how can companies combine products to create strong co-brands and ingredient brands

29
Divyasree P K IIT Madras

Upload: sameer-mathur

Post on 12-Aug-2015

148 views

Category:

Marketing


6 download

TRANSCRIPT

Page 1: How can companies combine products to create strong co-brands and ingredient brands

Setting Product Strategy

How can companies combine produc t s to c rea te s t rong co -brands or ingred ien t

b rands?

Presentation byDivyasree P K

IIT Madras

Page 2: How can companies combine products to create strong co-brands and ingredient brands

Co-Branding

N. Process by which di f f erent products are combined together in to a jo in t product or marketed together in a jo in t fash ion

Page 3: How can companies combine products to create strong co-brands and ingredient brands

TypesSame company co-brandingJoint venture co-brandingRetai l co-brandingRetai l co-branding

Page 4: How can companies combine products to create strong co-brands and ingredient brands

Same company co-branding

Two or more products from the same company are promoted togethercompany are promoted together

Page 5: How can companies combine products to create strong co-brands and ingredient brands

Same company co-branding

Aquaguard Eurocleanpromoted together by Eureka Forbes

Page 6: How can companies combine products to create strong co-brands and ingredient brands

Same company co-branding

Promoted by Oriental Cuisines Private Limited

Page 7: How can companies combine products to create strong co-brands and ingredient brands

Joint venture co-branding

Two or more products from different companies are promoted togethercompanies are promoted together

Page 8: How can companies combine products to create strong co-brands and ingredient brands

2 in 1 transit credit cards

Citi bank credit card

Joint venture co-branding

DMRC

Citi bank credit cardMetro transit card

Additionalcustomers

Increased reach

Page 9: How can companies combine products to create strong co-brands and ingredient brands

Retail co-branding

Two retail establishments use same location to optimize space and profitslocation to optimize space and profits

Pizza Hut & KFC

Page 10: How can companies combine products to create strong co-brands and ingredient brands

co-branding?

Page 11: How can companies combine products to create strong co-brands and ingredient brands

Easy positioning

Visibility due to multiple brands&

Page 12: How can companies combine products to create strong co-brands and ingredient brands

Existing market

New channelsPLUS

New channels

INCREASED SALES

Page 13: How can companies combine products to create strong co-brands and ingredient brands

Reduced cost of product introduction

Speeds up the adoption process!

Page 14: How can companies combine products to create strong co-brands and ingredient brands

MOST importantly,

Provides opportunity to understand how other brands approach the customerother brands approach the customer

Page 15: How can companies combine products to create strong co-brands and ingredient brands

co-branding?

Page 16: How can companies combine products to create strong co-brands and ingredient brands

BRAND EQUITYEQUITY

Brand awareness

PLUS

Brand image

Page 17: How can companies combine products to create strong co-brands and ingredient brands

1Ensure separate brand equity exists

Page 18: How can companies combine products to create strong co-brands and ingredient brands

2Ensure a logical fit between the brands

Page 19: How can companies combine products to create strong co-brands and ingredient brands

CO-BRANDS....must be

complementary and unique..

..to ensure favorable perception by customers

Page 20: How can companies combine products to create strong co-brands and ingredient brands

3Adopt due diligence before entering co-branding ventures

Page 21: How can companies combine products to create strong co-brands and ingredient brands

FIT ofValuesCapabilityGoals essential

Page 22: How can companies combine products to create strong co-brands and ingredient brands

INGREDIENTBrandingBranding

N. Process which creates brand equi ty for products that are contained wi th in o ther branded products

Page 23: How can companies combine products to create strong co-brands and ingredient brands

Carl Zeiss lens in Sony digital camera

Page 24: How can companies combine products to create strong co-brands and ingredient brands

Success story of Intel

Ingredient brand became the preliminary cutoff for the selection of host product!!

Page 25: How can companies combine products to create strong co-brands and ingredient brands

Successful Ingredient Branding

Requirements

Page 26: How can companies combine products to create strong co-brands and ingredient brands

1Ingredient is integral to the success of host

Page 27: How can companies combine products to create strong co-brands and ingredient brands

2Ingredient offers tangible quality differentiation

Page 28: How can companies combine products to create strong co-brands and ingredient brands

3Host must display a visible marker of the ingredient

Page 29: How can companies combine products to create strong co-brands and ingredient brands

4Concerted efforts to make the customer understand the value of the ingredient