Lecture 6 Brand Management

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Lecture 6 Brand Management

  1. 1. Brand Management Lecture 6 PT MBA – Year 1 Trimester III
  2. 2. Today’s topics <ul><li>Integrated Marketing Communications for Brand Equity Building </li></ul><ul><li>Information Processing Model of Communications </li></ul><ul><li>Integrated Marketing Communication Programs </li></ul>
  3. 3. Role of Marketing Communications <ul><li>Inform, Persuade and Remind </li></ul><ul><li>Voice of the Brand </li></ul><ul><li>Biggest evidence of the brand after the product itself </li></ul><ul><li>Ability to elicit “differential response” for the brand </li></ul>1. Current Brand Knowledge 2. Desired Brand Knowledge 3. Communication <ul><li>What is your current Brand Knowledge? </li></ul><ul><li>Have you created a detailed mental map? </li></ul><ul><li>How does the comm. option help the brand get from current to desired knowledge with consumers? </li></ul><ul><li>What is your desired brand knowledge? </li></ul><ul><li>Have you defined optimum POD, POP and brand values? </li></ul>
  4. 4. Information Processing Model <ul><li>Six Steps of William McGuire on desired effect of communication </li></ul><ul><li>Exposure – seeing or hearing </li></ul><ul><li>Attention – noticing </li></ul><ul><li>Comprehension – understand the message </li></ul><ul><li>Yielding – Favorable response </li></ul><ul><li>Intentions – Desire to act </li></ul><ul><li>Behaviour – Actual action </li></ul><ul><li>Pitfalls </li></ul><ul><li>Media plan failure to reach audience </li></ul><ul><li>Boring creative </li></ul><ul><li>Lack of category knowledge </li></ul><ul><li>False claims </li></ul><ul><li>Lack of immediate perceived need </li></ul><ul><li>Failure to recall </li></ul>
  5. 5. Information Processing Model - Desirables <ul><li>Right consumer exposed to right message at right place and time </li></ul><ul><li>Creative strategy causes the person to notice the ad without distracting him from the central message </li></ul><ul><li>The ad addresses consumers understanding of brand and product </li></ul><ul><li>Delivery towards POD and POP </li></ul><ul><li>The ad persuades the customer to purchase </li></ul><ul><li>The ad gives instant recall to customer at point of purchase </li></ul>
  6. 6. Promotion mix <ul><li>Advertising </li></ul><ul><li>Public Relations </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Point of purchase advertising </li></ul><ul><li>Trade and consumer promotions </li></ul><ul><li>Event sponsorships </li></ul><ul><li>Concept of Activations </li></ul><ul><li>Digital Media </li></ul><ul><li>Personal Selling </li></ul>
  7. 7. Promotion mix <ul><li>Advertising </li></ul><ul><li>Public Relations </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Point of purchase advertising </li></ul><ul><li>Trade and consumer promotions </li></ul><ul><li>Event sponsorships </li></ul><ul><li>Concept of Activations </li></ul><ul><li>Digital Media </li></ul><ul><li>Personal Selling </li></ul><ul><li>Broadcast – TV, Radio, Cable </li></ul><ul><li>Print – Magazine, Newspaper, Journals </li></ul><ul><li>Cinema / Dramas </li></ul><ul><li>Out-of-home (calcium sandoz) </li></ul><ul><li>Events sponsorship </li></ul><ul><li>Digital – Internet and Mobile </li></ul>
  8. 8. Promotion mix <ul><li>Advertising </li></ul><ul><li>Public Relations </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Point of purchase advertising </li></ul><ul><li>Trade and consumer promotions </li></ul><ul><li>Event sponsorships </li></ul><ul><li>Concept of Activations </li></ul><ul><li>Digital Media </li></ul><ul><li>Credibility </li></ul><ul><li>Being “newsy” </li></ul><ul><li>Press releases </li></ul><ul><li>Thought leadership </li></ul><ul><li>Maverick companies and PR Case – Vanguard Funds </li></ul>
  9. 9. Promotion mix <ul><li>Advertising </li></ul><ul><li>Public Relations </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Point of purchase advertising </li></ul><ul><li>Trade and consumer promotions </li></ul><ul><li>Event sponsorships </li></ul><ul><li>Concept of Activations </li></ul><ul><li>Digital Media </li></ul><ul><li>Toll free numbers </li></ul><ul><li>Response coupon mailers </li></ul><ul><li>Tele-calls </li></ul><ul><li>Permission based marketing </li></ul>
  10. 10. Promotion mix <ul><li>Advertising </li></ul><ul><li>Public Relations </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Point of purchase advertising </li></ul><ul><li>Trade and consumer promotions </li></ul><ul><li>Event sponsorships </li></ul><ul><li>Concept of Activations </li></ul><ul><li>Digital Media </li></ul><ul><li>Shelf talkers </li></ul><ul><li>Aisle Markers </li></ul><ul><li>Shopping Card ads </li></ul><ul><li>In-store radio / tv (Jumbo king) </li></ul>
  11. 11. Promotion mix <ul><li>Advertising </li></ul><ul><li>Public Relations </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Point of purchase advertising </li></ul><ul><li>Trade and consumer promotions </li></ul><ul><li>Event sponsorships </li></ul><ul><li>Concept of Activations </li></ul><ul><li>Digital Media </li></ul><ul><li>Trade promos </li></ul><ul><ul><li>Deals and buying allowances </li></ul></ul><ul><ul><li>PoP allowances </li></ul></ul><ul><ul><li>Incentives/ contests </li></ul></ul><ul><ul><li>Training </li></ul></ul><ul><ul><li>Trade Shows </li></ul></ul><ul><ul><li>Cooperative advertising </li></ul></ul><ul><li>Consumer promos </li></ul><ul><ul><li>samples </li></ul></ul><ul><ul><li>Discounts </li></ul></ul><ul><ul><li>Bonus packs </li></ul></ul><ul><ul><li>Rebates…e.t.c. </li></ul></ul>
  12. 12. Promotion mix <ul><li>Advertising </li></ul><ul><li>Public Relations </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Point of purchase advertising </li></ul><ul><li>Trade and consumer promotions </li></ul><ul><li>Event sponsorships </li></ul><ul><li>Concept of Activations </li></ul><ul><li>Digital Media </li></ul><ul><li>Sports </li></ul><ul><li>Arts </li></ul><ul><li>Entertainment </li></ul><ul><li>Fairs and Festivals </li></ul><ul><li>Cause Related </li></ul>
  13. 13. Promotion mix <ul><li>Advertising </li></ul><ul><li>Public Relations </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Point of purchase advertising </li></ul><ul><li>Trade and consumer promotions </li></ul><ul><li>Event sponsorships </li></ul><ul><li>Concept of Activations </li></ul><ul><li>Digital Media </li></ul><ul><li>Local Area Marketing </li></ul><ul><li>Engaging vs. Intruding </li></ul><ul><li>Intended to bring about change in behaviour </li></ul><ul><li>Uses local media to promote an activity related to the brand </li></ul>
  14. 14. Promotion mix <ul><li>Advertising </li></ul><ul><li>Public Relations </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Point of purchase advertising </li></ul><ul><li>Trade and consumer promotions </li></ul><ul><li>Event sponsorships </li></ul><ul><li>Concept of Activations </li></ul><ul><li>Digital Media </li></ul><ul><li>Internet </li></ul><ul><ul><li>Banners – CPC and CPM </li></ul></ul><ul><ul><li>Search – Sponsored and organic </li></ul></ul><ul><ul><li>Custom Sites </li></ul></ul><ul><ul><li>Gaming (eg Second life) </li></ul></ul><ul><ul><li>Social Media and Blogs </li></ul></ul><ul><li>Mobile </li></ul><ul><ul><li>Sms and value added serv. </li></ul></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Blue-casting </li></ul></ul><ul><ul><li>Rich content </li></ul></ul>
  15. 15. Characteristic of each medium <ul><li>Television? </li></ul><ul><ul><li>Audio + video </li></ul></ul><ul><ul><li>High reach and impact …. More </li></ul></ul><ul><li>Newspapers? </li></ul><ul><li>Magazines? </li></ul><ul><li>Direct Response? </li></ul><ul><li>Outdoors? </li></ul>Can only one medium, say TV serve our purpose??
  16. 16. Flashback Doordarshan, Humlog, Ramayan, Chitrahaar, Sunday movies, He-man, Spiderman, Samachaar AIR, Vividhbharati, Cibaca Geetmala, Bournvita Quiz contest
  17. 17. Today…..
  18. 18. Need for integrated media <ul><li>Media usage is far more fragmented </li></ul><ul><li>Urban populace is spending more time out-of-home </li></ul><ul><li>Customers are well informed. Information travels fast </li></ul><ul><li>The retail marketplace is getting organized </li></ul><ul><li>Technology is becoming more and more user friendly </li></ul><ul><li>Internet and Mobile show promising prospects </li></ul>
  19. 19. Case Study – Women Horlicks <ul><li>Brand Challenge – The change needed </li></ul><ul><li>The new Target audience – Working Woman </li></ul><ul><li>TV commercial with Konkona Sen </li></ul><ul><li>Website – Indianwomenshealth.com </li></ul><ul><li>Events sponsorship – Woman’s day event – Yami </li></ul><ul><li>“ Micronutrients recommended by WHO” </li></ul><ul><li>“ no added sugar. Less fat” </li></ul><ul><li>Doctor’s contact programme </li></ul>
  20. 20. Integrated Media mix Public Relations Internet Presence Television and Print Audience
  21. 21. Matching communication options <ul><li>Coverage – proportion of Audience reached </li></ul><ul><li>Contribution – ability to create desired response </li></ul><ul><li>Commonality – consistency across media </li></ul><ul><li>Complementarity </li></ul><ul><li>Versatility </li></ul><ul><li>Cost </li></ul>
  22. 22. Guidelines for Integrated Communications <ul><li>Be </li></ul><ul><li>Analytical – consumer behavior </li></ul><ul><li>Curious – understand whats of value to customers </li></ul><ul><li>Single – minded </li></ul><ul><li>Integrative – consistency in message </li></ul><ul><li>Creative </li></ul><ul><li>Observant – keep track </li></ul><ul><li>Patient – long- term </li></ul><ul><li>Realistic </li></ul>

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