Brand mgmt


Published on

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • The L'eggs packaging promotes communication benefits by enhancing brand recognition.
  • The DVD player product life cycle shows the classic shape of a product from introduction to growth to the onset of maturity.
  • Service quality is evaluated by comparing expectations of a service offering to the actual experience a consumer has with the service based on the five dimensions identified in the figure.
  • The figure shows the sequence of steps or flowchart that make up the service delivery process for a car rental agency. The service encounters enable marketers to conduct a customer contact audit.
  • Brand mgmt

    1. 2. Product Life Cycle <ul><ul><li>The product life cycle describes the stages a new product goes through in the marketplace: introduction, growth, maturity, and decline. </li></ul></ul>
    2. 3. Brand Name <ul><ul><li>A brand name is any word, device (design, shape, sound, or color), or combination of these used to distinguish a seller’s goods or services. </li></ul></ul>
    3. 4. Brand Personality <ul><ul><li>A brand personality is a set of human characteristics associated with a brand name. </li></ul></ul>
    4. 5. Brand Equity <ul><ul><li>Brand equity is the added value a given brand name gives to a product beyond the functional benefits provided. </li></ul></ul>
    5. 6. Multiproduct Branding <ul><ul><li>Multiproduct branding is a branding strategy in which a company uses one name for all its products in a product class. </li></ul></ul>
    6. 7. Multibranding <ul><ul><li>Multibranding is a branding strategy that involves giving each product a distinct name when each brand is intended for a different market segment. </li></ul></ul>
    7. 8. Packaging <ul><ul><li>Packaging is a component of a product that refers to any container in which it is offered for sale and on which label information is conveyed. </li></ul></ul>
    8. 9. Capacity Management <ul><ul><li>Capacity management involves integrating the service component of the marketing mix with efforts to influence consumer demand. </li></ul></ul>
    9. 10. Off-Peak Pricing <ul><ul><li>Off-peak pricing consists of charging different prices during different times of the day or days of the week to reflect variations in demand for the service. </li></ul></ul>
    10. 11. THE PRODUCT LIFE CYCLE <ul><li>Product Life Cycle </li></ul><ul><li>Primary Demand </li></ul><ul><li>Introduction Stage </li></ul><ul><li>Selective Demand </li></ul><ul><li>Skimming Pricing Strategy </li></ul><ul><li>Penetration Pricing Strategy </li></ul>
    11. 12. How stages of the product life cycle relate to a firm’s marketing objectives and marketing mix actions
    12. 13. Product life cycle for the stand alone fax machine for business use: 1970–2008
    13. 14. THE PRODUCT LIFE CYCLE <ul><li>Repeat Purchasers </li></ul><ul><li>Growth Stage </li></ul><ul><li>Deletion </li></ul><ul><li>Harvesting </li></ul><ul><li>Maturity Stage </li></ul><ul><li>Decline Stage </li></ul>
    14. 15. Honda Insight Hybrid Automobile and Casio EXILM Digital Camera What stage of the product life cycle?
    15. 16. THE PRODUCT LIFE CYCLE <ul><li>Length of the Product Life Cycle </li></ul><ul><li>Some Dimensions of the Product Life Cycle </li></ul><ul><li>Shape of the Product Life Cycle </li></ul><ul><li>Generalized Life Cycle </li></ul><ul><li>High-Learning Product </li></ul><ul><li>Fashion Product </li></ul><ul><li>Low-Learning Product </li></ul><ul><li>Fad </li></ul>
    16. 17. FIGURE 11-3 Alternative product life cycles
    17. 18. THE PRODUCT LIFE CYCLE <ul><li>Some Dimensions of the Product Life Cycle </li></ul><ul><li>Diffusion of Innovation </li></ul><ul><li>Innovators </li></ul><ul><li>Early Adopters </li></ul><ul><li>Late Majority </li></ul><ul><li>Early Majority </li></ul><ul><li>Laggards </li></ul><ul><li>The Life Cycle and Consumers </li></ul>
    18. 19. Five categories and profiles of product adopters
    19. 20. Concept Check 1. Advertising plays a major role in the __________ stage of the product life cycle, and sales promotion _ plays a major role in maturity. <ul><ul><li>introductory </li></ul></ul>
    20. 21. Concept Check 2. How do high-learning and low-learning products differ? <ul><ul><li>A: A high-learning product requires significant customer education and there is an extended introductory period. A low-learning product requires little customer education because the benefits of purchase are readily understood, resulting in immediate sales. </li></ul></ul>
    21. 22. MANAGING THE PRODUCT LIFE CYCLE <ul><li>Product Modification </li></ul><ul><li>Market Modification </li></ul><ul><li>Modifying the Product </li></ul><ul><li>Modifying the Market </li></ul><ul><li>Finding New Users </li></ul><ul><li>Increasing Use </li></ul><ul><li>Creating New Use Situations </li></ul>
    22. 23. Milk Processor Education Program What modification strategy?
    23. 24. MANAGING THE PRODUCT LIFE CYCLE <ul><li>Repositioning the Product </li></ul><ul><li>Product Repositioning </li></ul><ul><li>Trading Up </li></ul><ul><li>Trading Down </li></ul><ul><li>Downsizing </li></ul><ul><li>Reacting to a Competitor’s Position </li></ul><ul><li>Catching a Rising Trend </li></ul><ul><li>Changing the Value Offered </li></ul>
    24. 25. Concept Check 1. What does “creating new use situations” mean in managing a product’s life cycle? <ul><ul><li>A: Finding new uses or applications for an existing product . </li></ul></ul>
    25. 26. Concept Check 2. Explain the difference between trading up and trading down in repositioning. <ul><ul><li>A: Trading up involves adding value to the product (or line) through additional features or higher-quality materials. Trading down involves reducing the number of features, quality, or price, or downsizing—reducing the content of packages without changing package size and maintaining or increasing the package price . </li></ul></ul>
    26. 27. BRANDING AND BRAND MANAGEMENT <ul><li>Branding </li></ul><ul><li>Brand Name </li></ul><ul><li>Logotype or Logo </li></ul>
    27. 28. BRANDING AND BRAND MANAGEMENT <ul><li>Brand Personality and Brand Equity </li></ul><ul><li>Brand Personality </li></ul><ul><li>Brand Licensing </li></ul><ul><li>Brand Equity </li></ul><ul><li>Creating Brand Equity </li></ul><ul><li>Valuing Brand Equity </li></ul>
    28. 29. got2b Hair Products and Mambo Fragrances What are their brand personalities?
    29. 30. Customer-based brand equity pyramid
    30. 31. Hummer Footwear by Roper How does brand licensing create brand equity?
    31. 32. BRANDING AND BRAND MANAGEMENT <ul><li>Picking a Good Brand Name </li></ul><ul><li>Suggest the Product Benefits </li></ul><ul><li>Be Memorable, Distinctive, and Positive </li></ul><ul><li>Fit the Company or Product Image </li></ul><ul><li>Have No Legal or Regulatory Restrictions </li></ul><ul><li>Be Simple and Emotional </li></ul><ul><li>International: Be Nonmeaningful </li></ul>
    32. 33. BRANDING AND BRAND MANAGEMENT <ul><li>Branding Strategies </li></ul><ul><li>Multiproduct Branding (Family/Corporate) </li></ul><ul><li>Line Extension </li></ul><ul><li>Subbranding </li></ul><ul><li>Brand Extension </li></ul>
    33. 34. Alternative branding strategies
    34. 35. BRANDING AND BRAND MANAGEMENT <ul><li>Branding Strategies </li></ul><ul><li>Multibranding </li></ul><ul><li>Private Branding (Private Labeling/Reseller) </li></ul><ul><li>Fighting Brands </li></ul><ul><li>Mixed Branding </li></ul>
    35. 36. Black & Decker and DeWalt Tools What is each firm’s branding strategy and why?
    36. 37. <ul><li>Packaging </li></ul><ul><li>Label </li></ul>CREATING CUSTOMER VALUE THROUGH PACKAGING AND LABELING <ul><li>Communication Benefits </li></ul><ul><li>Functional Benefits </li></ul><ul><li>Perceptual Benefits </li></ul>
    37. 38. L’eggs Sheer Energy What packaging benefits?
    38. 39. Lay’s Stax and Pringles What packaging benefits?
    39. 40. Celestial Seasonings Tea What packaging benefits?
    40. 41. <ul><li>Exclusivity </li></ul><ul><li>Branding </li></ul><ul><li>Product (Service) </li></ul>MANAGING THE MARKETING OF SERVICES <ul><li>Capacity Management </li></ul>
    41. 42. McDonald’s Why is a logo an important aspect of branding?
    42. 43. <ul><li>Pricing </li></ul>MANAGING THE MARKETING OF SERVICES <ul><li>Off-Peak Pricing </li></ul><ul><li>Place (Distribution) </li></ul><ul><li>Promotion </li></ul>
    43. 44. United States Postal Service Why do service organizations advertise?
    44. 45. Concept Check 1. What is the difference between a line extension and a brand extension? <ul><ul><li>A: A line extension is the practice of using a current brand name to enter a new market segment in its product class. A brand extension is the practice of using a current brand name to enter a completely different product class. </li></ul></ul>
    45. 46. Concept Check <ul><ul><li>A: A package’s color, shape, and graphics can connote status, economy, and product quality. </li></ul></ul>2. Explain the role of packaging in terms of perception.
    46. 47. Concept Check 3. How do service businesses use off-peak pricing? <ul><ul><li>A: Service businesses charge different prices during different times of the day or days of the week to reflect variations in demand for the service. </li></ul></ul>
    47. 48. FIGURE 11-A DVD player product life cycle
    49. 50. FIGURE 11-B Dimensions of service quality
    50. 51. Customer contact audit for a car rental (green shaded boxes indicate customer activity)
    52. 53. ACT II Butter Lover’s Microwave Popcorn
    53. 55. ACT II Microwave Popcorn (The Classics)
    54. 56. ACT II Microwave Popcorn (Special Features)
    55. 57. ACT II Microwave Popcorn (Other)
    57. 59. Breathe Right Strip CNS Breathe Right
    58. 60. Breathe Right Strip Instructions