How Can Market Leaders Expand The Total Market And Defend Market Share
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The document discusses the results of a study on the effects of a new drug on memory and cognitive function in older adults. The double-blind study involved giving either the new drug or a placebo to 100 volunteers aged 65-80 over a 6 month period. Testing showed those receiving the drug experienced statistically significant improvements in short-term memory retention and processing speed compared to the placebo group.
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This document discusses the evolution of advertising and creativity in marketing. It describes how advertising has shifted from creative art directors to all science and how online ads have become highly targeted. Early forms of outdoor advertising like billboards aimed for brand awareness. Social media advertising took off in the 2000s and platforms like Pinterest drove significant traffic. Successful ad campaigns used viral videos, humor, simplicity and leveraged memes and cultural trends. Native advertising embedded in media content saw greater engagement. Indian ads often use humor, entertainment and socially responsible messaging with creativity tailored for their audience. Crowd-sourcing and game-like ads may be effective future strategies.
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Understanding the Situation and problem being faced
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A BRAND IS FOREVER! A FRAMEWORK FOR REVITALIZING DECLINING AND DEAD BRANDS
2. REVIVAL OF A DEAD BRAND The revitalization of a brand is usually less costly and risky than introducing a new brand, which can cost tens of millions and will more likely fail than succeed -Aaker(1991)
3. REVIVAL OF A DEAD BRAND  neither the lifespan of a brand nor its ultimate destiny is predetermined  But, brand decline is a reversible process  Ex: Harley Davidson and ford after facing great competition lost their hold still regained their status because of their brand value.
4. REVIVAL OF A DEAD BRAND The revitalization of a brand is usually less costly and risky than introducing a new brand, which can cost tens of millions and will more likely fail than succeed -Aaker(1991)
5. DECLINE AND DEATH OF BRANDS Brand equity framework: The differential effect that consumer knowledge about a brand has on the customer’s response to marketing activity, and consumer brand knowledge can be characterized in terms of brand awareness and brand image dimensions A brand with strong equity has high awareness and consumers hold strong, favourable, and unique brand associations
6. DECLINE AND DEATH OF BRANDS Pan am and Oldsmobile (general electrical) examples illustrate that even well-known brands can decline as a result of a wide variety of factors.
7. CAUSES OF BRAND DECLINE Product life cycle (PLC) framework: identifies four stages: introduction, growth, maturity, and decline. It uses sales to define the stages of the life cycle, which in turn are used to predict sales. Different forces leads to brand’s evolution • Managerial actions • Environmental factors • Competitive actions
8. CAUSES OF BRAND DECLINE MANAGERIAL ACTIONS Brands often decline because of leadership, management, and employees making excuses rather than acting with integrity Managerial actions which can cause this are: product quality, price increases, price cuts, brand neglect, and inability to stay with the target market.
9. CAUSES OF BRAND DECLINE MANAGERIAL ACTIONS Product quality: When compromises in product quality for cost-cutting reasons • do not impact brand loyalty in the short run, • managers mistakenly conclude that consumers are willing to accept or live with the change. • At some point when customers’ experiences with the brand do not live up to their expectations, • the brand starts to decline.
10. CAUSES OF BRAND DECLINE MANAGERIAL ACTIONS Price increases : If a company continues to raise prices without offering a corresponding increase in benefits, sooner or later consumers will start to abandon the brand. Volkswagen launched golf but was unable to control costs and had to keep raising prices, until it effectively drove itself out of the entry-level segment where it had once been a leader
11. CAUSES OF BRAND DECLINE MANAGERIAL ACTIONS Price cuts: When a company cuts prices in desperation to increase
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A presentation based on the Howard Case Study on 'What are Brands Good for?'
The role of disaggregated marketing has been highlighted through this presentation
Whatarebrandsgoodfor
Brands traditionally helped companies aggregate consumers and charge price premiums. However, the rise of information allows for more efficient consumer disaggregation through customized communications. To adapt, companies must focus on developing deep consumer relationships through targeted communication and understanding consumer needs at the individual level. Organization structures need to shift from brand-centric to consumer-centric by assigning managers to specific consumer segments and measuring success based on consumer profitability and relationship depth rather than just sales. This allows companies to better develop, test, and market products tailored to segment needs. Ultimately, brands remain important for maximizing profits but the focus should be on disaggregated consumer relationships under the brand umbrella.
Ginosa
This document discusses Gino's burner market and operations in China. It provides background on Gino's founding in 1931 and its product line of over 50 burner models classified by capacity. It then outlines China's burner market development from 1990-1999 and post-1999 expected 20% industrial burner growth. Gino established its China office in 1995 and aims to achieve annual sales targets through optimizing distribution channels, improving service, and building its brand image. Distributors demand better terms, steal sales from each other, and reluctantly stock industrial burners.
How should the company manage and organize its international activities?
The document discusses different organizational structures that a company can use to manage its international activities. It describes four main options: an export department, an international division, a geographical organization, and a global organization. Each structure has different responsibilities and focuses on either product-based or location-based management when expanding business globally. An effective strategy is to take a "glocal" approach that balances national responsiveness with global integration.
How do marketers influence country-of-origin effects?
Country-of-origin perceptions refer to the mental associations and beliefs consumers have about products based on where they were made. Marketers can influence these perceptions to make consumers view products from certain countries more favorably. Countries now market themselves like brands to build a positive image abroad. Marketers must consider how their country is perceived both domestically and internationally when promoting products to tap into global markets.
To what extent must the company adapt its products and marketing program to e...
The document discusses different strategies companies can take when adapting products and marketing for global markets. It outlines approaches like product standardization, adaptation, and invention. It also covers adapting brand elements, communications, pricing, and distribution strategies for different countries and cultures. The key challenge is determining how much to adapt products and marketing for each foreign country versus maintaining global standardization.
What are the differences between marketing in a developing and developed market?
Developing markets have a larger population than developed markets, so products must be marketed differently to serve consumers in developing countries. Marketers should connect with individual consumers in developing countries and understand their needs, as many live in poverty and have different priorities than consumers in developed nations. While a Western image can sometimes help in developing markets, companies should also learn from local developing countries on how to best compete in those regions.
What factors should a company review before deciding to go abroad?
A company considering expanding globally should review factors like higher potential profits from a larger customer base, the need to compete with global competitors, and risks like offering unworthy products, facing confused business cultures, and requiring efficient managers to navigate challenges abroad.
How can companies evaluate and select specific foreign markets to enter?
Companies can carefully select foreign markets to expand into by evaluating countries with high market attractiveness and low market risk. This allows for a carefully planned expansion with less strain on resources. For example, Microsoft sold over 150 million copies of Windows 7 across 100 countries simultaneously by targeting neighboring countries and those with psychological proximity, but avoided overextending into too many new markets at once.
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Case analysis :Gino SA distribution channel management
Case analysis :Gino SA distribution channel management
How should the company manage and organize its international activities?
How should the company manage and organize its international activities?
How do marketers influence country-of-origin effects?
How do marketers influence country-of-origin effects?
To what extent must the company adapt its products and marketing program to e...
To what extent must the company adapt its products and marketing program to e...
What are the differences between marketing in a developing and developed market?
What are the differences between marketing in a developing and developed market?
What factors should a company review before deciding to go abroad?
What factors should a company review before deciding to go abroad?
How can companies evaluate and select specific foreign markets to enter?
How can companies evaluate and select specific foreign markets to enter?
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