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Designing Marketing Programs
to Build Brand Equity
Leroy J. Ebert DipM, MCIM, MSLIM,
Chartered Marketer
Diploma in Brand M...
 Drivers of the new economy are
 Digitization and connectivity
 Disintermediation and reintermediation
 Customization ...
Integrating marketing programs and
activities
Product
Pricing
Advertising
Sales promotion
Personal selling
 Promotes loyalty and attitudinal attachment
Personalizing marketing
 Promoting a product by not only communicating a product’s
features and benefits but also connecting it with unique and
i...
 Focus on individual consumers through customer
databases
 Respond to consumer dialogue via interactivity
 Customize pr...
Permission marketing
 Relationship marketing – attempts to provide a more
holistic personalized brand experience to build
stronger consumer ti...
 The heart of a great brand is invariably a great
product
 You can sustain a brand if the product doesn’t fully
satisfy ...
 Perception of the over all quality or superiority of a
product or service compared to alternatives
 Sustaining perceive...
 Performance : level of primary characteristics of the
product
 Features : Secondary elements that complement the
primar...
 Speed, accuracy, care of product delivery and
installation, promptness, courtesy, customer service
training and quality ...
Value Chain
Mass Customization
 2nd moment of truth
 Innovative design, thorough testing, quality
production, effective communication
 i.e. simple pro...
 Price is the one revenue generating element in the
traditional marketing mix and pricing strategies are
amongst the most...
 There is a relationship between price and quality fig
5.5 pg 200
 Some companies sell multiple brands in multiple
prici...
Hameedia brand portfolio
Price
High
HighLow
Fashion and design
 Its very crucial, get it wrong you are screwed for
many reasons.
 Repositioning a mass market brand to be a premier is
...
 Cost + pricing
 Premium
 Skimming
 Introductory
 Value based
 Penetration – lean and mean
 Predatory
 Psychologic...
 What is the easiest way to arrive at the most suitable price
 Brand awareness of the customer and by his network helps
...
 Marketing Channels –sets of interdependent
organizations involved in the process of making a
product or service availabl...
 Direct channels – direct to customers
 Indirect channels – using 3rd party intermediaries such
as distributors, retaile...
 This is applicable when
 Product info needs are high
 Product customization is high
 Product quality assurance is imp...
 A broad assortment of channels are essential
 Product availability is critical (intense distribution)
 After sales ser...
 Retailers
 Comes in contact with the customer more than the
brand owner
 Affects the brands service standard i.e. adid...
 VM, availability enhance or reduce brand equity
 Brand owners have to take an active role in helping
retailers to add v...
 Pull strategy – focusing all marketing efforts towards the
end customer
 Push strategy -
PUSH & PULL
 Retailers are customers too
 Because of their different marketing capabilities and
needs, retailers may need to be divi...
 The manufacturer pumps in money to the retailer in
order to support the local marketing initiatives
 The funds allocate...
 Company owned stores
 Shop in Shop
 Direct selling, through phone, catalogs,
 Web strategies
Direct Channels
 Private labels/own label/store brands
 Private labels should not be confused with generics
Private Labels
5 GBP1.5 GBP
 Better margins for retailer
 Improved retailer brand penetration
 Improved quality and design
 Brand manufacturers ma...
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors:
Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
P...
Designing marketing programmes to build brand equity by Leroy J. Ebert
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Designing marketing programmes to build brand equity by Leroy J. Ebert

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Designing Marketing Programs to Build Brand Equity

Leroy J. Ebert DipM, MCIM, MSLIM,
Chartered Marketer

Content Extracted from “Strategic Brand Management” 3rd Edition
Authors:
Kevin Lane Keller
M.G. Parameswaran
Issac Jacob

Presentation developed from SLIM Diploma In Brand Management Students

Presentation developed by Leroy J. Ebert (19th April, 2014)

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Transcript of "Designing marketing programmes to build brand equity by Leroy J. Ebert"

  1. 1. Designing Marketing Programs to Build Brand Equity Leroy J. Ebert DipM, MCIM, MSLIM, Chartered Marketer Diploma in Brand Management – “Strategic Brand Management – Sri Lanka Institute of Marketing
  2. 2.  Drivers of the new economy are  Digitization and connectivity  Disintermediation and reintermediation  Customization & customerization  Industry convergence  These drivers have given consumers and companies new capabilities pg. 185 fig 5.1 New Perspectives on Marketing
  3. 3. Integrating marketing programs and activities Product Pricing Advertising Sales promotion Personal selling
  4. 4.  Promotes loyalty and attitudinal attachment Personalizing marketing
  5. 5.  Promoting a product by not only communicating a product’s features and benefits but also connecting it with unique and interesting experiences  Establishes brand imagery and helps to build brand communities  West Jet Experiential Marketing
  6. 6.  Focus on individual consumers through customer databases  Respond to consumer dialogue via interactivity  Customize products and services One to one marketing
  7. 7. Permission marketing
  8. 8.  Relationship marketing – attempts to provide a more holistic personalized brand experience to build stronger consumer ties  Benefits of RM  Loyalty programs i.e. tesco’s  CLV Relationship Marketing
  9. 9.  The heart of a great brand is invariably a great product  You can sustain a brand if the product doesn’t fully satisfy the customer Product Strategy
  10. 10.  Perception of the over all quality or superiority of a product or service compared to alternatives  Sustaining perceived quality with customers is getting tougher, customers expectations rises and competitors are more fierce than ever Perceived quality
  11. 11.  Performance : level of primary characteristics of the product  Features : Secondary elements that complement the primary characteristics  Conformance quality  Reliability: stands the test of time  Serviceability  Style and design Dimensions of perceived quality
  12. 12.  Speed, accuracy, care of product delivery and installation, promptness, courtesy, customer service training and quality of repair service.  Mc Kinsey’s 3D marketing • Functional benefits: quality, value, price • Process benefits: product replenishment, access to info • Relationship benefits: differentiated loyalty rewards, communication Brand intangibles
  13. 13. Value Chain
  14. 14. Mass Customization
  15. 15.  2nd moment of truth  Innovative design, thorough testing, quality production, effective communication  i.e. simple product catalogs,  Managing customer feedback and making changes very quickly i.e. software industry After Marketing
  16. 16.  Price is the one revenue generating element in the traditional marketing mix and pricing strategies are amongst the most important brand equity benefits of building a brand  The pricing strategy can dictate how consumers categorize the price of the brand (as low, medium, high) and how firm or flexible they think the price is based on how frequent it is discounted Pricing Strategies
  17. 17.  There is a relationship between price and quality fig 5.5 pg 200  Some companies sell multiple brands in multiple pricing categories in order to better compete in multiple categories fig 5.6 pg 201  Value based pricing strategies – adaptation, if tangible and intangible benefits are high then sell it at a high price Pricing strategy
  18. 18. Hameedia brand portfolio Price High HighLow Fashion and design
  19. 19.  Its very crucial, get it wrong you are screwed for many reasons.  Repositioning a mass market brand to be a premier is next to impossible  Mess up the pricing, you lose revenue and customer might not accept the revised price Pricing strategy
  20. 20.  Cost + pricing  Premium  Skimming  Introductory  Value based  Penetration – lean and mean  Predatory  Psychological  Promotional pricing – at events or even bundled offers  Sachet pricing Pricing strategy
  21. 21.  What is the easiest way to arrive at the most suitable price  Brand awareness of the customer and by his network helps customers arrive at a price  If you can’t increase the price reduce the qty, quality Product prices
  22. 22.  Marketing Channels –sets of interdependent organizations involved in the process of making a product or service available for the use or consumption  Channel strategy – Includes the design and management of intermediaries such as wholesalers, distributors, retailers etc. Channel Strategy
  23. 23.  Direct channels – direct to customers  Indirect channels – using 3rd party intermediaries such as distributors, retailers, agents etc.  Winning channel strategies will be those that can develop an integrated shopping experience combining, physical stores, catalogs, internet and telephone. See nike i.e. on page 211 and 212. Channel Design
  24. 24.  This is applicable when  Product info needs are high  Product customization is high  Product quality assurance is important  Purchase lot size is important  Logistics are important Direct channel for B2b
  25. 25.  A broad assortment of channels are essential  Product availability is critical (intense distribution)  After sales service is important i.e. titan watches Indirect channel is needed
  26. 26.  Retailers  Comes in contact with the customer more than the brand owner  Affects the brands service standard i.e. adidas full technology shoes are sold only at adidas retail outlets  Retailers image reflects on the brands equity i.e. this retailer sells only high quality products Indirect channels
  27. 27.  VM, availability enhance or reduce brand equity  Brand owners have to take an active role in helping retailers to add value to their brand  Increasing power of retailers due to multiple undifferentiated brand and ltd shelf space  Retailer request incentives to stock new brands, extended credit, special promo’s Push and Pull Strategies
  28. 28.  Pull strategy – focusing all marketing efforts towards the end customer  Push strategy - PUSH & PULL
  29. 29.  Retailers are customers too  Because of their different marketing capabilities and needs, retailers may need to be divided into segments or even treated individually so the will provide the necessary brand support  This can be achieved through branded variants Retail Segmentation
  30. 30.  The manufacturer pumps in money to the retailer in order to support the local marketing initiatives  The funds allocated is percentage of sales  Retailers can localize the marketing to be more appealing to the target audience  Controllability is an issue when marketing is managed by retailers. They tend to be biased towards themselves and not the brand. Co-operative Advertising
  31. 31.  Company owned stores  Shop in Shop  Direct selling, through phone, catalogs,  Web strategies Direct Channels
  32. 32.  Private labels/own label/store brands  Private labels should not be confused with generics Private Labels 5 GBP1.5 GBP
  33. 33.  Better margins for retailer  Improved retailer brand penetration  Improved quality and design  Brand manufacturers manufacture private labels  Private label sales have increased  Price conscious customers prefer own labels Private labels
  34. 34. Content Extracted from “Strategic Brand Management” 3rd Edition Authors: Kevin Lane Keller M.G. Parameswaran Issac Jacob Presentation developed from SLIM Diploma In Brand Management Students Presentation developed by Leroy J. Ebert (19th April, 2014)
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