Brand management- answering questions

1. CHAP 5: DESIGNING MARKETING
PROGRAMS TO BUILD BRAND EQUITY
 Members in the New day’s group:
1. Trần Huệ Linh
2. Nguyễn Ngọc Phát
3. Phan Thế Bảo

2. 1. Have you had any experience with a brand that has
done a great job with relationship marketing, permission
marketing, experiential marketing, or one-to-one
marketing? What did the brand do? Why was it
effective? Could others learn from that?

3. Relationship marketing attempts to
provide a more holistic, personalized
brand experience to create stronger
consumer ties
Relationship Marketing

4. - The car’s smell helps them
entice customers.
- Scents can retain
customers longer.
- Scents that are appropriate
or consistent with a
product can influence
brand evaluations and
judgments.
 In business, the aroma can be a positive impact to
the customers and retain the customers longer

5. The practice of marketing to
consumers only after
gaining their express
permission.
Permission Marketing

7.  Online retailer Amazon uses database software to
track its customers’ purchase habits and send them
personalized marketing messages.
 Customers can receive more detailed information after
each purchase. Amazon also sends periodic e-mails to
customers informing them of new products, special
offers, and sales.
 Marketers must recognize that consumers may need
to be given guidance and assistance in forming and
conveying their preferences.

8.  “Experiential marketing: promotes a product by
communicating a product’s features and benefits and
connecting it with unique and interesting consumer
experiences.” (Pine and Gilmore)
 “Experiential marketing is usually broadly defined as any form
of customer-focused marketing activity, at various touch points,
that creates a sensory-emotional connection to customers.”
(Bernd Schmitt)
Experiential Marketing

9. Sense marketing
Feel marketing
Think marketing
Art marketing
Relate marketing

11. - Victoria’s Secret has been praised for its success in
creating an experiential brand.
- Every year Victoria's Secret are upgrade instruction,
the idea of staging of performances, as well as
contributing to the project called on the community to
protect the environment
 We have to know how the event organize as well as
the choice of representative images to be able to attract
customers

12. One-to-one Marketing
- Consumers help add
value by providing
information to
marketers.
- Marketers add value by
taking that information
and generating
rewarding experiences
for consumers.

13. - Create the Club- card
program
- Members receive a
variety of purchase
benefits across a wide
range of products and
services beyond what is
sold in their stores.
 We offer targeted
promotions, and improve
marketing efficiency in our
company

14. 2. THINK ABOUT THE PRODUCTS YOU OWN. ACCESS
THEIR PRODUCT DESIGN. CRITIQUE THEIR AFTER
MARKETING EFFORTS. ARE YOU AWARE OF ALL
THE PRODUCTS’ CAPABILITIES? IDENTIFY A
PRODUCT WHOSE BENEFITS YOU FEEL YOU ARE
NOT FULLY CAPITALIZING ON. HOW MIGHT YOU
SUGGEST IMPROVEMENTS?

15. THE #KYLIECOSMETICS LIP KIT
- The packaging is
instantly recognizable.
- Lip Kit boxes and Lip Kit
tubes feature a cool
design with lips full of
lipstick

16. .
Any products delivered
from Kylie Cosmetics are
shipped in black and white
cardboard boxes with
dripping black lip gloss,
and they’ve become a fan
favorite.

17. CRITIQUE THEIR AFTER MARKETING
EFFORTS
Base on the Kardashian ’s family - famous for the reality TV
show “ Keeping up with Kardashian ”

18. CRITIQUE THEIR AFTER MARKETING EFFORTS
 She uses SNAPCHAT( a
very trendy app) to promote
her products
 With her surgery lips,
gaining a lot of scandalous
but she’s setting a new trend
on make-up look

19. IDENTIFY A PRODUCT WHOSE BENEFITS YOU FEEL YOU
ARE NOT FULLY CAPITALIZING ON. HOW MIGHT YOU
SUGGEST IMPROVEMENTS?
 The biggest complaint is
that liquid lipsticks are
drying.
 Next, is that they flake,
the lines crack, and they
make your lips look
brittle.
 They should make a
lipstick more moisturizer

20. 3. CHOOSE A PRODUCT CATEGORY. PROFILE ALL
THE BRANDS IN THE CATEGORY IN TERMS OF
PRICING STRATEGIES AND PERCEIVED VALUE. IF
POSSIBLE, REVIEW THE BRAND’S PRICING
HISTORIES. HAVE THESE BRAND SET AND
ADJUSTED PRICES PROPERLY? WHAT WOULD YOU
DO DIFFERENTLY ?

21. Attempting to sell the right
product at the right price-to
better meet consumer wishes
Value-based pricing strategies

22. • Levis
• Calvin Klein
• Gap
Jeans

23. 0
20
40
60
80
100
120
Gap C&K Levis
Gap
C&K
Levis
Quality
Excellent
Very good
GOOD
FAIT
Price Tiers in the Jeans market

24. Brand
image
Brand
loyalty
Monopoly
power
=Price
premiums

25. Up-to-date
European product
design (low-rise)=
penetration pricing
Advertise jeans as
“ designer” =
competition-baseb
price
Celebrity
endorsement=
Skimming
Pricing

26. GAP
Price
segmentation
Everyday-
low-
pricing
Creativity

27. 4. Visit a department store and evaluate the in-store
marketing effort. Which categories or brands seem to be
receiving the biggest in-store push? What unique in-
store merchandising efforts do you see?

28.  Sales promotion at a retailer’s location.
 Bundled offers, expect advice and special discounts.
 Product demonstrations, product samples.
 Synonym: in-store promotion.
What is in-store marketing?

29. DEPARTMENT STORE: DIAMOND PLAZA

30.  Promotions.
 Specialized staff.
 Product information.
 Sampling.
 Trials.
 Video displays.
 Decoration displays.

31. 5. Take a trip to a supermarket and observe the extent of
private-label brands. In which categories do you think
private labels might be successful? Why?

33.  Private label = smart choice, quality ensured, competitive price
and diversified offer.
 Only sold in Big C stores.
 Currently 500 items.
 9 private labels: Big C, Lohas, Ebon, Casino, BF, Huong Vi,
Wow!, GDD, Club Des Sommeliers.