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Undone
UndoneSameer Mathur
油
Buying centers, which are decision-making units within purchasing organizations, determine which suppliers are selected for business-to-business transactions. The approval of both purchasing agents and engineering personnel is often required when selecting a supplier. Buyers can exhibit different styles such as preferring simplicity, being their own experts, wanting the best options, or wanting all details addressed. Marketers must understand who the major decision makers are, what areas they influence, and what criteria they use to evaluate options in order to optimize sales results in business-to-business markets.Ginosa
GinosaSameer Mathur
油
This document discusses Gino's burner market and operations in China. It provides background on Gino's founding in 1931 and its product line of over 50 burner models classified by capacity. It then outlines China's burner market development from 1990-1999 and post-1999 expected 20% industrial burner growth. Gino established its China office in 1995 and aims to achieve annual sales targets through optimizing distribution channels, improving service, and building its brand image. Distributors demand better terms, steal sales from each other, and reluctantly stock industrial burners.Whatarebrandsgoodfor
WhatarebrandsgoodforSameer Mathur
油
Brands traditionally helped companies aggregate consumers and charge price premiums. However, the rise of information allows for more efficient consumer disaggregation through customized communications. To adapt, companies must focus on developing deep consumer relationships through targeted communication and understanding consumer needs at the individual level. Organization structures need to shift from brand-centric to consumer-centric by assigning managers to specific consumer segments and measuring success based on consumer profitability and relationship depth rather than just sales. This allows companies to better develop, test, and market products tailored to segment needs. Ultimately, brands remain important for maximizing profits but the focus should be on disaggregated consumer relationships under the brand umbrella.Kanak
KanakSameer Mathur
油
The document discusses maintaining an open and positive mindset when facing challenges. It encourages exploring alternative perspectives and applying effort to thoughtfully combine ideas and see how they relate rather than getting discouraged.4)private label brands
4)private label brandsSameer Mathur
油
This presentation gives you a general idea about the private label brands. This is created by Nagarjun K S SIT Tumkur, DURING AN INTERNSHIP BY PROF. SAMEER MATHUR, IIM LUCKNOWWhat Are Brands Good For?
What Are Brands Good For?Sameer Mathur
油
A presentation based on the Howard Case Study on 'What are Brands Good for?'
The role of disaggregated marketing has been highlighted through this presentation4 ppt
4 pptSameer Mathur
油
The document outlines the stages in the business buying process, including problem recognition where a buyer realizes a need can be met by acquiring a good or service, general need description where the buyer determines the item's characteristics, proposal solicitation where qualified suppliers submit proposals, supplier selection where the best supplier is chosen based on attributes, and performance review. The document was created by Abhishek Sirohi during an internship under Prof. Sameer Mathur from IIM Lucknow.Thinking out of box
Thinking out of boxSameer Mathur
油
The document discusses thinking outside the box and generating new ideas. It provides tips for bringing ideas, such as applying great efforts, combining ideas, knowing how to apply principles, being open minded, looking for alternatives, and avoiding discouragement. It also advises challenging ideas when they strike and not dismissing an idea just because it may have been thought of before.3)trends with marketing intermediaries
3)trends with marketing intermediariesSameer Mathur
油
This presentation gives you a general idea about ttrends with marketing intermediaries. This is created by Nagarjun K S SIT Tumkur, DURING AN INTERNSHIP BY PROF. SAMEER MATHUR, IIM LUCKNOWWhat is brand equity
What is brand equitySameer Mathur
油
Brand equity is the added value provided to products and services by a brand's name. It arises from differences in consumer response to a branded product versus an unbranded commodity and is reflected in perceptions, preferences, and behaviors toward all aspects of a brand's marketing. Brand equity benefits companies through increased prices, market share, and profits associated with the brand.How To Speak So That People Want To Listen
How To Speak So That People Want To ListenSameer Mathur
油
A presentation based on the TED talk from Julian Treasure on how to speak so that people want to listen.Amy cuddy
Amy cuddySameer Mathur
油
This document discusses non-verbal communication and how body language can influence perceptions and decision making. It explores how different poses and gestures communicate power, pride, dominance, nervousness and other feelings. Research shows that body language can increase risk-taking and feelings of confidence by increasing testosterone and cortisol levels. Adopting powerful poses allows people to feel more comfortable, passionate and captivating in situations like public talks, social gatherings, board meetings and job interviews. Overall, our non-verbal expressions and body language shape how people think and feel about us as much as our words do.Analysing business markets 5 ppt (1)
Analysing business markets 5 ppt (1)Sameer Mathur
油
Companies can build strong relationships with business customers by forming purchasing alliances and understanding the key forces that influence relationships. These key forces include the availability of alternatives in the market, importance of supply to partners, complexity of the supply process, and dynamism of the supply market. Forming alliances allows companies to drive close business relationships and gain a competitive advantage through collaborative purchasing.Decision
DecisionSameer Mathur
油
Organizational buyers face different types of purchasing situations depending on factors like the type of purchase and quantity needed. These situations include straight rebuys where suppliers are regularly reordered from, modified rebuys allowing changes to quantity, price or delivery, and new tasks requiring first-time purchases. The document discusses these three main types of buying situations and notes they impact the decision making process for organizational purchases.How should the company manage and organize its international activities?
How should the company manage and organize its international activities?Sameer Mathur
油
The document discusses different organizational structures that a company can use to manage its international activities. It describes four main options: an export department, an international division, a geographical organization, and a global organization. Each structure has different responsibilities and focuses on either product-based or location-based management when expanding business globally. An effective strategy is to take a "glocal" approach that balances national responsiveness with global integration.Brands vs private labels
Brands vs private labelsSameer Mathur
油
This presentation is about the impact of Private labels on the sales of National and International Brands. It also studies the increasing number of private labels in India.What are private label brands ?
What are private label brands ?Sameer Mathur
油
Private label brands are brands that are developed and owned by retailers and wholesalers rather than manufacturers. Examples include Walmart's "Great Value" brand. Intermediaries create their own private label brands because it allows them to profit from manufacturing deals with excess capacity and to avoid research, advertising, and other costs associated with national brands. Private label brands offer advantages to retailers like more control over pricing, marketing plans, and profits. Demand for private label brands is growing as customers increasingly prefer them as an alternative to national brands. Global studies show that private label brands now make up an average of 15% of the value share in 75% of product categories worldwide.Brands Versus Private labels : Fighting to win
Brands Versus Private labels : Fighting to winSameer Mathur
油
This presentation is done by Naagarjun K S, SIT Tumkur. During the internship by Prof Sameer Mathur IIM Lucknow.Making the most of a polarizing brand
Making the most of a polarizing brandSameer Mathur
油
This document discusses strategies for capitalizing on and creating brand polarization. It provides examples of brands that have successfully utilized polarization, such as Miracle Whip and Progressive Insurance's Flo character. The document also discusses tactics for companies to amplify polarization such as placating haters, poking haters, driving wedges in the market through differentiated targeting, and launching provocative ads. Overall, the document argues that polarization can increase brand awareness, sales, and fan enthusiasm if properly leveraged.To what extent must the company adapt its products and marketing program to e...
To what extent must the company adapt its products and marketing program to e...Sameer Mathur
油
The document discusses different strategies companies can take when adapting products and marketing for global markets. It outlines approaches like product standardization, adaptation, and invention. It also covers adapting brand elements, communications, pricing, and distribution strategies for different countries and cultures. The key challenge is determining how much to adapt products and marketing for each foreign country versus maintaining global standardization.Creating customer value and customer relationships3
Creating customer value and customer relationships3Sameer Mathur
油
Companies can attract and retain customers and build strong relationships by implementing customer relationship management strategies that study customer touchpoints to maximize loyalty, using permission marketing which only targets consumers who opt-in, and by reducing customer churn through managing the existing customer base and win-back programs for former customers.How do marketers influence country-of-origin effects?
How do marketers influence country-of-origin effects?Sameer Mathur
油
Country-of-origin perceptions refer to the mental associations and beliefs consumers have about products based on where they were made. Marketers can influence these perceptions to make consumers view products from certain countries more favorably. Countries now market themselves like brands to build a positive image abroad. Marketers must consider how their country is perceived both domestically and internationally when promoting products to tap into global markets.Presentation3
Presentation3Sameer Mathur
油
By Sravya Tanmayee, under the guidance of Sameer Mathur,IIM-Lucknow.
Inspired by a TED talk given by Julian Treasure at TEDxDirigo.B2 b
B2 bSameer Mathur
油
A market is a place where organizations can purchase raw materials and components from other businesses to resell or use in manufacturing other products. Business markets have fewer but larger buyers than consumer markets. Suppliers in business-to-business markets can closely track customer demand and purchasing is done by professionals often through buying committees. The demand for business goods ultimately depends on the demand for consumer goods.Julian treasure
Julian treasureSameer Mathur
油
1. People complain that when they speak others ignore them
2. So what is it to speak powerfully
3. What are some habits which lead to ignorance?
4. Julian Treasure (Speech therapist) Created a list of few habits
5. Gossip
6. Complaining
7. Complaining Negativity
8. Judging
9. Judging Excuses
10. Dogmatism Where opinions are confused with facts
11. But how can we get rid of it?
12. By using HAIL
13. By using HAIL But not these
14. This can be done by using a tool box
15. This can be done by using a tool box Yes, we all have it
16. Tools Like -Register Depth in it is associated with power and authority
17. Tools Like -Register -Timber People prefer voices which are rich and smooth
18. Tools Like -Register -Timber -Prosody There should be rise and fall of language
19. Tools Like -Register -Timber -Prosody It should be slowed while emphasising -Pace
20. Tools Like -Register -Timber -Prosody Helps in changing meaning of same line -Pace -Pitch
21. Tools Like -Register -Timber -Prosody It makes people pay attention -Pace -Pitch -Volume
22. Public Talks
23. Public Talks Social Gathering
24. Board meetings
25. Board meetings Job interviews
26. You just need to warm up your voicesPrivate label brands & New Retail Enviornment
Private label brands & New Retail EnviornmentNitesh Singh Patel
油
This document discusses private label brands and the new retail environment. It begins by defining retailing and describing different types of retailers like department stores, supermarkets, and convenience stores. It then covers non-store retailing forms like direct selling and direct marketing. The document also discusses how corporate retailing and franchising work. It notes that the retail environment is changing due to factors like growing consumer expectations and competitive pressures. This has led to new retail forms and combinations like stores with coffee shops. The document concludes by discussing the advantages and disadvantages of private label brands for retailers and customers.Ebay's fee structure.
Ebay's fee structure.Sameer Mathur
油
Ebay's fee structure is optimal according to the document. It earns money by collecting insertion fees and final value fees from sellers. While charging lower fees to larger volume buyers can attract more business, eBay needs to be careful not to scare away regular consumers with high fees. The document also notes that eBay's fee notations and multiple categories can confuse new users. Overall, eBay has survived for two decades due to its vast selection and reasonable fee demands.How is brand equity built, measured and managed
How is brand equity built, measured and managedSameer Mathur
油
This document discusses several aspects of branding, including initial brand elements, brand equity, integrated marketing, leveraging brand associations, measuring brand equity, brand value chain, Interbrand's brand valuation method, and understanding original sources of brand equity. It provides information on memorability, meaningfulness, likability, transferability, adaptability, and protectability of brand elements. It also discusses brand contact, integrated marketing, using secondary brand associations to build brand equity, direct and indirect approaches to measuring brand equity, and stages of the brand value chain.THE CREATIVE THAT CRACKS THE CODE 
THE CREATIVE THAT CRACKS THE CODE Sameer Mathur
油
This document discusses the evolution of advertising and creativity in marketing. It describes how advertising has shifted from creative art directors to all science and how online ads have become highly targeted. Early forms of outdoor advertising like billboards aimed for brand awareness. Social media advertising took off in the 2000s and platforms like Pinterest drove significant traffic. Successful ad campaigns used viral videos, humor, simplicity and leveraged memes and cultural trends. Native advertising embedded in media content saw greater engagement. Indian ads often use humor, entertainment and socially responsible messaging with creativity tailored for their audience. Crowd-sourcing and game-like ads may be effective future strategies.Internship under Prof Mathur
Internship under Prof MathurSameer Mathur
油
Internship Under Dr. Sameer Mathur Professor at IIM Lucknow
What you learnt about creating presentations
The following points
Brief topics from this book
About Needs ,Wants ,Demands , Value & Satisfaction
3 Different cases Were discussed.
Understanding the Situation and problem being faced
Analysis of a HBR article
By: Julia kirby
Learned advertisement and their effect Target advertisement Impact on customers Using memes and other technical advantages Beating compititionsAd
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3)trends with marketing intermediaries
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This presentation gives you a general idea about ttrends with marketing intermediaries. This is created by Nagarjun K S SIT Tumkur, DURING AN INTERNSHIP BY PROF. SAMEER MATHUR, IIM LUCKNOWWhat is brand equity
What is brand equitySameer Mathur
油
Brand equity is the added value provided to products and services by a brand's name. It arises from differences in consumer response to a branded product versus an unbranded commodity and is reflected in perceptions, preferences, and behaviors toward all aspects of a brand's marketing. Brand equity benefits companies through increased prices, market share, and profits associated with the brand.How To Speak So That People Want To Listen
How To Speak So That People Want To ListenSameer Mathur
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A presentation based on the TED talk from Julian Treasure on how to speak so that people want to listen.Amy cuddy
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油
This document discusses non-verbal communication and how body language can influence perceptions and decision making. It explores how different poses and gestures communicate power, pride, dominance, nervousness and other feelings. Research shows that body language can increase risk-taking and feelings of confidence by increasing testosterone and cortisol levels. Adopting powerful poses allows people to feel more comfortable, passionate and captivating in situations like public talks, social gatherings, board meetings and job interviews. Overall, our non-verbal expressions and body language shape how people think and feel about us as much as our words do.Analysing business markets 5 ppt (1)
Analysing business markets 5 ppt (1)Sameer Mathur
油
Companies can build strong relationships with business customers by forming purchasing alliances and understanding the key forces that influence relationships. These key forces include the availability of alternatives in the market, importance of supply to partners, complexity of the supply process, and dynamism of the supply market. Forming alliances allows companies to drive close business relationships and gain a competitive advantage through collaborative purchasing.Decision
DecisionSameer Mathur
油
Organizational buyers face different types of purchasing situations depending on factors like the type of purchase and quantity needed. These situations include straight rebuys where suppliers are regularly reordered from, modified rebuys allowing changes to quantity, price or delivery, and new tasks requiring first-time purchases. The document discusses these three main types of buying situations and notes they impact the decision making process for organizational purchases.How should the company manage and organize its international activities?
How should the company manage and organize its international activities?Sameer Mathur
油
The document discusses different organizational structures that a company can use to manage its international activities. It describes four main options: an export department, an international division, a geographical organization, and a global organization. Each structure has different responsibilities and focuses on either product-based or location-based management when expanding business globally. An effective strategy is to take a "glocal" approach that balances national responsiveness with global integration.Brands vs private labels
Brands vs private labelsSameer Mathur
油
This presentation is about the impact of Private labels on the sales of National and International Brands. It also studies the increasing number of private labels in India.What are private label brands ?
What are private label brands ?Sameer Mathur
油
Private label brands are brands that are developed and owned by retailers and wholesalers rather than manufacturers. Examples include Walmart's "Great Value" brand. Intermediaries create their own private label brands because it allows them to profit from manufacturing deals with excess capacity and to avoid research, advertising, and other costs associated with national brands. Private label brands offer advantages to retailers like more control over pricing, marketing plans, and profits. Demand for private label brands is growing as customers increasingly prefer them as an alternative to national brands. Global studies show that private label brands now make up an average of 15% of the value share in 75% of product categories worldwide.Brands Versus Private labels : Fighting to win
Brands Versus Private labels : Fighting to winSameer Mathur
油
This presentation is done by Naagarjun K S, SIT Tumkur. During the internship by Prof Sameer Mathur IIM Lucknow.Making the most of a polarizing brand
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油
This document discusses strategies for capitalizing on and creating brand polarization. It provides examples of brands that have successfully utilized polarization, such as Miracle Whip and Progressive Insurance's Flo character. The document also discusses tactics for companies to amplify polarization such as placating haters, poking haters, driving wedges in the market through differentiated targeting, and launching provocative ads. Overall, the document argues that polarization can increase brand awareness, sales, and fan enthusiasm if properly leveraged.To what extent must the company adapt its products and marketing program to e...
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油
The document discusses different strategies companies can take when adapting products and marketing for global markets. It outlines approaches like product standardization, adaptation, and invention. It also covers adapting brand elements, communications, pricing, and distribution strategies for different countries and cultures. The key challenge is determining how much to adapt products and marketing for each foreign country versus maintaining global standardization.Creating customer value and customer relationships3
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油
Companies can attract and retain customers and build strong relationships by implementing customer relationship management strategies that study customer touchpoints to maximize loyalty, using permission marketing which only targets consumers who opt-in, and by reducing customer churn through managing the existing customer base and win-back programs for former customers.How do marketers influence country-of-origin effects?
How do marketers influence country-of-origin effects?Sameer Mathur
油
Country-of-origin perceptions refer to the mental associations and beliefs consumers have about products based on where they were made. Marketers can influence these perceptions to make consumers view products from certain countries more favorably. Countries now market themselves like brands to build a positive image abroad. Marketers must consider how their country is perceived both domestically and internationally when promoting products to tap into global markets.Presentation3
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油
A market is a place where organizations can purchase raw materials and components from other businesses to resell or use in manufacturing other products. Business markets have fewer but larger buyers than consumer markets. Suppliers in business-to-business markets can closely track customer demand and purchasing is done by professionals often through buying committees. The demand for business goods ultimately depends on the demand for consumer goods.Julian treasure
Julian treasureSameer Mathur
油
1. People complain that when they speak others ignore them
2. So what is it to speak powerfully
3. What are some habits which lead to ignorance?
4. Julian Treasure (Speech therapist) Created a list of few habits
5. Gossip
6. Complaining
7. Complaining Negativity
8. Judging
9. Judging Excuses
10. Dogmatism Where opinions are confused with facts
11. But how can we get rid of it?
12. By using HAIL
13. By using HAIL But not these
14. This can be done by using a tool box
15. This can be done by using a tool box Yes, we all have it
16. Tools Like -Register Depth in it is associated with power and authority
17. Tools Like -Register -Timber People prefer voices which are rich and smooth
18. Tools Like -Register -Timber -Prosody There should be rise and fall of language
19. Tools Like -Register -Timber -Prosody It should be slowed while emphasising -Pace
20. Tools Like -Register -Timber -Prosody Helps in changing meaning of same line -Pace -Pitch
21. Tools Like -Register -Timber -Prosody It makes people pay attention -Pace -Pitch -Volume
22. Public Talks
23. Public Talks Social Gathering
24. Board meetings
25. Board meetings Job interviews
26. You just need to warm up your voicesPrivate label brands & New Retail Enviornment
Private label brands & New Retail EnviornmentNitesh Singh Patel
油
This document discusses private label brands and the new retail environment. It begins by defining retailing and describing different types of retailers like department stores, supermarkets, and convenience stores. It then covers non-store retailing forms like direct selling and direct marketing. The document also discusses how corporate retailing and franchising work. It notes that the retail environment is changing due to factors like growing consumer expectations and competitive pressures. This has led to new retail forms and combinations like stores with coffee shops. The document concludes by discussing the advantages and disadvantages of private label brands for retailers and customers.Ebay's fee structure.
Ebay's fee structure.Sameer Mathur
油
Ebay's fee structure is optimal according to the document. It earns money by collecting insertion fees and final value fees from sellers. While charging lower fees to larger volume buyers can attract more business, eBay needs to be careful not to scare away regular consumers with high fees. The document also notes that eBay's fee notations and multiple categories can confuse new users. Overall, eBay has survived for two decades due to its vast selection and reasonable fee demands.How is brand equity built, measured and managed
How is brand equity built, measured and managedSameer Mathur
油
This document discusses several aspects of branding, including initial brand elements, brand equity, integrated marketing, leveraging brand associations, measuring brand equity, brand value chain, Interbrand's brand valuation method, and understanding original sources of brand equity. It provides information on memorability, meaningfulness, likability, transferability, adaptability, and protectability of brand elements. It also discusses brand contact, integrated marketing, using secondary brand associations to build brand equity, direct and indirect approaches to measuring brand equity, and stages of the brand value chain.More from Sameer Mathur (20)
THE CREATIVE THAT CRACKS THE CODE
THE CREATIVE THAT CRACKS THE CODE Sameer Mathur
油
This document discusses the evolution of advertising and creativity in marketing. It describes how advertising has shifted from creative art directors to all science and how online ads have become highly targeted. Early forms of outdoor advertising like billboards aimed for brand awareness. Social media advertising took off in the 2000s and platforms like Pinterest drove significant traffic. Successful ad campaigns used viral videos, humor, simplicity and leveraged memes and cultural trends. Native advertising embedded in media content saw greater engagement. Indian ads often use humor, entertainment and socially responsible messaging with creativity tailored for their audience. Crowd-sourcing and game-like ads may be effective future strategies.Internship under Prof Mathur
Internship under Prof MathurSameer Mathur
油
Internship Under Dr. Sameer Mathur Professor at IIM Lucknow
What you learnt about creating presentations
The following points
Brief topics from this book
About Needs ,Wants ,Demands , Value & Satisfaction
3 Different cases Were discussed.
Understanding the Situation and problem being faced
Analysis of a HBR article
By: Julia kirby
Learned advertisement and their effect Target advertisement Impact on customers Using memes and other technical advantages Beating compititionsFor mobiles, think apps,not ads
For mobiles, think apps,not adsSameer Mathur
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This document discusses constraints of convenience mobile apps and provides an example of a successful mobile advertising campaign by Bose. Some key constraints of convenience apps mentioned are that they are not very effective for acquiring new customers, only established brands with large customer bases can leverage them well, and it will get harder to differentiate as more companies adopt them. The case study then describes how Bose partnered with AdNear to target affluent travelers near airports and high-end neighborhoods with mobile ads, which delivered over 5,000 clicks per day.Case study on Goodyear: The Aquatred launch
Case study on Goodyear: The Aquatred launchSameer Mathur
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Goodyear was considering launching the Aquatred tire. Some key questions around the launch included whether it was the right product, the right timing, and whether distribution channels should be expanded. The Aquatred offered superior wet traction compared to competitors' tires and had a tread life of 60,000 miles, longer than industry average. However, pricing it at a 10% premium may limit some buyer groups. Launching during the winter Olympics could provide an early advantage through promotions tied to the games. Expanding independent dealers and wholesale channels may require additional support and incentives. Careful consideration of competitors' actions and market response would also be important.Revitalize brands
Revitalize brandsSameer Mathur
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This document discusses strategies for revitalizing declining or dead brands. It identifies the main causes of brand decline as managerial actions, environmental factors, and competitive actions. Managerial missteps like compromising quality, frequent price increases without added value, price cuts using cheaper materials, neglecting the brand, and failing to stay relevant to the target market can weaken a brand over time. Environmental changes in technology or regulations and aggressive moves by competitors can also cause brands to fade. The document argues that reviving rather than replacing brands can leverage existing brand equity if the brand still commands premium status and has a clear differentiation. Research is key to understanding what made the brand successful originally and how to reposition it. Reviving a brand requiresGino sa
Gino saSameer Mathur
油
Burners are electromechanical devices that provide controlled flames for combustion applications such as boilers and furnaces. Between 1990-1995, oil combustion boilers started replacing coal combustion boilers in the domestic Chinese market. Between 1995-1998, the Chinese burner market saw increased diversification and competition as well as 20% annual growth in demand for industrial burners. The document also discusses Gino's in-house production capabilities, established distribution network, and international exposure in burner markets as well as two of its distributors in China.Case analysis :Gino SA distribution channel management
Case analysis :Gino SA distribution channel managementSameer Mathur
油
This document analyzes Gino SA's distribution channel management and options regarding giving OEM status to Feima Boiler Co. Ltd. Key points include:
- Gino sells burners through distributors Jinghua, FUNG's, and Wayip who are demanding better terms
- Feima wants OEM treatment to get a 10% discount and buy 50% of its commercial/industrial burners from Gino
- Jinghua opposes this deal as Feima is its existing customer
- Giving OEM to Feima could gain a new reference account but upset Jinghua, potentially losing 6% of its profits
- Alternatives include not signingWhat are brands good for, Niraj dawar
What are brands good for, Niraj dawarSameer Mathur
油
Its an analysis of branding done by Nagarjun K S. During an internship from Prof. Sameer Mathur IIM LucknowBrand is forever
Brand is foreverSameer Mathur
油
A BRAND IS FOREVER! A FRAMEWORK FOR REVITALIZING DECLINING AND DEAD BRANDS
2. REVIVAL OF A DEAD BRAND The revitalization of a brand is usually less costly and risky than introducing a new brand, which can cost tens of millions and will more likely fail than succeed -Aaker(1991)
3. REVIVAL OF A DEAD BRAND  neither the lifespan of a brand nor its ultimate destiny is predetermined  But, brand decline is a reversible process  Ex: Harley Davidson and ford after facing great competition lost their hold still regained their status because of their brand value.
4. REVIVAL OF A DEAD BRAND The revitalization of a brand is usually less costly and risky than introducing a new brand, which can cost tens of millions and will more likely fail than succeed -Aaker(1991)
5. DECLINE AND DEATH OF BRANDS Brand equity framework: The differential effect that consumer knowledge about a brand has on the customer’s response to marketing activity, and consumer brand knowledge can be characterized in terms of brand awareness and brand image dimensions A brand with strong equity has high awareness and consumers hold strong, favourable, and unique brand associations
6. DECLINE AND DEATH OF BRANDS Pan am and Oldsmobile (general electrical) examples illustrate that even well-known brands can decline as a result of a wide variety of factors.
7. CAUSES OF BRAND DECLINE Product life cycle (PLC) framework: identifies four stages: introduction, growth, maturity, and decline. It uses sales to define the stages of the life cycle, which in turn are used to predict sales. Different forces leads to brand’s evolution • Managerial actions • Environmental factors • Competitive actions
8. CAUSES OF BRAND DECLINE MANAGERIAL ACTIONS Brands often decline because of leadership, management, and employees making excuses rather than acting with integrity Managerial actions which can cause this are: product quality, price increases, price cuts, brand neglect, and inability to stay with the target market.
9. CAUSES OF BRAND DECLINE MANAGERIAL ACTIONS Product quality: When compromises in product quality for cost-cutting reasons • do not impact brand loyalty in the short run, • managers mistakenly conclude that consumers are willing to accept or live with the change. • At some point when customers’ experiences with the brand do not live up to their expectations, • the brand starts to decline.
10. CAUSES OF BRAND DECLINE MANAGERIAL ACTIONS Price increases : If a company continues to raise prices without offering a corresponding increase in benefits, sooner or later consumers will start to abandon the brand. Volkswagen launched golf but was unable to control costs and had to keep raising prices, until it effectively drove itself out of the entry-level segment where it had once been a leader
11. CAUSES OF BRAND DECLINE MANAGERIAL ACTIONS Price cuts: When a company cuts prices in desperation to increaseWhat are the differences between marketing in a developing and developed market?
What are the differences between marketing in a developing and developed market?Sameer Mathur
油
Developing markets have a larger population than developed markets, so products must be marketed differently to serve consumers in developing countries. Marketers should connect with individual consumers in developing countries and understand their needs, as many live in poverty and have different priorities than consumers in developed nations. While a Western image can sometimes help in developing markets, companies should also learn from local developing countries on how to best compete in those regions.What factors should a company review before deciding to go abroad?
What factors should a company review before deciding to go abroad?Sameer Mathur
油
A company considering expanding globally should review factors like higher potential profits from a larger customer base, the need to compete with global competitors, and risks like offering unworthy products, facing confused business cultures, and requiring efficient managers to navigate challenges abroad.How can companies evaluate and select specific foreign markets to enter?
How can companies evaluate and select specific foreign markets to enter?Sameer Mathur
油
Companies can carefully select foreign markets to expand into by evaluating countries with high market attractiveness and low market risk. This allows for a carefully planned expansion with less strain on resources. For example, Microsoft sold over 150 million copies of Windows 7 across 100 countries simultaneously by targeting neighboring countries and those with psychological proximity, but avoided overextending into too many new markets at once.Why is marketing important
Why is marketing importantSameer Mathur
油
Marketing is the process of creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society. It is important as it helps identify human and social needs, build demand for products and services, introduce and gain acceptance for new products, create job opportunities, build strong brands, build loyal customer bases, reduce risks, and forecast future trends and demands. This document was created by Rahee Hardaha during an internship with Prof. Sameer Mathur of IIM Lucknow.What is the scope of marketing
What is the scope of marketingSameer Mathur
油
The document defines the modern market as including not just goods and services, but also experiences, people, places, organizations, ideas, and information. It was created by Rahee Hardaha of IIT Delhi during an internship with Professor Sameer Mathur of IIM Lucknow to explore what constitutes a market in the 21st century beyond traditional concepts.What are some core marketing concepts
What are some core marketing conceptsSameer Mathur
油
This document provides an overview of core marketing concepts for the 21st century. It defines needs and wants, demand, target positioning and segmentation. It also discusses offerings and brands, marketing channels including communication, distribution, and service channels. Additionally, it covers supply chain, competition, and marketing environment including task and broad environments. The document was created by Rahee Hardaha of IIT Delhi during an internship with Prof. Sameer Mathur of IIM Lucknow.How has marketing management changed in recent years
How has marketing management changed in recent yearsSameer Mathur
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The document discusses how major social forces over the past 10 years have created new marketing behaviors and transformed today's marketplace. These forces include advances in network information technology, globalization, deregulation, heightened competition, industry convergence, and retail transformation. As a result, consumers now have more buying power and can access fuller and richer information online. Marketers have also gained new capabilities by tapping into social media, mobile marketing, and offering individually differentiated goods and services.Risks taken by southwest airlines !
Risks taken by southwest airlines !Sameer Mathur
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Southwest Airlines faces several risks in its business operations, including running flights with only half of seats filled, which could lead to low revenue. It also engages in price wars that sometimes force it to keep ticket prices low. Additionally, Southwest is susceptible to rising fuel costs, economic downturns, and increasing labor costs from contract negotiations. The airline also faces greater competition from other major carriers that are financially healthier as well as rapidly growing low-cost carriers. Despite these risks, Southwest has maintained its position in the market through strong customer and employee loyalty.Southwest airline's success?
Southwest airline's success?Sameer Mathur
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Southwest has mastered the low-price model and has the financial results to prove it. Why dont the other airlines copy Southwests model?
-By Sravya TanmayeeWhat's next with ebay?
What's next with ebay?Sameer Mathur
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Whats next for eBay? How does it continue to grow when it needs both buyers and sellers? Where will this growth come from?Ebay's success story?
Ebay's success story?Sameer Mathur
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Why has eBay succeeded as an online auction marketplace while so many others have failed?
by Sravya TanmayeeAd
Kanak2
- 12. COMPLAINING