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    PBM - Marketing Activities and IMC

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    Rishika Madhukar
    1. The document discusses strategic brand management and marketing activities that can build brand equity, including identifying brand positioning, designing brand marketing programs, and growing brand equity over time. 2. It explores how product, pricing, and distribution strategies can enhance brand awareness, image, responses, and resonance. Specific tactics mentioned include perceived quality, aftermarketing support, price perceptions and value pricing. 3. The role of integrated marketing communications like advertising, promotions, events, and mobile marketing in informing consumers and contributing to brand equity is also examined.

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    PBM - Marketing Activities and IMC

    Uploaded by

    Rishika Madhukar
    12 views12 pages
    1. The document discusses strategic brand management and marketing activities that can build brand equity, including identifying brand positioning, designing brand marketing programs, and growing brand equity over time. 2. It explores how product, pricing, and distribution strategies can enhance brand awareness, image, responses, and resonance. Specific tactics mentioned include perceived quality, aftermarketing support, price perceptions and value pricing. 3. The role of integrated marketing communications like advertising, promotions, events, and mobile marketing in informing consumers and contributing to brand equity is also examined.

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    1. The document discusses strategic brand management and marketing activities that can build brand equity, including identifying brand positioning, designing brand marketing programs, and growing brand equity over time. 2. It explores how product, pricing, and distribution strategies can enhance brand awareness, image, responses, and resonance. Specific tactics mentioned include perceived quality, aftermarketing support, price perceptions and value pricing. 3. The role of integrated marketing communications like advertising, promotions, events, and mobile marketing in informing consumers and contributing to brand equity is also examined.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    12 views12 pages

    PBM - Marketing Activities and IMC

    Uploaded by

    Rishika Madhukar
    1. The document discusses strategic brand management and marketing activities that can build brand equity, including identifying brand positioning, designing brand marketing programs, and growing brand equity over time. 2. It explores how product, pricing, and distribution strategies can enhance brand awareness, image, responses, and resonance. Specific tactics mentioned include perceived quality, aftermarketing support, price perceptions and value pricing. 3. The role of integrated marketing communications like advertising, promotions, events, and mobile marketing in informing consumers and contributing to brand equity is also examined.

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    PRODUCT & BRAND

    MANAGEMENT

    Marketing Activities & IMC to Build


    Brand Equity

    Dr. Manu Kanchan


    STRATEGIC BRAND MANAGEMENT

    Strategic Brand Management

    1. Identifying and developing brand plans


     What brand is to represent & how to be positioned wrt competitors
    2. Designing and implementing brand marketing
    programs
     Brand elements, marketing activities, secondary association
    3. Growing and sustaining brand equity
     Defining Brand Architecture, Brand Extensions, Managing Brand
    Equity over Time

    Manu Kanchan
    STRATEGIC BRAND MANAGEMENT

    Strategic Brand Management

    2. Designing and implementing brand marketing programs


     Building Customer Based Brand Equity
    a. Brand Elements,
    b. Secondary Association,
    c. Marketing Activities

    Manu Kanchan
    MARKETING ACTIVITIES TO BUILD BRAND
    EQUITY

     How do marketing activities in general – and product,


    pricing, and distribution strategies in particular—build
    brand equity?
     Enhance brand awareness, improve the brand image, elicit
    positive brand responses, and increase brand resonance

    Manu Kanchan
    MARKETING ACTIVITIES TO BUILD BRAND
    EQUITY
    Product Strategies
     At the heart of a great brand is invariably a great
    product

     Perceived Quality
     Customers’ perception of the overall quality or superiority of a
    product or service compared to alternatives and with respect
    to its intended purpose
     Functional product performance

     Aftermarketing
     User Manuals
     Customer Service Programs 5

    Manu Kanchan
    MARKETING ACTIVITIES TO BUILD BRAND
    EQUITY
    Pricing Strategies

     Consumer Price Perceptions


     Consumers often rank brands according to price tiers in a
    category
     Range of acceptable prices within price tiers – price
    bands
     Price – Quality
     Perceived Value a function of Perceived Quality and Price

    Manu Kanchan
    MARKETING ACTIVITIES TO BUILD BRAND
    EQUITY
    Pricing Strategies
     Costs of making and selling products

     Relative prices of competitive products

     Value Pricing
     To sell the right product at the right price—to better meet
    consumer wishes
     The right blend of product quality, product costs, and
    product prices
     Everyday Low Pricing

    Manu Kanchan
    MARKETING ACTIVITIES TO BUILD BRAND
    EQUITY
    Channel Strategies
     Manner by which a product is sold or distributed –
    profound effect on equity

     Channel Design
     Direct Channels
     Company-owned stores – Control over selling process & stronger
    relationship with customers
     Indirect Channels
     Consumers make assumptions such as “this store only sells good-
    quality, high-value merchandise, so this particular product must
    also be good quality and high value.”

    Manu Kanchan
    MARKETING ACTIVITIES TO BUILD BRAND
    EQUITY
    Channel Strategies

     Customer’s Viewpoint
     Information,
     Entertainment,
     Experience

    Manu Kanchan
    INTEGRATING MARKETING
    COMMUNICATIONS
     means by which firms attempt to inform, persuade, and
    remind consumers – directly or indirectly – about the brands
    they sell

     Advertising
     Sales Promotions
     Events Marketing
     Mobile Marketing

    10

    Manu Kanchan
    IMC & BRAND EQUITY
     Build effective and efficient marketing communication
    programs
     Its ability to contribute to Brand Equity

    11

    Manu Kanchan
    CRITERIA FOR IMC OPTIONS

    Proportion of the audience reached by each


    Coverage
    communication option
    Contribution Creating desired response
    extent to which common information conveyed by
    Commonality different communication options shares meaning across
    communication options
    extent to which different associations and linkages are
    Complementarity
    emphasized across communication options
    extent that a marketing communication option
    Conformability
    is robust and effective for different groups of consumers
    Cost most effective and efficient communication program

    12

    Manu Kanchan

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