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Mina Maged
Mina Maged
Brands- An identifiable product augmented & the buyer
perceives unique, added values.
-Nescafe & Misr cafe
-Brand personality =
Design , colour, typography,….etc
Mina Maged
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
Mina Maged
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
Mina Maged
Examples of Marketing metrics
Mina Maged
Examples of Marketing metrics
Mina Maged
Examples of Marketing metrics
Mina Maged
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 ®ression
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Important Tip
Confirm your forecast by using different methods
Mina Maged
Others Practical ways to forecast
• By Market trend
• By users behavior
• By competitors performance
• By similar market simulation
