Setting Product and Brand Strategy (Chapter 11)

Setting Product and Brand Strategy (Chapter 11). Consumer Goods Classification 1. Convenience goods : purchased , immediately, minimum of effort Price - ____________ Implications: readily available, many outlets, brand name, packaging, mass advertising. Consumer Goods Classification.

775 views • 18 slides

International Brand Management

International Brand Management. Week 2. Week 2 Objectives. Conditions for Successful Branding Why Leading Brands Are Successful Marketing Strategy Alternatives Case Study (Levi’s) Brand Creation Process Alternative Architecture Options Positioning, Naming . Terminology. Brand Promise

638 views • 20 slides

Global Product and Brand Management

482 views • 35 slides

Product and Brand Management

Product and Brand Management. What is a product?. A product is any offering by a company to a market that serves to satisfy customer needs and wants. It can be an object, service, idea,etc. New Product Development. Most new product development is an improvement on existing products

798 views • 33 slides

Product Development, Management, and Strategy

Product Development, Management, and Strategy. Product Lines Defined. Proprietary or catalog : S tandard products offered to many customers and usually inventoried in anticipation of sales orders.

377 views • 20 slides

Brand Management and New Product Planning

Brand Management and New Product Planning. Brand Management and New Product Planning. Firms build and maintain identity and competitive advantage for their products through branding Firms grow when they provide innovative and useful new products to fill customer needs. Figure 11.10.

442 views • 42 slides

Offering (Product & Service) Strategy and Brand Management

Offering (Product & Service) Strategy and Brand Management. Defining & Segmenting the Product-market Product Life Cycle and Product & Brand Strategies Modifying The Offering Concept & Positioning Strategies Forecasting New Product Sales. Key Learning Points. Marketing Process. SWOT Analysis.

471 views • 0 slides

International Marketing and Management

International Marketing and Management. Lecture 4. Lecture themes. Modes of Entry into International Markets Market Segmentation Channel and Place Decisions. Stages of the international market entry. Country identification Preliminary screening In-depth screening Final selection

1.13k views • 45 slides

Product and Brand Management

Product and Brand Management . Unit 1 Lecture 2 Levels of a product & product mix. Unit 1 - Syllabus. Levels of a product, product mix. . Levels of a product.

379 views • 20 slides

Product and Brand Management

Product and Brand Management . Unit 1 Lecture 4 BCG matrix and its applications. . Syllabus. Unit 1 BCG matrix and its applications. . Learning Objectives. What is Growth Share Matrix (Boston Consulting Group ) What are SBUs. Growth Share Matrix (Boston Consulting Group).

338 views • 18 slides

Chapter 5 Product and Service Strategy and Brand Management

Chapter 5 Product and Service Strategy and Brand Management. The Offering Portfolio. The Offering Concept the benefits or satisfaction provided to a target market The Offering Mix the totality of an organization’s offerings

284 views • 10 slides

International Marketing and Management

International Marketing and Management. Lecture 2. Plan:. 1. Topics for revision: Five forces analysis SWOT analysis 2. International Finance and Economics 3. International Trade. Marketing Environment. The marketing environment surrounds and impacts upon an organization.

702 views • 40 slides

Brand Management and Strategic Marketing

Brand Management and Strategic Marketing. “Creating Shareholder Value”. March 5, 2001. Our Mission: To increase brand familiarity and favorability among CXOs, create value and opportunities for our core businesses, and serve as a marketing partner

249 views • 5 slides

Product Marketing Strategy

Product Marketing Strategy. The Story. FabuLegs started as a way to bring the glamour of Brazil’s Carnaval dancers to women all over the world. The famous Brazilian Mulatas in the Carnaval parade are known for their glorious “samba” legs.

317 views • 16 slides

International Product Strategy

International Product Strategy. Product introduction alternatives Country-of-origin Product components model Diffusion of innovation (newness, characteristics, positioning). Product Introduction Alternatives for International Markets. Standardization vs. Adaptation

1.92k views • 20 slides

International Strategy and Management

International Strategy and Management. Core Topics. International growth strategy Global, international, multidomestic Entering foreign markets Market selection, timing, operational decisions Entry modes Exporting, licensing, franchising, joint ventures, strategic alliances,

1.67k views • 109 slides

Marketing and Brand Management (MBM)

Marketing and Brand Management (MBM). Profile Coordinator: Sven A. Haugland ( Sven.Haugland@nhh.no ) ‘. Characteristics of the MBM-profile. VALUE CREATION The company must be able to identify, create, deliver, and capture value to customers based on an understanding of customer preferences

177 views • 6 slides

International Brand Management

International Brand Management. Week 3. Week 3 Objectives. Understand how management sets direction and priorities on strategy for promotional programs. Learn how brands are introduced, promoted, maintained and managed throughout the process to achieve optimum results.

352 views • 18 slides

Brand Marketing Strategy

Brandharvest is a Branding Agency based in Mumbai, India that provides total Branding Strategies to its clients. Our brand strategy team works closely with our clients’ to achieve positive results. We do consulting for Branding Strategies, Positioning, Re-Positioning and Architecture Services.

267 views • 6 slides

Brand Management Strategy

Brand management is widely study of the various approaches that an organization can take to increase or maximize consumer awareness, engagement, retention, and loyalty. And with time passing by, brand management strategies are constantly evolving and changing. The rapid rise of social networks is an incredible opportunity for brand to create & initiate meaningful engagement with current and prospective customers, and platforms like Youtube enable viral marketing for products / brands virtually at a bare minimum cost.

129 views • 3 slides

Digital Marketing and Brand Management

Here are a few blogs that I wrote.

148 views • 11 slides

Chapter 7 Developing Product and Brand Strategy

Chapter 7 Developing Product and Brand Strategy. Introduction. Product strategy: is critical to the success of the overall marketing strategy. Value is obtained in two key areas: Product Strategy: Existing and proposed products. Branding: Value enhancement through awareness and image.

350 views • 29 slides