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Brand
Management
Brand ?
It refers to the concrete symbols - a name, a logo, a
slogan, a design, a scheme.
A brand serves to create associations and
expectations relating to the product or producer.
A good brand name should be legally protectable,
easy to pronounce, easy to remember, easy to
recognize, attract attention, suggest product benefits
or usage, suggest the company or product image,
distinguish the product's positioning relative to
competition.
Types of Brands
• Generic product: item characterized by plain label, with
no advertising and no brand name
• Manufacturers’ brand or National Brand: brand name
owned by a manufacturer or other producer
• Private brands: brand name placed on products marketed
by wholesalers and retailers
Types of Brands
• Captive brands: national brands that are sold exclusively
by a retail chain
• Family brand: brand name that identifies several related
products
• Individual brand: unique brand name that identifies a
specific offering within a firm’s product line and that which
is not grouped under a family brand
Brand Management
It is the application of marketing techniques to a
specific product or product-line.
Marketers seek to develop or align the expectations
behind a brand - to create the impression that the
associated product has certain qualities or
characteristics that make it special or unique.
The brand is therefore the most valuable element in
any advertising theme, as it demonstrates what the
brand owner is able to offer.
ADVANTAGES OF BRAND
MANAGEMENT
Strengthening of
competitive advantages
Increased
Sales
Impact on
Market Value
Increased
Market Share
Enhancement
of Profitability
The Dimensions in Brand Building
•
•
•
•
•
•
Brand identity
Brand awareness
Familiarity and knowledge of the brand
Consideration to evaluate the brand
Purchase
Brand loyalty (or brand equity)
Part 4 - Products
Brand Management
Slide 15
Chpt 10 - Product Mgmt
• Brand Recognition / Equity - awareness, loyalty, quality,
emotion
• Brand Preference / Loyalty - the degree to which
customers are committed to further purchases eg. I will
always buy Reebok (Brand Insistence)
________________________________________________
• Brand Awareness -your product is the first that comes to
mind in a certain product category
eg. Snapple ice tea, jeans-Levi’s, walkman - SONY
• Brand Association - the link to favourable images,
celebrities, geographic regions
ie. Red Strip - Jamaica, VW - Germany
Role of Brand Strategy
Brand
Equity
Cash flow
booster
Consumer
Response
Booster
Effectiveness
+
B
The Brand
Awareness/Effectiveness
Sector
C ompetition
Influenc es
Investment
Influences
Competitive
pressure
+
Investment
Knowledge
+
-
R
Kno wlege
is go od
Brand
Management
B
+
+
Brand
Brand
Awareness
Awareness
+
The Brand
Awareness/Loyalty
Sector
Attractiveness of
other brands
+
Motivation
R
It's What the
Custom er Wants
Desire to
choose brand
A Conceptualized
Sector Overview
++
-
Brand
Brand
loyalty
loyalty
Snowball
R
+
+/-
The Brand
Loyalty/Quality
Sector
Product
attractiveness
R
+
Perceived quality
+
-
Negative product
image
Quality is
Job One
+
Satisfaction
13
The Brand
Awareness/Effectiveness Sector
Effectiveness
+
B
Competition
Influences
B
Inv estment
Influences
Comp et itive
pressure
+
Invest ment
Knowledge
+
-
R
Knowlege
is good
+
+
Brand
Awareness
14
The Brand
Awareness/Loyalty Sector
Brand
Awareness
+
+
Mot ivat ion
R
Att ract iveness of
other brands
It's What the
Customer Wants
Desire t o
choose brand
+
-
Brand
loyalt y
Snowball
R
+
16
The Brand
Loyalty/Quality Sector
+
-
Brand
loyalt y
+/P roduct
at t ract iveness
R
+
P erceived qualit y
+
-
Qual ity is
Job One
+
Sat isfact ion
Negat ive product
image
19
The Bottom Line: Brand Equity
<Brand Awareness>
<Perceived Quality >
Brand Equity
<Brand Loyalty >
20
Product Identification
• Brand name: It is a part of a brand consisting of
words or letters that form a name that identifies and
distinguishes a firm’s offering from those of its
competitors
• Brand mark: It is a symbol or pictorial design that
identifies a product
• Generic name: It is a branded name that has
become a generically descriptive term for a class of
products (e.g., nylon, aspirin, kerosene, and zipper)
Product Identification
• Trademark: It is a legal protection which confers the
exclusive right to user brand name, trade mark and
any slogan or product name abbreviation
• Trade Dress: It is a visual cue used in branding to
create an overall look
(The distinctive shape of Philips light bulbs and the
McDonald’s arches provide an example of trade
dress)
Key Learning Areas
Brand Architecture
Brand Positioning and Repositioning
Brand Extension and Brand Leveraging
Launching New Brands
Career- Designation
Product / Brand Manager / Marketing Manager
Retail Sales / Business Development Manager / Retail Regional
Manager / Retail Store Manager
Corporate Sales Manager
Corporate Client Servicing / Key Account Manager / Branch Manager /
Advertising Manager
Client Servicing / Key Account Manager
Media Planning Executive / Manager
Industry
Bio-Tech. / Pharma / Life Sciences / Clinical Research
Retailing / Consumer FMCG / Foods / Beverages
Telecom / ISP,Banking / Financial Services / Stock
Broking / Entertainment / Media / Publishing / Dotcom /
Advertising / Event Management/ Public Relation
Software Services / Consumer Goods-Durables / Home
Appliances
Cement / Construction / Engineering / Metals / Steel / Iron
Customer
Relationship
Management
Customer Relationship Management
It is a broad term that covers concepts used by
companies to manage
their relationships with customers.
CRM includes the capture, storage and analysis of
customer, vendor, partner, and internal process
information.
Customer Relationship Management
It means managing all business interactions with customers.
While customer relationship has always been crucial to
business, the emergence of CRM as a discipline is due to two
specific characteristics.
- the creation of a customer-centric organizational philosophy
- the use of technology in seeking and serving the customer.
CRM, therefore, encompasses the capabilities, methodologies
and technologies that support an enterprise in managing
customer relationships.
Customer Relationship Management
There are usually three parts of application architecture to CRM:
Operational CRM involves supporting the front-end business processes
including customer contact. Tasks resulting from these processes are
forwarded with the resources and information responsible for them and
documented for further reference.
Analytical CRM involves analysis of data gathered through operational CRM
and/or other sources to identify potential of enhancing client relationship and
in general to develop market strategy.
Collaborative CRM facilitates interactions with customers through all channels:
personal, letter, fax, phone, web, e-mail. It is a solution that brings people,
processes and data together. The data/activities can be structured,
unstructured, conversational, and / or transactional in nature.
Advantage of Customer Relationship Management
• Gather information about prospects and customers
• Improve customer support
• Faster product delivery
• Inventory control
• Prospect tracking
• Self service
• Consistent marketing message delivery
A typical CRM system is subdivided into three basic
sub modules:
1. Marketing
2. Sales
3. Service
CRM system
Communication
Channel
/ CRM Module
Direct
Internet
Marketing
Online
Marketing
Web Marketing
Sales
Web Shop
Tele Sales
Service
Online
Service
Customer Self
Service Portal
Call
Center
Tele
Marketing
Tele
Service
Customer Relationship Management
This program introduces the students to the benefits of
creating customer loyalty, developing a market intelligence
and pro-active enterprise, and incorporating customer
relationship management into an organization.
It includes CRM methodologies, strategies, software, and
web-based capabilities that help an enterprise organize
marketing, sales, services and manage customer
relationships.
Key Learning Areas
Campaign management
Integrating CRM with business process
Choosing the CRM tool
Business intelligence
Career
• Customer Service Executive / Manager
• Customer Relationship Consultant
• Sales / Marketing
Marketing
Management
Marketing Management
It has been defined by Kotler & Keller as
“the art and science of choosing target markets
and getting, keeping and growing customers
through creating, delivering and communicating
superior customer value."
Marketing Management
Marketing management encompasses a wide variety of functions
and activities, although the marketing department itself may be
responsible for only a subset of these.
Regardless of the organizational context, functions and activities
of Marketing Management include Market Research &
Analysis (5Cs) and Marketing Strategy & Implementation
(4Ps).
The 5Cs are: Customer, Company, Collaborator, Competitor and
Context (Industry).
The 4Ps are: Product, Price, Place and Promotion.
Key Learning Areas
• Market analysis
• Implementation of marketing strategies
• Competitive strategy in international business.
• Services Marketing & Industrial Marketing
• Sales & Distribution Management
Career
• Product / Brand Manager / Marketing Manager
• Retail Sales / Business Development Manager /
Retail Regional Manager / Retail Store Manager
• Corporate Sales / Corporate Client Servicing / Key
Account Manager
• Personal Banking-Branch Manager
• Client Servicing / Key Account Manager / Media
Planning Executive / Manager
Industry
• Bio-Tech. / Pharma / Life Sciences / Clinical Research
• Retailing / Consumer FMCG / Foods / Beverages
• Telecom / ISP,Banking / Financial Services / Stock
Broking, Entertainment / Media / Publishing / Dotcom /
Advertising / Event Management / Public Relation /
Market Research
• Software Services / Consumer Goods-Durables /
Home Appliances / Cement / Construction /
Engineering / Metals / Steel / Iron