saks branding

Download SAKs Branding

Post on 31-May-2018

218 views

Category:

Documents

0 download

Embed Size (px)

TRANSCRIPT

  • 8/14/2019 SAKs Branding

    1/48

    New ChapterNew Chapter

    Product andProduct and

    Branding StrategyBranding Strategy

    PowerPoint by : Prof Sameer KulkarniPowerPoint by : Prof Sameer Kulkarni

  • 8/14/2019 SAKs Branding

    2/48

    ObjectivesObjectives

    Identify the various characteristics ofproducts.

    Learn how companies build and manageproduct lines and mixes.

    Understand how companies make better

    brand decisions. Comprehend how packaging and

    labeling can be used as marketing tools.

  • 8/14/2019 SAKs Branding

    3/48

    What is a Product?What is a Product?

    Goods

    Services

    Experiences

    Events

    Persons

    Places

    Properties

    Organizations

    Information

    Ideas

  • 8/14/2019 SAKs Branding

    4/48

    The Product and ProductThe Product and Product

    MixMix

    Potential customers judge product

    offerings according to three

    elements:

    Product features and quality

    Services mix and quality Value-based prices

  • 8/14/2019 SAKs Branding

    5/48

    The Product and ProductThe Product and Product

    MixMix

    The customer value hierarchy:

    Core benefit

    Basic product

    Expected product

    Augmented product Potential product

  • 8/14/2019 SAKs Branding

    6/48

    The Product and ProductThe Product and Product

    MixMix

    Product

    Classifications

    Durability and

    tangibility

    Consumer goods

    Industrial goods

    Nondurable

    Tangible

    Rapidly consumed

    Example: Milk

    Durable

    Tangible

    Lasts a long time

    Example: Oven Services

    Intangible

    Example: Tax preparation

  • 8/14/2019 SAKs Branding

    7/48

    The Product and ProductThe Product and Product

    MixMix

    Product

    Classifications

    Durability and

    tangibility

    Consumer goods

    Industrial goods

    Classified by

    shopping habits:

    Convenience

    goods

    Shopping goods

    Specialty goods Unsought goods

  • 8/14/2019 SAKs Branding

    8/48

    The Product and ProductThe Product and Product

    MixMix

    Product

    Classifications

    Durability and

    tangibility

    Consumer goods

    Industrial goods

    Materials and parts

    Farm products

    Natural products

    Component materials Component parts

    Capital items

    Installations

    Equipment

    Supplies and businessservices

    Maintenance and repair

    Advisory services

  • 8/14/2019 SAKs Branding

    9/48

    The Product and ProductThe Product and Product

    MixMix

    Product mix dimensions:

    Width: number of product lines Length: total number of items in mix

    Depth: number of product variants

    Consistency: degree to whichproduct lines are related

  • 8/14/2019 SAKs Branding

    10/48

    Brand-building AdvertisingBrand-building Advertising

    Brand: Amul

    As per Aakers model

    AndAs per Kapferers prism

  • 8/14/2019 SAKs Branding

    11/48

    AMUL : Aakers ModelAMUL : Aakers Model

    Extended

    Available

    Food

    Brand

    Essence:

    Core

    Value Taste

    IndianQuality

    Pride

    Variety

    Milk

  • 8/14/2019 SAKs Branding

    12/48

    AMUL: Aakers ModelAMUL: Aakers Model

  • 8/14/2019 SAKs Branding

    13/48

    Brand-building: The StepsBrand-building: The Steps

    Determine the current image with consumers

    Define the desired image

    Identify focus areas for action

    Product development/innovationPackaging/delivery systemsAdvertising/promotions

    Implement action plan witha monitoring programme

    Feedback to action plan

  • 8/14/2019 SAKs Branding

    14/48

    Physique :

    Taste, QualityPersonality :

    Simple, Indian

    Self-Image :

    Proud Indian, Fun lovingReflection :

    Value Oriented

    Culture :

    Co-operative, Sharing

    Relationship :

    Sociable

    AMUL : Kapferers PrismAMUL : Kapferers Prism

    AMUL

  • 8/14/2019 SAKs Branding

    15/48

    Product-Line DecisionsProduct-Line Decisions

    Product-Line Analysis

    Product-Line Length

    Product-Line Modernization,

    Featuring, and Pruning

  • 8/14/2019 SAKs Branding

    16/48

    Brand DecisionsBrand Decisions

    The AMA definition of a brand:

    A name, term, sign, symbol, ordesign, or a combination of these,

    intended to identify the goods or

    services of one seller or group of

    sellers and to differentiate them

    from the competition.

  • 8/14/2019 SAKs Branding

    17/48

    Brand DecisionsBrand Decisions

    Brands can convey six levels of

    meaning:

    Attributes

    Benefits

    Values

    Culture

    Personality

    User

  • 8/14/2019 SAKs Branding

    18/48

    Brand DecisionsBrand Decisions

    Brand identity decisions include:

    Name

    Logo Colors

    Tagline

    Symbol Consumerexperiences create brand

    bonding, brand advertising does not.

  • 8/14/2019 SAKs Branding

    19/48

    Brand DecisionsBrand Decisions

    Marketers should attempt to create or

    facilitate awareness, acceptability,

    preference, and loyaltyamongconsumers.

    Valuable and powerful brands enjoy

    high levels of brand loyalty.

  • 8/14/2019 SAKs Branding

    20/48

    Brand DecisionsBrand Decisions

    Aaker identified five levels of

    customer attitudes toward brands:

    Will change brands, especially for price.

    No brand loyalty.

    Satisfied -- has no reason to change.

    Satisfied -- switching would incur costs. Values brand, sees it as a friend.

    Devoted to the brand.

  • 8/14/2019 SAKs Branding

    21/48

    Brand DecisionsBrand Decisions

    Brand equityrefers to the positive

    differential effect that a brand name

    has on customers.

    Brand equity:

    is related to many factors.

    allows for reduced marketing costs.

    is a major contributor to customer equity.

  • 8/14/2019 SAKs Branding

    22/48

    Brand DecisionsBrand Decisions

    Key Challenges

    To brand or not

    Brand sponsor

    Brand name

    Brand strategy

    Brand repositioning

    Advantages ofbranding:

    Facilitates orderprocessing

    Trademark protection

    Aids in segmentation

    Enhances corporateimage

    Branded goods aredesired by retailersand distributors

  • 8/14/2019 SAKs Branding

    23/48

    Brand DecisionsBrand Decisions

    Key Challenges

    To brand or not

    Brand sponsor

    Brand name

    Brand strategy

    Brand repositioning

    Options include:

    Manufacturer

    (national) brand Distributor

    (reseller, store,house, private)

    brand Licensing the

    brand name

  • 8/14/2019 SAKs Branding

    24/48

    Brand DecisionsBrand Decisions

    Key Challenges

    To brand or not

    Brand sponsor

    Brand name

    Brand strategy

    Brand repositioning

    Strong brand names:

    Suggest benefits

    Suggest productqualities

    Are easy to say,recognize, andremember

    Are distinctive Should not carry poor

    meanings in otherlanguages

  • 8/14/2019 SAKs Branding

    25/48

    Brand DecisionsBrand Decisions

    Key Challenges

    To brand or not

    Brand sponsor

    Brand name

    Brand strategy

    Brand repositioning

    Varies by type of brand

    Functional brands

    Image brands

    Experiential brands

    Line extensions

    Brand extensions

    Multibrands

    New brands

    Co-branding

  • 8/14/2019 SAKs Branding

    26/48

    Brand DecisionsBrand Decisions

    Key Challenges

    To brand or not

    Brand sponsor

    Brand name

    Brand strategy

    Brand repositioning

    A brand report cardcan be used to audita brands strengthsand weaknesses.

    Changes inpreferences or the

    presence of a newcompetitor mayindicate a need forbrand repositioning.

  • 8/14/2019 SAKs Branding

    27/48

    Packaging and LabelingPackaging and Labeling

    Packaging includes:

    The primary package

    The secondary package

    The shipping package

    Many factors have influenced theincreased use of packaging as amarketing tool.

  • 8/14/2019 SAKs Branding

    28/48

    Packaging and LabelingPackaging and Labeling

    Developing an effective package:

    Determine the packaging concept

    Determine key package elements

    Testing:

    Engineering tests

    Visual testsDealer tests

    Consumer tests

  • 8/14/2019 SAKs Branding

    29/48

    Packaging and LabelingPackaging and Labeling

    Labeling functions:

    Identifies the product or brand

    May identify product grade

    May describe the product

    May promote the product

    Legal restrictions impactpackaging for many products.

  • 8/14/2019 SAKs Branding

    30/48

    Objective of advertisingObjective of advertising

    Build the business today and build

    brand value overtime

    All advertising has to pass

    through this objective test

    How does Advertising buildHow does Advertising build

  • 8/14/2019 SAKs Branding

    31/48

    How does Advertising buildHow does Advertising buildBrands?Brands?

    Building brand salience

    Unaidedawareness - aidedawareness

    Building brand appeal

    Int