brand-management ppt

1. Brand management

2. Reach toothpaste When the tail wags the Dog

3. Removes up to 52% more plaque than Glide® Original Mint™1 High impact icy mint flavor Provides a just-brushed feeling No messy toothpaste residue Available in 5-yard trial sizes REACH® CLEANPASTE™

4. Clinically proven to clean 61% more plaque than Glide® Original Mint™ and up to 54% more plaque than Oral-B® SATINfloss®1 Intense flavor ICY PEPPERMINT™, BERRY MINT™, Cinnamon flavor Available in 5-yard trial sizes, 200-yard refill REACH® CLEAN BURST™

5. Recommended especially for non-flossing patients Snap-on disposable heads Elongated handle effortlessly reaches back teeth Fits in any toothbrush holder as a daily reminder Comes with replacement heads Available in 1-count handle + head REACH® ACCESS® FLOSSER

6. Has earned the ADA Seal of Acceptance Slides easily between tight teeth Available in mint waxed and unflavored waxed Shred-resistant REACH® EASY SLIDE® Floss

7. SushilMenin – Sales agent Bhailal – A Retailer Radha – Marketing manager AdilMistri – Sales agent Characters

8. Retail mafia Loss of brand power Retailer as the decision maker Brand differentiation Aggressive push in the market No profits Small manufacturers being eaten out. Promotion cost Problems

9. Toothpaste Segmentation Four main segments Sensory segment Flavor and product appearance Sociable's Brightness of teeth Worriers Decay Prevention Independent Low Price Flavor, Brightness Decay Prevention

10. Huge incentives Aggressive push strategy Limited shelf space Offers and promotional schemes Loss of product differentiation Depletion of brand power Retailer’s Vantage

11. Retailer – The Differentiator

12. Brand Differentiation

13. Various products in the same segment. Market leader Image Brand personality Pull and not push Why?

14. Push and Pull Diaries

15. In case of using a pull strategy, marketing efforts are directed at the ultimate consumer and consumer promotions such as consumer contests and sweepstakes, rebates, coupons, free samples, consumer premiums, etc are used. If this strategy is also chosen to include advertising, then, there are large advertising expenditures. Pull Strategy

16. The product demand as high. It is possible to differentiate the product on the basis of real or emotional features. Brand consumers show high degree of involvement in the product purchase, There is reasonably high brand loyalty and Consumers make brand choice decision before they go to the store. Ideal Pull

17. Advertising Or Product Promotion

18. Advertising or Promotion By using a variety of persuasive appeals, it offers reasons to buy a product or service. Eg: Good Network, Promises and Delivers Appeals are emotional or functional in nature. Eg: the current ad of “Wherever you go, our network follows” Time-frame is long term. Besides giving reasons in the form of different appeals, they offer incentive to the consumers to buy the product or service now. Eg.For new users, 1HUTCH no is given free for 1 month & sms is free for 3 months. Appeals are rational It justifies whatever it says. Time frame is short term.

19. The primary objective is to create an enduring brand image Indirect and subtle approach towards persuading customers to buy a product or service. To get sales quickly or to induce trial Direct in approach to induce consumers to buy a product or service immediately by temporarily changing the existing price-value relationship of the product or service.

20. A toothpaste Psychological satisfaction Change in brand Subjective catch for different ages. What customers want?

21. Recommendations

22. Fighting Back

23. Brand clutter Promotional differentiation. Packaging differentiation Price differentiation Content differentiation Advertising differentiation Principle of differentiation

24. Based on advantages of efficiency & economy, desirable to create associations that are relevant to as many brands as possible. Reach and its advantages Reach as an emotion Principle of relevance

25. Based on need to provide right amount of information to consumers. Low customer involvement. Why reach is better? A catch line. Principle of simplicity

26. Customer loyalty

27. Resonance Model Brand resonance is characterized by strong connections between the consumer and the brand. Brands with strong resonance benefit from increased customer loyalty and decreased vulnerability to competitive marketing actions. The challenge for the brand is to ensure that the customer has the right experiences to create the right brand knowledge.

28. Subdimensions of brand building model Loyalty Attachment Community Engagement Quality Warmth,Fun Credibility Excitement Consideration Security Superiority Social approval, Self-respect Primary charateristics & User profiles Secondary features Purchase & usage situations Product reliability Personality & values Durability & servicability History, heritage Service effectiveness & Experiences Efficiency & empathy Style & design, Price Category identification Need satisfied Resonance Judgment Feelings Performance Imagery Salience

29. loyalty Whiteness redefined Quality mark and holograms Long lasting and various flavors More than 20 years of trust Family toothpaste

30. Industry standards Earn and let earn policy Talking to the retailers Other Considerations

31. conclusion

32. AnuragHuria KeshavGoel NavdeepKhurana SheebaAgha Thank You