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Product & Brand Management
What is a product? ,[object Object],[object Object]
New Product Development ,[object Object],[object Object]
Success rate of new products ,[object Object],[object Object],[object Object]
Product Development Stages ,[object Object],[object Object],[object Object],[object Object],[object Object]
Business analysis ,[object Object],[object Object],[object Object],[object Object]
Market testing ,[object Object],[object Object],[object Object],[object Object]
Commercialization ,[object Object],[object Object],[object Object],[object Object]
Product Levels ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Customer Delight ,[object Object]
Product Hierarchy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Product classification ,[object Object],[object Object],[object Object]
Consumer goods classification ,[object Object],[object Object],[object Object],[object Object]
Industrial goods classification ,[object Object],[object Object],[object Object],[object Object],[object Object]
Product Mix ,[object Object],[object Object],[object Object],[object Object],[object Object]
Product Line decisions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand ,[object Object],[object Object]
Brand Equity ,[object Object],[object Object],[object Object]
Levels of meaning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Power ,[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Equity – Competitive Advantages ,[object Object],[object Object],[object Object],[object Object],[object Object]
Managing Brand Equity ,[object Object],[object Object]
Advantages of branding ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand parity ,[object Object]
Umbrella Brand ,[object Object],[object Object],[object Object]
Naming the Brand ,[object Object],[object Object],[object Object],[object Object],[object Object]
Brand strategy ,[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Repositioning ,[object Object]
Packaging ,[object Object],[object Object],[object Object],[object Object],[object Object]
Packaging as a marketing tool ,[object Object],[object Object],[object Object],[object Object]
Designing packaging ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Labels ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Labels as a marketing tool ,[object Object]
Product Life Cycle
Definition ,[object Object]
[object Object],[object Object],[object Object],[object Object]
Product Life Cycle Stages
Introduction ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Growth ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Maturity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Saturation and Decline ,[object Object],[object Object],[object Object],[object Object]
Strategies for the differing stages of the Product Life Cycle. ,[object Object],[object Object]
Growth ,[object Object]
Maturity ,[object Object]
Decline ,[object Object]
Classification of New Products ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
New Product Development ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Transfer of technology ,[object Object],[object Object],[object Object],[object Object]
Diversification ,[object Object],[object Object]
Additions to existing product line ,[object Object],[object Object]
Improvement in existing product ,[object Object],[object Object]
Cost Reduction ,[object Object],[object Object]
Product Re-launch ,[object Object],[object Object]
New Product development process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object]
What is a Product? ,[object Object],[object Object],[object Object]
[object Object],[object Object]
Core Benefit ,[object Object],[object Object],[object Object],[object Object]
Tangible Specifications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Augmented Features ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Classification of Products ,[object Object],[object Object],[object Object],[object Object],[object Object]
Non Durable Products ,[object Object],[object Object]
FMCG ,[object Object],[object Object]
[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
Characteristics of FMCG Consumers Point ,[object Object],[object Object],[object Object],[object Object]
Characteristics of FMCG  Marketers Point ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
Product Mix ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object]
Product Line ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object]
[object Object],[object Object]
Growth Strategies for FMCG ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
[object Object],[object Object]
[object Object],[object Object]
[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
What is the Territory of the Brand? Six inches wide Grey and wet Mysterious
Contents ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Presentation Objective ,[object Object],[object Object]
Contents Branding Process Brand  Building  Understanding Branding
Module 1  Understanding Branding  Understanding Branding Brand  Building
Module 1  Understanding Branding ,[object Object],Architecture Management ,[object Object],[object Object],Understanding Branding Brand  Building
Module I - Understanding Branding ,[object Object],Architecture Management ,[object Object],[object Object],Understanding Branding Brand  Building
Module 1 - Stage 1  From Products to Brands Understanding Branding Brand  Building  Exercise Architecture Management Attributes Products to brands
Module 1 - Stage 1  From Products to Brands ,[object Object],[object Object],[object Object],Brand v/s. Product Above all ‘ a brand is a promise’ Understanding Branding Brand  Building  Exercise Architecture Management Attributes Products to brands
Module 1 - Stage 1  From Products to Brands A Brand is a Promise “ … A seller’s promise to deliver consistently  a specific set of features, benefits and services  to buyers. Understanding Branding Brand  Building  Exercise Architecture Management Attributes Products to brands
Module 1 - Stage 1  From Products to Brands …… .a  short-hand  that communicates powerfully & reduces uncertainty
Fevicol Case
Fevicol Case
Fevicol Case
Brand as an Asset ,[object Object],[object Object]
Module 1  Understanding Branding Attributes ,[object Object],Architecture Management ,[object Object],Products to brands Understanding Branding Brand  Building
Module 1  Understanding Branding ,[object Object],Architecture Management ,[object Object],Products to brands Name Logo Colours Essence Understanding Branding Brand  Building
Module 1 - Stage 2  Attributes Immutable Law of Name In the long run the brand is nothing more than a name
Module 1 - Stage 2  Attributes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Name Logo Colours Essence Understanding Branding Brand  Building  Exercise Architecture Management Attributes Products to brands
Module 1 - Stage 2  Attributes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Name Logo Colours Essence Understanding Branding Brand  Building  Exercise Architecture Management Attributes Products to brands
Module 1 - Stage 2  Attributes A brand’s logotype should be designed  to fit the eyes.  Both eyes Immutable Law of Shape
Module 1 - Stage 2  Attributes Name Logo Colours Essence ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Understanding Branding Brand  Building  Exercise Architecture Management Attributes Products to brands
Module 1 - Stage 2  Attributes
Module 1 - Stage 2  Attributes A brand should use a colour opposite of its rival Immutable Law of Colour
Module 1 - Stage 2  Attributes The Cola Wars: Energy Vs. Peace
Module 1 - Stage 2  Attributes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Name Logo Colours Essence Understanding Branding Brand  Building  Exercise Architecture Management Attributes Products to brands
Module 1 - Stage 2  Attributes ,[object Object],[object Object],[object Object],[object Object],[object Object],Name Logo Colours Essence Understanding Branding Brand  Building  Exercise Architecture Management Attributes Products to brands
Module 1 - Stage 2  Attributes Most important  thing for a brand is its  single mindedness. Immutable Law of Singularity
Module 1 - Stage 2  Attributes Single-mindedness means consistency.  Fresh and interesting manifestations of a single idea.
Module 1 - Stage 2  Attributes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Name Logo Colours Essence Understanding Branding Brand  Building  Exercise Architecture Management Attributes Products to brands
Module 1 - Stage 2  Attributes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Name Logo Colours Essence Understanding Branding Brand  Building  Exercise Architecture Management Attributes Products to brands
Module 1 - Stage 2  Attributes A brand should try to own a word in consumer’s mind Immutable Law of Word
Module 1 - Stage 2  Attributes
Module 1  Understanding Branding Attributes ,[object Object],Architecture Management Products to brands Management Understanding Branding Brand  Building
Module 1  Understanding Branding Attributes ,[object Object],Architecture Products to brands Co-Brand Stealth Brand Fighting Brand Multi-Brand Understanding Branding Brand  Building  Management Management
Module 1 - Stage 3  Management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Co-Brand Stealth Brand Fighting Brand Multi-Brand Understanding Branding Brand  Building  Exercise Architecture Management Attributes Products to brands
Module 1 - Stage 3  Management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Co-Brand Stealth Brand Fighting Brand Multi-Brand Understanding Branding Brand  Building  Exercise Architecture Management Attributes Products to brands
Module 1 - Stage 3  Management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Co-Brand Stealth Brand Fighting Brand Multi-Brand Understanding Branding Brand  Building  Exercise Architecture Management Attributes Products to brands
Module 1 - Stage 3  Management ,[object Object],[object Object],[object Object],[object Object],Co-Brand Stealth Brand Fighting Brand Multi-Brand Understanding Branding Brand  Building  Exercise Architecture Management Attributes Products to brands
Module 1 - Stage 3  Management There is a time and place to launch a second brand Immutable Law of Siblings
Possibly even a third or a fourth brand..
Module 1 - Stage 3  Management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Co-Brand Stealth Brand Fighting Brand Multi-Brand Understanding Branding Brand  Building  Exercise Architecture Management Attributes Products to brands
Module 1 - Stage 3  Management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Co-Brand Stealth Brand Fighting Brand Multi-Brand Understanding Branding Brand  Building  Exercise Architecture Management Attributes Products to brands
Module 1  Understanding Branding Attributes ,[object Object],Architecture Management Products to brands Architecture Understanding Branding Brand  Building
Module 1  Understanding Branding Attributes ,[object Object],Management Products to brands House of Brands Endorsed Brand Sub Brand Branded House Understanding Branding Brand  Building  Architecture Architecture
Module 1 - Stage 4  Architecture Immutable Law of Contraction A brand becomes stronger when you narrow its focus
Module 1 - Stage 4  Architecture The Economist is red and daring.  Provocative, brutally honest and non-conformist
Module 1 - Stage 4  Architecture ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Products to brands House of Brands Endorsed Brand Sub Brand Branded House Understanding Branding Brand  Building  Exercise Architecture Management Attributes
Module 1 - Stage 4  Architecture ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Products to brands House of Brands Endorsed Brand Sub Brand Branded House Understanding Branding Brand  Building  Exercise Architecture Management Attributes
Module 1 - Stage 4 Architecture Immutable Law of Expansion Brand’s power  inversely proportional to scope.
Module 1 - Stage 4  Architecture The Volkswagen bus ad, talked only about ‘plenty of room’
Module 1 - Stage 4  Architecture ,[object Object],[object Object],[object Object],[object Object],Products to brands House of Brands Endorsed Brand Sub Brand Branded House Understanding Branding Brand  Building  Exercise Architecture Management Attributes
Module 1 - Stage 4 Architecture Immutable Law of Company Brands are brands, companies are companies.  There is a difference.
Module 1 - Stage 4  Architecture ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Products to brands House of Brands Endorsed Brand Sub Brand Branded House Understanding Branding Brand  Building  Exercise Architecture Management Attributes
Module 1  Understanding Branding Attributes ,[object Object],Architecture Management Products to brands ,[object Object],Understanding Branding Brand  Building
Module 1  Understanding Branding ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Exercise
Module 1  Understanding Branding Attributes Architecture Management Products to brands Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand  Building  ,[object Object],[object Object]
Module 1 - Stage5  Exercise ,[object Object],[object Object],[object Object],Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand  Building  Exercise Architecture Management Attributes Products to brands
Module 1 - Stage5  Exercise ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand  Building  Exercise Architecture Management Attributes Products to brands
Module 1 - Stage5  Exercise ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand  Building  Exercise Architecture Management Attributes Products to brands
Module 1 - Stage5  Exercise ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand  Building  Exercise Architecture Management Attributes Products to brands
Module 1 - Stage5  Exercise ,[object Object],[object Object],[object Object],[object Object],Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand  Building  Exercise Architecture Management Attributes Products to brands
Module 1 - Stage5  Exercise ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand  Building  Exercise Architecture Management Attributes Products to brands
Module 1 - Stage5  Exercise ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand  Building  Exercise Architecture Management Attributes Products to brands
Module 1 - Stage5  Exercise ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand  Building  Exercise Architecture Management Attributes Products to brands
Module 1 - Stage5  Exercise ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand  Building  Exercise Architecture Management Attributes Products to brands
POSITIONING : The Battle for Your Mind
A concept so simple, people have difficulty in understanding how powerful it is!
What is Positioning ? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Positioning Colgate Is Protection Gillette Is Quality LUX Is Glamour AXE Is Sexual  Attraction Pond’s DFT Is Confidence Examples
Brand Identity and Brand Image  Brand Positioning
“ To position a product/service in the   minds of consumers relative to competitors” Ries and Trout
A ‘reason to   be’ “The brand has to be distinctive, relevant and appealing to its target audience”
Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object]
Why is Positioning Required ? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How it is done… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],How it is done…
Brand Positioning : Complan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Positioning : Complan “ Complete planned food”
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Brand Positioning : Boost
Brand Positioning : Boost “ Boost is the secret of my   energy”
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Brand Positioning : Bournvita
Brand Positioning : Bournvita “ Poshan bhi swaad bhi”
Positioning of a leader ,[object Object],[object Object],[object Object],[object Object],[object Object]
Positioning of a follower ,[object Object],[object Object],[object Object],[object Object],[object Object]
‘ You concentrate on the perceptions of the prospect, not the reality of the product’ - Al Ries & Jack Trout
‘ It’s difficult to change behaviour, but easy to work with it’
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What you need…
Guidelines ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Guidelines ,[object Object],[object Object],[object Object],[object Object]
What is Key Insight? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object]
[object Object],[object Object]
[object Object],[object Object]
More on Key Insight… ,[object Object],[object Object],[object Object],[object Object]
More on Key Insight… ,[object Object],[object Object],[object Object]
Proper Positioning ,[object Object],[object Object],[object Object],[object Object]
In order to Position a Brand… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],How do I begin to Position my Brand?
The 3C’s of Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
And then… ,[object Object],[object Object],[object Object],[object Object]
FOCUS OF POSITIONING ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],STEPS IN POSITIONING
Brand Positioning ,[object Object],[object Object],[object Object],[object Object]
First Steps…. ,[object Object],[object Object],[object Object],[object Object]
Identifying and establishing Brand Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Positioning Guiding Principles….   ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],Positioning - The Process….
POP and POD ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Nuts and Bolts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
POP and POD ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
POP and POD ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
POP AND POD: BMW over the years 1971 1975 1985 1991 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Establish POP and POD in marketplace ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Positioning Statement For women ages 25-55, Loreal Revitalift Anti-wrinkle and firming cream reduces facial wrinkles and firms your skin. NO REASON WHY!
Positioning Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object]
Product Attribute or Benefit approach ,[object Object],[object Object],[object Object],[object Object]
Positioning Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Positioning Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object]
The 22 Immutable laws of Branding
1. The law of Expansion ,[object Object],[object Object]
[object Object]
2. The law of Contraction ,[object Object]
[object Object]
3. The law of Publicity  ,[object Object],[object Object],[object Object]
[object Object]
4. The law of Advertising ,[object Object]
[object Object]
5. The law of the Word ,[object Object],[object Object],[object Object]
[object Object]
6. The law of Credentials ,[object Object],[object Object],[object Object]
[object Object]
7. The law of Quality  ,[object Object],[object Object],[object Object]
[object Object]
8. The law of the Category  ,[object Object],[object Object]
[object Object]
9. The law of the Name ,[object Object]
[object Object]
10. The law of Extensions ,[object Object]
[object Object]
11. The law of Fellowship ,[object Object]
[object Object]
12. The law of the Generic  ,[object Object],[object Object]
[object Object]
13. The law of the Company ,[object Object],[object Object]
[object Object]
14. The law of Sub brands ,[object Object]
[object Object]
15. The law of Siblings ,[object Object],[object Object],[object Object]
[object Object]
16. The law of Shape ,[object Object],[object Object]
[object Object]
17. The law of Color ,[object Object]
[object Object]
18. The law of Borders ,[object Object]
[object Object]
19. The law of Consistency ,[object Object]
[object Object]
20. The law of Change ,[object Object]
[object Object]
21. The law of Mortality ,[object Object]
[object Object]
22. The law of Singularity ,[object Object]
[object Object]
Brand Equity
Definitions ,[object Object],[object Object]
Definitions ,[object Object],[object Object]
Brand Equity- Advantages ,[object Object],[object Object],[object Object],[object Object]
Sources of Brand Equity ,[object Object],[object Object],[object Object],[object Object]
Sources of Brand Equity ,[object Object],[object Object],[object Object],[object Object]
Consumer Based Brand Equity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CBBE Pyramid Brand Salience Consumer- Brand Resonance Consumer Judgment Consumer Feelings Brand Performance Brand Imagery 4 Bond – Strong relationship 1 Broad Awareness 2 Differentiators 3 Emotional and Intellectual influence
Sub-dimensions of brand building blocks Salience Resonance Judgments Feelings Performance Imagery Loyalty Attachment Community Engagement Quality Credibility Consideration Superiority Warmth, Fun Excitement, Security, Social Approval,  Self-Respect 4 Brand Relationships (WHAT About You AND ME?) 1 Brand Identity (WHO Are You?) 2 Brand Meaning (WHAT Are You?) 3 Brand Response (WHAT About You?) User Profiles Purchase and Usage  Situations Personality & Values History, Heritage, & Experiences Brand Characteristics & Secondary Features Product Reliability, Durability & Serviceability Service Effectiveness, Efficiency, & Empathy Style and Design;  Price Category Identification Needs Satisfied
4 Steps to Brand building ,[object Object],[object Object],[object Object],[object Object]
Brand Pyramid ,[object Object],[object Object],[object Object],[object Object]
Brand Pyramid ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Pyramid ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Pyramid ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Pyramid ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Building Customer-Based Brand Equity ,[object Object],2. Consumer knowledge effects 3. Branding Benefits
1.   Brand building tools and objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand building tools and objectives ,[object Object],Product Price Distribution Channels Communications ,[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Strategic Brand Mgmt. – Kevin Kelly
Brand building tools and objectives ,[object Object],Company Country of origin Channels of Dist. Other Brands Endorse or Event ,[object Object],[object Object],[object Object]
Consumer Knowledge Effects ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Possible outcomes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Managing Customer Brand Equity ,[object Object],[object Object],[object Object],[object Object]
Managing Customer Brand Equity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Managing Customer Brand Equity ,[object Object],[object Object],[object Object]
Managing Customer Brand Equity ,[object Object],[object Object],[object Object]
Managing Customer Brand Equity ,[object Object],[object Object],[object Object]
Module V:  Pricing Strategies Setting the price, adapting the price, initiating and responding the price changes.
Price ,[object Object],[object Object],[object Object],[object Object],Importance due to: 1.) Product differentiation getting blunted 2.) Inter-firm rivalry 3.) Mature products and  markets 4.) Customers’ value perception 5.) Inflation in the economy Costs Total - Revenues Total Profit   Costs Total - Sold) Quantity x (Price Profits 
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Stages for Establishing Prices
 
Development of Pricing Objectives Cash Flow Survival Profit Return on Investment Pricing Objectives Product Quality Status Quo Market Share
FIGURE 20.8 Factors affecting pricing decisions
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Price - Quality Strategies Premium  Strategy Overcharging  Strategy Good-Value  Strategy Economy  Strategy Price Higher Lower Higher Lower Quality
Selection of a  Basis for Pricing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Selection of a  Basis for Pricing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Pricing Strategies 1.  Penetration pricing : Where the organization sets a low price to increase sales and market share. Demand is elastic. 2.  Skimming pricing : The organization sets an initial high price and then slowly lowers the price to make the product available to a wider market. The objective is to skim profits of the market layer by layer. Demand is in elastic . 3.  Competition pricing : Setting a price in comparison with competitors. 4.  Product Line Pricing:  Pricing different products within the same product range at different price points. The greater the features and the benefit obtained the greater the consumer will pay. Maximizes turnover and profits.
5. Bundle Pricing:  The organization bundles a group of products at a reduced price.  6. Psychological pricing:  The seller here will consider the psychology of price and the positioning of price within the market place. Example : Rs. 199 instead of Rs.200 7.  Premium pricing : The price set is high to reflect the exclusiveness of the product. An example of products using this strategy would be Harrods, first class airline services, porsche etc. 8.  Optional pricing : The organization sells optional extras along with the product to maximize its turnover. This strategy is used commonly within the car industry.
Pricing Strategy ,[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],2.New Product Pricing
Price Lining FIGURE 21.2
[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Pricing Tactics Hi Threat from Competition Lo Lo   Hi ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Pricing Moves in a  Competitive Market Hi Relative Market Share Lo Lo Relative Cost Structure   Hi Follow price changes Follow price changes Challenge competition: Lower the price quickly to protect share Follow the competitors Challenge competition by either dropping the price or quickly meet
PRICE WAR ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CUSTOMER TRAP Low-Quality  Fragile-market Shallow-Pocket Trap Trap Trap ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Steps to Price a Product (Not always same) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Pricing Objectives ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Skim Pricing ,[object Object]
Skimming is most Appropriate .. ,[object Object],[object Object],[object Object]
Penetration Pricing, most appropriate … ,[object Object],[object Object],[object Object],[object Object],[object Object]
Pricing Methods ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Price Discounts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
LINE & BRAND EXTENSIONS
Leveraging Brand Equity ,[object Object]
Managerial Questions When considering entering a new product category, two important questions: 1. Should the firm use a brand extension strategy or a new brand strategy? 2. If the firm chooses to use a brand extension strategy, under what conditions will extensions be successful in capturing sufficient market share?
Why Extensions? Managers use extension strategies under the assumption that brand associations (e.g., quality, reliability, status) and affect (attitudes) will transfer to the extension.
Line Extension Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object]
Example  ,[object Object],[object Object],[object Object],[object Object],[object Object]
Line Extension strategies Product Sizes Bisleri  1.1 ltr Bisleri 5 ltr Bisleri 1.5 ltr Bisleri 1.2 ltr Bisleri .5 ltr
Colour Etc., Pantene Pink Pantene Black Pantene White Flavours Ingredient Rasna  Orange Rasna  Mango Rasa Rose ,  etc Colgate gel Colgate Herbal Colgate Salt etc.,
Form Vim  Liquid Vim Powder Vim Bar
[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
Why Line Extensions? ,[object Object],[object Object],[object Object]
Nine prominent reasons……… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Line Extension Risks ,[object Object],[object Object]
Line Extension Risks… ,[object Object]
Line Extension Risks… ,[object Object]
Line Extension Risks… ,[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],Brand Category Extension Strategy
BRAND EXTENSIONS ,[object Object],[object Object],[object Object]
Product and brand managment
Product and brand managment
Product and brand managment
Product and brand managment
Product and brand managment
Product and brand managment
Product and brand managment
Product and brand managment
Product and brand managment
Product and brand managment
Product and brand managment
Product and brand managment
Product and brand managment
Product and brand managment
Product and brand managment
Product and brand managment
Product and brand managment
Product and brand managment
Product and brand managment
Product and brand managment
Product and brand managment
Product and brand managment
Product and brand managment
Product and brand managment
Product and brand managment
Product and brand managment
Product and brand managment
Product and brand managment
Product and brand managment
Product and brand managment

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Product and brand managment

  • 1. Product & Brand Management
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  • 90. What is the Territory of the Brand? Six inches wide Grey and wet Mysterious
  • 91.
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  • 93. Contents Branding Process Brand Building Understanding Branding
  • 94. Module 1 Understanding Branding Understanding Branding Brand Building
  • 95.
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  • 97. Module 1 - Stage 1 From Products to Brands Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  • 98.
  • 99. Module 1 - Stage 1 From Products to Brands A Brand is a Promise “ … A seller’s promise to deliver consistently a specific set of features, benefits and services to buyers. Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  • 100. Module 1 - Stage 1 From Products to Brands …… .a short-hand that communicates powerfully & reduces uncertainty
  • 104.
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  • 107. Module 1 - Stage 2 Attributes Immutable Law of Name In the long run the brand is nothing more than a name
  • 108.
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  • 110. Module 1 - Stage 2 Attributes A brand’s logotype should be designed to fit the eyes. Both eyes Immutable Law of Shape
  • 111.
  • 112. Module 1 - Stage 2 Attributes
  • 113. Module 1 - Stage 2 Attributes A brand should use a colour opposite of its rival Immutable Law of Colour
  • 114. Module 1 - Stage 2 Attributes The Cola Wars: Energy Vs. Peace
  • 115.
  • 116.
  • 117. Module 1 - Stage 2 Attributes Most important thing for a brand is its single mindedness. Immutable Law of Singularity
  • 118. Module 1 - Stage 2 Attributes Single-mindedness means consistency. Fresh and interesting manifestations of a single idea.
  • 119.
  • 120.
  • 121. Module 1 - Stage 2 Attributes A brand should try to own a word in consumer’s mind Immutable Law of Word
  • 122. Module 1 - Stage 2 Attributes
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  • 128.
  • 129. Module 1 - Stage 3 Management There is a time and place to launch a second brand Immutable Law of Siblings
  • 130. Possibly even a third or a fourth brand..
  • 131.
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  • 133.
  • 134.
  • 135. Module 1 - Stage 4 Architecture Immutable Law of Contraction A brand becomes stronger when you narrow its focus
  • 136. Module 1 - Stage 4 Architecture The Economist is red and daring. Provocative, brutally honest and non-conformist
  • 137.
  • 138.
  • 139. Module 1 - Stage 4 Architecture Immutable Law of Expansion Brand’s power inversely proportional to scope.
  • 140. Module 1 - Stage 4 Architecture The Volkswagen bus ad, talked only about ‘plenty of room’
  • 141.
  • 142. Module 1 - Stage 4 Architecture Immutable Law of Company Brands are brands, companies are companies. There is a difference.
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  • 155.
  • 156. POSITIONING : The Battle for Your Mind
  • 157. A concept so simple, people have difficulty in understanding how powerful it is!
  • 158.
  • 159. Positioning Colgate Is Protection Gillette Is Quality LUX Is Glamour AXE Is Sexual Attraction Pond’s DFT Is Confidence Examples
  • 160. Brand Identity and Brand Image  Brand Positioning
  • 161. “ To position a product/service in the minds of consumers relative to competitors” Ries and Trout
  • 162. A ‘reason to be’ “The brand has to be distinctive, relevant and appealing to its target audience”
  • 163.
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  • 165.
  • 166.
  • 167.
  • 168. Brand Positioning : Complan “ Complete planned food”
  • 169.
  • 170. Brand Positioning : Boost “ Boost is the secret of my energy”
  • 171.
  • 172. Brand Positioning : Bournvita “ Poshan bhi swaad bhi”
  • 173.
  • 174.
  • 175. ‘ You concentrate on the perceptions of the prospect, not the reality of the product’ - Al Ries & Jack Trout
  • 176. ‘ It’s difficult to change behaviour, but easy to work with it’
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  • 204.
  • 205. Brand Positioning Statement For women ages 25-55, Loreal Revitalift Anti-wrinkle and firming cream reduces facial wrinkles and firms your skin. NO REASON WHY!
  • 206.
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  • 208.
  • 209.
  • 210. The 22 Immutable laws of Branding
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  • 262. CBBE Pyramid Brand Salience Consumer- Brand Resonance Consumer Judgment Consumer Feelings Brand Performance Brand Imagery 4 Bond – Strong relationship 1 Broad Awareness 2 Differentiators 3 Emotional and Intellectual influence
  • 263. Sub-dimensions of brand building blocks Salience Resonance Judgments Feelings Performance Imagery Loyalty Attachment Community Engagement Quality Credibility Consideration Superiority Warmth, Fun Excitement, Security, Social Approval, Self-Respect 4 Brand Relationships (WHAT About You AND ME?) 1 Brand Identity (WHO Are You?) 2 Brand Meaning (WHAT Are You?) 3 Brand Response (WHAT About You?) User Profiles Purchase and Usage Situations Personality & Values History, Heritage, & Experiences Brand Characteristics & Secondary Features Product Reliability, Durability & Serviceability Service Effectiveness, Efficiency, & Empathy Style and Design; Price Category Identification Needs Satisfied
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  • 281. Module V: Pricing Strategies Setting the price, adapting the price, initiating and responding the price changes.
  • 282.
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  • 285.  
  • 286. Development of Pricing Objectives Cash Flow Survival Profit Return on Investment Pricing Objectives Product Quality Status Quo Market Share
  • 287. FIGURE 20.8 Factors affecting pricing decisions
  • 288.
  • 289. Price - Quality Strategies Premium Strategy Overcharging Strategy Good-Value Strategy Economy Strategy Price Higher Lower Higher Lower Quality
  • 290.
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  • 292.  
  • 293. Pricing Strategies 1. Penetration pricing : Where the organization sets a low price to increase sales and market share. Demand is elastic. 2. Skimming pricing : The organization sets an initial high price and then slowly lowers the price to make the product available to a wider market. The objective is to skim profits of the market layer by layer. Demand is in elastic . 3. Competition pricing : Setting a price in comparison with competitors. 4. Product Line Pricing: Pricing different products within the same product range at different price points. The greater the features and the benefit obtained the greater the consumer will pay. Maximizes turnover and profits.
  • 294. 5. Bundle Pricing: The organization bundles a group of products at a reduced price. 6. Psychological pricing: The seller here will consider the psychology of price and the positioning of price within the market place. Example : Rs. 199 instead of Rs.200 7. Premium pricing : The price set is high to reflect the exclusiveness of the product. An example of products using this strategy would be Harrods, first class airline services, porsche etc. 8. Optional pricing : The organization sells optional extras along with the product to maximize its turnover. This strategy is used commonly within the car industry.
  • 295.
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  • 299.
  • 300.
  • 301. Pricing Moves in a Competitive Market Hi Relative Market Share Lo Lo Relative Cost Structure Hi Follow price changes Follow price changes Challenge competition: Lower the price quickly to protect share Follow the competitors Challenge competition by either dropping the price or quickly meet
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  • 318. LINE & BRAND EXTENSIONS
  • 319.
  • 320. Managerial Questions When considering entering a new product category, two important questions: 1. Should the firm use a brand extension strategy or a new brand strategy? 2. If the firm chooses to use a brand extension strategy, under what conditions will extensions be successful in capturing sufficient market share?
  • 321. Why Extensions? Managers use extension strategies under the assumption that brand associations (e.g., quality, reliability, status) and affect (attitudes) will transfer to the extension.
  • 322.
  • 323.
  • 324. Line Extension strategies Product Sizes Bisleri 1.1 ltr Bisleri 5 ltr Bisleri 1.5 ltr Bisleri 1.2 ltr Bisleri .5 ltr
  • 325. Colour Etc., Pantene Pink Pantene Black Pantene White Flavours Ingredient Rasna Orange Rasna Mango Rasa Rose , etc Colgate gel Colgate Herbal Colgate Salt etc.,
  • 326. Form Vim Liquid Vim Powder Vim Bar
  • 327.
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