Marketing Management Review of Last Session/Housekeeping New developments Brand Management - Pillars "Positioning via the pillars . NPD -8 stage process v Landrover practice Case Exercise Questions/Reading for next week
Marketing Management •Review of Last Session/Housekeeping •New Developments •Brand Management –Pillars –‘Positioning’ via the pillars •NPD –8 stage process v Landrover practice •Case Exercise •Questions/Reading for next week
Question -Who is this man?? Is he more valuable than david beckham??
Question – Who is this man?? Is he more valuable than David Beckham??
(KRAF Kraft Foods OREO, the largest international biscuit in more than 100 countries, was introduced in 1912, and today this cream-filled chocolate cookie is a household name worldwide. Major Markets: Argentina, China, Indonesia. Taiwan, Thailand, venezuela Chips Ahoy!, a sweet snack with real milk chocolate chips baked into every crispy bite. Chips Ahoy! is introducing the chocolate chip cookie to the world. Major Markets: Brazil(Chocooky), Central America, China, Ecuador, Indonesia, Philippines, Taiwan, Venezuela RITZ, these buttery, flaky crackers are a global favorite, perfect with spreads, in soups or by themselves. Major Markets: Central America, China, Ecuador, Hong Kong, Indonesia, Peru, Taiwan, Thailand, Venezuela Trakinas, a cookie geared towards children and featuring playful faces on top that add fun to each bite. Major Markets Brazil. Central America. China, Indonesia, Thailand
OREO, the largest international biscuit in more than 100 countries, was introduced in 1912, and today this cream-filled chocolate cookie is a household name worldwide. Major Markets: Argentina, China, Indonesia, Taiwan, Thailand, Venezuela Chips Ahoy!, a sweet snack with real milk chocolate chips baked into every crispy bite. Chips Ahoy! is introducing the chocolate chip cookie to the world. Major Markets: Brazil (Chocooky), Central America, China, Ecuador, Indonesia, Philippines, Taiwan, Venezuela RITZ, these buttery, flaky crackers are a global favorite, perfect with spreads, in soups or by themselves. Major Markets: Central America, China, Ecuador, Hong Kong, Indonesia, Peru, Taiwan, Thailand, Venezuela Trakinas, a cookie geared towards children and featuring playful faces on top that add fun to each bite. Major Markets: Brazil, Central America, China, Indonesia, Thailand
What is a brand? a brand is a name, term, sign, symbol, or design or a combination of them intended to identify the goods and services of one seller and to differentiate them from those of the competition (Bennett, P.D., 1998,AMA)
What is a Brand? • A brand is a name, term, sign, symbol, or design or a combination of them intended to identify the goods and services of one seller and to differentiate them from those of the competition - (Bennett, P.D., 1998, AMA)
Branding Basics Contd. Brands are: What the customer buys the receptical of the emotional values over and above the functional values of the product/service much more difficult to copy and thus compete with a major potential source of differentiation longer-lived brands can transcend the original product/service. It is the products DNA
Branding Basics Cont’d. • Brands are:- – What the customer buys – the receptical of the emotional values over and above the functional values of the product/service – much more difficult to copy and thus compete with – a major potential source of differentiation – longer-lived - brands can transcend the original product/service. It is the product’s DNA