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This document discusses brand and category understanding, focusing on brand 6Ps and unique selling points. It analyzes a particular brand's proposition, product, price, promotion, packaging, and placement. The brand's proposition is described as "Tasty dishes without MSG!", and its product is meat granules made from meat and bone extract fortified with iodine. Various details are given about the brand's pricing, promotional activities, packaging design, and current placement in different retail locations.
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The document discusses segmentation, targeting, and positioning (STP) as key marketing strategies. Segmentation involves dividing the total market into subsets based on characteristics like demographics, psychographics, or behaviors. Targeting refers to selecting specific market segments to focus marketing efforts on based on company objectives. Positioning creates a brand image in consumers' minds by associating products with benefits, price/quality, applications, users, or cultural symbols. The document provides examples of single segment, multi-segment, and undifferentiated targeting strategies as well as different positioning strategies used in advertising claims.
Red Bull Brand Extension - small
Red Bull is considering extending its brand into caffeinated energy bars. It would leverage Red Bull's brand image of high energy and excitement. The implementation strategy includes placing bars in convenience stores with eye-catching packaging and a premium price of $3.99. Red Bull projects the total energy bar market size at $1.2 billion, and estimates it could capture a 5% initial market share.
Product Line and Product Mix decisions
The document discusses product line definitions and decisions. It provides examples of Jyothi Lab's product lines which include fabric care, dishwash, personal care, and household insecticide ranges. Product line decisions involve stretching or filling a line. Factors influencing these decisions include company objectives, costs, and quality. Product line stretching can be downward, upward, or two-way. Filling involves adding more items. The document also defines product mix as all product lines and items offered for sale. It discusses the width, length, depth, and consistency of a company's product mix using Jyothi Lab as an example.
What are the important brand architecture decisions in developing a branding ...
There are several important brand architecture decisions to consider when developing a branding strategy. These include whether to create a new brand, extend an existing brand, or use a combination of new and existing elements. Other decisions include whether to use line extensions, category extensions, individual brand names, a corporate umbrella name, or sub-brands. Finally, large businesses may use a brand portfolio to encompass multiple brands, services, and companies under one umbrella. Each brand in the portfolio often has its own trademarks but operates as an individual entity.
What are the important brand architecture decisions in developing a branding ...
This document discusses branding strategies for new products. It presents three options for branding a new product: using new brand elements, applying some existing brand elements, or using a combination. It also distinguishes between a "house of brands" approach with separate brand names and a "branded house" approach with a single corporate brand name. Finally, it notes that established brands can help introduce new products by setting positive expectations, but may also risk brand dilution if applied too broadly.
What are the important brand architecture decisions in developing a branding ...
A firm developing a new product branding strategy has three main choices: creating new brand elements, applying existing brand elements, or combining new and existing elements. There are alternative branding strategies such as individual brand names, a corporate umbrella name, or sub-brands. Brand portfolios include brands that play roles as flankers, cash cows, entry-level, or prestige products. Brand extensions introduce new products under an established brand name as either line extensions within a product category or category extensions to new categories, which can improve odds of success but risk brand dilution.
What are the important brand architecture decisions in developing a branding ...
The document discusses different branding strategies a firm can use when introducing a new product. It explains that a firm can develop new brand elements, use an existing brand through a brand extension, or combine new and existing elements in a sub-brand. It also discusses individual/family brands, corporate/umbrella brands, and sub-brands. Additionally, it defines a brand portfolio and shows examples of different types of brand extensions in a portfolio, along with advantages like improved success odds but also potential disadvantages like brand dilution.
Consumer evaluation of brand extensions: can online brands be extended to off...
This document is a thesis submitted by Antonio Martinez for the award of an MSc in International Business with Marketing from Heriot-Watt University in 2011. The thesis examines whether online brands can be successfully extended to offline product categories from a consumer perspective. It develops a model combining factors from prior brand extension research with variables related to online branding. An empirical survey is analyzed through regression to identify the most important factors influencing consumer attitude toward extensions of online brands. The results indicate that consumer attitude is determined by product similarity, emotional brand associations, marketing support, and involvement in the new product category. The success of online brands expanding offline will depend on building strong brand personality and relationships as well as marketing that reinforces similarity and involvement.
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Stp
The document discusses segmentation, targeting, and positioning (STP) as key marketing strategies. Segmentation involves dividing the total market into subsets based on characteristics like demographics, psychographics, or behaviors. Targeting refers to selecting specific market segments to focus marketing efforts on based on company objectives. Positioning creates a brand image in consumers' minds by associating products with benefits, price/quality, applications, users, or cultural symbols. The document provides examples of single segment, multi-segment, and undifferentiated targeting strategies as well as different positioning strategies used in advertising claims.
Red Bull Brand Extension - small
Red Bull is considering extending its brand into caffeinated energy bars. It would leverage Red Bull's brand image of high energy and excitement. The implementation strategy includes placing bars in convenience stores with eye-catching packaging and a premium price of $3.99. Red Bull projects the total energy bar market size at $1.2 billion, and estimates it could capture a 5% initial market share.
Product Line and Product Mix decisions
The document discusses product line definitions and decisions. It provides examples of Jyothi Lab's product lines which include fabric care, dishwash, personal care, and household insecticide ranges. Product line decisions involve stretching or filling a line. Factors influencing these decisions include company objectives, costs, and quality. Product line stretching can be downward, upward, or two-way. Filling involves adding more items. The document also defines product mix as all product lines and items offered for sale. It discusses the width, length, depth, and consistency of a company's product mix using Jyothi Lab as an example.
What are the important brand architecture decisions in developing a branding ...
There are several important brand architecture decisions to consider when developing a branding strategy. These include whether to create a new brand, extend an existing brand, or use a combination of new and existing elements. Other decisions include whether to use line extensions, category extensions, individual brand names, a corporate umbrella name, or sub-brands. Finally, large businesses may use a brand portfolio to encompass multiple brands, services, and companies under one umbrella. Each brand in the portfolio often has its own trademarks but operates as an individual entity.
What are the important brand architecture decisions in developing a branding ...
This document discusses branding strategies for new products. It presents three options for branding a new product: using new brand elements, applying some existing brand elements, or using a combination. It also distinguishes between a "house of brands" approach with separate brand names and a "branded house" approach with a single corporate brand name. Finally, it notes that established brands can help introduce new products by setting positive expectations, but may also risk brand dilution if applied too broadly.
What are the important brand architecture decisions in developing a branding ...
A firm developing a new product branding strategy has three main choices: creating new brand elements, applying existing brand elements, or combining new and existing elements. There are alternative branding strategies such as individual brand names, a corporate umbrella name, or sub-brands. Brand portfolios include brands that play roles as flankers, cash cows, entry-level, or prestige products. Brand extensions introduce new products under an established brand name as either line extensions within a product category or category extensions to new categories, which can improve odds of success but risk brand dilution.
What are the important brand architecture decisions in developing a branding ...
The document discusses different branding strategies a firm can use when introducing a new product. It explains that a firm can develop new brand elements, use an existing brand through a brand extension, or combine new and existing elements in a sub-brand. It also discusses individual/family brands, corporate/umbrella brands, and sub-brands. Additionally, it defines a brand portfolio and shows examples of different types of brand extensions in a portfolio, along with advantages like improved success odds but also potential disadvantages like brand dilution.
Consumer evaluation of brand extensions: can online brands be extended to off...
This document is a thesis submitted by Antonio Martinez for the award of an MSc in International Business with Marketing from Heriot-Watt University in 2011. The thesis examines whether online brands can be successfully extended to offline product categories from a consumer perspective. It develops a model combining factors from prior brand extension research with variables related to online branding. An empirical survey is analyzed through regression to identify the most important factors influencing consumer attitude toward extensions of online brands. The results indicate that consumer attitude is determined by product similarity, emotional brand associations, marketing support, and involvement in the new product category. The success of online brands expanding offline will depend on building strong brand personality and relationships as well as marketing that reinforces similarity and involvement.
Product mix
Product mix refers to the total number of product lines and products offered by a company. It has four dimensions: width refers to number of product lines, length is total number of products, depth is variants within lines, and consistency is how linked products are. A product line is a subset of the mix and refers to a unique product category. There are various strategies for managing a product mix, including expanding or contracting lines, deepening lines, altering existing products, developing new uses, and differentiating products from competitors.
Power point notes
This document discusses elements of a company's product mix and product life cycle strategies. It defines the tangible and intangible parts of a product. The product mix includes the brand name, product line, packaging, and branding. Product extensions and enhancements are used to attract customers. The stages of the product life cycle are introduction, growth, maturity, and decline, with different pricing strategies used at each stage. Strategies to consider in decline include dropping the product, selling or licensing, discounting, regionalizing, modernizing, or recommitting the product.
Britannia ppt
Britannia is one of India's largest brands, founded in 1892 with an initial investment of Rs.295. It produces both healthy, economical biscuits like Tiger as well as more lifestyle-oriented products like Milkman Cheese. Britannia was the first Indian bakery to remove trans fats from biscuits. It innovates in health and nutrition, fortifying products with nutrients like iron and vitamins to provide smart nutrition. Tiger biscuits are among its fortified products.
Product life cycle
The document discusses the product life cycle, which consists of four main stages: introduction, growth, maturity, and decline. It describes the characteristics and strategies used in each stage. In the introduction, awareness is built and the market developed through branding, pricing, distribution, and promotion. In growth, brand preference and market share increase. Maturity sees competition and a focus on defending market share. Decline has options like maintaining, harvesting, or discontinuing the product. Forecasting the life cycle helps management plan strategies for each stage and modify or replace products accordingly.
Brand Extensions Ppt 0111
This document discusses new product and brand extensions. It defines a brand as symbolic representation of a company, product, or service that creates associations in consumers' minds. Brand extensions occur when an established brand name is used to introduce a new product. There are two main types of extensions: line extensions, which target new market segments within an existing product category, and category extensions, which enter a new product category. Brand extensions leverage existing brand equity and recognition to reduce risks and costs. However, extensions can also dilute brand meaning or confuse consumers if not executed properly. The document outlines factors to consider when evaluating potential brand extensions.
Ingredient branding the du pont way final version__pgp31029_ishita basu
DuPont has a long history of ingredient branding dating back to 1808 when DuPont became its company trade name. In 1909, DuPont established its super brand by connecting all of its brand names to "DuPont". Through the 20th century, DuPont shaped its image around ingredient branding and introduced iconic products like nylon. In the late 1980s, the term "ingredient branding" came into practice to describe DuPont's strategy of promoting its corporate brand throughout the value chain. While ingredient branding provides benefits like increased sales and brand equity, there are also challenges such as remaining invisible to consumers and retaining control over brand management.
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150 câu hỏi thi bằng lái xe máy A1 -Phần lý thuyết
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정품수면제구입￣http://7cc.kr＂「톡:c2017」정품수면제 구입처г수면제 구입방법?수면제 판매,수면제 구입,수면제 파는곳,수면제 약...
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CASK_BUSINESS PORFOLIO - Copy
The document provides information about CASK, a professional coaching network in Vietnam. It discusses CASK's vision of being the top coaching network applying skills and knowledge in Vietnam. It aims to connect experts with young professionals to share knowledge and facilitate career development.
CASK offers various services including business consulting, classroom training, transferring knowledge through follow-ups after training, and evaluating business performance. It provides comprehensive training programs on topics related to trade marketing like channels, customers, promotions and more, tailored for professionals of different experience levels.
CASK works with a network of professional coaches from leading companies in various industries to deliver its programs. It has a competency-based approach in developing training courses focused on practical skills.
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Product mix refers to the total number of product lines and products offered by a company. It has four dimensions: width refers to number of product lines, length is total number of products, depth is variants within lines, and consistency is how linked products are. A product line is a subset of the mix and refers to a unique product category. There are various strategies for managing a product mix, including expanding or contracting lines, deepening lines, altering existing products, developing new uses, and differentiating products from competitors.
Power point notes
This document discusses elements of a company's product mix and product life cycle strategies. It defines the tangible and intangible parts of a product. The product mix includes the brand name, product line, packaging, and branding. Product extensions and enhancements are used to attract customers. The stages of the product life cycle are introduction, growth, maturity, and decline, with different pricing strategies used at each stage. Strategies to consider in decline include dropping the product, selling or licensing, discounting, regionalizing, modernizing, or recommitting the product.
Britannia ppt
Britannia is one of India's largest brands, founded in 1892 with an initial investment of Rs.295. It produces both healthy, economical biscuits like Tiger as well as more lifestyle-oriented products like Milkman Cheese. Britannia was the first Indian bakery to remove trans fats from biscuits. It innovates in health and nutrition, fortifying products with nutrients like iron and vitamins to provide smart nutrition. Tiger biscuits are among its fortified products.
Product life cycle
The document discusses the product life cycle, which consists of four main stages: introduction, growth, maturity, and decline. It describes the characteristics and strategies used in each stage. In the introduction, awareness is built and the market developed through branding, pricing, distribution, and promotion. In growth, brand preference and market share increase. Maturity sees competition and a focus on defending market share. Decline has options like maintaining, harvesting, or discontinuing the product. Forecasting the life cycle helps management plan strategies for each stage and modify or replace products accordingly.
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This document discusses new product and brand extensions. It defines a brand as symbolic representation of a company, product, or service that creates associations in consumers' minds. Brand extensions occur when an established brand name is used to introduce a new product. There are two main types of extensions: line extensions, which target new market segments within an existing product category, and category extensions, which enter a new product category. Brand extensions leverage existing brand equity and recognition to reduce risks and costs. However, extensions can also dilute brand meaning or confuse consumers if not executed properly. The document outlines factors to consider when evaluating potential brand extensions.
Ingredient branding the du pont way final version__pgp31029_ishita basu
DuPont has a long history of ingredient branding dating back to 1808 when DuPont became its company trade name. In 1909, DuPont established its super brand by connecting all of its brand names to "DuPont". Through the 20th century, DuPont shaped its image around ingredient branding and introduced iconic products like nylon. In the late 1980s, the term "ingredient branding" came into practice to describe DuPont's strategy of promoting its corporate brand throughout the value chain. While ingredient branding provides benefits like increased sales and brand equity, there are also challenges such as remaining invisible to consumers and retaining control over brand management.
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رفیق سندیلوی کی نظم گوئی اور ناقدین
abk_ksr_mh.979/2017
رفیق سندیلوی کی نظم گوئی
اور
ناقدین
مقصود حسنی
ابوزر برقی کتب خانہ
فروری ٢٠١٧
150 câu hỏi thi bằng lái xe máy A1 -Phần lý thuyết
Nội dung 150 câu hỏi thi bằng lái xe máy A1, Bộ đề thi bằng lái xe máy A1 cực dễ học
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El documento discute el uso de la realidad aumentada en el arte y cómo ha dado lugar a nuevas perspectivas y visiones artísticas de vanguardia. Específicamente, habla de cómo la realidad aumentada permite combinar el mundo real con el virtual en un mismo espacio, y cómo artistas han usado esta técnica desde mediados de los 90 para hacer declaraciones críticas sobre temas sociales, culturales y políticos asociados con lugares físicos. También menciona los diferentes niveles de realidad aumentada, desde hiperenlaces en el mundo físico hasta
정품수면제구입￣http://7cc.kr＂「톡:c2017」정품수면제 구입처г수면제 구입방법?수면제 판매,수면제 구입,수면제 파는곳,수면제 약...
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수면제 약 부작용,수면제 종류,수면제 모양,【7CC.KR】톡:c2017
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수면제 약 부작용,수면제 종류,수면제 모양,【7CC.KR】톡:c2017
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CASK_BUSINESS PORFOLIO - Copy
The document provides information about CASK, a professional coaching network in Vietnam. It discusses CASK's vision of being the top coaching network applying skills and knowledge in Vietnam. It aims to connect experts with young professionals to share knowledge and facilitate career development.
CASK offers various services including business consulting, classroom training, transferring knowledge through follow-ups after training, and evaluating business performance. It provides comprehensive training programs on topics related to trade marketing like channels, customers, promotions and more, tailored for professionals of different experience levels.
CASK works with a network of professional coaches from leading companies in various industries to deliver its programs. It has a competency-based approach in developing training courses focused on practical skills.
Incremental Subdivision for Triangle Meshes
O documento apresenta um novo método de subdivisão incremental para malhas triangulares que permite refinar seletivamente áreas de um modelo sem afetar o restante. O método usa esquemas de subdivisão Loop e Butterfly de forma eficiente e consistente geometricamente. Os resultados indicam que a subdivisão incremental é mais eficiente do que métodos regulares simples.
Unf*ck the economy Leporello | Julius Raab Stiftung
Gerade im Wandel sind Unternehmen und unternehmerische Menschen Teil der Lösung und nicht der Probleme. Darum sagen wir: Unf*ck the economy
Presentacion de pasos sobre de hacer ejercicios de cables
ejercicios sobre: Cables,y pues a simple vista se nota que se hicieron paso a paso no de manera directa para aquellos que por logica sepan como se resolverian! aqui estan varios ejemplos.
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