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PODUCT AND BRANDING STRATEGIES By: Barkha Verma Sneha Sahai Himanshu Raj Kundanika Kamewal Kunal Grover
PODUCT AND BRANDING
STRATEGIES
By:
Barkha Verma
Sneha Sahai
Himanshu Raj
Kundanika Kamewal
Kunal Grover
• Identifies how the company plan to sell its products to the marketplace • Documents how
Identifies how the company plan to sell its products to the
marketplace
• Documents how the people in marketplace think about its
products and business
Documents how its business positions its products and
services
contains strategies for selling
A product strategy can encompass any number of products,
depending on the nature of the business
The company can have one strategy for each major product
or the same strategy for all of them
It involves answering the questions like:
Who is the product aimed at?
What benefit will customers expect?
How does the firm plan to position the product within
the market?
What differential advantage will the product offer over
their competitors?
Benefits:
Helps you analyse know your product - product
knowledge
Provides client focus
Gives shape and form to the sales messages
Helps analysing the competition and position the
products competitively
Helps to price the products competitvely
Keeps up-to-date, forward looking and pro-active
COMPONENTS OF PRODUCT STRATEGY  Business objectives – The product strategy needs to fit with the
COMPONENTS OF PRODUCT STRATEGY
Business objectives – The product strategy needs to fit with the general aims and objectives of
the business and help to achieve them
Target market(s) – It identifies to whom to sell the products. Target market can be described in
several ways like geographic, socioeconomic and demographic characteristics
Client needs - The needs of the people in the target market are what is selling. It helps in
developing later components of the product strategy
Product positioning - Refers to the unique position the product creates in the marketplace. It can
be based on product features, benefits, needs, or solutions, usage, another product etc.
Selling strategy - Tells the strategies that fits best with all other strategies so as to make the most
sales
Competitor intelligence - It may sometimes happen that the data the company gather about its
competition may cause it to rethink its strategies. SWOT analysis is generally used
Making product changes – Documents the need to make changes to the products or services to
keep ahead of the competition
DIMENSIONS OF PRODUCT STRATEGY  Product Positioning: Placing the brand in that part of the market
DIMENSIONS OF PRODUCT STRATEGY
Product Positioning: Placing the brand in that part of the market where it will have a
favourable reception
Product Re-positioning: Reviewing the current positioning and seeking a new position
that seems more appropriate
Product Overlap: Competing against one‟s own brand through introduction of competing
products
Product Scope: Deals with the perspectives of the product mix of the company
Product Design: Deals with the degree of standardization of the product
Product Elimination: Cuts in the composition of the company‟s business unit product
portfolio
New Product: Set of operations for introducing a new product either within the business
or on the market
Diversification: Developing unfamiliar products and markets through horizontal and
vertical diversification
Value Marketing: Delivering on promises made for the product or service
Examples:NIKE
Examples:NIKE
NIKE Target audience connects the Products : every type of sport Focus is on shoes,sports people
NIKE
Target audience
connects the
Products :
every type of
sport
Focus is on
shoes,sports
people who are
Fitness
apparels,sipper
s,bags and
other sports
equipments
interested in
sports activities
People who want
to look athletic
and fashionable
enthusiasts
Innovation is at
the heart of NIKE,
Inc.'s business
growth strategy
brand with the
effort and
determination
needed to
succeed and is
motivated to
improve their own
“game”, whether
everyday running
or basketball.
NIKE Commercial
NIKE Commercial
BRANDING
BRANDING
A McGraw-Hill study showed that, four years after the downturn, the companies that had maintained or
A McGraw-Hill study showed that, four years after the downturn, the companies
that had maintained or increased the marketing communications during the
economic slowdown typically experienced 14 times more growth than the
companies that cut back.
BRAND
The American Marketing Association (AMA) defines a brand as a "name, term, sign,
symbol or design, or a combination intended to identify the goods and services of one
seller to differentiate them from those of other sellers.
The total experience associated with a company product or service.
BRANDING
Its how your customers relate to your company
It separates you from your competition
The objectives that a good brand will achieve include:
Delivers the message clearly
Confirms your credibility
Connects your target prospects emotionally
Motivates the buyer
Concretes User Loyalty
Developing Brand Vision Establishing Brand position Fulfilling Brand Contract Communicating Brand Position Measuring RoBI
Developing Brand Vision
Establishing Brand position
Fulfilling Brand Contract
Communicating Brand Position
Measuring RoBI
Brand Vision Provides a vision that forces management to articulate what they want the brand to
Brand Vision
Provides a vision that forces management to articulate what they want the brand to “do” for the
organization over the next five years, relative to brand value, revenue, and profit contributions
Brand Position
A brand‟s positioning is the place in consumer's minds that you want your brand to own- the benefit you
want them to think of when they think of your brand.
Guaranteed overnight delivery
Family Fun Entertainment
Innovation Low prices and good value Five Principles of Effective Positioning Fit: Seek to leverage strengths
Innovation
Low prices and good value
Five Principles of Effective Positioning
Fit: Seek to leverage strengths of existing brand position
Value: focus on the percieved benefits that customer value
Uniqueness: Go where the customers are not
Sustainability: Maximize the length of time this positioning can be hold within the
competitive set
Credibility: Get a credible fit between who you are and the supplier predicted by the
customer model
Brand Contract It is a list of all promises that a brand makes to the customer.
Brand Contract
It is a list of all promises that a brand makes to the customer. Such a contract is
executed internally but it is defined and validated externally by the market place.
Implicit Brand Contract
• Provide the highest quality coffee available in the
market today
• Offer a wide variety of options in beverages as well as
complementary food items
• Have an atmosphere that is warm and friendly,
appropriate for having a conversation with friend or
reading a book
• Its much about the experience than the coffee itself
Successful Brand Based Communication Use all communication strategies to help achieve your corporate strategy and brand
Successful Brand Based Communication
Use all communication strategies to help achieve
your corporate strategy and brand vision
• Web based
Print
• Broadcast
• Space
Metrics to measure Return on Brand Investment
• Acquired Customers
• Customer Loyalty
• Financial Value
• Price Premium
BRANDING STRATEGIES Individual Branding Iconic Branding Derived Branding Branding Crowdsourcing branding Strategies Brand Extension „No Brand‟
BRANDING STRATEGIES
Individual
Branding
Iconic Branding
Derived
Branding
Branding
Crowdsourcing
branding
Strategies
Brand
Extension
„No Brand‟
Branding
Multi Brand
Strategy
Private Labels

Individual Branding : Individual brand names naturally allow greater flexibility by permitting a variety of different products, of differing quality. Unilever is the prime example.

Iconic brands: are defined as having aspects that contribute to the consumer's self-expression and personal identity. Eg Nike, Apple.

Derived Brands: Some suppliers of key components may wish to guarantee its own position by promoting

that component as a brand in its own right. For example, Intel, positions itself in the PC market with the

slogan "Intel Inside.“

"No brand“: branding may be construed as a type of branding as the product is made conspicuous through the absence of a brand name. "Tapa Amarilla" or "Yellow Cap" in Venezuela was simply recognized by the color of the cap of this cleaning products company.

Brand Extension and Brand Dilution: The existing strong brand name can be used as a vehicle for new or modified products. For example, many fashion and designer companies extended brands into

fragrances, shoes and accessories.

Multi Brand: In a very saturated market, a supplier can deliberately launch totally new brands in apparent competition with its own existing strong brand to soak up some of the share of the market. Eg. P&G have 10 detergents in the market. Problem of Cannibalization.

Private Labels : Where the retailer has a particularly strong identity this "own brand" may be able to compete against even the strongest brand leaders, and may outperform those products that are not otherwise strongly branded.

Crowdsourcing Branding: These are brands that are created by the people for the business which is

AMUL – Utterly butterly Delicious Brand Identity : Mascot & Tagline Brand Perception : Most Trusted
AMUL – Utterly butterly Delicious
Brand Identity : Mascot & Tagline
Brand Perception : Most Trusted Brand in taste, quality & value
Brand Promise : Best quality at reasonable price
Family Branding : For most of the products
Advertising Strategy: Unique & contemporary
Branding in recession – Fighter Brand Launch a fighter brand Reduce Ex. Marlboro’s Street Bond Price
Branding in recession – Fighter Brand
Launch a fighter brand
Reduce
Ex. Marlboro’s Street Bond
Price
Compromise
with profits
Eliminates low price competition
Cannibalization Ex Kodak
• Protects premium profits
• Failure to bury the competition Ex. Merck‟s Zocor
Opens up a new market for organization
Missing the mark with customer
Adidas Global Brand Strategy Driving long term Brand Architecture development of Focus on consumer and differentiation
Adidas Global Brand Strategy
Driving long term
Brand Architecture
development of
Focus on consumer
and differentiation
adidas and Reebok
Leadership in
product innovation
Marketing and
communication
to excite and inspire
leadership
the consumer
To fulfill consumer demands Adidas adheres to the following principle Create the unexpected in terms of
To fulfill consumer demands Adidas adheres to
the following principle
Create the unexpected in terms of product and
brand experience
• Create highest emotional connection between our brands
and the consumer
Be prepared for the next generation, anticipating
change
• Show excellence in communication
Adidas and Football  Started of supplying shoes to the West German National team at the
Adidas and Football
Started of supplying shoes to the West
German National team at the 1954 world
cup.
Since the brand has been synonymous with
football and being a sponsor at World cup
Sponsor of official kit of Brazil France in the
past
At present sponsor of European elites like
AC Milan, Real Madrid, Bayern Munich and
Chelsea
Brand ambassador at present include
Messi, Xavi Alonso, Del Piero, Thomas
Muller, Benzema, Van Persie

THANK YOU!!!