Product strategy is like a roadmap, and like a roadmap it’s useful only when you know where you are and where you want to go.The Service Strategy provides guidance on how to design, develop, and implement service management not only as an organizational capability but also as a strategic asset.
Product strategy is like a roadmap, and like a roadmap it’s useful only when you know where you are and where you want to go.The Service Strategy provides guidance on how to design, develop, and implement service management not only as an organizational capability but also as a strategic asset.
Marketing Channels
Channel Functions
Role of Intermediaries
Direct Distribution
InDirect Distribution
Marketing Channel Systems
Vertical Marketing System
Horizontal MS
Multi-channel Distribution
Distribution Channels
Spatial Discrepancy
Temporal Discrepancy
Breaking Bulk
Need for Assortment
Financial Support
Channel Flows
Three Flows Recognized
Degree of Involvement
Channel Levels
Key Learnings
Corporate VMS
Administered VMS
Contractual VMS
Vertical System
Marketing Channels
Channel Functions
Role of Intermediaries
Direct Distribution
InDirect Distribution
Marketing Channel Systems
Vertical Marketing System
Horizontal MS
Multi-channel Distribution
Distribution Channels
Spatial Discrepancy
Temporal Discrepancy
Breaking Bulk
Need for Assortment
Financial Support
Channel Flows
Three Flows Recognized
Degree of Involvement
Channel Levels
Key Learnings
Corporate VMS
Administered VMS
Contractual VMS
Vertical System
The SlideShare 101 is a quick start guide if you want to walk through the main features that the platform offers. This will keep getting updated as new features are launched.
The SlideShare 101 replaces the earlier "SlideShare Quick Tour".
Visuals have a special impact on nailing the brands into the minds of consumers. The left and the right hemisphere of brains work in different patterns and captures different sort of data. Left hemisphere understands the stimuli like names, words, logics, etc. while the right hemisphere captures stimuli like, visuals, color, shape, etc. To nail the brand into mind of consumer Visual impression is necessary to be created and thus Visual Hammer is necessary to create a long-lasting, quickly recalled brand image in consumer's mind through the "Power of Visuals" .
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert
Everything has a name, but some names hinder communication rather than help. Innovation in technology (and UX) forces us to consider what names will help the public understand our products, interact with them, and feel comfortable speaking the language we invent. How should we name products, features, and services? When do we need to brand, rather than simply name? And what should the name creation process look like? (Bonus: Why you should use types of cheese for your code names.)
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
26. Introduction to Branding
Brand: Logo, symbol, name, mark, word, sentence
Branding: Marketing tool used to identify and
differentiate your product.
Brand Image: Impression in a consumer’s mind of the
brand’s personality
Brand Equity: Measure of the overall value of a brand.
27. FUNCTIONS OF BRAND NAMES
FUNCTIONS OF
BRAND NAMES
FOR CONSUMERS
PERSONALISATION
(express
individuality
through purchase)
ENTERTAINMENT
(exercise of free
choice, satisfy
needs)
IDENTITY
(guides
consumers)
FOR PRODUCERS
GUARENTEE
(signature of the
manufacturer)
PRACTICALITY
(summary of
information about
the product)
POSITIONING
(competitive
scene)
CAPITALIZATION
(assets holding
great potential)
28. Stories behind brand names
Lego – A combination of the Danish phrase
leg godt, which means play well. Lego also
happens to mean “I put together” in Latin, but
the company claims that it’s merely
coincidence
Skype – Originally Sky-Peer-to Peer, then
Skyper, and finally Skype
Google – A googol is equivalent to a 1
followed by 100 zeros. Misspelled it as Google
when seeing if the domain was available.
Another report claims that Andy
Bechtolsheim, co-founder of Sun Microsystems
and Google’s first investor, misspelled the
name on his $100,000 investment check.
29. Stories behind brand names
Cisco – Short for San Francisco where the
company was founded
Verizon – A combination of the words veritas,
the Latin word for truth, and horizon,
signifying forward-looking and visionary
Apple – It’s speculative but at the time, Steve
Jobs worked on an apple farm. Also, some
say Jobs wanted it to be in front of Atari in
the phone book. While others claim that Jobs
wanted it to be a tribute to Apple Records,
the music label for the Beatles.
30. Soshi Sumsin: Company Background
South Korean company
Electronic products (VCRs, stereos and television)
Started manufacturing television components for an
American manufacturer in 1990
Manufactured full line of TVs, hi-fi and stereo equipment
for three other American firms
Marketing their own products since 1992 under the name
of Sumsin.
31. International Expansion
They want to enter to American market
Main reason: Size and buying power of American market
Introduction date was set as April 2009
Mr. Soshi relied on his son to carry out international marketing and
as his first decision he had to select a brand name for the
American market
32. Transferring Brands Across Borders
Simple Translation:
•
•
•
•
The American Dairy Association’s “Got Milk?” translated into
Spanish as “Are you lactating?”
KFC’s “Finger-Licking Good” translated into Chinese as “We’ll Eat
Your Fingers Off”
Braniff Airlines’ “Fly in leather” translated into Spanish as “Fly
naked”
Schweppes Tonic Water was translated into Italian as Schweppes
Toilet Water.
Transliteration:
•
•
•
Axe is called Lynx in UK
Lays is called Walkers in UK
Burger King is called Hungry Jack’s in Australia
Transparent brand name:
•
Sony, Nokia, Apple, Coca Cola
33. Examples from the case
Taiwanese Brand American Market - keeping the same
name
Tatung Tatung
Taiwanese Brand American Market - changing the name
Kunno Lo Kennedy
Kennex
Pro-Kennex
34. Option #1
Father’s preference- stick with the company
family name
Sumsin: difficult for English speaking people to
pronounce and seemed meaningless and
foreign.
Soshi: equally unfamiliar and meaningless and
people may confuse it with “sushi”.
35. Option #2
Acquire ownership of an existing American brand name, one
with market recognition
Monarch:
They manufactured radios in Chicago in 1932, and were
nationally known in the 1940.
Badly hurt by TV in 1950s (reduced size of the radio market)
The company was wiped out in 1960’s
Monarch - $50,000
Tied in with electronic products in public’s mind
Wondered if people still remembered the Monarch name.
Difficult to decide if recognition was positive or negative
because of the company’s failure in the market.
36. Option #3
Select a new name, build market recognition through promotion.
Need to be politically and socially neutral in American and other
foreign markets.
Easy to pronounce and remember
Proteus: ancient Greek sea God, easy to pronounce in most European
languages, too neutral to help sell the product
Blue streak: easy name in English, but not in other
languages, connotation of speed and progress might provide a boost
for the product.
37. Comparison of alternatives
PROS
CONS
OPTION 1
• Sticking to the origin
of the company
• Difficult to
pronounce
• Meaningless
OPTION 2
• Well reputed
• Awareness of the
product is present
• Preconceived
notions
OPTION 3
• Innovative
• Neutral
• Easy to pronounce
and remember
• Not in connection
with the product
38. Criterias for a good brand name
Reflects the positioning of the brand
Relates to the target audience
Informs about the benefit the product offers
Therefore we think they
should go with option 3
Easy to remember, to spell and to pronounce
Internationally compatible
Short and unique
Copyright protected
Easy to visualize
Timeless
Domain name is available
39. Reasons for brand failures
1. Cultural Differences
KOREA
USA
• Lack of diversity
• Diverse
• Lack of experience in
multicultural issues
• A lot of experience in
multicultural issues since most
multinational companies
originate from USA
• Market Korean products
globally as they would
domestically
• “Korea is better than your
country”- insulting and offputting to other countries
• Marketing mix decisions are
adapted to meet the local
culture of the host country
Ex: Mc Donald’s
40. KOREA
USA
• High context nation
• Advertising employs metaphor
(high context)
• Low context culture nation
• US Advertising uses product
features and the utilitarian
needs for products (low context)
• The Korean style of
communication:
“accommodation oriented”
• Direct and confrontational
approach.
• Fewer direct references to the
brand
• Represent brand, product, and
company name early on and
frequently in advertising.
• Brand taglines appeal to more
culturally diffusive value.
• US subjects shows more
favorable attitudes towards
advertising and brands.
41. KOREA
USA
• Advertisements show company
names.
• Only 56 per cent of US
companies represented their
company names in advertising.
• Advertisers feel consumers
usually base purchases of most
products and services at least in
part on the reputation of the
company.
• Reputation of the company is
considered important to
consumers in only about half of
television commercials
• Brand-logos/taglines are
abstract and symbol.
• Brand-logos/taglines contain
more direct speech.
42. Reasons for brand failures
2. Lack of Adaptation
Brand name given to a product is often the name of the
company that manufactures it
Historically related, founders name, difficult to change it
Example: P&G twofold brand strategy
Difficult to memorize in many countries
Serious obstacle to clear communication
Creating confusion
Essential to be prepared to carry out the necessary brand-name
modifications
43. Reasons for brand failures
3. Lack of Linguistic content: When a company name
lacks elements such as verbal, auditory and intellectual
meaning.
Symbolic connotation to communicate product attributes.
Make It possible to understand the pure linguistic capacity
of a brand independent of the established goodwill.
The is issue is whether a brand is transposable into other
linguistic contexts.
Ex: Coca cola
44. Examples of few companies who have
changed their brand name to adapt
globally
45.
46.
47. Marketing Implications
Firms should be prepared to adapt and change their
brand name to fit into global markets
When going global, firms should take a neutral brand
name which is well adapted to the culture of the host
country
Make sure brand name is in sync with the product
features and company culture
Make sure your brand name doesn’t have an
unintended negative meaning
48. Questions
Evaluate the alternative names being considered
by Sammy Soshi. Which name would you
recommend?
Whatever new name is chosen, should Soshi Sumsin
adopt the same name in the Korean market?
What are the advantages of selecting different
brand names, as appropriate, in each foreign
market?
Enumerate the characteristics that should be
possessed by a good international brand name?