Nuba: luxury travel company

Keys: Segmentation, Brand experience, and community.

They specify For example, explain what a trip is, looking for the mindset of
target.
2. Identify the sector, to know it, in a sale you must demonstrate knowledge of its language
client for example the highest quality, the most demanding competitiveness, more sophisticated technology,
As for surprises, there is more competition; you have to be very exclusive so that no one copies you.
market.
KEY-TREND-SYMPTOM
3. How we are: (in summary) we are exclusive, experts due to the sophisticated staff (photographer of national)
geographic for the safari, it is sophisticated, the attitude is exceptional, excellent offer for its quality and
exclusivity, demanding because they question what they do and ask for feedback to learn.
4. How The client: informed people have more criteria since the information is immediate and diverse, formed
they have more knowledge, resentful because they are more intolerant, they do not forgive mistakes, they are disloyal
more unfaithful, etc
5. How it is the brand: the I.CON: it works by establishing the need and the condition (I want but)
what is the differential value and I become someone enriched, driven and
I want a computer that allows me to work with different
programs, BUT there isn't one that matches my personality), (I get: apple creates and surpasses IBM), (why
I offer something new and original and that is what clients are looking for.
returned to number 1 in the market.
Which It is the trend: POLARIZATION: either premium products or low-priced products are consumed and the brands
intermediaries tend to disappear.
7. Advantage: seek the quality-price balance, offers are very quickly replicable, that's why the only
guarantee is the loyalty of customers, the business depends on turning its customers into fans, the success
It depends on the excellence of the relationship between the company and clients.
8. How atraer a los clientes: FIDELIZACIÓN(pirámide), 4) adquirir 3) preferir 2) valorar 1) descubrir.
(do the before, during, and after)
A. Surprising: Personal shopper, this surprises and builds loyalty if offered by a company. But
this has to be renewed every year, always questioning oneself from success.
B. Stimulant: community strength
C. Customized: everyone wants to feel very important, one must give attention
individualized with an individual interlocutor 'guide' that is distinguished from the functions
operational activities related to the trip and then the "operational" contact is the one who carries out the action,
product or service.
D. Participative: this works because there is a community behind it that thinks like me, it is
it is essential for the client to provide their criteria, taste, and housing.

Segmentation is established according to specific criteria or a loyalty plan:

1.Volume: investment made.
2. Antiquity: time of fidelity
3. Regularity: rhythm in the volume of investment, it is a person who buys continuously or not,
the frequency.
4. Evolution: increase in investment volume, increase new customers.
5. Prescription: quantitative (MGM) unpaid advertising is the disinterested one made
others.
6. Loyalty: fidelity in incidents-crisis
7. Collaboration: qualitative, it is based on receiving information or analyzing clients/guests to
improve.
Session 18. Emotional Arguments and Strategies
COMMODITY VS DIFFERENTIATION
commodity
Brands that do not generate emotions (Endesa with electricity)
There are brands that do not evoke any emotion.
Rational brands (insurance brands, you don't remember them until you have an accident)
Conventional brands
Key idea: trust capital
Brands like perfumes are emotional brands (they are on the opposite side) why do you pay?
 80 euros for a perfume? For the emotions
That's why packaging is important because it reminds you of the emotions you have experienced, products.
attractive, sophisticated in their communication, sense of status.
ONE SHOT VS EXPERIENCE
ONE SHOT Brands:
You only remember them when you need them (the band-aids, the batteries). These brands respond to
a necessity (I need hydrogen peroxide) is something specific, forgettable once it is no longer needed.
you need
What is the differential value? Being customer-oriented, aware of when it may
to need it (client oriented).

EXPERIENCE
An experience, a cruise, brands that have an experience. You are within the brand (x
cruise company
These types of marks constitute memorable situations that will occur over time.
In the case of Nuba, all the moments were controlled.
Superfluous: dressing up on the cruise, you have never done it and if it has to be done, it gets done and it
make it something memorable
Customer journey: what tool are you going to use, with which audience and at what time
CORPORATE BRAND
It is the one that commercial brands depend on (they have a lot of brands).
The purpose of the corporation is to project solvency (Pyg)
Corporate branding has to convince you that they are the best. (the body, the strength) the idea
key is the dimension (the strength of the company)
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TRADEMARK
Movistar, for example; shows proximity (you need wifi, coverage, internet, movies,
music
It is the brand that shows you that you are interested in the brand. The soul.
Preferences are being sought
What is the key to being a commercial brand: identification. People marry brands.
(nike, adidas)
Your identity is defined by the brands you wear.
TRUST VS WOW effect
TRUST:
Ups: brown trucks, seeks a commitment, talks to you about realities (if we have told you that
arrives tomorrow, arrives tomorrow
Project CONTROL, and the key idea is: security.
WOW:(pure emotion)
For example: Disney (there is no TV with news, nor schedules, there is surprise, there is no time,
you always have a bunch of wow experiences
The idea that: it has surpassed me, you have a lot to tell, many experiences to share.
Customer lifetime value: the value of the customer over time.
LOYALTY VS IDENTIFICATION
First national bank (power, ability, and leadership is what it seeks in clients) achieves it with rigor,
the basic idea: is integrity
Identification: Harley, you seek identification not loyalty
Community (community) It is very important that you feel part of a community (Harley
Davidson
The idea of liberty projects a way of life
BRAIN VS HEART
Mckinsey & Company: consultants, what they have are results. You ask them for a report and they
they give it to you. It's prestige, no one questions them. And they show you enormous power
Key idea: REPUTATION
HEART
UNICEF, for example, you don't expect results. Brotherhood. You are in this company for reasons
emotional, it's something that makes you feel good.
It projects feelings and what it seeks above all is empathy.
They seek humanism
PRICE VS VALUE
Ryanair: price-oriented brand, operates in the realm of the required benefits
It is popular, aimed at all social classes.
Idea: I am the cheapest.
Value: emirates, everything it does projects the idea of something excellent or exclusive, there is nothing
expected.
BE EVERYTHING FOR EVERYONE VS BE SELECTIVE
Everything for everyone:
El Corte Inglés (specialists in you) self-service value you offer: idea
Amazon is the only one that continues.
They have already disappeared

Select: Starbucks
Specialists know a lot about something
BEING BETTER VS BEING DIFFERENT
IBM: the pioneer the best, was tradition, pride
Idea: evolution
Apple on the opposite side is based on innovation.
What is better, to be better or to be different? Every day the best disappear but
the different survive.

Session 19. Brand Image Management

Brand management, also known as branding, involves a series of key strategies.
used for the correct creation of a brand.
KEYS FOR YOUR IMPROVEMENT.
1. Attraction. Develop a repositioning and communication strategy.
2. Curiosity. Community marketing and content marketing.
3. Commitment. Channel management and sales force management.
4. Affinity. Loyalty and customer service program.

INCREASE THE ATTRACTION.

Consumers seek brands...
That they are very centered on the person (each individual separately).
that possess "human" personality traits, which can be identified with
human qualities.
That they are able to interact on equal terms.
that provide a brand experience.
What lifestyle styles represent.
Let them be bold, authentic, disruptive, and differentiated.

2. OPTIMIZE CURIOSITY.
Curiosity is...
Feeling of lack of information. We have the need for information.
The gap between what we know and what we want to know.
Content management: content marketing creates and distributes relevant content (something
that affects me personally) for consumers, but associated with a brand.
Types of content: written and graphic.

3. INCREASE THE LEVEL OF COMMITMENT.

The ability to guarantee the level of commitment depends on the availability of the product.
in the chosen channel and the ability to provide a shopping experience. A comprehensive experience and
integrated that considers the entire Customer Journey. It is the way to put the consumer in the
center of the process.

4. INCREASE THE AFFINITY.

Long-term orientation requires considering the sale as the beginning of a profitable relationship.
That is why contact points must be efficiently amplified in order to
increase the number of interactions. It is important to establish a personalized contact.
BRAND QUALITIES.
GOOD PRESENCE. Image.
The effective logo. The relevant slogan. Design of elements. Brand experience.
2. INTELLECTUAL LEVEL. Experience. Innovation as a driving force and symptom.
3. SOCIABILITY. Proximity.
Verbal communication.
Guidance of actions.
Listening skills.
Responsive capacity.
Problem-solving capacity.
4. EMOTIONAL INTELLIGENCE. Restlessness.
Emotional connection.
5. PERSONALIDAD. Coherencia.
Self-knowledge

Curiosity
Feeling of lack of information and the gap between what we know and what we don't
Today one must be humble when creating a brand just like its owner, as
in the case of Facebook, Amazon, and Spotify that seek a direct and useful relationship with the
consumers without the need to enhance the brand, which differentiates the marketing
community and content marketing.
The importance of the image as a consequence to consumers (in the case of YouTube recovers
investment through advertising, the consumer decides to pay after seeing so many ads
for a premium service that avoids having to see so many ads). Image management of
brand (increase attraction)
There must be a greater commitment mostly generated offline:
Sales force management (powerful speech from the sellers)
Reliability and customer service
Having well-paid and trained staff
• Human personality: example: Apple (young brand) BBVA (young company) ... it is the
humanization of companies.
Important aspect for promoting interaction: equality between brand and consumer
I treat the customer the same way the brand is.
Representation of lifestyle (Starbucks and its logo) reflects the lifestyle of the consumer
positioning it in a status
Differentiating factor compared to the competition and customer service
Why is it curious? Because I have the need to have more information, not data.
Tension is created by the lack of information
Content marketing creates and distributes relevant content for consumers, but
associated with a brand (creates the content and takes care of delivering it to you in the best way
possible (Responsive)
Mobile first means that information is viewed first on phones, since the
the majority of users will view it from their phone.
Difference between relevant and notorious. Notorious is something that draws attention and relevant is something that...
that directly affects me.
Relevant to consumers, but associated with a brand, that is, told to you by someone.
in direct relation to a brand.
In writing, press releases, articles, news, reports, books... can be produced.
Digital; infographics, interactive charts, games...

Zero moment of truth (ZMOT)

Pre-purchase phase in which the consumer seeks information about the product and remains
fascinated.
Once the content is developed, the distribution and amplification phase comes.
The aim is to increase the level of commitment and affinity.
The ability to increase engagement depends on the availability of the product in the
canal.
The availability of the product is absolutely essential to ensure reliability.
An integrated experience
It is the way to place the consumer at the center of the process.
Increase the commitment to long-term orientation, ensure a lifetime consumer
lifetime value
Efficiently amplify the contact points at the effort level to achieve a goal,
promotions, etc.
Gamification, the use of game mechanics, intensifies brand usage.
Qualities of the brand, the brand is like a person, it must have a good presence,
take care of the image, effective logo, slogan...
The experience at an intellectual level, announcements of ideas, new idea successful announcement (innovation)
Behind the product, it draws attention to the product) new formula
Proximity with the brand, verbal communication with customers, orientation towards actions
(purpose of the conversation)
Don't waste time, be efficient in actions.
Listening ability infrequently by brands (believing they know more than the
consumer

A pilot experience is carried out with a focused group, in this way it will be known whether or not it is
effective a product and the way it is perceived by consumers.
Listening techniques save a lot of money. 90% of romantic failures are due to the
listen.
Response capacity in the new economy. Waiting times, when waiting for so long the
consumer turns to the competition.
Maximum customer loyalty resolution capacity is fundamental.
Emotional intelligence is increasingly present in people, the ability to
put yourself in someone else's shoes, how does this person react to this situation. You
they can anticipate people's responses thanks to algorithms.

Coherence in personality; people get bored with constant change, people

they seek to simplify things. Coherence is based on self-knowledge, everyone thinks that
your brand is the best.

Coca-Cola Exhibition
What is going to be done?
What is the mission and the scenario?
situation of society and role of the company
Coca-Cola Situation
company values (proximity, attention...)
Attributes (cool brand, new)
Positioning: the place one wants to take in the minds of customers (luxury, fantasy...)
What is the differential value compared to the proposal? Why am I going to see you and not the others?
Need, change, tool...
Once the WHAT is defined, it is necessary to define to whom it is directed and how it is directed, who...
They do it, who is the team and what goes. To do.
To train people to know the product.
Define the tools that will be used (online or offline)
Where is the development going to take place (geographic location)
There must be consistency with why we do it.
Before, during, and after customer journey moments of truth (describe one of them)
moments in detail
The maturity pyramid should be taken into account in terms of the place that the brand occupies in the minds of the
people
Benefits should be identified (benefits pyramid): music, VIP, exclusivity, gifts
Reflection on how much it might cost, approximate calculations
Moments of truth are those where you have direct moments with the brand, the
observation and how they do it. (difference and establish the relationship with the audience)
moment of truth to what builds the protocol of action