brand building and advertising management
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Brand Building and advertising
Management
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What comes to your mind after
seeing this picture
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A companys assortment of product lines and individual
offerings.The product mix is the number of product linesoffered by a company
A product line is a group of products that are closely relatedbecause they satisfy a class of needs, are used together, aresold to the same customer group, are distributed through the
same type of outlets,
Product MIX Width--the number of product lines offered.
Product line Length--the number of different products in a
product line a firm sells.
Product Depth--variations in each product that a firm markets inits mix.
The Product Mix
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Line consistency
Line extension
Line stretching: Down Market Stretch (GilletteVector shaving razors)
Up-Market Stretch (Toyota`s Lexus)
Two-Way Stretch (Titan)
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Line Extension
Existing brand names are extended to new forms, sizes,and flavors of an existing product category.
Colgate , Colgate total, Colgate Max fresh, Colgatesensitive pro-relief, Colgate fresh, Colgate White
Fair & Lovely Fairness Cream-1978
Fair & Lovely Ayurvedic Fairness Cream-
2001
Fair & Lovely Fairness Cream with extra
brightness -2003
Fair & Lovely Menz Active-2006
Fair and Lovely Winter Special
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Brand Extension
Existing brand names are extended to newor modified product categories.
Virgin Atlantic
Virgin Mobile
Virgin Cosmetics
Virgin Trains
Virgin Money
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Hindustan Unilever Limited
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Product Mix of HUL
Pl-1 PL-2 PL-3 PL-4 Pl-5
Bath Soap Fabric Wash Beverage Skin care Oral Care
Dove Surf Excel Bru Fair & Lovely pepsodent
Pears Rin Red label Ponds Close-up
Rexona 501 Lipton
Life buoy
Hamam
Breeze
Moti
Dettol
Depth: Life buoy plus, life buoy gold, Life buoy activ etc
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Product Mix Decisions
A firm may lengthen or widen its product mix A Company may decide to add variations that
will attract new users
A product may be pruned or altered
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Brand positioning and the role of
advertising
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Positioning
Students will be able to analyze position
strategy of different products
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Brand
A brand is a name, term, sign, symbol, or
design, or a combination of these, that
identifies the maker or seller of a product or
service.
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Brand ObjectivesMarketing investment: Less, More? (Leader,
Challenger, Follower, Nicher)
Product Innovation: Re-launch?
Market Share: Higher, Same?
Users: Current, New Competitors?Usage: Current, Extended.
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Positioning
The act of designingand projecting adistinctive image of thecompanys offering in
the minds of the targetmarket
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HAPPYDENT
Rather than competing withchewing gums, it decided tocompete with tooth pasteand medicines forwhitening teeth
http://www.google.co.in/imgres?imgurl=http://www.fabawards.com/winner07/01Happydent-Palace.jpg&imgrefurl=http://www.fabawards.com/winner_tv07.htm&h=400&w=534&sz=41&tbnid=GkuOty3MD80J::&tbnh=99&tbnw=132&prev=/images?q=happydent&hl=en&usg=__1RMGNCgGmHRQl5SOFYRdhhJxwXE=&sa=X&oi=image_result&resnum=5&ct=image&cd=1 -
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Positioning options
Benefit positioning
Attribute
positioning
Use or Application
positioning
Quality or price
positioning
Product class
positioning
Competitor
positioning
Image/ personality
positioning
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Benefit positioning: Shampoos
Attribute: whirlpool, Mobile phones
Image positioning: Lux Use or application : Maggi/ Cadbury
User : parker/ Raymond
Competition: Neutralite/capton cook Quality/Price: Big bazaar, McDonald
Product class: Happydent
Competitors: Pepsodent
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Brand Personality
Brand as a whole: Personality characteristics,
Perceived users, Associations.
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Brand Consumer Relationship
Why do consumers care about the meanings of the brand?
Brand equity
Brand image
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Marketing mix and advertising
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CADBURY Celebrations
Rather than competing with chocolates,
Cadbury celebrations compete with traditional
sweets
19-26
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Product
Anything that can beoffered to the market tosatisfy needs & wants
Services Intangible
Inseparable
Variable
Perishable
Product symbolism: Sumtotal of product/brand
experience
Product life cycle Introduction
Growth
Maturity
Decline
Product attributes: quality,features, design
Packaging
Branding: Investing aproduct with desired brandattributes
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Stages in PLC
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Product Life Cycle of
Colgate
Time
Sales Introduction GrowthMaturity Decline
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Rin meets challenges
at various stages of its life cycle
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RIN
Introduction: Rin washed 50% more clothes &washed them whiter
After 10 years emotional aspect: uski kamiz merikamiz se zyada safed kaise?
After 1987 when NIRMA came, RIN launched superpower RIN (Zara sa RIN)
RIN supreme bar rin shakti powder: RIN whitenesschallenge
In 2004 to compete tide it shows Amitabh bachchansaying ye naya rang konsa hai
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Distribution
Distribution channels:
Organisations,
individuals & processes
making productsavailable from
manufacturer to end
user
Resellers
Indirect
Wholesalers Retailers
Directmarketing
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Price
What a consumer pays
or gives up for productacquisitionincludestime, energy & psychic
costs
Pricing considerations:
Product perception Consistency with other
marketing mix elements
Market & competition
Price serves as anindicator of productqualityhigh price isassociated with
superior quality
Advertising increases afirms ability to charge
a higher price withoutlowering demand
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