mmmmm ppt.pptx final

8/7/2019 MMMMM Ppt.pptx Final

1/57

STUDENT MEMBERS1 Soumyashree Padhi PG10043 148-1502 Subashini S PG10044 151-154

3 Sunil Kumar K PG10045 155-158

4 Swathi G PG10046 159-1625 Thava Prashanth Rao C B PG10047 163-166

6 V init Kumar Satpuri PG10049 167-170

7 V ivek Rajgopalan PG10050 171-173

8 H onnavarV rusha V asant PG10051 174-177

9 Gowri Sankar S PG10052 178-181

10 N itin Singh PG10053 182-184


2/57

Name gives a thing a recognition..

The art of marketing is largely the art of brand building

BRAND NAME


3/57

CORPORATE NAME COMBINED WITH INDIVIDUALPRODUCT NAMES

Kellogg

Dabur


4/57

l In naming a br and a co mpany may chose many poss ib iliti es:

Name of the person(Honda, Calvin clein)

location(american airlines)

Quality(safety stores, healthy choice)

Or a artificial name(kodak, exxon)


5/57

DES IRABLE QUAL ITI ES OF A BRAND NAME

S hould be easy to spell, pronounce, recognize &

remember (Tide)

S hould be distinctive (Kodak)

S hould not carry negative connotations (Nova/ car in spanish means

doesn't go)


6/57

S hould suggest something about product benefit

(friendly wash).

Should suggest product or service category (business

today)

S hould suggest 'high imagery' (Mercedes)


7/57

B rands when their very name connotes positive attributes,

benefits, company values, personality and users stays in

the buyer's mind building a ' BRA ND IDENTITY'.


8/57

BRAND BUILDING TOOLSPu

b lic Re lati on s &P

ress Re leases:

Public R elations is the marketing activity that raise the public's

consciousness about a product, service, individual or issue.

Spon sorsh ip :

Example1- Coco-Cola is a regular sponsor of Olympic games and so is Ford

A ustralia which sponsors the A ustralian Open Tennis Tournament.

Example2- MoneyGram International is the main sponsor for ICC World

Cup 2011 and also R eliance Communications, Hero Honda Motors Ltd,

Emirates etc.. are other sponsors.


9/57

BRAND BUILDING TOOLSF actor y Visit s:

Nissan in Tennessee U. S . offers weekly tours, open to the public, ... In

order to make the service factory work, manufacturing

and marketing personnel ..aware of their B rand.

Tr ad e Shows:

For example, food ingredients manufacturer Tate & Lyle used the 2007

Institute of Food Technologists (IFT) show to formally launch a new

range of P R OMITO R branded fiber ingredients.C lu bs: Ex S amClub of Walmart helps the firm to understand the

customer and also attracts customers to make purchases.


10/57

BRAND BUILDING TOOLSPublic facilities

Social cause marketing

Celebrity Endorsement

Telemarketing


11/57

LINE EXTENSION STRATEGIES

P roduct SizesBisleri1.1 ltr

Bisleri5 ltr

Bisleri1.5 ltr

Bisleri1.2 ltr

Bisleri.5 ltr


12/57

Colour

Etc.,P anteneP ink

P anteneBlack

P anteneWhite

Flavours

Ingredient

RasnaOrange

RasnaMango

Rasa Rose ,etc

C olgategel

C olgateHerbal

C olgateSalt etc.,


13/57

Form

VimLiquid

VimP owder

VimBar


14/57

EXAMPLES OF LINE EXTENSION


15/57

EXAMPLES OF LINE EXTENSION


16/57

BRAND EXTENSIONCompanies use the existing brand name tolaunch new product in other categories.


17/57

BRAND EXTENSION

Ponds - Cold cream, Toilet soap, S hampoo, Tooth paste,

Moisturizing lotion, Talc & Face wash.

LG Television, R efrigerators, Computer monitors,

Microwaves, A ir Conditioners, Washing Machines &

Mobile phones.

Park A venue S hirts, S having cream, Jeans, B elts,

Perfumes, S oap & R azor.


18/57

BRAND EXTENSIONy A Example of Brand Extensions is as follows:

NescafeCoffee

NescafeChocolate

NescafeBiscuits

NescafeMilk

Supplement


19/57

MULTI BRANDSCOMPANY NATURE BRANDS

T itan FMCG T itan Regular, Fast track,

T anishq.

T ata Tele Communication T ata Indicom, Tata Docomo

T ata Virgin

Proctor & Gambell FMCG Olay, Head & shoulders,

Rejoice, Gillette

L Oreal Cosmetic Garnier, Lancom, Posay

L'Oreal


20/57

Cannibalization is a phenomenon that results when anew product or services that steals business or market

share from one or more of its existing products &

services.

Example: Bajaj Chetak, Maruti 800, etc.


21/57

C O BRANDT wo or more brands are combined in an offer

Example: HP with Compaq laptop, Maruti Cars withCeat T yres, M TS with Micromax mobile.


22/57

PA CK AGINGT he art of designing & producing the Container for a

product.

Example: T ropicana fruit juice, Nandini Good life

Costly Perfumes etc.


23/57

LABELINGIdentifies Product

Describes the productPromotes Product


24/57

S ERV ICE SA ny act or performance that is essentially intangible & does

not result in ownership of anything. Its production may or may not be tied to a physical product.

TangibleIntangible


25/57

Ex- restaurants, when we compare services

with goods, not all products are pure goods,not all services are pure.


26/57

categoriesy Pure tangible good

y Tangible good with accompanying services

y Major service with accompanying minor goods &services

y Pure service


27/57

CH ARA CTE R IS TIC S

Intangibility:Cannot be seen, tested, felt, heard or smelled before they are

bought

INSE P ARAB IL ITY

y Provider is part of service


28/57

Physical product- S ervice Product

S ervices quality and consistency are subject to great variability

because they are delivered by people, and human behavior is difficult

to control

Factors such as time of day (people get tired), time of month or year ,

workload, experience, attitude and knowledge


29/57

S ervices can never be stored for future usage

(Theatre S eats ! ! , Missed Marketing Class ! ! ! )

Product marketers S ervice marketers

Perishability affects pricing and distribution most distinctly. If theservices are particularly time sensitive, demand-based pricing can be

instituted as with airline tickets, seasonal vacations, etc.,

Ever Heard ? S ERV ICE S INV ENTO R Y ! ! ! !


30/57

B rand name

Functionality

S tyling

Quality

S afety

Packaging

R epairs and S upport

Warranty

Accessories and services

The term "product" refers to tangible, physical products as wellas intangible, services.


31/57

Distribution channels

Market coverage

S pecific channel members

Inventory management

Warehousing

Distribution centersOrder processing

Transportation

R everse logistics

Place refers to the means by which a customer acquires product. Thisincludes the actual place it is purchased as well as the actual route of distribution


32/57

Exhibit 16-116-3

Strategy P lanning for Advertising

Target Market


33/57

PROMOTION

1.Promotion blend : Combination of all thepossible promotional ingredients in order to

accomplish the objectives.2. S alespeople

NumberS

electionT rainingIncentives

167


34/57

3 . Advertising

A dvertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services

Target A udience :Media types : TV , R adio, Newspaper, Internet,Magazine,

Types of ads :Copy thrust : what the words and illustration of an adshould communicate to users

168


35/57

35

5 . Publicity

Information that attracts attention to a company, product, person, or event.A 3rd party, usually from the media, is often employedto generate publicity

4 . S ales PromotionDesigns , arranges and distribution of novelties,

store signs, catalogs, and circulars Assists in the development of displays, salesdemonstrations, trade show.T hey also develop contests and prepare materials

for the training of their own salesmen or theircustomers' salesmen


36/57

PRICE 1.Flexibility : The proposition that prices adjust in the long run in

response to market shortages or surpluses.

2.Price level : A price level is a hypothetical measure of overall prices

for some set of goods and services, in a given region during a given

interval

3.Terms : the price that the buyer must pay

4.Differentiation : to create a benefit that customers perceive as being

of greater value to them than what they can get elsewhere ( U S P/ V alue

Proposition) 1693 6


37/57


38/57

PEOPLE

1.EmployeesR ecruiting

Training

Motivation

R ewards

Teamwork

2.Customers

Education/Training

170


39/57

Physica l Evidence of Hutch

PhysicalEvidence

BillsS imCards

Before andafter sale

documents


40/57

Physica l Evidence .y 1.Facility designy 2.Equipmenty 3 .S ignagey 4 .Employee dressy 5 .Other tangiblesy Reportsy Business cardsy S tatementsy Guarantees


41/57


42/57

Process of taking a postpaidconnection

y

G o to Hutch shop

C hoose a product say (postpaid connection)

P ay the appropriate fees

Take the respective product like ( sim card in this case )

A vail the facility

G ive the feedback


43/57

Processy 1.Flow of activities

S tandardized

Customizedy 2.Number of steps

S impleComplex

y 3 . Customer involvement


44/57

Services Triang ley Company y Providersy Customersy External Marketing -making promisesy Interactive Marketing keeping promisesy Internal Marketing enabling promises


45/57

MANAGING DEMAND & CAPACITY

y Excess demand

y Demand exceeds optimum capacity

y Demand & supply are balanced at optimum capacity

y Excess capacity


46/57

Strategies in Matching Demandand Capacity:

Vary the Service Offering :

One approach is to change the nature of the service offering,depending on the season of the year, day of the week, or timeof day.

Example, Whistler Mountain, a ski resort in V ancouver,

Canada, offers its facilities for executive development andtraining programs during the summer when snow skiing isnot possible


47/57

Conty Care should be exercised in implementing strategies to

change the service offering, because such changes mayeasily imply and require alterations in other marketingmix variablessuch as promotion, pricing, andstaffingto match the new offering.


48/57

Communicate with Customers

y A nother approach for shifting demand is to communicate

with customers, letting them know the times of peak demand so they can choose to use the service at alternativetimes and avoid crowding


49/57

Cont

y Research in a bank context found that customers who were forewarned about the bank s busiest hours were more satisfied even when they had to wait than

were customers who were not forewarned.

y In addition to signage communicating peak demandtimes to customers, advertising and other forms of promotion can emphasize different service benefitsduring peak and slow periods. Advertising and salesmessages can also remind customers about peak

demand times.


50/57


51/57

DIFFERENTIATE ON PRI C E y Hotels discount prices during the off season to

utilize idle capacity & tackle slow demand.

y Only problem is that customers may expect

similar deals even during peak season!


52/57

MANAGING WITH LIMITEDRESOUR C ES

y S tretch existing capacity.

y A lign capacity with demand fluctuations.


53/57

P rimary Service P ackage : What customer expects

Secondary service P ackage:What provider can add


54/57

EXAMPLE Airlines include movies, merchandise for sale airto ground telephone service etc.

Hotels offer state of the art fully equipped businesscenters.


55/57

FASTER & BETTER DELIVERY y Reliability y Resilience : Better handling of emergencies, Product

recall, inquiriesy Innovativeness : Better MI S , Bar coding


56/57


57/57

mmmmm ppt.pptx final

Documents