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Brand management,[object Object]
Reach toothpaste,[object Object],When the tail wags the Dog,[object Object]
Removes up to 52% more plaque than Glide® Original Mint™1,[object Object],High impact icy mint flavor ,[object Object],Provides a just-brushed feeling ,[object Object],No messy toothpaste residue ,[object Object],Available in 5-yard trial sizes,[object Object],REACH® CLEANPASTE™,[object Object]
Clinically proven to clean 61% more plaque than Glide® Original Mint™ and up to 54% more plaque than Oral-B® SATINfloss®1,[object Object],Intense flavor ,[object Object],ICY PEPPERMINT™, BERRY MINT™, Cinnamon flavor ,[object Object],Available in 5-yard trial sizes, 200-yard refill ,[object Object],REACH® CLEAN BURST™,[object Object]
Recommended especially for non-flossing patients ,[object Object],Snap-on disposable heads ,[object Object],Elongated handle effortlessly reaches back teeth ,[object Object],Fits in any toothbrush holder as a daily reminder ,[object Object],Comes with replacement heads ,[object Object],Available in 1-count handle + head,[object Object],REACH® ACCESS® FLOSSER,[object Object]
Has earned the ADA Seal of Acceptance ,[object Object],Slides easily between tight teeth ,[object Object],Available in mint waxed and unflavored waxed ,[object Object],Shred-resistant,[object Object],REACH® EASY SLIDE® Floss,[object Object]
SushilMenin – Sales agent,[object Object],Bhailal –  A Retailer,[object Object],Radha – Marketing manager,[object Object],AdilMistri – Sales agent,[object Object],Characters ,[object Object]
Retail mafia,[object Object],Loss of brand power,[object Object],Retailer as the decision maker,[object Object],Brand differentiation,[object Object],Aggressive push in the market,[object Object],No profits,[object Object],Small manufacturers being eaten out.,[object Object],Promotion cost,[object Object],Problems,[object Object]
Toothpaste Segmentation,[object Object],Four main segments,[object Object],Sensory segment,[object Object],Flavor and product appearance,[object Object],Sociable's,[object Object],Brightness of teeth,[object Object],Worriers,[object Object],Decay Prevention,[object Object],Independent,[object Object],Low Price,[object Object],Flavor, Brightness,[object Object],Decay Prevention,[object Object]
Huge incentives,[object Object],Aggressive push strategy,[object Object],Limited shelf space,[object Object],Offers and promotional schemes,[object Object],Loss of product differentiation,[object Object],Depletion of brand power,[object Object],Retailer’s Vantage,[object Object]
Retailer – The Differentiator,[object Object]
Brand Differentiation,[object Object]
Various products in the same segment.,[object Object],Market leader,[object Object],Image ,[object Object],Brand personality,[object Object],Pull and not push,[object Object],Why?,[object Object]
Push and Pull Diaries,[object Object]
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.  ,[object Object],Pull Strategy,[object Object]
The product demand as high. ,[object Object],It is possible to differentiate the product on the basis of real or emotional features. ,[object Object],Brand consumers show high degree of involvement in the product purchase,  ,[object Object],There is reasonably high brand loyalty and ,[object Object],Consumers make brand choice decision before they go to the store.,[object Object],Ideal Pull,[object Object]
Advertising Or Product Promotion,[object Object]
Advertising or Promotion,[object Object],By using a variety of persuasive appeals, it offers reasons to buy a product or service. ,[object Object],Eg: Good Network, Promises and Delivers,[object Object],Appeals are emotional or functional in nature.,[object Object],Eg: the current ad of “Wherever you go, our network follows”,[object Object],Time-frame is long term.,[object Object],Besides giving reasons in the form of different appeals, they offer incentive to the consumers to buy the product or service now.,[object Object],Eg.For new users, 1HUTCH no is given free for 1 month & sms is free for 3 months.,[object Object],Appeals are rational,[object Object], ,[object Object],It justifies whatever it says.,[object Object],Time frame is short term.,[object Object]
The primary objective is to create an enduring brand image,[object Object],Indirect and subtle approach towards persuading customers to buy a product or service.,[object Object],To get sales quickly or to induce trial,[object Object],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.,[object Object]
A toothpaste ,[object Object],Psychological satisfaction,[object Object],Change in brand,[object Object],Subjective catch for different ages.,[object Object],What customers want?,[object Object]
Recommendations ,[object Object]
Fighting Back,[object Object]
Brand clutter,[object Object],Promotional differentiation.,[object Object],Packaging differentiation,[object Object],Price differentiation,[object Object],Content differentiation,[object Object],Advertising differentiation,[object Object],Principle of differentiation,[object Object]
Based on advantages of efficiency & economy, desirable to create associations that are relevant to as many brands as possible.,[object Object],Reach and its advantages,[object Object],Reach as an emotion,[object Object],Principle of relevance,[object Object]
Based on need to provide right amount of information to consumers.,[object Object],Low customer involvement.,[object Object],Why reach is better?,[object Object],A catch line.,[object Object],Principle of simplicity,[object Object]
Customer loyalty,[object Object]
Resonance Model,[object Object],Brand resonance is characterized by strong connections between the consumer and the brand.,[object Object],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.,[object Object]
Subdimensions of brand building model,[object Object],Loyalty,[object Object],Attachment,[object Object],Community,[object Object],Engagement,[object Object],				        Quality	    Warmth,Fun,[object Object],Credibility	Excitement,[object Object],				Consideration    Security,[object Object],		    		     Superiority       Social approval, Self-respect,[object Object],			Primary charateristics &	    User profiles,[object Object],			       Secondary features	    Purchase & usage situations,[object Object],    			        Product reliability	   Personality & values,[object Object],		          Durability & servicability	   History, heritage,[object Object],			    Service effectiveness	   & Experiences,[object Object],			   Efficiency & empathy,[object Object],			  Style & design, Price,[object Object],Category identification,[object Object],Need satisfied,[object Object],Resonance ,[object Object],Judgment,[object Object],Feelings,[object Object],Performance ,[object Object],Imagery ,[object Object],Salience ,[object Object]
loyalty,[object Object],Whiteness redefined,[object Object],Quality mark and holograms,[object Object],Long lasting   and various flavors,[object Object],More than 20 years of trust,[object Object],Family toothpaste,[object Object]
Industry standards,[object Object],Earn and let earn policy,[object Object],Talking to the retailers,[object Object],Other Considerations,[object Object]
conclusion,[object Object]
AnuragHuria,[object Object],KeshavGoel,[object Object],NavdeepKhurana,[object Object],SheebaAgha,[object Object],Thank You,[object Object]

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