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Page 1: Lecture 1&2 introduction

i a m

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Research Executive, Territory Manager, Area Manager, Chilled Dairy Manager, Regional Manager

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1. Attendance (0.5*lectures) 8 marks 2. Quizzes (2.5*2) 5 marks 3. Class participation 5 marks 4. Final Report & Presentation 7 marks Total 25 marks

Sessional Criteria

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A brand is name, term, sign, symbol , design or a combination of them

intended to identify goods & services of one seller or a group of sellers & to

differentiate from those of the competition

Branding Defined

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Why brand?

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differentiation

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clarity

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loyalty

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What is a brand?

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a good brand elicits thoughts…

a great brand elicits feelings.

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Emotional relationships are stronger than logical relationships. Customers grant more loyalty and leniency to brands that they hold a personal relationship with.

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Next Week

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What’s Brand ???

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Branding

Challenges

&

Opportunities

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Savvy Consumers

Education Level Media & Information availability Awareness level about health &

hygiene

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Complex Brand Families

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Media Fragmentation

Increased Media Choices Traditional vs. Digital Media

Consumer attention span

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Increased Competition

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Increased Costs

Inflation Maintaining Price Points Becoming Difficult

Consumer Purchasing Power

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Mirza Shakeel

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ADDITIONAL DISCUSSIONS

1) Consumer disposition funnel

2) Definition of quality (Perceived Quality)


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