presentation of product & brand management (2)
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PRESENTED BY:-
DHARMVEER BANSALHRISHIKESH DHAR
JAIPARKASH KESHRI
JITENDER KUMARKHUSBOO ROY
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What does Google think about its brand..?
The first thing they think about is their product andabout what's best for the user.
Secondly they are one of the best companies in terms of
innovation but most importantly they way they are
organized is something which lays down a strong
foundation.
Creating new products has always been their first
priority
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Making the consumer to feel a sense of ownership
towards the brand is a process that Google continuously
works upon to brand itself.
For e.g to establish itself in Europe, it launch a campaign
doodle-for-Google. They approached around 8000 schools
to design a concept for their logo. .
They had 180,000 students participate and the concept
which got the maximum votes was selected. The no. of
votes ranged in millions
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It also does a lot of co marketing. For it has partnered
with DELL&PALM.
It is involved into a lot of direct marketing.
It is into tons of advertisements but on their own
networks.
They are the biggest users of their products.
They run ads on all their properties
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Googles few innovative branding techniques.
They are too keen on market research. Google's initial success wasdriven by technology, innovation and the drive of two brilliant
founders. Great brands usually begin with personal inspiration and
only later worry about the satisfaction of others.
For Google branding is about change, not consistency. From itssparse home page to a logo that adapts to reflect world events,
Google broke the traditional rules of branding to deliver on its
promise to consumers..
Build the brand on the inside with a strong employer brand. Googlehas consistently ranked as one of the top employers in the world
because it applies its brand positioning to how it recruits,
remunerates and motivates its people
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According to Google most of their future business will come from
brand extensions. Google looked at long-established brands andrealized early on that today's unlikely brand extensions are
tomorrow's cash cows. It has been actively creating extensions,
from Google Mail to Google Maps, to ensure that, while search is
its origin, it is far from being its only future
Build the brand on the inside with a strong employer brand.
Google has consistently ranked as one of the top employers in theworld because it applies its brand positioning to how it recruits,
remunerates and motivates its people
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About LG
The company was originally established in 1958 as Gold Star,
producing radios, TVs, refrigerators, washing machines, and air
conditioners. The LG Group was a merger of two Korean companies,
Lucky and Gold Star, from which the abbreviation ofLGwas derived.
LG Electronics, is a global leader and technology innovator inconsumer electronics, mobile communications and home
appliances, employing more than 80,000 people working in over
115 operations around the world.
LG strives to enhance its customers life and lifestyle with intelligent
product features, intuitive functionality, and exceptional
performance.
Brand Ambassador: Akshay Kumar
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Conti
Business Divisions and Main Products:
Home Entertainment
LCD TVs, Plasma TVs, Audio, Video
Mobile Communications
Mobile handset (CDMA/GSM/3G), Mobile Accessory, PCB, Home Appliance
Washing Machines, Refrigerators, Cooking Appliances, VacuumCleaners
Air Conditioning
Residential Air Conditioners , Commercial Air Conditioners, HomeSolution, Compressors
Business Solutions
Monitors, Commercial Displays, Car Infotainment, Security Business
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Brand Elements.
LG is the brand that is delightfully smart.
The LG brand is comprised of five basic elements: Logo,Slogan, values, innovation, people (customers), and
passion".
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Conti
Colors: LG Red, the main color, symbolizes
friendliness, and is also meant to convey LGs
commitment to delivering the best. LG Gray
represents technology and reliability.
URLs: www.lgelectronics.com
Slogan: Life's Good
Values: LG says we are honest and responsible. Wealways keep the promises we make to our customers
in our bid to become the worlds most trusted brand.
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Innovation: They say that they provide the most innovative
products & services. They innovate not only for technologys
sake , but for our customers benefit. From the most basic
feature to the most sophisticated technology , our products
are designed to give our customers substantial value
(Technology for customers not for engineers).
Passion: They are passionate about providing products and
services that satisfy the unmet needs of customers as well as
those potential needs they(customers) have yet to recognize.
People: Respect and care for their customers is the driving
force behind their philosophy in human-centric product
development and respecting and caring their employees make
this a reality.
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Positioning
Unique industry-leading products: Positioning LG as apremium brand starts with their technological andproduct leadership. Unique industry-leading products,such as the first plasma and LCD HDTVs with build-inDVRs (digital video recorders), capitalize on LG's globalleader.
LGs broad technology base: Because of LGs broadtechnology base, LG Electronics is well-positioned to
drive the convergence market, whether it's a mobilephone for streaming video, a high-end refrigerator withan LCD TV in the door, or combination plasma screensand DVRs.
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Combined Factories: Because of its, own plasma plants andthe LG-Philips LCD factories combined, LG is the world'slargest producer of flat-panel displays. This means they canleverage their manufacturing expertise and efficiency by
creating new, innovative products that have outstandingperformance
cosmetic product design: Additionally, cosmetic productdesign has become a critical success factor in today's market.The new generation of flat-panel TVs is a perfect example.
These sets are often mounted on walls where they becomepart of the dcor, which means the TV needs to lookbeautiful, even when turned off.
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Brand Building Strategy
Corporate Social Responsibility (CSR): LG believe that a
definite corporate social responsibility(CSR) plan, an integral
part of an organization's brand building strategy and it also
helps to enhance the organization's credibility, attract
potential investors and clients and employ the best of
industry talent. Some of the CSR activities of LG are as follows:
a) The company has been actively involved in providing social
benefits to the disadvantaged sections of the society.
b) They have also focused plan for providing health services to
the under privileged children, undertake animal health care
and enhance professional skills of the unemployed youth.
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c) LG India has worked jointly with Prayas, a Delhi-based NGO
by undertaking campaigns / activities for the welfare.
d) underprivileged street and slum children and providing them
services in the field of education, health care, shelter,vocational training and other rehabilitation programmes.
Strategic Alliances: LG Electronics is making technology
advances and identifying business opportunities through
various partnerships relationships with some of the world's
leading companies for making its brand famous.
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Conti A
dvertising: To enhance its brand image, LG recentlylaunched its largest ad campaign, consisting of two distinct
campaigns. The new LG Xenon phone, targeting social-
networking Generation Years, will be comprised of a TV, print,
and online campaign featuring TV series stars such as Hayden
Panettiere from Heroes as well as a segment in JustinTimberlakes MTV series The Phone.
The second big campaign focuses on the
Rumor2 phone, targeting stylish teens and young adults.
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ABOUT
Micromax, the mobile handset brand from Gurgaon-
basedMicromax Informatics Ltd.
Micromax is one of the leadingIndian TelecomCompanies with 23 domestic offices across the country
and international offices in Hong Kong, USA, Dubai and
now in Nepal.
Vikas Jain startedMicromax in 1999 along with RajeshAgarwal as managing director, Rahul Sharma as
executive director and Sumeet Kumar as the chief
technology officer
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BRAND ELEMENT
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Brand names and URLs
www.micromaxinfo.com Logos and symbols
Slogans and jinglesNothing like anything
"boring is out"
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Brand positioning
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What is.
In marketing positioning has come to mean the
process by which marketers try to create an image or
identity in the minds of their target market for its
product, brand, or organization
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positioning
It has roped in actor Akshay Kumar as a brand
ambassador.
Twinkle Khanna was engaged to promote Micromax's
bling phone that comes with Swarovski crystals and a
vanity mirror
Micromax, has taken up the title sponsorship for the
entire Indian cricketing season from May 2010.
Video1-2
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Cricket promotions will prove to be a great platformto reach out to the audience and give the brand an
opportunity to bond with the youth.
Handsets with a 30-day battery back-up - this was an
important advantage in rural areas where charging a
mobile phone was a problem.
video2
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Brand building & strategies
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FORBRAND BUILDING
Micromax is sponsoring the entire Indian cricketing
season from May 2010.
The core TG is youth. Their passion points are Sports
(especially Cricket & Soccer), movies and music.Therefore, micromax extremely committed towards
sports.
Association with Soccer as well, during the Fifa
World Cup.
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There have been innovative co-branding deals with
MTV
which have helped give the brand a huge pushin the youth market.
Our online activities have contributed in the increase
of the online buzz and brand searches.
TodayMicromax has become a brand which peoplerelate and look up to for realizing their individual
device preferences and other out-of-the-box solutions.
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STRATEGIES
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Differentiation-Key strategy
Micromax has a lot of firsts to its credit in
their product portfolio.
It was the first to introduce:
Handsets with 30 days battery backup(Micromax X1i), Handsets with Dual SIM / Dual Standby,
Handsets Switching Networks (GSM CDMA) using
gravity sensors
Aspirational Qwerty Keypad Handsets
OperatorBranded 3G Handsets
OMH CDMA Handsets, etc.
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Thrust on Dual SIM Phones
Of the 26 models that MICROMAX have in the market rightnow, 23 are dual-SIM handsets.
AggressiveMarketing
The company went for aggressive marketing sponsored manycricketing events and allocated the budget of Rs.100 crore for ATL &BTL activities. Recently company roped in Bollywood Actor AkshayKumar as Brand Ambassador
Feature Rich phones at affordable price
India is a price sensitive market and people aspire to have feature richproducts at low price. Micromax made it possible
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Micromax is riding on unique marketing and
branding strategies highlighting the product lineage,which is not just innovative, but appealing too, and
promises to offer a value-for-money experience
video3
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FOR CSR
Be global, think local
Country where half of the population has no
electricity at home, but where close to everyone
has a mobile and intend to use it?
The mobile phone features an extraordinary 17hours talk time and 30 days standby time for
only 2,200 Indian Rupees
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MARKET SHARE OF
MI
CROM
AX
nokia
53%
samsung
10%
micromax
8%
others
24%
LG
5%
OVERALL MARKET SHARE
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