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Lecture 6    Brand  Management
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Lecture 6 Brand Management

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  • 1. Brand Management Lecture 6 PT MBA – Year 1 Trimester III
  • 2. Today’s topics
    • Integrated Marketing Communications for Brand Equity Building
    • Information Processing Model of Communications
    • Integrated Marketing Communication Programs
  • 3. Role of Marketing Communications
    • Inform, Persuade and Remind
    • Voice of the Brand
    • Biggest evidence of the brand after the product itself
    • Ability to elicit “differential response” for the brand
    1. Current Brand Knowledge 2. Desired Brand Knowledge 3. Communication
    • What is your current Brand Knowledge?
    • Have you created a detailed mental map?
    • How does the comm. option help the brand get from current to desired knowledge with consumers?
    • What is your desired brand knowledge?
    • Have you defined optimum POD, POP and brand values?
  • 4. Information Processing Model
    • Six Steps of William McGuire on desired effect of communication
    • Exposure – seeing or hearing
    • Attention – noticing
    • Comprehension – understand the message
    • Yielding – Favorable response
    • Intentions – Desire to act
    • Behaviour – Actual action
    • Pitfalls
    • Media plan failure to reach audience
    • Boring creative
    • Lack of category knowledge
    • False claims
    • Lack of immediate perceived need
    • Failure to recall
  • 5. Information Processing Model - Desirables
    • Right consumer exposed to right message at right place and time
    • Creative strategy causes the person to notice the ad without distracting him from the central message
    • The ad addresses consumers understanding of brand and product
    • Delivery towards POD and POP
    • The ad persuades the customer to purchase
    • The ad gives instant recall to customer at point of purchase
  • 6. Promotion mix
    • Advertising
    • Public Relations
    • Direct Marketing
    • Point of purchase advertising
    • Trade and consumer promotions
    • Event sponsorships
    • Concept of Activations
    • Digital Media
    • Personal Selling
  • 7. Promotion mix
    • Advertising
    • Public Relations
    • Direct Marketing
    • Point of purchase advertising
    • Trade and consumer promotions
    • Event sponsorships
    • Concept of Activations
    • Digital Media
    • Personal Selling
    • Broadcast – TV, Radio, Cable
    • Print – Magazine, Newspaper, Journals
    • Cinema / Dramas
    • Out-of-home (calcium sandoz)
    • Events sponsorship
    • Digital – Internet and Mobile
  • 8. Promotion mix
    • Advertising
    • Public Relations
    • Direct Marketing
    • Point of purchase advertising
    • Trade and consumer promotions
    • Event sponsorships
    • Concept of Activations
    • Digital Media
    • Credibility
    • Being “newsy”
    • Press releases
    • Thought leadership
    • Maverick companies and PR Case – Vanguard Funds
  • 9. Promotion mix
    • Advertising
    • Public Relations
    • Direct Marketing
    • Point of purchase advertising
    • Trade and consumer promotions
    • Event sponsorships
    • Concept of Activations
    • Digital Media
    • Toll free numbers
    • Response coupon mailers
    • Tele-calls
    • Permission based marketing
  • 10. Promotion mix
    • Advertising
    • Public Relations
    • Direct Marketing
    • Point of purchase advertising
    • Trade and consumer promotions
    • Event sponsorships
    • Concept of Activations
    • Digital Media
    • Shelf talkers
    • Aisle Markers
    • Shopping Card ads
    • In-store radio / tv (Jumbo king)
  • 11. Promotion mix
    • Advertising
    • Public Relations
    • Direct Marketing
    • Point of purchase advertising
    • Trade and consumer promotions
    • Event sponsorships
    • Concept of Activations
    • Digital Media
    • Trade promos
      • Deals and buying allowances
      • PoP allowances
      • Incentives/ contests
      • Training
      • Trade Shows
      • Cooperative advertising
    • Consumer promos
      • samples
      • Discounts
      • Bonus packs
      • Rebates…e.t.c.
  • 12. Promotion mix
    • Advertising
    • Public Relations
    • Direct Marketing
    • Point of purchase advertising
    • Trade and consumer promotions
    • Event sponsorships
    • Concept of Activations
    • Digital Media
    • Sports
    • Arts
    • Entertainment
    • Fairs and Festivals
    • Cause Related
  • 13. Promotion mix
    • Advertising
    • Public Relations
    • Direct Marketing
    • Point of purchase advertising
    • Trade and consumer promotions
    • Event sponsorships
    • Concept of Activations
    • Digital Media
    • Local Area Marketing
    • Engaging vs. Intruding
    • Intended to bring about change in behaviour
    • Uses local media to promote an activity related to the brand
  • 14. Promotion mix
    • Advertising
    • Public Relations
    • Direct Marketing
    • Point of purchase advertising
    • Trade and consumer promotions
    • Event sponsorships
    • Concept of Activations
    • Digital Media
    • Internet
      • Banners – CPC and CPM
      • Search – Sponsored and organic
      • Custom Sites
      • Gaming (eg Second life)
      • Social Media and Blogs
    • Mobile
      • Sms and value added serv.
      • Content
      • Blue-casting
      • Rich content
  • 15. Characteristic of each medium
    • Television?
      • Audio + video
      • High reach and impact …. More
    • Newspapers?
    • Magazines?
    • Direct Response?
    • Outdoors?
    Can only one medium, say TV serve our purpose??
  • 16. Flashback Doordarshan, Humlog, Ramayan, Chitrahaar, Sunday movies, He-man, Spiderman, Samachaar AIR, Vividhbharati, Cibaca Geetmala, Bournvita Quiz contest
  • 17. Today…..
  • 18. Need for integrated media
    • Media usage is far more fragmented
    • Urban populace is spending more time out-of-home
    • Customers are well informed. Information travels fast
    • The retail marketplace is getting organized
    • Technology is becoming more and more user friendly
    • Internet and Mobile show promising prospects
  • 19. Case Study – Women Horlicks
    • Brand Challenge – The change needed
    • The new Target audience – Working Woman
    • TV commercial with Konkona Sen
    • Website – Indianwomenshealth.com
    • Events sponsorship – Woman’s day event – Yami
    • “ Micronutrients recommended by WHO”
    • “ no added sugar. Less fat”
    • Doctor’s contact programme
  • 20. Integrated Media mix Public Relations Internet Presence Television and Print Audience
  • 21. Matching communication options
    • Coverage – proportion of Audience reached
    • Contribution – ability to create desired response
    • Commonality – consistency across media
    • Complementarity
    • Versatility
    • Cost
  • 22. Guidelines for Integrated Communications
    • Be
    • Analytical – consumer behavior
    • Curious – understand whats of value to customers
    • Single – minded
    • Integrative – consistency in message
    • Creative
    • Observant – keep track
    • Patient – long- term
    • Realistic

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