Individual Assignment as a part of the brand management course taught by Prof. Sameer Mathur at IIM Lucknow to understand brand extensions of the 'Virgin' brand.
This presentation is created under a marketing internship.
It is about Virgin group and its various companies and also about Marketing schemes and vulnerability.
Studies the various aspects of growth and market study of The Virgin Group and how it can improve itself further.
Created by Priyanka Sahoo,IIT Kharagpur as part of marketing internship under Prof. Sameer Mathur,IIM Lucknow
Virgin Inc - Business Case Study - MBA Nabaraj Giri
Sir Richard Banson and Virgin Inc - Business Case Study - University of Northampton, UK , Masters of Business Administration (MBA)
Presentation Papered by: Nabaraj Giri (girinabaraj12@gmail.com)
This presentation is created under a marketing internship.
It is about Virgin group and its various companies and also about Marketing schemes and vulnerability.
Studies the various aspects of growth and market study of The Virgin Group and how it can improve itself further.
Created by Priyanka Sahoo,IIT Kharagpur as part of marketing internship under Prof. Sameer Mathur,IIM Lucknow
Virgin Inc - Business Case Study - MBA Nabaraj Giri
Sir Richard Banson and Virgin Inc - Business Case Study - University of Northampton, UK , Masters of Business Administration (MBA)
Presentation Papered by: Nabaraj Giri (girinabaraj12@gmail.com)
This presentation deals with case study on Virgin Group, given in the book "Marketing Management (15e)" written by P. Kotler and K.L. Keller. It is about how Virgin Group and how its founder has succeeded in establishing a creative and sustainable marketing organization.
Parkway operates 18 hospitals with over 3,500 beds in Singapore, Malaysia, Brunei, India, China, and The United Arab Emirates.
Medical Travel And Health Tourism Quality Alliance (MTQVA) ranked Singapore’s Gleneagles hospital, parkway’s flagship facility, as ninth highest on its for medical tourism in 2013.
April 2003
Toyota Prius; Marketing Communications Plan
Executive Summary
Full service agency “Oakly & Oakley” has been asked to prepare a three-year communications plan for
the Toyota Prius, which is to be launched in the UK. Market analysis identified the target market, which
consists of two groups: private and corporate buyers. Next to the demographic profile, three different
psychographic profiles amongst the private buyer and their media usage have been identified.
Consequently a communications strategy that makes use of these media has been created. The
strategy will use PR, Advertising, direct mail and Personal Selling. TV, Print, Outdoor and the Internet
will be the main media. The Creative strategy is designed to emphasize the unique selling points of the
Prius and weaken the target markets objections. The budget has been allocated, however it is
suggested to change the allocation from £3m yearly to £4m, £3m, £2m in the course of the three
years. The majority of the budget will be spent on TV and print advertising.
A presentation that gives an insight about how the best man in the world went on to establish the seventh largest brand in the world, what did they focus on and how did they targeted their audience.
Media Planning for Kiehl's :
- The Media, Advertising, Consumer Relationship
- Brands, Markets and Consumer Understanding
- Objective setting and Budgets
- Media Weights and Scheduling Strategies
- Consumer Engagement and Digital Media
- Principles of Planning Media Strategy
- Media Mix decisions
- Media Plan
This presentation deals with case study on Virgin Group, given in the book "Marketing Management (15e)" written by P. Kotler and K.L. Keller. It is about how Virgin Group and how its founder has succeeded in establishing a creative and sustainable marketing organization.
Parkway operates 18 hospitals with over 3,500 beds in Singapore, Malaysia, Brunei, India, China, and The United Arab Emirates.
Medical Travel And Health Tourism Quality Alliance (MTQVA) ranked Singapore’s Gleneagles hospital, parkway’s flagship facility, as ninth highest on its for medical tourism in 2013.
April 2003
Toyota Prius; Marketing Communications Plan
Executive Summary
Full service agency “Oakly & Oakley” has been asked to prepare a three-year communications plan for
the Toyota Prius, which is to be launched in the UK. Market analysis identified the target market, which
consists of two groups: private and corporate buyers. Next to the demographic profile, three different
psychographic profiles amongst the private buyer and their media usage have been identified.
Consequently a communications strategy that makes use of these media has been created. The
strategy will use PR, Advertising, direct mail and Personal Selling. TV, Print, Outdoor and the Internet
will be the main media. The Creative strategy is designed to emphasize the unique selling points of the
Prius and weaken the target markets objections. The budget has been allocated, however it is
suggested to change the allocation from £3m yearly to £4m, £3m, £2m in the course of the three
years. The majority of the budget will be spent on TV and print advertising.
A presentation that gives an insight about how the best man in the world went on to establish the seventh largest brand in the world, what did they focus on and how did they targeted their audience.
Media Planning for Kiehl's :
- The Media, Advertising, Consumer Relationship
- Brands, Markets and Consumer Understanding
- Objective setting and Budgets
- Media Weights and Scheduling Strategies
- Consumer Engagement and Digital Media
- Principles of Planning Media Strategy
- Media Mix decisions
- Media Plan
Having come across Next Galaxy and its amazing technology through my work with 50/50 Global Muzik I felt a calling to be an ambassador for the ‘age of innovation’. This breakthrough will lead to a major change in the way we interact with technology and the world around us, it far exceeds anything we have ever done before.
Draft documents and proposal originally sent via email on 11/06/14.
Competition in business is of the old paradigm, we have come to a point in human evolution where we need to lay down our swords and work together to co-create a future that we can all be proud of. In our move towards an enlightened civilisation
we must look outside our current reality and strive to create a new world that
represents the very best of the human spirit.
Unity is essential for the dawn of this new age, the brands of the future will align together for a shared purpose or common goal that benefits humanity.The key driving force that aligns both Next Galaxy Corp and Virgin is innovation, it is crucial that we continue to challenge the status quo so that we can shape and mould the world
around us for the benefit of all. Next Galaxy Corp brings community and commerce together, as a collective of partners we can merge the traditions of the present with the unlimited possibilities of the future. We are about to take a quantum leap into a world of
inter-connectedness, are you ready to co-create the next
human experience?
This Presentation is based on the Mini Case Study of Chapter 12 of 'A South Asian Perspective Market Management' 14e : Managing a Holistic Marketing Organisation for a Long Run
Victoria's Secret South Korean Market Entry Strategy Taylor Clayton
This presentation outlines an international market entry strategy for my International Marketing course at Pepperdine University. The report was completed with three other classmates, and provides an international market entry strategy for Victoria's Secret to South Korea. The content of the report is the result of a collaborative effort, however, I was responsible for the PowerPoint composition. Our Professor, Dr. Frank Sadighian, praised the report, noting that we exceeded the necessary deliverables.
This session presented by Selligent will enable attendees to get the right insight on relationship marketing best practices and the importance of engagement and loyalty programs. Actual examples show how cross-channel marketing programs can help increasing the engagement, trust, loyalty and value of customers. Lars Crama, Business Development Director at 2organize, explains the multichannel approach and other key success factors of the loyalty program launched by A.S.Watson, the world's largest health, beauty & lifestyle retailer, for its brand Kruidvat in the Benelux. While more than ever marketers are eager to engage their customers, few Loyalty cards survive. So how has A.S.Watson been able to activate this card active in more than 25% of all households in the Netherlands? Showing great conversions and results? Just attend this session and you will know!
Targeting High Potential Sales Channel PartnersBI WORLDWIDE
The GOALS of the manufacturer and those of the distribution channel are often at odds.
The channel wants to focus on high-margin products and increase total sales, while manufacturers want channel partners to promote the whole line and increase market share for the manufacturer’s brands.
Channel partners want more autonomy and exclusive access to end users, while manufacturers want more control and their own access to end users.
Partnerships help resolve these issues by enabling both parties to focus on end users’ needs and agreeing on strategies that build shared profit across the entire channel.
Everyone has opinions about how best to segment and target channel partners. Ultimately the goal is dealer, distributor or customer loyalty but getting to that point often requires a variety of strategies.
This chart shows a classic segmentation of dealers or dealer reps:
New or low-performing reps who need simple onboarding strategies to support and engage their efforts.
Lower-middle performers who may need training to find their fit with your brand or products.
Higher-middle performers who have found a way to gain some momentum in your direction and should be rewarded for their efforts.
Retaining top performing reps requires a mixture of all of these strategies, plus a healthy amount of recognition for their efforts.
High performing channel partners demonstrate a variety of characteristics:
They have clearly defined goals for representing your brand and selling your product.
They have the necessary knowledge and skills.
They are aware of how they stack up and how they can improve to meet their goals.
They are emotionally engaged with your brand.
They are focused on the right sales and marketing activities.
They understand the relationship needs to benefit both partners.
But what about the rest of your channel partners? You can reach out to middle performers and get them moving in your direction with a few simple strategies. But it all comes down to sharing common goals for success.
Shared goals can only be accomplished through strong business relationships that demonstrate:
A high level of trust
A common understanding of marketplace issues Joint business activities
Shared resources and best practices
It's about marketing strategy opted by Procter & Gamble for becoming more globalized, enhancing sales, improving their global leadership potential, connecting with customers to understand their needs and to market & develop their products accordingly.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Unknown to Unforgettable - The Art and Science to Being Irresistible on Camer...
PGP31264_Harsh_BMassignment_VirginBrand
1. Prepared by: Under the guidance of:
Harsh Chordia PGP31264 Prof. Sameer Mathur
Are there any
boundaries to the
Brand Name?
2. About Virgin
• Started by Sir Richard Branson in 1970 as he begins to
sell records by mail-order under the name ‘Virgin’ as a
way to cover costs for his magazine ‘Student’ started
in 1968
• The name Virgin was adopted by Branson and Nik
Powell as they considered themselves virgins in
business
• Today one of the biggest conglomerate with a well-
recognized brand name and operations spanning
diversified businesses & geographies
• Operates in product areas such as travel, lifestyle,
money, healthcare, music, people & planet, alcohol,
entertainment, hospitality, energy, communications
and charity among others
3. Virgin’s Brand Strategy
Extend into categories
where consumer needs are
not well met and do
different things – and do
them differently – to better
satisfy customers
Sir Richard Branson
4. Quality Fun Value for money
Innovation
Brilliant Customer
Service
Competitively
challenging
12. Brand Extension Matrix
Line Extension
Category
Extension
Flanker Brand New Product
New
Existing
Existing New
Product Category
BrandName
Most of Virgin’s brand extensions are
actually category extensions – existing
Virgin brand name in new product
category
Examples of Category Extensions by Virgin:
• Virgin Megastore
• Virgin Atlantic Airlines
• Virgin Holidays
• Virgin Jeans
• Virgin Vodka and Virgin Cola
• Virgin Trains
• Virgin Mobiles
• Virgin Brides
among others
13. Brand Extension Matrix
Line Extension
Category
Extension
Flanker Brand New Product
New
Existing
Existing New
Product Category
BrandName
There have been a few cases where
the brand extensions have been
simple line extensions
Examples of line extensions –
• Virgin Charter (of Virgin Atlantic
Airlines)
• Virgin Publishing (of Virgin Books)
• Virgin Gaming (of Virgin Games)
• Virgin Mobile FreeFest (of Virgin
Mobile)
among others
14. Virgin Print and TVC ads
The above image depicts billboard ads which were changed every week (as
highlighted by the yellow box) and the characters are shown growing
beards to bring across the main message – “Holidays so affordable, you can
stay for ages.”
1.
2.
3.
17. Virgin Print and TVC ads Analysis
As seen, each of the ads – print (numbered 1-8) and TVC (numbered 9-12) -
focussed one or more of the following parameters:
• Quality of product/service – 3, 4, 5, 6, 8, 9, 11, 12
• Fun – 1, 2, 3, 4, 7, 8, 9, 10, 11, 12
• Competitively challenging – 6, 9
• Brilliant customer service – 5, 6, 8, 11
• Value for Money – 1, 5, 6
• Innovation – 1, 2, 7, 9
Each of the ads are for different product categories, but strongly
associate with what the ‘Virgin’ brand stands for and further
clarify the brand meaning to the customer
18. Advantages of brand extensions for Virgin
Facilitate new product
acceptance
• Reduced risk perceived by customers
• Increased probability of gaining
distribution and trial
• Increased efficiency of promotions
• Avoid cost of developing a new brand
• Reduced marketing costs
Feedback benefit to parent brand
& company
• Improved brand recognition
• Clarify brand meaning
• Enhanced brand image
• Improved market coverage
• Revitalize the brand
19. Disadvantages of brand extensions for
Virgin
• High risk on image of parent brand, as bad experience
with one product may drive away the customer from
all other products
• Negative impact of failed of failed extensions on
parent brand – a point brought forward by critics time
and again
• A few of Virgin’s not-so-successful brands include
Virgin Cola, Virgin Vodka, Virgin PCs, Virgin Jeans,
Virgin Brides and Virgin Clothing
• No clear connection with a particular category – in
critics’ words, “Virgin would mean everything to
everyone, but in essence, may end up meaning
nothing to someone”
• A few confused and frustrated consumers
What is Virgin doing to overcome
these disadvantages?
• Trying to become more disciplined in recent years
• New extension strategy in place – Pursue new
business only if they are expected to generate more
than $150 million in sales within 3 years
• Greater emphasis on environment and sustainability
• New Mission – “to contribute to creating happy and
fulfilling lives which are also sustainable”
20. SUMMARY
Virgin’s brand strategy and
brand meaning
Analyse the brand
extensions using
Ansoff’s growth matrix
and brand extension
matrix
Evaluate the fit of
print and TVC ads
with Virgin’s brand
image
Advantages of
brand extension
Disadvantages of
brand extension
Ansoff’s Growth Matrix
Brand Extension Matrix
21. Sources
• Based on the branding brief ‘Are there any boundaries to the Virgin Brand Name?’ – Pg 440-
41, Strategic Brand Management Textbook by Keller et al.
• https://www.virgin.com – Slide 2
• https://en.wikipedia.org/wiki/Virgin_Group - Slides 2,5,6
• https://en.wikipedia.org/wiki/Timeline_of_Richard_Branson%27s_business_ventures –
Slides 5,6
• http://www.timetoast.com/timelines/life-of-richard-branson-virgin - Slides 5,6
• http://www.pocket-lint.com/hub/virgin - Slides 5,6
• https://adsoftheworld.com/taxonomy/brand/virgin - Slides 14,15 -> Ads 1-8
• https://www.youtube.com/watch?v=AdGQ43smLoc – Slide 16 -> Ad 9
• https://www.youtube.com/watch?v=mb4gyT_mKOc – Slide 16 -> Ad 10
• https://www.youtube.com/watch?v=6cM4EOeJzHA – Slide 16 -> Ad11
• https://www.youtube.com/watch?v=g1eT10oRJIE – Slide 16 -> Ad12
• Prof. Sameer Mathur’s slides
22. These slides were prepared
as a part of the course
‘Brand Management’
taught by Prof. Sameer
Mathur at IIM Lucknow
Marketing Professor 2009 – 2013
Ph.D. and M.S. (Marketing) 2003 – 2009
Marketing Professor 2013 – Present
Indian Institute of Management, Lucknow
DISCLAIMER
PGDM Student 2015 - 2017
Indian Institute of Management, Lucknow
Prof. Sameer Mathur
Harsh Chordia