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
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