Mina Maged Brands - An identifiable product augmented & the buyer perceives unique, added values. -Nescafe & Misr cafe -Brand personality = Design, colour,

Mina Maged

Mina Maged

Brands- An identifiable product augmented & the buyer

perceives unique, added values.

-Nescafe & Misr cafe

-Brand personality =

Design , colour, typography,….etc

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Brand Values

-Quality -Innovation -Value for money -Fun -A sense of challenge

Your input

VolvoIBMArmy supermarket

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Brand Loyalty-Reduce brand switching

-Brand recognition vs Brand preference

BMW vs Mercedes

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Brand Strategies 1.Coprparte branding :Heinz or Montana Pros: Creating a strong image& creating economies of scale in cost

of promotion Cons: The failure of any individual product affect the reputation of

the others.2. Multi-branding : Neslte & Dolce (premium & discount brands) Pros: Building barrier against competitors Cons : Each brand requiring a separate budget .

3.Range brand : Nokia N series , the family 4.Private brand Carrefour bread !!! Pros: economic products. Cons : Direct contact !!

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Brand Threats• Competition

• Brand names (misuse or copying of brand names).

Kleenex vs Nescafe

• Copyright (trademarks, designs and logos)

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Tips on Branding• Make quality a priority

• Offer superior service

• Get there first

• Differentiate your brands

• Deliver consistency.

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Tips on Branding• Can be recognized quickly.

• It also allows premium prices.

• It is perceived of low risk products.

• It creates a loyalty to the product.

• You expect the same quality everywhere (Sheraton)

• Could be international

• Protect against generics

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-Coca –Cola brand is valued at $ 69 billion

-IBM brand at $ 53 billion

-Kodak brand at $ 12 billion

Brand equity

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The World’s 25Most Valuable Brands

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Product Management

1. Depth: How many products in a line

2.Breadth : How many lines in a mix.

**Apply on Mitsubishi /P&G..

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Product Mix Decisions

Procter & Gamble's Product Mix

Baby Care Beauty Care Fabric & HomeCare

Food &Beverage

Crest TartarProtection

Crest CavityProtection

Crest Multicare

Six Toothpastes in Line

Health Care

Width – number of different product lines

Depth – number of versions offered of each product in line

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Implementation ,The corner stone

“The real strategic problem in marketing is not strategy ,it is managing the

implementation &change” Piercy 2002

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Key Strategic Implementation factors

1-Leadership2-Strategy3-Culture4- Structure5-Resources6-Skills7-Systems8-Controls

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Situational Leadership Model

Participating Delegating

Telling

Follower Motivation

Fo

llow

er A

bili

ty

Low High

Low

High

Selling

Supportive leader behavior

Directive leader behavior

Adapted from Exhibit 11.3: Hersey and Blanchard: Situational Leadership Model

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Implementation barriers1. Weak support from the chief executive and top management2. Lack of a plan for planning3. Lack of line management support4. Confusion over planning terms5. Numbers in place of written objectives and strategies6. Too much detail, too far ahead7. Once-a-year ritual8. Separation of operational planning from strategic planning9. Delegation to a planner10. Failure to integrate marketing planning into total planning

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Monitoring & Control

What you can not measure it ,

It will not happen

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Key elements of monitoring 1-Objective setting

2- Setting performance standards

3- Monitoring and evaluation of performance

4 -Reaction - Taking corrective action

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Benchmarking- Measuring and comparing an organization's

business processes and achievements against acknowledged process leaders

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Examples of Marketing metrics

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Examples of Marketing metrics

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Examples of Marketing metrics

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Examples of Marketing metrics

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Examples of Marketing metrics

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Balanced Score Cards

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Forecasting

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Introduction• Pure scientific approach vs experience

• Most challenging for business

• Forecasting market size .growth ,demand ,adoption rates ,competitors performance

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Forecasting methods• Judgmental :

DELPHI & Sales force composite

• Time series forecasting:

• Causal Forecasting:

Correlation &regression

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Important Tip

Confirm your forecast by using different methods

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Others Practical ways to forecast

• By Market trend

• By users behavior

• By competitors performance

• By similar market simulation

Mina Maged

Till next week !!!minafanos@hotmail.com

0106613178