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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
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Name gives a thing a recognition..
The art of marketing is largely the art of brand building
BRAND NAME
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CORPORATE NAME COMBINED WITH INDIVIDUALPRODUCT NAMES
Kellogg
Dabur
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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)
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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)
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S hould suggest something about product benefit
(friendly wash).
Should suggest product or service category (business
today)
S hould suggest 'high imagery' (Mercedes)
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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'.
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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.
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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.
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BRAND BUILDING TOOLSPublic facilities
Social cause marketing
Celebrity Endorsement
Telemarketing
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LINE EXTENSION STRATEGIES
P roduct SizesBisleri1.1 ltr
Bisleri5 ltr
Bisleri1.5 ltr
Bisleri1.2 ltr
Bisleri.5 ltr
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Colour
Etc.,P anteneP ink
P anteneBlack
P anteneWhite
Flavours
Ingredient
RasnaOrange
RasnaMango
Rasa Rose ,etc
C olgategel
C olgateHerbal
C olgateSalt etc.,
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Form
VimLiquid
VimP owder
VimBar
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EXAMPLES OF LINE EXTENSION
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EXAMPLES OF LINE EXTENSION
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BRAND EXTENSIONCompanies use the existing brand name tolaunch new product in other categories.
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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.
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BRAND EXTENSIONy A Example of Brand Extensions is as follows:
NescafeCoffee
NescafeChocolate
NescafeBiscuits
NescafeMilk
Supplement
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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
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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.
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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.
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PA CK AGINGT he art of designing & producing the Container for a
product.
Example: T ropicana fruit juice, Nandini Good life
Costly Perfumes etc.
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LABELINGIdentifies Product
Describes the productPromotes Product
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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
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Ex- restaurants, when we compare services
with goods, not all products are pure goods,not all services are pure.
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categoriesy Pure tangible good
y Tangible good with accompanying services
y Major service with accompanying minor goods &services
y Pure service
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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
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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
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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 ! ! ! !
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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.
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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
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Exhibit 16-116-3
Strategy P lanning for Advertising
Target Market
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PROMOTION
1.Promotion blend : Combination of all thepossible promotional ingredients in order to
accomplish the objectives.2. S alespeople
NumberS
electionT rainingIncentives
167
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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
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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
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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
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PEOPLE
1.EmployeesR ecruiting
Training
Motivation
R ewards
Teamwork
2.Customers
Education/Training
170
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Physica l Evidence of Hutch
PhysicalEvidence
BillsS imCards
Before andafter sale
documents
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Physica l Evidence .y 1.Facility designy 2.Equipmenty 3 .S ignagey 4 .Employee dressy 5 .Other tangiblesy Reportsy Business cardsy S tatementsy Guarantees
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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
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Processy 1.Flow of activities
S tandardized
Customizedy 2.Number of steps
S impleComplex
y 3 . Customer involvement
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Services Triang ley Company y Providersy Customersy External Marketing -making promisesy Interactive Marketing keeping promisesy Internal Marketing enabling promises
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MANAGING DEMAND & CAPACITY
y Excess demand
y Demand exceeds optimum capacity
y Demand & supply are balanced at optimum capacity
y Excess capacity
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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
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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.
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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
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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.
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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!
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MANAGING WITH LIMITEDRESOUR C ES
y S tretch existing capacity.
y A lign capacity with demand fluctuations.
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P rimary Service P ackage : What customer expects
Secondary service P ackage:What provider can add
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EXAMPLE Airlines include movies, merchandise for sale airto ground telephone service etc.
Hotels offer state of the art fully equipped businesscenters.
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FASTER & BETTER DELIVERY y Reliability y Resilience : Better handling of emergencies, Product
recall, inquiriesy Innovativeness : Better MI S , Bar coding
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