This document discusses the personality profiles and brand relationships of three individuals - Jean, Karen, and Vicki. It analyzes their life stories and how they relate to the brands they use. Jean has close relationships with established, well-known brands that match her preference for certainty. Karen's brand relationships reflect her busy lifestyle and focus on convenience and cost. Vicki chooses brands that reflect her feminine personality and preference for purity.
The document profiles several women and describes their relationships with brands. It notes their demographics, personality traits, and brand preferences. For example, it describes a 59-year old married waitress who takes pride in her home and has strong brand loyalty, only switching if functional benefits are substantial. It also examines how brand relationships form based on emotional, sensory, functional, belief-based and social values. Overall, the document explores how individuals' characteristics and life experiences shape their brand perceptions and choices.
Exploring brand person relationship group4Arjun Choudhry
The document profiles 3 consumers - Jean, Karen, and Vicky - and examines their relationships and brand associations. It finds that Jean has the strongest brand relationships due to her experience testing various brands and loyalty. Karen's relationships vary more based on price and influence from others. Vicki seeks variety but maintains consistency with brands that provide social value or status.
Exploring Brand-Person Relationships-Three Life historiesAmrita Sarkhel
This document profiles the brand relationships of three individuals - Jean, Karen, and Vicky. It analyzes the brands they are loyal to across different categories like food, clothing, and personal care. Some key findings:
- Jean has strong brand loyalty after testing options and is loyal to brands with longevity. Her relationships are likely to endure.
- Karen is more price-sensitive and uses some brands out of habit. Her relationships may be weaker.
- Vicky values brands that bring esteem and is experimenting with her identity. Her relationships seem most likely to change as she discovers new brands.
Therefore, Jean's consumer-brand relationships would likely endure five years while Vicky's may change the
Howard schultz : building starbucks communitySaurabh Arora
Reason for success
Having well developed values, culture and charter
Willingness to move out of comfort zone – Introduces flavours of milk
Ensuring that the organisational culture is adhered to globally
Making changes and customising according to local culture
Providing employee benefits and making them feel a part of the family – ESOPs, Training
Conclusion
Howard Schultz’s vision has ensured that Starbucks has been a market leader
He revolutionized the coffee experience – From a regular to commodity to a third place experience
Having their own culture and innovative spirit has kept them ahead of their competitors
Recommendations
Starbucks must maintain the competitive advantage by keeping to its own distinctive culture
Listening and adapting to its customers and their needs
Adapting to localised cultures and developing a culture in each location that is apt
New products should be developed – Look beyond coffee to attract the Asian market
Crafting winning strategies in a mature market - US wine marketSaurabh Arora
The US wine industry in 2001 was characterized by a mature market with a few large players dominating the low price segment. The top 8 firms produced over 75% of the volume while approximately 2,500 other firms split the remaining 25%. It was difficult for new companies to enter the industry due to high startup costs, oversupply of grapes, and consolidation among retailers and distributors. A company considering entry would need to target the 90% of the population that did not regularly drink wine or create a new market segment. The best strategy would be a blue ocean approach to expand the market rather than compete in the already crowded premium and budget segments. Established players should also look to tap new demand and acquire distribution to grow. The industry
Tweeter Electronics: Marketing Case AnalysisDipak Senapati
Tweeter is a specialty consumer electronics retailer founded in 1972 providing mid to high-end equipment through 21 stores by 1996. While Tweeter's growth rate had been better than the industry average, it faced challenges with its sale-based pricing reducing its quality/service positioning. To address this, Tweeter abandoned sales, introduced Automatic Price Protection to assure best prices, and shifted marketing from print ads to radio/TV to promote competitiveness. This helped change consumer behavior from waiting for sales to everyday fair pricing, improving Tweeter's performance.
A marketing Case Study of Natureview Farm, an organic yogurt manufacturer. This analysis was performed by E. Santhosh Kumar, IIT Madras, during an internship with Prof. Sameer Mathur, IIM Lucknow.
Singareni collieries was declared bankrupt twice due to accumulated losses of over $1.6 billion from issues like low productivity among its 114,486 employees, 103 unions leading strikes, and increased competition. To address this, actions were taken to increase transparency, strengthen management, motivate employees through awards and education programs, reduce unions to 5 through elections, and improve employee care through health camps and interaction. This resulted in increased productivity and reduced accumulated losses while improving employee satisfaction. Transparency, motivation, and care for employees were key to turning the company from gloom to glory.
The document profiles several women and describes their relationships with brands. It notes their demographics, personality traits, and brand preferences. For example, it describes a 59-year old married waitress who takes pride in her home and has strong brand loyalty, only switching if functional benefits are substantial. It also examines how brand relationships form based on emotional, sensory, functional, belief-based and social values. Overall, the document explores how individuals' characteristics and life experiences shape their brand perceptions and choices.
Exploring brand person relationship group4Arjun Choudhry
The document profiles 3 consumers - Jean, Karen, and Vicky - and examines their relationships and brand associations. It finds that Jean has the strongest brand relationships due to her experience testing various brands and loyalty. Karen's relationships vary more based on price and influence from others. Vicki seeks variety but maintains consistency with brands that provide social value or status.
Exploring Brand-Person Relationships-Three Life historiesAmrita Sarkhel
This document profiles the brand relationships of three individuals - Jean, Karen, and Vicky. It analyzes the brands they are loyal to across different categories like food, clothing, and personal care. Some key findings:
- Jean has strong brand loyalty after testing options and is loyal to brands with longevity. Her relationships are likely to endure.
- Karen is more price-sensitive and uses some brands out of habit. Her relationships may be weaker.
- Vicky values brands that bring esteem and is experimenting with her identity. Her relationships seem most likely to change as she discovers new brands.
Therefore, Jean's consumer-brand relationships would likely endure five years while Vicky's may change the
Howard schultz : building starbucks communitySaurabh Arora
Reason for success
Having well developed values, culture and charter
Willingness to move out of comfort zone – Introduces flavours of milk
Ensuring that the organisational culture is adhered to globally
Making changes and customising according to local culture
Providing employee benefits and making them feel a part of the family – ESOPs, Training
Conclusion
Howard Schultz’s vision has ensured that Starbucks has been a market leader
He revolutionized the coffee experience – From a regular to commodity to a third place experience
Having their own culture and innovative spirit has kept them ahead of their competitors
Recommendations
Starbucks must maintain the competitive advantage by keeping to its own distinctive culture
Listening and adapting to its customers and their needs
Adapting to localised cultures and developing a culture in each location that is apt
New products should be developed – Look beyond coffee to attract the Asian market
Crafting winning strategies in a mature market - US wine marketSaurabh Arora
The US wine industry in 2001 was characterized by a mature market with a few large players dominating the low price segment. The top 8 firms produced over 75% of the volume while approximately 2,500 other firms split the remaining 25%. It was difficult for new companies to enter the industry due to high startup costs, oversupply of grapes, and consolidation among retailers and distributors. A company considering entry would need to target the 90% of the population that did not regularly drink wine or create a new market segment. The best strategy would be a blue ocean approach to expand the market rather than compete in the already crowded premium and budget segments. Established players should also look to tap new demand and acquire distribution to grow. The industry
Tweeter Electronics: Marketing Case AnalysisDipak Senapati
Tweeter is a specialty consumer electronics retailer founded in 1972 providing mid to high-end equipment through 21 stores by 1996. While Tweeter's growth rate had been better than the industry average, it faced challenges with its sale-based pricing reducing its quality/service positioning. To address this, Tweeter abandoned sales, introduced Automatic Price Protection to assure best prices, and shifted marketing from print ads to radio/TV to promote competitiveness. This helped change consumer behavior from waiting for sales to everyday fair pricing, improving Tweeter's performance.
A marketing Case Study of Natureview Farm, an organic yogurt manufacturer. This analysis was performed by E. Santhosh Kumar, IIT Madras, during an internship with Prof. Sameer Mathur, IIM Lucknow.
Singareni collieries was declared bankrupt twice due to accumulated losses of over $1.6 billion from issues like low productivity among its 114,486 employees, 103 unions leading strikes, and increased competition. To address this, actions were taken to increase transparency, strengthen management, motivate employees through awards and education programs, reduce unions to 5 through elections, and improve employee care through health camps and interaction. This resulted in increased productivity and reduced accumulated losses while improving employee satisfaction. Transparency, motivation, and care for employees were key to turning the company from gloom to glory.
The US wine industry in 2001 was mature and highly competitive. It was dominated by a few large players in the budget segment and had over 2500 wineries producing the remaining volume. Competition was intense as production outpaced consumption by 15-20% and there were low barriers to entry. Under Porter's five forces, the threat of new entrants and substitutes was high along with high competitive rivalry. A new entrant without differentiation would face strong challenges. To succeed, a new company should target the non-wine drinking majority and create an untapped blue ocean market rather than competing head-on in the red ocean. Existing players should also look beyond the red ocean to expand consumption. The industry competes on quality for premium wines and
This document discusses the UK shower market and Aqualisa's Quartz shower. It notes that existing shower options had issues like inconsistent water temperature, unattractive designs, and difficult installation. The document then analyzes Aqualisa's competitors and notes its small market share of 7%. It outlines the value propositions of the Quartz for plumbers and consumers, including its easy installation, reliable temperature control, and premium design. Key issues, target customer segments, and a premium positioning are proposed to increase adoption of the new Quartz shower.
1. The document discusses Aqualisa Quartz, a new shower technology developed by Aqualisa to address issues with UK showers like poor water pressure and temperature fluctuations.
2. Aqualisa Quartz showers were much easier for plumbers to install, taking only half a day compared to previous shower installations. However, they had low initial sales due to plumbers' distrust of new technologies.
3. The document analyzes Aqualisa's options to increase Quartz shower sales, including targeting customers directly through advertising, working with developers to promote the product, or focusing on the DIY market where installation ease would be highly valuable.
Saxonville Sausage Company is a 70-year-old family business that produces various pork sausage products. It is seeking to reposition its Italian sausage brand Vivio, which has seen growth, as its other products are declining or flat. Market research was conducted to determine the best brand name, positioning, and promotion tactics. Testing showed "Clever Cooking" was the best positioning concept and "Vivio" the best brand name. The promotion strategy will focus on Vivio allowing quick, creative meals to bring families together. Financial projections estimate increased revenue from expanding Vivio's distribution from 16% to 100% of supermarkets.
Allentown Materials Corporation was established in late 1800’s in Allentown, Pennsylvania
Leading manufacturer of speciality glass
Eight Line Divisions
The Electronic Products Division manufactured high quality electronic components
It had unique technological capabilities.
Shifted to Commercial Market in late 1980s.
It is known as a leading manufacturer.
It has an annual growth rate of 10%.
Brita was the market leader in pour-through (PT) water filters but lost market share to PUR's faucet-mounted (FM) filters. Brita's strategies to target bottled water and tap water consumers directly were ineffective. To regain market share, Brita should 1) partner with a bottled water company to sell Brita-filtered bottled water, 2) improve the design and functionality of its FM filters, including an indicator that shows when filters need changing, and 3) invest in R&D to develop products aligned with trends. This winning strategy would use partnerships and new product innovations to increase Brita's sales and market share.
emerging nokia - should they focus on developed or emerging marketsSaurabh Arora
Should Nokia’s growth strategy be to focus on the developed markets, emerging markets or both?
Case Analysis
Handset manufacturer worldwide market share of 38% in 2009
Market leader in emerging markets like India(60%) and China(40%)
Financial performance pre-2008 was exceptional
Known for innovation
Offers products at all price points
Post-2008 started losing ground in developed markets
European market revenue declined by 15% in 2009
Exited the Japanese market after 20 years of operations
Nokia was fifth most valuable brand globally in 2000
Analysis of Emerging Market
Employed the cost leadership strategy: Purchasing power low in emerging markets hence Nokia provided cost effective products successfully.
First time purchasers: Only 20% of the emerging market were not first time purchasers
Services as the key selling point: People of emerging markets wanted value added services bundled with the phone
Analysis of Developed markets
Consumers not very price sensitive
Delivering innovative products more important
57% of the market goes for a second phone, most of the time for an upgrade
Emergence of i-phone, considered as replacement for normal handsets with users looking for upgradation
Growing competition from companies like Samsung, LG, Motorola and Sony Ericson was also making things worse for Nokia.
New Operating System – e.g. – Emergence of OSs like Google’s Android and Microsoft’s Windows mobile further bothered Nokia.
Inability to understand demand – Nokia failed to understand growing demand for touch phones
Why focus on Emerging Markets?
As Nokia has already gained the following benefits by being the first mover, it should strive hard to maintain it’s market share in developing economies. Advantages it has –
Earlier entry, early start of the learning curve. Its crucial and experience is tough to imitate.
Nokia can develop enhanced reputation by being pioneer and using its already established brand image
Absolute cost advantage can be gained by early commitments to supplies of materials and distribution channels….
Recommendations- Emerging Market
Nokia should concentrate on Improved as well as Basic phones as the market is still evolving
Tie up with Telecom players and bring dual sim phones to increase the switching cost
It should follow innovations in developed countries and adapt them to emerging markets in order to stand against competition.
One general strategy should be to outsource the services part as it is not Nokia’s competency and customers are giving more regard to services (Exhibit 6)
Instead of charging customers for Life tools, revenues should be earned from advertisers.
Allentwen material corporation - Electronic product divisionSaurabh Arora
Introduction
Leading manufacturer of speciality glass
Eight Line Divisions
First Company to establish an Industrial Research Laboratory
Marketing & R&D the strongest functional areas
Average growth of 10% a year
Electronics Product Division
Manufactured high quality electronic components
Initially, Business was from military market
Shifted to Commercial Market in late 1980s.
Growth in commercial market leading to high competition.
Current Scenario – (July 1992)
What can be done -
As it was seen Rogers has not been an effective leader, there is a need for training for him in more instructing management style
Rogers should remove himself from product development team and focus more on resource allocation
Team comprising for new product development should have employees from all the functions i.e. – it should be cross-functional
Sales team should be incentivized for bringing additional revenue for the company. It should have a dual salary structure – less fixed and more variable (commission)
More freedom needs to be given in budget allocation
More trainings about the specifications of the products(capacitors and resistors) should be provided
More team activities should be there so that trust and relation can be built amongst the teams
For fostering collaborative thinking, a common integrated system should be developed wherein feedback from the clients regarding product specification and product quality should be updated without any delay
Clique Pens Pricing: The Writing Implements Division of U.S. Home Demin Wang
Clique Pens has experienced a 6% decline in gross profit margins over the past 2 years. There is a debate between the VP of Marketing and VP of Sales over how to allocate the marketing development funds (MDF) budget. The VP of Marketing wants to use MDF for consumer discounts and promotions to build brand equity, while the VP of Sales wants to use it for trade promotions and discounts to retailers. They need to compromise on a plan to satisfy both consumers and retailers.
The pen industry is highly competitive with 50 major competitors. Retailers like Staples, Walmart, and Walgreens have significant bargaining power and prioritize discounts and incentives from manufacturers. Clique will need to decide how
This document discusses Metabical, a new weight loss drug, and outlines objectives and strategies for its marketing and sales. In 3 sentences: Metabical is a new FDA-approved prescription weight loss drug that provides weight loss benefits with fewer side effects than other options and includes a support program. It targets overweight women aged 35-65 who want to lose 10-30 pounds and aims to provide customer satisfaction through a 12-week package and program. Pricing the drug at $150 per package is estimated to provide the highest return on investment at 307.24% based on forecasted demand of 1.242 million customers.
Toko Bunga Surabaya, Jual Karangan Bunga Surabaya, Jual Bunga Papan Surabaya, Jual Bunga Ucapan Surabaya, Jual Rangkaian Bunga Surabaya, Jual Buket Bunga Surabaya, Bunga Ucapan Selamat, Bunga Ucapan Duka Cita, Bunga Papan Selamat, Bunga Papan Duka Cita
Dominion Motors faces a challenge from an engineering report that could reduce demand for their motors. Their alternatives are to lower prices on a larger motor, reengineer smaller motors to higher torque, or build a new smaller motor. Building a new 5 HP motor allows them to be prepared if the report is accepted while avoiding actions that acknowledge the report prematurely. They will also lobby regulators and the engineer conducting the report to delay its impact and independently verify its findings.
Nielsen was hired to analyze why Pantene's market share fell from 22.5% to 20% when a new competitor, Garnier, launched. Nielsen applied its "Winning Brands" solution to examine Pantene's brand equity, market share, loyalty, personality, pricing, and shopping behavior. The analysis found that consumers were highly involved but used habitual shopping modes. It identified Pantene's main competitors and opportunities to trigger consumers to reevaluate their brand choices through improved promotions and packaging changes to better position Pantene's brand personality.
TruEarth is considering expanding into the $53 billion whole grain refrigerated pizza market but has concerns about viability given health concerns and competition. They conducted market research including 300 mall intercepts and an in-home product test of their basic pizza concept. The research found the concept had purchase intent but identified needed improvements like pricing and crust preferences. Sales volume is estimated at $15 million, above the $12 million needed, so the conclusion is TruEarth should launch the product after addressing identified issues.
Nature view farm case study group submited1Ibah Jungmin
Natureview Farm is a yogurt manufacturer seeking to expand its business. It is currently considering three expansion options: 1) Expand its 8-oz yogurt flavors into supermarket channels in the Northeast and West, 2) Expand its 32-oz yogurt sizes nationally in supermarkets, or 3) Introduce new children's multipacks in the natural foods channel. Option 1 has the highest projected revenue growth but also the highest costs and risks. Option 2 has attractive profit margins but uncertainty around distribution. Option 3 fits the natural foods channel growth but may not meet revenue targets. After comparing the financial projections, Natureview decides to pursue Option 1 to maximize revenue potential despite the risks.
Aqualisa Quartz - Simply A Better Shower (HBR Case Study)Arjun Parekh
The document discusses Aqualisa's Quartz shower valve which was intended to improve on existing shower technologies but struggled initially. It provides details on the UK shower market, Aqualisa's distribution channels, and the development of the Quartz valve. While the Quartz valve had technological advantages, plumbers were wary of innovation and it was priced too high. As a result, few units sold in the first few months through trade shops and showrooms.
Culinarian Cookware case study analysisSaurabh Mhase
Culinarian Cookware is considering adopting a price promotion strategy but is unsure if it will be profitable. In 2004, an external study found price promotions had a negative impact on profits. However, the sales manager believes the 2004 campaign was successful. There is a dilemma around whether price promotions would help or hurt Culinarian's market share and profits. The case analyzes Culinarian's market position, previous promotion results, and makes recommendations around a new product line and limited price promotions to target different customer segments.
TruEarth is considering expanding into the refrigerated pizza market from its successful Cucina Fresca fresh pasta brand. While the pizza market is larger, it also has much more competition. Research shows customer interest is high but some have concerns about price and variety. Overall, the findings suggest launching pizza is worthwhile but the company should revisit the price, focus on taste, and develop a better crust.
BMW launched the Z3 roadster to expand its market share in the US. It selected the Z3 because it captured BMW's brand of performance and luxury. BMW used non-traditional marketing like product placement in the James Bond film GoldenEye to generate excitement for the new roadster. It launched the car through a variety of channels like a Neiman Marcus catalog and BMW's website to build anticipation before the car was available in dealerships. The unconventional marketing approach was a success in generating buzz around the Z3's launch.
Mehta Car Rentals aims to target the growing Indian travel industry by offering luxury car rentals. It plans to partner with 230 independent car vendors to obtain 200 sedans and 30 luxury cars. Mehta Car Rentals will establish offices and parking facilities in Delhi, Noida, Gurgaon, Jaipur, and Amritsar. The target customer segments are young urban professionals, foreign tourists, NRIs, and corporations. The strategy is to offer competitive prices and flexibility through online bookings while partnering with hotels, travel agencies, and hospitals.
Bournvita and 5 star consumer purchase behaviour analysisAbhishek Sharma
This document provides a summary of a report analyzing consumer purchase behavior of Cadbury Bournvita and Cadbury 5 Star products between 2012-2013. It includes sections on the company and product details, company analysis including history, growth, market share and financial analysis, competitor information, market research methodology, consumer behavior analysis for both products, conclusions and recommendations. The analysis is based on surveys of 36 consumers for each product to understand pre-purchase and post-purchase consumer decision making and behavior. Key factors influencing purchase behavior for each product are identified.
The US wine industry in 2001 was mature and highly competitive. It was dominated by a few large players in the budget segment and had over 2500 wineries producing the remaining volume. Competition was intense as production outpaced consumption by 15-20% and there were low barriers to entry. Under Porter's five forces, the threat of new entrants and substitutes was high along with high competitive rivalry. A new entrant without differentiation would face strong challenges. To succeed, a new company should target the non-wine drinking majority and create an untapped blue ocean market rather than competing head-on in the red ocean. Existing players should also look beyond the red ocean to expand consumption. The industry competes on quality for premium wines and
This document discusses the UK shower market and Aqualisa's Quartz shower. It notes that existing shower options had issues like inconsistent water temperature, unattractive designs, and difficult installation. The document then analyzes Aqualisa's competitors and notes its small market share of 7%. It outlines the value propositions of the Quartz for plumbers and consumers, including its easy installation, reliable temperature control, and premium design. Key issues, target customer segments, and a premium positioning are proposed to increase adoption of the new Quartz shower.
1. The document discusses Aqualisa Quartz, a new shower technology developed by Aqualisa to address issues with UK showers like poor water pressure and temperature fluctuations.
2. Aqualisa Quartz showers were much easier for plumbers to install, taking only half a day compared to previous shower installations. However, they had low initial sales due to plumbers' distrust of new technologies.
3. The document analyzes Aqualisa's options to increase Quartz shower sales, including targeting customers directly through advertising, working with developers to promote the product, or focusing on the DIY market where installation ease would be highly valuable.
Saxonville Sausage Company is a 70-year-old family business that produces various pork sausage products. It is seeking to reposition its Italian sausage brand Vivio, which has seen growth, as its other products are declining or flat. Market research was conducted to determine the best brand name, positioning, and promotion tactics. Testing showed "Clever Cooking" was the best positioning concept and "Vivio" the best brand name. The promotion strategy will focus on Vivio allowing quick, creative meals to bring families together. Financial projections estimate increased revenue from expanding Vivio's distribution from 16% to 100% of supermarkets.
Allentown Materials Corporation was established in late 1800’s in Allentown, Pennsylvania
Leading manufacturer of speciality glass
Eight Line Divisions
The Electronic Products Division manufactured high quality electronic components
It had unique technological capabilities.
Shifted to Commercial Market in late 1980s.
It is known as a leading manufacturer.
It has an annual growth rate of 10%.
Brita was the market leader in pour-through (PT) water filters but lost market share to PUR's faucet-mounted (FM) filters. Brita's strategies to target bottled water and tap water consumers directly were ineffective. To regain market share, Brita should 1) partner with a bottled water company to sell Brita-filtered bottled water, 2) improve the design and functionality of its FM filters, including an indicator that shows when filters need changing, and 3) invest in R&D to develop products aligned with trends. This winning strategy would use partnerships and new product innovations to increase Brita's sales and market share.
emerging nokia - should they focus on developed or emerging marketsSaurabh Arora
Should Nokia’s growth strategy be to focus on the developed markets, emerging markets or both?
Case Analysis
Handset manufacturer worldwide market share of 38% in 2009
Market leader in emerging markets like India(60%) and China(40%)
Financial performance pre-2008 was exceptional
Known for innovation
Offers products at all price points
Post-2008 started losing ground in developed markets
European market revenue declined by 15% in 2009
Exited the Japanese market after 20 years of operations
Nokia was fifth most valuable brand globally in 2000
Analysis of Emerging Market
Employed the cost leadership strategy: Purchasing power low in emerging markets hence Nokia provided cost effective products successfully.
First time purchasers: Only 20% of the emerging market were not first time purchasers
Services as the key selling point: People of emerging markets wanted value added services bundled with the phone
Analysis of Developed markets
Consumers not very price sensitive
Delivering innovative products more important
57% of the market goes for a second phone, most of the time for an upgrade
Emergence of i-phone, considered as replacement for normal handsets with users looking for upgradation
Growing competition from companies like Samsung, LG, Motorola and Sony Ericson was also making things worse for Nokia.
New Operating System – e.g. – Emergence of OSs like Google’s Android and Microsoft’s Windows mobile further bothered Nokia.
Inability to understand demand – Nokia failed to understand growing demand for touch phones
Why focus on Emerging Markets?
As Nokia has already gained the following benefits by being the first mover, it should strive hard to maintain it’s market share in developing economies. Advantages it has –
Earlier entry, early start of the learning curve. Its crucial and experience is tough to imitate.
Nokia can develop enhanced reputation by being pioneer and using its already established brand image
Absolute cost advantage can be gained by early commitments to supplies of materials and distribution channels….
Recommendations- Emerging Market
Nokia should concentrate on Improved as well as Basic phones as the market is still evolving
Tie up with Telecom players and bring dual sim phones to increase the switching cost
It should follow innovations in developed countries and adapt them to emerging markets in order to stand against competition.
One general strategy should be to outsource the services part as it is not Nokia’s competency and customers are giving more regard to services (Exhibit 6)
Instead of charging customers for Life tools, revenues should be earned from advertisers.
Allentwen material corporation - Electronic product divisionSaurabh Arora
Introduction
Leading manufacturer of speciality glass
Eight Line Divisions
First Company to establish an Industrial Research Laboratory
Marketing & R&D the strongest functional areas
Average growth of 10% a year
Electronics Product Division
Manufactured high quality electronic components
Initially, Business was from military market
Shifted to Commercial Market in late 1980s.
Growth in commercial market leading to high competition.
Current Scenario – (July 1992)
What can be done -
As it was seen Rogers has not been an effective leader, there is a need for training for him in more instructing management style
Rogers should remove himself from product development team and focus more on resource allocation
Team comprising for new product development should have employees from all the functions i.e. – it should be cross-functional
Sales team should be incentivized for bringing additional revenue for the company. It should have a dual salary structure – less fixed and more variable (commission)
More freedom needs to be given in budget allocation
More trainings about the specifications of the products(capacitors and resistors) should be provided
More team activities should be there so that trust and relation can be built amongst the teams
For fostering collaborative thinking, a common integrated system should be developed wherein feedback from the clients regarding product specification and product quality should be updated without any delay
Clique Pens Pricing: The Writing Implements Division of U.S. Home Demin Wang
Clique Pens has experienced a 6% decline in gross profit margins over the past 2 years. There is a debate between the VP of Marketing and VP of Sales over how to allocate the marketing development funds (MDF) budget. The VP of Marketing wants to use MDF for consumer discounts and promotions to build brand equity, while the VP of Sales wants to use it for trade promotions and discounts to retailers. They need to compromise on a plan to satisfy both consumers and retailers.
The pen industry is highly competitive with 50 major competitors. Retailers like Staples, Walmart, and Walgreens have significant bargaining power and prioritize discounts and incentives from manufacturers. Clique will need to decide how
This document discusses Metabical, a new weight loss drug, and outlines objectives and strategies for its marketing and sales. In 3 sentences: Metabical is a new FDA-approved prescription weight loss drug that provides weight loss benefits with fewer side effects than other options and includes a support program. It targets overweight women aged 35-65 who want to lose 10-30 pounds and aims to provide customer satisfaction through a 12-week package and program. Pricing the drug at $150 per package is estimated to provide the highest return on investment at 307.24% based on forecasted demand of 1.242 million customers.
Toko Bunga Surabaya, Jual Karangan Bunga Surabaya, Jual Bunga Papan Surabaya, Jual Bunga Ucapan Surabaya, Jual Rangkaian Bunga Surabaya, Jual Buket Bunga Surabaya, Bunga Ucapan Selamat, Bunga Ucapan Duka Cita, Bunga Papan Selamat, Bunga Papan Duka Cita
Dominion Motors faces a challenge from an engineering report that could reduce demand for their motors. Their alternatives are to lower prices on a larger motor, reengineer smaller motors to higher torque, or build a new smaller motor. Building a new 5 HP motor allows them to be prepared if the report is accepted while avoiding actions that acknowledge the report prematurely. They will also lobby regulators and the engineer conducting the report to delay its impact and independently verify its findings.
Nielsen was hired to analyze why Pantene's market share fell from 22.5% to 20% when a new competitor, Garnier, launched. Nielsen applied its "Winning Brands" solution to examine Pantene's brand equity, market share, loyalty, personality, pricing, and shopping behavior. The analysis found that consumers were highly involved but used habitual shopping modes. It identified Pantene's main competitors and opportunities to trigger consumers to reevaluate their brand choices through improved promotions and packaging changes to better position Pantene's brand personality.
TruEarth is considering expanding into the $53 billion whole grain refrigerated pizza market but has concerns about viability given health concerns and competition. They conducted market research including 300 mall intercepts and an in-home product test of their basic pizza concept. The research found the concept had purchase intent but identified needed improvements like pricing and crust preferences. Sales volume is estimated at $15 million, above the $12 million needed, so the conclusion is TruEarth should launch the product after addressing identified issues.
Nature view farm case study group submited1Ibah Jungmin
Natureview Farm is a yogurt manufacturer seeking to expand its business. It is currently considering three expansion options: 1) Expand its 8-oz yogurt flavors into supermarket channels in the Northeast and West, 2) Expand its 32-oz yogurt sizes nationally in supermarkets, or 3) Introduce new children's multipacks in the natural foods channel. Option 1 has the highest projected revenue growth but also the highest costs and risks. Option 2 has attractive profit margins but uncertainty around distribution. Option 3 fits the natural foods channel growth but may not meet revenue targets. After comparing the financial projections, Natureview decides to pursue Option 1 to maximize revenue potential despite the risks.
Aqualisa Quartz - Simply A Better Shower (HBR Case Study)Arjun Parekh
The document discusses Aqualisa's Quartz shower valve which was intended to improve on existing shower technologies but struggled initially. It provides details on the UK shower market, Aqualisa's distribution channels, and the development of the Quartz valve. While the Quartz valve had technological advantages, plumbers were wary of innovation and it was priced too high. As a result, few units sold in the first few months through trade shops and showrooms.
Culinarian Cookware case study analysisSaurabh Mhase
Culinarian Cookware is considering adopting a price promotion strategy but is unsure if it will be profitable. In 2004, an external study found price promotions had a negative impact on profits. However, the sales manager believes the 2004 campaign was successful. There is a dilemma around whether price promotions would help or hurt Culinarian's market share and profits. The case analyzes Culinarian's market position, previous promotion results, and makes recommendations around a new product line and limited price promotions to target different customer segments.
TruEarth is considering expanding into the refrigerated pizza market from its successful Cucina Fresca fresh pasta brand. While the pizza market is larger, it also has much more competition. Research shows customer interest is high but some have concerns about price and variety. Overall, the findings suggest launching pizza is worthwhile but the company should revisit the price, focus on taste, and develop a better crust.
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Negotiation consists of discussions between two or more parties to reach an agreement. The pre-negotiation process involves identifying the negotiation type, setting goals and positions, analyzing the other party, establishing bargaining strategies, and assessing alternatives. Effective negotiation strategies include anchoring offers, focusing on the other side's interests, seeking clarification, and making strategic concessions. The negotiation process involves selecting an appropriate meeting place, seating arrangements, introductions, warming up discussions, creating and sharing value, and reaching consensus to finalize an agreement in writing. Post-negotiation may involve further improving the agreement.
The document discusses inflation in India. It provides statistics showing India's inflation rates for wholesale and consumer prices are high at 7.55% and 10.36% respectively in May 2012. The chairman of an economic advisory council notes that while growth is slowing in India, inflation remains at a high level unlike other countries where growth and inflation are both low. The document then examines the nature and causes of inflation in India, including supply shocks from food and fuel price increases, trade deficits, and political instability. It argues that inflation in India is more structural due to issues like bottlenecks in the agriculture sector rather than monetary causes. Finally, it discusses how organized retailing in India could help reduce inflation by improving supply chain efficiency and increasing
Samsung follows a differentiation strategy across its product lines. It focuses on innovation through heavy investments in R&D and developing products with unique features like large screens, connectivity, anti-microbial properties. This allows Samsung to maintain leadership in key categories like smartphones, TVs and appliances. The strategy has proven successful, helping Samsung increase its market share and sales significantly over the past decade.
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The document discusses the 'Top End' Indian woman, who comes from households earning over Rs. 8,000 per month. It describes her as distinct from both the very elite and middle class women. The summary discusses her appearance in conventional attire like saris and salwar suits, as well as her confident and opinionated demeanor. It also notes she is undergoing a gradual transition with some modern influences but still holding onto traditions. The document provides insights into her life as a homemaker who enjoys socializing but also feels restricted by family expectations.
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Fashion never seen before explores whether a charismatic designer is important for a fashion brand's success and discusses the potential risks involved. While charisma may work for some designers, it is not always productive and can be counterproductive in some cases. In the end, luxury fashion is judged not by how much a designer's face is promoted, but by the quality of their work.
Fashion never seen before explores whether a charismatic designer is important for a fashion brand's success and discusses the potential risks involved. While charisma may work for some designers, it is not always productive and can be counterproductive in some cases. In the end, luxury fashion is judged not by how much a designer's face is promoted, but by the quality of their work.
Having a strong, unique and consistent Brand Voice is key to creating a successful brand across all marketing channels. This Brand Voice Toolkit will help you build a voice for your brand by first introducing the concept of Brand Voice and why it is imperative for a brand to be recognizable, identifiable, and relatable.
Your Brand Voice Toolkit should contain:
1. Brand Character + Personification
2. Brand Personality
3. Defined Vocabulary
4. Words Your Brand Says + Doesn’t Say
5. Writing Samples
Learn what each of these tools are and how they can be used to craft your Brand Voice in this deck and even explore an example toolkit.
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How changing a margarine brand's tone of voice helped it slide back into its rightful category.
Another case study from the writers at Verbal Identity.
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The document outlines a brand acceleration strategy presentation for the Nice 'N Easy hair color brand, analyzing the brand's positioning and opportunities to better connect with consumers and lead in the hair color category by reframing at-home hair coloring as a beauty transformation tool. It identifies key consumer insights and evaluates the brand's strengths and weaknesses to determine a new brand direction focused on empowering women's personal expressions of beauty through color.
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Sarah Ferguson is launching her own company, Hartmoor, which aims to develop affordable lifestyle products for women while sharing profits with charity. Hartmoor will focus on food/beverages, home goods, fashion, beauty, and health products. Sarah will announce publishing deals and filming projects. Over 12 months, Sarah will engage media and fans through a three phase launch introducing her brand and mission of compassionate commerce.
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“After being the most listed dog breed in the United States for 31
years in a row, the Labrador Retriever has dropped to second place
in the American Kennel Club's annual survey of the country's most
popular canines. The French Bulldog is the new top dog in the
United States as of 2022. The stylish puppy has ascended the
rankings in rapid time despite having health concerns and limited
color choices.”
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Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
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[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants.
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This compilation is ideal for anyone looking to enhance their understanding of innovation management and drive meaningful change within their organization. Whether you aim to improve product development processes, enhance customer experiences, or drive digital transformation, these frameworks offer valuable insights and tools to help you achieve your goals.
INCLUDED FRAMEWORKS/MODELS:
1. Stanford’s Design Thinking
2. IDEO’s Human-Centered Design
3. Strategyzer’s Business Model Innovation
4. Lean Startup Methodology
5. Agile Innovation Framework
6. Doblin’s Ten Types of Innovation
7. McKinsey’s Three Horizons of Growth
8. Customer Journey Map
9. Christensen’s Disruptive Innovation Theory
10. Blue Ocean Strategy
11. Strategyn’s Jobs-To-Be-Done (JTBD) Framework with Job Map
12. Design Sprint Framework
13. The Double Diamond
14. Lean Six Sigma DMAIC
15. TRIZ Problem-Solving Framework
16. Edward de Bono’s Six Thinking Hats
17. Stage-Gate Model
18. Toyota’s Six Steps of Kaizen
19. Microsoft’s Digital Transformation Framework
20. Design for Six Sigma (DFSS)
To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
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Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.AnnySerafinaLove
This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
Digital Marketing with a Focus on Sustainabilitysssourabhsharma
Digital Marketing best practices including influencer marketing, content creators, and omnichannel marketing for Sustainable Brands at the Sustainable Cosmetics Summit 2024 in New York
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date.
Key highlights include Microsoft's Digital Transformation Framework, which focuses on driving innovation and efficiency, and McKinsey's Ten Guiding Principles, which provide strategic insights for successful digital transformation. Additionally, Forrester's framework emphasizes enhancing customer experiences and modernizing IT infrastructure, while IDC's MaturityScape helps assess and develop organizational digital maturity. MIT's framework explores cutting-edge strategies for achieving digital success.
These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
Frameworks/Models included:
Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
DXC Technology’s Digital Transformation Framework
The BCG Strategy Palette
McKinsey’s Digital Transformation Framework
Digital Transformation Compass
Four Levels of Digital Maturity
Design Thinking Framework
Business Model Canvas
Customer Journey Map
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The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...
Brand personal relationship
1. BRAND PERSONAL
RELATIONSHIP
Group 3
Submitted by:
Ken Sekhar FT13141
Garima Yadav FT13220
Abhishek Sharma FT13300
Jeewant Singh Gupta FT13340
Vaishnavi Shrikhande FT13384
Lathish Venugopal FT13435
2. Personality Sketch- Jean
• 59-years old Italian, married, working as a barmaid
• Middle-class, large family(extended)
Personality Sketch Brand Associations
Hard-working/ Honesty/ Integrity High Quality/Best – Revere ware, Pastene
tomatoes, Philip Berio olive oil, Progresso
vinegar, Bounty paper, Jenn-Air, Electrolux,
Tide
Homely/ family oriented/ Compassionate Family associations – Estee Lauder, Team
cereal, Jell-O-pudding, Bunny yummies
Confined to her comfort zone Established Brands- Frigidaire, General
Electric,
Traditional Personalized Service- Boar’s head from
Gloria market, Chem-Dry, Benjamin and
Moore
Independent/ Confident Deserves – Shimmer Light shampoo, Skippy
Needs association/affiliation DeMoulas
Cleanliness/Hygiene Hygiene – Tide, Aussie Miracle shampoo,
Comet sink cleaner, Kohler
3. Personality Sketch- Karen
• 39-years old, divorcee, working as a office manager
• Middle-class, 2 children, busy and hectic lifestyle
Personality Sketch Brand Associations
Confused Indifferent towards most brands – thinks
big brands are all alike, Mop and Glo,
Pamolive (used from influence of others)
Seeking companionship Companionship- Reebok, Coke
Prefers simplicity, time saving activities Convenient buyer- Success rice, Tide(on
display basis)
Penurious On Sale/Coupons – Detergents, Dish
washing liquid,
Conscious about her appearance Strong association – Mary Kay, Dove
Loyal Gatorade, Ban
4. Personality Sketch- Vicki
• 23-years old, single, student
Personality Sketch Brand Associations
Loyal/ committed Loyal – Ivory, Crest, Intimate musk, Opium,
Soft n Dry,
Feminine/ Wholesome/ Purity Pure – Ivory, Victoria’s secret,
Prefers Brands which reflect her personality Aveda Elixir, Aromatics Mint, Rosemary
shampoo
Cleanliness Crest
5. Brands used
Life stories of our three informants.
Relationships with the brands they
know and use.
Connections formed between
consumers and their closely-held
brands.
Are these connections specific to
individual brands, or can patterns be
identified across brands in a given
consumer's portfolio?
Are Jean’s brand relationships
different from Karen’s or
Vicki’s? Whose brand relationships
are strongest? Why?
6. Life Story Analysis And Brand Relationships- JEAN
Life story Relationships
Yes, Jean has a close relationship and
Very particular about the
association with the Brands she uses.
Tensions in personal life, a
troubled childhood, Given a
products that define her forte-
cooking and housekeeping. Is
She is a hard working woman, strong by
step motherly treatment
etc.
critical in analyzing these
products and has formed a
Nature, has seen lots of ups and downs
close association. in life and likes a life of certainty.
One common thread running
Needs to be affiliated to a
through the brand set she
group. The need for
affiliation is strong. Willing
uses- these are all well known Similarly, the brands she uses have had
brands. She doesn’t want to
to not use her material
possessions (jewelry, fur
“experiment” and spend on a proven track record, are known for
something that is absolutely
coat etc.) in order to remain
accepted within her group.
new. In a sense, it is inline with long-lasting products and are not
her affinity to “certainty”
necessarily the “economical”
She is motivated to meet Has worked hard for her substitutes.
the same people every day. “things” and expects her stuff
She feels that she is well to be as long-lasting and “hard
known amongst her peer working” as she herself is. Eg.
group and values her She states that things made in
“extended” family. the older days lasted longer.
GE iron.
She is happy in her life and is
not receptive to change.
Tends to hold onto the
“things” she has attained.
Works hard for the things she
likes, preserves them well and
is materialistic.
7. Life Story Analysis And Brand Relationships- KAREN
Life story Relationships
We believe that Karen leads a fast paced
life-style and is probably facing a mid-
Experiencing mid-life crisis.
Is on the lookout for products
that make her look younger.
life crisis. She wants to give her children
Has a very fast paced
lifestyle.
Mary-Kay. Also looks out for
products and brands that can
the best of opportunities. She is also
help her fast paced- lifestyle. very particular about her make-up stuff.
Her Reebok shoes and her
Facing conflicts of interests resistance to give up Coke are She has a close association with the
between her self-interests
and her kids interests
strong determinants of her
holding onto things and
brands she has been using since
memories.
childhood and the ones that have been
suggested to her by her mother and
She trusts the experts
Her motivation to look (gatorade), usually chooses other important people in her life.
younger than others of her generic products that are
age is a strong . Lives a cheaper (detergents) and at the
structured and disciplined
life- manages time for
same time, she is particular
about the products that matter
She is also confused for a major part of
herself to her specifically.
her life and usually picks the alternatives
that are cheaper and fit the “need of
Seeks companionship,
reflects back on the life
the day” the best.
she has seen and wants to
give her children what she
could not get. Has
budgetary constraints
8. Life Story Analysis And Brand Relationships- VICKI
Life story Relationships
Yes, Vicki has a strong relationship with
the brands she uses. She identifies
Conflict between
dependence and In certain sense she is a variety herself with the brands she uses. She
independence. She also seeker, but is very particular
consulted a career about the brands she uses. Has a sees herself as being pure and simple
couselor- confused about huge brand set,
her future path. and makes sure that it reflects in the
brands she uses. Known as the “ivory”
Very strong views which
she is not ready to Associates herself with ivory girl.
compromise on. (simple and pure), elixir (scent)
Committed to friends and and other products that have
people she likes. The same anything to do with flowery
resonates in the brands fragrances. She has a thing for scents and these
she picks.
days, she is mostly into flowery scents.
She is a strongly committed person in
Is very aware about her
feminine nature- flowery
For most of the brands she uses,
she has been a long standing
real life and this reflects in her attitude
fragrances and bedsheets
etc. Simplicity and purity
user. She has stuck to brands
and practices loyalty and strong
towards brands as well.
define her. affiliation in her real life as well
She is also biased towards the brands
Semi-dependent on her
parents, likes her family, is
she uses. This might also have
OK with the idea of putting
up with her parents for
something to do with “I can do anything
some time to save up for
her own place.
for my friends” attitude.
9. Brand Stories Analysis- Jean
Brand Type of Reason for Buying
Relationship
Jenn-Air Self-expressive- She just knows about the brand and is using it
Weak because she has heard about it from her peer
group
Fridgeidaire Functional- Trust in the company
refrigerator Strong
Electrolux vacuum Self-expressive- Trust in the company
cleaner Strong
Comet sink cleaner Functional- Moved to this brand because her old brand
Strong malfunctioned and deteriorated
Aussie Miracle Functional- Thinks that it is good for her hair
shampoo Strong
Tide Detergent Functional- High functional utility.
Weak
General Electric irons Self-expressive Gifted by someone- still works better than others
and functional
10. Brand Stories Analysis- Jean (continued)
Brand Type and strength Reason for Buying
of Relationship
Rever Ware Stainless Steel Functional- strong Sauce doesn’t burn- gifted on to her
daughter also
Pastene Tomatoes Functional- medium Best taste for sauce- ready to use
Hunts Special Sauce Self-expressive- For addition of taste- may or may not
medium use again
Philip Berio Olive Oil Emotional- strong She feels that the taste is better-
experiential value
Progresso bread crumbs & Emotional- strong They are Italian and she has recently
vinegar developed an affinity for Italians.
Feels like home.
Johnnie’s Foodmaster meat Emotional-strong Likes the taste
Contadian Tomato Paste Self-expressive- For garnishing and additional taste
Weak
Bounty paper towels Functional- Strong Likes this brand because its more
renowned.
11. Brand Stories Analysis- Karen
Brand Type of Reason for Buying
relationship
Detergent: Functional- Not able to distinguish between brands.
Tide, Cheer, Surf Weak Depend on- Sale, location, display
Success Rice Functional- Feels it is one-of-a-kind
Strong
Comet Functional Dislikes Ajax because of low performance
Weak
Gateway Functional Preferred over Apple
Weak
Joy Functional Her mother used to use it
Weak
Ban Functional No specific reason
Weak
12. Brand Stories Analysis- Karen (continued)
Brand Type of Reason for Buying
relationship
Miracle Whip Functional No specific reason
Weak
Mary Kay Emotional- Believes it keeps her younger
Strong
Dove Self Feels the difference on using Dove and on using any
Expressive- other soap.
Strong
Gatorade Emotional- Likes the taste
Strong
Reebok Emotional- Emotional attachment
Strong
Coke Self No specific reason
Expressive-
Strong
13. Brand Stories Analysis- Vicki
Brand Type of Reason for Buying
Relationship
Ivory- Soap, Shampoo, Self Expressive- Wants everyone to associate her with
Conditioner Strong Ivory
Crest- Toothpaste Functional- Weak Suits best for her needs
Soft n dry Self-expressive- Peer Recognition
Strong
Opium Emotional- Strong People notices her
Intimate Musk Emotional- Strong She wants to be smelt like it
Jordache Love Musk Functional- weak Bought during Christmas
Victoria’s Secret,Maidenform, Functional- Strong For different types of use and at
Playtex, Bali different time of the day
Aveda Elixir Emotional- medium Depends on her mood
14. Strongest Brand Relationship
• Jean’s relationships seem to be the strongest amongst all three
– She has tried and tested the products over a longer period of time as
compared to both Karen and Vicki
– Karen is confused about her brands anyway and Vicki has just started
developing a taste and affinity for brands.
– Jean has worked hard for each of her possessions and values hers possessions
highly. Therefore, she is bound to be more particular and strongly associated
with her choice of brands.
15. Description of pool of brand relationships in ways that might be
managerially useful
The relationships can be broadly classified as:
1. Functional – Eg. – Tide for Jean. Managers can use this relationship to
build resonance among the customer based on the functional value of
the product.
2. Emotional – Eg. – Ban for Karen. Managers should focus on
communicating the emotional value associated with the brand.
3. Self-expressive Eg. – Ivory. Manager should focus on communicating
independence, confidence associated with the brand.
16. Strong and Enduring Brand Relationships
Brand Reason
Jean Frigidaire 15 years of reliable usage; customer service par
excellence; personal belief- brand is better than
competition
Estee Lauder Based on her emotions rather than attribute of the
product
Karen Mary Kay Works on both functional and emotional levels:
believes it is the secret of your youthful looks
Coke Self imposed restriction to use this over diet variants
Vicki Ivory Uses it because it amplifies her self image
Soft’n Dry Believes that the brand resonates with her image:
Vicki smell
17. Questions to Measure the Strength or Quality of a Brand Relationship
Brand Questions to gauge strength/ quality of brand relationship
Jean Frigidaire Would you still buy/ recommend the product if the price were to
be raised?
What if the customer service were to be charged?
Estee Lauder Would you still buy/ recommend the product if the price were to
be raised?
What if your preferred fragrance is taken out of production?
Karen Mary Kay Would you still buy/ recommend the product if the price were to
be raised?
How often do you recommend Mary Kay to your friends and
family?
Coke Would you still buy/ recommend the product if the price were to
be raised?
Would you switch to a Coke substitute ?
18. Questions to Measure the Strength or Quality of a Brand Relationship
(cont.)
Brand Questions to gauge strength/ quality of brand relationship
Vicki Ivory Would you still buy/ recommend the product if the price were to
be raised?
What if Ivory changed its positioning?
Soft’n Dry Would you still buy/ recommend the product if the price were to
be raised?
What if a new brand was available with the same characteristic
smell?
19. Why do some relationships decline and dissolve while others
intensify and endure?
Decline:
- New brand with better functionality
- Brand (meaning) no longer relevant to changing customer preferences
- Brand unavailable
Intensify:
- Corroboration by friends and family
- Lives up to the brand promise
- Brand resonance with consumer personality
20. Evolution of High Quality Relationship with Time:
A high quality relationship develops when the personality of the customer
matches that of the brand. The customer expresses high brand salience and
affiliates himself with the brand leading to brand resonance.
Eventually, a close-net loyal relationship is evolved. Eg. – Jean uses the brand
Frigidaire because she is:
• Traditional – Thus values the long established brands
• Likes high quality – The product expresses high quality with good
customer service.
Have the stories of Jean, Karen and Vicki disturbed your sense of the
meaning of brand loyalty, customer satisfaction and brand equity in any
way?
No, the stories in the case are in sync with Keller’s CBBE model.
21. Three consumer-brand relationships that would endure five
years after these initial interviews.
Karen with Mary Kay – Very strong association with the brand
Jean with Frigidaire – Strong quality perception
Vicky with Ivory – Brand loyalty, using since childhood
22. Brand Hierarchy Pyramid
Resonance
Loyal
Judgment Feelings
High quality, Purity,
high wholesomeness
credibility
Performance Imagery
Cleanliness , Pure , White
mild, scented
Salience
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