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ASCIHealthcare Mktg Module 2008
PRODUCTPRODUCT=TANGIBLE OBJECT
A Product is a produced item which has
• Tangibility (it can be touched and handed from one person to another)
• Attributes & Features (objectively assessable properties)
• Also can have symbolic signatures (distinctive graphic elements)
ASCIHealthcare Mktg Module 2008
BRANDBRAND= IDEA
• A “ Brand” is a set of ideas which from an image theconsumer (and trade) holds about the product(s) under a Brand Name.
• It is this set of ideas which makes a product worth more or less to the consumer.
ASCIHealthcare Mktg Module 2008
LET’S TRY THIS OUT• What name comes first to your mind on seeing
the following words
– Car
– Cold drink
– Film star
– Cricket
– MBA
– MHA
ASCIHealthcare Mktg Module 2008
A brand is
like a reputation
for a person.
You earn reputation
by trying to do
hard things well
ASCIHealthcare Mktg Module 2008
Product = Commodity
A product is a produced item always possessing these characteristics:• Tangibility• Attributes and • Features
Brand = “Mind Set”
The sum of all communications and experiences received by the consumer and customer resulting in a distinctive image in their “mind set” based on perceived emotional and functional benefits.
ASCIHealthcare Mktg Module 2008
Relative Brand DistinctionThe more distinctive or different a brand is in the
consumers “mind set”, the stronger brand preference becomes. This is critical to keeping
competition from the consumer’s consideration. OWN Something
Strong Brand
Perceived by theConsumer as
Unique
Products(Commodities)
No DifferenceExcept Price
BrandName
Well KnownBut Similar
Brand
Distinctive
Timothy D. Ennis, Ennis Associates, Inc
ASCIHealthcare Mktg Module 2008
WHAT IS A PRODUCT ?
• Kotler’s Five levels to a product:
Generic Product
CORE BENEFIT
Expected Product
Augmented Product
Potential Product
ASCIHealthcare Mktg Module 2008
CORE BENEFIT
The Fundamental Need or Want that consumers satisfy by consuming the product or service
WHAT IS A PRODUCT ?• Kotler’s
Five levels to a product:
ASCIHealthcare Mktg Module 2008
CORE BENEFIT
Generic Product
Basic Version of the product containing only those elements absolutely necessary to function. No distinguishing features.
WHAT IS A PRODUCT ?
• Kotler’s Five levels to a product:
ASCIHealthcare Mktg Module 2008
CORE BENEFIT
Generic Product
Expected Product
Attributes and Characteristics that buyers normally expect and agree to when they purchase a product
WHAT IS A PRODUCT ?
• Kotler’s Five levels to a product:
ASCIHealthcare Mktg Module 2008
CORE BENEFIT
Generic Product
Expected Product
Augmented Product
Additional product attributes, benefits, or related services that distinguish the product from competitors
WHAT IS A PRODUCT ?• Kotler’s
Five levels to a product:
ASCIHealthcare Mktg Module 2008
CORE BENEFIT
Generic Product
Expected Product
Augmented Product
Potential Product All the augmentations and transformations that a product might ultimately undergo in the future
WHAT IS A PRODUCT ?• Kotler’s
Five levels to a product:
ASCIHealthcare Mktg Module 2008
Generic Product
CORE BENEFIT
Expected Product
Augmented Product
Potential Product
The Fundamental Need or Want that consumers satisfy by consuming the product or service
Generic ProductBasic Version of the product containing only those elements absolutely necessary to function. No distinguishing features.
Expected ProductAttributes and Characteristics that buyers normally expect and agree to when they purchase a product
Augmented ProductAdditional product attributes, benefits, or related services that distinguish the product from competitors
Potential ProductAll the augmentations and transformations that a product might ultimately undergo in the future
WHAT IS A PRODUCT ?• Kotler’s
Five levels to a product:
ASCIHealthcare Mktg Module 2008
Generic Product
CORE BENEFIT
Expected Product
Augmented Product
Potential ProductKotler’s Five Levels
of A Product
Products(Commodities)
No DifferenceExcept Price
BrandName
Well KnownBut Similar
Brand
Distinctive
Strong Brand
Perceived by theConsumer as
Unique
BRAND DISTINCTION by Timothy D. Ennis
WHAT IS A BRAND ?
ASCIHealthcare Mktg Module 2008
Generic Product
CORE BENEFIT
Expected Product
Augmented Product
Potential ProductKotler’s Five Levels
of A Product
Products(Commodities)
No DifferenceExcept Price
BrandName
Well KnownBut Similar
Brand
Distinctive
Strong Brand
Perceived by theConsumer as
Unique
BRAND DISTINCTION by Timothy D. Ennis
OWN Something
WHAT IS A BRAND ?
ASCIHealthcare Mktg Module 2008
• This example explains that guests of a hotel come to stay for the most fundamental, core benefit, which is a place to sleep.
• The second level or basic product provides the hotel customer with the necessities, including a bed and a bathroom.
• The third level or the expected product is a step up toward more customer value with the customer expecting clean facilities and a room that is neat and tidy.
Hotel Example on 5 Levels to a Product
ASCIHealthcare Mktg Module 2008
• The next level of satisfaction is the augmented product, a level that is meant to exceed customer expectations. A hotel room that includes HBO and Showtime and perhaps mints on a pillow might qualify as an augmented product.
• The final level of perceived customer value is the potential product or the level that seeks to be everything and more to its customer. At this level of satisfaction, the hotel guests are delighted at the great lengths the hotel goes to satisfy a variety of needs.
Hotel Example on 5 Levels to a Product
ASCIHealthcare Mktg Module 2008
Source of company wealth for generations Improves with Age Develop clearly defined personalities Develop affection & loyalty of the public Become parents to sub-brands and brand extension
WHY DEVELOP A BRAND ?
Brands = Powerful Emotional Tools
ASCIHealthcare Mktg Module 2008
Truly understood brands are the things which patrol the boundary between people and the world outside them.
A brand with an emotional difference can potentially command a premium forever.
WHY DEVELOP A BRAND ?
ASCIHealthcare Mktg Module 2008
Don’t JUST sell products
Communicate Clear Values
Stretch Across a Number of Products
Attached to Consumers/ NOT Products
Individualized Relationships
SUCCESSFUL BRANDS
ASCIHealthcare Mktg Module 2008
Deep respect for the way products fit into
consumer’s lives = “core” of success
Consumer Relationship = Loyalty
Social Changes in their favor
ASCIHealthcare Mktg Module 2008
Most successful brand launches
10 most successful brand launches
• Swift
• Indian Idol
• Kingfisher Airlines
• KBC II
• Toyota Innova
• Motorola Motorazr
• Livon
• Fame Gurukul
ASCIHealthcare Mktg Module 2008
• A strong brand influences the buying decision and shapes the ownership experience.
• Branding creates trust and an emotional attachment to your product or company. This attachment then causes your market to make decisions based
• A strong brand can command a premium price and maximize the number of users.
• Branding helps make purchasing decisions easier. A strong brand will help your customers trust you and create a set of expectations about your products without even knowing the specifics of product features.
• Branding will help you "fence off" your customers from the competition and protect your market share while building mind share.
Benefits of a Strong Brand
ASCIHealthcare Mktg Module 2008
Benefits of a Strong Brand• A strong brand can make actual product features virtually
insignificant.
• A strong brand helps you sell value and the intangibles that surround your products.
• A strong brand signals that you want to build customer loyalty, not just sell product. A strong branding campaign will also signal that you are serious about marketing and that you intend to be around for a while. A brand impresses your firm's identity upon potential customers,
• Branding builds name recognition for your company or product.
• A brand will help you articulate your company's values and explain why you are competing in your market.
ASCIHealthcare Mktg Module 2008
PRODUCT / BRAND RELATIONSHIP
A product only becomes a brand when its very name
evokes in the consumer’s mind a clear and consistent
image. It takes discipline, perseverance and creativity to
build a strong brand.
ASCIHealthcare Mktg Module 2008
Brands are not built by
Advertising
But by the brand
Experience
ASCIHealthcare Mktg Module 2008
STEPS TOWARDS BRANDING
• Building Brands in the new economy• Clarify the corporation’s basic values • Define brand footprint and brand’s basic essence to be
delivered wherever it is sold.• Develop a more comprehensive brand-building plan.• Use the brand-value proposition as the key driver of the
company’s strategy, operations, services, and product development.
• Measure their brand-building effectiveness, by a more comprehensive set of measures including customer-perceived value, customer satisfaction, customer share of wallet, customer retention, and customer advocacy.
ASCIHealthcare Mktg Module 2008
BUILDING BRANDS
Clarify Corporation Values • Everyone in the company lives the brand
– Three ways to carry on internal branding – Employees must
– Understand
– Desire, and
– Deliver on the brand promise
• Corporate Vision
• Corporate Mission statement
ASCIHealthcare Mktg Module 2008
• The First thing you need to do is create a marketing vision to rally your forces.
“Where there is no vision, the people perish.”
BUILDING BRANDS
ASCIHealthcare Mktg Module 2008
“Wockhardt Hospitals will strive
with excellence to fulfill the needs
of the community in its chosen
field of medical treatment”
WOCKHARDT HOSPITALS VISION
ASCIHealthcare Mktg Module 2008
Various Mission statements
• Goodyear• “Our mission is constant improvement
in products and services to meet our customers’ needs. This the only means to business success for Goodyear and prosperity for its investors and employees.
ASCIHealthcare Mktg Module 2008
Intel Corporation
• “Do a great job for our customers, employees, and stockholders by being the preeminent building block supplier to the computing industry.”http://www.Intel.com/
ASCIHealthcare Mktg Module 2008
Marriott
• Grow a worldwide lodging business using total quality management (TQM) principles to continuously improve preference and profitability. Our commitment is that every guest leaves satisfied.
ASCIHealthcare Mktg Module 2008
MISSION STATEMENT WOCKHARDT HOSPITALS
“To serve and enrich the quality of life of patients suffering from diseases, through the efficient deployment of technology and human expertise, in a caring
and nurturing environment with the greatest respect for human
dignity and life”
ASCIHealthcare Mktg Module 2008
Merck & Co.,Inc• The mission of Merck & Co., Inc., is
to provide society with superior products and services—innovations and solutions that satisfy customer needs and improve their quality of life—to provide employees with meaningful work and advancement opportunities and investors with a superior rate of return.
ASCIHealthcare Mktg Module 2008
LIC’s Vision Mission• Mission
"Explore and enhance the quality of life of people through financial security by providing products and services of aspired attributes with competitive returns, and by rendering resources for economic development."
Vision"A trans-nationally competitive financial conglomerate of significance to societies and Pride of India."
ASCIHealthcare Mktg Module 2008
DHLVision
“Customers trust DHL as the preferred global express and logistics partner, leading the industry in terms of quality, profitability and market share.”
From our current work, there are signals that our customers – particularly those that are global brands – have increasingly rigorous expectations of their suppliers in terms of their ethical, social and environmental performance.
Mission
DHL enhances the business of our customers by offering highest quality express and logistics solutions based on strong local expertise combined with the most extensive global network presence
• DHL attracts, develops and retains exceptional people by creating a truly global working environment and placing value on our multi-cultural heritage
DHL delivers above-average returns by providing superior quality and solutions at all levels of the business processes
• DHL is a responsible corporate citizen in all countries in which we operate, taking into account the social and environmental needs of our employees, local communities and the public
ASCIHealthcare Mktg Module 2008
Thomas Cook
• Our Vision• To become the No. 1 company
in all our Core Businesses through Customer Focus and Teamwork
• Our Mission• Exceptional Service from
Exceptional People
ASCIHealthcare Mktg Module 2008
Whirlpool• Our all pervasive vision of Every Home...
Everywhere, with Pride, Passion and Performance rests on the pillars of Innovation, Operational Excellence, a customer-centric approach and diversified talent. These are embedded in our business goals and strategy, processes and culture.
• Be it our products that are the result of innovation and operational excellence to meet every need of our consumers or the people behind these products that come from a wide spectrum of backgrounds thus depicting diversity in talent, everything we do features a distinct Whirlpool way.
ASCIHealthcare Mktg Module 2008
Hero Honda• Vision• Hero Honda’s mission is to strive for
synergy between technology, systems and human resources, to produce products and services that meet the quality, performance and price aspirations of its customers. At the same time maintain the highest standards of ethics and social responsibilities.
• Mission
ASCIHealthcare Mktg Module 2008
BRAND EQUITY
A Brand’s Equity
is
everything
that would have to go with it
if it were sold to another company.
ASCIHealthcare Mktg Module 2008
BRAND EQUITY
This includes the following elements:
Consumer Perceptions, Attitudes, Behaviour
Consumer Sales Levels & Market Share
Distribution Channel Status
Factory Sales Level
Predictable Profits
ASCIHealthcare Mktg Module 2008
BRAND’S FOOTPRINT
Brand’s Footprint is the unique imprint
it makes upon the consumer’s mind.
ASCIHealthcare Mktg Module 2008
Brand’s Footprint is the unique imprint it makes upon the consumer’s mind.
It is up to us as marketers to be sure each brand’s footprint is deep, clear and attractively distinctive. Global brands need to press the same footprint everywhere in the world, but they must be sure to allow for differences in the cultural soil.
Brands leave footprints by what they do, whether by plan or by accident.
A distinctive and positive brand footprint requires planning and fanatic commitment to imprinting it.
ASCIHealthcare Mktg Module 2008
FOOTPRINT ELEMENTS (FORMAT & CRITERIA)A well-designed Brand Footprint looks like this:
BRAND:BRAND:
CORE VALUES Three 1-2 word
descriptions of the brand’s inner driving
priorities
CORE VALUES Three 1-2 word
descriptions of the brand’s inner driving
priorities
PERSONALITY Three 1-2 word traits that would describe the brand if it were a
person
PERSONALITY Three 1-2 word traits that would describe the brand if it were a
person
BRAND ESSENCE
The central point of the Brand’s
Relationship with its consumer
BRAND ESSENCE
The central point of the Brand’s
Relationship with its consumer
ASCIHealthcare Mktg Module 2008
Governing Ideas of Any Organization or Individual
• A Vision, a purpose or mission, and core values are the governing ideas behind any enterprise -individual or organizational.
• These ideas answer three critical question: "What?" "Why?" and "How?"
ASCIHealthcare Mktg Module 2008
• Footprint Essentials– Footprint development should be done with
ample research and time to get it right
– Entire organisation and outside agencies should be passionately committed to executing the footprint
– Brand footprint should stay in place for a lllloooonnnnggggg time
ASCIHealthcare Mktg Module 2008
BRAND FOOTPRINT EXAMPLES
Core Values PersonalityFun-LovingHonest
AmericanSocially Active
Essence
The refreshing bond between people everywhere
RefreshmentBonding
peopleAlways there
ASCIHealthcare Mktg Module 2008
BRAND FOOTPRINT EXAMPLES
Core Values Personality
Young-MindedAggressive“Cool”
Essence
The soft drink for today’s tastes and experiences
EnjoymentBeating CokeUp-To-Date
ASCIHealthcare Mktg Module 2008
BRAND FOOTPRINT EXAMPLES
Core Values PersonalityWarm,
EmotionalDependableHelpful
Essence
The loving relative who preserves the family’s stories
Highest QualityFamily MomentsConsistently Simple
ASCIHealthcare Mktg Module 2008
BRAND FOOTPRINT EXAMPLES
Core Values Personality
CreativeTechnicalQuiet
Essence
The technological edge of knowledgeable photographers
Truest ColorsCapture
SubtletiesReasonable Price
ASCIHealthcare Mktg Module 2008
• Positioning the product– Positioning is the tool we use to place our
product foot in the consumer’s mind
– It places the product in a competitive
frame of reference
– It conveys the benefit it intends to own in
the mind of the core target consumer
ASCIHealthcare Mktg Module 2008
• Positioning the product– Positioning answers the following questions
• What kind of a thing is it?
(what category does it compete in)
• What benefit does it offer?
(what is its zone of authority)
• For whom is it?
( Is it for people who are like
me)
ASCIHealthcare Mktg Module 2008
• Positioning essentials– Do your homework?
• What is our market like?• Who is our target customer?• What is our employees outlook?• What is our organizational strength and weakness?• Who is our competitor?• What is our competitors strength and weakness?
– Positioning is a long term strategic decision. It will take consistency, time and money to achieve a deeply etched position in consumer’s mind
ASCIHealthcare Mktg Module 2008
• Positioning essentials– Consumers usually associate a category’s
standards with the given category leader.
– No brand can be all things to all people. Even the
leader must claim a key, characteristic benefit
– Brands which are not leaders must define their
positioning relative to the leader’s
– Everything that the brand does that touches the
consumer must be consistent with its positioning
ASCIHealthcare Mktg Module 2008
Remember, the first perception
in the mind grows roots and is very
hard to change
ASCIHealthcare Mktg Module 2008
Elements of Positioning Statement
A. TARGET MARKET
• I am the type of person who ________________________________ (soft drink users)( habit or attitude relating to product usage)
• I like to think of myself as _________________________________(modern)(relevant values)
• And I want to be seen as _________________________________(Young & Up-to-date)(social image)
ASCIHealthcare Mktg Module 2008
WHO is our Core Target Customer ?
1. Have we defined him/her as a person with needs, wants, hopes and desires, or are they defined as data and demographics ?
2. Would the target recognise him/herself and care about being part of that group ?
3. Does our target have a real reason to be interested in our product and its category ?
4. Is the size of the target group as large as identity and interest will allow? What about its trend and potential? What other clusters are evident-their size, trend and potential?
ASCIHealthcare Mktg Module 2008
TARGET MARKET
1. MEANINGFUL IDENTITY: Would the target consumer
recognise themselves in the statement and care about being
part of this group?
2. MOTIVATION : Does my “target market” statement
capture the target consumer’s core need which is answered
by our product’s owned benefit?
3. SIZE : Is the target stated as broadly as #1 & 2 above will
allow ?
ASCIHealthcare Mktg Module 2008
ELEMENTS OF POSITIONING STATEMENT
B. FRAME OF REFERENCE
• So when I’m shopping for (in the market for) a _______________________________(Soft Drink)(category/segment name)
• I prefer_______________________________(Pepsi)(your brand name)
ASCIHealthcare Mktg Module 2008
WHAT frame of reference offers opportunity ?
1. Does your target really understand what product(s) our brand replaces?
2. Do prospects regularly use this category or segment?
3. How large and profitable is the segment ? What trends are evident and anticipated?
4. How strong in share, awareness and perception is the competition?
5. How will the competition react? Will expected returns be worth the fight?
ASCIHealthcare Mktg Module 2008
FRAME OF REFERENCE
1. SIMPLICITY : Would the consumer know exactly which type
of product ours is ? Have we defined a real “competitive set?”
2. RELEVANCE : Is our frame of reference relevant to the
target’s need and is our benefit relevant within this frame of
reference?
3. SIZE : Are we being sufficiently (but not overly) ambitious in
the competitive set we are going after ?
ASCIHealthcare Mktg Module 2008
ELEMENTS OF POSITIONING STATEMENT
C. OWNED BENEFIT
• Because it gives me a feeling of _______________________________(That is most in style
(their feeling or experience) and wanted more soft drink today)
• (Optional) as a result of _______________________________(B’coz It has the taste(factual support) “With It” People Prefer)
ASCIHealthcare Mktg Module 2008
WHAT unique benefit can our brand own?
1. What important benefit perception can we own?
2. Of these, what can our product deliver?
3. Does our core target want our unique benefit without further explanation? Is it important to them?
4. How competitively advantageous will it be to own this benefit? Very… or marginally?
POSITIONING DEVELOPMENT
ASCIHealthcare Mktg Module 2008
OWNED BENEFIT
1. DESIRABLE : Is this the answer to the target consumer’s “Motivation?”
2. OWNABLE : Can our brand be the one which is most clearly associated with this benefit?
3. DELIVERABLE : Can we live up to this promise?
TOTAL BENEFIT 1. COHESIVE : Do all the elements work together as one thought ?
2. CREDIBLE : Is it reasonably believable?
3. COMPELLING : Does it state a premise worth a purchase?
ASCIHealthcare Mktg Module 2008
ELEMENTS OF POSITIONING STATEMENT
A. TARGET MARKET• I am the type of person who
is busy and active with other people all day long( habit or attitude relating to product usage)
• I like to think of myself as self respecting and sensitive to others(relevant values)
• And I want to be seen as modern, attractive and nice to be around(social image)
ASCIHealthcare Mktg Module 2008
ELEMENTS OF POSITIONING STATEMENT
B. FRAME OF REFERENCE
• So when I’m shopping for (in the market for) a Soap(category/segment name)
• I preferLux(your brand name)
ASCIHealthcare Mktg Module 2008
ELEMENTS OF POSITIONING STATEMENT
C. OWNED BENEFIT• Because it gives me a feeling of
fair and confidence when I am with others (their feeling or experience)
• (Optional) as a result of its long-lasting reputation as The beauty soap preferred by beautiful actresses (factual support)
ASCIHealthcare Mktg Module 2008
ELEMENTS OF POSITIONING STATEMENT
A. TARGET MARKET• I am the type of person who
is busy and active executive( habit or attitude relating to product usage)
• I like to think of myself as energatic and sensitive to health(relevant values)
• And I want to be seen as modern and always fit(social image)
ASCIHealthcare Mktg Module 2008
ELEMENTS OF POSITIONING STATEMENT
B. FRAME OF REFERENCE
• So when I’m shopping for (in the market for) a Executive Health Checkup(category/segment name)
• I preferASCI Executive Health Checkup(your brand name)
ASCIHealthcare Mktg Module 2008
ELEMENTS OF POSITIONING STATEMENT
C. OWNED BENEFIT• Because it gives me a feeling of
checking all pressure points in modern executive’s busy and stressful life(their feeling or experience)
• (Optional) as a result of checking all body parameters which are likely to come under pressure in an executive’s busy and stressful life and addresing all these problems comprehensively through consultation and guidance(factual support)
ASCIHealthcare Mktg Module 2008
The Cornerstone
• The brand positioning statement is the single most important item in all of marketing.
• It defines EVERYTHING about what your brand is to the consumer.
ASCIHealthcare Mktg Module 2008
BRAND CAPSULE•Consumer develops a capsulized version of the Brand
Footprint and Positioning
•Brand Footprint is stored deep in the subconscious.
•The Capsule is at the front of the mind like a computer
programme, name or icon.
CAPSULE CRITERIA•Simple Phrase
•One idea
•Relevant to a need
ASCIHealthcare Mktg Module 2008
CAPSULE EXAMPLES
Baby-Safe Tires
Original, authentic blue jeans
User-friendly computers
The “I’ve made it” wristwatch
The cowboy cigarette
Get-Out-And-Do-It sneakers / Athletic shoes