Chapter 5- Brand management: Designing marketing programs to build brand equity
Post on 08-Jan-2017
1. Think about the products you own. Access their product design. Critique their after marketing efforts. Are you aware of all the products capabilities? Identify a product whose benefits you feel you are not fully capitalizing on. How might you suggest improvements?
CHAP 5: DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITYMembers in the New days group:1. Trn Hu Linh2. Nguyn Ngc Pht3. Phan Th Bo
1. Have you had any experience with a brand that has done a great job with relationship marketing, permission marketing, experiential marketing, or one-to-one marketing? What did the brand do? Why was it effective? Could others learn from that?
Relationship marketing attempts to provide a more holistic, personalized brand experience to create stronger consumer tiesRelationship Marketing
The cars smell helps them entice customers.Scents can retain customers longer.Scents that are appropriate or consistent with a product can influence brand evaluations and judgments. In business, the aroma can be a positive impact to the customers and retain the customers longer
The practice of marketing to consumers only after gaining their express permission.Permission Marketing
Online retailer Amazon uses database software to track its customers purchase habits and send them personalized marketing messages.Customers can receive more detailed information after each purchase. Amazon also sends periodic e-mails to customers informing them of new products, special offers, and sales. Marketers must recognize that consumers may need to be given guidance and assistance in forming and conveying their preferences.
Experiential marketing: promotes a product by communicating a products features and benefits and connecting it with unique and interesting consumer experiences. (Pine and Gilmore)Experiential marketing is usually broadly defined as any form of customer-focused marketing activity, at various touch points, that creates a sensory-emotional connection to customers. (Bernd Schmitt)Experiential Marketing
- Victorias Secret has been praised for its success in creating an experiential brand.- Every year Victoria's Secret are upgrade instruction, the idea of staging of performances, as well as contributing to the project called on the community to protect the environment We have to know how the event organize as well as the choice of representative images to be able to attract customers
One-to-one Marketing- Consumers help add value by providing information to marketers.- Marketers add value by taking that information and generating rewarding experiences for consumers.
Create the Club- card programMembers receive a variety of purchase benefits across a wide range of products and services beyond what is sold in their stores. We offer targeted promotions, and improve marketing efficiency in our company
2. Think about the products you own. Access their product design. Critique their after marketing efforts. Are you aware of all the products capabilities? Identify a product whose benefits you feel you are not fully capitalizing on. How might you suggest improvements?
The #KylieCosmetics Lip Kit
The packaging is instantly recognizable.Lip Kit boxes and Lip Kit tubes feature a cool design with lips full of lipstick
.Any products delivered from Kylie Cosmetics are shipped in black and white cardboard boxes with dripping black lip gloss, and theyve become a fan favorite.
Critique their after marketing efforts Base on the Kardashian s family - famous for the reality TV show Keeping up with Kardashian
Turn video on 17
Critique their after marketing efforts
She uses SNAPCHAT( a very trendy app) to promote her productsWith her surgery lips, gaining a lot of scandalous but shes setting a new trend on make-up look
Identify a product whose benefits you feel you are not fully capitalizing on. How might you suggest improvements?
The biggest complaint is that liquid lipsticks are drying. Next, is that they flake, the lines crack, and they make your lips look brittle.They should make a lipstick more moisturizer
3. Choose a product category. Profile all the brands in the category in terms of pricing strategies and perceived value. If possible, review the brands pricing histories. Have these brand set and adjusted prices properly? What would you do differently ?
Attempting to sell the right product at the right price-to better meet consumer wishesValue-based pricing strategies
QualityExcellentVery goodGOODFAITPrice Tiers in the Jeans market
Appeal to different consumers at different income levels= price segmentation
4. Visit a department store and evaluate the in-store marketing effort. Which categories or brands seem to be receiving the biggest in-store push? What unique in-store merchandising efforts do you see?
Sales promotion at a retailers location.Bundled offers, expect advice and special discounts.Product demonstrations, product samples.Synonym: in-store promotion.
What is in-store marketing?
Department store: Diamond Plaza
Promotions.Specialized staff.Product information.Sampling.Trials.Video displays.Decoration displays.
5. Take a trip to a supermarket and observe the extent of private-label brands. In which categories do you think private labels might be successful? Why?
Private label = smart choice, quality ensured, competitive price and diversified offer.Only sold in Big C stores.Currently 500 items.9 private labels: Big C, Lohas, Ebon, Casino, BF, Huong Vi, Wow!, GDD, Club Des Sommeliers.