《企业品牌管理》PPT课件.ppt

Marketing ManagementReview of Last Session/HousekeepingNew DevelopmentsBrand ManagementPillarsPositioning via the pillarsNPD8 stage process v Landrover practiceCase ExerciseQuestions/Reading for next week 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., 1 9 9 8 , 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. Brand Architecture and EquityBrand KnowledgeBrand Heritage Core Values Brand Territory Brand Personality Brand PropertiesBrand LoyaltyBrand Equity Brand Architecture1 . Brand Heritage- The brand brings 2 . Core Brand Values- The brand means 3 . Brand Territory- The brand competes in 4 . Brand Personality- The brand is like5 . Brand Properties- The brand owns . Landrover ExampleAccording to Nestl, the strength of the brands positioning is built on five “pillars”: Brand Architecture1 . Brand Heritage- The brand brings 2 . Core Brand Values- The brand means 3 . Brand Territory- The brand competes in 4 . Brand Personality- The brand is like5 . Brand Properties- The brand owns . Landrover ExampleAccording to Nestl, the strength of the brands positioning is built on five “pillars”: 50 years of Tradition.Britishness. Royalty?4X4 Market. Outdoors.Adventure Market etc.Male, Extrovert, Quietly Assured, Informal conservative.Logo, Brand Oval, BRG and Gold, ShapeGuts, Authenticity, Originality, Ruggedness, Capability Brand Architecture - Try It Yourself!1 . Brand Background- The brand brings 2 . Brand Core Values- The brand means 3 . Brand Territory- The brand competes in 4 . Brand Personality- The brand is 5 . Brand Properties - The brand owns . Your Brand ExampleAccording to Nestl, the strength of the brands positioning is built on five “pillars”: Innovation Life Cycle/BCG Implications Being the Leader provides advantages Better Mousetrap? Revenue Time0 Introduction stage Growth stage Maturity stage Decline stageThe Product Life Cycle Leader Advantages*10% 20% 30%PIONEERFAST FOLLOWERLATE ENTRANT AVERAGE MARKET SHAREMARKET ENTRY STRATEGY* W.T.Robinson, (1984), ”Market Pioneering and Sustainable Market Share Advantages” PIMS* and Pioneer Advantage The Profit Impact of Marketing Strategy research is based on 3 0 0 0 SBUs in 4 5 0 companies in the US. 7 0 % of SBUs with the leading market share were one of the pioneers Only 4 0 % of the SBUs with less than a leading market share were pioneers *Buzzell, R. and Gale, B. (1 9 8 7 ), The PIMS Principles:Linking Strategy to Performance, Free Press Emerson Was Wrong If a man can write a better book, preach a better sermon, or make a better mousetrap than his neighbor, though he builds his house in the woods the world will make a beaten path to his door. Ralph Waldo Emerson (1803-82), U.S. essayist, philosopher and poet If you only build a better mousetrap, the world will not beat a path to your door. How will the world know you have the mousetrap? Who cares? Only those who have mice -And wish they didnt And dont like catsAnd then, they have to Understand how to operate it Have something to offer you in exchangeAnd before long, a better mouse will come along! New Product strategyIdea GenerationScreeningConcept testingBusiness AnalysisProduct DevelopmentMarket TestingCommercialisationSource: Cooper and Kleinschmidt, 1986, Journal of Product Innovation ManagementThe New Product Development (NPD) Process The NPD Process “We should note that new products pass through each stage at varying speeds; some may dwell at a stage for a long period while others may pass through very quickly” Jobber, Principles and Practice of Marketing, p. 2 9 8 What will determine this progress? Types of New Products 20% 10%26% 26%11% 7%New productLinesNew to the CompanyHighLow New to the marketLow HighNew tothe world productsImprovementsto existing productsCost reductions Additions toexiting productline RepositioningSource:-Booz, Allen and Hamilton, 1982 Landrover Video Case Discuss the sort of NPD process that the Discovery went through How might the Diffusion of Innovation process have been used to guide the Discoverys commercialisation? Mller Case Question Volunteer Group Answer Qs 2 In own time, identify the NPD process for Muller yoghurt in the UK Appreciate the likely NPD differences for extensions v new to the world products Next Week Read ch. 1 1 in Jobber NB NOT Ch 1 2 &1 3 as per the module outline Address the Mller case again Q2 Describe Mllers brand positioning Use the 8 stage new product development process to analyse Mllers new product development process NB This replaces the SWATCH CASE!