The Noon Nopi framework for global marketing

 This post is in draft and is regularly updated

Recently I read a book and did a course on the Noon Nopi framework. It is a framework that can be used for global marketing (although main focus is Asia).
If you think that it is interesting, buy the book. 

I will place some screenshots in this post and a short explanation as for my own reference, but it might be useful for others as well. 

Noon Nopi is Korean. It means "eye level" and that is exactly what this is about.

Marketing is simply defined as the matching of eye levels between two or more parties. It can be external or internal.

A product or service can be :

Under Noon Nopi

Fail to live up customer expectations (quality for example)

Over Noon Nopi

Over estimate customer expectations. May lead to over pricing

This is always applicable in marketing but especially in international marketing. Make sure you have the correct "Noon Nopi", when you market abroad.

A Noon Nopi should be described in around 5 words.

ASEANA COBRA

 
Asiana Cobra is an acronym that facilitates in the shaping of brand narratives for
marketing from Asia, for marketing to Asia.Companies can plan not only for existing markets and strategies, but for future ones as well.
Of course this can also be used for other regions, by replacing Asia, with f.e. Europe.

There are 4 categories:

• Asia
• F.e. Negative: crowded, cheap
• F.e. Positive, Luxury, Traditional, Exotic
  
• Nation
• F.e. Korea negative: fast, corrupt, dangerous
• F.e. Korea positive, efficient, dynamic, cool
•  Think about Asian national branding slogans, Singapore has: Uniquely Singapore, Cambodia has region of wonder and Malaysia has Truly Asia.
  
• Companies
• F.e. LG, Negative, cautios, too large, etc.
• F.e. LG postive, innovator, ethical, multinational
• Brand
• F.e. LG, negative, rivalry within one company
• F.e. LG positive, global innovation
  

The SFU grid, a framework against competitors.

The SFU Grid, which stands for strong, favorable, and unique association analysis can be used to analyse your position against (international) competitors and to see what you need to focus at.

By use of this grid you:

• Push out weak and irrelevant associations.
• Pull up your SUU (strong unfavorable unique) associations for point of parity. This is your noon nopi!
  
• Pump up your SFU (Strong, favorable, unique) associations for point of difference. Highlight them!
  

 

 

 

 

 

 

 

 An example grid of a skincare brand

 The goal is to have many associations in strong, favorable, and unique.

 

The Omni branding framework

Some simple Noon Nopi branding examples:

Snickers = Marathon in the UK (for a long time).
Mr Clean = Don Limpio (in Spanish speaking countries)

The Omni branding framework helps you identify the branding scope per country or region.
I think this can not only be used for branding, but also for commerce.