9. What is the relation between these 3 terms
ProductBrandLove mark
10. Marketing manager
He is the bridge between the company and the
customers
His functions are (APIC)
Analysis
Planning
Implementation
Control
11. Brand management / bad
example
Coca-Cola Battered by a nationwide series of taste-test challenges
from the
sweeter-tasting Pepsi-Cola, Coca-Cola decided in 1985 to replace its old
formula with a sweeter variation, dubbed New Coke. Coca-Cola spent
$4 million on market research.
Blind taste tests showed that Coke drinkers preferred the new,
sweeter formula, but the launch of New Coke provoked a national
uproar.
Market researchers had measured the taste but failed to measure the
emotional attachment consumers had to Coca-Cola. There were
angry letters, formal protests, and even lawsuit threats to force the
retention of “The Real Thing.”
Ten weeks later, the company withdrew New Coke and reintroduced
its century-old formula as “Classic Coke,” a move that ironically might
have given the old formula even stronger status in the marketplace.
16. During the 1994 soccer world cup both McDonald’s and
Coca-Cola made a mistake of reprinting the Saudi Arabian
flag (which includes sacred words from the Koran ) on
disposable packaging used in promotions
Socio-cultural environment
17. Cultural
environment
-In 1970 P&G introduced Pampers diapers in
Japan
-Although successful in USA this product did
not sell well in Japan because P&G
neglected some important cultural
differences between American and
Japanese parents
-The Japanese mom changes her baby’s
diaper about 14 times a day twice as often
as her American counterpart
-Pampers were too expensive for a
Japanese mother to use so many
18. Named in honor of GM’s famed fiasco in trying to market
the Chevrolet Nova in Central and South America
In Spanish, No Va, or Nova, simply means No Go -- or
this car won’t go!
Humor in Translations ---
23. The contents and structure
of the marketing plan
The executive summary
Situational analysis and target market
Marketing objectives
Marketing strategies
Marketing tactics
Marketing mix
STP
Schedules and budgets
Implementation
Control
31. Market Penetration
making more sales to current customers without
changing its products.
How? Add new stores in current market areas,
improvements in advertising, prices, etc.
32. Market Development
identify and develop new markets for its current
products.
How? Review new demographic (senior
consumers) or geographic (Asian, European &
Australian) markets.
33. Product Development
offering modified or new products to current
markets.
How? Increasing food offerings, extend to
Frappuccino drinks.
34. Diversification
start up or buy businesses outside current
products and markets.
How? Currently testing two new restaurant
concepts – Cafe Starbucks and Circadia, or
branded casual clothing.
35. Porter’s Generic Strategies
Michael Porter has proposed three generic
strategies that provide a good starting point for
strategic thinking:
• Overall cost leadership (WalMart)
• Differentiation (Sainsbury)
• Focus.
36. The marketing budget
How much the company intend to spend
Methods:
1. Task method
2. Percentage of sales
3. Competitive parity
4. All you can afford
5. Same as Last Time (S.A.L.T.)
42. Segmentation by Age
Levi Strauss has been
successful in developing the
idea that it is a “brand for life”
by introducing products such
as Dockers to meet the needs
of consumers as they age
43. Lifestyle segmentation
The Jeep Cherokee is aimed at
lifestyle segment that favors an
outdoor ,adventure-some ,fun-
seeking style of life
45. Domino’s positioning
A good hot pizza, delivered to your door within
30 minutes of ordering, at a moderate price
46. Positioning criteria
1. Benefits
2. Specific product features e.g. speed
3. User category
4. Against another products
5. Occasion
6. Hybrid basis
47. To children age range from 5-16 years and to adults’
age range from 24-40 we present Safeguard soap
which will provide a 24hrs. Germ protection as it is
the number one antiseptic soap having the highest
quality. The only antibacterial soap approved by the
FDA.
53. Perceptual Map for Pain
Relievers
Perceptual
maps show
marketers how
closely
products are
conceptually
positioned by
consumers to
“ideal points,”
to their own
products, and
to
competitors’
products.
54. Perceptual Mapping
Brands of Soap
High Moisturizing
Non-deodorant High Deodorant
Low Moisturizing
6
4
7
2
5
1
8
3
Tone
Coast
Lux
Lifebuoy
Dial
Safeguard
Zest
Lava
Dove
55. Perception Towards
Different Brands…1
55
For me
Not for me
Value for
Money
Premium
Cairo & Alex
The higher the social class the more skewed
towards the international brands and Jam mixes
that is only produced and sold by them.
56. Perception Towards
Different Brands…2
56
For me
Not for me
VFM
Premium
Delta
Our target group are aware of different brands
and they have tried different brands as well.
Since there was few brands in the market in the
past, as our target group used to consume the
VFM and Vitrac until few of them switched to
Rashidi Mizan
57. Perception Towards
Different Brands…3
57
For me
Not for me
VFM Premium
Upper Egypt
Our target group are aware of different brands
and they have tried different brands as well.
Since there was few brands in the market in the
past, as our target group used to consume the
VFM and Vitrac until few of them switched to
Rashidi El Mizan
59. Repositioning
Marlboro cigarettes was positioned as a women’s
cigarette when it was first introduced –
complete with a red-tipped filter to hide lipstick
stain
The brand really took off, however, when
Marlboro adjusted its image as a male product
complete with the “macho” Marlboro cowboy
66. What is a Product?
A PRODUCTPRODUCT is anything that can be offered to a market
for attention, acquisition, use, or consumption and that
might satisfy a want or need.
Includes:
Physical Objects
Services
Events
Persons
Places
Organizations
Ideas
Combinations of the above
67. Unsought ProductsUnsought Products
New innovations
Products consumers don’t
want to think about
Require much advertising &
personal selling
i.e Life insurance, blood donation
Product Classifications:
Consumer
Specialty ProductsSpecialty Products
Special purchase efforts
High price
Unique characteristics
Brand identification
Few purchase locations
i.e Lamborghini, Rolex
Shopping ProductsShopping Products
Buy less frequently
Higher price
Fewer purchase locations
Comparison shop
i.e Clothing, cars, appliances
Convenience ProductsConvenience Products
Buy frequently & immediately
Low priced
Mass advertising
Many purchase locations
i.e Candy, newspapers
68. Product portfolio
(product assortment or
product mix)
A company product portfolio is all the product
lines and items that the company offers for sale
Portfolio aspects:
-Width “breadth”
-Length
-Depth
73. Characteristics of a Good Brand NameCharacteristics of a Good Brand Name
• Short and simple
• Suggestive of product benefits
• Legally available
• Timeless rather than timely
• No negative imagery
• Easy to spell, read, and pronounce
• Adaptable for international markets
• Adaptable to packaging/labeling
needs
• Adaptable to any advertising
medium
A Good
Brand Name
Is...
A Good
Brand Name
Is...
74. Dove brand persona
The brand is considered as a feminine , honest, sincere and real
brand and also rated as young brand with unique qualities,
energy, freshness and high spirits
75. Brand Persona
75
A young lady; early 20s
She is an elite lady with elegant
appearance.
She usually wears dresses that
shows her beauty
She is wealthy and has a lots of
possess
Her name is very popular and all
people knows her
A middle age man; late 30s early 40s.
He is a successful business many who
can reach his clients easily.
He adds new sector to his business in a
successful way
He is very sociable and people loves him
76. Brands as Celebrities-Vitrac
76
Although
she is old
but very
elegant
All people love
her although
she disappeared
long ago
She is well-
known and
very
beautiful
People see
her a symbol
of
indulgence
77. Brands as Celebrities-Rashidi
El Mizan
77
He can reach
all SECs as
Rashidi El
Mizan
Products
Old actor but
well known and
fits all roles
All people see
him in movies
and TV series;
very popular.
He is producing
Movies that reaches
lower SEC as Rashidi
Halawa Bar
78. Brand Essence
Brand Essence is the heart and soul of
a brand – a brand's fundamental nature or
quality. Usually stated in two to three words,
a brand's essence is the one constant across
product categories and throughout the world
87. 1-Relative advantage: The degree to which potential consumers
perceive a new product is superior to existing substitutes
2-Compatibility: The degree to which potential consumers feel a
new product is consistent with their present needs, values and
practices
3-Complexity: The degree to which a new product is difficult to
understand or use
4-Trialability: The degree to which a new product is capable of
being tried on a limited basis
5-Observability: The ease with which a product’s benefits or
attributes can be observed, imagined or described to potential
consumers
Product characteristics that influence
diffusion
96. Types of Cost Factors that
Affect Pricing Decisions
Total Costs
Sum of the Fixed and Variable Costs for Any Given
Level of Production
Total Costs
Sum of the Fixed and Variable Costs for Any Given
Level of Production
Variable Costs
Costs that do vary
directly with the
level of production
Raw materials
Fixed Costs
(Overhead)
Costs that don’t
vary with sales or
production levels
Executive Salaries, Rent
97. 4 Cs on price setting
Cost
Company
Customer
Competitor
98. Price Elasticity of DemandPrice
Quantity Demanded per Period
A. Inelastic Demand -
Demand Hardly Changes With
a Small Change in Price.
P2
P1
Q1Q2
Price
Quantity Demanded per
P’2
P’1
Q1Q2
B. Elastic Demand -
Demand Changes Greatly With
a Small Change in Price.
99. Price Elasticity of Demand
Change in quantity demanded %
Change in price %
-When elasticity is greater than 1 ----- Elastic
-When elasticity is less than 1 ----- Inelastic
109. Carrefour in Egypt…Maddi
Americana changed the place of its refrigerators in Carrefour
El Maddi from the entrance to the exist because some of the
frozen vegetables were spoiled because of the long time of
shopping
111. Intermediaries
1. Retailers :sell directly to consumers
2. Wholesalers: sell to retailers
3. Distributor and dealers: sell to customers
through profit
4. Agents : they do not purchase the products but
they earn commission
5. Franchisees e.g. KFC
123. Public relations
The planned and sustained effort to establish and
maintain goodwill and mutual understanding
between an organization and its publics
124. Public relation activities
1. Press release & video news release
2. Press conferences
3. Sponsorship
4. Exhibitions
5. Corporate social responsibility
6. Corporate literature
7. Corporate hospitality
8. Videos
9. Special events “celebrity store openings”
10. Website
125. Exhibitions
-Here customers come to see the supplier
-Visitors are usually from the same industry
-Are hold in large halls with large stands
-Its cost is rising
127. Sponsorship
It is an agreement between a company and an
event organizer where the company gives
money in exchange for rights to associate the
company name with the event
128. Sales Promotion
It is one of the promotional tools used to add
value for a product or service on the short run
129. Patronage RewardsPatronage Rewards
Point-of-PurchasePoint-of-Purchase
ContestContest
SweepstakesSweepstakes
GamesGames
Cash or Other Award Offered for
Regular Use of a Product
Cash or Other Award Offered for
Regular Use of a Product
Displays or Demonstrations at the
Point of Purchase
Displays or Demonstrations at the
Point of Purchase
Consumers Submit an Entry to be
Judged
Consumers Submit an Entry to be
Judged
Consumers Submit Their Names for a
Drawing (by chance)
Consumers Submit Their Names for a
Drawing (by chance)
Consumers Receive Something Each
Time They Buy Which May Help Them
Win a Prize
Consumers Receive Something Each
Time They Buy Which May Help Them
Win a Prize
Major Consumer Sales Promotion
Tools
130. Sampling is an EffectiveSampling is an Effective
Way to Create Trial-UseWay to Create Trial-Use
Within AppropriateWithin Appropriate
Target MarketsTarget Markets
132. Trade-Promotion
Objectives
Persuade Retailers or
Wholesalers to Carry a Brand
Persuade Retailers or
Wholesalers to Carry a Brand
Give a Brand Shelf SpaceGive a Brand Shelf Space
Promote a Brand in
Advertising
Promote a Brand in
Advertising
Push a Brand to ConsumersPush a Brand to Consumers
Major Trade Sales Promotion
Tools
Trade-Promotion
Tools
DiscountsDiscounts
AllowancesAllowances
Free GoodsFree Goods
Push MoneyPush Money
Specialty Ad ItemsSpecialty Ad Items
133. Business-Promotion
Objectives
Generate Business LeadsGenerate Business Leads
Stimulate PurchasesStimulate Purchases
Reward CustomersReward Customers
Motivate SalespeopleMotivate Salespeople
Business-Promotion
Tools
ConventionsConventions
Trade ShowsTrade Shows
Sales ContestsSales Contests
Major Business Sales Promotion
Tools
134. Decide on the Size of the IncentiveDecide on the Size of the Incentive
Set Conditions for ParticipationSet Conditions for Participation
Evaluate the ProgramEvaluate the Program
Determine How to Promote and
Distribute the Promotion Program
Determine How to Promote and
Distribute the Promotion Program
Determine the Length of the ProgramDetermine the Length of the Program
Developing the Sales Promotion
Program
135. Personal Selling
It is personal paid promotional tool in which there
is a face to face contact between a company
representative and a customer
140. In Coca-Cola’s new “Taste the Feeling” campaign, they
incorporates red into the beach towels, outfits, and nail polish used
in their print ad to complement their red logo. The effect is
friendly, eye-catching, and emphasizes the action of the models
drinking their refreshing soft drink. The end result is that you
want to buy a bottle of Coke
176. This Norwegian ad addresses young people’s
smoking attitudes by arousing strong
negative feelings. The ad reads (left panel)
“Smokers are more sociable than others.”
(Right panel): “While it lasts.”
Examples of those?
Apple’s Newton
Electric cars (book); trash compactors; composting toilets
Examples of those that have succeeded?
nutrasweet; disposable diapers (book); cordless phones