Presentation of Product & Brand Management (2)

8/8/2019 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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Conti

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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Conti

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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Conti

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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Presentation of Product & Brand Management (2)

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