Your SlideShare is downloading. ×
0
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle Products
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Brand Equity for Short Life Cycle Products

1,178

Published on

Published in: Technology, Business
1 Comment
1 Like
Statistics
Notes
  • Hey! I like your presentation. Could you please point me in the direction of academic researches that refer to reality series such as American Idols as fads? Thanks!
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
1,178
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
1
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Presented by: Prashant Saxena Priya Rammohan Department of Management Studies Indian Institute of Technology, Madras
  • 2. IIT Madras 07/19/09 2
  • 3. IIT Madras 07/19/09 3
  • 4. IIT Madras 07/19/09 4
  • 5.  The PLC concept is one of the most important concepts in marketing.  The PLC consists of four stages: De line c IIT Madras 07/19/09 5
  • 6.  The products that follow a short PLC are called “Fads”  Some recent Fads:  1960’s - Banana Seats, Rickie Tickie Stickers, Bellbottoms & Platform Shoes.  1970’s - Dashboard Hula Girls, Mexican Jumping Beans, Daisy Dukes & Disco Music.  1980’s - Penny Loafers, Jelly Shoes, Friendship Bracelets & Break Dancing.  1990’s - Polly Pocket Toys, Napster, Beanie Babies & Furby.  2000’s - Energy Drinks, American Idol, Flare Jeans & Suped Up Cars. IIT Madras 07/19/09 6
  • 7. FADS Literary Works FMC Ind try G us FADS IIT Madras 07/19/09 7
  • 8. IIT Madras 07/19/09 8
  • 9. IIT Madras 07/19/09 9
  • 10. IIT Madras 07/19/09 10
  • 11. IIT Madras 07/19/09 11
  • 12. IIT Madras 07/19/09 12
  • 13. IIT Madras 07/19/09 13
  • 14. IIT Madras 07/19/09 14
  • 15. IIT Madras 07/19/09 15
  • 16. IIT Madras 07/19/09 16
  • 17. IIT Madras 07/19/09 17
  • 18. “The consumer isn't a moron; she is your wife.” David Ogilvy IIT Madras 07/19/09 18
  • 19. IIT Madras 07/19/09 19
  • 20. IIT Madras 07/19/09 20
  • 21. Consumer Promotion Product Buying Distribution Design Attention Behaviour Span Advertising Utility Quality Purchasing Power Products with Short Life Cycle Profit Margin Implicit Cost Resale Value Channel Explicit Locations Price Wars Cost Discounts Distribution Strategies Channel Producer Place Price IIT Madras 07/19/09 21
  • 22. IIT Madras 07/19/09 22
  • 23.  Short attention span of the present generation  Varying Consumer Choice  Lack of availability of the product at all joints  Expensive with no long term benefits IIT Madras 07/19/09 23
  • 24.  Lack of significant usage  Disappearance of motivating factors that induce buying behavior  Fatigue Factor  Utility of the product is for a short period and/or a specific cause IIT Madras 07/19/09 24
  • 25. IIT Madras 07/19/09 25
  • 26. IIT Madras 07/19/09 26
  • 27. IIT Madras 07/19/09 27
  • 28.  The Kane’s Simulation Model  The methodology adopted:  All variables are converted from Nominal to Ordinal scale  Any variable of human significance can be transformed into a zero to one scale  As a variable’s magnitude increases, it has a larger effect on the rest of the system  Net change in variable is a result of net impact of all variables on the particular variable. IIT Madras 07/19/09 28
  • 29.  SCALE:  0.8 ≤ Very High ≤ 1  0.6 ≤ High < 0.8  0.4 ≤ Moderate < 0.6  0.2 ≤ Low < 0.4  0 ≤ Very Low < 0.2  VARIABLES:  Short attention span of the present generation – 0.5  Variation in Consumers’ choice – 0.6  Lack of availability of the product at all joints – 0.3  Expensive with no long term benefits – 0.7  Lack of significant usage – 0.8  Disappearance of motivating factors that induce buying behavior – 0.5  Increase in Fatigue Factor – 0.7  Utility of the product is for a short period and/or a specific cause – 0.8 IIT Madras 07/19/09 29
  • 30. IIT Madras 07/19/09 30
  • 31. IIT Madras 07/19/09 31
  • 32. IIT Madras 07/19/09 32
  • 33. IIT Madras 07/19/09 33
  • 34.  Fads have been famous since the early 1920s  Fads are immensely popular and every individual has used a fad at least once in their life time  An incentive for marketers to increase the product life cycle of fads  Innovative Integrated Market Communication is the way to develop Brand Equity of Fads IIT Madras 07/19/09 34
  • 35. IIT Madras 07/19/09 35

×