The document outlines a launch strategy for Nasivion, an OTC drug for cold and flu relief. It discusses the OTC market background, objectives to create a differentiated image in the crowded cold/cough market and establish a unique day and night formula. It presents challenges around limited consumer interaction and preference for home remedies. The strategy involves targeting multitasking consumers and positioning Nasivion as providing relief during the day and peaceful sleep at night. Creative executions featuring celebrities are proposed to communicate the benefits through TV and BTL promotions.
This document discusses how to choose brand elements that build brand equity. It explains that brand knowledge depends on initial brand element choices, marketing programs, and other associations. Good brand elements are memorable, meaningful, likeable, transferable, adaptable, and protectable. Examples of different types of brand elements are provided like names, slogans, logos, symbols, characters, URLs, packaging and their role in building brand awareness and associations. Guidelines are given for selecting each element type to achieve brand objectives.
This document provides an overview of strategic market segmentation. It discusses why segmentation is important for finding gaps in the market, differentiating offerings, and capturing market share. The document then outlines the segmentation process, including identifying segment variables, selecting segmentation methods, analyzing segments, and selecting target segments. Standard examples of segmentation for B2C and B2B markets are provided for industries like automobiles, food and beverages, technology, and more. The document concludes with discussions on finer segmentation strategies and factors to consider when selecting a segmentation approach.
DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEMAvinash Singh
This document discusses the development of a brand equity measurement and management system. It outlines a brand value chain approach for assessing how marketing investments create brand value at different stages from program implementation to customer mindset to market performance to shareholder value. Multipliers are described that influence how value moves through these stages. The document also provides details on how to design brand tracking studies, develop a brand equity charter and reports, and establish organizational responsibilities to manage brand equity over time.
This document discusses various aspects of consumer learning from a marketing perspective. It begins by defining consumer learning as the process by which individuals acquire knowledge and experience about purchase and consumption that they apply to future behavior. It then outlines several behavioral learning theories that are relevant to marketing, including classical conditioning and operant conditioning. Classical conditioning involves associating a conditioned stimulus with an unconditioned stimulus to elicit the same response to both, while operant conditioning involves reinforcing or punishing behaviors to increase or decrease the likelihood they will occur again. The document discusses key aspects of these theories like motivation, cues, responses, reinforcement and their application to consumer behavior.
This document outlines key concepts from Chapter 5 of the textbook "Consumer Behavior, Ninth Edition" by Schiffman and Kanuk on the topic of personality and consumer behavior. It discusses several theories of personality including Freudian theory, trait theory, and cognitive personality factors. It also covers topics like brand personality, product personality, consumer ethnocentrism, and how personality influences consumer decision making. The chapter presents models and frameworks to understand how personality shapes consumer preferences, choices, and relationships with brands.
Kapferer's Brand Identity Prism is a framework that represents a brand's identity using six aspects: physique, personality, culture, relationship, reflection, and self-image. These aspects are divided into the constructed source/receiver and externalization/internalization dimensions. Kapferer's prism enables brand managers to assess their brand's strengths and weaknesses to create loyalty and value. Coca-Cola and Starbucks are examples of brands that can be analyzed using the six aspects of the Brand Identity Prism.
This document discusses how to choose brand elements that build brand equity. It explains that brand knowledge depends on initial brand element choices, marketing programs, and other associations. Good brand elements are memorable, meaningful, likeable, transferable, adaptable, and protectable. Examples of different types of brand elements are provided like names, slogans, logos, symbols, characters, URLs, packaging and their role in building brand awareness and associations. Guidelines are given for selecting each element type to achieve brand objectives.
This document provides an overview of strategic market segmentation. It discusses why segmentation is important for finding gaps in the market, differentiating offerings, and capturing market share. The document then outlines the segmentation process, including identifying segment variables, selecting segmentation methods, analyzing segments, and selecting target segments. Standard examples of segmentation for B2C and B2B markets are provided for industries like automobiles, food and beverages, technology, and more. The document concludes with discussions on finer segmentation strategies and factors to consider when selecting a segmentation approach.
DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEMAvinash Singh
This document discusses the development of a brand equity measurement and management system. It outlines a brand value chain approach for assessing how marketing investments create brand value at different stages from program implementation to customer mindset to market performance to shareholder value. Multipliers are described that influence how value moves through these stages. The document also provides details on how to design brand tracking studies, develop a brand equity charter and reports, and establish organizational responsibilities to manage brand equity over time.
This document discusses various aspects of consumer learning from a marketing perspective. It begins by defining consumer learning as the process by which individuals acquire knowledge and experience about purchase and consumption that they apply to future behavior. It then outlines several behavioral learning theories that are relevant to marketing, including classical conditioning and operant conditioning. Classical conditioning involves associating a conditioned stimulus with an unconditioned stimulus to elicit the same response to both, while operant conditioning involves reinforcing or punishing behaviors to increase or decrease the likelihood they will occur again. The document discusses key aspects of these theories like motivation, cues, responses, reinforcement and their application to consumer behavior.
This document outlines key concepts from Chapter 5 of the textbook "Consumer Behavior, Ninth Edition" by Schiffman and Kanuk on the topic of personality and consumer behavior. It discusses several theories of personality including Freudian theory, trait theory, and cognitive personality factors. It also covers topics like brand personality, product personality, consumer ethnocentrism, and how personality influences consumer decision making. The chapter presents models and frameworks to understand how personality shapes consumer preferences, choices, and relationships with brands.
Kapferer's Brand Identity Prism is a framework that represents a brand's identity using six aspects: physique, personality, culture, relationship, reflection, and self-image. These aspects are divided into the constructed source/receiver and externalization/internalization dimensions. Kapferer's prism enables brand managers to assess their brand's strengths and weaknesses to create loyalty and value. Coca-Cola and Starbucks are examples of brands that can be analyzed using the six aspects of the Brand Identity Prism.
Professor Keller is right now conducting various studies that deliver techniques to assemble, measure, and oversee brand value. Textbooks written by him on those subjects course reading on those subjects, Strategic Brand Management, has been embraced at top business schools and leading firms around the globe and has been proclaimed as the "Bible of Branding." Consolidating the most recent industry thinking and improvements, this investigation of brands, brand value, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies. In this slides, you will get the synopsis of brand management. For details, please read the main book.
This document discusses criteria for choosing effective brand elements to build brand equity, including memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of how brands have used elements like slogans, jingles, packaging, characters, URLs and brand names to increase awareness and positively influence customer perceptions. Choosing the right elements that customers find appealing and can be legally protected helps reinforce a brand's positioning and strengthens its equity over time.
The document discusses various aspects of brand identity and positioning. It begins by explaining that brand identity is the purpose for which a brand is created and goes beyond image. It then discusses dimensions of identity, including the brand as a product, organization, person and symbol. It also explains the concepts of inner and outer identity. Brand positioning is described as placing a brand in the customer's mind relative to competitors. The document also discusses tools for analyzing brand identity and positioning such as brand personality scales and multi-dimensional scaling. Finally, it covers repositioning brands over time as market conditions change.
The document discusses creating brand equity and building strong brands. It defines brand equity as the added value provided to products and services due to branding. Specifically, customer-based brand equity refers to how brand knowledge influences consumer response. Aaker's model views brand equity as consisting of five categories of assets and liabilities - brand loyalty, brand awareness, perceived quality, brand associations, and other proprietary assets.
The document discusses key concepts related to brand management including:
1) The definition of a brand as a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors.
2) Why brands matter for both consumers and marketers by simplifying decisions, building loyalty and establishing barriers.
3) Elements that contribute to strong brands like brand awareness, associations, perceived quality and loyalty.
This document discusses branding strategies and the brand-product matrix. It explains that the brand-product matrix and brand hierarchy help define relationships between brands and products to formulate branding strategies. The matrix maps brands against product lines to determine how brand elements are applied. This clarifies brand awareness, improves consumer understanding of similarities and differences, and motivates brand image to maximize equity transfer between brands and products. The document provides an example matrix and discusses brand extension and portfolio strategies to maximize market coverage while minimizing brand overlap.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand startegies
Faculty Name: Vishal Desai
This document summarizes key concepts related to motivation, personality, and emotion from consumer psychology. It discusses motivation as an activated state leading to goal-directed behavior. It outlines Maslow's hierarchy of needs and McGuire's classification of cognitive and affective motives. The document also covers theories of personality, dimensions of brand personality, the nature of emotions, and how emotions can be measured and used in marketing strategy.
Blue Ocean Strategy - Making Competition Irrelevant - Part 1Regalix
Every company today is in search of sustained profitable growth and competitive advantage; companies are competing hard amongst each other for customers, market share, cost leadership, value leadership etc. Despite best efforts no one’s winning because it’s still a zero – sum game for the industry because the size of the market is fixed and everybody is doing same or similar things resulting in negligible differentiation or innovation.
The Blue Ocean Strategy is the art and science of making the competition irrelevant by creating uncontested market spaces. It is the mantra for winning in the marketplace without fighting the war. It argues that the best business strategy is to stop competing against competitors and create a blue ocean opportunity – a marketplace without any competition. Blue Ocean Strategy focuses on value innovations and lifting buyer values that could result in making conventional competition irrelevant and extend the industry boundaries and thereby creating un contested market space by tapping the untapped market space or by creating demand.
In this first of the two part webinar series - you would be introduced to the following concepts and frameworks through interactive and latest case studies:
Red Oceans and Blue Oceans
Creating Strategy Canvas
The Four Actions Framework
The Three Tiers Of Non Customers
This presentation series is derived from the most acknowledged best seller “The Blue Oceans Strategy” published in 2005, by Prof. Chan Kim and Renee Mauborgne of INSEAD.
The document provides an overview of developing an institutional brand strategy. It defines what a brand is and is not, explaining that a brand represents all associations and experiences rather than just logos or advertising. It outlines key aspects of developing a brand strategy including defining the brand, positioning it competitively, developing brand claims, and creating a brand platform. The document uses the example of Fielding Graduate University to illustrate how it analyzed its competitive landscape and priorities to develop a distinctive brand claim and positioning strategy.
This document discusses service branding. It defines what a brand and service are, and notes the key characteristics of services that affect marketing: intangibility, inseparability of production and consumption, heterogeneity, and perishability. It introduces a service branding model which states that brand equity for services is based more on service performance and human interaction than product branding. The model has three components that influence brand equity: the presented brand controlled by the company; external brand communications uncontrolled by the company; and the customer experience with the brand through employees and participation.
This document discusses key concepts related to branding and brand equity. It begins by defining what a brand is - a name, symbol or design that identifies a seller's products/services and differentiates them from competitors. Branding is endowing products with the power of the brand. Brand equity refers to the added value provided to products/services based on consumer perceptions of the brand. The document then discusses how brand equity is built through branding strategies and activities and can be measured through various models. It also outlines important decisions in developing a branding strategy, such as choosing brand elements, devising marketing activities, and managing the brand over time.
The document discusses key tools for a brand equity management system:
1) A brand equity charter formally defines the company's view of brand equity and provides guidelines for marketing managers.
2) A brand equity report measures brand equity through tracking studies.
3) Brand equity responsibilities outline how marketing programs should develop brands through tactics like ad criteria and trademark usage.
This document discusses factors that impact price sensitivity for products and customers. It identifies several key factors that can help reduce price sensitivity, including customer satisfaction and loyalty, customer involvement with the product, uniqueness of the product, availability of substitutes, brand image, and customer spending power. Understanding these factors is important for product positioning and pricing strategies to protect profitability and improve sales.
This document discusses brands and brand management. It defines what a brand is, including both tangible and intangible attributes that identify a seller's products. Strong brands create loyalty and allow companies to charge premium prices. The document lists some of the top global brands and discusses strategies for building brand value over the long term through quality, positioning, communications and maintaining an internal understanding of brand values. It also outlines different brand strategies companies can employ including extensions, stretching, sponsorship and managing multiple brands.
The document discusses concept testing, which involves presenting a detailed product concept to potential customers to gauge their reaction before developing the actual product. It provides examples of concept testing from DaimlerChrysler on fuel cell vehicles and discusses successful and unsuccessful product concepts that were concept tested, such as positive reactions to Oreo Chocolate Cones but negative reactions to a toothbrush spray and meat marinade injector. The document outlines the concept testing process and methods used to communicate concepts to respondents.
This document provides an overview of brand positioning and brand audits. It defines brand positioning as designing a company's offer and image to occupy a distinct place in customers' minds. A brand audit involves comprehensively assessing a brand's health by examining its vision, mission, values, and performance from both internal and external perspectives. The audit helps understand brand equity sources and provides strategic recommendations to maximize long-term brand value.
1. Customer-based brand equity refers to the differential effect that brand knowledge has on consumer responses to marketing of that brand.
2. There are three key aspects of brand equity: differential effect, brand knowledge, and consumer response to marketing.
3. Building strong brand equity requires increasing brand awareness and forging positive associations so that the brand is recognized and recalled by consumers.
This document summarizes key models of consumer attitude formation and change. It introduces the tricomponent attitude model which views attitudes as having cognitive, affective, and conative components. Multi-attribute attitude models examine attitudes in terms of beliefs about product attributes. The theory of reasoned action models how subjective norms and attitudes jointly shape behaviors. The theory of trying to consume accounts for uncertain outcomes in consumer decision-making.
This document discusses key concepts in product and brand management including defining products and the new product development process. It notes that most new products are improvements on existing products and that the success rate for new products is very low at less than 5%. The document also covers topics like product development stages, market testing, commercialization, product levels and classification, product mix, branding, brand equity, packaging, and labeling.
The document outlines a marketing campaign for Citibank's Preferred RCA product. The campaign objectives are to differentiate Preferred RCA from the classic RCA product, position it as superior, and establish its core benefits. The campaign will utilize ATL, BTL, PR and events to increase awareness among existing customers and drive higher balances and transaction volumes. Collateral like posters, standees, tent cards and danglers will feature a clean white look to create a premium differentiated positioning for Preferred RCA over the classic RCA product.
The document discusses various branding and marketing strategies for movie theater chains. It suggests that companies position themselves as forerunners in the industry by focusing on branding, loyalty programs, unique selling propositions, promotions, festivals, websites, and maximizing the utilization of space and exteriors. Advertising tools mentioned include glass facades, banners, displays, and branding in various areas of the theaters. Successful branding is presented as directly resulting from understanding how to market a brand and having the right representatives.
Professor Keller is right now conducting various studies that deliver techniques to assemble, measure, and oversee brand value. Textbooks written by him on those subjects course reading on those subjects, Strategic Brand Management, has been embraced at top business schools and leading firms around the globe and has been proclaimed as the "Bible of Branding." Consolidating the most recent industry thinking and improvements, this investigation of brands, brand value, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies. In this slides, you will get the synopsis of brand management. For details, please read the main book.
This document discusses criteria for choosing effective brand elements to build brand equity, including memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of how brands have used elements like slogans, jingles, packaging, characters, URLs and brand names to increase awareness and positively influence customer perceptions. Choosing the right elements that customers find appealing and can be legally protected helps reinforce a brand's positioning and strengthens its equity over time.
The document discusses various aspects of brand identity and positioning. It begins by explaining that brand identity is the purpose for which a brand is created and goes beyond image. It then discusses dimensions of identity, including the brand as a product, organization, person and symbol. It also explains the concepts of inner and outer identity. Brand positioning is described as placing a brand in the customer's mind relative to competitors. The document also discusses tools for analyzing brand identity and positioning such as brand personality scales and multi-dimensional scaling. Finally, it covers repositioning brands over time as market conditions change.
The document discusses creating brand equity and building strong brands. It defines brand equity as the added value provided to products and services due to branding. Specifically, customer-based brand equity refers to how brand knowledge influences consumer response. Aaker's model views brand equity as consisting of five categories of assets and liabilities - brand loyalty, brand awareness, perceived quality, brand associations, and other proprietary assets.
The document discusses key concepts related to brand management including:
1) The definition of a brand as a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors.
2) Why brands matter for both consumers and marketers by simplifying decisions, building loyalty and establishing barriers.
3) Elements that contribute to strong brands like brand awareness, associations, perceived quality and loyalty.
This document discusses branding strategies and the brand-product matrix. It explains that the brand-product matrix and brand hierarchy help define relationships between brands and products to formulate branding strategies. The matrix maps brands against product lines to determine how brand elements are applied. This clarifies brand awareness, improves consumer understanding of similarities and differences, and motivates brand image to maximize equity transfer between brands and products. The document provides an example matrix and discusses brand extension and portfolio strategies to maximize market coverage while minimizing brand overlap.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand startegies
Faculty Name: Vishal Desai
This document summarizes key concepts related to motivation, personality, and emotion from consumer psychology. It discusses motivation as an activated state leading to goal-directed behavior. It outlines Maslow's hierarchy of needs and McGuire's classification of cognitive and affective motives. The document also covers theories of personality, dimensions of brand personality, the nature of emotions, and how emotions can be measured and used in marketing strategy.
Blue Ocean Strategy - Making Competition Irrelevant - Part 1Regalix
Every company today is in search of sustained profitable growth and competitive advantage; companies are competing hard amongst each other for customers, market share, cost leadership, value leadership etc. Despite best efforts no one’s winning because it’s still a zero – sum game for the industry because the size of the market is fixed and everybody is doing same or similar things resulting in negligible differentiation or innovation.
The Blue Ocean Strategy is the art and science of making the competition irrelevant by creating uncontested market spaces. It is the mantra for winning in the marketplace without fighting the war. It argues that the best business strategy is to stop competing against competitors and create a blue ocean opportunity – a marketplace without any competition. Blue Ocean Strategy focuses on value innovations and lifting buyer values that could result in making conventional competition irrelevant and extend the industry boundaries and thereby creating un contested market space by tapping the untapped market space or by creating demand.
In this first of the two part webinar series - you would be introduced to the following concepts and frameworks through interactive and latest case studies:
Red Oceans and Blue Oceans
Creating Strategy Canvas
The Four Actions Framework
The Three Tiers Of Non Customers
This presentation series is derived from the most acknowledged best seller “The Blue Oceans Strategy” published in 2005, by Prof. Chan Kim and Renee Mauborgne of INSEAD.
The document provides an overview of developing an institutional brand strategy. It defines what a brand is and is not, explaining that a brand represents all associations and experiences rather than just logos or advertising. It outlines key aspects of developing a brand strategy including defining the brand, positioning it competitively, developing brand claims, and creating a brand platform. The document uses the example of Fielding Graduate University to illustrate how it analyzed its competitive landscape and priorities to develop a distinctive brand claim and positioning strategy.
This document discusses service branding. It defines what a brand and service are, and notes the key characteristics of services that affect marketing: intangibility, inseparability of production and consumption, heterogeneity, and perishability. It introduces a service branding model which states that brand equity for services is based more on service performance and human interaction than product branding. The model has three components that influence brand equity: the presented brand controlled by the company; external brand communications uncontrolled by the company; and the customer experience with the brand through employees and participation.
This document discusses key concepts related to branding and brand equity. It begins by defining what a brand is - a name, symbol or design that identifies a seller's products/services and differentiates them from competitors. Branding is endowing products with the power of the brand. Brand equity refers to the added value provided to products/services based on consumer perceptions of the brand. The document then discusses how brand equity is built through branding strategies and activities and can be measured through various models. It also outlines important decisions in developing a branding strategy, such as choosing brand elements, devising marketing activities, and managing the brand over time.
The document discusses key tools for a brand equity management system:
1) A brand equity charter formally defines the company's view of brand equity and provides guidelines for marketing managers.
2) A brand equity report measures brand equity through tracking studies.
3) Brand equity responsibilities outline how marketing programs should develop brands through tactics like ad criteria and trademark usage.
This document discusses factors that impact price sensitivity for products and customers. It identifies several key factors that can help reduce price sensitivity, including customer satisfaction and loyalty, customer involvement with the product, uniqueness of the product, availability of substitutes, brand image, and customer spending power. Understanding these factors is important for product positioning and pricing strategies to protect profitability and improve sales.
This document discusses brands and brand management. It defines what a brand is, including both tangible and intangible attributes that identify a seller's products. Strong brands create loyalty and allow companies to charge premium prices. The document lists some of the top global brands and discusses strategies for building brand value over the long term through quality, positioning, communications and maintaining an internal understanding of brand values. It also outlines different brand strategies companies can employ including extensions, stretching, sponsorship and managing multiple brands.
The document discusses concept testing, which involves presenting a detailed product concept to potential customers to gauge their reaction before developing the actual product. It provides examples of concept testing from DaimlerChrysler on fuel cell vehicles and discusses successful and unsuccessful product concepts that were concept tested, such as positive reactions to Oreo Chocolate Cones but negative reactions to a toothbrush spray and meat marinade injector. The document outlines the concept testing process and methods used to communicate concepts to respondents.
This document provides an overview of brand positioning and brand audits. It defines brand positioning as designing a company's offer and image to occupy a distinct place in customers' minds. A brand audit involves comprehensively assessing a brand's health by examining its vision, mission, values, and performance from both internal and external perspectives. The audit helps understand brand equity sources and provides strategic recommendations to maximize long-term brand value.
1. Customer-based brand equity refers to the differential effect that brand knowledge has on consumer responses to marketing of that brand.
2. There are three key aspects of brand equity: differential effect, brand knowledge, and consumer response to marketing.
3. Building strong brand equity requires increasing brand awareness and forging positive associations so that the brand is recognized and recalled by consumers.
This document summarizes key models of consumer attitude formation and change. It introduces the tricomponent attitude model which views attitudes as having cognitive, affective, and conative components. Multi-attribute attitude models examine attitudes in terms of beliefs about product attributes. The theory of reasoned action models how subjective norms and attitudes jointly shape behaviors. The theory of trying to consume accounts for uncertain outcomes in consumer decision-making.
This document discusses key concepts in product and brand management including defining products and the new product development process. It notes that most new products are improvements on existing products and that the success rate for new products is very low at less than 5%. The document also covers topics like product development stages, market testing, commercialization, product levels and classification, product mix, branding, brand equity, packaging, and labeling.
The document outlines a marketing campaign for Citibank's Preferred RCA product. The campaign objectives are to differentiate Preferred RCA from the classic RCA product, position it as superior, and establish its core benefits. The campaign will utilize ATL, BTL, PR and events to increase awareness among existing customers and drive higher balances and transaction volumes. Collateral like posters, standees, tent cards and danglers will feature a clean white look to create a premium differentiated positioning for Preferred RCA over the classic RCA product.
The document discusses various branding and marketing strategies for movie theater chains. It suggests that companies position themselves as forerunners in the industry by focusing on branding, loyalty programs, unique selling propositions, promotions, festivals, websites, and maximizing the utilization of space and exteriors. Advertising tools mentioned include glass facades, banners, displays, and branding in various areas of the theaters. Successful branding is presented as directly resulting from understanding how to market a brand and having the right representatives.
The document discusses plans to launch a new Citi Titanium credit card acquisition campaign using India Post's extensive infrastructure and reach. Key points include:
- India Post delivers 1.5 billion mail annually and has a vast network that can benefit Citi by opening a new acquisition channel.
- The campaign will use direct mailers sent to exclusive customer pincodes, segmented by socioeconomic groups.
- Samples of potential direct mailer designs, copy, and offers are proposed to elicit positive responses and applications for the new Citi Titanium card.
The document discusses launching a campaign for Citibank's World Money Card targeted at India's growing outbound leisure travel market. It notes that India is now the third largest outbound travel market in Asia Pacific, with over 10 million Indians traveling abroad in 2008-2009. Factors fueling growth include rising incomes, more affordable foreign destinations due to recession, and new low-cost carriers. The campaign will highlight the security and convenience advantages of using Citibank's World Money Card over cash or traveler's checks for carrying foreign exchange while traveling overseas.
The document summarizes the results of a survey conducted across various retail stores in Chennai to understand condom brand purchase patterns and consumer preferences. The key findings are:
1) The fastest selling condom brands are KS, Kohinoor, Moods/Chinese, and Durex.
2) Different brands appeal to different age groups and socio-economic classes. KS targets younger consumers while Kohinoor targets older married men.
3) Packaging plays a role in purchases but most brands use sexual imagery that could embarrass some consumers.
4) The survey suggests the need to reposition the Kohinoor brand to appeal to all men by focusing on romance rather than just sex.
This document provides an overview and instructions for using various Six Sigma tools to improve processes. It begins with an introduction to Six Sigma Simplified and using QI Macros software. The bulk of the document then describes different types of charts and templates that can be used for tasks like data analysis, problem solving, idea generation, and monitoring process performance. These include graphs, control charts, templates for tools like fishbone diagrams and process maps, and designs of experiments. Instructions and examples are provided for how and when to use each tool.
Let’s talk about the protocol named after a Danish king. We’ll do a short revisit of the history and evolution of Bluetooth from past to present to future. Also, we’ll explain the different bluetooth protocols “types” and their usages.
But mainly, we’ll share our gained insights and encounters. It should provide you with a realistic view regarding the technology and what can be done with it.
The talk is based on real-world project experiences.
I^ sessione laboratorio organizzato da Itis Hertz,Itic Lattanzio-Divittorio e Liceo Francesco d'Assisi di Roma con la collaborazione di Seniores Italia Lazio
Dokumen tersebut membahas tentang laporan pendahuluan antenatal care (ANC) yang mencakup definisi ANC, tujuan ANC, adaptasi fisiologis organ tubuh selama kehamilan, dan perubahan fisik pada ibu hamil seperti pembesaran uterus, payudara, dan perubahan kulit.
EUROMED Migration IV: Approaches & possibilities for future collaborationICMPD
At the 3rd Meeting of the Euro-Mediterranean Working Group on Migration Statistics, EMM4 presented the following areas in which data are required and which provide opportunities for collaboration:
- Migration Governance (MG)
- Legal Migration and Labour Migration
- Migration & Development
- Irregular Migration
- International Protection and Asylum
The document discusses plans for a cement company to hold relationship events to increase brand awareness, recall, and loyalty among their target audiences of masons, contractors, and dealers. The events would include entertainment, games, food, and speeches from industry professionals, and aim to foster connections and build relationships with customers and their families. Logistical details covered include inviting participants, managing registrations, issuing coupons, and ensuring activities are appropriately tailored for each target group.
PENGGUNAAN MODEL PEMBELAJARAN GROUP INVESTIGATION UNTUK MENINGKATKAN HASIL BE...sinupid
Penelitian ini bertujuan untuk mengetahui peningkatan hasil belajar siswa kelas X1 SMA Negeri 1 Kuta Baro pada materi Ekosistem dengan menggunakan model pembelajaran Group Investigation. Hasilnya menunjukkan peningkatan persentase ketuntasan belajar siswa dari pra siklus sebesar 7,15% menjadi 64,28% pada siklus I dan 92,85% pada siklus II, menunjukkan adanya peningkatan yang signifikan dengan pengguna
Migration Governance Framework & its applications by IOMICMPD
The IOM Migration Governance Framework presents the essential elements for facilitating orderly, safe, regular and responsible migration and mobility of people through planned and well-managed migration policies. Its three main principles and three main objectives are presented here.
The Citi World Money Card has several strengths compared to competitors, including 96 hours of theft/misuse protection prior to reporting, availability of emergency cash from Citibank branches worldwide, and higher exchange rates and lower fees. However, it also has weaknesses such as a lack of e-commerce functionality, no instant card activation, and only being available in 3 currencies. Opportunities for the card include introducing chip and PIN technology, enabling e-commerce and SMS notifications, while threats are increased competition from other foreign and national banks.
Hello TV is moving from providing digital content through service providers to acting as a direct digital storefront. It aims to be the preferred destination for digital content discovery and consumption. Its communication strategy involves three routes - 1) Beat boredom with Hello TV by keeping users entertained, 2) Never miss your favorite TV programs with Hello TV's convenience, and 3) Hello TV satisfies users' hunger for entertainment with over 120 channels. Creative executions show how Hello TV can help in boring situations, prevent users from missing programs, and fulfill their need for drama, action and entertainment. The strategies will be brought to life through TV, print, outdoor and online advertising.
\n\nCitibank is running a referral program where existing mortgage customers can refer friends and family for mortgage loans. The referrer will receive rewards based on the size of the loan received by their referral. Rewards range from cash prizes to electronics such as an iPhone, iPad, Blackberry Curve or Apple Macbook. To participate, referrers fill out a referral form with contact information and the potential borrower must receive a loan over certain thresholds for the referrer to receive different prizes. The offer is only valid until December 31, 2010.
This document discusses Citigold, a banking offering from Citibank that provides world-class products and personalized services to meet customers' long-term and short-term financial needs. It highlights some of Citigold's key features like global research, rewards, and convenience. The document encourages customers to learn more about Citigold's range of banking, insurance, loans, and cards that are chosen to suit customers' individual goals and help them achieve their financial milestones. A Citigold representative is available to discuss the offerings in more detail.
This document outlines the "Project Whaling" Citigold campaign from May to July 2010. The campaign objective was to acquire new Citigold clients by highlighting its premium banking and wealth management proposition. The campaign insight was to present each of the six pillars of Citigold separately through a series of direct mailers, giving the client a taste of each pillar. The campaign consisted of an introductory direct mailer about Citigold followed by subsequent direct mailers focusing on one pillar at a time, such as wealth management, research services, wealth planning, rewards, and requesting a meeting with a relationship manager.
The document discusses launching a campaign in India for Citibank's World Money Card targeted at outbound leisure travelers. It provides statistics on India's growing outbound travel market and factors fueling its growth. It then outlines limitations of carrying cash and traveler's checks abroad before detailing advantages of Citibank's card like global acceptance, fraud protection, convenient replacement options and added features like forex rates and partner offers. The campaign insight proposes emphasizing either the security or convenience of using the card over traditional forex carrying methods to appeal to Indian travelers.
Citi's IPL campaign strategy for 2010 had two main parts: 1) developing brand properties to promote Citi's purpose and ensure visibility through sponsorship entitlements and non-traditional media, and 2) using IPL matches to run business campaigns targeting affluent clients through activities like client hospitality. The strategy resulted in increased credit card spending, new card acquisitions and account openings, and the acquisition of new affluent clients and larger relationships.
This document summarizes Google Adwords campaigns run by Saint-Gobain to promote their mirrors in 2010. The campaign had two phases: phase one involved search marketing by targeting keywords and displaying ads on Google search results pages, while phase two used contextual targeting by displaying ads on 30,000 partner websites. The objectives were to increase web presence through search engine marketing and content targeting of architects, interior designers, builders and women aged 18-40.
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....Lacey Max
“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
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1. Nasivion - Day & Night Relief
L A U N C H S T R A T E G Y
Presented by
https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
2. ?
The OTC market comprises of 2.2% of
the IPM
? muscle pain, cut &
Cold & cough,
burns, skin problems are common OTC
product categories
Background ?
Merck is planning to launch an OTC
drug for cold and flu- Nasivion
? Tablets - 2 different tablets
Day & Night
for different times
?
A comprehensive cold solution – for all
cold symptoms
https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
3. Pilot launch Nasivion in the Southern region
Create a differentiated image of Nasivion in
an already cluttered cold and cough market
Objective
–Through the unique day and night formula
Establish the new Day & Night formula
in the customers' minds
https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
4. ?
No direct interaction with consumers
with samples etc and limited to
pharmacy/shop level
? of Home remedies to OTC
Preference
(especially rural) generation hand me
down recipes or dadi –ma recipes
Challenges ? Doctor community as
Alienates the
they always prefer the prescribed
route
?
Brand positioning must be consistent –
Brands such as Coldarin have failed
miserably due to not only a lack of
consistency in spends & positioning
https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
5. Direct
? and Night Cold and
Honitus Day
flu relief (direct competitor)
? N Flu
Crocin Cold
The Battle field
Indirect
? (with non-drowsy
D'cold Total
formula)
Vicks Action 500
?
https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
7. Segment Behaviour towards
cold & cough treatment
Doctors on-call
High
Income
High propensity
Nasivion to self-medicate –
Potential Neighbourhood
chemist plays
Consumer Middle Income
an important role
Neighbourhood
GP/Dispensary
Low Income
Low medical
access
https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
8. Target Audience profiling
Demographics Psychographics
Age 30-45, SEC A, B Aspires for good
things in life
Female & Male
The target Married
Watches TV
Reads dailies
Has a family
Leads active life
Working class
Income ~ Rs.17,000
per month
https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
9. Consumer Insight
?
A good night’s sleep is very important to gear
up for the next day
The Strategy ?multi-task as a spouse, working
I need to
person, parent
? to catch a cold as my life gets
I don’t want
disrupted, I am irritable and inefficient
https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
10. Rational benefits
?
Keeps symptoms of cold away during the day
?
Sleep interruption is lessened due to sleep
inducing content of the product
Emotional benefits
The Strategy ? and productive during the day in
Feel active
spite of a cold
?
Sleep peacefully at night to get up fresh and
active
Social benefits
?
An effective worker, spouse and parent in
spite of a cold. Therefore appreciated by all.
https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
11. Brand Personality
The Strategy ? the kind of friend who is there to pull
Nasivion is
you out of a state of feeling unwell
? and springs you back to normal routine
Energizes
https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
12. Brand Positioning
True
Believable due to drug composition
Simple
Easy to understand by the TG
Work during days, sleep well at night
The Strategy
Relevant
TG needs to keep active as he/she
multitasks throughout the day
Differentiated
Differentiated day & night formulations
https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
13. Channels of promotion
Distributor/ Posters, pen stand, stockist boy T-shirts,
Stockist bicycle branding, bike branding
Order books, medicine storage box,
Chemist
poster, dangler, dispensers, pen stand
The Strategy
Consumer ATL: Print, TVC
/Patient
Visual aid, prescription pad, samples,
Doctor
gimmick table top with clock
https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
14. Nasivion Communication Strategy
Mind
Attract
TVC
The Strategy Environment
Engage
BTL Promos, Virals
Point of purchase
Connect
Owning PHARMACIES/OTC
counters
https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
15. Rational benefit Emotional benefit
Keeps symptoms of cold away
? ? and productive
Feel active
during the day during the day in spite of a cold
Sleep interruption is lessened
? ?
Sleep peacefully at night to get
due to sleep inducing content of up fresh and active
the product
Insight
Day & Night relief
The Strategy
Positioning Route 1
USP Benefit driven positioning with
celebrity brand endorsement.
24 hour relief from cold and flu
AM PM relief from cold and flu
Sleep well to get well soon
Stress free nights for brighter days
https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
16. USP Benefit driven
positioning with celebrity
brand endorsement
The Strategy Simple & Direct
Highly
campaignable
https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
17. Rational benefit
Keeps symptoms of cold away during
?
the day
Sleep interruption is lessened due to
?
sleep inducing content of the product
Positioning Route 2
The Startegy
Strategy Change the way you
tackle cold
A new formula to
combat cold
Insight
Why buy specific day & night tablets
when there are other tablets for cold?
https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
18. Enables buying
pattern change.
Positioning Route 2
Change the way Helps the product stay
The Strategy you tackle cold away from the usual
cold & flu clutter.
A new formula to
combat cold.
Opens up consumers'
mind to this new
Day & Night concept
https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
19. The Celebrity Endorsement advantage
Establishment of Credibility
Ensured Attention
Endorsement PR coverage
Higher degree of recall
Psychographic Connect: Demographic Connect
Mass Appeal
https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
20. The Celebrities who can do the trick for us
The ones that will appeal to The young and famous ones:
housewives/working women
and multi-tasking women: Anushka shetty
Celebs
Suhasini Maniratnam Kajal Agarwal
Ramya Krishnan Hansika Motwani
Simran Tamanna
Asin
https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
21. Creative Execution
Mind
Attract
TVC
The Strategy Positioning Route 1 - Benefit driven
24 hour relief from cold and flu
AM PM relief from cold and flu
Sleep well to get well soon
Stress free nights for brighter days
https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
22. Assistant Director
(celeb route)
The scene starts off with Anushka having a serious talk with the hero of the movie. The
discussion gets really intense.
With tears in her eyes, she asks the hero whether he loves her
TVC1 The hero is just about to answer her, when the duo is interrupted by a very loud sneeze.
(Zoom out and only then do we see that it's actually a shoot in progress)
The whole crew looks around to find the source of all the commotion
This is when we see a drowsy and puffy-eyed assistant director
Assistant Director: Got this terrible cold. Not able to sleep at night.
Anushka: Don't worry; try the new Nasivion Day and Night, for effective relief from
cold that keeps your nights peaceful and day's active.
Super: Nasivion - Day and Night 24 hr relief from cold and flu.
https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
23. Fairy
(celeb route)
The scene starts off with Anushka Shetty heading home after shoot
She gets home, begins to relax when she is startled by the sound of her son sneezing as
TVC2 he is struggling to get some sleep
She just goes over to his bed, and points a fairy like wand in his direction, and the next
second he's sleeping like a baby
Cut to shot of drowsy looking husband leaving for office. She hands him his laptop bag.
Takes out a wand from her bag and points in his direction, and the next second he's
fresh and active.
As he leaves the scene she looks at the camera & then does the swish again and product
pack shot appears.
Super: Just Shoo (or) Shoo the Flu. Nasivion - AM PM relief from cold and flu (with
graphic of how nasivion works playing)
https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
24. Pyjamas
(non-celeb route)
Ad opens with a shot of guy tossing on bed, sneezing, finding it hard to sleep.
TVC3 Cut to morning. Tight close up Shots of a guy tying shoe lace, tightening tie, picking up
laptop bag, starting bike.
Shots of security saluting with “what's-wrong-with-him” look, colleagues looking at
him and laughing… woman looking at him and calling another woman…
Cut to full length shot of this guy wearing his night dress and walking into office.
VO : It happens when you have cold… Introducing Nasivion Day & Night.
Cut to a graphic explanation on how it works with voice over “Night tablet helps you
sleep peacefully, Day tablets keep you active during the day'
Nasivion - Day & Night 24hr relief.
https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
25. Creative Execution
Mind
Attract
TVC
TVC
Positioning Route 2
Change the way you tackle cold
A new formula to combat cold
https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
26. Cliche
(celeb route)
Ad opens with a clichéd scene of hero lying on ground totally beaten up and his family
TVC1 (mom and girl friend) tied up to a pillar… Villain then repeatedly slaps the heroine and
laughs thunderously…. The villain then goes to hero's mom and slaps her. Mom then
starts lets out a loud cry and calls hero's name … on hearing his mother's call hero gets
up and bashes up all the baddies. As he tries to shoot the villain he sneezes…At this
point our celeb enters the frame (the action continues in the background) and says
'there are few formulas you can never change. But when it comes to tackling cold…
there is a new formula you can rely on.'
Nasivion Day and night tablets… Day tablets keep you active during the day and
Night tablet helps you sleep peacefully at night (with graphic of how nasivion works
playing)
https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
27. Creative Execution
BTL Point of purchase
Connect
Owning PHARMACIES/OTC
https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
35. Innovative pharmacy rack tablet containers
with Nasivion Day & Night branding
BTL
LABLE space
https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
36. BRANDING THE BROWN PAPER
TABLET PACKETS AT PHARMACIES
BTL
https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
37. Nasivion Branded Pen Stand
BTL
https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
39. Day & Night men
Every pharmacy can have a small kiosks manned by 2 guys in
Promos skin tight outfits. One sporting a night look and another one a
day look. These guys can distribute free samples and leaflets
with doctors' testimonials, how it works etc... to create
awareness.
We can have a guys sporting half pyjama and half corporate
attire sneezing and coughing with tissues in hand carrying a
Nasivion Day & Night standee.
https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
40. Drowsy pharmacists
We can have pharmacy men falling asleep while talking to
Viral customers, pharmacist falling asleep after collecting cash a la
'just for laughs'.
We can have people sleeping in shops without attending to the
customers etc. and when the customer loses cool they can
deliver the nasivion pamphlet. This could be filmed and posted
across various social networking and video sharing sites.
https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in