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brand-management ppt

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  1. 1. Brand management<br />
  2. 2. Reach toothpaste<br />When the tail wags the Dog<br />
  3. 3. Removes up to 52% more plaque than Glide® Original Mint™1<br />High impact icy mint flavor <br />Provides a just-brushed feeling <br />No messy toothpaste residue <br />Available in 5-yard trial sizes<br />REACH® CLEANPASTE™<br />
  4. 4. Clinically proven to clean 61% more plaque than Glide® Original Mint™ and up to 54% more plaque than Oral-B® SATINfloss®1<br />Intense flavor <br />ICY PEPPERMINT™, BERRY MINT™, Cinnamon flavor <br />Available in 5-yard trial sizes, 200-yard refill <br />REACH® CLEAN BURST™<br />
  5. 5. Recommended especially for non-flossing patients <br />Snap-on disposable heads <br />Elongated handle effortlessly reaches back teeth <br />Fits in any toothbrush holder as a daily reminder <br />Comes with replacement heads <br />Available in 1-count handle + head<br />REACH® ACCESS® FLOSSER<br />
  6. 6. Has earned the ADA Seal of Acceptance <br />Slides easily between tight teeth <br />Available in mint waxed and unflavored waxed <br />Shred-resistant<br />REACH® EASY SLIDE® Floss<br />
  7. 7. SushilMenin – Sales agent<br />Bhailal – A Retailer<br />Radha – Marketing manager<br />AdilMistri – Sales agent<br />Characters <br />
  8. 8. Retail mafia<br />Loss of brand power<br />Retailer as the decision maker<br />Brand differentiation<br />Aggressive push in the market<br />No profits<br />Small manufacturers being eaten out.<br />Promotion cost<br />Problems<br />
  9. 9. Toothpaste Segmentation<br />Four main segments<br />Sensory segment<br />Flavor and product appearance<br />Sociable's<br />Brightness of teeth<br />Worriers<br />Decay Prevention<br />Independent<br />Low Price<br />Flavor, Brightness<br />Decay Prevention<br />
  10. 10. Huge incentives<br />Aggressive push strategy<br />Limited shelf space<br />Offers and promotional schemes<br />Loss of product differentiation<br />Depletion of brand power<br />Retailer’s Vantage<br />
  11. 11. Retailer – The Differentiator<br />
  12. 12. Brand Differentiation<br />
  13. 13. Various products in the same segment.<br />Market leader<br />Image <br />Brand personality<br />Pull and not push<br />Why?<br />
  14. 14. Push and Pull Diaries<br />
  15. 15. In case of using a pull strategy, marketing efforts are directed at the ultimate consumer and consumer promotions such as consumer contests and sweepstakes, rebates, coupons, free samples, consumer premiums, etc are used.  If this strategy is also chosen to include advertising, then, there are large advertising expenditures.  <br />Pull Strategy<br />
  16. 16. The product demand as high. <br />It is possible to differentiate the product on the basis of real or emotional features. <br />Brand consumers show high degree of involvement in the product purchase,  <br />There is reasonably high brand loyalty and <br />Consumers make brand choice decision before they go to the store.<br />Ideal Pull<br />
  17. 17. Advertising Or Product Promotion<br />
  18. 18. Advertising or Promotion<br />By using a variety of persuasive appeals, it offers reasons to buy a product or service. <br />Eg: Good Network, Promises and Delivers<br />Appeals are emotional or functional in nature.<br />Eg: the current ad of “Wherever you go, our network follows”<br />Time-frame is long term.<br />Besides giving reasons in the form of different appeals, they offer incentive to the consumers to buy the product or service now.<br />Eg.For new users, 1HUTCH no is given free for 1 month & sms is free for 3 months.<br />Appeals are rational<br /> <br />It justifies whatever it says.<br />Time frame is short term.<br />
  19. 19. The primary objective is to create an enduring brand image<br />Indirect and subtle approach towards persuading customers to buy a product or service.<br />To get sales quickly or to induce trial<br />Direct in approach to induce consumers to buy a product or service immediately by temporarily changing the existing price-value relationship of the product or service.<br />
  20. 20. A toothpaste <br />Psychological satisfaction<br />Change in brand<br />Subjective catch for different ages.<br />What customers want?<br />
  21. 21. Recommendations <br />
  22. 22. Fighting Back<br />
  23. 23. Brand clutter<br />Promotional differentiation.<br />Packaging differentiation<br />Price differentiation<br />Content differentiation<br />Advertising differentiation<br />Principle of differentiation<br />
  24. 24. Based on advantages of efficiency & economy, desirable to create associations that are relevant to as many brands as possible.<br />Reach and its advantages<br />Reach as an emotion<br />Principle of relevance<br />
  25. 25. Based on need to provide right amount of information to consumers.<br />Low customer involvement.<br />Why reach is better?<br />A catch line.<br />Principle of simplicity<br />
  26. 26. Customer loyalty<br />
  27. 27. Resonance Model<br />Brand resonance is characterized by strong connections between the consumer and the brand.<br />Brands with strong resonance benefit from increased customer loyalty and decreased vulnerability to competitive marketing actions. The challenge for the brand is to ensure that the customer has the right experiences to create the right brand knowledge.<br />
  28. 28. Subdimensions of brand building model<br />Loyalty<br />Attachment<br />Community<br />Engagement<br /> Quality Warmth,Fun<br />Credibility Excitement<br /> Consideration Security<br /> Superiority Social approval, Self-respect<br /> Primary charateristics & User profiles<br /> Secondary features Purchase & usage situations<br /> Product reliability Personality & values<br /> Durability & servicability History, heritage<br /> Service effectiveness & Experiences<br /> Efficiency & empathy<br /> Style & design, Price<br />Category identification<br />Need satisfied<br />Resonance <br />Judgment<br />Feelings<br />Performance <br />Imagery <br />Salience <br />
  29. 29. loyalty<br />Whiteness redefined<br />Quality mark and holograms<br />Long lasting and various flavors<br />More than 20 years of trust<br />Family toothpaste<br />
  30. 30. Industry standards<br />Earn and let earn policy<br />Talking to the retailers<br />Other Considerations<br />
  31. 31. conclusion<br />
  32. 32. AnuragHuria<br />KeshavGoel<br />NavdeepKhurana<br />SheebaAgha<br />Thank You<br />