priyanka goyal mnnit allahabad , brand differentiation
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Brands can successfully differentiate themselves through strategic differentiation using various approaches such as product differentiation by providing additional features, channel differentiation by choosing unique distribution methods, and image differentiation by crafting a distinctive brand personality. The document discusses how brands like Singapore Airlines and McDonald's have differentiated based on personnel by having courteous flight attendants and employees. It notes that competitive advantages can come from differentiating products, channels, images, personnel, technology or other leverageable advantages.
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https://beloved-brands.com/brand-positioning/
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There are 4.75 Billion pieces of content shared
There are 1.8 Billion photos uploaded
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There are 500 Million tweets
Marketing, as we know it, is being transformed right in front of our eyes. More and more messages are being promoted every day, on more channels, and as a result, consumers are learning to simply tune out the noise.
Because of this, brands must leverage content marketing to deliver the useful information necessary to educate and build trust with their audiences. But they often fail to document what they are trying to achieve, how they will get it done, and what measures will prove success.
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The key factors for content marketing success
The core components of a content marketing strategy
I answered the main questions of how to build a solid content marketing strategy
I shared my secret that effective content marketing was relatively simple:
"The buyer journey is nothing more than a series of questions that must be answered." ~ IDC
I shared the Content Marketing Institute's more formal definition of content marketing:
“Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” ~ Content Marketing Institute
And I shared the rallying cry for why we need to change:
"We have to stop interrupting what people are interested in, and be what people are interested in." ~ Craig Davis (former Chief Creative Office - J. Walter Thompson)
Backed by research and our own customer engagements, I covered
The 6 factors to content marketing success:
Document content strategy
Have someone in charge of content
Consistently publish quality content
Map content to buyer journey
Balance Paid, Owned, Earned Media
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I provided an example and a template for anyone to develop:
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Become a destination for [target audience] interested in [topics]. To help them [customer value].
This will help us [your content marketing goals]
Earn your audience’s attention vs. just buying it
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At Google, we’ve learned a ton about what makes for an enjoyable and productive workplace. We’re not alone – lots of other companies, ranging from grocers (e.g., Wegmans) to textile companies (e.g., the Brandix Group) to Brooklyn delis (e.g., Russ & Daughters), as well as academics and scientists, have learned the same simple truth: there are straightforward things we can do to make work better.
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Good old lessons in teamwork from an age-old fable : The Tortoise And The Hare
Good old lessons in teamwork from an age-old fable : The Tortoise And The Hare
Tips, Tools and Templates To Build Your Content Marketing Strategy
Tips, Tools and Templates To Build Your Content Marketing Strategy
How To Plan And Build A Successful Content Marketing Strategy
How To Plan And Build A Successful Content Marketing Strategy
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3-Steps: Identify Your Brand Niche
This document provides an overview of branding and marketing services offered by SimplyD.com. It begins with defining what a SuperBrand is and the benefits they provide consumers. It then discusses the company's experience working with top brands and outlines their strategic approach involving understanding the brand, industry and consumer. Several case studies and design samples are provided to showcase their work. Contact information is provided at the end. The summary captures the key points about the company's offerings and experience in 3 sentences or less.
CORPORATE BRANDING
Corporate branding involves using a company's name as a brand name for its products to leverage the equity and recognition of the corporate brand. It facilitates easy market entry, gains customer confidence, and reduces advertising costs. However, corporate branding also has limitations if not consistently managed, such as potential loss of brand value or not guaranteeing success. The process of successful corporate branding involves discovery of target markets, development of differentiated strategies, effective communication of market presence, and management through hiring employees with the right attitudes. In conclusion, corporate brands must be carefully managed like other assets to uphold the standard they represent.
Kolota Cm Capabilitities
Kolota Creative Marketing provides innovative marketing and communications solutions through a full range of services. They can help solve marketing problems at any level in an organization through three service modules tailored for senior leadership, functional managers, and product/program managers. With over 25 years of experience, Kolota has developed marketing solutions for 35 companies across multiple business sectors. Their approach involves immersing themselves to understand a client's "Brand DNA" and position them for maximum marketing returns.
Presentation Nike.pptx
Nike has used augmented reality (AR) technology to create immersive customer experiences and a competitive advantage. Some examples include the Nike Fit app, which uses AR to recommend the perfect shoe size, and AR experiences for new sneaker launches that allow customers to explore shoes in 3D. Nike has also used AR for virtual training workouts through its Nike Training Club app. These AR applications have benefited Nike by differentiating it from competitors, building customer loyalty and engagement, and providing personalized shopping assistance.
Focused differentiation strategy - strategic management - Manu Melwin Joy
A focused differentiation strategy requires offering unique features that fulfill the demands of a narrow market.
Some firms using a focused differentiation strategy concentrate their efforts on a particular sales channel, such as selling over the Internet only.
Intel
Intel uses innovation to gain competitive advantages through pioneering research and development in areas like nanotechnology. It has strengths in being a market leader and focusing on quality, but weaknesses in market penetration for mobile and gaming. Opportunities exist in growing demand and partnerships, while threats include competition from AMD, Nvidia and increasing costs. The document discusses Intel's product lifecycle approach from introduction through growth, maturity and decline phases.
ITSMA Marketing Excellence Awards 2012 winners
ITSMA Recognizes Best in Class Marketing Programs with its 2012 Marketing Excellence Awards
BT, Capgemini, Cisco, Dell, Deloitte, DocuSign, IBM, Infosys, Microsoft, Optum, and Tata Consultancy Services are recognized as B2B Marketing Leaders across six categories.
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Creating, nurturing, developing and managing brands - A Snapshot of a 2 day w...
This is a snapshot of a 2 day workshop on Creating, Nurturing, Developing and Managing Brands through their lifecycle. It indicates the flow of such a program and the possible case studies that could be covered under the program.
Improve Your Club's Competitive Ability - From IHRSA 2016
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Mahindra Case Study - Creating the Scorpio
The document discusses how Mahindra should position the Scorpio SUV in the Indian market. It analyzes competitors and market segments. It describes the development of the Scorpio, including a $120 million investment and 6 years to create an indigenous vehicle. Market research showed consumers wanted image and minor details over functionality. Mahindra used a unique manufacturing strategy of outsourcing design and engineering to lower costs. The Scorpio was positioned as a "Car Plus" to appeal to those wanting an SUV's power in a car. Dealerships and marketing differentiated the Scorpio from other Mahindra vehicles. The document recommends positioning the Scorpio as multi-utility for families and urban buyers through branding, targeting
SILO and IMC to convince the budget Nov 2012
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Competing for advantage
This document discusses the challenges of maintaining competitive advantage in today's business environment. It notes that strategic "wearout" can occur when organizations fail to respond to changes in their external environment and customers. Two key causes of wearout mentioned are "strategic drift," where a company does not adapt its strategy in response to market changes, and an overly internal focus rather than prioritizing customers. The document advocates developing strategic capabilities like superior knowledge of customers and innovation to sustain competitive advantage over time.
Giordano positioning for international expansion
This document discusses Giordano, an international clothing retailer. It provides key facts about the company, including that it is led by CEO Peter Lau and focuses on quality, innovation, simplicity and service. Giordano has subsidiaries and pursues an integrated marketing approach related to its name. The document also includes Giordano's mission to make people look good and feel great and its vision to be the best global apparel brand. It poses questions about Giordano's strategies, positioning, key success factors and ability to transfer these to new markets.
Yashmehrotra iitbhu
Grey Worldwide implemented a CRM strategy to reposition itself. It analyzed its strengths like its strong brand and customer database, and weaknesses like a lack of integrated customer knowledge. Opportunities included untapped Asian markets and threats like rising competition. Grey leveraged its brand and customer data by creating a single customer view. It customized service plans, assigned key managers, and built feedback mechanisms. Grey assessed its CRM strategy based on people, learning, customer value, and technology alignment. It positioned itself in Asia by measuring CRM performance through criteria like customer retention, loyalty, and brand equity.
brand_management
This document provides an overview of brand management. It defines a brand and discusses the benefits of branding for both customers and companies. Branding allows customers to make quicker decisions and feel assured of quality, while helping companies charge premium prices, build loyalty, and introduce new products more easily. The document also outlines different branding strategies and policies companies can adopt, how to measure brand success, and reasons why brands can fail if they lose relevance or credibility.
Mahindra Rise
Mahindra & Mahindra has gone through a strategic brand management process since 1994 to establish and grow its brand equity. This included identifying its brand position through products like Scorpio targeted at urban consumers, implementing marketing programs around brand elements and campaigns, and measuring brand performance. Over time, Mahindra expanded its brand portfolio with products like XUV 500 and brands like Xsongyong, while launching campaigns like "Live Young Live Free" to sustain its brand equity against growing competition.
Relevance of Single Branding VS Umbrella Branding
This document discusses Jeny Maret Rajee's research on single branding versus umbrella branding. It provides definitions and examples of different types of branding strategies, including single branding, umbrella branding, co-branding, service branding, online branding, and offline branding. The benefits of single branding and umbrella branding are outlined. ITC Limited and Siemens PLM Software are presented as examples that have successfully implemented single and umbrella branding strategies, respectively.
B2B Marketing
This document summarizes a case study about UTC, a major diversified technology group, and its supplier categorization strategy. UTC relies on suppliers for 75% of its needs and its Indian supplier base is growing rapidly. UTC faces the problem of how to categorize vendors to provide varying levels of support. The solution is a two-tier vendor categorization approach. Tier 1 focuses on hygiene/firmographic segmentation based on location, technical capability, production capacity, certifications, and ethical standards. Tier 2 focuses on behavioral segmentation based on collaboration, innovation, sustainability efforts, and financial stability to identify partners for strategic initiatives. This two-tier approach allows UTC to tailor support programs for suppliers.
Yashmehrotra iitbhu
Grey Worldwide implemented a CRM strategy to reposition itself strategically. It lacked an integrated customer database and faced increasing competition. Through CRM, Grey aimed to leverage its brand strength, customer knowledge, and technology capabilities. It analyzed its strengths, weaknesses, opportunities, and threats. Grey differentiated itself by offering customized service plans and assigning key account managers. It sought to define customer value, integrate processes, and build a framework to assess CRM performance based on people, learning, customer value, alignment, and technology. Key metrics to measure CRM success included customer retention, loyalty, and brand equity.
Strategic-Management-June-22-1.docx
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The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against developing mental illness and improve symptoms for those who already suffer from conditions like anxiety and depression.
For Mobile,think apps not adds
This ppt is on mobile apps which are created by company in place of adds as their communication strategy so as to reach to customers and engage with them for long term.
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Module 4 presentation1
Mountain Man Brewing Company is facing challenges as light beer sales increase and premium beer sales decrease. Their Mountain Man Light brand has higher costs but lower prices than their flagship Mountain Man Lager brand. The company must decide whether to invest in growing Mountain Man Light through advertising or risk cannibalizing sales of their core Mountain Man Lager brand.
TU Aman Mehta - Make the most of polarizing brands
The document discusses strategies for capitalizing on polarization of brands. It notes that research shows polarizing brands can be less risky. It then outlines several strategies brands can use to take advantage of polarization, including placating haters, poking haters, amplifying polarizing attributes, driving wedge segmentation, launching provocative ads, and creating polarization to differentiate the brand.
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Mobile ads don't effectively engage users on devices due to the "fat finger effect" and people's dislike of interruptive ads. Instead, apps that add convenience, provide unique value, offer social benefits and incentives, or provide entertainment are more effective mobile strategies. The document outlines why apps are better for mobile marketing than ads and categorizes common types of useful, social, and entertaining apps that users prefer over ads.
Capstone presentation _Bhaskar bora
This document summarizes the internship project of a student named Bhaskar Bora from NIT Silchar. The project involved creating presentations on various topics related to marketing, branding, and mobile advertising. Some of the topics covered included developing brand positioning, analyzing competition, building brand equity, mobile app markets in India, and experts' views on the future of mobile advertising and analytics. The document lists the structure and content covered in each presentation. It concludes by thanking the professor, Sameer Mathur from IIM Lucknow, for providing the internship opportunity.
Branding In The Digital Age
The document discusses branding and marketing strategies in the digital age, specifically for the Indian market. It outlines the consumer decision journey (CDJ) as having multiple stages: consider, evaluate, buy, advocate, and bond. Marketers often overemphasize the early stages but should also focus on evaluation and advocacy. An effective CDJ-driven strategy analyzes customer behavior at each touchpoint. Key recommendations include focusing on internet and social media during evaluation, encouraging advocacy, and ensuring customer satisfaction and relationships to create loyalty.
Iit delhi ashish soni case analysis assignment
MedNet, a trusted health information website, faces declining advertising revenues as competitors like the search engine Marvel adopt contextual advertising models. Windham, a pharmaceutical advertiser, is considering shifting its ad dollars from MedNet to Marvel. The case analyzes whether MedNet provides better value to Windham than Marvel. The analysis shows MedNet has higher click-through rates and profit margins for Windham compared to Marvel. Additionally, MedNet is compared to condition-specific sites like Cholesterol.com and different strategies are evaluated, with building on MedNet's trust and integrity found to be the best approach.
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Med net.com confronts "click through" competition
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Steinway & Sons, a renowned piano manufacturer known for producing high-quality grand pianos, was sold to the Selmer Company for $100 million. However, critics argued that the sale price was too high given the declining piano industry and Steinway's falling sales. While Steinway was still considered a premier brand, it had yet to capitalize on growing Asian markets or fully recover from earlier recessions. The new owners would need to address Steinway's business challenges and revitalize its brand for long-term success.
Case study_Bhaskar bora
GreyWorldwide in Hong Kong and China is facing increased competition and needs to reposition itself through a customer relationship management (CRM) strategy. It plans to implement a proprietary CRM-based philosophy called Grey Relationship Management (GRM) to build customer loyalty. GRM will focus on building brands, developing customer knowledge through dialogue, and creating positive customer experiences. GreyWorldwide will use two tools - Brand Futures+ and GRM Charter - to operationalize GRM. This will help reinforce customer value beyond brand equity alone and address issues like price pressures and talent retention.
Why is product design important and what factors affect a good design
Product design is important because it impacts several key factors that affect whether a design is good or not. These factors include form, style, customization, feature performance, repairability, reliability, and durability. Bad designs negatively impact customer satisfaction, while considering factors like form, customization, and performance in a design leads to better products.
What are the characteristics of products, how do marketers classify products
Products have tangible and intangible characteristics that define them to companies, markets, and consumers. Marketers classify products based on their durability and tangibility as nondurable goods, durable goods, or services. Marketers also classify consumer goods as convenience goods, shopping goods, specialty goods, or unsought goods based on how often they are purchased and the level of consumer effort in the purchase decision. Industrial goods are classified as raw materials, manufactured materials and parts, capital items, or supplies and business services.
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Packaging is important to attract customers, build confidence, and create a favorable impression of a product. It describes the product's features and benefits which can increase sales. Unique packaging allows for instant brand recognition and can bring profits to producers. Labels identify the product, brand, and provide important details like ingredients and instructions to promote the product and meet regulatory requirements. Warranties and guarantees provide peace of mind for customers by reducing perceived risks and suggesting the product is high quality and reliable.
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留信网认证的作用:
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3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
6:个人职称评审加20分
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我们所定的价格是非常合理的，而且我们现在做得单子大多数都是代理和回头客户介绍的所以一般现在有新的单子 我给客户的都是第一手的代理价格，因为我想坦诚对待大家 不想跟大家在价格方面浪费时间
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priyanka goyal mnnit allahabad , brand differentiation
- 1. How are brands successfully differentiated By :--- Priyanka Goyal MNNIT Allahabad
- 3. Strategic differentiationis the key.
- 4. The struggle of differentiation may take many form.
- 9. Product differentiation. The strategy used to overwhelm the consumer with features and specifications to provide value proposition.
- 11. Personnel differentiation For example:---Singapore Airlines enjoys an excellent reputation in large part because of its flight attendants. McDonald people are courteous, IBM people are professional, and Disney people are up beat
- 13. All the above differentiation comes under competitive advantage Below are some leverage able advantage that can be used for brand differentiation.