IS MARKETING SELLING OR BUILDING BRANDS?

MARKETING:OVERVIEW

EVOLUTION OF MARKETINGPRODUCTION CONCEPT

PRODUCT CONCEPT

SELLING CONCEPT

MARKETING CONCEPT

HOLISTIC CONCEPT

SIVA MODELThis system is basically the four Ps renamed and reworded to provide a customer focus.

Product -> Solution

Promotion -> Information

Price -> Value

Place ->Access

Marketing today is done at two levels

Strategic Marketing

b) Operational Marketing

What is a Brand?

AMA: A name, term, sign, symbol to identify and differentiate the goods and services of one seller from those of the competitors.

Role of BrandsHelps consumerIdentify and evaluate productsMake faster purchasing decisionsReduce risk and assign responsibility to a particular manufacturerHelps firmsSimplify product handlingSignal a certain level of product qualityBrand loyalty provides security of demand

ATTRIBUTES SHARED BY STRONG BRANDSExcels at delivering the benefits consumer desireStays relevantPricing is based on consumer perceived valueThe brand is well positionedThe brand is consistent

Scope of BrandingIt involves creating mental structure & organize knowledge and services.Key is that consumer must not think that all brands in the same category are same.Brand differences often are related to attributes or benefits of the product.It can be applied anywhere a consumer has a choice.

What is brand equity?

an intangible asset that depends on association made by consumer.

Building And Managing Brand Equity

Introduction

Elaboration

Fortification

Alternatives Means To Brand Equity

Licensing

Co-Branding

Managing Multiple BrandsSingle Brand Identity

Umbrella

Multi-Brand Category

Family Name

Key Challenges In Brand Equity Measurement

Measure the importance of brand In the consumers product selection.

To dissect that measure of brand and determine its key contributing content.

A CASE STUDY OFAbout P&G SLOGAN-Touching Lives, Improving LivesP&G is credited with many business innovations including brand management, and Connect & Develop innovation.

OPERATIONS

Company s operations are categorized into 3 Global Business Units with each Global Business Units divided into Business SegmentsBEAUTY

Beauty segment Grooming segmentHousehold care

Baby care and family careFabric care and Home care

Health & Well-Being

Health Care Snacks coffee and Pet care segment

MARKETING STRATEGIES OF P&GCUSTOMER KNOWLEDGE-studies its customer both final consumer & trade. It prints its toll free number on every product LONG-TERM OUTLOOK-P&G takes time to analyze each opportunity and prepare the best productPRODUCT INNOVATION-P&G is an active product innovator as well as idea inovator.

STRATEGIES..QUALITY STRATEGY-P&G designs products above average quality &continuously improves them.LINE-EXTENSION STRATEGY-P&G produces its brand in several sizes and forms.CATEGORY-EXTENSION STRATEGY-P&G often uses its strong brand name to launch new products.

STRATEGIES.HEAVY ADVERTISING &MEDIA PIONEER-spends $3billion a year.MULTIBRAND STRATEGY-creates several brand in same product category.AGGRESSIVE SALES FORCE-close ties with retailers ,notably Wal-Mart.COMPETITIVE TOUGHNESS-spend to out promote new competitive brand.

STRATEGIES.BRAND-MANAGEMENT SYSTEM-one executive for each brand, now the system is modified so that each brand is run by a category of managers.

IS MARKETING SELLING OR BUILDING BRANDS?While producers selling a product focused on the product getting sold faster and increasing revenues, those offering brands aim at offering a value proposition to the customer in order to achieve total customer satisfaction.It can easily be said that selling is outdated in todays arena.

Consumer survey The objective of the survey was to find out:Has Branding worked better than selling for both consumers and customers?What do consumers buy today a product or a brand?How do consumers react to brands?

Some key questions and their responses

Q1.Do you think attachment of a brand name to a product ensures quality?Q2.Do you feel at a loss when you do not get the brand of your choice?Q3.Do you have a problem in buying a brand you did not ask for in the first place?

60% of the respondents ranked Quality as the most important parameter that they

look for in a product. 55% respondents said they do not buy unbranded commodities being promoted at different outlets. On being asked to name a company for some specified products each respondent named a BRAND.

What would you do if the brand you ask for is not available in the first shop?

AnalysisThe result of the survey clearly points out that

Customers look for Quality and associate Brand with quality.Customers in most cases are brand loyal and apprehensive about unbranded products.Majority of customers would rather hunt for a brand rather than settling for what is available.

ConclusionBranding works more effectively than selling for both marketers and consumerstoday.

Most present day companies are going for branding.