Brand management


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Brand management

  1. 1. Brand management
  2. 2. When the tail wags the Dog Reach toothpaste
  3. 3. REACH® CLEANPASTE™Removes up to 52% more plaque than Glide® Original Mint™1High impact icy mint flavorProvides a just-brushed feelingNo messy toothpaste residueAvailable in 5-yard trial sizes
  4. 4. REACH® CLEAN BURST™Clinically proven to clean 61% more plaque than Glide® Original Mint™ and up to 54% more plaque than Oral-B® SATINfloss®1Intense flavorICY PEPPERMINT™, BERRY MINT™, Cinnamon flavorAvailable in 5-yard trial sizes, 200-yard refill
  5. 5. REACH® ACCESS® FLOSSERRecommended especially for non-flossing patientsSnap-on disposable headsElongated handle effortlessly reaches back teethFits in any toothbrush holder as a daily reminderComes with replacement headsAvailable in 1-count handle + head
  6. 6. REACH® EASY SLIDE® FlossHas earned the ADA Seal of AcceptanceSlides easily between tight teethAvailable in mint waxed and unflavored waxedShred-resistant
  7. 7. CharactersSushil Menin – Sales agentBhailal– A RetailerRadha – Marketing managerAdil Mistri – Sales agent
  8. 8. ProblemsRetail mafiaLoss of brand powerRetailer as the decision makerBrand differentiationAggressive push in the marketNo profitsSmall manufacturers being eaten out.Promotion cost
  9. 9. Toothpaste Segmentation Four main segments Sensory segment  Flavor and product appearance Flavor, Sociables Brightness  Brightness of teeth Worriers  Decay Prevention Independent Decay  Low Price Prevention
  10. 10. Retailer’s VantageHuge incentivesAggressive push strategyLimited shelf spaceOffers and promotional schemesLoss of product differentiationDepletion of brand power
  11. 11. Retailer – The Differentiator
  12. 12. Brand Differentiation
  13. 13. Why?Various products in the same segment.Market leaderImageBrand personalityPull and not push
  14. 14. Push and Pull Diaries
  15. 15. Pull StrategyIn case of using a pull strategy, marketing efforts are directed at the ultimate consumer and consumer promotions such as consumer contests and sweepstakes, rebates, coupons, free samples, consumer premiums, etc are used.  If this strategy is also chosen to include advertising, then, there are large advertising expenditures.  
  16. 16. Ideal PullThe product demand as high.It is possible to differentiate the product on the basis of real or emotional features.Brand consumers show high degree of involvement in the product purchase, There is reasonably high brand loyalty andConsumers make brand choice decision before they go to the store.
  17. 17. Advertising Or Product Promotion
  18. 18. Advertising or Promotion By using a variety of  Besides giving reasons persuasive appeals, it in the form of different offers reasons to buy a appeals, they offer product or service.  incentive to the Eg: Good Network, consumers to buy the Promises and Delivers product or service now. Appeals are emotional Eg.For new users, 1HUTCH or functional in nature. no is given free for 1 Eg: the current ad of month & sms is free for “Wherever you go, our 3 months. network follows”  Appeals are rational Time-frame is long term.    It justifies whatever it says.  Time frame is short
  19. 19. The primary objective To get sales quickly or is to create an to induce trial enduring brand image Direct in approach toIndirect and subtle induce consumers to approach towards buy a product or persuading customers service immediately to buy a product or by temporarily service. changing the existing price-value relationship of the product or service.
  20. 20. What customers want?A toothpastePsychological satisfactionChange in brandSubjective catch for different ages.
  21. 21. Recommendations
  22. 22. Fighting Back
  23. 23. Principle of differentiationBrand clutterPromotional differentiation.Packaging differentiationPrice differentiationContent differentiationAdvertising differentiation
  24. 24. Principle of relevanceBased on advantages of efficiency & economy, desirable to create associations that are relevant to as many brands as possible.Reach and its advantagesReach as an emotion
  25. 25. Principle of simplicityBased on need to provide right amount of information to consumers.Low customer involvement.Why reach is better?A catch line.
  26. 26. Customer loyalty
  27. 27. Resonance ModelBrand resonance is characterized by strongconnections between the consumer and thebrand.Brands with strong resonance benefit fromincreased customer loyalty and decreasedvulnerability to competitive marketing actions.The challenge for the brand is to ensure thatthe customer has the right experiences tocreate the right brand knowledge.
  28. 28. Subdimensions of brand building model Loyalty Resonanc Attachment e Community Engagement Quality Warmth,Fun Judgment Credibility Excitement Feelings Consideration Security Superiority Social approval, Self-respect Primary charateristics& User profiles Secondary features Purchase & usage situationsPerformanc Product reliability Personality & valuese Durability & servicability History, heritageImagery Service effectiveness & Experiences Efficiency & empathy Style & design, Price Category identification Need satisfied Salience
  29. 29. loyalt y Whitenes Quality mark s and redefined hologramsLong lasting More and various than 20flavors years of trust Family toothpaste
  30. 30. Other ConsiderationsIndustry standardsEarn and let earn policyTalking to the retailers
  31. 31. conclusion
  32. 32. Thank YouAnurag HuriaKeshav GoelNavdeep KhuranaSheeba Agha