priyanka nit allahabad ,Positioning and branding a small business
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Small businesses have limited budgets and resources for positioning and branding compared to large businesses. Some guidelines for small businesses include creatively conducting low-cost market research to understand customers and competitors. Employing a well-integrated set of brand elements like names, logos, slogans, and packaging to enhance awareness and create favorable associations. Creating a loyal brand community through buzz, as vitamin water demonstrated through celebrity endorsements. Leveraging secondary associations by partnering with larger entities, such as a software company highlighting its use by the Department of Homeland Security. Small businesses must be careful not to make mistakes due to their lack of resources compared to large companies.
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Viewers also liked
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This presentation is based on Brand positioning which refers to “target consumer’s” reason to buy your brand in preference to others.
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Viewers also liked (7)
What are the differences in positioning and branding with a small business?
What are the differences in positioning and branding with a small business?
What are differences in positioning and branding with a small business
What are differences in positioning and branding with a small business
What are the differences in positioning and branding with a small business
What are the differences in positioning and branding with a small business
What are the differences in positioning and branding with a small business ?
What are the differences in positioning and branding with a small business ?
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Mountain Man Brewing Company is facing challenges as light beer sales increase and premium beer sales decrease. Their Mountain Man Light brand has higher costs but lower prices than their flagship Mountain Man Lager brand. The company must decide whether to invest in growing Mountain Man Light through advertising or risk cannibalizing sales of their core Mountain Man Lager brand.
TU Aman Mehta - Make the most of polarizing brands
The document discusses strategies for capitalizing on polarization of brands. It notes that research shows polarizing brands can be less risky. It then outlines several strategies brands can use to take advantage of polarization, including placating haters, poking haters, amplifying polarizing attributes, driving wedge segmentation, launching provocative ads, and creating polarization to differentiate the brand.
Iitd ashish soni social media marketing
The document discusses social media branding and strategies for various brands. It covers how brands develop identities through symbolic and emotional associations with products. Social media allows brands to boost awareness, trials, and sales through content strategies, image-centric networks, advertising, and customer relationship management. Examples provided include main sponsors of the TV series "Suits" and social media campaigns by brands like Airtel. The document stresses focusing on fundamentals while keeping pace with social media developments.
Final presentation
This document summarizes key concepts from marketing modules covered during an internship. It discusses presentation tips, concepts of pricing strategies, a Disney consumer products case study, and an HBR article on human experience in advertising. The document provides an overview of developing price strategies, setting prices, adapting prices, and Disney's approach to marketing healthier foods to children. It also outlines four domains - public, social, tribal, and psychological - for placing effective ads based on the HBR article.
Mobile devices think apps not ads
Mobile ads don't effectively engage users on devices due to the "fat finger effect" and people's dislike of interruptive ads. Instead, apps that add convenience, provide unique value, offer social benefits and incentives, or provide entertainment are more effective mobile strategies. The document outlines why apps are better for mobile marketing than ads and categorizes common types of useful, social, and entertaining apps that users prefer over ads.
Capstone presentation _Bhaskar bora
This document summarizes the internship project of a student named Bhaskar Bora from NIT Silchar. The project involved creating presentations on various topics related to marketing, branding, and mobile advertising. Some of the topics covered included developing brand positioning, analyzing competition, building brand equity, mobile app markets in India, and experts' views on the future of mobile advertising and analytics. The document lists the structure and content covered in each presentation. It concludes by thanking the professor, Sameer Mathur from IIM Lucknow, for providing the internship opportunity.
Branding In The Digital Age
The document discusses branding and marketing strategies in the digital age, specifically for the Indian market. It outlines the consumer decision journey (CDJ) as having multiple stages: consider, evaluate, buy, advocate, and bond. Marketers often overemphasize the early stages but should also focus on evaluation and advocacy. An effective CDJ-driven strategy analyzes customer behavior at each touchpoint. Key recommendations include focusing on internet and social media during evaluation, encouraging advocacy, and ensuring customer satisfaction and relationships to create loyalty.
Iit delhi ashish soni case analysis assignment
MedNet, a trusted health information website, faces declining advertising revenues as competitors like the search engine Marvel adopt contextual advertising models. Windham, a pharmaceutical advertiser, is considering shifting its ad dollars from MedNet to Marvel. The case analyzes whether MedNet provides better value to Windham than Marvel. The analysis shows MedNet has higher click-through rates and profit margins for Windham compared to Marvel. Additionally, MedNet is compared to condition-specific sites like Cholesterol.com and different strategies are evaluated, with building on MedNet's trust and integrity found to be the best approach.
Disney Consumer Product
Case study analysis of Harvard Business school's case study " Disney Consumer Products- Marketing nutrition to children"
Branding yoga- TU Patiala Aman Mehta
This document discusses two schools of thought on branding yoga. Bikram Choudhury aggressively patented and trademarked his specific yoga style, while Tara Stiles took a less regimented approach, mixing styles and promoting through social media and books. Bikram gained early success in the US by understanding the market potential and importance of his brand. Tara Stiles received endorsement from Deepak Chopra and appealed to a younger demographic by not focusing on specific styles. The document also discusses the Hindu American Foundation's campaign to acknowledge yoga's Hindu roots in response to commercialization and branding.
Med net.com confronts "click through" competition
These Slides deals with the detailed review and analysis of Harvard Case i.e. Med net.com confronts "click through" competition.
Med net.com confronts "click through" competition
These Slides deals with the detailed review and analysis of Harvard Case i.e. Med net.com confronts "click through" competition
Steinway & Sons - Buying A Legend
Steinway & Sons, a renowned piano manufacturer known for producing high-quality grand pianos, was sold to the Selmer Company for $100 million. However, critics argued that the sale price was too high given the declining piano industry and Steinway's falling sales. While Steinway was still considered a premier brand, it had yet to capitalize on growing Asian markets or fully recover from earlier recessions. The new owners would need to address Steinway's business challenges and revitalize its brand for long-term success.
Case study_Bhaskar bora
GreyWorldwide in Hong Kong and China is facing increased competition and needs to reposition itself through a customer relationship management (CRM) strategy. It plans to implement a proprietary CRM-based philosophy called Grey Relationship Management (GRM) to build customer loyalty. GRM will focus on building brands, developing customer knowledge through dialogue, and creating positive customer experiences. GreyWorldwide will use two tools - Brand Futures+ and GRM Charter - to operationalize GRM. This will help reinforce customer value beyond brand equity alone and address issues like price pressures and talent retention.
Why is product design important and what factors affect a good design
Product design is important because it impacts several key factors that affect whether a design is good or not. These factors include form, style, customization, feature performance, repairability, reliability, and durability. Bad designs negatively impact customer satisfaction, while considering factors like form, customization, and performance in a design leads to better products.
What are the characteristics of products, how do marketers classify products
Products have tangible and intangible characteristics that define them to companies, markets, and consumers. Marketers classify products based on their durability and tangibility as nondurable goods, durable goods, or services. Marketers also classify consumer goods as convenience goods, shopping goods, specialty goods, or unsought goods based on how often they are purchased and the level of consumer effort in the purchase decision. Industrial goods are classified as raw materials, manufactured materials and parts, capital items, or supplies and business services.
How can companies use packaging, labeling, warranties, and guarantees as mark...
Packaging is important to attract customers, build confidence, and create a favorable impression of a product. It describes the product's features and benefits which can increase sales. Unique packaging allows for instant brand recognition and can bring profits to producers. Labels identify the product, brand, and provide important details like ingredients and instructions to promote the product and meet regulatory requirements. Warranties and guarantees provide peace of mind for customers by reducing perceived risks and suggesting the product is high quality and reliable.
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priyanka nit allahabad ,Positioning and branding a small business
- 1. Positioning and branding a small business By :---Priyanka Goyal mnnit allahabad
- 2. Its different from positioning and branding a big business.
- 7. Vitamin water is a classic example. In 1996 ,J.Darius bickoff launched an electrolyte enhanced line of bottled water called smart water and then vitamin water .clever marketing include endorsement with rapper 50 cent ,singer Kelly Clarkson, actress Jennifer Aniston and football star tom brandy.
- 9. And
- 11. There are some guidelines to brand small businesses.
- 12. Creatively conduct low cost market research that help businesses connect with customers and and study competitors. one way of doing this is by setting up course project at college.
- 14. Employ a well integrated set of brand elements Its objective : 1)Enhance brand awareness. 2) Facilitate the information of strong ,favorable and unique brand association. Brand elements include:--- 1) Brand name 2) URLs… 3) Logo and symbol 4) Character 5) Jingles 6) Packaging 7) slogans
- 15. Create buzz and a loyal brand community . Example is given in the next slide.
- 17. Leverage as many as secondary association as possible . It can be any person , place or thing. For example :--- cogent maker of software that can identify people through fingerprint ,draw 12 % of its revenue and much of its brand equity from the fact that the DEPARTMENT OF HOMELAND SECURITY uses it product to police the U.S border.
- 18. But……........
- 19. Small business should remember that they do not have the luxury to make mistake
- 22. Created by PRIYANKA GOYAL ,MNNIT ALLAHABAD , during an internship by prof SAMEER MATHUR ,IIM LUCKNOW .