Ppt on Brnd Mgmt2.

8/8/2019 Ppt on Brnd Mgmt2.

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1. The rapid expansion of the Internet has brought the need forpersonalized marketing into sharp

2. Many maintain that the new economy celebrates the

power of the individual consumer.

3. The worry for big brand owners is to fragment of brands aspeople try to express their individuality by moving away fromthe mass market.

4. Personalization, marketers are embracing concepts such asexperiential marketing, one-to-one marketing, and permission

marketing

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Personalization, marketers are

embracing concepts such as

1.Experiential marketing

2.One-to-one marketing3. Permission marketing

4.Relationship marketing

5.Guerrilla marketing6.Viral marketing

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1. It helps to promote a product by not only

communicating a products features and benefits but

also connecting it with unique and interestingexperiences.

2. Experiential marketing is the idea is not to sellsomething, but to demonstrate how a brand canenrich a customers life.

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Don Peppers and Martha Rogers have popularizedthe concept of one to-one marketing.

Basic strategies:-

1.Providing information to marketers;

2.Generating experiences for consumers.

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5. Respond to consumer dialogue via interactivity theconsumer talks to us.

6. Customize products and services we make something

unique for him or her.

4. Focus on individual consumers through consumer

databases we single out

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Permission marketing is an approach to selling goods and

services in which a prospect explicitly agrees in advanceto receive marketing informationEx- . Opt-in e-mail

It aims to:-

*create an audience with a high interest level.

*sending certain types of marketing information (only tothose who have specifically requested it).

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2.Promotional and selling activities aimed at developing

and managing trusting and long-term relationships withlarger customers.

1.It is a form of marketing development from directresponse. It also emphasizes customer retention andsatisfaction, rather than a dominant focus on salestransactions.

As a practice, Relationship Marketing differs from other formsof marketing.

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1.Mass Customization: The concept behind masscustomization, namely, making products to fit thecustomers exact specifications ,by using latest

technologies.

2.After marketing: The growing importance ofafter marketing, that is, those marketing activities

that occur after customer purchase. For example,employing video, CD-ROM

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3.Loyalty programs: loyalty or frequencyprograms have become one popular means

by which marketers can create stronger ties

to customers.

The purpose of frequency marketing has

been defined as identifying, maintaining,and increasing the yield form a firms bestcustomers through long-term, interactive.

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1.Gives away products or services

2.Provides for effortless transfer to others

It is a pre-existing social network for initial targets whichincreases brand awareness & also to achieve othermarketing objectives.

Elements :-

e.g. email, chain letters, funny video clips, chat rooms,forums & blogs in my space etc.

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3.Scales easily from small to very large

4.Exploits common motivations and behaviors

5.Utilizes existing communication networks

6.Takes advantage of others' resources

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Grassroots marketing - tap into collectiveefforts of brand enthusiasts.

Buzz marketing - word of mouth, seeding chat& Fan sites & News groups.

Tissue-packmarketing.

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1.The product itself is at the heart of brand equity because itis the primary influence on what consumers experience witha brand

2. What they hear about a brand from others, and what thefirm can tell customers about the brand in theircommunications.

3. In other words, at the heart of a great brand is invariably

a great product.

4.Designing and delivering a product or service that fullysatisfies consumer needs and wants is a prerequisite for

successfull marketing.

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1.It has been defined as customers perception of theoverall quality or superiority of a product or service relativeto relevant alternatives and with respect to its intended

purpose.

2.Thus perceived quality is a global assessment

based on customer perceptions of what constitutesa quality product and how well the brand rate onthose dimensions.

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This strategy defines that how one brand protect its main

brand by introducing another new brand

*It acts as a fighter brand to compete with the low priced

competitors

*They can keep up the sales and also can keep the brandequity of the existing premium priced brand.

Ex-levis introduced Denizen which is low in price, as toattract normal customers.

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Price is the one revenue-generating element of thetraditional marketing mix, and price

*Premiums creating Brand awareness

*Pricing strategy builds brand equity:-

a. An approach for current prices

b. A policy for duration of promotions and discounts

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The term used to describe the method that controls the flowof goods and services from the manufacturer to the end-user.

*Impact on selling product & distribution for a successfulbrand.

OR

Decision taken about the allocation of roles within

a channel of distribution, and the way in whichthe channel is formally or informally managed andadministered.

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A marketing channel where intermediariessuch as wholesalers and retailers are usedto sell a product, as opposed to using

a direct sales force.

Although indirect channels can consist ofa number of different types of

intermediaries, this discussion concentrateson retailers.

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Distribution channel in whicha producer supplies or serves directly toan ultimate user or consumer

without any middleman ..Ex-Agent, Distributor, Wholesaler, Retailer

ORA marketing channel where aproducer and ultimate consumer

interact directly with one another. 24


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MANUFACTURER DISTRIBUTER RETAILER

MAJOR CHAIN

Eg;wal mart

FACTORY

OUTLET

DIRECT

MARKETING

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T h a n k y o u

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