1、Marketing ManagementReview of Last Session/HousekeepingNew DevelopmentsBrand ManagementPillarsPositioning via the pillarsNPD8 stage process v Landrover practiceCase ExerciseQuestions/Reading for next week精選pptWhat is a Brand?A brand is a name, term, sign, symbol, or design or a combination of them i

2、ntended to identify the goods and services of one seller and to differentiate them from those of the competition-(Bennett, P.D., 1998, AMA)精選pptBranding Basics Contd.Brands are:-What the customer buysthe receptical of the emotional values over and above the functional values of the product/servicemu

3、ch more difficult to copy and thus compete witha major potential source of differentiationlonger-lived - brands can transcend the original product/service. It is the products DNA.精選pptBrand Architecture and EquityBrand KnowledgeBrand Heritage Core ValuesBrand TerritoryBrand PersonalityBrand Properti

4、esBrand LoyaltyBrand Equity精選pptBrand Architecture1.Brand Heritage- The brand brings 2.Core Brand Values- The brand means 3. Brand Territory- The brand competes in 4.Brand Personality- The brand is like5.Brand Properties- The brand owns .Landrover ExampleAccording to Nestl, the strength of the brand

5、s positioning is built on five “pillars”: 精選pptBrand Architecture1.Brand Heritage- The brand brings 2.Core Brand Values- The brand means 3. Brand Territory- The brand competes in 4.Brand Personality- The brand is like5.Brand Properties- The brand owns .Landrover ExampleAccording to Nestl, the streng

6、th of the brands positioning is built on five “pillars”:50 years of Tradition.Britishness. Royalty?4X4 Market. Outdoors.Adventure Market etc.Male, Extrovert, Quietly Assured, Informal conservative.Logo, Brand Oval, BRG and Gold, ShapeGuts, Authenticity, Originality, Ruggedness, Capability精選pptBrand

7、Architecture - Try It Yourself!1.Brand Background- The brand brings 2.Brand Core Values- The brand means 3. Brand Territory- The brand competes in 4.Brand Personality- The brand is 5.Brand Properties- The brand owns .Your Brand ExampleAccording to Nestl, the strength of the brands positioning is bui

8、lt on five “pillars”:精選pptInnovationLife Cycle/BCG ImplicationsBeing the Leader provides advantagesBetter Mousetrap?精選pptRevenueTime0Introduction stageGrowth stageMaturity stageDecline stageThe Product Life Cycle精選pptLeader Advantages*10%20%30%PIONEERFAST FOLLOWERLATE ENTRANTAVERAGE MARKET SHAREMARK

9、ET ENTRY STRATEGY* W.T.Robinson, (1984), ”Market Pioneering and Sustainable Market Share Advantages”精選pptPIMS* and Pioneer AdvantageThe Profit Impact of Marketing Strategy research is based on 3000 SBUs in 450 companies in the US.70% of SBUs with the leading market share were one of the pioneersOnly

10、 40% of the SBUs with less than a leading market share were pioneers*Buzzell, R. and Gale, B. (1987), The PIMS Principles:Linking Strategy to Performance, Free Press精選pptEmerson Was Wrong If a man can write a better book, preach a better sermon, or make a better mousetrap than his neighbor, though h

11、e builds his house in the woods the world will make a beaten path to his door. Ralph Waldo Emerson (1803-82), U.S. essayist, philosopher and poet If you only build a better mousetrap, the world will not beat a path to your door. How will the world know you have the mousetrap? Who cares? Only those w

12、ho have mice -And wish they didnt And dont like catsAnd then, they have to Understand how to operate it Have something to offer you in exchangeAnd before long, a better mouse will come along! 精選pptNew Product strategyIdea GenerationScreeningConcept testingBusiness AnalysisProduct DevelopmentMarket T

13、estingCommercialisationSource: Cooper and Kleinschmidt, 1986, Journal of Product Innovation ManagementThe New Product Development (NPD) Process精選pptThe NPD Process“We should note that new products pass through each stage at varying speeds; some may dwell at a stage for a long period while others may

14、 pass through very quickly”Jobber, Principles and Practice of Marketing, p. 298What will determine this progress?精選pptTypes of New Products20%10%26%26%11%7%New productLinesNew to the CompanyHighLowNew to the marketLowHighNew tothe world productsImprovementsto existing productsCost reductionsAddition

15、s toexiting productlineRepositioningSource:-Booz, Allen and Hamilton, 1982精選pptLandrover Video CaseDiscuss the sort of NPD process that the Discovery went throughHow might the Diffusion of Innovation process have been used to guide the Discoverys commercialisation?精選pptMller Case QuestionVolunteer Group Answer Qs 2In own time, identify the NPD process for Muller yoghurt in the UKAppreciate the likely NPD differences for extensions v new to the world products精選pptNext WeekRead ch. 11 in