Product and Brand Management.1.ppt

7/27/2019 Product and Brand Management.1.ppt

1/31

Product and Brand Management

It all started with a memo directed to the headof advertisement department fro Mc Elroy in1930


2/31

Product and Brand ManagementWhat is the difference

between Product and theBrand & product

management and brandmanagement


3/31

Product policy- Main task of

PMTAppraisals of individual products and product lines

.

SOAPS JULY SALES GROWTH SHAMPOOJULY

SALES GROWTH

(IN CRS) % (IN CRS) %

LUX 6.7 12 CLINIC 4.2 3

LIRIL 5.3 10 SUNSILK 11.5 10

LIFEBUOY 5.6 10

DOVE 4.8 17


4/31

Decisions of product differentiation.
http://www.google.co.in/url?sa=i&rct=j&q=WHEEL%20DETERGENT%20BLUE&source=images&cd=&cad=rja&docid=D22wHQQgYvLYoM&tbnid=ixwjC2oUvth92M:&ved=0CAUQjRw&url=http%3A%2F%2Fhomemartonline.com%2Fshop%2Factive-wheel-lemon-jasmine-detergent-powder-1kg%2F&ei=8RLmUaukBYjUrQei_IGYAw&psig=AFQjCNFzh_aG6ymr_Xtg9p8_eHQ67sPnYQ&ust=1374119005540540


5/31

Brand decisions
http://www.google.co.in/url?sa=i&rct=j&q=BRAND%20DECISIONS&source=images&cd=&cad=rja&docid=HkhCr-ypRU_0AM&tbnid=6brypmzIOMJOFM:&ved=0CAUQjRw&url=http%3A%2F%2Frelevantinsights.com%2Fbuild-your-brand&ei=ZhPmUe-sKcO3rAe15YDQAQ&bvm=bv.49405654,d.bmk&psig=AFQjCNEOQyy3FJVac5vTnnc6bXgSefGfqA&ust=1374119117488373


6/31

POSITIONING .
http://www.google.co.in/url?sa=i&rct=j&q=POSITIONING&source=images&cd=&cad=rja&docid=G0yNgkA99fUiBM&tbnid=1mf7UWxw7yKvZM:&ved=0CAUQjRw&url=http%3A%2F%2Fredcresearch.ie%2Fbranding%2Fbrand-positioning&ei=JxTmUfC4E8TtrAeB4YGwCQ&bvm=bv.49405654,d.bmk&psig=AFQjCNE-Sj8J2jC4E4ubcN8RBJLMahN9PQ&ust=1374119274044347http://www.google.co.in/url?sa=i&rct=j&q=POSITIONING&source=images&cd=&cad=rja&docid=G0yNgkA99fUiBM&tbnid=1mf7UWxw7yKvZM:&ved=0CAUQjRw&url=http%3A%2F%2Fredcresearch.ie%2Fbranding%2Fbrand-positioning&ei=JxTmUfC4E8TtrAeB4YGwCQ&bvm=bv.49405654,d.bmk&psig=AFQjCNE-Sj8J2jC4E4ubcN8RBJLMahN9PQ&ust=1374119274044347http://www.google.co.in/url?sa=i&rct=j&q=POSITIONING&source=images&cd=&cad=rja&docid=G0yNgkA99fUiBM&tbnid=1mf7UWxw7yKvZM:&ved=0CAUQjRw&url=http%3A%2F%2Fredcresearch.ie%2Fbranding%2Fbrand-positioning&ei=JxTmUfC4E8TtrAeB4YGwCQ&bvm=bv.49405654,d.bmk&psig=AFQjCNE-Sj8J2jC4E4ubcN8RBJLMahN9PQ&ust=1374119274044347


7/31

New product development
http://www.google.co.in/url?sa=i&rct=j&q=new%20product%20development%20PROCESS&source=images&cd=&cad=rja&docid=j_-TFTBBEUk84M&tbnid=stBKdSh_5982BM:&ved=0CAUQjRw&url=http%3A%2F%2Fkalyan-city.blogspot.com%2F2012%2F02%2Fstages-process-steps-of-new-product.html&ei=zRTmUbP0NMPNrQeUrYGACg&bvm=bv.49405654,d.bmk&psig=AFQjCNHHBneqwXTKy1xqPn2Fil-w7ZKbBw&ust=1374119474580762


8/31

Decisions on packaging and

labeling
http://www.google.co.in/url?sa=i&rct=j&q=PRODUCT%20LABELLING&source=images&cd=&cad=rja&docid=DKLbKJ9udg4_6M&tbnid=FeF7dlFRyHn2vM:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.adhesif.co.nz%2Flabels%2Fproduct-labelling.asp&ei=VhXmUd_EBYLwrQfAo4GABA&bvm=bv.49405654,d.bmk&psig=AFQjCNHMuNAP3zoBhsL_MO9OelRkZ1P8fw&ust=1374119620717761


9/31

Managing PLC
http://www.google.co.in/url?sa=i&rct=j&q=PRODUCT+LIFE+CYCLE&source=images&cd=&cad=rja&docid=NU_VCt_cLo4QFM&tbnid=tstUUP2W57L5vM:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.quickmba.com%2Fmarketing%2Fproduct%2Flifecycle%2F&ei=xBXmUYntNsaprAfriIHABQ&bvm=bv.49405654,d.bmk&psig=AFQjCNFUlGXE5q_-DIIEH34kYVm3wd5uXQ&ust=1374119738446344


10/31

Creating and managing brand

equity
http://www.google.co.in/url?sa=i&rct=j&q=BRAND+EQUITY&source=images&cd=&cad=rja&docid=PUow2hl5lfGAGM&tbnid=9R_afyCakcmfMM:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.valicon.net%2Fen%2Fvalicon%2Fsolutions%2Fbranding_equity%2F&ei=EhbmUYLdF47yrQeR74CACg&bvm=bv.49405654,d.bmk&psig=AFQjCNHHUvtXQaXDuB4dRVQXym4HiXinEA&ust=1374119810954676http://www.google.co.in/url?sa=i&rct=j&q=BRAND+EQUITY&source=images&cd=&cad=rja&docid=PUow2hl5lfGAGM&tbnid=9R_afyCakcmfMM:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.valicon.net%2Fen%2Fvalicon%2Fsolutions%2Fbranding_equity%2F&ei=EhbmUYLdF47yrQeR74CACg&bvm=bv.49405654,d.bmk&psig=AFQjCNHHUvtXQaXDuB4dRVQXym4HiXinEA&ust=1374119810954676


11/31

Product and Brand Management-

what does the job entails Preparing annual marketing plan for the product and

getting it approved
http://www.google.co.in/url?sa=i&rct=j&q=maketing%20plan&source=images&cd=&cad=rja&docid=0-HRHJg6kwQIwM&tbnid=wNp4jZ3_0HX03M:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.spcommunications.com.au%2Fservice-packages%2Fthe-diy-marketing-plan-control-your-planning-when-and-how-you-want%2F&ei=LRfmUfbAMMuGrAfsnIDQBw&bvm=bv.49405654,d.bmk&psig=AFQjCNEM5laCn_c-koOlnW2-rWP8lA1Bqw&ust=1374120051989544


12/31

Monitoring sales achievement (units and volume)

and alerting management to possible shortfalls
http://www.google.co.in/url?sa=i&rct=j&q=sales+achievement&source=images&cd=&cad=rja&docid=BbCtoYvOIIYCWM&tbnid=DAI8eVzZN2tayM:&ved=0CAUQjRw&url=http%3A%2F%2Fgeomancy.net%2Fphpforum%2Farticle.php%3Fbid%3D2%26fid%3D29%26mid%3D24774%26new%3D&ei=2BfmUcb6HcTtrQeiroHIAg&bvm=bv.49405654,d.bmk&psig=AFQjCNHaY9kBo0NJ7DwLniDn0SAmtLk4JA&ust=1374120252325323


13/31

Supervising the assistants and taking leading role in their

developments
http://www.google.co.in/url?sa=i&rct=j&q=supervision&source=images&cd=&cad=rja&docid=5JoivnAFyjd9FM&tbnid=hQ50updpW4c8WM:&ved=0CAUQjRw&url=http%3A%2F%2Fwww2.swccd.edu%2FHecom%2F4thLevel%2Findex.asp%3FL3%3D73&ei=rxjmUZP1NsmErAeZjIHQDQ&bvm=bv.49405654,d.bmk&psig=AFQjCNGpLdLRDU3icbsxfN2fI02D7hMaDg&ust=1374120432569380


14/31

Unison with advertisement

agencies
http://www.google.co.in/url?sa=i&rct=j&q=advertisement%20agencies&source=images&cd=&cad=rja&docid=t5YemLDwO7YjSM&tbnid=2hS_BlXPCqM7fM:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.cartoonstock.com%2Fdirectory%2Fa%2Fad_agency.asp&ei=cRnmUcuUOMeMrQfh0IDQDw&psig=AFQjCNEKjbql4sUQWNbMojt97spRhQWhZw&ust=1374120479800257


15/31

To craft long term competitive

strategies
http://www.google.co.in/url?sa=i&rct=j&q=competitive%20strategy&source=images&cd=&cad=rja&docid=r6fZVoJKlUtg8M&tbnid=F7TYg2SAfP_WSM:&ved=0CAUQjRw&url=http%3A%2F%2Fpeterbj.com%2F%3Fp%3D429&ei=PBrmUdi4DYmMrQec7YC4Aw&psig=AFQjCNFNN-LjmgTB8idZWLsPA9IgahbCNg&ust=1374120806277834


16/31

Coordination with various

departments
http://www.google.co.in/url?sa=i&rct=j&q=supervision&source=images&cd=&cad=rja&docid=wm6ZeNV92zRUXM&tbnid=sFt1WcAJm0-fRM:&ved=0CAUQjRw&url=http%3A%2F%2Fcloverhilltherapies.com%2Fpage4.htm&ei=thvmUZC8KMHlrAf_xYCoAw&bvm=bv.49405654,d.bmk&psig=AFQjCNGpLdLRDU3icbsxfN2fI02D7hMaDg&ust=1374120432569380


17/31

Building brand equity
http://www.google.co.in/url?sa=i&rct=j&q=brand%20equity&source=images&cd=&cad=rja&docid=J18PPu4H7hopfM&tbnid=okpF3pPC7-6auM:&ved=0CAUQjRw&url=http%3A%2F%2Fgrowthweaver.com%2Fbrand-equity-and-social-media%2F&ei=NxzmUanCBIjSrQftmoDQCg&psig=AFQjCNGdvj4uhVH0hIVHqiNeGw0zn95Hog&ust=1374121358326699


18/31

Designing Effective pricing and

promotion
http://www.google.co.in/url?sa=i&rct=j&q=pricing+and+promotion&source=images&cd=&cad=rja&docid=XigDJL9ip_BEnM&tbnid=_LZ_YZ8T7EnxjM:&ved=0CAUQjRw&url=http%3A%2F%2Fayushveda.com%2Fblogs%2Fbusiness%2Fpromotional-pricing-techniques-to-stimulate-early-purchase%2F&ei=5hzmUa2xJsWSrgfdl4EQ&bvm=bv.49405654,d.bmk&psig=AFQjCNE-BOE3LtZdEavCUHJmJu4w0SZ93w&ust=1374121483982278


19/31

New product launches
http://www.google.co.in/url?sa=i&rct=j&q=new%20product%20launch&source=images&cd=&cad=rja&docid=XAZXhonYKjGpaM&tbnid=H5SUFj3qEOKniM:&ved=0CAUQjRw&url=http%3A%2F%2Fproductlaunch.typepad.com%2Fproduct_launch%2Fpage%2F5%2F&ei=dh3mUYHCB4nrrQeKwYHQCQ&psig=AFQjCNEOfAK1Otu0SNy0pZhu6pIWB7mCXw&ust=1374121676235527


20/31

ROI
http://www.google.co.in/url?sa=i&rct=j&q=RETURN%20ON%20INVESTMENT&source=images&cd=&cad=rja&docid=wLtjK6Y5ZeBhSM&tbnid=U0qzUaRfD5JK1M:&ved=0CAUQjRw&url=http%3A%2F%2Forganisationdevelopment.org%2Fcategory%2Freturn-on-investment%2F&ei=dh7mUZTaGc6Vrgfcw4C4CQ&psig=AFQjCNHtpz_IAACv_kOyn-Iivj6XSld5rw&ust=1374121835153623


21/31

Responsibilities involving sales department

Informing sales about the approved strategies andtactics for the brand
http://www.google.co.in/url?sa=i&rct=j&q=SALES%20FORCE&source=images&cd=&cad=rja&docid=p-vzsdlddWH5ZM&tbnid=3TuW9hdy6BO1rM:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.damarque.com%2Fblog%2Fgianluigi-cuccureddu%2Fenhancing-your-sales-force-fine-tune-or-transform-thats-question&ei=Hx_mUdO6AorsrAeot4DADw&psig=AFQjCNGbEVMRQclc3HM4Y-eQ58QvR9_AbQ&ust=1374122116398018


22/31

Ensure sales budgets are

being met for the brand
http://www.google.co.in/url?sa=i&rct=j&q=RETURN%20ON%20INVESTMENT&source=images&cd=&cad=rja&docid=zcLekeyWgnl8vM&tbnid=dCPsaXQbNLHZ4M:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.petercanthony.com%2Fleadership%2Fshow-me-the-return-on-investment%2F&ei=eB_mUf2VD43LrQedlICIAQ&psig=AFQjCNHtpz_IAACv_kOyn-Iivj6XSld5rw&ust=1374121835153623


23/31

Deciding on the discounts

within the overall budgets
http://www.google.co.in/url?sa=i&rct=j&q=DISCOUNTS&source=images&cd=&cad=rja&docid=JyqTdlp3rVxCdM&tbnid=0q-1Ih0sBG1_zM:&ved=0CAUQjRw&url=http%3A%2F%2Fextend.thecartpress.com%2Fproducts%2Fdiscounts%2F&ei=0x_mUeeyF8nTrQfKkoG4Cg&psig=AFQjCNF27QuV01yHaf6bIzBMpo-HjRUg8Q&ust=1374122302485865


24/31

Communication of information.

Motivating them
http://www.google.co.in/url?sa=i&rct=j&q=MOTIVATION%20IN%20SALES&source=images&cd=&cad=rja&docid=PXZB6kldH7UrdM&tbnid=7T9ZNB1E5UFNDM:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.firstclassmlmtools.com%2Fblog%2Fdaily-motivation-a-survey-on-how-were-doing&ei=2SDmUe69CsPJrAfOhIDACQ&psig=AFQjCNH3V6lShnC5klor1BF9GPqMu815Xw&ust=1374122473594276


25/31

Responsibilities involving

production department Sales projection and production plan.
http://www.google.co.in/url?sa=i&rct=j&q=PRODUCTION%20AND%20SALES&source=images&cd=&cad=rja&docid=nt6ngtnWUL2xNM&tbnid=Ui47h_3SZNjxoM:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.gov.pe.ca%2Fagriculture%2Findex.php3%3Fnumber%3D78373%26lang%3DE&ei=tCHmUYzYHMe3rAe10IH4Cg&psig=AFQjCNE804xPZz_Ck8fNw_MhtStvLRAOew&ust=1374122762232448


26/31


27/31

Responsibilities involving

finance department

Ensuring that brand expenses are within budgets.

Recommending changes in financial budgets inchanging circumstances.


28/31

Product and Brand ManagementResponsibilities involving senior management.

Presenting marketing plan. Blending companies strategies with branding

strategies.

Getting approvals for innovations in branding and

strategies. Interpersonal skills.


29/31

Summary its fundamentally a marketing job.

Right to consider and recommend anything affectingthe product.

Focus approach on the brand.

Instant recognition.

Unravalled route to senior management.


30/31

DISCUSSION
http://www.google.co.in/url?sa=i&rct=j&q=VANILA%20COKE&source=images&cd=&cad=rja&docid=4x6CEeOyzedOWM&tbnid=ypH65vGx1dkVHM:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.moviegupshup.net%2Fdetails.php%3Fimage_id%3D7744%26sessionid%3D0a698337784031d25a1cdd8589c48544&ei=iCLmUY77HsmKrQf1qoD4Dg&bvm=bv.49405654,d.bmk&psig=AFQjCNEnnLoVz1YTgwyCtati_OkIVLN5hA&ust=1374122985456045


31/31

VANILA COKE

Why the brand failed ?As a brand manager of VANILA COKE what steps you

would recommend in case COKE decides to revive thebrand.

Documents

Product and Brand Management.1.ppt