Managing brand equity Team

Transcription

1 Managing brand equity Team 2 2 Yolanda Eugenia Brian Dorota Tubagus Ieva

2 Objective of the Exercise To perform a brand equity diagnosis To specify an enhancement strategy To develop an operational plan aiming at enhancing one or two Marcialonga s brand equity dimensions

3 Values Ski Club Marcialonga Specific values Non-competitive spirit Heritage Common values Tradition Responsibility Environment Commitment Reliability Marcialonga S.c.a.r.l. Specific values Competence Customer focus Responsiveness Entrepreneurship

4 Strengths. Tradition of 37 years promotes history and tradition of culture Unique track Attract more foreign participants Logo standardized, ethical satisfaction, trust authenticity The people friendliness 40% recognized the people over the landscape Maintain true identity Attracts high volunteerism Managed to satisfy both elite athletes and the recreational skiers Expertise in event organization

5 Weaknesses The tradition of culture and history is not adaptable The track may not be up to competitive standard The website is weak no overview No networking between stakeholders Lack of awareness outside the winter sport environment Only 6.3% of the participants recognize the environment

6 Analysis: Participants satisfaction 85,00% 80,00% 75,00% 70,00% 65,00% 60,00% 55,00% 50,00% "1996" "1997" "1998" "1999" "2000" "2001" "2002" "2003" "2004" To compete To participate

7 Enhancement Strategy Diversify Activities: introduce new events (youth, family, etc.) introduce new sports (all year long) Stakeholder Networking work together include new ones (int l) Website Improvement Traditions (better to reflect) core values

8 Operational Plan AIM: To Enhance Marcialonga s brand equity dimensions Knowledge other events, other people experience Do survey to existing partners to find their expertise to organise similar events Find sponsor (international) Recruit appropriate partner Establish database driven website to further enhance brand penetration through online registration system Develop website that reflect traditional values Social activities Brand awareness through communication (discount for multiple participation and family packages)

9 Marcialonga Stakeholders Parties Local community Clubs Purpose Organising committee New Event Expertise Participants Public Media Programs Volunteers Sponsors Local associations New Country Awareness Event Networking

10 New Stakeholders Stakeholders Adventure Running Events Adventure Cycling Events World Music Association International Food and Cuisine Goals and benefits (Purpose) To attract expertise and knowledge of running culture To attract expertise and knowledge of cycling clture To promote traditional and world music To promote traditional foods and food preparation techniques Contribution New Target population New Target population New Target population Diversification from sport Enhancement of local traditions and the people New Target population Enhancement of traditional cuisine and preparation of food.

11 Managing brand equity Foundations Legal protection Knowledge Experience Relationship Stakeholders Current brand equity Maintain and Enhance Expand Diversify Enhance Develop Diversify Desired brand equity

12 TIME PLAN SURVEY 2. SPONSOR 3. PARTNERSHIP 4. WEBSITE 5. BRAND AWARENESS 6. SPC PROMOTION 7. EVENTS

13 Conclusion: Marcialonga has a great product We need to attract a greater diversity of people to Marcialonga. Build on our strengths The People, Ability to organise events that satisfy the full spectrum of people. Expand our brand protection.