Study of Fmcg+Service+Consumer Durable Brand Using CBBE Model

8/8/2019 Study of Fmcg+Service+Consumer Durable Brand Using CBBE Model

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Study of a

FMCG,

Consumer Durable

Servicebrand using CBBE Model

By Group # 4

Mehul J. Sudra 10EX-025

Rajesh Kumar Gupta 10EX-039

Siddharth Khetawat 10EX-049

Sunil B Prabhu 10EX-051


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Brand Equity

In verysimple terms, it is the product of

sales x equity x audience size x market potential

which determines brandvalue

CBBE

Customer-based brand equity is defined as the differential effect that brandknowledge has on consumer response to the marketing of that brand.


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CBBE MODEL

Left Hand Side of the Pyramid-Rationale Route to Brand Building

Right Hand Side of the Pyramid-Emotional Route to Brand Building


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Brand Building BlocksBrand Salience is how often and how easily customers think of the brand under

various purchase or con

sumption

situation

s for e.g..:Photocopy-XEROX/Toothpaste-Colgate etc.

Brand performance is howwell the product or service meets customers

functional needs fore.g.Mileage/Power Steering etc. in terms of Passenger

vehicles.

Brand imagery describes the extrinsic properties of the product or services,

including the ways inwhich the brand attempts to meet customers psychological

or social needs.for e.g.LIC for security.

Brand judgements focus on customers own personal opinions and evaluations.

Fore.g. Bata for Footwear.

Brand feelings are customers emotional responses and reactions

with respect to the brand for e.g Dettol for Protection

Brand Resonance An association of the brand in customers minds.

Eliciting the proper customer responses in terms of brand related judgement and feelings.

Converting brand response to create an intense, active loyalty relationship between customers and

the brand.for e.g TATA


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TOP TEN BRANDS ACCORDING TO ECONOMIC

TIMES

Current Year Rating-2010 Companies Last Year Rating-2009

1 Nokia Mobile 1

2 Colgate 2

3 Lux 3

4 Dettol 5

5 Britannia 9

6 Lifebuoy 4

7 Clinic Plus 15

8 Pond`s 16

9 Fair & Lovely 18

10 Pepsodent 8


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Maggi Brand (FMCG)


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Maggi - Brand Salience

Depth of Brand Awareness

'Mummy, bhookh lagi hai' (Mom,I'm hungry),'Bas 2-Minute,'

(Only 2 minutes)

and 'Fast to Cook Good to Eat'

The noodles' tagline,'Fast to Cook Good to Eat

Popular among age category of 5 + years.

Breadth of Brand Awareness

Ease of cooking

Good in taste

Hits the customer mind instantly maximum number of times.


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Brand Performance

I. Nutritious/Hygienic.II. Affordable/Value for Money.

III. Delicious-Different Flavours-Masala/Curry.

IV.EasyAccess/Convenient Packaging.

Brand Imagery

I. Consumer category includes people above five years of

age.

II. Affordability and ease of cooking makes the product a hit

in all consumer pschycological categories.

III.Availability across all retail channels.

IV.Any time consumptionwelcome.

V. Creates excitement among consumers.

VI. People of age group 20-30 have a nostalgic feelings.


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Brand Judgement

I. Value derived from brand Nestle. (Stands for good quality)

II. Satisfaction derived from the good taste and healthy snacks.

III.Credibility in terms of parent brand and others.

IV.Likability because of taste.

V. Brand superiority over other available noodle packages.

Brand Feelings

I. WARMTH In the market for more than 3 generations.

II. Fun Since good to taste hence has created a feeling of fun.

III. Excitement Created because of taste and ease of making.

IV.Security Healthy in content hence secure for consumers.

V. SocialApproval Because of parent brand image Nestle the

product has gained a social approval.


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Brand Resonance

I. Yesterday`s kids & today`s grown ups have 25 years worth of storiesto share - intimate, funny, cute, sweet, dramatic and sometimes,

poignant.

I. Me and Meri Maggi campaign taps into the warmth, variety and

authenticity of its loyal users,

II. www.meandmeri.in.

III. Stories via SMS and letters.


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SBI-Brand Services

Largest Nationalized Bank for India.

Main competitors ICICI Bank, Punjab National Bank &

Canara Bank.

Large network of branches and ATMs.


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SBI-CBBE MODEL


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Brand Salience

I. SBI has been associated with branding of financial services.

II. With SBI a customer identifies for his banking needs.

III. Public Limited Company

Brand Performance

I. Availability of all financial products and services within oneroof.

II. Affordability achieved by proper segmentation.

III. High on customer services.

IV. Government Backing.


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Brand Imagery

I. BANKER TO EVERY INDIAII. Largest number of Branches andATM Machines across the

country.

III. Services customers from Rural to Urban areas.

IV. CEO to blue collarworkmen (daily wagers).

V. Oldest bank in the countryVI. Ad campaign showing association of Every Indianwith the

Bank.

VII. Brand Judgement

I. Unmatched quality in terms of products offered.II. Having strong govt. backing

III. High on relevance in financial services industry

IV.Considered superior in comparison of other competing Indian

Banks.


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Brand Feelings

SBI products for the eldest in the house to the youngest.I. Warmth : Can relate to old family values.

II. Security : In terms of reliability in dealing compared with

private sector banks.

III. SocialApproval: In terms of acceptance from all levels in

society

Brand Resonance

I. The relationship in terms of accounts as old as four

generations.II. Strong associationwith the nation.

III. Banker to every India.


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Consumer Durable Brand-Apple


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Apple Brand Salience

Familiar, friendly

yet Irresistible !


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Brand Salience

Need to build brand identity in a new user segment

Knowledge Workers in Medium businesses, Colleges, Small Businesses,

Large Businesses and and Homes

Great product + Appropriate marketing approach = Right Brand Identity

Apple Mac Release 1983

Apple Approach

Tease campaign with network television and wall street journal

Macintosh Ad during the 1984 Winter Olympics

Ad on network and spot television with "Apple People" advertising

Hands-on experience to media, demo stations at dealer

Publications of MacWorld magazine

Apple's famous 1984 Super Bowl ad for Mac Give Power to the masses


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What

Aesthetic design Compact

Ease of use

State of the art technology

- Brand PerformanceHow

Extensive Research Strong Design

Meticulous planning

Introduction of Apple IPOD

Digital Audio Market - No stand-out

devices in the market

Apple Ipod Product features

5 GB storage capacity 1000

songs storage

Small Size

Hard Disc for storage

CD to ipod conversion tool

Get a Mac Campaign Points of differentiation with PC


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Brand Imagery

Association

Wealthy, Innovators, People with good jobs, Good lifestyle, being

different

Apple Mac Computer for the rest of us ?

Brand for the smart, independent and informally classy

person

Association with personalities

iPod boxes featuring the images of famous musicians: Jimi Hendrix and

Miles Davis


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Brand Judgment

Attractive

Consistent

Innovative

Attractive

We build the products that we want to use ourselves.

Steve Jobs, CEO, Apple Inc


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Brand Feeling

Fun , excitement, sense of pride, positive self image

Multi touch Screen

Exciting Games

Fast Internet Access

Portrait and Landscape

Page layout

Apps made just for Apple

Apple Ipad Excitement

Unlimited !


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Brand Resonance

Building Brand Resonance

Mac User Groups

Mac world Expo

Turning class rooms into showrooms

Exclusive Mac Stores


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Study of Fmcg+Service+Consumer Durable Brand Using CBBE Model

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