Brand

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MARKETING COMMUNICATION UNIT-3

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Brand

  1. 1. SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  2. 2. A brand is a product with unique character, for instance in design or image. It is consistent and well recognised. SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  3. 3.           A brand is simply a logo e.g. McDonald‘s. A brand is a legal instrument, existing in a similar way to a patent or copyright. A brand is a company e.g. Coca-Cola. A brand is shorthand - not as straightforward. A brand is a risk reducer. The brand reassures you when in unfamiliar territory. A brand is positioning. It is situated in relation to other brands in the mind of the consumer as better, worse, quicker, slower, etc. A brand is a personality, beyond function e.g. Apple's iPod versus just any MP3 player. A brand is a cluster of values e.g. Google is reliable, ethical, invaluable, innovative and so on. A brand is a vision. Here managers aspire to see a brand with a cluster of values. In this context vision is similar to goal or mission. A brand is added value, where the consumer sees value in a brand over and above its competition e.g. Audi over Volkswagen, and Volkswagen over Skoda - despite similarities. SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  4. 4. A name, term, sign, symbol, or design used to identify the products of one firm and to differentiate them from competitive offerings.  Something used to show customers that one product is different than the products of another manufacturer. SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  5. 5. In 'blind' taste tests, people prefer the taste of Pepsi over the taste of Coke. However, if the test is not 'blind' and the tasters know which beverage is which, they prefer the taste of Coke over Pepsi! That is the emotional power of a brand. The first shape that was registered is the coca cola bottle. SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  6. 6.  Short, simple and easy to pronounce  Easy to recognise and remember  It should be appropriate  It should be registrable SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  7. 7. Product Category Existing Existing Brand Name New New Line extension Brand extension Multi brands New brands SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  8. 8.  E.g. 1) surf, surf-ultra, surf-excel 2) splendor, splendor +, super splendor, splendor pro.  Advantages:  This help to increase Brand power  Changing the consumer taste  Advertising and promotion cost is less  It provides good result in the market  To increase brand image SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  9. 9.  Advantages:  Easy acceptance  Increasing market share  Attract the new customer  Increase the goodwill SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  10. 10.  E.g. P& G and HUL  P&G „s tide and draft  HUL „s rexona and lux SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  11. 11.  Corporate brand  Distinct Brand  Umbrella Brand  Co-branding  Private brand  Generic brand (E.g. TATA) (E.g. P&G) (E.g. HUL) (E.g. HEROHONDA, Maruhti Suzuki) (E.g. Shopper’s stop) (E.g. XEROX , DALDA) SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  12. 12. Brand Planning Steps Steps Step One: • Learn marketing objectives and strategy • Write creative brief and define messages • Create timelines and budgets SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  13. 13. Branding Steps (continued) Step Two: • Develop concepts/taglines • Start visual (logo) research • Present initial creative approaches SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  14. 14. Branding Steps (continued) Step Three: • Develop outline and copy points per selected concept • Develop media strategy • Begin creating visual materials (photos/picture) SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  15. 15. Branding Steps (continued) Step Four: • Write full copy draft • Write final copy as per client comments • Start layouts SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  16. 16. Branding Steps (continued) Step Five: • Create and present full layout or e-design Step Six: • Develop final electronic files for print, or coding for web • Final execution and management of products (website launch, launch media campaign, print , ads placed, press etc.) SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  17. 17.  Competition is a contest between individual, groups, nations, animals etc…  Business is often associated with competition as most companies are in competition with at least one other firm over the same group of customer. SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  18. 18.  “Competition is the effort of two or more parties acting independently to secure the business of third party by offering the most favourable terms”. SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  19. 19.  Direct competition  Indirect competition SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  20. 20.  Find the common ground  Be relevant  The name impact the strategy  Be consistent and flexible SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  21. 21. Introduction to Global Advertising:  Global advertising(promotion) involves a variety of activities, ranging from point of purchase to satellite TV advertising and sponsorships.  Every organisation should try to make a uniformity in advertisement for all countries  In many cases, complete uniformity is impossible because of difference between countries in media availability, regulations of government.  SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  22. 22.  Components of Global Advertising:  Strategy  Organisation  Creativeness  Media  Television: TV advertising strong in china not in Europe countries.  Radio: Radio is a effective tool in all countries except Europe, in Europe it is monopoly of govt. SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  23. 23.  Print: Print media are strong in France and Germany, because of literacy rate.  Outdoor: outdoor media has a positive opinion in Japan, France, Russia rather than all other countries. SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  24. 24.  Advertising agency is organisation to provide service in creating advertising.  It is an independent house to provide service to clients  Some of agencies provide services like Branding, Marketing and Promotional Strategies for their client.  Its undertake the work of planning, preparing, executing advertising campaign for customers SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  25. 25.  According to PHILIP KOTLER “Advertising agency is a marketing service firm that assists its client in planning, preparing, implementing and evaluating various activities of advertising.”  According to BELCH“Advertising agency is a service organisation that specialised in planning and executing advertising program for its clients.” SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  26. 26.  Planning  Preparing  Advertising copy  Artwork: simple, easy to understand, logical, meaningful.  layout  execution SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  27. 27.  Independent organisation  It works for clients  Composed of creative people  Service and commercial organisation  Develops, prepares and places advertisement in media. SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  28. 28.  Understand the product  Plan and create an advertising  Advertising agencies to better communication  Its create business practices in global  It is an industry SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  29. 29.  Full service agencies  Media buying service  Creative boutiques  In house agencies  Specialised agencies (to create advertising for medicine, outdoor, social advertising) SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  30. 30.  Benefits of Ad-agency to clients:  Eliminate the need for advertising deportment  Services of experts  Reduction in media cost  To market research  Helps to allocate advertising budget SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  31. 31.  Assure risk free business  Takes away the sales job  Undertake the advertising scheduling  Reducing production cost (they can create complete advertisement ) SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  32. 32.  Researchers  Media planners  Creative team  Account managemet SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  33. 33. Introduce a new Product Creates new demand for product Expand market Assist personal selling Building brand image Employment opportunity  reducing the cost of goods SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  34. 34.  The Unique Selling Proportion (USP) is one of the marketing concept.  This concept developed by Rosser Reeves and Ted Bates as a theory to explain a pattern among successful advertising.  It state that the advertising should made unique proportion to customers.  A number of business and corporations currently use USPs as a basis for their marketing campaigns. SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  35. 35.  Each advertisement must make a proportion to the consumers. Not just words, not just product. Each advertisement must say to each reader “ Buy this product, and you will get this specific benefit.” SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  36. 36.  Use your biggest benefit  Be unique  Solve an industry performance gap  Be specific and offer proof  Condense into one clear sentence  Integrate your USP into all marketing materials  Deliver‟s on UPS promise SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  37. 37. SUNKARI SRIDHAR REDDY 11/12/2013 12:37:37 AM
  38. 38. Sunkari sridharreddy
  39. 39. A product is anything that can offered to market for attention, acquisition ,use, consumption that might satisfy a want or need.
  40. 40. PRODUCTS  Tangible products GOODS Intangible products SEVICES
  41. 41. tangibility Associated attributes Features of product Exchange value Intangible attributes Customer satisfaction
  42. 42. Unexpected features Potential product Luxury features Augmented product Expected features Expected product Basic features Basic product Generic product Core benefit
  43. 43. Durable products Consumer products, Business products
  44. 44.  Durable  Non-durable  Services
  45. 45. Shopping Products Convenience Products Specialty Products
  46. 46. Convenience goods – consumers use minimal effort for frequently purchased low cost items  Staples -  Emergency  desire goods – purchases –
  47. 47. • Product Item
  48. 48.  The assortment of products that a company offers to a market  Width – how many different product lines?  Length – the number of items in the product mix  Depth – The no. of variants offered in a product line  Consistency – how closely the product lines are related in usage
  49. 49. WIDTH Home Depot, Lowe‟s Tata Motors BUS # of lines = 4 LORRY # of items = 12 Tata Steel BARS Tata Tea Tata DTH GEMINI TEA PLATES CARS A wide product mix facilitates one stop shopping D E P T H
  50. 50. Width (# of product lines) HAIR CARE SALTY SNACKS Shampoo Chips DENTAL CARE SOFT DRINKS Tooth Brush Cola Tooth Paste Ginger Ale Conditione Nuts r Dental Floss Root Beer Crackers Hair Spray
  51. 51. New Product Development Process Step 1. Idea Generation Systematic Search for New Product Ideas Internal sources Customers Competitors Distributors Suppliers
  52. 52. Step 2. Idea Screening  Process to spot good ideas and drop poor ones  Technically feasibility  Financially viable
  53. 53. Step 3. Concept Development & Testing 1. Develop Product Ideas into Alternative Product Concepts 2. Concept Testing - Test the Product Concepts with Groups of Target Customers 3. Choose the Best One
  54. 54. Step 4. Marketing Strategy Development Part One - Overall: Target Market Planned Product Positioning Sales & Profit Goals Market Share Part Two - Short-Term: Product’s Planned Price Distribution Marketing Budget Part Three - Long-Term: Sales & Profit Goals Marketing Mix Strategy
  55. 55. Step 5. Business Analysis Step 6. Product Development Business Analysis Review of Product Sales, Costs, and Profits Projections to See if They Meet Company Objectives If No, Eliminate Product Concept If Yes, Move to Product Development
  56. 56. Step 7. Test Marketing Standard Test Market Controlled Test Market Full marketing campaign in a small number of representative cities. A few stores that have agreed to carry new products for a fee. Simulated Test Market Test in a simulated shopping environment to a sample of consumers.
  57. 57. Introducing the product into the market
  58. 58. Sales and Profits ($) Sales Profits Time Product Development Losses/ Investments ($) Introduction Growth Maturity Decline
  59. 59. Sales Low sales Costs High cost per customer Profits Negative Marketing Objectives Create product awareness and trial Product Offer a basic product Price Use cost-plus Distribution Build selective distribution Advertising Build product awareness among early adopters and dealers
  60. 60. Growth Stage of the PLC Sales Rapidly rising sales Costs Average cost per customer Profits Rising profits Marketing Objectives Maximize market share Product Offer product extensions, service, warranty Price Price to penetrate market Distribution Build intensive distribution Advertising Build awareness and interest in the mass market
  61. 61. Maturity Stage of the PLC Sales Peak sales Costs Low cost per customer Profits High profits Marketing Objectives Maximize profit while defending market share Product Diversify brand and models Price Price to match or best competitors Distribution Build more intensive distribution Advertising Stress brand differences and benefits
  62. 62. Decline Stage of the PLC Sales Declining sales Costs Low cost per customer Profits Declining profits Marketing Objectives Reduce expenditure and milk the brand Product Phase out weak items Price Cut price Distribution Go selective: phase out unprofitable outlets Advertising Reduce to level needed to retain hard-core loyal customers
  63. 63. PRODUCT Offer a basic product PRICE Cost +profit SALES PROMOTION Heavy expenditure to create trails Distribution Build selective distribution Advertising Build product awareness among early adopters and dealers
  64. 64. Growth Stage of the PLC Product Offer product extensions, service, warranty Price penetrate Price Distribution Build intensive distribution Advertising Build awareness and interest in the mass market Sales promotion Consumer demo
  65. 65. Maturity Stage of the PLC Product Diversify brand and models Price Price to match or beat competitors Distribution Build more intensive distribution Advertising Sales promotion Stress brand differences and benefits Encourage to brand switching
  66. 66. Decline Stage of the PLC Product Phase out weak items Price Cut price Distribution Go selective: phase out unprofitable outlets Reduce to level needed to retain hard-core loyal customers Advertising Sales promotion Reduce to minimal level
  67. 67.  An important concept associated with product development is the concept of reverse engineering.  It involves completely analysing competitive offerings.  Engineering is the profession involves design, manufacturing, and maintaining of product, system and structures.  At a higher level, there are two types of engineering.
  68. 68.  Forward engineering is a traditional process of moving from high-level abstraction and logical designs to physical implementation of a system.
  69. 69.  The process of duplicating an existing component or product with the aid of drawing, documentation is known as reverse engineering.
  70. 70.  Lost of documentation  Product analysis  Military intelligence  Removal of copy protection  Curiosity
  71. 71.  Make a duplication  Capture the market share  Concept design  Product packaging design  Its mostly helpful in  Manufacturing of press tolls  Plastic mold manufacturing  Fixtures manufacturing
  72. 72. THE END

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