产品与品牌战略课件.ppt

1,Chapter 6Product and Brand Decisions,产品与品牌战略,2,Basic Product Concepts,A product is a good, service, or ideaTangible AttributesIntangible AttributesProduct classificationConsumer goodsIndustrial goods,3,Product Types,Buyer orientationAmount of effort expended on purchaseConveniencePreferenceShoppingSpecialty,4,Brands,Bundle of images and experiences in the customers mindA promise made by a particular company about a particular productA quality certificationDifferentiation between competing productsThe sum of impressions about a brand is the Brand Image,5,Brands,6,Brands,The added value that accrues to a product as a result of investments in the marketing of the brandAn asset that represents the value created by the relationship between the brand and customer over time,7,Brands,“We have to shift to high value-added products, and to do that we need to improve our brand.”- Noboru Fujimoto, President Sharp Electronics Corporation,8,Local Products and Brands,Brands that have achieved success in a single national marketRepresent the lifeblood of domestic companiesEntrenched local products/brands can be a significant competitive hurdle to global companies,9,International Products and Brands,Offered in several markets in a particular regionEuro-brands,10,Global Products and Brands,Global products meet the wants and needs of a global market and is offered in all world regionsGlobal brands have the same name and similar image and positioning throughout the world,11,Global Products and Brands,A multinational has operations in different countries. A global company views the world as a single country. We know Argentina and France are different, but we treat them the same. We sell them the same products, we use the same production methods, we have the same corporate policies. We even use the same advertisingin a different language, of course.- Alfred Zeien Former Gillette CEO,12,Branding Strategies-品牌战略,Combination or tiered branding-混合或层层上升品牌: allows marketers to leverage a companys reputation while developing a distinctive identity for a line of productsSony WalkmanCo-branding features two or more company or product brandsNutraSweet and Coca-ColaIntel Inside,13,Branding Strategies,Brand acts as an umbrella for new productsExample: The Virgin Group-维珍集团Virgin Entertainment: Virgin Mega-stores and MGM CinemasVirgin Trading: Virgin Cola and Virgin VodkaVirgin RadioVirgin Media Group: Virgin Publishing, Virgin Television, Virgin NetVirgin HotelsVirgin Travel Group: Virgin Atlantic Airways, Virgin Holidays,14,Global Brand Development-全球品牌发展,Questions to ask when management seeks to build a global brand:Will anticipated scale economies materialize?How difficult will it be to develop a global brand team?Can a single brand be imposed on all markets successfully?,15,Global Brand Development,Global Brand Leadership-全球品牌领导者Using organizational structures, processes, and cultures to allocate brand-building resources globally, to create global synergies（合作，配合）, and to develop a global brand strategy that coordinates and leverages country brand strategies,16,Global Brand Development,Create a compelling（强制的，引人注目的） value propositionThink about all elements of brand identity and select names, marks, and symbols that have the potential for globalizationResearch the alternatives of extending a national brand versus adopting a new brand identity globallyDevelop a company-wide communication system,17,Global Brand Development,Develop a consistent planning processAssign specific responsibility for managing branding issues Execute brand-building strategiesHarmonize, unravel confusion, and eliminate complexity,18,Local versus Global Products and Brands: A Needs-Based Approach,19,Country of Origin as Brand Element,Perceptions about and attitudes toward particular countries often extend to products and brands known to originate in those countriesJapanGermanyFranceItaly,20,Packaging,Consumer Packaged Goods when the packaging is designed to protect or contain the product during shippingEco-Packaging because package designers must address environmental issuesOffers communication cues that provide consumers with a basis for making a purchase decision,21,Labeling,Provides consumers with various types of informationRegulations differ by country regarding various productsHealth warnings on tobacco productsAmerican Automobile Labeling Act clarifies the country of origin, and final assembly pointEuropean Union requires labels on all food products that include ingredients from genetically modified crops,22,Aesthetics,Global marketers must understand the importance of visual aestheticsAesthetic Styles (degree of complexity found on a label) differ around the world,23,Product Warranties,Express Warranty is a written guarantee that assures the buyer is getting what they paid for or provides a remedy in case of a product failureWarranties can be used as a competitive tool,24,Extend, Adapt, Create: Strategic Alternatives in Global Marketing,Extension offering product virtually unchanged in markets outside of home countryAdaptation changing elements of design, function, and packaging according to needs of different country marketsCreation developing new products for the world market,25,26,Global Product Planning: Strategic Alternatives,Product,Same Different,Communication,DifferentSame,Strategy 1: Dual Extension,Strategy 2:Product ExtensionCommunication Adaptation,Strategy 4:Dual Adaptation,Strategy 3:Product AdaptationCommunicationExtension,27,How to Choose a Strategy?,Two errors that management makes in choosing a strategyNIH (Not invented here) syndrome means managers ignore the advancements of subsidiaries overseasManagers impose policies upon subsidiaries because they assume what is right for customers in one market is right in every market,28,How to Choose a Strategy?,Cave Dweller new products launched internationally to dispose of excess productionNave Nationalist company recognizes growth opportunities outside of home marketGlobally sensitive company views world as competitive marketplace,29,How to Choose a Strategy?,The product itself, defined in terms of the function or need it servesThe market, defined in terms of the conditions under which the product is used, preferences of potential customers, and ability to buy the productAdaptation and manufacturing costs the company will incur,30,New Products in Global Marketing,Pursue opportunities in competitive arenas of global marketplaceFocus on one or only a few businessesActive involvement from senior managementAbility to recruit and retain best employeesUnderstand the importance of speed in bringing product to market,31,Identifying New Product Ideas,What is a new Product?New to those who use it or buy itNew to the organizationNew to a market,32,The International New Product Department,How big is the market for this product at various prices?What are the likely competitive moves in response to our activity?Can we market the product through existing structure?Can we source the product at a cost that will yield an adequate profit?Does product fit our strategic development plan,33,Testing New Products,When do you test a new product?Whenever a product interacts with human, mechanical, or chemical elements because there is the potential for a surprising and unexpected incompatibilityTest could simply be observing the product being used within the market,34,Looking Ahead,Chapter 11 Pricing decisions,