Selling
Advertising
Promotions
Direct Marketing
Public Relations
Sponsorship
Exhibitions
Packaging
POS
WOM
E-marketing
MARKETING MIX
COMMUNICATION MIX
Integrated Marketing Communications
Product
Price
Place
Promotion
A few questions before we begin
How do
L&T CONSTRUCTION
L&T CONSTRUCTION
Group 9
ABOUT
Nationwide Network
Larsen & Toubro Limited, commonly known as L&T, is an
Indian multi-national conglomerate headquartered in
Mumbai, Maharashtra
The company has business interests in engineering,
construct
Conjoint Study Design
Attributes and attribute levels of the Conjoint study.
Attributes / Levels
Level 1
Level 2
Room
Level 3
Small Suite
Large Room
Room Office
Bus Amenities
Internet access
Speaker phone
Room fax
Leisure
Exercise room
Pool
Exercise room
Conjoint Study Design
Attributes and attribute levels of the Conjoint study.
Attributes / Levels
Level 1
Level 2
Room
Level 3
Small Suite
Large Room
Room Office
Bus Amenities
Internet access
Speaker phone
Room fax
Leisure
Exercise room
Pool
Exercise room
Managing Brands
Over Geographic
Boundaries
and Market Segments
Other Demographic, Cultural
Segments
To expand the brand footprint marketers must
consider Age segments - younger consumers can be
brought into the consumer franchise to keep
the brand from ag
IKEAS Global Marketing Strategy
"It cfw_s the most Everyman store in retail. It crosses income, age, gender, nationality. It
is truly a wonder. "I
- Candace Corlett, Principal, WSL Strategic Retail,Z on IKEA.
"Our IKE/i vision is something that we 've fou
The Brand Report Card
Kevin Lane Keller FROM THE JANUARYFEBRUARY 2000 ISSUE
The Brand Report Card
RECOMMENDED
Building and properly managing brand equity has become a priority for
companies of all sizes, in all types of industries, in all types of markets
Designing and
Implementing
Branding Strategies
Branding Strategy or Brand
Architecture
Branding Strategy reflects the number and nature
of common or distinctive brand elements applied
to the different products sold by the Firm.
Branding Strategy determine
Closing Observations
CCBE Lies in the.
BE lies in Brand Knowledge of the consumer
Brand Knowledge Structure consists of
Brand awareness - depth and breadth
Brand Image - strong, favorable, unique associations
Sources of brand equity are brand association
Group Members:
ISHAN JINDAL
DEEPTANSHU UPPAL
SWATI CHANDRAMANI
SHREYA BANERJEE
IKEA resolved the problem of straddle positioning the in following manner:
Focus on both POPs and PODs: No trade of
o POPs: Furniture kits to be assembled by customer, Quality
MBA: B2B Marketing
Teaching Plan (2016-17)
School of Business Management, NMIMS
MBA: 2015-16
Trimester VI
Instructor: Dr. Amit Bhadra
Email Id: [email protected]
Extn no. 5858
Objectives
Develop a sound understanding of the Business to Business Market
Conjoint Study Design
Attributes and attribute levels of the Conjoint study.
Attributes / Levels
Level 1
Level 2
Room
Level 3
Small Suite
Large Room
Room Office
Bus Amenities
Internet access
Speaker phone
Room fax
Leisure
Exercise room
Pool
Exercise room
Understanding the Agency
Structure, Working, Remuneration & Process
Session Objectives
Agency Structure
Types of Agencies
Cycle of Work
Agency Remuneration
Structure of an Advertising Agency
CLIENT
ACCOUNT
MANAGEMENT
PLANNING
MEDIA
CREATIVE
PRODUCTION
Acc
Framework for Advertising
Critique
ADPLAN Review Criteria
Proposed by Prof . Derek Rucker the framework
consists of
Attention
Distinction
Positioning
Linkage
Amplification
Net Equity
ADPLAN FRAMEWORK
Attention- Does the ad engage the audience
Dist
Title
Establishing Objectives and
Budgeting for the Promotional
Program
Characteristics of Objectives
Specific
Attainable
Realistic
Measurable
Quantifiable
7-2
Sales vs. Communications Objectives
Sales
Objectives
Primary goal is
increased sales
Requires
Brand
Diversity:
Type of
Brands
Highest Level Personally
handcrafted by the
Master
Theme Parks- Disneyland
Prominent buildings- by Architects
Cars like Porsche, Ferrari
Pertaining Arts, Movies, Books
Level 2 Type I
Super Brands
Exceptional Quality
Rolls
Brand as
Person
Brand
Personality
Brand Personality
Set of human characteristics associated with a
brand
Demographics
Gender
Age
Socio Economic Class
Traits Warmth, Courage, Toughness,
Sophistication
Life style Activities, Interests, Opinions
Brand Person
Launching the
Brand
Brand Names
Is there a logic to brand names?
Mercedes was Mr Diamlers daughter
Citroen: Family name
Ford, Honda- Family names
Kleenex- Coined word- Linkage with clear
Xerox, Toyota, Gillette: Coined words
Progression in Time
Started as
Brand
Management
Richard R. Dupree,
President, Proctor and Gamble
Neil
McElroy
Neil McElroy
President,
Proctor and Gamble
Neil McElroy
US Defense
Secretary
Neil McElroy, US Defense Secretary
with President Dwight Eisenhower
What is a
Brand?
What is a Bran
For exclusive use at NMIMS, 2015
W13190
MARUTI SUZUKI INDIA LIMITED: INDUSTRIAL RELATIONS1
Dr. Rashmi Kumar Aggarwal, Dr. Harvinder Singh and Dr. Rajinder Kaur wrote this case solely to provide material for class
discussion. The authors do not intend to i
MCCIN CAMPUS SUMMER PLACEMENT
2015
Classification level: Strictly Confidential, Confidential, For internal Use Only, Public
METRO Cash & Carry - The International Leader in Self-service Wholesale
Sales of 32 billion
Over
110,000 employees
750 wholesale ce
Leadership Team
A. M. Naik
Group Executive Chairman
S. N. Subrahmanyan
R. Shankar Raman
Dy. Managing Director &
President
Chief Financial Officer
D. K. Sen
Sr. Executive Vice President
(Infrastructure)
S. C. Bhargava
Sr. Vice President
(Electrical & Autom
Introducing and
Naming New Products
and Brand Extensions
Leveraging the Brand
To build power or mega brands that
establish a broad market footprint, by
appealing to multiple customer
segments, with multiple products all
under the brand umbrella (brand
ext
Managing Brands
Over Time
http:/www.fitfoodie.in/recipes?
gclid=CNrwjqGOt8kCFdSJaAodCLQBK
g
Reinforcing Brand Equity
Reinforcing brand equity is done through
marketing actions that consistently convey
the meaning of the brand to consumers in
terms of bran
Designing Marketing
Programs to Build
Brand Equity
https:/www.youtube.c
om/watch?
v=1Vhtd7zKLn0
The agency bagged 2 Golds EFFIES for
Saffola Masala Oats in the integrated
advertising campaign category and
consumer products category.
2
Building Customer-Ba
Integrated Marketing
Communications to Build
Brand Equity
The New Media
Environment
Web advertising and social media is
increasing in popularity but.
Traditional media is still important to build
equity although it seems to be losing its
grip on consumers
Designing and
Implementing
Branding Strategies
Branding Strategy or Brand
Architecture
Branding Strategy reflects the number and nature of
common or distinctive brand elements applied to the
different products sold by the Firm.
Determines the new and exis
Developing a Brand
Equity
Measurement and
Management System
The Brand Value Chain
Brand Value Chain provides a
Perspective on how marketing activities
create Band Value
Structured approach to assess the sources
and outcomes of BE
Value for brand managers
Customer-Based Brand
Equity
What is a Brand?
A brand is a perceptual entity
Resides in the minds of the consumer
Rooted in reality
Differentiated product / services that
satisfies needs and wants
Created by the Firm
With Strategic Brand Management the im
