B12: Marketing og E-businessLektion 7

Mads Vangkilde

Opsamling Case og teori

• Emner der berøres…..• Case gennemgang• Teorien

– Uklarheder

– Uddybninger

– Viderebygning

Product Branding

Matas – Gruppe 4

• Udviklingsniveauet af Matas’ Brand og perspektiverne heraf?

• Diskuter og sammenlign Matas’ udviklingsbaggrund i forhold til de faktorer der har formet udviklingen i UK

• Forklar Matas’ store image udfra Semeijn et al.• Hvordan kan Matas’ brand forstås udfra Berry’s

model?

Udviklingen af ”retail brands”1st generation 2nd generation 3rd generation 4th generation

Type of brand Generic, no name, brand free, unbranded

”Quasi-brand”, Own label Own brand Extended own brand

Strategy Generics Cheapest price Me-too Value-added

Objective Increase margins, provide choice in pricing

Increase margins, Reduce power, provide better value (Q/$)

Enhance category margins, Expand assortment

Increase and retain the client base, enhance category margins, image, differentiation

Product Basic and functional One-off staple lines (large volumes)

Big category products

Image forming, large # of prod. w. small volume

Technology Simple production, basic technology

Technology still lagging Close to brand leaders

Innovative technology

Quality/Image Lower quality, inferior image

Medium quality Comparable to leaders

Same or better than leaders, Innovative

Approximate pricing

>20 cent below 10-20 cent below 5-10 cent below Equal or higher

Consumer’s motivation to buy

Price Still price Quality AND price Better and unique products

Supplier National, not specialised

National, partly specialised National, mostly specialised

International, mostly own brands

5th generation retail brandsType of brand

Corporate Brand Strategy

Corporate positioning

Objective

Strong positive identity, first choice, satisfy stakeholders

Product

Tangible and intangible attributes of the corporation

Technology

Stakeholder relationship management

Quality/Image

Quality and consistency throughout the organisation

Pricing

Focus on deliering value

Consumers motivation to buy

Trust

Supplier

Innovative partners

Mediating effects of store image

Physical Layout

Service

Merchandise

Perceived Psychosocial Risk

Perceived Functional Risk

Perceived Financial Risk

Evaluation of Store Brand

Antecedents Mediators Outcome

Store Image Product Class Store Brand

+

+

+

-

-

-

-- -

-

-

-

Service-Branding Model

Company’s presented brand

External brand communications

Customer experience with company

Brand awareness

Brand meaning

Brand equity

Berry, 2000

Sub-dimensions of Brand-Building Blocks

Loyalty Attachment Community Engagement

Warmth Fun Excitement Security Social approval Self-respect

Quality Credibility

Consideration Superiority

Primary characteristics & Secondary features

Product reliability, Durability & Serviceability

Service effectiveness, Efficiency & Empathy Style & Design

Price

User profiles Purchase & Usage situation Personalities & Values History, Heritage & Experience

Category Identification Needs Satisfied

Keller, 2001

Case

Pause

10 min.

Reklamer og effekt

Internet og effekt af reklame

v. Lars Bech Christensen

Anbefalet læsning

1. Grundbog: Vesterby & Chabert 2000

2. Vakratsas & Ambler 1999

3. Pavlou & Stewart 2000

4. Dahlen 2002

5. Chandon et al 2003

4 sidste findes på Sitescape!

Lektion 8 – Case – 30/03

• Promotion/reklame

• Sitescape + handout

• Lektion 8 – yesmail.com• Mette J, Jeanette, Thomas S, Anne & Tina

yesmail.com – Gruppe 5

• Permission mail i forhold til formål – andre muligheder?

• Hvad er udbyttet af denne form for reklame?

• Hvordan kan yesmail.com måle effekten af en kampagne?

• Hvem er yesmails.com’s kunder?

Case til Lektion 8