1. Product & Brand Management

34. Product Life Cycle

37. Product Life Cycle Stages

90. What is the Territory of the Brand? Six inches wide Grey and wet Mysterious

93. Contents Branding Process Brand Building Understanding Branding

94. Module 1 Understanding Branding Understanding Branding Brand Building

97. Module 1 - Stage 1 From Products to Brands Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands

99. Module 1 - Stage 1 From Products to Brands A Brand is a Promise “ … A seller’s promise to deliver consistently a specific set of features, benefits and services to buyers. Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands

100. Module 1 - Stage 1 From Products to Brands …… .a short-hand that communicates powerfully & reduces uncertainty

101. Fevicol Case

102. Fevicol Case

103. Fevicol Case

107. Module 1 - Stage 2 Attributes Immutable Law of Name In the long run the brand is nothing more than a name

110. Module 1 - Stage 2 Attributes A brand’s logotype should be designed to fit the eyes. Both eyes Immutable Law of Shape

112. Module 1 - Stage 2 Attributes

113. Module 1 - Stage 2 Attributes A brand should use a colour opposite of its rival Immutable Law of Colour

114. Module 1 - Stage 2 Attributes The Cola Wars: Energy Vs. Peace

117. Module 1 - Stage 2 Attributes Most important thing for a brand is its single mindedness. Immutable Law of Singularity

118. Module 1 - Stage 2 Attributes Single-mindedness means consistency. Fresh and interesting manifestations of a single idea.

121. Module 1 - Stage 2 Attributes A brand should try to own a word in consumer’s mind Immutable Law of Word

122. Module 1 - Stage 2 Attributes

129. Module 1 - Stage 3 Management There is a time and place to launch a second brand Immutable Law of Siblings

130. Possibly even a third or a fourth brand..

135. Module 1 - Stage 4 Architecture Immutable Law of Contraction A brand becomes stronger when you narrow its focus

136. Module 1 - Stage 4 Architecture The Economist is red and daring. Provocative, brutally honest and non-conformist

139. Module 1 - Stage 4 Architecture Immutable Law of Expansion Brand’s power inversely proportional to scope.

140. Module 1 - Stage 4 Architecture The Volkswagen bus ad, talked only about ‘plenty of room’

142. Module 1 - Stage 4 Architecture Immutable Law of Company Brands are brands, companies are companies. There is a difference.

156. POSITIONING : The Battle for Your Mind

157. A concept so simple, people have difficulty in understanding how powerful it is!

159. Positioning Colgate Is Protection Gillette Is Quality LUX Is Glamour AXE Is Sexual Attraction Pond’s DFT Is Confidence Examples

160. Brand Identity and Brand Image  Brand Positioning

161. “ To position a product/service in the minds of consumers relative to competitors” Ries and Trout

162. A ‘reason to be’ “The brand has to be distinctive, relevant and appealing to its target audience”

168. Brand Positioning : Complan “ Complete planned food”

170. Brand Positioning : Boost “ Boost is the secret of my energy”

172. Brand Positioning : Bournvita “ Poshan bhi swaad bhi”

175. ‘ You concentrate on the perceptions of the prospect, not the reality of the product’ - Al Ries & Jack Trout

176. ‘ It’s difficult to change behaviour, but easy to work with it’

205. Brand Positioning Statement For women ages 25-55, Loreal Revitalift Anti-wrinkle and firming cream reduces facial wrinkles and firms your skin. NO REASON WHY!

210. The 22 Immutable laws of Branding

255. Brand Equity

262. CBBE Pyramid Brand Salience Consumer- Brand Resonance Consumer Judgment Consumer Feelings Brand Performance Brand Imagery 4 Bond – Strong relationship 1 Broad Awareness 2 Differentiators 3 Emotional and Intellectual influence

263. Sub-dimensions of brand building blocks Salience Resonance Judgments Feelings Performance Imagery Loyalty Attachment Community Engagement Quality Credibility Consideration Superiority Warmth, Fun Excitement, Security, Social Approval, Self-Respect 4 Brand Relationships (WHAT About You AND ME?) 1 Brand Identity (WHO Are You?) 2 Brand Meaning (WHAT Are You?) 3 Brand Response (WHAT About You?) User Profiles Purchase and Usage Situations Personality & Values History, Heritage, & Experiences Brand Characteristics & Secondary Features Product Reliability, Durability & Serviceability Service Effectiveness, Efficiency, & Empathy Style and Design; Price Category Identification Needs Satisfied

281. Module V: Pricing Strategies Setting the price, adapting the price, initiating and responding the price changes.

284. Stages for Establishing Prices

286. Development of Pricing Objectives Cash Flow Survival Profit Return on Investment Pricing Objectives Product Quality Status Quo Market Share

287. FIGURE 20.8 Factors affecting pricing decisions

289. Price - Quality Strategies Premium Strategy Overcharging Strategy Good-Value Strategy Economy Strategy Price Higher Lower Higher Lower Quality

293. Pricing Strategies 1. Penetration pricing : Where the organization sets a low price to increase sales and market share. Demand is elastic. 2. Skimming pricing : The organization sets an initial high price and then slowly lowers the price to make the product available to a wider market. The objective is to skim profits of the market layer by layer. Demand is in elastic . 3. Competition pricing : Setting a price in comparison with competitors. 4. Product Line Pricing: Pricing different products within the same product range at different price points. The greater the features and the benefit obtained the greater the consumer will pay. Maximizes turnover and profits.

294. 5. Bundle Pricing: The organization bundles a group of products at a reduced price. 6. Psychological pricing: The seller here will consider the psychology of price and the positioning of price within the market place. Example : Rs. 199 instead of Rs.200 7. Premium pricing : The price set is high to reflect the exclusiveness of the product. An example of products using this strategy would be Harrods, first class airline services, porsche etc. 8. Optional pricing : The organization sells optional extras along with the product to maximize its turnover. This strategy is used commonly within the car industry.

297. Price Lining FIGURE 21.2

301. Pricing Moves in a Competitive Market Hi Relative Market Share Lo Lo Relative Cost Structure Hi Follow price changes Follow price changes Challenge competition: Lower the price quickly to protect share Follow the competitors Challenge competition by either dropping the price or quickly meet

318. LINE & BRAND EXTENSIONS

320. Managerial Questions When considering entering a new product category, two important questions: 1. Should the firm use a brand extension strategy or a new brand strategy? 2. If the firm chooses to use a brand extension strategy, under what conditions will extensions be successful in capturing sufficient market share?

321. Why Extensions? Managers use extension strategies under the assumption that brand associations (e.g., quality, reliability, status) and affect (attitudes) will transfer to the extension.

324. Line Extension strategies Product Sizes Bisleri 1.1 ltr Bisleri 5 ltr Bisleri 1.5 ltr Bisleri 1.2 ltr Bisleri .5 ltr

325. Colour Etc., Pantene Pink Pantene Black Pantene White Flavours Ingredient Rasna Orange Rasna Mango Rasa Rose , etc Colgate gel Colgate Herbal Colgate Salt etc.,

326. Form Vim Liquid Vim Powder Vim Bar