How are brand successfully differentiated
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This document discusses ways for brands to successfully differentiate themselves, including through employee differentiation by providing superior customer service, channel differentiation by having effective distribution channels, image differentiation by appealing to customers' social and psychological needs through compelling images, service differentiation by focusing on reliability, resilience and innovativeness, and emotional branding by having a rational and emotional brand positioning that appeals to both logic and emotion. The key is for companies to find ways to perform that competitors cannot or will not match in order to avoid becoming a commodity and build a competitive advantage.
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How are brands successfully differentiated ?
This document discusses ways that companies can differentiate themselves, including through better trained employees, more effective distribution channels, crafting compelling brand images, and differentiating services. It provides examples of companies that have successfully differentiated themselves in these ways. The document also discusses emotional branding and how brands can develop emotional connections with customers through strong corporate culture, distinctive communication, and an emotional hook, commanding both respect and love.
How are brands successfully differentiated
The document discusses 4 main ways for brands to successfully differentiate themselves: 1) Employee differentiation through better trained employees who provide superior customer service. 2) Channel differentiation by more effectively designing distribution channels. 3) Image differentiation by crafting compelling images that appeal to consumers' social and psychological needs. 4) Service differentiation by designing a better and faster delivery system. A good brand positioning should contain points that appeal to both rational and emotional customer needs.
What are the differences in positioning and branding with a small business ?
Small businesses have limited resources for branding so they must focus on consistency, creativity, and low-cost marketing research. Some guidelines include conducting student projects to access expertise cheaply, focusing on one or two strong brands built on key associations, using integrated brand elements, creating buzz through PR and social media, and leveraging secondary associations to build equity despite constraints. Careful implementation of marketing is especially important given their resource limitations.
How can a firm develop and establish an effective positioning in the market?
This document discusses brand positioning and provides steps for developing an effective brand positioning strategy. It defines positioning as designing an offering and image to occupy a distinctive place in the target market's mind. The key steps are: 1) determining the competitive frame of reference, 2) choosing optimal points of difference (PODs) and parity (POPs), and 3) creating a brand mantra. PODs are unique attributes that make the brand superior, while POPs are necessary shared attributes. An effective brand mantra inspires employees and is personally relevant to consumers. Communicating the positioning internally and to consumers ensures the target market understands the brand as intended.
How can a firm develop and establish an effective positioning in the market?
This presentation is based on difficulties faced by a firm during positioning and how it overcomes those difficulties
How are brands successfully differentiated?
This presentation is based on Brand positioning which refers to “target consumer’s” reason to buy your brand in preference to others.
How can a firm develop and establish an effective positioning in the market
This document discusses developing a strong brand positioning by creating a customer-focused value proposition that competes effectively against other brands and makes the brand's superior qualities clear to consumers. It emphasizes establishing a positioning by defining what the brand offers and why it is a better choice than competitors.
Developing and establishing a brand positioning
The document discusses the importance of developing an effective brand positioning strategy. It defines positioning as designing a company's offering and image to occupy a distinctive place in the target market's mind. The goal of positioning is to maximize the potential benefit of the firm by locating the brand in consumers' minds. A good positioning strategy clarifies the brand's essence, identifies the goal it helps consumers achieve, and has elements that represent both its current standing and future aspirations. Determining points of difference and parity against competitors allows for optimal positioning. An effective positioning helps create a customer-focused value proposition and guides overall marketing strategy.
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How are brands successfully differentiated ?
This document discusses ways that companies can differentiate themselves, including through better trained employees, more effective distribution channels, crafting compelling brand images, and differentiating services. It provides examples of companies that have successfully differentiated themselves in these ways. The document also discusses emotional branding and how brands can develop emotional connections with customers through strong corporate culture, distinctive communication, and an emotional hook, commanding both respect and love.
How are brands successfully differentiated
The document discusses 4 main ways for brands to successfully differentiate themselves: 1) Employee differentiation through better trained employees who provide superior customer service. 2) Channel differentiation by more effectively designing distribution channels. 3) Image differentiation by crafting compelling images that appeal to consumers' social and psychological needs. 4) Service differentiation by designing a better and faster delivery system. A good brand positioning should contain points that appeal to both rational and emotional customer needs.
What are the differences in positioning and branding with a small business ?
Small businesses have limited resources for branding so they must focus on consistency, creativity, and low-cost marketing research. Some guidelines include conducting student projects to access expertise cheaply, focusing on one or two strong brands built on key associations, using integrated brand elements, creating buzz through PR and social media, and leveraging secondary associations to build equity despite constraints. Careful implementation of marketing is especially important given their resource limitations.
How can a firm develop and establish an effective positioning in the market?
This document discusses brand positioning and provides steps for developing an effective brand positioning strategy. It defines positioning as designing an offering and image to occupy a distinctive place in the target market's mind. The key steps are: 1) determining the competitive frame of reference, 2) choosing optimal points of difference (PODs) and parity (POPs), and 3) creating a brand mantra. PODs are unique attributes that make the brand superior, while POPs are necessary shared attributes. An effective brand mantra inspires employees and is personally relevant to consumers. Communicating the positioning internally and to consumers ensures the target market understands the brand as intended.
How can a firm develop and establish an effective positioning in the market?
This presentation is based on difficulties faced by a firm during positioning and how it overcomes those difficulties
How are brands successfully differentiated?
This presentation is based on Brand positioning which refers to “target consumer’s” reason to buy your brand in preference to others.
How can a firm develop and establish an effective positioning in the market
This document discusses developing a strong brand positioning by creating a customer-focused value proposition that competes effectively against other brands and makes the brand's superior qualities clear to consumers. It emphasizes establishing a positioning by defining what the brand offers and why it is a better choice than competitors.
Developing and establishing a brand positioning
The document discusses the importance of developing an effective brand positioning strategy. It defines positioning as designing a company's offering and image to occupy a distinctive place in the target market's mind. The goal of positioning is to maximize the potential benefit of the firm by locating the brand in consumers' minds. A good positioning strategy clarifies the brand's essence, identifies the goal it helps consumers achieve, and has elements that represent both its current standing and future aspirations. Determining points of difference and parity against competitors allows for optimal positioning. An effective positioning helps create a customer-focused value proposition and guides overall marketing strategy.
Marketing ( product positioning )
This document discusses product positioning. It defines product positioning as fitting a product or service into segments of the market to distinguish it from competition. It emphasizes that positioning gives a product a unique, credible, and sustainable position in consumers' minds by focusing on one key benefit. Effective positioning is relevant, clear, coherent, and requires patience to establish the brand over time. Examples of positioning strategies include positioning based on size, shape, price, quality, target audience, or other distinguishing factors.
What is brand equity ?
This document discusses brand equity and various models for measuring brand equity. It defines brand equity as the added value provided to products and services, and views customer-based brand equity from the perspective of consumer perceptions developed over time. Three models for measuring brand equity are described: Young and Rubicam's BrandAsset Valuator model focuses on energized differentiation, relevance, esteem and knowledge; Millward Brown and WPP's BrandZ model involves a process of presence, relevance, performance, advantage and bonding; and the Brand Resonance Model proposes reaching the top of a brand pyramid involving salience, performance, imagery, judgements, feelings and resonance.
How can a firm develop and establish an effective positioning in the market.pptx
The document discusses how firms can develop and establish effective brand positioning in the market. It explains that positioning is designing a company's offering and image to occupy a distinctive place in the minds of the target market. It then outlines three key steps to develop positioning: 1) determine the competitive frame of reference to identify main competitors, 2) determine the unique points of difference and shared points of parity compared to competitors, and 3) create a memorable brand mantra that defines the category and inspires customers.
Positioning
Positioning is designing a company's offering and image to occupy a unique place in customers' minds. There are various positioning strategies including attribute, price/quality, application, and user positioning. To determine positioning, a company should identify competitors, understand competitor and customer perceptions, analyze customer preferences, decide on a position, and monitor the position. Effective positioning connects a product to the target market, provides a competitive advantage, and better serves customer needs.
Channel differentiation & image differentiation
This document discusses channel differentiation and image differentiation strategies for marketing. It provides examples of direct and indirect marketing channels and how companies can differentiate through expanded coverage, expertise of channel members, and performance. Image differentiation is discussed including use of symbols, logos, media like print, TV, radio, social media, advertising, and events to create a unique brand image. AMUL is used as a case study and how it has successfully implemented these channel and image differentiation strategies.
What is a brand equity
Brand equity is the added value provided to products and services that affects how consumers perceive the brand. It is reflected in factors like prices and profits. Customer-based brand equity views it from the consumer perspective based on what they have experienced about the brand over time. A brand promise is the vision of what the brand must deliver to consumers. Different models measure brand equity through elements like differentiation, relevance, esteem, knowledge, presence, performance, advantage, bonding, salience, imagery, judgments and feelings that ultimately lead to brand resonance.
Positioning
Positioning involves placing a brand in customers' minds in a way that occupies a distinctive place in the target market. It is defined as what is done to the mind of the customer rather than what is done to the product. Effective positioning differentiates a brand in a way that delivers a valued, distinctive, superior, preemptive, and affordable benefit to buyers. Principles of positioning include being first to market or creating a new category. Positioning errors can occur if a brand is under positioned, over positioned, confused, or doubtful in customers' minds. Strategies include positioning by attributes, benefits, use, competitors, product category, quality, price, or target market. Perceptual mapping involves understanding customers' ideal product
Product Positioning
Product positioning refers to activities undertaken by marketers to create and maintain value for their brand in customers' minds compared to competitors. Successful positioning has clarity on value proposition, consistency in quality and performance, and credibility/trustworthiness. For market leaders, reinforcing their first-mover advantage or introducing new brands to changing needs works. For followers, identifying unoccupied positions allows being first in customers' minds. Repositioning includes changing a product's image, modifying it for changing customer needs, targeting different market segments with the same product, or changing both product and target market. Pitfalls include under positioning by diluting ideas, over positioning by promoting an unrealistic image, confused positioning by changing strategies too much, doubtful positioning by promoting
Marketing management
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Differentiation strategies
This document discusses various strategies for differentiating a company, including through employees, channels, image, services, and emotional branding. It notes that differentiation strategies should be compelling to consumers and related to product/service aspects. Employee differentiation involves well-trained staff providing superior customer service. Channel differentiation makes purchasing easier through effective distribution. Image differentiation appeals to social/psychological needs. Service differentiation offers faster, more effective solutions. Emotional branding relies on an authentic people-focused culture and compelling emotional hook to gain mind share, heart share, and ultimately market share.
PRODUCT POSITIONING
The document discusses product positioning and branding. It defines positioning as designing a company's offers and image to occupy a distinct place in customers' minds. Elements of positioning include the product, company, competition, and consumer. Branding transforms commodities into value-added propositions through building brand identity, positioning, leveraging extensions, measuring equity, and protecting the brand. Successful brands develop deep respect for how their products fit into consumers' lives.
How can a firm develop and establish an effective positioning in the market
A firm can develop an effective market position by determining a frame of reference through identifying their target market and relevant competitors. This involves identifying optimal points of parity and difference compared to competitors by analyzing their real and perceived weaknesses. A company should then choose a brand mantra that captures the essence of their brand to occupy a distinctive place in the target market's mind. For small businesses, proper positioning and branding requires creativity within limited budgets to build their brand.
Positioning
1. Positioning involves designing a company's offering and image to occupy a distinctive place in customers' minds.
2. There are various positioning strategies such as attribute, benefit, user, and competitor positioning. Nestle successfully positioned Maggi noodles as a snack item for children between meals based on careful study.
3. Right positioning is critical for success, as wrong positioning strategies like underpositioning, overpositioning, confused positioning, and doubtful positioning can negatively impact sales.
positioning and marketing of consumer durables
Positioning involves finding a place for a brand in the minds of consumers by identifying differences between products, selecting the right differences to focus on, and communicating those differences effectively. The objectives of positioning are to create a distinctive place for the brand, develop and redesign products appropriately, and provide a clear reason for customers to buy. Positioning is determined by customers, not what companies do to their products directly.
Brand Equity
Brand equity is the added value that endowed to products and services. This value may be reflected in how consumers think, feel, and act with respect to the brand, as well as the prices, market share and profitability that the brand commands for the firm. Brand equity is an important intangible asset that has psychological and financial value to the firm.
Brand equity
Brand equity refers to the added value provided to products and services due to their brand. It is represented by the assets and liabilities linked to a brand's name and symbol. Brand equity creates value for both customers and firms through improved perceptions, greater loyalty, and additional opportunities like extensions. Building strong brand equity requires careful planning and long-term investment in areas like the brand's elements, marketing activities, and customer knowledge. Measuring brand equity can be done through audits, tracking, and valuation to manage brands effectively over time.
Brand development
The document discusses brand development for a company seeking a competitive advantage. It outlines a process to define the company's brand identity, positioning, culture, and visual appearance. This includes analyzing perceptions of the company, developing a brand vision and values, ensuring employee alignment, and creating branding materials like logos, websites and advertisements. The goal is to clearly communicate the brand's message and differentiation to stakeholders.
Segmenting, Targeting n Brand Positioning
Market segmentation involves dividing the market into subgroups that have similar needs. There are four types of customer loyalty segments: hard-core, split loyals, shifting loyals, and switchers. Brand positioning is defining a brand's place relative to competitors in consumers' minds based on points of parity (shared attributes) and points of difference (unique attributes). Effective positioning requires relevance, clarity, distinctiveness, coherence, commitment, courage, and patience. Common positioning strategies include leveraging existing brands, focusing on product features/benefits, price-quality, competitive differentiation, and targeting specific customer categories. Positioning errors to avoid are under positioning, over positioning, confused positioning, and doubtful positioning.
develop and establish an effective positioning in the market
this slide gives you the basic knowledge development in strategies behind how you develop and establish a strong brand in the market.
Brand Strategy: Creating Value through Image & Identity
The document discusses branding and brand strategy. It defines branding as creating a total experience using communication channels to forge an emotional connection. Brand strategy is managing the total experience by knowing who you are, what you're saying, and your market position. Branding builds loyalty in customers and employees and leads to increased company value, sales, lead generation, and cost and time savings. Developing a brand involves brand messaging like mission/vision statements and brand positioning, as well as brand presentation through materials and touchpoints like websites, spaces, print, and broadcast media. Case studies show branding leading to increased company value through acquisition, higher sales through new locations, and cost savings over time.
How are brands successfully differentiated?
The document discusses ways for companies to achieve competitive advantage through differentiation, including acquiring better-trained employees, designing more effective distribution channels, crafting compelling brand images, providing faster delivery systems, and incorporating emotional branding to appeal to customers' social and psychological needs. It emphasizes the importance of emotional branding by evoking trust, affection, and loyalty in customers and assessing if a brand has a strong people-focused culture and communication style.
How are brands successfully differentiated
This document discusses ways for companies to gain competitive advantages through differentiation. It identifies employee, channel, image, and service differentiation as potential means to outperform competitors. It also emphasizes the importance of emotional branding by appealing to customers' heads and hearts to build trust, affection, and loyalty. The document recommends crafting brands with sensuality, mystery, intimacy, and a people-focused culture to develop strong emotional connections with consumers.
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Marketing ( product positioning )
This document discusses product positioning. It defines product positioning as fitting a product or service into segments of the market to distinguish it from competition. It emphasizes that positioning gives a product a unique, credible, and sustainable position in consumers' minds by focusing on one key benefit. Effective positioning is relevant, clear, coherent, and requires patience to establish the brand over time. Examples of positioning strategies include positioning based on size, shape, price, quality, target audience, or other distinguishing factors.
What is brand equity ?
This document discusses brand equity and various models for measuring brand equity. It defines brand equity as the added value provided to products and services, and views customer-based brand equity from the perspective of consumer perceptions developed over time. Three models for measuring brand equity are described: Young and Rubicam's BrandAsset Valuator model focuses on energized differentiation, relevance, esteem and knowledge; Millward Brown and WPP's BrandZ model involves a process of presence, relevance, performance, advantage and bonding; and the Brand Resonance Model proposes reaching the top of a brand pyramid involving salience, performance, imagery, judgements, feelings and resonance.
How can a firm develop and establish an effective positioning in the market.pptx
The document discusses how firms can develop and establish effective brand positioning in the market. It explains that positioning is designing a company's offering and image to occupy a distinctive place in the minds of the target market. It then outlines three key steps to develop positioning: 1) determine the competitive frame of reference to identify main competitors, 2) determine the unique points of difference and shared points of parity compared to competitors, and 3) create a memorable brand mantra that defines the category and inspires customers.
Positioning
Positioning is designing a company's offering and image to occupy a unique place in customers' minds. There are various positioning strategies including attribute, price/quality, application, and user positioning. To determine positioning, a company should identify competitors, understand competitor and customer perceptions, analyze customer preferences, decide on a position, and monitor the position. Effective positioning connects a product to the target market, provides a competitive advantage, and better serves customer needs.
Channel differentiation & image differentiation
This document discusses channel differentiation and image differentiation strategies for marketing. It provides examples of direct and indirect marketing channels and how companies can differentiate through expanded coverage, expertise of channel members, and performance. Image differentiation is discussed including use of symbols, logos, media like print, TV, radio, social media, advertising, and events to create a unique brand image. AMUL is used as a case study and how it has successfully implemented these channel and image differentiation strategies.
What is a brand equity
Brand equity is the added value provided to products and services that affects how consumers perceive the brand. It is reflected in factors like prices and profits. Customer-based brand equity views it from the consumer perspective based on what they have experienced about the brand over time. A brand promise is the vision of what the brand must deliver to consumers. Different models measure brand equity through elements like differentiation, relevance, esteem, knowledge, presence, performance, advantage, bonding, salience, imagery, judgments and feelings that ultimately lead to brand resonance.
Positioning
Positioning involves placing a brand in customers' minds in a way that occupies a distinctive place in the target market. It is defined as what is done to the mind of the customer rather than what is done to the product. Effective positioning differentiates a brand in a way that delivers a valued, distinctive, superior, preemptive, and affordable benefit to buyers. Principles of positioning include being first to market or creating a new category. Positioning errors can occur if a brand is under positioned, over positioned, confused, or doubtful in customers' minds. Strategies include positioning by attributes, benefits, use, competitors, product category, quality, price, or target market. Perceptual mapping involves understanding customers' ideal product
Product Positioning
Product positioning refers to activities undertaken by marketers to create and maintain value for their brand in customers' minds compared to competitors. Successful positioning has clarity on value proposition, consistency in quality and performance, and credibility/trustworthiness. For market leaders, reinforcing their first-mover advantage or introducing new brands to changing needs works. For followers, identifying unoccupied positions allows being first in customers' minds. Repositioning includes changing a product's image, modifying it for changing customer needs, targeting different market segments with the same product, or changing both product and target market. Pitfalls include under positioning by diluting ideas, over positioning by promoting an unrealistic image, confused positioning by changing strategies too much, doubtful positioning by promoting
Marketing management
Product Targeting and Positioning.with examples ,figures,diagrams, Positioning errors ,life cycle and small amount of segmentation also..
Differentiation strategies
This document discusses various strategies for differentiating a company, including through employees, channels, image, services, and emotional branding. It notes that differentiation strategies should be compelling to consumers and related to product/service aspects. Employee differentiation involves well-trained staff providing superior customer service. Channel differentiation makes purchasing easier through effective distribution. Image differentiation appeals to social/psychological needs. Service differentiation offers faster, more effective solutions. Emotional branding relies on an authentic people-focused culture and compelling emotional hook to gain mind share, heart share, and ultimately market share.
PRODUCT POSITIONING
The document discusses product positioning and branding. It defines positioning as designing a company's offers and image to occupy a distinct place in customers' minds. Elements of positioning include the product, company, competition, and consumer. Branding transforms commodities into value-added propositions through building brand identity, positioning, leveraging extensions, measuring equity, and protecting the brand. Successful brands develop deep respect for how their products fit into consumers' lives.
How can a firm develop and establish an effective positioning in the market
A firm can develop an effective market position by determining a frame of reference through identifying their target market and relevant competitors. This involves identifying optimal points of parity and difference compared to competitors by analyzing their real and perceived weaknesses. A company should then choose a brand mantra that captures the essence of their brand to occupy a distinctive place in the target market's mind. For small businesses, proper positioning and branding requires creativity within limited budgets to build their brand.
Positioning
1. Positioning involves designing a company's offering and image to occupy a distinctive place in customers' minds.
2. There are various positioning strategies such as attribute, benefit, user, and competitor positioning. Nestle successfully positioned Maggi noodles as a snack item for children between meals based on careful study.
3. Right positioning is critical for success, as wrong positioning strategies like underpositioning, overpositioning, confused positioning, and doubtful positioning can negatively impact sales.
positioning and marketing of consumer durables
Positioning involves finding a place for a brand in the minds of consumers by identifying differences between products, selecting the right differences to focus on, and communicating those differences effectively. The objectives of positioning are to create a distinctive place for the brand, develop and redesign products appropriately, and provide a clear reason for customers to buy. Positioning is determined by customers, not what companies do to their products directly.
Brand Equity
Brand equity is the added value that endowed to products and services. This value may be reflected in how consumers think, feel, and act with respect to the brand, as well as the prices, market share and profitability that the brand commands for the firm. Brand equity is an important intangible asset that has psychological and financial value to the firm.
Brand equity
Brand equity refers to the added value provided to products and services due to their brand. It is represented by the assets and liabilities linked to a brand's name and symbol. Brand equity creates value for both customers and firms through improved perceptions, greater loyalty, and additional opportunities like extensions. Building strong brand equity requires careful planning and long-term investment in areas like the brand's elements, marketing activities, and customer knowledge. Measuring brand equity can be done through audits, tracking, and valuation to manage brands effectively over time.
Brand development
The document discusses brand development for a company seeking a competitive advantage. It outlines a process to define the company's brand identity, positioning, culture, and visual appearance. This includes analyzing perceptions of the company, developing a brand vision and values, ensuring employee alignment, and creating branding materials like logos, websites and advertisements. The goal is to clearly communicate the brand's message and differentiation to stakeholders.
Segmenting, Targeting n Brand Positioning
Market segmentation involves dividing the market into subgroups that have similar needs. There are four types of customer loyalty segments: hard-core, split loyals, shifting loyals, and switchers. Brand positioning is defining a brand's place relative to competitors in consumers' minds based on points of parity (shared attributes) and points of difference (unique attributes). Effective positioning requires relevance, clarity, distinctiveness, coherence, commitment, courage, and patience. Common positioning strategies include leveraging existing brands, focusing on product features/benefits, price-quality, competitive differentiation, and targeting specific customer categories. Positioning errors to avoid are under positioning, over positioning, confused positioning, and doubtful positioning.
develop and establish an effective positioning in the market
this slide gives you the basic knowledge development in strategies behind how you develop and establish a strong brand in the market.
Brand Strategy: Creating Value through Image & Identity
The document discusses branding and brand strategy. It defines branding as creating a total experience using communication channels to forge an emotional connection. Brand strategy is managing the total experience by knowing who you are, what you're saying, and your market position. Branding builds loyalty in customers and employees and leads to increased company value, sales, lead generation, and cost and time savings. Developing a brand involves brand messaging like mission/vision statements and brand positioning, as well as brand presentation through materials and touchpoints like websites, spaces, print, and broadcast media. Case studies show branding leading to increased company value through acquisition, higher sales through new locations, and cost savings over time.
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How can a firm develop and establish an effective positioning in the market.pptx
How can a firm develop and establish an effective positioning in the market.pptx
How can a firm develop and establish an effective positioning in the market
How can a firm develop and establish an effective positioning in the market
develop and establish an effective positioning in the market
develop and establish an effective positioning in the market
Brand Strategy: Creating Value through Image & Identity
Brand Strategy: Creating Value through Image & Identity
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Rajsekhar Janaswamy
Principal, Sabre
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Tvarita Consulting provides strategic HR consulting, HR outsourcing, and learning services to clients. They implement customized solutions through their 3I model of implementing, innovating, and institutionalizing practices. Their services include organization design, competency development, compensation analysis, and more. Clients praise Tvarita for their senior expertise, operational focus, and measurable results.
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Creative that cracks the code
The document discusses 6 advertising campaigns that were successful due to having a clever core idea. It provides examples such as the Mauka Mauka cricket meme ads in India and Kia's hamster car ads. The document advocates that ads should be entertaining but not too entertaining, as excessive entertainment can reduce persuasiveness. It also discusses how some campaigns used user engagement and participation, such as Oreo's daily cookie designs and Project Shiksha in India to educate children. The document concludes by discussing how some content providers strategically integrate ads to make them harder to skip or separate from the content people choose to watch.
Think apps, not ads
Mobile ads are an integral part of communication strategies but are ineffective. People dislike ads that pop up unexpectedly and are difficult to read on small mobile screens. While apps are not seen as intrusive like ads, their marketing space is also limited. To succeed, companies should add value to users through apps that are convenient, unique, social, offer incentives, and entertain users. Overall, apps are a more cost-effective way to engage mobile customers than traditional ad campaigns if they enhance users' experiences.
Preserve the Luxury or Extend the Brand
This case study examines the debate around whether the famous Château de Vallois wine estate in Bordeaux, France should preserve its luxury brand or extend into a lower-priced branded wine market. The estate has been family-owned for generations and is known for its high-quality, expensive Grand Vin wine. However, Claire, one of the owners, wants to introduce a lower-priced branded wine to attract younger consumers. The estate manager François argues they should preserve their luxury reputation and not risk damaging relations with their distributors. They also lack the resources and expertise for a new branded wine business. Both sides present arguments around the costs, benefits and risks of entering the new market segment.
Creativity in advertising when it works
Creative advertising is more memorable and effective than other types of advertising. It requires divergent thinking and the ability to find unusual solutions. Original ads contain novel, unique, and unexpected elements that depart from stereotypes. An original ad may include aesthetically appealing elements, unexpected details, or ideas that are blended in an original way. Pepsi's advertising in India has been very creative, targeting youth through humorous ads featuring young celebrities and icons. Their ads use taglines in Hindi to create an exciting, youthful brand image.
Preserve the luxury or Extend the brand?
This document discusses a proposal to change the business strategy of Chateau de Vallois, a family-owned wine estate. There is disagreement among stakeholders on whether to enter the affordable luxury wine market. While Clare de Valhubert supports expanding into new markets, Gaspard de Sauveterre and Francois de Sauveterre worry this will damage the brand's reputation. Experts caution that the estate lacks experience in mass marketing and managing multiple brands could distract from their core business. The document recommends creating separate business units and boards to oversee traditional and new brands to minimize risks to the estate's reputation.
KEY LEARNINGS
This document discusses key learnings from various modules related to communication, presentations, new product development, and marketing strategies. It provides tips for effective presentations that are well-prepared, engaging, and avoid unnecessary elements. It also outlines stages of new product development from idea generation to commercialization. Global market entry strategies and the need to balance global integration with local responsiveness are examined. Case studies of Dove's real beauty campaigns and the evolution of its branding are presented.
Summary
This document provides an overview of key learnings from various marketing modules, including communication strategies for presentations, new product development processes, international market entry strategies, and brand management techniques. It discusses concepts like the innovation imperative, new product success and failure factors, global pricing approaches, and marketing mix adaptation across countries. Case studies of Dove's real beauty campaign and Mountain Man beer's market expansion are analyzed. The importance of customer relationship management and building brand value through innovative initiatives is also highlighted.
Steinway & sons:buying a legend
it is based on case study of harvard business school.
These slides were created by sanket badhe, as part of an internship done under the guidance of Prof. Sameer Mathur (www.IIMInternship.com)".
Case analysis
Grey Worldwide Hong Kong and China developed a customer relationship management (CRM) strategy called Grey Relationship Management (GRM) to reposition itself against increasing competition. GRM integrated traditional marketing with new technologies to provide a customized, Asia-specific CRM process. It aimed to build customer loyalty and differentiate Grey by managing knowledge and executing a customer-focused strategy. Implementing GRM required transforming Grey's culture, processes, skills and metrics to fully adopt CRM across the organization.
Grey Worldwide: Strategic Repositioning through CRM
This document discusses Grey's strategy to implement CRM (Customer Relationship Management) in Asia. Some key points:
- Grey lacks an integrated customer database but has an existing customer base, brand strength, and no legacy systems, allowing new CRM tools.
- CRM will provide a holistic customer management approach through specialization, data mining, profiling key customers, and tools like "Brand Futures+" and "CRM Charter".
- Grey will leverage its existing customer database, brand equity, and technology capabilities to capture the Asian e-marketing opportunity and redefine customer value through account managers and knowledge integration.
- The CRM strategy involves building an organizational culture with CRM orientation, training staff for
Saxonville Sausage Company
Saxonville Sausage Company is a 70-year old family business that generates $1.5 billion annually from various pork sausage brands. Their top-selling brand, Bratwurst, has seen flat sales recently. Their Italian sausage brand Vivio has grown but remains regionally focused in the Northeast. Saxonville assembled a team to research expanding Vivio nationally. Consumer research found that positioning Vivio around "Family Connection" resonated best by appealing to women's roles feeding their families. Their analysis concluded that building on Vivio's existing recognition and Saxonville's brand equity, while keeping the name familiar to loyal customers, offers the best approach to gaining national distribution and sales growth.
Branding yoga
This document discusses different business strategies used by Bikram Choudhary and Tara Stiles to market yoga in the US. Bikram Choudhary strengthened his yoga brand through copyrights and patents. He charged high fees for teacher training which helped his brand grow rapidly. Tara Stiles made yoga more accessible by removing Hindu elements, adding music, and marketing through social media. Both aimed to attract more students by adapting yoga to US audiences and values while protecting or spreading their unique styles.
Evolution of Dove
Dove launched its "Campaign for Real Beauty" in 2004 to promote a broader definition of beauty beyond narrow stereotypes. Market research found most women did not feel beautiful. The campaign featured everyday women and became very popular, but also faced some criticism. It helped boost Dove's sales significantly but also risked the brand being seen as only for "fat girls." Future marketing should better connect the campaign's message to Dove's products to address this risk.
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.
How is brand equit built, measured, and manged
1) The document discusses how brand equity is built through three main drivers: brand elements, products/services and marketing activities, and associations with other entities.
2) It provides examples of how companies like Microsoft, Virgin Mobile, and Airtel have leveraged these three drivers to build their brands.
3) The document also discusses how to measure and manage brand equity over time through brand audits, tracking studies, and making adjustments to marketing programs based on consumer response.
What is brand equity
Brand equity is the added value provided to products and services by a brand, as reflected in how consumers think, feel and act towards the brand. Customer-based brand equity refers to how the differential brand knowledge affects consumer responses to a brand's marketing. Consumers react more favorably to a brand's products and marketing when the brand has positive customer-based brand equity, and less favorably when it has negative brand equity. Lifebuoy is an example of a brand that has consistently maintained its key promises over time while introducing new variants and extensions tailored to changing consumer preferences.
What is brand, and how does branding work
Branding involves using names, symbols, or designs to identify and differentiate products and services from competitors. The earliest signs of branding in Europe involved medieval guilds requiring craftspeople to mark products to protect customers from inferior quality. Branding also benefits firms by simplifying product identification, organizing inventory records, and providing legal protection. For consumers, brands help evaluate identical products and signal quality and satisfaction. Successful branding strategies convince consumers that meaningful differences exist between brands in a category, whether through product attributes, benefits, or non-product related means.
What are important trends in marketing practices
This document outlines 12 strategies for organizational change: reengineering by appointing cross-departmental teams; outsourcing by purchasing more goods and services externally; benchmarking against best practices; supplier partnering with fewer but better value-adding suppliers; merging with similar or complementary firms; globalizing by thinking globally and acting locally; flattening the organizational structure; focusing on the most profitable businesses and customers; justifying actions by measuring outcomes; accelerating response time to changes; empowering employees; and broadening consideration to all stakeholders.
How can a company improve its marketing skills
Marketing implementation focuses on who, where, when and how marketing activities are carried out. Marketing control assesses the effects of marketing activities and programs to determine if changes are needed. The document discusses annual plan control, profitability control, efficiency control, strategic control, the marketing audit, and the marketing excellence review as tools for implementation and control of marketing programs and activities.
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Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
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How are brand successfully differentiated
- 1. How are brands successfully Differentiated? By Sanket Badhe
- 5. Competitive advantage is a company's ability To perform in one or more ways that competitor Cannot or will not match.
- 7. Employee differentiation Singapore flight attendant
- 8. Better trained Employs who provide Superior customer service
- 9. Channel differentiation Eureka forbes direct to home channel
- 10. Effectively and efficiently Distribution channels’ coverage, Expertise and Performance
- 12. Powerful and compelling Images that appeal to customer’s Social and psychological need
- 14. Designing a better and faster delivery system That provide more effective and efficient solution to consumer
- 16. Brand positioning should have both Rational and emotional component That appeal both to the head and to the heart
- 18. “Created by Sanket Badhe, IIT Roorkee, during an internship with Prof. Sameer Mathur, IIMLucknow, www.IIMInternship.com ”