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Lecture 6    Brand  Management
 

Lecture 6 Brand Management

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    Lecture 6    Brand  Management Lecture 6 Brand Management Presentation Transcript

    • Brand Management Lecture 6 PT MBA – Year 1 Trimester III
    • Today’s topics
      • Integrated Marketing Communications for Brand Equity Building
      • Information Processing Model of Communications
      • Integrated Marketing Communication Programs
    • 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?
    • 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
    • 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
    • Promotion mix
      • Advertising
      • Public Relations
      • Direct Marketing
      • Point of purchase advertising
      • Trade and consumer promotions
      • Event sponsorships
      • Concept of Activations
      • Digital Media
      • Personal Selling
    • 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
    • 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
    • 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
    • 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)
    • 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.
    • 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
    • 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
    • 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
    • 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??
    • Flashback Doordarshan, Humlog, Ramayan, Chitrahaar, Sunday movies, He-man, Spiderman, Samachaar AIR, Vividhbharati, Cibaca Geetmala, Bournvita Quiz contest
    • Today…..
    • 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
    • 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
    • Integrated Media mix Public Relations Internet Presence Television and Print Audience
    • Matching communication options
      • Coverage – proportion of Audience reached
      • Contribution – ability to create desired response
      • Commonality – consistency across media
      • Complementarity
      • Versatility
      • Cost
    • 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