Marketing Management

Dr Sukriti Sekhri Gupta

SPIT Elective
October 2024
 Focus areas/ Objectives

◉ Overview of key areas of Marketing Management

◉ Industry Project: To design a marketing strategy for the assigned
brand
◉ Test your understanding and apply key concepts and
frameworks in the group projects – get creative!
◉ To critically review brand communications and understand the
“behind the scenes”
◉ Hopefully, have fun ☺

2
 3

Qs: What is Revlon’s offering?

In the factory, we make cosmetics.

In the store we sell hope.
~ Charles Revson, founder, Revlon

“
What is Marketing Management?

◉ Marketing Management is the art and science

◉ of choosing target markets
◉ and getting, keeping, and growing customers
◉ through creating, delivering, and communicating
◉ superior customer value

- Philip Kotler

Qs: what can be marketed?

4
Key Concepts of Marketing

◉ Value = ?
◉ Satisfaction = ?
◉ Needs vs. Wants vs. Demand

5
What is Marketing?

Is Marketing = Selling?
Selling

Marketing
Exchange/ Transaction for money Vs. Wider scope
Image: Shutterstock
Selling

Marketing
Emphasis on Product vs. Customer needs and wants
Image: BusinessInsider
 Selling

Marketing
Profit maximization via greater sales volume vs. Customer + societal satisfaction
Image: National Business Research Instit
 Selling

Marketing
Aggressive selling techniques vs. Integrated marketing strategy
Stock Images
Selling

Marketing
Short term vs. Long term focus
Image: Forbes
MARKETING STRATEGY TOOLS

- 5 Cs Framework; PESTEL Analysis

- Ansoff Grid: Product and Market Expansion Grid
5 Cs Framework

◉ Framework to analyze the brand environment: key

drivers + risk exposure factors
◉ Company
◉ Customers
◉ Competitors
◉ Collaborators
◉ Climate/ Context

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5 Cs Framework

◉ Framework to analyze the brand environment: key

drivers + risk exposure factors
◉ Company
◉ Customers
◉ Competitors
◉ Collaborators
◉ Climate

14
COMPANY CUSTOMERS COMPETITOR COLLABORAT CONTEXT/
• Capabilities • Needs, wants, S ORS CLIMATE
• Resources demands • Points of parity • Channel members: • PESTEL
• Image/ Perception • Value proposition • Points of suppliers,
• Culture • Segments difference distributors,
• Goals • Target groups retailers
• Internal policies, • E-commerce
processes platforms
• Co-branding
companies
• Influencers/ Media
houses, Ad
agency
COMPANY CUSTOMERS COMPETITOR COLLABORAT CONTEXT/
• Capabilities • Needs, wants, S ORS CLIMATE
• Resources demands • Points of parity • Channel members: • PESTEL
• Image/ Perception • Value proposition • Points of suppliers,
• Culture • Segments difference distributors,
• Goals • Target groups retailers
• Internal policies, • Eg: Green tea • E-commerce
processes Tanishq platforms
• Co-branding
companies
• Influencers/ Media
houses, Ad
agency
COMPANY CUSTOMERS COMPETITOR COLLABORAT CONTEXT/
• Capabilities • Needs, wants, S ORS CLIMATE
• Resources demands • Points of parity • Channel members: • PESTEL
• Image/ Perception • Value proposition • Points of suppliers,
• Culture • Segments difference distributors,
• Goals • Target groups • Eg: TOI vs. Hindu; retailers
• Internal policies, • Eg: Green tea Netflix ad • E-commerce
processes Tanishq • platforms
• Co-branding
companies
• Influencers/ Media
houses, Ad
agency
COMPANY CUSTOMERS COMPETITOR COLLABORAT CONTEXT/
• Capabilities • Needs, wants, S ORS CLIMATE
• Resources demands • Points of parity • Channel members: • PESTEL
• Image/ Perception • Value proposition • Points of suppliers,
• Culture • Segments difference distributors,
• Goals • Target groups • Eg: TOI vs. Hindu; retailers
• Internal policies, • Eg: Green tea Netflix ad • E-commerce
processes Tanishq • platforms
• Co-branding
companies
• Influencers/ Media
houses, Ad
agency
COMPANY CUSTOMERS COMPETITOR COLLABORAT CONTEXT/
• Capabilities • Needs, wants, S ORS CLIMATE
• Resources demands • Points of parity • Channel members: • PESTEL
• Image/ Perception • Value proposition • Points of suppliers,
• Culture • Segments difference distributors,
• Goals • Target groups • Eg: TOI vs. Hindu; retailers
• Internal policies, • Eg: Green tea Netflix ad • E-commerce
processes Tanishq platforms
• Co-branding
companies
• Influencers/ Media
houses, Ad
agency
Marketing Environment

Internal External
Environment Environment
• People • Political
• Processes • Ecological
• Resources • Socio-cultural
• Policies • Technological
• Economic
• Legal
20
Image: EdrawMax Online
Political Factors
❖ Government policy
❖ Political conditions (instability?)
❖ Corruption
❖ Foreign trade
❖ Tax policies
Economic Factors
❖ Economic policies
❖ Income and employment
❖ Resource distribution
❖ Inflation
❖ Economic growth
Social Factors
❖ Cultural factors
❖ Societal norms
❖ Demographics
❖ Lifestyle
❖ Festivals
Technological Factors

❖ Technology incentives
❖ Automation
❖ R&D focus
❖ Technology adoption
❖ Innovation
Environmental Factors

Source: Business Today

❖ Weather, Climate
❖ Climate change
❖ Natural resources
Legal Factors
❖ Consumer Protection Laws
❖ Labour laws
❖ Product safety, Packaging, Labelling,
❖ Advertising codes of practice (Advertising
Standards Council of India, ASCI),
❖ Copyright/ Patent laws
Strategic Marketing Tool: Growth
Strategies

Ansoff Matrix
 Product/ Market Grid

◉ Igor Ansoff, 1957: Mathematician

and business manager
◉ Strategic planning tool:
framework to appraise business
+ create growth strategies
◉ Caution: Misleading, isolating

29
Market Penetration Strategy
❖ Increase market share by selling existing products in existing
markets
❖ Encourage current customers to buy more: Reduce prices,
Increase promotion and distribution
❖ Acquire rival in same market
❖ Least risky
❖ Eg: McDs – low prices; Amazon Prime; Loyalty programmes
Market Development Strategy

❖ Developing new markets/ customer segments for existing

product offerings
❖ New customer segments
❖ New geographical areas – domestic market or foreign markets
❖ B2B → B2C or vice versa
❖ Eg: Cadbury’s chocolate
Product Development Strategy

❖ Developing new products for existing markets

❖ Focus on R&D investment
❖ Expansion of product categories/ range
❖ Adding new features
❖ Eg: Apple’s iPhone, Netflix - genres
Diversification Strategy

❖ Developing new products to enter new markets

(or customer segments)
❖ Related or Unrelated
❖ Most risky strategy
❖ Eg: FabIndia – Fabels, FabIndia – Home décor and
food; ITC, Tata
Qs: Can you identify the strategy?
Product development
Diversification
Market Development
Market Development
Market penetration
 RECAP

- What is Marketing?
- Needs vs. Wants
- Value and Satisfaction
- Marketing Strategy Tools
- External Environment: 5 Cs Framework; PESTEL Analysis
- Growth strategies: Ansoff Grid/ Product and Market Expansion Grid
Thank you! ☺
Marketing Management

Dr Sukriti Sekhri Gupta

SPIT Elective
Sessions 3 & 4: Understanding Consumers
Consumer Decision Process, Business Buying Process

43
B2B Buying Behaviour

Marketing Management | Dr Sukriti Sekhri 44

TYPES OF BUYING SITUATIONS

• Straight Rebuy

• Modified Rebuy (negotiation, new purchase agreement)

• New Buy

Marketing Management | Dr Sukriti Sekhri 45

UNDERSTANDING THE BUSINESS-BUYING PROCESS

Problem
Recognition
(via internal or external stimuli) (product value analysis)

Contract
Negotiation
Marketing Management | Dr Sukriti Sekhri 46
INDUSTRIAL VS. CONSUMER BUYER BEHAVIOUR

• Fewer but larger buyers

• Closer supplier-customer relationships

• Multiple buying influences

• Derived demand

• Inelastic demand: not too affected by price changes

• Geographically concentrated buyers

• Direct purchasing: especially items that are technically complex and expensive

Marketing Management | Dr Sukriti Sekhri 47

Consumer Behaviour Exercise

Qs: A product/ service costing over INR 3000

- that performs a utilitarian function?
- that the consumer feels reveals something about herself/ himself?
- a mundane product or service costing under INR 100?

Qs: What is the dominant consumer decision making model?

48
 Marketing Considerations across Core Motivational Conditions

UTILITARIAN/ INSTRUMENTAL
Know-Feel-Do
Keys to continuity of purchase:
Product performance, provision of information

LOW INVOLVEMENT HEDONIC / SELF EXPRESSIVE

Know-Do-(Feel) Feel-Do-(Know)
Keys to continuity of purchase: Keys to continuity of purchase:
Awareness and visibility of brand Clear, relevant, Image-brand congruency
Ensured product availability Articulation of brand image
Marketing Management | Dr Sukriti Sekhri 49
TYPES OF BUYING DECISIONS:
Level of Involvement and Differences among Brands

Qs: Ideal quadrant/s from brand’s perspective? Marketing Management | Dr Sukriti Sekhri 50
BUYING ROLES

• Initiator

• Influencer

• Decider

• Buyer

• User

Marketing Management | Dr Sukriti Sekhri 51

Consumer Decision Making Process

52
Consumer Decision Process Stages
Need Recognition

Search for Information

Pre-purchase Evaluation of Alternatives

Purchase

Consumption

Post-consumption Evaluation

Divestment
 The Consumer Decision Process

P&G used consumer

information regarding
various decision
process stages to create
and market Pampers

What was the medical information that was used to trigger Pampers usage?
Consumer Decision Process Model
Need Recognition

1876
10/12/2024

1987

2003
57
Consumer Decision Process Model
Need Recognition
- Internal search
Search for Information
- External search
Sources of Information:

Marketer dominated
Non-marketer dominated
Consumer Decision Process Model
Need Recognition

Search for Information

Pre-purchase Evaluation of Alternatives

INFORMATION SEARCH AND EVALUATION OF ALTERNATIVES

(Purchase)

Marketing Management | Dr Sukriti Sekhri 61

Source: Ebrary.net 62
Marketing Management | Dr Sukriti Sekhri
Consumer Decision Process Model
Need Recognition

Search for Information

Pre-purchase Evaluation of Alternatives

Purchase
Consumer Decision Process Model
Need Recognition

Search for Information

Pre-purchase Evaluation of Alternatives

Purchase

Consumption
Consumer Decision Process Model
Need Recognition

Search for Information

Pre-purchase Evaluation of Alternatives

Purchase

Consumption

Post-consumption Evaluation
Post-Consumption Evaluation

• Satisfaction: Perceived performance = Expectations

• Dissatisfaction: Perceived performance < Expectations

• Post-purchase dissonance?
• Questioning purchase decision, discomfort
• Unfavourable evaluation of purchase
• Cognitive Dissonance theory – Festinger

Consumer Behaviour | Dr Sukriti Sekhri

Cognitive Dissonance Theory - Festinger
Consumer Decision Process Model
Need Recognition

Search for Information

Pre-purchase Evaluation of Alternatives

Purchase

Consumption

Post-consumption Evaluation
Disposal

Divestment Reselling

Recycling
FACTORS INFLUENCING CONSUMER BUYING BEHAVIOUR

• Cultural: Values, norms, rituals, nationality, geography, religion, race, social class, lifestyle

changes Eg: Google

• Social: Reference groups define norms, values, and behaviour (membership or aspirational),

family, social status

• Personal: Age, family life cycle stage, occupation, personality, self-concept, values and lifestyle.

Eg: Blackberry boys

• Psychological: Motivation, rational/ emotional, perception - selective attention, emotions, memory

Marketing Management | Dr Sukriti Sekhri 70

 Before we try and change consumer
behaviour we need to

Unearth the underlying reasons

By discovering consumer insights that can

trigger a change
1950s – Market research revealed that consumers,
particularly busy homemakers and young professionals,
are increasingly seeking quick meal solutions.

General Mills launched cake mixes under the name Betty

Crocker. The consumer just had to add water to the cake
mix and bake it.

However – soon after launch, there was a noticeable

decline in sales of its cake mix.

Why was the cake mix not working?

About Ikea

• 1943 Sweden

• 2017 – 415 Stores

• 49 Countries

• 190,000 co-workers

• $45 Billion 2015

• Biggest Home Décor Brand in the World

Qs: What is Ikea known for?

Consumer Behaviour | Dr Sukriti Sekhri 74
Ikea in India

• From 1975

• 48 suppliers in textiles, mattresses, kitchen accessories

• Sourced textiles, plastics, metals from India

• Plans to start retail operations

Consumer Behaviour | Dr Sukriti Sekhri 75

Ikea Hyderabad: November 2017

Consumer Behaviour | Dr Sukriti Sekhri 76

Consumer Research in India

500+ homes
3 years
Cultural roots, tastes, aspirations, buying behaviour, rhythm of life

Consumer Behaviour | Dr Sukriti Sekhri 77

Fevicol Sofa

78
Godrej
ad

79
Consumer behaviour insights?

• Indians buy furniture for lifetime – investment like gold, furniture as heirloom

• No DIY concept

• Love for colour and patterns

• The importance of the “sofa”

• Carved, ornate, heavy-wrought wooden furniture

Consumer Behaviour | Dr Sukriti Sekhri 80

IKEA’s Strategy to Cater to Indian Consumers

• 7000+ items on display – 400,000 sq ft space

• 800+ items at Rs 200 or less

• A 1000 seater cafeteria with Indian and European foods

• A children entertainment section

• Home delivery service

• Assembly service instead of DIY

• Incorporating more colour/ bold patterns

Consumer Behaviour | Dr Sukriti Sekhri 81

IKEA India’s “Ghar aajao” campaign

https://www.youtube.com/watch?v=BLrSPxNMqSs&ab_channel=IKEAIndia

https://www.youtube.com/watch?v=G-v8hTyOIto&ab_channel=IKEAIndia
Consumer Behaviour | Dr Sukriti Sekhri 82
https://www.youtube.com/watch?v=OLh1rcHh-0A&ab_channel=IKEAIndia
Elements of
Value

Consumer Behaviour | Dr Sukriti Sekhri 83

 Key Takeaways

▪ Consumer knowledge and understanding is central to successful marketing strategy

▪ B2B and B2C models differ in the decision process

▪ There is no one dominant model of CB: Consumers differ in their motivations, choices, and behaviour
▪ Definitions of low/ high involvement and hedonic/ utilitarian depend on target consumers’
perceptions

Dr Sukriti Sekhri 84
Thank You ☺

[email protected]
Marketing Management

Dr Sukriti Sekhri Gupta

SPIT Elective, 2024

Segmentation, Targeting, Positioning

Marketing Management | Dr Sukriti Sekhri 87

 88

Source: Marketing Strategy by E. Corey

 STP
SEGMENTATION-TARGETING-POSITIONING

Image: UnTeeth
Segmentation
❖ The process of dividing a market into distinct subsets
of consumers with common needs/wants or
characteristics
❖ Segments are HETEROGENEOUS outside, HOMOGENEOUS within
❖ Marketers do not create segments, they identify existing
segments
❖ Why do brands adopt segmentation?
- Increased resource efficiency, Stronger brand image,
Differentiation, Potential for brand loyalty
❖ Eg: Mia by Tanishq; Thums up
❖ 4 types/ bases of segmentation

Dr Sukriti Sekhri
 Bases of
Segmentation

Demographic/ Psychographic
Geographic Behavioural
Socio-Economic (Lifestyle factors)

Country/ Region
Climate/ Season
Location: Urban/
Rural
Population density
Dr Sukriti Sekhri
 Bases of
Segmentation

Demographic/ Psychographic
Geographic Behavioural
Socio-Economic (Lifestyle factors)

Country/ Region Age, Lifecycle stage

Climate/ Season Gender
Location: Urban/ Education level
Rural Income
Population density Occupation
Dr Sukriti Sekhri
 Bases of
Segmentation

Demographic/ Psychographic
Geographic Behavioural
Socio-Economic (Lifestyle factors)

Country/ Region Age, Lifecycle stage

Activities-Interests-
Climate/ Season Gender
Opinions
Location: Urban/ Education level
Lifestyle
Rural Income
Personality
Population density Occupation
Values
Dr Sukriti Sekhri
 Bases of
Segmentation

Demographic/ Psychographic
Geographic Behavioural
Socio-Economic (Lifestyle factors)

Country/ Region Age, Lifecycle stage

Activities-Interests- Usage/ Occasion
Climate/ Season Gender
Opinions based
Location: Urban/ Education level
Lifestyle Principal benefit
Rural Income
Personality sought
Population density Occupation
Values Satisfaction, Loyalty
Dr Sukriti Sekhri
A good segment is one that is…
❖ Measurable • Size and purchasing power of segment

• Large enough to justify resources

❖ Substantial

• Reachable through existing marketing channels

❖ Accessible
• Different segments should react differently to

❖ Differentiable the marketing mix

• Possible to develop effective marketing

❖ Actionable
programmes for the segment

Dr Sukriti Sekhri
Targeting
❖ Deciding which segments to serve
❖ Attractiveness of segment vis a vis resources available
❖ Evaluating the market segment
❖ Selecting market coverage strategies/ levels of
segmentation

Image: AcrobatAnt
Dr Sukriti Sekhri
 Targeting Strategies
1. Undifferentiated Marketing

Image: Food Navigator Asia

2. Differentiated Marketing: Different offerings for different segments

Dr Sukriti Sekhri
3. Concentrated Marketing: Focusing on a single segment

Dr Sukriti Sekhri
4. Micromarketing: Individual customers or very small segments

Dr Sukriti Sekhri
Build your Market Segmentation and Targeting Plan

Marketing Management | Dr Sukriti Sekhri 101

Market Segmentation

• Health and wellness (e.g., fitness apps, supplements, a new sports drink)

• Eco-friendly products (e.g., reusable straws, biodegradable packaging, household cleaning

product)

• Technology (e.g., smart home devices, wearables, smartphone for seniors, budget travel app)

• Fashion (e.g., sustainable clothing brands, activewear, luxury fashion label)

• Qs: Identify which segmentation criteria is relevant for you and segment the market;

Create at least 3 distinct segments for your product

Marketing Management | Dr Sukriti Sekhri 102

 Target Market Selection

• Analyze your identified segments and select one or two target markets to focus on. Consider:
• Which segment(s) align best with the product’s strengths?

• What are the potential market sizes and growth opportunities?

• Develop a brief description of the target market(s), including demographics and

psychographics.
Thank You ☺

[email protected]
POSITIONING

Designing a brand offering and

image
to occupy a distinctive place in the
target market’s mind

Dr Sukriti Sekhri
 POSITIONING

What should customers know your brand for?

Associations with your brand you wish to create in their mind?

“Fevicol ka majboot jod”, Ambuja cement

Dr Sukriti Sekhri
108
Coca Cola positioning
 Positioning

❖ Customer needs (value proposition) + Competitive

considerations (frame of reference, USP)
❖ POP and POD

Soap range by Unilever

Dr Sukriti Sekhri
Tools to Identify your Positioning

Marketing Management | Dr Sukriti Sekhri 111

 Laddering

❖ Value

❖ Emotional benefit

❖ Functional benefit

❖ Attributes

Dr Sukriti Sekhri
Laddering
❖ Value

❖ Emotional benefit

❖ Functional benefit

❖ Attributes

Dr Sukriti Sekhri
 Laddering for Disneyland

❖ Value ❖ Togetherness

❖ Emotional benefit ❖ Families enjoying themselves, having a good time

❖ Functional benefit ❖ Variety, options for everyone

❖ Attributes ❖ Size of the theme park, Location

Dr Sukriti Sekhri
 Laddering for Lego

❖ Value ❖ Sense of achievement, Creativity

❖ Emotional benefit ❖ Play with family

❖ Functional benefit ❖ High quality, safety, long lifetime

❖ Attributes ❖ Multi-coloured, Plastic, number of blocks per pack

Dr Sukriti Sekhri
Positioning Strategies

Marketing Management | Dr Sukriti Sekhri 116

Attribute Positioning
Benefit Positioning

Ambuja cement
Use/ Application Positioning
User-Specific Positioning
For people who want to…
Competitive Positioning

KFC ad
Product Category Positioning
Price-Quality Positioning
“Best quality at best price”
Writing the Positioning Statement

Marketing Management | Dr Sukriti Sekhri 124

POSITIONING STATEMENT

• Internal document

• How you wish to be perceived by target market – core message

• Not = tagline!

• Among [target market], [x] is the brand of [frame of reference], that [point of

difference] because [reason to believe]

Marketing Management | Dr Sukriti Sekhri 125

POSITIONING STATEMENT

• For _____________________ [Target audience]

• Our product/ brand is __________________ [Competitive frame of reference]

• That provides __________________________ [Single most important benefit = POD]

• Because _______________________________[Reason to believe]

Marketing Management | Dr Sukriti Sekhri 126

POSITIONING STATEMENT EXAMPLE

• Eg: Among snackers, Snickers is the brand of candy bar that satisfies your hunger because it is

packed with peanuts

• Target market decision: Snackers? Busy people? Hungry people? Chocolate lovers?

• Frame of reference decision: How you define the market in which your product competes –

product category or customer need. Candy bar? Chocolate candy bar? Snack? Energy source?

Indulgence? Food? Eg: Competitor for diet coke?

• Point of difference: Distinctive value proposition, meaningful to consumers

• Reason to believe: Evidence, credible product attributes – ability to deliver promised POD
Marketing Management | Dr Sukriti Sekhri 127
Choose the Frame of Reference

v/s

Costa coffee → Competing with other local cafes

POP: Menu options, Ambience
POD: Brand value, Coffee specialist
Marketing Management | Dr Sukriti Sekhri
 Choose the Frame of Reference

v/s

Costa coffee → Competing with other quick service restaurants (McDs)

POP: Convenience, Value;
POD: Experience, Variety, Image
Marketing Management | Dr Sukriti Sekhri
 Choose the Frame of Reference

v/s

Costa coffee → Competing with supermarket brands for home consumption

POP: Flavour, Quality
POD: Convenience, Social benefits
Marketing Management | Dr Sukriti Sekhri
Qs: Write a Positioning Statement for your brand’s offering.

Marketing Management | Dr Sukriti Sekhri 131

Thank You ☺

[email protected]
Marketing Management

Dr Sukriti Sekhri Gupta

SPIT S9S10
BRANDING

Qs: Product vs Brand?

Marketing Management | Dr Sukriti Sekhri 134

WHAT IS A BRAND?

• “Name, term, sign, symbol, or design, or combination of them, intended to identify

the goods or services of one seller or group of sellers and to differentiate them

from those of competitors” – AMA

• Branding – process of endowing products and services with the power of a brand

• Strategic brand management

Marketing Management | Dr Sukriti Sekhri 135

THE ROLE OF BRANDS

• Brands’ Role for Consumers

• Brands’ Role for Firms

• Differentiating and building competitive advantage

• Building loyalty – predictable demand

• Ability to command higher value

• Barriers to entry

• Simplified product/ inventory handling

• The neuroscience of branding

Marketing Management | Dr Sukriti Sekhri 136

CASE STUDY: NEW COKE (1985)

137
DESIGNING THE BRAND

• Brand Mantra

• 3-5 word articulation of the heart and soul of the brand; core brand promise; internal use

• Guidance on: products, ads, activities

• McD’s – “Food, Folks, and Fun”; Nike – “Authentic athletic performance”, Disney – “Fun family

entertainment”

• Choosing Brand Elements

• Logo, Slogan, Sounds

• Memorable, Meaningful, Transferable (Amazon, Meta)

• Choosing Secondary Associations – people, places, things, other brands

Marketing Management | Dr Sukriti Sekhri 138
BRAND ARCHITECTURE

• Brand Portfolio – all brands in a particular category/ market segment

• Brand Architecture/ Brand Portfolio Strategies:

• House-of-brands strategy – individual family brand names

• Branded-house strategy – corporate umbrella or company brand name

• Sub-brand (hybrid branding) strategy – combining corporate brand with individual product

brands

• Endorsed brand

Marketing Management | Dr Sukriti Sekhri 139

House-of-Brands Strategy

Marketing Management | Dr Sukriti Sekhri 140

Q: What are the pros and cons?
House-of-Brands Strategy

Unilever

Marketing Management | Dr Sukriti Sekhri 141

 Branded-House Strategy

• Useful to have one flagship product

• Consistent branding across all offerings

Marketing Management | Dr Sukriti Sekhri 142

Q: What are the pros and cons?
Branded-House Strategy

Marketing Management | Dr Sukriti Sekhri 143

Q: What are the pros and cons?
Branded-House Strategy

144
Sub-Brand/ Hybrid Branding Strategy

• Eg: Nestle – Nescafe and Nestea

• Xiaomi Redmi

145
Marketing Management | Dr Sukriti Sekhri
Endorsed-Brand Strategy

146
Marketing Management | Dr Sukriti Sekhri
BRAND IDENTITY

• The unique set of brand associations that the company aspires to create/ maintain

• What the brand stands for; its promise to customers

• Helps to frame brand positioning

Marketing Management | Dr Sukriti Sekhri 147

148
Coca-Cola?

Source: KeyLay design 149

BRAND IMAGE

• Perceptions that consumers have of your brand

Marketing Management | Dr Sukriti Sekhri 150

BRAND EQUITY

• Monetary value of a brand, reflects premium placed on company’s valuation because of brand

ownership

• The differential effect that brand knowledge has on consumer response to the marketing of that

brand

• Creates high brand value – an asset for the organization

• Brand Valuation - BrandZ

Marketing Management | Dr Sukriti Sekhri 151

Model adapted from Aaker (1997)
Image source: Marketing by Baines,
What do you think is the brand personality?
 CO-BRANDING

• Cooperative marketing format; Strategic alliance

• Benefits: Share risks and resources, gain credibility

• Ingredient co-branding: Dell computers, Intel processors

• Composite co-branding: extent of complementarities: similar values, target markets, end goals,
brand personality

159
Marketing Management | Dr Sukriti Sekhri
“Music Ecosystem”: Spotify and Starbucks
Key Takeaways

• The role of brands

• Brand identity (Brand Prism) vs. Image

• Brand architecture

• Brand personality

Marketing Management | Dr Sukriti Sekhri 161

Thank You ☺

[email protected]