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Presented By :- Aishwarya.N Prasant Shukla Kritika Agarwal Srikanta Patro Swapnil Gupta

Final PPT Ka.vita Ma'Am

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Type of brand

Presented By :- Aishwarya.N Prasant Shukla Kritika Agarwal Srikanta Patro Swapnil Gupta Ruchi TiwariBRANDA name, term, sign, symbol ,or design or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.

Types of BrandsProduct BrandsService BrandsCorporate BrandsPeople Brands or Celebrity BrandsSymbolic Brands Functional BrandsEntertainment Brands

Types of BrandsEvent BrandsCyber Brands or E-BrandsPrivate BrandsIndividual BrandPlaces as Brands Charity organizations as BrandsRetail BrandsGeneric BrandsIconic Brands

Coca Cola is a Iconic Brand

Brand Associations Thanda Matlab Coca Open HappinessRedAamir KhanRefreshing Family Olympic Games Football ( FIFA )McDonaldsAffordablePartiesDominos

Brand Association MapAffordableOlympic Games Thanda Matlab Coca ColaRedOpen HappinessRefreshingAamir KhanMcDonaldsPartiesFamilyFIFADominos

Brand IdentityBrand identity is a unique set of brand associations that the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise to customers from the organization members.

Brand Identity SystemA brands identity can be viewed from four perspectives:Brand as productBrand as organizationBrand as personBrand as symbol

Brand Identity SystemBrand As ProductProduct Class AssociationProduct Attributes

Quality ValueUsesUsersCountry Of Origin

ContProduct Class Association : soft drink, energy drink, juices, water.

Product Attributes : 2 Types. 1. Points of Parity- thirstiness, non-alcoholic drink, sweet, citrusy flavor ; Ready to use; Hygiene; Good Packaging; Good Taste; Value for money; Emphasis on quality control.2. Points-of-Differentiation- Easily connectable brand elements; Adverts reflects current affairs; The pioneer brand-first to enter dairy products; Product mix includes both premium and low priced products; Presence Internationally; Innovation and attractive products; E-initiatives; Largest brand in India and largest pounced Milk Producer in the world.

Values : open happiness, thanda matlab coca colaUser : youth,

Uses : party, celebration, marriage, Country Of Origin : USA

Brand As OrganizationIt Focuses upon the attributes of the organization rather than those of the product or service. It cannot be copied by the competitors . It has the advantage of lending credibility for the product being launched.

Innovation ; Consumer Concern; trustworthiness; Quality.

Brand As PersonFamily orientedCheerfulFriendlySpiritedCoolExcitingCompetenceSuccessfulLeader

Brand As Symbol Visual Imagery And Metaphors :- It has high brand recognition and recall rate

Colour & BrandingRed is the color of power and passion. It is also linked to excitement, energy, and physical courage.

Logo story

Kapferer Brand Identity Prism

Positioning criteriaTarget Customers Coca cola tries to satisfy the needs of whole line of different people. They have drinks that target different age group, ethnic group , lifestyle etc.Nature of competition- It has strong competition with Pepsi co. and RC .

Points of parity

Refreshment, Huge Americans Historical Brands, Symbols , contemporary.Points of difference

Joy,Family,Moments,Happiness,American DreamSweeter Taste, Young Target, Adventure, Fun.

Product PlacementIt is promotional tactic used by marketers in which a real commercial product is used in fictional or non- fictional media and the presentation of product is a result of an economic exchange.There are 2 types of Product Placement:-Virtual Product Placement- Image of product is first digitally inserted.Reverse Product Placement - Launching product first virtually and then launching it in real world store.

Virtual Product Placement

Reverse Product Placement

Brand ExtensionBrand Extensionis the use of an established brand name in new product categories. This new category to which the brand is extended can be related or unrelated to the existing product categories. A renowned/successful brand helps an organization to launch products in new categories more easily. For instance, Nikes brand core product is shoes. But it is now extended to sunglasses, soccer balls, basketballs, and golf equipment.

ContCoca cola 1886Cafferine Free Coca cola 1983Coca Cola cherry 1985New Coke/Coca Cola 2 1985Coca Cola (Lemon) 2001Coca Cola (Vanilla) 2002,2007,2013Coca Cola (Lime) 2005Coca Cola (Raspberry) 2005Coca Cola (Cherry Vanila) 2006CoCa Cola (Blak) - 2006

ContCoca Cola (Citra) 2006Coca Cola (Orange) 2007Coca Cola (Life) - 2013

Product Failure

A product is a failure when its presence in the market leads to :The withdrawal of the product from the market for any reasonThe inability of a product to realize the required market share to sustain its presence in the marketThe inability of a product to achieve the anticipated life cycle as defined by the organization due to any reason The ultimate failure of a product to achieve profitability The launch of new coke turned out to be a nightmare for coca-cola New coke lasted only 79days and went down in history as one of Americas greatest marketing failures

Failure of market researchBefore coca-cola launched new coke they had invested US$4,000,000 in market research and undertook 200,000 blind taste tests. In all these blind (unbranded) taste tests the new coke outperformed both pepsi and existing coke

These blind taste tests were the basis of the launch of new coke in 1985

Coca-Karla: Lagerfeld Dresses Coca-Cola

Online branding of Coca-Cola

FacebookOne of the most iconic brands in history, Coca-Cola has amassed one of the largest social media communities in the world. At the time of writing Coca-Cola has over 59 million Facebook Fans and 125 million YouTube views. Inthe listof most popular Facebook Brand Pages, Coca-Cola is now headed only by YouTube and Facebook itself and leads a very illustrious top 10 including Disney, Red Bull and Starbucks.

TwitterTweets almost solely focus on sharing happiness. Literally encouraging people to be happy in the moment and pass it on. Coke has over 125 million YouTube views. Clearly more powerful that Twitter but much of the content carrys a similar easily digestable fun message with some advertisments mixed in.

The polar bearsIts going to be called theCoca ColaJourney, an online magazine. Its the new and Bolden strategy for the software giants brand new website.

https://www.youtube.com/watch?v=CvtEmcpl0ZI

https://www.youtube.com/watch?v=6iobhWbLCnw

https://www.youtube.com/watch?v=kbYSUS7o3pE

Thank You