3rd Session Brand 2
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Transcript of 3rd Session Brand 2
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MARKETING MANAGEMENT
POSITIONING
BRAND
BRAND EQUITY
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ColgateDual BenefitFresh breath & Decay Prevention
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Forhans - Regular
For Gum Prevention For Strengthening Gum
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Forhans - Flouride
Two-in-one benefit Super Cavity Fighter
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Makes extra white
Laundary soaps
Detergent bars
Detergent powder
Cleans dirt
Robin Liquid
Robin Liquid
Positioning Robin Liquid
Hypothetical Perceptual Map
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The Pursuit of Differential Advantage
WHO AM I ?
Positioning by Corporate identity
A quality product of Hindustan Lever
- Detergent powder : Surf, Surf Ultra, Sunlight, Wheel
- Bathing Soap : Lifebuoy, Pears, Lux, Rexona, Liril
TOMCO
- Hamam, Jai, OK, Reveal, 501
Positioning by Brand Endorsement
Nirma Washing Powder, Nirma Detergent Bar, Nirma Beauty Soap
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The Pursuit of Differential Advantage
WHAT AM I ?
Category Related PositioningBournvita, Maltova, Boost & Nutramul
Benefit Related PositioningCosmetic : White, Bright Teeth Close-UP
Fresh Breath : Colgate, Close-Up, Pepsodent
Taste : Pepsodent
Decay Prevention : Colgate, Colgate Fluorigard, Signal, Pepspodent
Gum Care : Promise, Neem
Decay Prevention : Crest
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The Pursuit of Differential Advantage
WHAT AM I ?
Positioning by Usage & Time
Vicks VapoRub
Applied to child in night
Burnol antiseptic - for Burns
Dettol antiseptic - for cuts, insect bites & minor infection
Dettol 100% bath - after returning from office & crowded bazar.
EvereadyAlkaline battery
Price Quality Positioning
Action ShoesImitation of Addidas & Nike
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The Pursuit of Differential Advantage
FOR WHOM AM I ?
DemographicFarexFor infants between 3 months to 6 months
Behavioral FitJohnson & Johnson Shampoos Heavy, Medium & Light users
SatisfactionSame as benefit positioning
PsychographicsGoldflake Filter King & Classic, Rothmans, 555
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The Pursuit of Differential Advantage
WHY ME ?
Because I am the BEST !
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Product Brand
Who am I ?
What do I do ?
What do I mean to you ?
How do I start apart ?
I am cooking Oil
I fight & reduce Cholestrol
Assurance of Good Health
100% Kardai Oil
BRAND
is
BORN
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Brand
Features ( What the product is )
Benefits ( What needs & wants the product meets )
&
Values ( What the customer associated with the product )
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Attributes Benefits Values
Culture
User
Personality
Brand is made up of
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What is A Brand?
American Marketing Association:A Brand is a name, term, sign, symbol or design or
combination of them intended to identify the goods and
services of one seller or group of sellers and to
differentiate them from those of competitors
Kotler:
A Brand is a product, but one that adds other dimensions
to differentiate it in some way from other productsdesigned to satisfy the same needs
Rational and Tangible dimensions
Symbolic and Intangible dimensions
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Brand Mark
Trade MarkBrand or Brand Name given a legal protection because it iscapable of exckusive appropriation is a Trade Mark.
It is a mark or a distinctive symbol used to identify the brand.
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Why do Brands Matter to
Consumers? Identification source of product
Assign responsibility to manufacturer
Risk reducer
Search cost reducer
Promise, bond or pact with manufacturer Symbolic device
Signal of quality
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Why do Brands Matter to
Manufacturers?
Means of identification tracing
Means of legal protection Signal of quality level
Means of endowing products with unique
associations Source of competitive advantage
Source of financial returns
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Price Increment You Would Pay
for Computer Over No-NameBrand
IBM $339
Compaq $318
Hewlett Packard $260
Dell $230 Apple $182
AST Computer $ 17
Digital $ 10
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What Can be Branded?
Physical Goods
Service Goods
Retailers and Distributors
Sports, Art, Entertainment Concerns
Geographical Locations
People and Organizations Marketing yourself--What is the essence your
brand?
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Customer Loyalty
Brand Awareness Perceived quality
Brand
Association
Brand
Equity
Provides benefits to customers
By enhancing customersConfidence in purchase decision
Provides benefits to customers
By enhancing customersConfidence in purchase decision
Value maximization for firm
Enhanced brand loyaltyHigher Price & Brand Loyalty
Brand Extensions
Competitive Advantage
Value maximization for firmEnhanced brand loyaltyHigher Price & Brand LoyaltyBrand ExtensionsCompetitive Advantage
BRAND EQUITY
ILLUSTRATED CONCEPT
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No Brand Loyalty
(customer will change)
Satisfied Customer(no reason to change)
Satisfied & Switching Cost
Values the Brand(brand as friend)
Devotedto Brand
BRAND LOYALTY
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BrandingDecision
Brand
No brand
Brand-SponsorDecision
Manu-facturerbrand
Distribu-tor
(private)brand
Licensedbrand
Brand-Name
Decision
IndividualbrandnamesBlanketfamilyname
SeparatefamilynamesCompany-individualnames
Brand-Repositioning
Decision
Reposi-tioning
Noreposi-tioning
Brand-StrategyDecision
Lineextension
Brandextension
Multi-
brandsNewbrands
Cobrands
BRANDING DECISIONS
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BrandExtension
New
BrandName
Product Category
LineExtension
Existing
Existing
MultibrandsNew NewBrands
BRAND STRATEGIES
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SuggestProductBenefits
Distinctive
Lack PoorForeign
LanguageMeanings
SuggestProductQualities
Easy to:
PronounceRecognizeRemember
BRAND NAMES