Brand

SUNKARI SRIDHAR REDDY

11/12/2013 12:37:37 AM

A

brand is a product with unique
character, for instance in design or
image. It is consistent and well
recognised.


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A brand is simply a logo e.g. McDonald‘s.
A brand is a legal instrument, existing in a similar way to a patent or copyright.
A brand is a company e.g. Coca-Cola.
A brand is shorthand - not as straightforward.
A brand is a risk reducer. The brand reassures you when in unfamiliar territory.
A brand is positioning. It is situated in relation to other brands in the mind of the
consumer as better, worse, quicker, slower, etc.
A brand is a personality, beyond function e.g. Apple's iPod versus just any MP3
player.
A brand is a cluster of values e.g. Google is reliable, ethical, invaluable, innovative
and so on.
A brand is a vision. Here managers aspire to see a brand with a cluster of values. In
this context vision is similar to goal or mission.
A brand is added value, where the consumer sees value in a brand over and above
its competition e.g. Audi over Volkswagen, and Volkswagen over Skoda - despite
similarities.

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A name, term, sign, symbol, or design
used to identify the products of one firm
and to differentiate them from competitive
offerings.

 Something used to show customers that
one product is different than the products of
another manufacturer.


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In 'blind' taste tests, people prefer the

taste of Pepsi over the taste of Coke.
However, if the test is not 'blind' and
the tasters know which beverage is
which, they prefer the taste of Coke
over Pepsi! That is the emotional
power of a brand.
The first shape that was registered is
the coca cola bottle.


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 Short,

simple and easy to pronounce
 Easy to recognise and remember
 It should be appropriate
 It should be registrable


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Product Category
Existing

Existing

Brand
Name
New

New

Line extension

Brand
extension

Multi brands

New brands


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 E.g.

1) surf, surf-ultra, surf-excel
2) splendor, splendor +, super splendor, splendor pro.

 Advantages:
 This

help to increase Brand power
 Changing the consumer taste
 Advertising and promotion cost is less
 It provides good result in the market
 To increase brand image


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 Advantages:
 Easy

acceptance
 Increasing market share
 Attract the new customer
 Increase the goodwill

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 E.g.

P& G and HUL
 P&G „s tide and draft
 HUL „s rexona and lux


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 Corporate

brand
 Distinct Brand
 Umbrella Brand
 Co-branding
 Private

brand
 Generic brand

(E.g. TATA)
(E.g. P&G)
(E.g. HUL)
(E.g. HEROHONDA, Maruhti
Suzuki)
(E.g. Shopper’s stop)
(E.g. XEROX , DALDA)


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Brand Planning Steps
Steps
Step One:
• Learn marketing objectives and strategy

• Write creative brief and define messages
• Create timelines and budgets


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Branding Steps
(continued)
Step Two:

• Develop concepts/taglines
• Start visual (logo) research
• Present initial creative approaches


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Branding Steps
(continued)

Step Three:

• Develop outline and copy points per
selected concept
• Develop media strategy
• Begin creating visual materials
(photos/picture)


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Branding Steps
(continued)

Step Four:

• Write full copy draft
• Write final copy as per client
comments
• Start layouts


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Branding Steps (continued)
Step Five:

• Create and present full layout or e-design
Step Six:
• Develop final electronic files for print, or
coding for web

• Final execution and management of products
(website launch, launch media campaign, print
, ads placed, press etc.)

11/12/2013 12:37:37 AM

 Competition

is a contest between
individual, groups, nations, animals etc…
 Business is often associated with
competition as most companies are in
competition with at least one other firm
over the same group of customer.


11/12/2013 12:37:37 AM

 “Competition

is the effort of two or more
parties acting independently to secure the
business of third party by offering the most
favourable terms”.


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 Direct

competition
 Indirect competition


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 Find

the common ground
 Be relevant
 The name impact the strategy
 Be consistent and flexible


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Introduction to Global Advertising:
 Global advertising(promotion) involves a variety
of activities, ranging from point of purchase to
satellite TV advertising and sponsorships.
 Every organisation should try to make a
uniformity in advertisement for all countries
 In many cases, complete uniformity is impossible
because of difference between countries in media
availability, regulations of government.



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 Components

of Global Advertising:

 Strategy
 Organisation

 Creativeness
 Media
 Television:

TV advertising strong in china
not in Europe countries.
 Radio: Radio is a effective tool in all
countries except Europe, in Europe it is
monopoly of govt.


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 Print:

Print media are strong in France and
Germany, because of literacy rate.
 Outdoor: outdoor media has a positive opinion
in Japan, France, Russia rather than all other
countries.


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 Advertising

agency is organisation to provide
service in creating advertising.
 It is an independent house to provide service
to clients
 Some of agencies provide services like
Branding, Marketing and Promotional
Strategies for their client.
 Its undertake the work of
planning, preparing, executing advertising
campaign for customers

11/12/2013 12:37:37 AM

 According

to PHILIP KOTLER “Advertising
agency is a marketing service firm that
assists its client in
planning, preparing, implementing and
evaluating various activities of advertising.”
 According to BELCH“Advertising agency is
a service organisation that specialised in
planning and executing advertising
program for its clients.”

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 Planning
 Preparing
 Advertising

copy
 Artwork: simple, easy to
understand, logical, meaningful.
 layout
 execution


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 Independent

organisation
 It works for clients
 Composed of creative people
 Service and commercial organisation
 Develops, prepares and places
advertisement in media.


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 Understand

the product
 Plan and create an advertising
 Advertising agencies to better
communication
 Its create business practices in global
 It is an industry


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 Full

service agencies
 Media buying service
 Creative boutiques
 In house agencies
 Specialised agencies (to create advertising
for medicine, outdoor, social advertising)


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 Benefits

of Ad-agency to clients:
 Eliminate the need for advertising
deportment
 Services of experts
 Reduction in media cost
 To market research
 Helps to allocate advertising budget


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 Assure

risk free business
 Takes away the sales job
 Undertake the advertising scheduling
 Reducing production cost (they can create
complete advertisement )


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 Researchers
 Media

planners
 Creative team
 Account managemet


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Introduce

a new Product
Creates new demand for product
Expand market
Assist personal selling
Building brand image
Employment opportunity
 reducing the cost of goods

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 The

Unique Selling Proportion (USP) is one of the
marketing concept.
 This concept developed by Rosser Reeves and Ted
Bates as a theory to explain a pattern among
successful advertising.
 It state that the advertising should made unique
proportion to customers.
 A number of business and corporations currently
use USPs as a basis for their marketing campaigns.


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 Each

advertisement must make a
proportion to the consumers. Not just
words, not just product. Each
advertisement must say to each reader “
Buy this product, and you will get this
specific benefit.”


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 Use

your biggest benefit
 Be unique
 Solve an industry performance gap
 Be specific and offer proof
 Condense into one clear sentence
 Integrate your USP into all marketing
materials
 Deliver‟s on UPS promise

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A

product is anything that can offered to
market for attention, acquisition ,use,
consumption that might satisfy a want or
need.

PRODUCTS



Tangible
products

GOODS

Intangible
products

SEVICES

tangibility
Associated
attributes
Features of
product

Exchange
value

Intangible
attributes

Customer
satisfaction

Unexpected features

Potential product

Luxury features

Augmented product

Expected features

Expected product

Basic features

Basic product

Generic product
Core benefit

Durable products
Consumer products,

Business products

 Durable

 Non-durable

 Services

Shopping
Products
Convenience
Products

Specialty
Products

Convenience goods – consumers use minimal effort for
frequently purchased low cost items

 Staples

-

 Emergency

 desire

goods –

purchases –

 The

assortment of products that a company
offers to a market
 Width – how many different product lines?
 Length – the number of items in the product mix
 Depth – The no. of variants offered in a product
line
 Consistency – how closely the product lines are
related in usage

WIDTH

Home
Depot,
Lowe‟s

Tata Motors
BUS

# of lines = 4
LORRY
# of items = 12

Tata Steel
BARS

Tata Tea Tata DTH
GEMINI
TEA

PLATES

CARS

A wide product mix facilitates one stop shopping

D
E
P
T
H

Width (# of product lines)

HAIR
CARE

SALTY
SNACKS

Shampoo Chips

DENTAL
CARE

SOFT
DRINKS

Tooth Brush Cola

Tooth Paste Ginger Ale
Conditione Nuts
r
Dental Floss
Root Beer
Crackers
Hair Spray

New Product Development Process
Step 1. Idea Generation

Systematic Search for New Product
Ideas
Internal sources
Customers

Competitors
Distributors

Suppliers

Step 2. Idea Screening

 Process

to spot good ideas and drop poor

ones
 Technically feasibility
 Financially viable

Step 3. Concept Development & Testing
1. Develop Product Ideas into
Alternative
Product Concepts

2. Concept Testing - Test the
Product Concepts with Groups
of Target Customers

3. Choose the Best One

Step 4. Marketing Strategy Development

Part One - Overall:

Target Market
Planned Product Positioning
Sales & Profit Goals
Market Share
Part Two - Short-Term:

Product’s Planned Price
Distribution
Marketing Budget
Part Three - Long-Term:

Sales & Profit Goals
Marketing Mix Strategy

Step 5. Business Analysis
Step 6. Product Development
Business Analysis
Review of Product Sales, Costs,
and Profits Projections to See if
They Meet Company Objectives

If No, Eliminate
Product Concept

If Yes, Move to
Product Development

Step 7. Test Marketing
Standard
Test Market

Controlled
Test Market

Full marketing campaign
in a small number of
representative cities.

A few stores that have
agreed to carry new
products for a fee.

Simulated
Test Market
Test in a simulated
shopping environment
to a sample of
consumers.

Introducing the product into the market

Sales and
Profits ($)
Sales

Profits
Time
Product
Development

Losses/
Investments ($)

Introduction

Growth

Maturity

Decline

Sales

Low sales

Costs

High cost per customer

Profits

Negative

Marketing Objectives

Create product awareness
and trial

Product

Offer a basic product

Price

Use cost-plus

Distribution

Build selective distribution

Advertising

Build product awareness among early
adopters and dealers

Growth Stage of the PLC
Sales

Rapidly rising sales

Costs

Average cost per customer

Profits

Rising profits


Maximize market share

Product

Offer product
extensions, service, warranty

Price

Price to penetrate market

Distribution

Build intensive distribution

Advertising

Build awareness and interest in the
mass market

Maturity Stage of the PLC
Sales

Peak sales

Costs

Low cost per customer

Profits

High profits


Maximize profit while defending
market share

Product

Diversify brand and models

Price

Price to match or best competitors

Distribution

Build more intensive distribution

Advertising

Stress brand differences and benefits

Decline Stage of the PLC
Sales

Declining sales

Costs

Low cost per customer

Profits

Declining profits


Reduce expenditure and milk the brand

Product

Phase out weak items

Price

Cut price

Distribution

Go selective: phase out unprofitable
outlets

Advertising

Reduce to level needed to retain
hard-core loyal customers

PRODUCT

Offer a basic product

PRICE

Cost +profit

SALES PROMOTION

Heavy expenditure to create trails

Distribution

Build selective distribution

Advertising

Build product awareness among early
adopters and dealers

Growth Stage of the PLC
Product

Offer product
extensions, service, warranty

Price

penetrate Price

Distribution

Build intensive distribution

Advertising

Build awareness and interest in the
mass market

Sales promotion

Consumer demo

Maturity Stage of the PLC
Product

Diversify brand and models

Price

Price to match or beat competitors

Distribution

Build more intensive distribution

Advertising
Sales promotion

Stress brand differences and benefits
Encourage to brand switching

Decline Stage of the PLC
Product

Phase out weak items

Price

Cut price

Distribution

Go selective: phase out unprofitable
outlets
Reduce to level needed to retain
hard-core loyal customers

Advertising

Sales promotion

Reduce to minimal level

 An

important concept associated with
product development is the concept of
reverse engineering.
 It involves completely analysing
competitive offerings.
 Engineering is the profession involves
design, manufacturing, and maintaining of
product, system and structures.
 At a higher level, there are two types of
engineering.

 Forward

engineering is a traditional
process of moving from high-level
abstraction and logical designs to physical
implementation of a system.

 The

process of duplicating an existing
component or product with the aid of
drawing, documentation is known as
reverse engineering.

 Lost

of documentation
 Product analysis
 Military intelligence
 Removal of copy protection
 Curiosity

 Make

a duplication
 Capture the market share
 Concept design
 Product packaging design
 Its mostly helpful in
 Manufacturing of press tolls
 Plastic mold manufacturing
 Fixtures manufacturing

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