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Mina Maged
Mina Maged
Brands- An identifiable product augmented & the buyer
perceives unique, added values.
-Nescafe & Misr cafe
-Brand personality =
Design , colour, typography,….etc
Mina Maged
Brand Values
-Quality -Innovation -Value for money -Fun -A sense of challenge
Your input
VolvoIBMArmy supermarket
Mina Maged
Brand Loyalty-Reduce brand switching
-Brand recognition vs Brand preference
BMW vs Mercedes
Mina Maged
Brand Strategies 1.Coprparte branding :Heinz or Montana Pros: Creating a strong image& creating economies of scale in cost
of promotion Cons: The failure of any individual product affect the reputation of
the others.2. Multi-branding : Neslte & Dolce (premium & discount brands) Pros: Building barrier against competitors Cons : Each brand requiring a separate budget .
3.Range brand : Nokia N series , the family 4.Private brand Carrefour bread !!! Pros: economic products. Cons : Direct contact !!
Mina Maged
Brand Threats• Competition
• Brand names (misuse or copying of brand names).
Kleenex vs Nescafe
• Copyright (trademarks, designs and logos)
Mina Maged
Tips on Branding• Make quality a priority
• Offer superior service
• Get there first
• Differentiate your brands
• Deliver consistency.
Mina Maged
Tips on Branding• Can be recognized quickly.
• It also allows premium prices.
• It is perceived of low risk products.
• It creates a loyalty to the product.
• You expect the same quality everywhere (Sheraton)
• Could be international
• Protect against generics
Mina Maged
-Coca –Cola brand is valued at $ 69 billion
-IBM brand at $ 53 billion
-Kodak brand at $ 12 billion
Brand equity
Mina Maged
The World’s 25Most Valuable Brands
Mina Maged
Product Management
1. Depth: How many products in a line
2.Breadth : How many lines in a mix.
**Apply on Mitsubishi /P&G..
Mina Maged
Product Mix Decisions
Procter & Gamble's Product Mix
Baby Care Beauty Care Fabric & HomeCare
Food &Beverage
Crest TartarProtection
Crest CavityProtection
Crest Multicare
Six Toothpastes in Line
Health Care
Width – number of different product lines
Depth – number of versions offered of each product in line
Mina Maged
Implementation ,The corner stone
“The real strategic problem in marketing is not strategy ,it is managing the
implementation &change” Piercy 2002
Mina Maged
Key Strategic Implementation factors
1-Leadership2-Strategy3-Culture4- Structure5-Resources6-Skills7-Systems8-Controls
Mina Maged
Situational Leadership Model
Participating Delegating
Telling
Follower Motivation
Fo
llow
er A
bili
ty
Low High
Low
High
Selling
Supportive leader behavior
Directive leader behavior
Adapted from Exhibit 11.3: Hersey and Blanchard: Situational Leadership Model
Mina Maged
Implementation barriers1. Weak support from the chief executive and top management2. Lack of a plan for planning3. Lack of line management support4. Confusion over planning terms5. Numbers in place of written objectives and strategies6. Too much detail, too far ahead7. Once-a-year ritual8. Separation of operational planning from strategic planning9. Delegation to a planner10. Failure to integrate marketing planning into total planning
Mina Maged
Monitoring & Control
What you can not measure it ,
It will not happen
Mina Maged
Key elements of monitoring 1-Objective setting
2- Setting performance standards
3- Monitoring and evaluation of performance
4 -Reaction - Taking corrective action
Mina Maged
Benchmarking- Measuring and comparing an organization's
business processes and achievements against acknowledged process leaders
Mina Maged
Examples of Marketing metrics
Mina Maged
Examples of Marketing metrics
Mina Maged
Examples of Marketing metrics
Mina Maged
Examples of Marketing metrics
Mina Maged
Examples of Marketing metrics
Mina Maged
Balanced Score Cards
Mina Maged
Forecasting
Mina Maged
Introduction• Pure scientific approach vs experience
• Most challenging for business
• Forecasting market size .growth ,demand ,adoption rates ,competitors performance
Mina Maged
Forecasting methods• Judgmental :
DELPHI & Sales force composite
• Time series forecasting:
• Causal Forecasting:
Correlation ®ression
Mina Maged
Important Tip
Confirm your forecast by using different methods
Mina Maged
Others Practical ways to forecast
• By Market trend
• By users behavior
• By competitors performance
• By similar market simulation