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Session 20 MG 220 MBA - 21 Oct 10

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Session 20

Session 20
MG 220 Marketing Management
MBA 10

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Session 20 MG 220 MBA - 21 Oct 10 Presentation Transcript

  • 1. Part 5: Shaping the Marketing Offerings
    Review of Part 5:
    > Product Characteristics
    > Product & Brand Relationships
    > Differentiation
    > Packaging, Labeling, Warranties & Guarantees
    > Discussion on Mid-Term
    Class Presentation | Session 20 | 21 Oct 2010
  • 2. Devising Brand Strategy (leftover from Chap 10)
    Brand Portfolios
    All brands have boundaries and can be stretched only to a certain limit
    Brand Portfolio is set of all brand and brand lines a particular firm offers for sale to buyers in a particular category
    Brands can play following roles in a portfolio
    Flankers
    Cash Cows
    Low-end entry-level
    High-end prestige
    MG 220 Marketing Management
    2
  • 3. Seminar on Marketing
    4Ps of Marketing
    Marketing Strategies by different brands
    Seminar on Marketing | Session 19 | 20 Oct 2010
  • 4. Part 5: Shaping the Marketing Offerings
    Detailed Discussion:
    > Product Characteristics
    > Product & Brand Relationships
    > Differentiation
    > Packaging, Labeling, Warranties & Guarantees
    > Case Study session: Case Study LEGO
    Class Presentation | Session 21 | 25 Oct 2010