《市场营销 MARKETING MANAGEMENT》教学课件（英文版）Lecture 7 Marketing Management

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

Brand Architecture and equity Brand Equity Brand Loyalty Brand Knowledge

Brand Architecture and Equity Brand Knowledge Brand Heritage Core Values Brand Territory Brand Personality Brand Properties Brand Loyalty Brand Equity

Brand architect ROVER THE LAND ROVER EXPERIENCE According to Nestle. the strength of the brand's positioning is built on five andover pillars”: Example Brand personality The brand is like 5. Brand Properties The brand owns

Brand Architecture 1. 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 like… 5. Brand Properties - The brand owns ... Landrover Example According to Nestlé, the strength of the brand’s positioning is built on five “pillars”:

Brand architecture According to Nestle. the strength of the brand's positioning is built on five andover pillars Example 1. Brand Heritage 50 years of Tradition The brand brings .. Britishness. Royalty? 2. Core Brand Values Guts, Authenticity, The brand means Originality, Ruggedness apa bilit 3. Brand Territory 4X4 Market. Outdoors Adventure Market etc The brand competes in Male, Extrovert, Quietly Brand personality Assured. Informal The brand is like conservative 5. Brand Properties Logo, Brand Oval, BRG and Gold, Shape The brand owns

Brand Architecture 1. 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 like… 5. Brand Properties - The brand owns ... Landrover Example According to Nestlé, the strength of the brand’s 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, Shape Guts, Authenticity, Originality, Ruggedness, Capability

Brand Architecture- Try It Yourself. According to Nestle, the strength of the brands positioning is built on five“ pillars”: Your Brand Example Brand background The brand brings Brand core values The brand means 3. Brand Territory The brand competes in Brand Personality The brand is 5 T Ind Properties he brand owns

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 Example According to Nestlé, the strength of the brand’s positioning is built on five “pillars”:

Innovation Life Cycle/BCG Implications Being the leader provides advantages Better Mousetrap

Innovation • Life Cycle/BCG Implications • Being the Leader provides advantages • Better Mousetrap?