1. SUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM

2. Abrand is a product with unique character, for instance in design or image. It is consistent and well recognised.SUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 3. A brand is simply a logo e.g. McDonalds. A brand is a legal instrument, existing in a similar way to a patent or copyright. A brand is a company e.g. Coca-Cola. A brand is shorthand - not as straightforward. A brand is a risk reducer. The brand reassures you when in unfamiliar territory. A brand is positioning. It is situated in relation to other brands in the mind of the consumer as better, worse, quicker, slower, etc. A brand is a personality, beyond function e.g. Apple's iPod versus just any MP3 player. A brand is a cluster of values e.g. Google is reliable, ethical, invaluable, innovative and so on. A brand is a vision. Here managers aspire to see a brand with a cluster of values. In this context vision is similar to goal or mission. A brand is added value, where the consumer sees value in a brand over and above its competition e.g. Audi over Volkswagen, and Volkswagen over Skoda - despite similarities. SUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 4. A name, term, sign, symbol, or design used to identify the products of one firm and to differentiate them from competitive offerings. Something used to show customers that one product is different than the products of another manufacturer.SUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 5. In 'blind' taste tests, people prefer thetaste of Pepsi over the taste of Coke. However, if the test is not 'blind' and the tasters know which beverage is which, they prefer the taste of Coke over Pepsi! That is the emotional power of a brand. The first shape that was registered is the coca cola bottle.SUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 6. Short,simple and easy to pronounce Easy to recognise and remember It should be appropriate It should be registrableSUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 7. Product Category ExistingExistingBrand Name NewNewLine extensionBrand extensionMulti brandsNew brandsSUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 8. E.g.1) surf, surf-ultra, surf-excel 2) splendor, splendor +, super splendor, splendor pro. Advantages: Thishelp to increase Brand power Changing the consumer taste Advertising and promotion cost is less It provides good result in the market To increase brand imageSUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 9. Advantages: Easyacceptance Increasing market share Attract the new customer Increase the goodwill SUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 10. E.g.P& G and HUL P&G s tide and draft HUL s rexona and luxSUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 11. Corporatebrand Distinct Brand Umbrella Brand Co-branding Privatebrand Generic brand(E.g. TATA) (E.g. P&G) (E.g. HUL) (E.g. HEROHONDA, Maruhti Suzuki) (E.g. Shoppers stop) (E.g. XEROX , DALDA)SUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 12. Brand Planning Steps Steps Step One: Learn marketing objectives and strategy Write creative brief and define messages Create timelines and budgetsSUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 13. Branding Steps (continued) Step Two: Develop concepts/taglines Start visual (logo) research Present initial creative approachesSUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 14. Branding Steps (continued)Step Three: Develop outline and copy points per selected concept Develop media strategy Begin creating visual materials (photos/picture)SUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 15. Branding Steps (continued)Step Four: Write full copy draft Write final copy as per client comments Start layoutsSUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 16. Branding Steps (continued) Step Five: Create and present full layout or e-design Step Six: Develop final electronic files for print, or coding for web Final execution and management of products (website launch, launch media campaign, print , ads placed, press etc.) SUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 17. Competitionis a contest between individual, groups, nations, animals etc Business is often associated with competition as most companies are in competition with at least one other firm over the same group of customer.SUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 18. Competitionis the effort of two or more parties acting independently to secure the business of third party by offering the most favourable terms.SUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 19. Directcompetition Indirect competitionSUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 20. Findthe common ground Be relevant The name impact the strategy Be consistent and flexibleSUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 21. Introduction to Global Advertising: Global advertising(promotion) involves a variety of activities, ranging from point of purchase to satellite TV advertising and sponsorships. Every organisation should try to make a uniformity in advertisement for all countries In many cases, complete uniformity is impossible because of difference between countries in media availability, regulations of government. SUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 22. Componentsof Global Advertising: Strategy Organisation Creativeness Media Television:TV advertising strong in china not in Europe countries. Radio: Radio is a effective tool in all countries except Europe, in Europe it is monopoly of govt.SUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 23. Print:Print media are strong in France and Germany, because of literacy rate. Outdoor: outdoor media has a positive opinion in Japan, France, Russia rather than all other countries.SUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 24. Advertisingagency is organisation to provide service in creating advertising. It is an independent house to provide service to clients Some of agencies provide services like Branding, Marketing and Promotional Strategies for their client. Its undertake the work of planning, preparing, executing advertising campaign for customers SUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 25. Accordingto PHILIP KOTLER Advertising agency is a marketing service firm that assists its client in planning, preparing, implementing and evaluating various activities of advertising. According to BELCHAdvertising agency is a service organisation that specialised in planning and executing advertising program for its clients. SUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 26. Planning Preparing Advertisingcopy Artwork: simple, easy to understand, logical, meaningful. layout executionSUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 27. Independentorganisation It works for clients Composed of creative people Service and commercial organisation Develops, prepares and places advertisement in media.SUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 28. Understandthe product Plan and create an advertising Advertising agencies to better communication Its create business practices in global It is an industrySUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 29. Fullservice agencies Media buying service Creative boutiques In house agencies Specialised agencies (to create advertising for medicine, outdoor, social advertising)SUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 30. Benefitsof Ad-agency to clients: Eliminate the need for advertising deportment Services of experts Reduction in media cost To market research Helps to allocate advertising budgetSUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 31. Assurerisk free business Takes away the sales job Undertake the advertising scheduling Reducing production cost (they can create complete advertisement )SUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 32. Researchers Mediaplanners Creative team Account managemetSUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 33. Introducea new Product Creates new demand for product Expand market Assist personal selling Building brand image Employment opportunity reducing the cost of goods SUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 34. TheUnique Selling Proportion (USP) is one of the marketing concept. This concept developed by Rosser Reeves and Ted Bates as a theory to explain a pattern among successful advertising. It state that the advertising should made unique proportion to customers. A number of business and corporations currently use USPs as a basis for their marketing campaigns.SUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 35. Eachadvertisement must make a proportion to the consumers. Not just words, not just product. Each advertisement must say to each reader Buy this product, and you will get this specific benefit.SUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 36. Useyour biggest benefit Be unique Solve an industry performance gap Be specific and offer proof Condense into one clear sentence Integrate your USP into all marketing materials Delivers on UPS promise SUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 37. SUNKARI SRIDHAR REDDY11/12/2013 12:37:37 AM 38. Sunkari sridharreddy 39. Aproduct is anything that can offered to market for attention, acquisition ,use, consumption that might satisfy a want or need. 40. PRODUCTSTangible productsGOODSIntangible productsSEVICES 41. tangibility Associated attributes Features of productExchange valueIntangible attributesCustomer satisfaction 42. Unexpected featuresPotential productLuxury featuresAugmented productExpected featuresExpected productBasic featuresBasic productGeneric product Core benefit 43. Durable products Consumer products,Business products 44. Durable Non-durable Services 45. Shopping Products Convenience ProductsSpecialty Products 46. Convenience goods consumers use minimal effort for frequently purchased low cost items Staples- Emergency desiregoods purchases 47. Product Item 48. Theassortment of products that a company offers to a market Width how many different product lines? Length the number of items in the product mix Depth The no. of variants offered in a product line Consistency how closely the product lines are related in usage 49. WIDTHHome Depot, LowesTata Motors BUS# of lines = 4 LORRY # of items = 12Tata Steel BARSTata Tea Tata DTH GEMINI TEAPLATESCARSA wide product mix facilitates one stop shoppingD E P T H 50. Width (# of product lines)HAIR CARESALTY SNACKSShampoo ChipsDENTAL CARESOFT DRINKSTooth Brush ColaTooth Paste Ginger Ale Conditione Nuts r Dental Floss Root Beer Crackers Hair Spray 51. New Product Development Process Step 1. Idea GenerationSystematic Search for New Product Ideas Internal sources CustomersCompetitors DistributorsSuppliers 52. Step 2. Idea Screening Processto spot good ideas and drop poorones Technically feasibility Financially viable 53. Step 3. Concept Development & Testing 1. Develop Product Ideas into Alternative Product Concepts2. Concept Testing - Test the Product Concepts with Groups of Target Customers3. Choose the Best One 54. Step 4. Marketing Strategy DevelopmentPart One - Overall:Target Market Planned Product Positioning Sales & Profit Goals Market Share Part Two - Short-Term:Products Planned Price Distribution Marketing Budget Part Three - Long-Term:Sales & Profit Goals Marketing Mix Strategy 55. Step 5. Business Analysis Step 6. Product Development Business Analysis Review of Product Sales, Costs, and Profits Projections to See if They Meet Company ObjectivesIf No, Eliminate Product ConceptIf Yes, Move to Product Development 56. Step 7. Test Marketing Standard Test MarketControlled Test MarketFull marketing campaign in a small number of representative cities.A few stores that have agreed to carry new products for a fee.Simulated Test Market Test in a simulated shopping environment to a sample of consumers. 57. Introducing the product into the market 58. Sales and Profits ($) SalesProfits Time Product DevelopmentLosses/ Investments ($)IntroductionGrowthMaturityDecline 59. SalesLow salesCostsHigh cost per customerProfitsNegativeMarketing ObjectivesCreate product awareness and trialProductOffer a basic productPriceUse cost-plusDistributionBuild selective distributionAdvertisingBuild product awareness among early adopters and dealers 60. Growth Stage of the PLC SalesRapidly rising salesCostsAverage cost per customerProfitsRising profitsMarketing ObjectivesMaximize market shareProductOffer product extensions, service, warrantyPricePrice to penetrate marketDistributionBuild intensive distributionAdvertisingBuild awareness and interest in the mass market 61. Maturity Stage of the PLC SalesPeak salesCostsLow cost per customerProfitsHigh profitsMarketing ObjectivesMaximize profit while defending market shareProductDiversify brand and modelsPricePrice to match or best competitorsDistributionBuild more intensive distributionAdvertisingStress brand differences and benefits 62. Decline Stage of the PLC SalesDeclining salesCostsLow cost per customerProfitsDeclining profitsMarketing ObjectivesReduce expenditure and milk the brandProductPhase out weak itemsPriceCut priceDistributionGo selective: phase out unprofitable outletsAdvertisingReduce to level needed to retain hard-core loyal customers 63. PRODUCTOffer a basic productPRICECost +profitSALES PROMOTIONHeavy expenditure to create trailsDistributionBuild selective distributionAdvertisingBuild product awareness among early adopters and dealers 64. Growth Stage of the PLC ProductOffer product extensions, service, warrantyPricepenetrate PriceDistributionBuild intensive distributionAdvertisingBuild awareness and interest in the mass marketSales promotionConsumer demo 65. Maturity Stage of the PLC ProductDiversify brand and modelsPricePrice to match or beat competitorsDistributionBuild more intensive distributionAdvertising Sales promotionStress brand differences and benefits Encourage to brand switching 66. Decline Stage of the PLC ProductPhase out weak itemsPriceCut priceDistributionGo selective: phase out unprofitable outlets Reduce to level needed to retain hard-core loyal customersAdvertisingSales promotionReduce to minimal level 67. Animportant concept associated with product development is the concept of reverse engineering. It involves completely analysing competitive offerings. Engineering is the profession involves design, manufacturing, and maintaining of product, system and structures. At a higher level, there are two types of engineering. 68. Forwardengineering is a traditional process of moving from high-level abstraction and logical designs to physical implementation of a system. 69. Theprocess of duplicating an existing component or product with the aid of drawing, documentation is known as reverse engineering. 70. Lostof documentation Product analysis Military intelligence Removal of copy protection Curiosity 71. Makea duplication Capture the market share Concept design Product packaging design Its mostly helpful in Manufacturing of press tolls Plastic mold manufacturing Fixtures manufacturing 72. THEEND