This document discusses strategies for building strong brands. It covers managing brand equity through reinforcement or revitalization, and addresses brand crises. It also discusses developing and communicating positioning strategies by determining competitive frames of reference and identifying points of parity and differentiation. Further, it outlines product differentiation, personnel differentiation, channel differentiation, and image differentiation strategies. Finally, it reviews product lifecycle stages and patterns, and discusses styles, fashions, and fads.
Blackberry- Product Life Cycle & Ansoff MatrixKashyap Shah
Product life cycle and Ansoff matrix evaluation for Research In Motion- Blackberry.
This is a part of an assignment done at Symbiosis Institute of Business Management, Bengaluru.
Measuring outcomes of brand equity
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (25th April 2014)
Blackberry- Product Life Cycle & Ansoff MatrixKashyap Shah
Product life cycle and Ansoff matrix evaluation for Research In Motion- Blackberry.
This is a part of an assignment done at Symbiosis Institute of Business Management, Bengaluru.
Measuring outcomes of brand equity
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (25th April 2014)
Importing, Exporting and SourcingWhat’s this chapter aboutMalikPinckney86
Importing, Exporting and Sourcing
What’s this chapter about?
Important aspects of importing, exporting and sourcing
Key influencers for import, export and sourcing decisions
Multinational vs. Global Strategy
Companies engaged in international business activities can approach the market using either a multinational or a global strategy.
Export selling vs. Export marketing
Multinational strategy
A strategy of adapting products and their marketing strategies in each national market to suit local preferences.
Global strategy
A strategy of offering the same products using the same marketing strategy in all national markets.
Benefits and Drawbacks
Multinational strategy
Benefits
Drawbacks
Global strategy
Benefits
Drawbacks
Monitor and respond quickly to changes in buyer preferences
Inability to exploit scale economies
Costs savings from scale economies
Knowledge sharing
Only simple modifications to product features can be implemented
The Exporter “Must Do” List
Gain in depth understanding of the target market.
Conduct marketing research and identify market potential.
Make strategic decisions concerning 4Ps (marketing mix).
Expanding the “Must Do” List
Logistics
Packaging, transportation, etc.
Legal Procedures
Contracts, customs procedures, tariffs, etc.
After-sales service
Product discontinuation, parts availability, product repair, etc.
Sales Promotions
Advertising
Foreign Market Intelligence
Competition
Government Influence on Trade
Governments have long intervened in the trade of goods and services for political, economic and cultural reasons.
Encouraging Exports
Subsidies, tax breaks, export financing, etc.
Discouraging Imports
Tariffs, quotas, embargo, local content requirements, etc.
Encouraging Exports (Example)
Encouraging Exports (Example)
Discouraging Imports
Can you think of examples?
Sourcing
What is sourcing?
What makes it so important?
In class discussion!
Factors that Affect Sourcing
Factory costs and conditions (land, labor, etc.)
Logistics
Infrastructure
Political risk
Exchange rates / currency convertibility
On Wednesday
Licensing, Investment, and Strategic Alliances (Part 1)
Segmenting, Targeting and Positioning
What’s this chapter about?
Important aspects of STP marketing
STP Marketing
Segmenting
Dividing a market based on demographics, lifestyles, behavioral measures etc.
Targeting
Selecting the most appropriate market(s)
Positioning
Target marketing messages using the 4Ps
Market Segmentation
Market segmentation is the division of consumer markets into meaningful and distinct groups.
Why is Market Segmentation important?
Marketers can better define consumer needs.
Decision makers can define objectives and allocate resources accurately.
Competitive advantage.
Segmentation Base …
is a group of characteristics that is used to assign segment members.
Demographics
Psychographics
Needs
Behavioral
Demographic ...
This is the ppt translation of the third part of 25 keys to sales & marketing, an audio portable MBA course, which has been developed by New York Times publishing, with the contribution of some of the best known business academicians and practitioners of the contemporary world. This is only a reproduced graphical version of the same with no commercial motive. It has been developed for better self learning and for assistance to the large community of several business practitioners & students, who are in constant pursuit for quality stuff on-line.
All know what is brand. But it was when i read more about branding that i knew there was so much more into brand and branding!!! Here i have tried to put together very few but important concepts of branding with suitable examples that struck me.
Have tried to make it as presentable as possible. looking forward for your comments. Plz let me know if i was able to contribute something new to u or what you think could have been added to this :) Lets make it a learning experience :)
Product strategy is like a roadmap, and like a roadmap it’s useful only when you know where you are and where you want to go.The Service Strategy provides guidance on how to design, develop, and implement service management not only as an organizational capability but also as a strategic asset.
Marketing PlanBy Tara SeitlerThe Gap Company 1.docxinfantsuk
Marketing Plan
By: Tara Seitler
The Gap Company
1
1
Agenda
Current Marketing Situation
Market Description
Product Review
Competitive Review
Distribution Review
SWOT Analysis
Micro-environments
Macro-environments
2
Current Marketing Situation
Market Description
Target Market
Market Targeting strategy
Value proposition – The Gap Company
Consumer behavior
Buyer decision principles
3
Target Market
GAP is a brand-builder.
We create emotional connections with customers around the world through inspiring product design, unique store experiences and compelling marketing.
It’s goal is to simply make it easy for customers to express their personal style throughout their life.
GAP hoped that effective Web initiative could let company to solidify its brand, improve customer relationships, serve markets that could not support a store and cut costs.
Company also believed that going online would attract new customers and steal market share from competitors.
4
Target Market- Segmentation
Target Section of Market
Residential,
Non-residential,
Mobility and
Personal
Buyers Category
Upper middle and upper class individuals
5
Marketing Strategy
Marketing objective is to create a perception in the mind of the customer about the product.
Build image of product as a different product through adopting the strategy of differentiation of porter
Restructure the business
6
Restructure Business
Transform business management focusing on from quantity to profitability
Reduce fixed cost and downsize business structure to fair size
TV set business
Product
Create competitive products on its strength
Cost structure
Thoroughly improve cost structure
Restructuring
Completion of domestic sites integration and acceleration of overseas sites restructuring
7
Pricing Decision and Strategy
Keep Retailer and Customer pricing strategies different
Captive Product Pricing
The company makes its pricing strategies by having the knowledge of its competitor`s pricing
We can include USB connectivity devices
We can include Home Theatre along with
The prices of these accessories are kept relatively than other brands.
8
Sale Strategy
Sale Strategy - Sale Through
Manufacturer whole seller/dealer consumer
Sale Out (Sales To the retailer)
Manufacturer (company) Authorized Dealers
9
Sale Through
Whole seller/retailers are the customers of manufacturers, manufacturers sell their products to the Whole seller and indirectly (through retailer) to the end consumers.
This process of selling is called “Sale Through”
Sale Out :
The company will sell the products to the retailers which are actually the customers of the Company.
There will be no medium used between the company and the retailer.
This procedure of selling is called “Sale Out”
9
Value Proposition
They are predicated value proposition from the mindset of your custome ...
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
1. Part 4: Building Strong Brands > Managing Brand Equity > Devising a Branding Strategy > Developing & Communicating a Positioning Strategy > Differentiation Strategies > Product Life-Cycle Marketing Strategies: Review of PLC > Quiz 4 (Part 3: Chap 7 & 8) Class Presentation | Session 15 | 6 Oct 2010
2. Managing Brand EquityBrand Reinforcement | Brand Revitalization | Brand Crisis Brand Reinforcement A brand needs to be managed like an asset that its value doesn’t depreciate Reinforcing brand requires that marketing program consistently convey the meaning of brand to consumers in terms of: What product brand represents How the brand makes these products superior and Which strong, favorable associations should continue to exist in consumers’ minds Consistency is these efforts is crucial to long-term success of a brand Brand Revitalization Consumers preferences change Brands need to continuously cope up and revitalize when require to meet new preferences and trends List of options exist from “reverting back to basics” to “reinvention” – both extremes of a continuum Harley Davidson example Brand Crisis Marketers must understand inevitability of crisis at some point Swiftness is a key: Longer it takes for a firm to respond to brand crisis, more negative impressions will form MG 220 Marketing Management 2
3. Developing & Communicating a Positioning Strategy All marketing strategy revolves around Segmentation, Targeting and Positioning What is Positioning? Act of designing company’s offering and image to occupy a distinctive place in mind of a target market Positioning is not what you do to a product rather Positioning is what you do to mind of a prospect Deciding on Positioning requires deciding on: Competitive Frame of Reference Points of Parity and Points of Difference Identifying them Establishing Choosing Creating MG 220 Marketing Management 3
4. Developing & Communicating a Positioning Strategy Competitive Frame of Reference Determining where the brand belongs Starting Point is to establish Category Membership Category Membership is products or sets of products which a brand competes and which function as close substitutes Case in Point: Mobilink (Indigo) Defining competitive Frame of reference MG 220 Marketing Management 4
5. Developing & Communicating a Positioning Strategy Points of Parity & Points of Difference POP – associations that may not be unique to a brand and may be shared with other brands POD – attributes or benefits consumers strongly associate with a brand and believe them to be unique Through PODs brands establish their own position Through POPs brands counter other brands PODs For POPs, brand may not be considered exactly equal but if consumers think that it does well enough, it becomes a POP Key to positioning is not much about PODs but about POPs! Case in Point: Mobilink (Indigo) POD Largest network? Customer care? POP Better signals | low(est) rates? MG 220 Marketing Management 5
6. Developing & Communicating a Positioning Strategy Establishing Category Membership Brands may be required to establish category membership for their brand To tell consumers that they are part of a certain category They may be associated with a category they are not part of 3 main ways to communicate brand’s category membership Announcing category benefits Comparing to exemplars Relying on product descriptor Case in Point: Mobilink (Indigo) Coming to Pakistani Telecom scene Existing players: PTCL (landline) | Paktel/Instaphone (AMPS-cellular) Mobilink is offering GSM. Shouldn’t be confused with instaphone or Paktel’s AMPS MG 220 Marketing Management 6
7. Developing & Communicating a Positioning Strategy Choosing POPs and PODs Three key consumer desirability criteria for PODs Relevance Distinctiveness Believability Three key deliverability criteria for PODs Feasibility Communicability Sustainability Creating POPs and PODs Negative correlation among different attributes (low price vs high quality) Consumers want to maximize all attributes Options to address negative correlation Present separately Leverage equity of another entity Redefine relationship Case in Point: Mobilink (Indigo) What it can use as POPs and PODs MG 220 Marketing Management 7
8. Differentiation Strategies Four different differentiation strategies Product Differentiation Product form, features, reliability, durability etc Positioning as “best quality” – taking a position on Quality Positioning on quality has benefits like premium price, repeat purchases etc. Personnel Differentiation Talented resources | Quality training to staff results in superior services Channel Differentiation Achieving competitive advantage through channel’s strengths Image Differentiation Concept of creating a strong image for brand and positioning it carefully to achieve differentiation Difference of Identity (how company position itself) and image (how consumers receive it) Case in Point: Mobilink (Indigo) Product Differentiation: Largest family (network) Personnel Differentiation: Customer Services campaign Channel Differentiation? Image Differentiation (top-notch, classy lifestyle of Indigo users: Shan/ZQ campaign) MG 220 Marketing Management 8
9. Product Lifecycle StrategiesOverall Review A general discussion on PLC – Product Life Cycle Key assumptions/assertions for PLC concept Products have limited life Product sales/profits pass through different stages and have different challenges, opportunities in every case Profits rise and fall in every stage Different marketing, financial, manufacturing, purchasing strategies are required for different stages STAGES IN PLC Introduction Growth Maturity Decline MG 220 Marketing Management 9
10. Product Lifecycle StrategiesOverall Review Different patterns that exist for PLCs Growth-slump-maturity pattern After introduction phase, a slump comes and it matures Common for general-use products like kitchen appliances Cycle-Recycle pattern Product is launched. After sometime its sales start declining Given another push Scalloped pattern Product is introduced Sales keep getting higher may be because of new usages found MG 220 Marketing Management 10
11. Product Lifecycle StrategiesOverall Review Style, Fashion and Fad Lifecycles Style is a basic and distinctive mode of expression appearing in a field of human endeavor Style can last for generations And go in or out of vogue Fashion is currently accepted popular style in a given field Passes through four stages: Distinctiveness, Emulation, Mass Fashion and decline Fad are fashions that quickly come in public view, adopted with great zeal, peak early and then decline very fast They generally do not survive because they do not satisfy a strong need MG 220 Marketing Management 11
12. Part 4: Building Strong Brands > Product Life-Cycle Marketing Strategies > Market Evolution > Competitive forces > Identifying Competitors > Analyzing Competitors Class Presentation | Session 16 | 11 Oct 2010