Products May Die But Brnad Dont

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PRESENTATION MADE ON JANUARY ISSUE OF MARKETING MASTERMIND

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Products May Die But Brnad Dont

  1. 1. “ THIS PRESENTATION IS MADE AFTER READING MARKETING MASTERMIND” JANUARY ISSUE Z 06/08/09
  2. 2. PRODUCTS MAY DIE BUT BRANDS DON’T <ul><li> Made by Amit Kumar Lal </li></ul>06/08/09
  3. 3. INTRODUCTION <ul><li>If you think brand will die you are having a wrong perception </li></ul><ul><li>Can you can forget </li></ul><ul><ul><li>Amul </li></ul></ul><ul><ul><li>Raymonds </li></ul></ul><ul><ul><li>Kanjivaram sarees </li></ul></ul><ul><ul><li>Jhonson and jhonson </li></ul></ul>06/08/09
  4. 4. Cont……….. <ul><li>No you cant because they are associated with products like butter , garments , baby care etc </li></ul><ul><li>Product may change but brand is the trust which is build over a long period of time </li></ul><ul><ul><li>Take some genereic brand examples </li></ul></ul><ul><ul><ul><li>Vanapati ( dalda) </li></ul></ul></ul><ul><ul><ul><li>Xerox (photocopy) </li></ul></ul></ul><ul><ul><ul><li>Fridge etc…. </li></ul></ul></ul>06/08/09
  5. 5. Brand concious generation <ul><li>Today young consumer are rally brand concious as disposable income is growing and they want good quality no one want to take chance </li></ul><ul><li>A foreign delegates want to reside in taj only because of brand may be some other hotel is giving more better service but “brand matters” </li></ul><ul><li>Now what should a brand do ?????? </li></ul>06/08/09
  6. 6. Continuous change in brands <ul><li>Brand which are at top today they are just because they changed themselves with time to time you have to be relevant with the consumer need </li></ul><ul><li>No single brand can claim to be best because whatever you sell or whatever may be the price someone is ready to give the best quality at cheaper price </li></ul>06/08/09
  7. 7. Provide strong customer experience <ul><li>Experiece can be of 2 types </li></ul><ul><ul><li>Either through products </li></ul></ul><ul><ul><li>Or through brand space in consumer minds </li></ul></ul><ul><li>Customer should be pleased by your product after using it and more ever it should be pscylogically satisfied for this purpose mind space should captured </li></ul>06/08/09
  8. 8. DEVELOP A DISTINC IDENTITY <ul><li>THERE are so many brand today but when I say garments you say raymonds because of distinct image they have which also makes their competitive edge </li></ul><ul><li>Thanda === coco cola </li></ul>06/08/09
  9. 9. Avoid myth marketing <ul><li>Myth marketing is a concept which say consumer is smart enough hence no one can lead them for this purpose brand should not emphasize on the colour advertisement and inviting offer </li></ul><ul><li>Deliver them the quality </li></ul>06/08/09
  10. 10. Be a brand icon <ul><li>Brand icon is the brand which has very strong influence on the target customer </li></ul><ul><li>Like shakespear and hence for this purpose brand should exciting for the target segment </li></ul>06/08/09
  11. 11. More steps for brand <ul><li>Provide value for money </li></ul><ul><ul><li>Today scenario is changing regularily sales promotion (2 + 1 ) offer are affecting brand and hence brand have to create trust that each penny is worth spent by the consumer </li></ul></ul><ul><li>Small trial packs </li></ul><ul><ul><li>Brand should come up with small trial packs so that consumer can try it to know its quality </li></ul></ul>06/08/09

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