Product Note &
Communication Briefing Note
Integrated Marketing Communication : Session 3
Product Operationalization Documentation
1 2
Product Concept Document Product Approval Note
• Background & rationale • Business opportunity
Ideation • Concept summary & structure Evaluation • Product & process detailing (L1)
• Business outline • Business case & financials
3 4 Product Launch Note
Product Process Documentation
• Operational process detailing for • Chronological launch plan
Product Briefing Manuals
Planning complete value chain incl metrics Execution • Internal & external briefing notes (incl
Product Financial Detailing
cross functional, channel, advtg, PR,
• Financial policies & processes
regulatory etc)
5 Performance Tracking & Review
• Ongoing performance tracking
Review • Project milestones review
• Business review & evaluation
• Life cycle management
Communication Brief Step 1
- Product Proposition Document
Product Proposal Marketing Brief
• Business opportunity & market • Market status & overview
sizing
• Product overview
• Competition detailing
• Key consumer benefit
• Product idea & rationale
• Brand positioning
• Product detailing
• Go-To-Market plan
• Operationalization
requirements • Targets & deliverables
• Product financials • Key performance metrics
Communication Brief Step 2
- Product Proposition Document
Communication Brief
• Product overview Product features and rationale
• Key consumer proposition Needs the product satisfies
• Target segment Primary & secondary customers , influencers
• Brand & product positioning USP, appeal & emotional appeal
• Media imperatives Communication channel requirements
• Communication deliverables Outcome measurement criteria
• Budget Financial resources availability
Case Study – Jaguar brand revival
- Situational overview
The British companies Jaguar & Land Rover were acquired in
Context & Background
2008 for approximately $2.3billion by India's Tata Motors
from Ford Motors.
Jaguar offers luxury & performance cars in coupes, sedans Industry & Segment
and convertibles.
The recession, despite restructuring of the company, has
Situation Overview - Company
resulted in falling sales volumes, and erosion of brand equity.
Jaguar XFR occupies a difficult competitive niche. It faces
competition from BMW's M5, and the Audi RS6 and Situation Overview - Product
Mercedes E63 AMG ([Link], 2009, p1).
Case Study – Jaguar brand revival
- Marketing objectives
• Jaguar topped the globally accredited "JD • Strike a balance between solid old-
Power & Associates 2009 Vehicle fashioned elitism and contemporaneous
Dependability Study", considerably up innovative luxury
from its "10th position in 2008"
• Brand communication should be analogous
• Its primary marketing objective is to to that of a design-directed luxury brand,
amidst the contemporary luxury world of
strengthen its brand equity and achieve
intelligence, imagination and innovation.
retailing mileage out of the above
position. • Communication should render the brand
relevant and compelling to the target
• Bridge the gap between its consumers' audience
inherited brand perceptions of
unreliability and its actual performance
Case Study – Jaguar brand revival
- Communication objectives
• Ford's policy of a mass market approach was contrary to its
luxury niche image and ruined Jaguar's marketing
Revive brand glory
• Communication objective should now be to prevent brand
erosion and strengthen its old image as a special and luxury Broadbase brand relevance
product
Support market expansion
• Communication objectives to be realistic in terms of reaching
the maximum relevant target audience, without
Build brand value
compromising brand exclusivity. Objective is, above all,
endeavour to negate perceptions of unreliability in its brand
equity.
Case Study – Jaguar brand revival
- Target audience & positioning strategy
Target Audience Positioning Strategy
• Jaguar’s primary target markets consists of • Jaguar requires constant positioning, akin to BMW's
individuals, aged between 35 to 54 years, with high enduring 30 year old "Ultimate Driving Machine"
levels of disposable income
• Jaguar's marketers need to position the brand as
• Jaguar’s primary target markets consists of young contemporary and cool; in line with the younger age
financially secure people with aspirational profile of an increasingly affluent target audience
lifestyles
• The positioning strategy needs to differentiate
• Jaguar's current slogan "Born To Perform," appears Jaguar from its direct competitors, BMW, Audi and
to be contrary to the perceived style-quotient, Mercedes, in areas of performance, dependability
which owners cite as reason to acquire the car and styling
Case Study – Jaguar brand revival
- Budget recommendations
• Much of Ford's investment, (of around $10 billion since 1989), went into unsuccessful brand-
stretching exercises, rather than in brand extension
• The marketing budget is approximately is £25 million. The marketing focus is on bringing in new
customers.
• Restricted budgets are making brands hesitate to invest in mobile campaigns. Jaguar, with achieved
benchmarks, should continue such channel investments
Case Study – Jaguar brand revival
- Communication imperatives
Key brand promise Tone of voice
• The key benefit for the targeted audience is • The key feeling needs to be a sustainable zeal for
higher levels of customer experiential the Jaguar brand.
satisfaction.
• It should inspire products and surpass Jaguar's
• Increased interaction will accomplish historical brand values. It should differentiate
itself in conveying that Jaguar, at heart, is a lavish
exclusivity to more segments of relevant
and awe-inspiring sports car company
targeted audience and will benefit all
customers, dealers and prospects in terms of • Brand ownership entitles customer to “bragging
continuous customer satisfaction feedback. rights”
Jaguar
Advertising –
2006
Jaguar Product Advertising – 2011
Jaguar Product Advertising – 2014
How Alive Are You?
New brand logo Launch ad [Link]
Celebrity trailer ad 1 [Link]
Celebrity trailer ad 2 [Link]
Celebrity full ad [Link]
Regional adaptation [Link]
Jaguar Product Advertising – 2014
It’s Good To Be Bad Press ad
Brand campaign launch ad [Link]
Brand – tech follow up ad [Link]
[Link]
Brand – tech follow up ad yRyl8t7Y&index=3
Interactive website [Link]
