product differentiation and branding toby boss esu 6
TRANSCRIPT
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Product Differentiationand Branding
Toby BossESU 6
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Essential Questions
• Why do firms seek to differentiate their products?
• How does advertising and branding apply to differentiation?
• What are some examples of personal branding?
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Objectives
• Discuss Differentiation• Discuss social media as a branding tool
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Products
• Goods and Services• Some products are identical• Examples– Produce– Electricity– Propane– Air Travel?
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Prices
• If goods are truly identical (electricity, propane) the only difference between goods would be the price.
• The sellers are price takers – if they raise the price; they will sell 0
• If they lower the price they will not sell any more units.
• Take the price set by the market
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Perfectly Competitive Markets
• Many small firms• Identical products• Price takers• Easy entry and exit• Most firms break even
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Product Differentiation
• Firms seek to set their products apart from the rest so as to charge a different price.
• Typically they use the following:– Packaging– Quality or functions– Service– Advertising
• Branding sends a consistent message that is identifiable.
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Advertising
• Sunk fixed cost• Sunk:– Once you invest there is no asset to sell later– Compare to equipment – if a firm invests in a
building; they could potentially sell it later• Fixed Cost:– Doesn’t change with the level of output.– A commercial doesn’t cost more or less depending
on how many units a firm produces
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Advantages
• Big firms had an advantage in advertising• They can spread the fixed costs over many
units• There is always a risk – remember “New
Coke”?
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Branding
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Logos
• What comes to mind when you see each of these brands?
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Super Bowl
• $4 million for 30 second spot• What do the stats say?– Source: Click Z Marketing News
• http://goo.gl/Bx8RIU
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Super Bowl Stats
• 82,586 football fans watched Super Bowl XLVIII at MetLife Stadium in East Rutherford, New Jersey
• 100 million football fans watched Super Bowl 2014 for almost 3.5 hours in four quarters plus a half time on the Fox broadcast television network.
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Super Bowl Stats
• based on YouTube's data, football fans watched Super Bowl ads more than 265 million times for over 3.2 million hours – which is the equivalent of watching 914,285 Big Game broadcasts.
• Based on YouTube's pre-game data for 2014, it looks like the online views of this year's Super Bowl commercials are running about 2.2 times above last year.
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Super Bowl Stats
• And the top five in views are:• Budweiser Super Bowl XLVIII Commercial -- "Puppy Love"
with 37 million views.• Duracell: Trust Your Power - NFL's Derrick Coleman, Seattle
Seahawks with 16 million views.
• Hyundai Elantra | Big Game Ad | "Nice" with 12 million views.
• 2014 Volkswagen Game Day Commercial: Wings with 11 million views.
• Sorry, Coke and Pepsi. (Uncensored) with 10 million views.
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Personal Branding
• Some examples
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Wikipedia
• Personal branding is, for some people, a description of the process whereby people and their careers are marked as brands.
• the creation of an asset that pertains to a particular person or individual… leading to an indelible impression that is uniquely distinguishable.
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Example
• Celebrity real-estate mogul Donald Trump uses his last name extensively on his buildings and on the products he endorses (e.g., Trump Steaks).
• What are some other celebrity brands?
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Differentiation
• So what sets you apart?– Skills– Education– Experience– Vision
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Social Media
• What do you want your message to include?• Your digital tattoo – make sure your image is
what you want to convey.• “Times Square” Analogy
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Social Media
• How can you use these to convey your brand?– Twitter• Tweet retweeted 3 times will reach 100,000 people• Hashtags
– Web 2.0 tools – blogs, Google• Everyone can publish• What will you say?
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Pinterest Board
• Ideas on personal branding• http://pinterest.com/lynneherr1/personal-bra
nding/
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Daily Infographic
• How to Brand Yourself
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Reflection
• What do you want your personal brand to say?