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Internal Marketing
External Marketing
&
Internal Branding
External Branding
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INTERNAL MARKETING
Internal Marketing (IM) is an ongoing processthat occurs strictly within a company or
organization whereby the functional processis to aligns, motivates and empowersemployees at all management levels toconsistently deliver a satisfying customer
experience .
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KEY CONCEPTS OF INTERNAL
MARKETING:IM functioning as a continual internal u! s"illing
!rocess#
Align$ent of t%e organi&ation's !ur!ose (it%e$!lo)ee *e%a+ior#
Moti+ation, refra$ing an- e$!o(er$ent of
e$!lo)ee attitu-e#
Insi-e.out $anage$ent a!!roac%#Retaining a !ositi+e custo$er e/!erience
t%roug%out t%e *usiness o*0ecti+es
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TYPES OF INTERNALMARKETINGInternal marketing of the business systems
It is a*out t%e co$!an)'s infrastructure t%at custo$ers
$a) not "no(#
Internal guidance
It %as to -o (it% t%e creati+e t%oug%ts %a+e t%at (ill
eit%er c%oose to act on, or not#
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IMPORTANCE OF INTERNAL
MARKETING
Internal $ar"eting creates an en+iron$ent t%at ena*les
organi&ations to focus on (%ate+er nee-s c%anging
internall) so t%e) can en%ance t%eir e/ternal $ar"et!lace
!erfor$ance#Internal $ar"eting %el!s organi&ations -eli+er *etter
custo$er ser+ice *) aligning, coor-inating,
an- $oti+ating e$!lo)ees#
It %el!s ensure t%at e$!lo)ees are effecti+el) carr)ing
out t%e organi&ation's !rogra$s an- !olicies#
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!" #$%" $& I'"#'%M#"I'*
Management Of Change Internal $ar"eting $a) *euse- to !lace, an- gain acce!tance of ne( s)ste$s suc%as t%e intro-uction of infor$ation tec%nolog) an- ne((or"ing !ractices, an- ot%er c%anges#
Building Corporate ImageInternal $ar"etings role isto create a(areness an- a!!reciation of t%e co$!an)sai$s an- strengt%sStrategic Internal Marketing (%ic% ai$s at re-ucing
inter.-e!art$ental an- inter.functional conflict an--e+elo!ing t%e co.o!eration an- co$$it$ent
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"++"'I%+ $& +--"++&%I'"#'% M#"I'*
Moti+ation
Co.or-inationInfor$ation
E-ucation
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-$M$'"'+ $& I'"#'%M#"I'*1 Information gathering to assess:E$!lo)ee "no(le-ge
Attitu-es1e%a+ior#
! Management action "Selection
TrainingMoti+ation2irection#
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/"'"&I+ $& I'"#'%
M#"I'*1Internal Mar"eting encourages t%e internal $ar"et
3E$!lo)ees4 to !erfor$ *etter#
!Internal Mar"eting e$!o(ers e$!lo)ees an- gi+es
t%e$ Accounta*ilit) an- res!onsi*ilit)#
#Internal Mar"eting creates co$$on un-erstan-ing of
t%e *usiness organi&ation
$Internal $ar"eting creates goo- coor-ination an-coo!eration a$ong -e!art$ents of t%e *usiness#
%Internal Mar"eting i$!ro+es custo$ers retention an-
in-i+i-ual e$!lo)ee -e+elo!$ent.
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0"1"%$I'* I'"#'%M#"I'*Mar"et seg$entation
Mar"eting action
Mar"eting co$$unication
Mar"eting orientationE$!lo)ee attitu-es to(ar-s t%e organi&ation an- its
$ission
Le+els of 0o* satisfaction
Assessing s"ill an- "no(le-ge nee-s
Nee-s an- (ants of e$!lo)ees
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I'"#'% M#"I'* $$%+
Influential E$!lo)eesE+entsTraining
Internal Launc% Ca$!aigns
So, Internal $ar"eting is a $eans of in+ol+ing staff at allle+els in effecti+e $ar"eting !rogra$$ers *) ena*ling t%e$to un-erstan- t%eir role (it%in t%e $ar"eting !rocess#
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E/ternal Mar"etingExternal marketing includes all
the activities which enable anorganization to satisfy the needs
and wants of the customer
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E/ternal $ar"eting Factors:
Customer Expectations
T%e $ost o*+ious e/ternal factors t%at influence !rice setting are t%e
e/!ectations of custo$ers an- c%annel !artners#
Competitie and Other 'roducts
Mar"eters (ill un-ou*te-l) loo" to $ar"et co$!etitors for in-icationsof %o( !rice s%oul- *e set# For $an) $ar"eters of consu$er !ro-ucts
researc%ing co$!etiti+e !ricing is relati+el) eas), !articularl) (%en
Internet searc% tools are use-#
2irect Co$!etitor Pricing
Relate- Pro-uct Pricing Pri$ar) Pro-uct Pricing
(oernment )egulation
T%ese regulations are !ri$aril) go+ern$ent enacte- $eaning t%at t%ere
$a) *e legal ra$ifications if t%e rules are not follo(e-#
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&ive -omponents of an
"xternal Marketing Customers A custo$er.centric *usiness strateg) ai$s to align clients nee-san- -esires (it% a co$!an)s !ortfolio of !ro-ucts an- ser+ices#
Suppliers
Su!!liers !la) an essential role in t%e co$!etiti+e lan-sca!e,!ro+i-ing organi&ations (it% t%e necessar) ra( $aterials to
!ro-uce (or".in !rocess ite$s an- co$!letel) finis%e- goo-s#
Competitors
A *usiness rarel) e+ol+es in a co$$ercial +acuu$5t%erefore it $ust factor ri+als in its $ar"eting e6uation,
unless t%e co$!an) is a $ono!ol)#
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Substitutes
A su*stitute !ro-uct is an ite$ t%at, at least !artl),satisfies custo$ers nee-s an- -esires# Clients use
su*stitutes as re!lace$ent !ro-ucts, if .. or (%en ..
original !ro-ucts are te$!oraril) una+aila*le or
inaccessi*le *ecause of !ro%i*iti+e !ricing#
Entrants
Entrant acti+ities -ra(s on co$!etiti+e anal)sis
*ecause to-a)s ne( entrants $ig%t *e to$orro(sri+als, unless t%e ne(co$ers 6uic"l) fa-e a(a)
t%an"s to t%e intense $ar"et!lace rivalry.
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Benefts o External
MarketingT%e interaction *et(een seller an- *u)er (ill -eter$ine$ar"eting success#
E/ternal $ar"eting acti+ities are generall) -i+i-e- into
e/ternal ser+ice 6ualit), e/ternal custo$er satisfaction
an- s!ecific7in-i+i-ual co$!etencies#
E/ternal $ar"eting can %el! to ac%ie+e a nu$*er of
i$!ortant sales an- $ar"eting o*0ecti+es#
It inclu-es: A-+ertising, 8e*site, 1log, Social $e-ia
$ar"eting, 2irect $ar"eting, Mar"eting $aterial
inclu-ing *usiness car-s, letter%ea-, an- logo an-
Pro-uct -e+elo!$ent#
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"xternal Marketing-ommunication
Role "xternal marketing communication can
help to achieve a number of importantsales and marketing ob2ectives.
Advertising dvertising in newspapers, magazines
or local radio can help to launch newproducts, announce a sale orpromotional o3er, or generate in4uiriesfor sales team to follow up.
Direct MarketingPublicationsEvents
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Internal BrandingInternal Branding
Internal branding is the set of strategic processes that
align and empower employees to deliver the
appropriate customer experience in a consistentfashion. These processes include, but are not limited
to, internal communications, training support,
leadership practices, reward & recognition programs,
recruitment practices and sustainability factors.
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Seven Key Principles to Internal BrandingSeven Key Principles to Internal Branding
1. Co-Creation
Internal Branding needs to be a collaborative effort
between management and employees, and amongst
employees themselves.
2. Larger Purpose
Internal Branding program on a larger purpose that people
can get excited about can be one of the best ways to
create and enhance that much needed alignment between
the needs and interests of the company and employees3. Epo!erent
mpowerment is still central to an effective Internal
Branding effort.
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$ Education T%is is fun-a$ental to effecti+e Internal 1ran-ing, *ut it is $uc%
easier sai- t%an -one# Internal 1ran-ing e-ucation %as to *erele+ant, ti$el) an- +er) useful for t%e !eo!le#
% *ccountability
Internal 1ran-ing re6uires gi+ing e$!lo)ees $uc% greaterres!onsi*ilit) for creating an- -eli+ering t%e *ran- e/!erience#
+ Shared Incenties
Incenti+es are not 0ust co$!ensation *ase-# It s%oul- *e loo"ing
for an- -e+elo!ing ot%er (a)s to $oti+ate e$!lo)ees to $a"et%e$ true a-+ocates of t%e *ran-#
, Measurement
Measure$ent is 0ust as i$!ortant to t%e successful Internal1ran-ing !rogra$ as it is to an e/ternal $ar"eting ca$!aign#
Fro$ t%e *eginning
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"odel o# internal $randing"odel o# internal $randing
1.%irection &1.%irection & !esearch "trategic assessment recommendations
Identifying the needs and change that must occur in thecompany
'.Pat(&'.Pat(& #efine $articipants %btain their input and feedbac on
programmer components 'ine tune barriers !efine theprogrammer Identify the brand ambassadors
3.)ction &3.)ction & (reate rallying cry $resent final programmer Train and
#eploy Brand ambassadors $roposition )andboo
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)reas !it(in t(e organi*ation responsi$le)reas !it(in t(e organi*ation responsi$le
#or developing internal $randing#or developing internal $randing
*areting
xecutive team)uman !esources$ublic relationsxternal agency
$ercentage%ther
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Key C(allenges o# Internal $randingKey C(allenges o# Internal $randing
(ommunication (onsistency +etting BuyIn +etting xecutive-"enior (ommitment
Time vailability %rgani/ational "tructurerticulating !elevance of Internal Branding $rioriti/ing Internal Branding
*easuring ffectiveness #efining Brand 0alues-ssence %ther
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Internal Branding CoponentsInternal Branding Coponents
9o* 2escri!tions, O*0ecti+es, Perfor$ance Re+ie(s Co$!ensation, Recognition, Re(ar-s 8e*site, Internet, Internal !ac"aging Print 3*roc%ures, collateral4 E$ail te$!late an- signature Tele!%one greetings En+iron$ental 1ran-ing 3cafeteria, rece!tion, conference roo$s,
%all(a)s4
Face.to.face $eetings
Kic".off $eetings, roa- s%o(s ;i-eos, ne(sletters, ne(sflas%es La!el !ins, unifor$s, coffee cu!s Co$!an) signage E$!lo)ee orientation: *ot% ne( current
t%e$e- lunc%es an- *rea"fasts CEO role $o-elin
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Iportance o# Internal BrandingIportance o# Internal Branding
)##iliation
+(e Internal BrandEployer Brand get stronger
Custoer E,perience in en(anced
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http://www.foolmehonestly.com/wp-content/uploads/2013/07/Fool-me-honestly-importance-of-internal-branding.jpg7/24/2019 Brand Presentation.ppt
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Bene#its o# Internal BrandingBene#its o# Internal Branding
The benefits of Internal Branding are1
)elps to align employee behavior with the
(ompanys 0alue $roposition
%nce employees are informed, motivated,
trained, they buyin and improve their
performance )elps to build teams of dedicated and
engaged employees
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Internal Branding in#luence custoerInternal Branding in#luence custoer
$rand relations(ip$rand relations(ip
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E
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M$0"% $& "8"#'%
/#'0I'*9
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*naly-e"
Ri-e.along (it% sales force7-istri*utors
One.on.One Ke) Co$!an) Inter+ie(s
Custo$er =ualitati+e Researc%: E/!lore t%e Categor), Mar"et >sers
Anal)&e 2ata
Explore"
T%e E/!loration (it% a (ell -ocu$ente- S8OT anal)sisan- a clear articulation of t%e lea-ers%i! +ision rig%t fro$t%e to! of t%e co$!an)
*ssess"
2e+elo! se+eral 1ran- Positioning Conce!ts
I-entif) 1ran- Triggers
Custo$er =ualitati+e Researc%: O*tain Fee-*ac"
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Ideate"
Finali&e 1ran- Positioning 1ran- Te$!lates
Create 1ran- Manual 1roc%ures:
Strateg), Positioning, an- all 1ran-ing, Mar"eting, an-
A-+ertising Ele$ents
Implement"2eter$ine ?o( to Measure: 1ran- Monitor
Launc% to E$!lo)ees, 2istri*utors, Retailers,
Custo$ers
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-!''"%+ $& "8"#'%/#'0I'*Face to face $eetings
Print an- *roa-cast $e-ia Pa$!%lets
Press conference
Annual re!orts an- letters etc#
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!" *$% $& "8"#'%/#'0I'*Facilitate coo!eration (it% grou!s suc% as su!!liers,
in+estors, an- stoc"%ol-ers
Organi&ation To !ro$ote t%e organi&ation
A-+ertise t%e organi&ation
Pro+i-es infor$ation a*out !ro-ucts an-
ser+ices to custo$er
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Have you any Question
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