Brand Management

SML862- Product ManagementMBA- DMS IIT Delhi

By : Pawandeep Singh Maniktala | Bhushan Kumar

Brand Management

Youtube : Coca-Cola Hello Happiness

Published on May 7, 2014

To give labourers in the UAE a few extra minutes of happiness, Coca-Cola created the Hello Happiness Phone Booth --

a special phone booth that accepts Coca-Cola bottle caps instead of coins for a free 3-minute international phone call, helping them connect with their families back home more often.

Brand Management

Brand : is the "name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers."

Brand Management

Contents-

1. Extra Value Proposition (EVP)2. Consumer Resistance3. Reference Groups4. Products & Personality5. Customer Satisfaction6. Consumer’s Mind- A Black Box7. Shopaholics

1. Extra Value Proposition (EVP)● Marketers are attempting a tangible and observable proposition .● A new Trend Unique Selling Proposition is emerging- ‘extra value propostion’(EVP)

EVP in Marketing :-

1. Confronting a Mega Brand increased from 250 to 300ml response to new 300ml

2. Breaking Price leadership trend offered same features of at less Price

3. Relaunching a product Relaunched positioning with new tagline to Pyaas Badao

4. Trial among customers Rs.10 syrup trial pack of

5. Downward brand strech Supersoaker for lower price segment

6. Raising commodity product to brand level Ad-Nimbu Mirchi by actor Irfan Khan unveiled its Tyres Safety

7. Introducing a new product concept in terms of paisa / cup

8. Altering product levels car batteries introduced a two-year warranty

2. Consumer Resistance

1. Usage Resistance

Innovations which are not compatible with existing habits of consumers.Eg. Electric Cars

2. Value Resistance

Price Vs. Performance measure of the innovation as compared to existing substitutes Eg. CORFAM by

3. Risk ResistanceIf product innovation is 1st Gen with high cost- there is uncertainty for consumer to wait longer for stable product or buy now. Eg. Ipad

4. Social Resistance

This is psychological or individual resistance.

Eg. to buy home in South Delhi or anywhere ?

3. Reference GroupsConcept of Reference Group - On a psychological plane, consumers give vent to their aspirations and values by identifying with a celebrity/personality.A good brand + with an Aura of glamour makes a lasting impression on consumer.

Target Segment(Psychographics)

Fig : Celebrity- Brand Linkages

Brand PersonalityPersonality / Aura of the Celebrity

Eg. "There is a perfect match between the brand and Bipasha Basu, both epitomizing health and fitness.

and her experience with Real Activ juices makes it an ideal brand proposition for us to share with millions of consumers across the country," says K K Chutani, marketing head (foods), Dabur India.

4. Products & Personality● Developing a brand personality is a powerful way of providing brand differentiation● Human characteristics associated with brand in consonance with of Target Group

The “Expected Self - Image “ which is concerned with how consumers would like to perceive themselves after associating with Brand.Eg. Kareena Kapoor Khan brand ambassador for Jaguar Eg. Deepika Padukone Brand Ambassadar of Axis Bank

5.Customer SatisfactionCustomer satisfaction forms the core of any marketing strategy in today’s competitive context.

1. Product SatisfactionCenters around basic features of the product.

2. Peripheral Satisfaction

Concerned with creating product / service differentiation when difference between brands are difficult to maintainEg. Reach on Time -- >

3. Ambience Satisfaction

Combination of both tangible and intangible factors which influence the consumer’s experience in his encounter with a product or service. Eg. Bank

4. Psychic Satisfaction

Area of satisfaction is focused on the self-esteem and goal achievement traits of customers.Eg. Buying an Apple products / Iphone

6. Consumer’s Mind- A Black BoxFour ways in which consumer behaviour could be used :

1. To provides synergy required to match the product and needs of consumers 2. To develop brands using perception3. To address “ neo-mindset” products4. To create attitudes which are favourables to new product categories

The Behaviour of consumers has to be analysed using VAP model which has focus on values, attitudes and perception.

Fig : The VAP Model

7. ShopaholicsShopaholics : A person considered to be addicted to shopping or a compulsive shopper .Do the shoppers buy because they are motivated by brand communication ?because of psychological discomfort ? because of certain promotional offers ? or just for the gratification out of these shopping experience?

Study of shopaholics Involve - ● Demographic and psychographic factors of consumers● Monitoring data of shopping behaviour● Factors which motivates consumers● Influence of non-shopping factors● After thoughts of shopping

Eg. Large Retail stores like who deal with a diverse variety of products use this to make shopping experience a memorable one by positioning itself on attention and ambience

Brand Management

References- ● Book - Managing Indian Brands by S-Ramesh-Kumar (2nd edition- Pages 166-196)

● Wikipedia - http://en.wikipedia.org/wiki/Brand

Brand ManagementYoutube : Volvo Trucks -

The Epic Split feat. Van Damme (Live Test 6)

Published on Nov 13, 2013Watch Jean-Claude Van Damme carry out his famous split between two reversing trucks. Never done before, JCVD says it's the most epic of splits.This live test was set up to demonstrate the precision and directional stability of Volvo Dynamic Steering -- a world first technology that makes the new Volvo FM easier to drive.

Thank You !

pawandeep@gmail.com