8/8/2019 Alcoholic Drink
1/25
GOOD MORNING
8/8/2019 Alcoholic Drink
2/25
THE CUSTOMER BASEDBRANDEQ UITY MODEL
8/8/2019 Alcoholic Drink
3/25
8/8/2019 Alcoholic Drink
4/25
Refers to the marketing effects or outcomes thataccrue to a product with its brand namecompared with those that would accrue if thesame product did not have the brand name.
Consumer s knowledge about a brand makesmanufacturers/advertisers respond differently
or adopt appropriate measures for themarketing of the brand.
8/8/2019 Alcoholic Drink
5/25
MY NEW BRAND OFALCOHOLIC DRINK
8/8/2019 Alcoholic Drink
6/25
8/8/2019 Alcoholic Drink
7/25
MY ALCOHOLICDRINK BRAND IN
THE LIGHT OF CBBEMODEL
8/8/2019 Alcoholic Drink
8/25
S ALIENCE dimension
Product category
Innovation & S trength
Purchase considerationConsumption consideration
Ease of recognition and recall
8/8/2019 Alcoholic Drink
9/25
8/8/2019 Alcoholic Drink
10/25
P ERFORMANCE dimension
P rimary characteristics & supplementaryfeatures
P roduct reliability, durability, and serviceabilityEffectiveness, efficiency, and empathy
Style and design
P rice
8/8/2019 Alcoholic Drink
11/25
PERFORMANCE LITE
Low calorie 40 to 45 caloriesBest for Individual use
Available flavors
8/8/2019 Alcoholic Drink
12/25
PERFORMANCE LITE
Available in 500 ml in stylishcansP rice Rs.85 per can
8/8/2019 Alcoholic Drink
13/25
IMAGERY dimensionUser profiles
Demographic & psychographic characteristics Actual or aspirational Group perceptions -- popularity
P urchase & usage situations Type of channel, specific stores, ease of purchase Time (day, week, month, year, etc.), location, and context of usage
P ersonality & values Sincerity, excitement, competence, sophistication, & ruggedness
H istory, heritage, & experiences Nostalgia Memories
8/8/2019 Alcoholic Drink
14/25
IMAGERY LITE
Targeted mainly to N EW YOUNG GENERATIONbetween 21 to 35
Targeted from upperclass to middle middleclass
8/8/2019 Alcoholic Drink
15/25
IMAGERY LITE
Easy availability inownership based liquoroutlets in India.A new attraction in partiesand functionsSophisticated and attractivelabelingAvailable in easy to use andthrow cans
8/8/2019 Alcoholic Drink
16/25
JU DGEMENT dimensionBrand quality
Value Satisfaction
Brand credibility Expertise Trustworthiness Likability
Brand consideration Relevance
Brand superiority Differentiation
8/8/2019 Alcoholic Drink
17/25
JU DGEMENT LITE
Jugdement could be made for LITE accordingto the different brands present in the marketon the basis of-
1. P rice2. Flavor
3.V
ariety4. Looks5. Features
8/8/2019 Alcoholic Drink
18/25
TOP COMPETITOR S IN INDIA
Kingfisher
Haywards
Royal Challenge
8/8/2019 Alcoholic Drink
19/25
FEELING dimension
WarmthFun
Excitement SecuritySocial approval
Self-respect
8/8/2019 Alcoholic Drink
20/25
FEELINGLITE
The new look and flavor creates fun andexcitement in parties
Most of the women does not prefer beer forits strong taste, the varied flavors of LITE would increase the consumption of beeramong womenGood for health conscious consumers
8/8/2019 Alcoholic Drink
21/25
RES ONANCE dimension
Behavioral loyalty Frequency and amount of repeat purchases
Attitudinal attachment L
ove brand (favorite possessions; a little pleasure ) P roud of brand
Sense of community Kinship Affiliation
Active engagement Seek information Join club Visit web site, chat rooms
8/8/2019 Alcoholic Drink
22/25
RES ONANCE LITE
Strong Marketing strategy to increasecustomer loyaltyP
romotional and advertising initiatives
8/8/2019 Alcoholic Drink
23/25
RES ONANCE LITE
The proud of the brand are its looks andfeatures
The brand website to receive suggestions andimprovement
8/8/2019 Alcoholic Drink
24/25
RES ONANCE LITE
Using BUZZ MARKETING strategyEvent sponserships
8/8/2019 Alcoholic Drink
25/25
TH ANKYOU