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a case study about Product and brand management..
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Presented by:-
Sumit singh Bisht – 0131pg016
Bharat Sehgal – 0131pg041
Palla goverdhan – 0131pg33
Monika Vats – 0131pg
Manuj Girdhar
Mental Map
Barbie
story
clothes
Latest trend
Style
funindependent toy
fashion
Doll
Career oriente
d
accessories
youth
Pink colo
r
childhood
Role model
flamboyance
Make up
beautiful
Long
hairmovi
es
Overview of the Case
Brand Mantra
Brand Function
Descriptive Modifier
Emotional Modifier
Entertainment
Pre- teen Girls
Aspiration , fascination
2.5
Customer-Based Brand Equity Pyramid
RESONANCE
SALIENCE
JUDGMENTS FEELINGS
PERFORMANCE IMAGERY
4. RELATIONSHIPS =
What about you and me?
4. RELATIONSHIPS =
What about you and me?
3. RESPONSE =
What about you?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
1. IDENTITY =
Who are you?
Customer-Based Brand Equity Pyramid
1. Salience Dimensions (Relates to the awareness of the brand)
Depth (Brand Recognition): only doll Breadth (Consumption
consideration) – fun toy, fashion, style Purchase – Barbie
Customer-Based Brand Equity Pyramid
Product Category Structure
Doll
Electronic
Non Electronic
watches
Dresses
Swing set
Horses and
carriage
Doll house
Video Game
s
Competitive Frame Of Reference
Target Audience - 3-12 yrs Girls Competitors – Disney princess , Local
Toy Manufacturer.
POP- plastic dolls POD- Highly adaptable to changing
Trend. Different range of accessories and apparels
Customer-Based Brand Equity Pyramid
2. Performance Dimension(relates to the satisfaction of customers functional need)
Primary characteristics- adult looking features, 11.5 inch height.
Supplementary – Hairstyles and Hair Color, skin tone , Clothes, Accessories.
Customer-Based Brand Equity Pyramid
Barbie is Reliable(53 yr old brand) and Durable
Barbie as a brand is Stylish and people really like the design up to some extent.
Price- Starting 3$
Customer-Based Brand Equity Pyramid
3. Imagery Dimension(relates to customer psychological needs)
User Profile: Demographic- 3 and above girlsPurchase :No stores of their own rely on retailers and
sold through online website.
Customer-Based Brand Equity Pyramid
4. Judgment Dimension(focus on customers opinion based on Performance and Imagery)
Brand Quality- satisfied customers Brand Consideration- Barbie as a
brand is in evoked set of a customers Brand Credibility: - Trustworthy - Likable by teenagers
Customer-Based Brand Equity Pyramid
5. Feelings Dimension(Customer emotional response and reaction to the brand)
Emotionally attached Fun games attached Barbie acts as a role model
Customer-Based Brand Equity Pyramid
6. Resonance Dimension(relationship level and level of identification of customer with a brand)
Behavioral Loyalty towards Barbie and Repeat purchase
Attitudinal Attachment: Sense of Community: Relationship
Customer-Based Brand Equity Pyramid
Active Engagement:Through its website- www.barbie.com
Primary Brand Elements
Brand Name- Barbie URL- www.barbie.com Logo- Jingle- I am Barbie girl in this Barbie
world Slogan- Be who you wanna be: Barbie Packaging- Light pink color box
rectangle shape
Brand Hierarchy Levels
Family Brand (Barbie)
Corporate Brand (Mattel)
Modifier: Item(Singing, Dancing, Twist and Turn Dolls)
Individual Brand (Barbie Doll)
Distribution
Exclusive stores of Mattel One level distribution. Through online websites.
3 factor model
Salience :- parent brand association,
Favourability:- Stylish & fashionable
Uniqueness:- a doll that represent the life style of American girls
4 factor model
Compelling –
Relevant –
Consistent –
Strong existing Attribute -