양화되는고객 need

발굴되지않은 Niche

Variety-Intensity Dynamic

Commodity Change Intensive

고객중심의고객중심의 Brand Management Brand Management

Customer Equity

The sum of the lifetime values of all the firm’s customers, across all the firm’s brands

(회사가가진모든브랜드에걸쳐있는모든고객의평생가치의총합)

Brand Equity

The sum of customers’ assessments of a brand’s intangible qualities(브랜드의무형가치에대한고객들의평가의총합)

Brand Equity or Customer Equity ?

고객중심고객중심 Brand ManagementBrand Management

Brand –고객과의관계를창출하기위한도구 (Tool)

Case : GM Oldsmobile

Brand management 의목표 – Customer Equity

Case : Honda & Acura, Volkswagen & Phaeton

Case : Will, “New Generation Women”

Toyota, Panasonic, Asahi

From Brand 중요성강조

to 고객평생가치(Customer Lifetime Value)의극대화

고객고객 중심중심 Brand ManagementBrand Management

Brand 의가치는고객이결정한다

Brand Management

Build brands around customer segments

Brand Extensions based on customer needs, not component similarities

Make your brands as narrow as possible

How to measure brand equity

Source -HBR,Sep2004, Customer Centered Brand Management (Rust, Zeithaml & Lemon)

Customer differ on Brand Equity

고객고객 중심중심 Brand ManagementBrand Management

HBR,Sep2004, Customer Centered Brand Management (Rust, Zeithaml & Lemon)

Brand Equity, drivers of customer equityValue Equity

객관적인품질, 가격, 오퍼

Brand Equity

고객의주관적평가

고객만족

Relationship Equity

Switching Cost

Loyalty program

Brand Management in New EconomyBrand Management in New Economy

두가지상반된견해

: Brand Management의효과는감소혹은증가?

Brand의실체 – Premium Price

HBR,Sep2004, Customer Centered Brand Management (Rust, Zeithaml & Lemon)

VS.

Brand Management 는진화하는중임.

: Rapid Innovation

Economist call it “Cost Transparency”

Retailer with established offline brand name

+ 8-9% higher price

Brand Management in New EconomyBrand Management in New Economy

HBR,Sep2004, Customer Centered Brand Management (Rust, Zeithaml & Lemon)

Threats Opportunities

Customer의파워증가

• Compare Vendors

• Ratings

고객을확보할좋은기회

•• Feedback

• Free FGI, Survey

• Early Warnings

Brand Management in New EconomyBrand Management in New Economy

HBR,Sep2004, Customer Centered Brand Management (Rust, Zeithaml & Lemon)

Threats Opportunities

1000 가지망치는길

• Slow to load

• Hard to navigate

1000 가지새로운고객경험을제공

•More quickly and efficiently

•Hallmark

•Information, Opinion, Entertaining

Brand Management in New EconomyBrand Management in New Economy

HBR,Sep2004, Customer Centered Brand Management (Rust, Zeithaml & Lemon)

Threats Opportunities

따라갈수없는Speed of Change

• Fidelity, Charles Schwab

Vs. branded appreciation

빠른 Innovation의기회

•Representative of Technology

•Amazon, Yahoo

•Most advanced level of Service

Brand Management is evolving

Brand Management Brand Management 의의 도전과제도전과제

제한적인데이터재사용

정보를찾기위한과도한시간소비

customer analysis를위한Metrics부족

No Understanding of Outcomes

소구하는세분시장과는상관없는브랜드메시지를위한지출

Actions are executed too late for maximum result

Irrelevant Actions

내부외부정보공유를위한Tool 부재중복적이고반복적인브랜드아이디어

Brand innovation시장전달이느림

Falling Behind the Market

정보를가공하고전달하는프로세스가너무김.브랜드관리 Campaign의마켓전달이너무느림.Analytics(분석결과)가실제수행에연결되지않음.

Inefficient Preparation

Create marketing plans,

assign budgets

Analyze consumer and customer trends, identify unmet customer needs

Align activities and budgets based on

market opportunity

Execute plans, address performance gaps in real-time

Customer Adaptive Brand ManagementCustomer Adaptive Brand ManagementOracle Brand Management Solution

Select Consumer Goods CustomersSelect Consumer Goods Customers

Select Select PharmaPharma CustomersCustomersACME

ACME

ACME

ACME

ACME

ACME

ACME

Select Retail CustomersSelect Retail Customers

Use by Brand ManagerUse by Brand Manager

Area Executive Area Executive -- DashboardDashboard

Create Brand PlanCreate Brand Plan

Associate Brand ActivityAssociate Brand Activity