The document discusses guidelines for conducting a brand audit. It explains that a brand audit involves both a brand inventory and brand exploratory. The brand inventory assesses internal brand elements, marketing programs, positioning, and competitors. The brand exploratory uncovers consumer perceptions, associations, and brand equity. The document provides an outline for a brand audit report, which includes executive summary, background on the brand and industry, consumer analysis, inventory and exploratory sections, and recommendations.
DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEMAvinash Singh
?
This document discusses the development of a brand equity measurement and management system. It outlines a brand value chain approach for assessing how marketing investments create brand value at different stages from program implementation to customer mindset to market performance to shareholder value. Multipliers are described that influence how value moves through these stages. The document also provides details on how to design brand tracking studies, develop a brand equity charter and reports, and establish organizational responsibilities to manage brand equity over time.
The document discusses the importance of effective merchandising for protecting and growing market share. It explains that merchandising enhances a brand's exposure and increases sales. Outsourcing merchandising to a company like Synergy allows brands to ensure consistency at every point of consumer interaction while freeing up internal teams to focus on driving sales. Synergy provides experienced merchandising specialists and detailed reporting to help clients maximize sales and meet retailer requirements.
Uniqlo uses a direct marketing approach, selling products through their own retail stores and online. They target customers ages 18-40 with basic, high-quality clothing. Uniqlo differentiates through functional innovations and a focus on universal design. They price competitively similar to H&M and Zara and promote through digital advertising, sales, and public relations events. Maintaining quality suppliers and engaging in sustainability initiatives also builds their brand image. Uniqlo's marketing strategy centers around consistent, accessible style through their product mix and omni-channel presence.
Perfetti Van Melle is a global confectionery company with a strong portfolio of candy, gum, and mint brands. In India, it has a 22.1% market share and annual sales of ?2000 Crore. As part of its marketing mix, Perfetti Van Melle offers a variety of affordable products priced as low as Re. 1. It utilizes a multi-tiered distribution system to reach both urban and rural markets across India. The company promotes its brands through television and print ads, retail schemes, contests, and games to maintain a high level of brand recall among consumers.
The document outlines Interbrand¡¯s methods for measuring brand equity, emphasizing that brand equity reflects the economic and financial value of a brand based on its market performance and consumer perceptions. It discusses various approaches, including comparative and holistic methods, and details the Interbrand brand strength score, which incorporates seven key factors to assess the brand's ability to generate future earnings. Ultimately, the document highlights the importance of brand equity measurement for strategic business purposes, such as mergers and acquisitions.
Consumer behaviour study for luxury brandsSaisha Nagpaul
?
This report analyzes consumer behavior towards luxury brands, highlighting that purchases are driven by desire and identity rather than rationality or convenience. Key factors influencing the market include income, brand loyalty, exclusivity, and evolving consumer perceptions of luxury products. The growth of the Indian luxury market, expected to reach $18.3 billion by 2016, is fueled by rising disposable incomes and increased brand awareness among consumers, particularly in tier-ii and tier-iii cities.
The document outlines the areas to be covered in a presentation on the brand audit of Nestle Pure Life water. It includes sections on the history and logo history of Nestle, an introduction to Nestle Pure Life in Pakistan, the brand's mission and vision, elements and attributes. It also discusses Nestle Pure Life's major competitors, marketing mix, sources of brand equity, SWOT analysis, suggestions and recommendations.
The document discusses Bata's marketing strategy using the 4 P's framework. It outlines Bata's main product lines including casual shoes, formal shoes, and sports shoes under various brands. It notes that Bata aims for affordable, mass market pricing and prices products slightly below competitors to attract customers. Promotion is mainly through seasonal sales and discounts communicated through word of mouth. Bata's wide distribution network through strategically placed manufacturing units and showrooms, including in rural areas, allows it to swiftly and effectively serve customers across various regions.
1) Porter's five forces analysis finds the global apparel industry has medium threat of new entrants due to modest growth and low capital requirements, but high bargaining power of customers and suppliers who face few switching costs. Rivalry is also high due to frequent price changes and ease of switching brands.
2) Zara's value chain emphasizes rapid design, production, and distribution through internal suppliers and owned factories. New collections are delivered to stores every two weeks to quickly reflect changing fashion trends. Marketing relies on brand reputation and store displays rather than advertising.
3) Zara's infrastructure allows for fast global coordination between managers, designers, and suppliers. Over half of its 60,000 young, female workforce is based
1) Adidas was founded in 1949 in Germany by Adolf Dassler and has its headquarters in Herzogenaurach, Germany.
2) It is a major sportswear and footwear company with over 60,000 employees worldwide and a CEO named Kasper R?rsted.
3) In India, Adidas entered through a licensing agreement in 1989 and has since expanded its operations, becoming a leading brand with a market share of 36% as of 2017.
Primark currently does not have an online store despite demand from customers. Competitors like other high street brands have online presences. The document proposes creating an online store to reach more customers worldwide, engage through new communication channels, and increase sales. A strategy is outlined that would target fashion-conscious women aged 15-30 in cities through a trendy, affordable brand positioning online. Tactics include redesigning Primark's website with an online store, search marketing, affiliate marketing, and social media promotions. Key performance indicators like website traffic and sales would track the strategy's success.
Nappa Dori is a luxury leather goods brand founded in 2010 by Gautam Sinha that focuses on high quality leather products inspired by Indian aesthetics. The company works with artisans in Kutch, India who handcraft products using traditional techniques like katharni ka silai. Nappa Dori has established itself in the hospitality industry and counts many celebrities among its clients. It has grown to over 50 employees with an estimated $2.2 million in annual revenue while also supporting local artisans and charity organizations.
The 4Ps of Bata (Marketing presentation)Malik Waseem
?
The 4Ps of marketing refers to the four elements of a marketing mix - product, price, place, and promotion. The marketing mix has been defined as the set of marketing tools used by a firm to achieve its marketing objectives. Bata is a shoe company that was founded in 1894 and uses various 4P strategies. It has a large product portfolio of shoes and accessories sold at affordable prices using psychological pricing strategies. Bata has over 400 retail outlets located based on extensive market research. It promotes through seasonal sales, religious events, and celebrity endorsements.
This document provides information about the fashion brand Zara, including:
1) Zara is owned by Inditex, one of the largest fashion retailers in the world, which operates over 6,000 stores globally and several other brands.
2) Zara prides itself on having the latest fashion trends at affordable prices and short production cycles to constantly refresh stores.
3) Financial information is presented showing Inditex's increasing sales and profits from 2010-2014, with Zara being the leading brand.
The document discusses brand identity and branding strategies. It defines a brand as the perception customers have about a product or service. It then describes the Brand Identity Prism model which examines a brand across six dimensions: physique, personality, culture, relationship, reflection, and self-image. The model helps position a brand, design marketing strategies, communicate the brand identity, and streamline marketing campaigns. The document provides examples of branding strategies such as brand extension, line extension, and family branding used by various companies.
Procter & Gamble (P&G) is an American multinational consumer goods company founded in 1837. It has pursued growth through acquisitions, international expansion, and innovation in product development and marketing. P&G pioneered approaches like celebrity endorsements, television and radio sponsorships, and digital/social media marketing. It focuses on rigorous research and testing of products and marketing strategies. P&G's continued success stems from adapting to new technologies and consumer preferences while building on its strengths in brand portfolio management and marketing capabilities.
The document summarizes the sales organization and distribution process of ITC Limited, an Indian conglomerate company. It outlines ITC's product lines and some of its premier brands. It then describes the sales organization structure, distribution channels, territory alignment, roles and responsibilities of salespeople, and the sales process. It also discusses sales force training and development programs as well as performance management and challenges faced.
Procter & Gamble, founded in 1837, is a leading American consumer goods company known for its iconic brands such as Gillette and Pampers. The company's marketing strategy focuses on innovation, consumer research, and digital marketing while leveraging partnerships for product development. P&G's approach includes tailored advertising campaigns, celebrity endorsements, and a strong presence in social media to connect with diverse consumer segments globally.
This document summarizes the history and rise of private label products compared to manufacturer brands. It discusses how in the 20th century, manufacturer brands dominated the market through quality products and mass advertising. However, in the late 20th century, retailers started developing national chains and began producing their own private label products to differentiate themselves and gain bargaining power over suppliers. The document then outlines the benefits and types of private labels, as well as strategies manufacturer brands can use to compete against the growing private label threat.
Research on Current Omni Channel Strategies followed by Indian Brandsshivasrri sethuraman
?
Arvind Limited, a leading textile manufacturer in India and the world's fourth-largest denim producer, operates over 1,200 stores nationwide and offers both in-store and online shopping through its omni-channel platform, nnnow.com. The company partners with various international brands and has a diverse product mix targeting men, women, and children, while focusing on customer convenience with features like same-day delivery and easy returns. Additionally, Arvind has launched specialized retail formats and a marketing campaign to strengthen its brand presence in the competitive fashion and retail market.
This document discusses a project to develop new denim fits for the Lee brand. It aims to analyze current denim fit trends in the market and identify gaps in Lee's offerings compared to competitors. The objectives are to understand fit and price options from Lee and other brands, develop new fits/products as per market requirements, and find price brackets of competitors. Secondary data on the Indian denim market size and trends will be analyzed. New denim fits like regular straight, slim straight, skinny straight, joggers and dungarees will be developed and costed. Consumer research will also be conducted to help guide the product development.
Procter and Gamble Marketing ManagementPoonam Sankhe
?
This document provides an in-depth overview of Procter & Gamble's history, marketing strategies, and operations, highlighting key milestones and products since its founding in 1837. It discusses market segmentation, the marketing mix, promotional strategies, and competitive analysis while detailing the company's challenges and strategic management practices. Additionally, it includes a SWOT analysis and examines the broader socio-economic and technological factors influencing the consumer goods market.
GAP is a brand-builder that aims to express personal style throughout life. Its vision is to solidify its brand and attract new customers online. In 1969, Don and Doris Fisher opened the first GAP store targeting late teens. By the 1970s, GAP introduced private labels to control its supply chain. Today, GAP has over 3,000 stores worldwide and is recognized for its classic clothing. However, GAP faces challenges including decreasing sales and attracting Generation Y customers.
Kit Kat was introduced in the UK in 1935 and is now owned by Nestle. It consists of chocolate-covered wafer fingers. Kit Kat has expanded globally and offers various products like balls and minis. The document proposes a new Kit Kat bottle product that contains chocolate balls that can be dispensed one by one by turning the bottle. It discusses marketing this product through family packs and promotions around holidays. Placement would be in supermarkets, gas stations, airports and online. The target audience is families and friend groups looking for a sharing snack. Competitors offer similar chocolate-wafer products but not in a portable bottle format. The product, pricing, partners and value proposition are outlined in a business model canvas.
The document outlines the areas to be covered in a presentation on the brand audit of Nestle Pure Life water. It includes sections on the history and logo history of Nestle, an introduction to Nestle Pure Life in Pakistan, the brand's mission and vision, elements and attributes. It also discusses Nestle Pure Life's major competitors, marketing mix, sources of brand equity, SWOT analysis, suggestions and recommendations.
The document discusses Bata's marketing strategy using the 4 P's framework. It outlines Bata's main product lines including casual shoes, formal shoes, and sports shoes under various brands. It notes that Bata aims for affordable, mass market pricing and prices products slightly below competitors to attract customers. Promotion is mainly through seasonal sales and discounts communicated through word of mouth. Bata's wide distribution network through strategically placed manufacturing units and showrooms, including in rural areas, allows it to swiftly and effectively serve customers across various regions.
1) Porter's five forces analysis finds the global apparel industry has medium threat of new entrants due to modest growth and low capital requirements, but high bargaining power of customers and suppliers who face few switching costs. Rivalry is also high due to frequent price changes and ease of switching brands.
2) Zara's value chain emphasizes rapid design, production, and distribution through internal suppliers and owned factories. New collections are delivered to stores every two weeks to quickly reflect changing fashion trends. Marketing relies on brand reputation and store displays rather than advertising.
3) Zara's infrastructure allows for fast global coordination between managers, designers, and suppliers. Over half of its 60,000 young, female workforce is based
1) Adidas was founded in 1949 in Germany by Adolf Dassler and has its headquarters in Herzogenaurach, Germany.
2) It is a major sportswear and footwear company with over 60,000 employees worldwide and a CEO named Kasper R?rsted.
3) In India, Adidas entered through a licensing agreement in 1989 and has since expanded its operations, becoming a leading brand with a market share of 36% as of 2017.
Primark currently does not have an online store despite demand from customers. Competitors like other high street brands have online presences. The document proposes creating an online store to reach more customers worldwide, engage through new communication channels, and increase sales. A strategy is outlined that would target fashion-conscious women aged 15-30 in cities through a trendy, affordable brand positioning online. Tactics include redesigning Primark's website with an online store, search marketing, affiliate marketing, and social media promotions. Key performance indicators like website traffic and sales would track the strategy's success.
Nappa Dori is a luxury leather goods brand founded in 2010 by Gautam Sinha that focuses on high quality leather products inspired by Indian aesthetics. The company works with artisans in Kutch, India who handcraft products using traditional techniques like katharni ka silai. Nappa Dori has established itself in the hospitality industry and counts many celebrities among its clients. It has grown to over 50 employees with an estimated $2.2 million in annual revenue while also supporting local artisans and charity organizations.
The 4Ps of Bata (Marketing presentation)Malik Waseem
?
The 4Ps of marketing refers to the four elements of a marketing mix - product, price, place, and promotion. The marketing mix has been defined as the set of marketing tools used by a firm to achieve its marketing objectives. Bata is a shoe company that was founded in 1894 and uses various 4P strategies. It has a large product portfolio of shoes and accessories sold at affordable prices using psychological pricing strategies. Bata has over 400 retail outlets located based on extensive market research. It promotes through seasonal sales, religious events, and celebrity endorsements.
This document provides information about the fashion brand Zara, including:
1) Zara is owned by Inditex, one of the largest fashion retailers in the world, which operates over 6,000 stores globally and several other brands.
2) Zara prides itself on having the latest fashion trends at affordable prices and short production cycles to constantly refresh stores.
3) Financial information is presented showing Inditex's increasing sales and profits from 2010-2014, with Zara being the leading brand.
The document discusses brand identity and branding strategies. It defines a brand as the perception customers have about a product or service. It then describes the Brand Identity Prism model which examines a brand across six dimensions: physique, personality, culture, relationship, reflection, and self-image. The model helps position a brand, design marketing strategies, communicate the brand identity, and streamline marketing campaigns. The document provides examples of branding strategies such as brand extension, line extension, and family branding used by various companies.
Procter & Gamble (P&G) is an American multinational consumer goods company founded in 1837. It has pursued growth through acquisitions, international expansion, and innovation in product development and marketing. P&G pioneered approaches like celebrity endorsements, television and radio sponsorships, and digital/social media marketing. It focuses on rigorous research and testing of products and marketing strategies. P&G's continued success stems from adapting to new technologies and consumer preferences while building on its strengths in brand portfolio management and marketing capabilities.
The document summarizes the sales organization and distribution process of ITC Limited, an Indian conglomerate company. It outlines ITC's product lines and some of its premier brands. It then describes the sales organization structure, distribution channels, territory alignment, roles and responsibilities of salespeople, and the sales process. It also discusses sales force training and development programs as well as performance management and challenges faced.
Procter & Gamble, founded in 1837, is a leading American consumer goods company known for its iconic brands such as Gillette and Pampers. The company's marketing strategy focuses on innovation, consumer research, and digital marketing while leveraging partnerships for product development. P&G's approach includes tailored advertising campaigns, celebrity endorsements, and a strong presence in social media to connect with diverse consumer segments globally.
This document summarizes the history and rise of private label products compared to manufacturer brands. It discusses how in the 20th century, manufacturer brands dominated the market through quality products and mass advertising. However, in the late 20th century, retailers started developing national chains and began producing their own private label products to differentiate themselves and gain bargaining power over suppliers. The document then outlines the benefits and types of private labels, as well as strategies manufacturer brands can use to compete against the growing private label threat.
Research on Current Omni Channel Strategies followed by Indian Brandsshivasrri sethuraman
?
Arvind Limited, a leading textile manufacturer in India and the world's fourth-largest denim producer, operates over 1,200 stores nationwide and offers both in-store and online shopping through its omni-channel platform, nnnow.com. The company partners with various international brands and has a diverse product mix targeting men, women, and children, while focusing on customer convenience with features like same-day delivery and easy returns. Additionally, Arvind has launched specialized retail formats and a marketing campaign to strengthen its brand presence in the competitive fashion and retail market.
This document discusses a project to develop new denim fits for the Lee brand. It aims to analyze current denim fit trends in the market and identify gaps in Lee's offerings compared to competitors. The objectives are to understand fit and price options from Lee and other brands, develop new fits/products as per market requirements, and find price brackets of competitors. Secondary data on the Indian denim market size and trends will be analyzed. New denim fits like regular straight, slim straight, skinny straight, joggers and dungarees will be developed and costed. Consumer research will also be conducted to help guide the product development.
Procter and Gamble Marketing ManagementPoonam Sankhe
?
This document provides an in-depth overview of Procter & Gamble's history, marketing strategies, and operations, highlighting key milestones and products since its founding in 1837. It discusses market segmentation, the marketing mix, promotional strategies, and competitive analysis while detailing the company's challenges and strategic management practices. Additionally, it includes a SWOT analysis and examines the broader socio-economic and technological factors influencing the consumer goods market.
GAP is a brand-builder that aims to express personal style throughout life. Its vision is to solidify its brand and attract new customers online. In 1969, Don and Doris Fisher opened the first GAP store targeting late teens. By the 1970s, GAP introduced private labels to control its supply chain. Today, GAP has over 3,000 stores worldwide and is recognized for its classic clothing. However, GAP faces challenges including decreasing sales and attracting Generation Y customers.
Kit Kat was introduced in the UK in 1935 and is now owned by Nestle. It consists of chocolate-covered wafer fingers. Kit Kat has expanded globally and offers various products like balls and minis. The document proposes a new Kit Kat bottle product that contains chocolate balls that can be dispensed one by one by turning the bottle. It discusses marketing this product through family packs and promotions around holidays. Placement would be in supermarkets, gas stations, airports and online. The target audience is families and friend groups looking for a sharing snack. Competitors offer similar chocolate-wafer products but not in a portable bottle format. The product, pricing, partners and value proposition are outlined in a business model canvas.
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![[ ??? P&G] [ ?? P&G] ?? ??? 80% ? ?????? ?? ???? ?? ?? (1 ?? / ? ? ?? ) ???? ??? ??? ??? ?? ?? ?? ??? ???? ? ????? ¡®????¡¯ ???? ??? ?? ?? ?? ?? ? ? ?? ??? ?? ??? ??? ?? ??? ?? ?? ???? ?? ??? ??? ?? ?? ?? ???? ? ????? ?? ???? ???? ??? ?? ?? ?? ?? 20 ????? ???? 228 ? ??? ??? ??? ?? ????? ??? ??? ?? ??? ?? ?? ¡® Winning Team¡¯ ??? ??? ?? ?? ??? ??? ?? ? ???? ??? ????? ??? ?? , ??? ?? ???? ??? ???? ????? ???? ?????? ?? ??? ????? _ ??](https://image.slidesharecdn.com/pg-101208082905-phpapp02/85/P-G-19-320.jpg)
![[CAMAY ? ??? ?? ] [CAMAY ? ??? ?? ] CAMAY ? ???? ?????? , ??? ??? ??? ?? ????? ???? . ???? ?? ?? ????? ???? P&G ? CAMAY ? ??? ??? ???? ????? ???? ??? ??? ????? ?? ?? . ??? ?? ??? ???? ???? ???? ??? ?? ???? ?? ?? . ??? ?????? ? ??? ???? ????? ??? . ??? ???? ?? ??? ??? ?????? ?? ??? ? ??? ?????? ?? ???? ???? ??? . ?? ??? ??? ?? ??? ??? ???? ??? ?? ????? . ? P&G ? ???? ??? ?? P&G Power 99 ?? ?? ?? ??? ????? _ ????](https://image.slidesharecdn.com/pg-101208082905-phpapp02/85/P-G-20-320.jpg)
![?? 13~19 ? ??? ?? ??? ??? ???? ?? ?? 2004 ? 2 ??? ?? ?? 28 ? ??? ?? ? P&G ? ??? ??? ???? _ ??? ??? *(Tremor) : 2001 ?? ??? ??? ??? ?? ?? ( http://www.tremor.com ) [ ??? (connector) ?? ?? *] ??? ????? _ ???? ??? ???? SNS ? ?? ??? ??????? ?? ??](https://image.slidesharecdn.com/pg-101208082905-phpapp02/85/P-G-21-320.jpg)
![Connect & Development ? ??? P&G ? ???? ??? ??? ?? ?? ??? ?? ??? ??? ?? ??? ???? ?? ??? ??? ???? ??? R&D ?? ???? ??? ?????? ???? ???? ??? ??? ???? ???? ????? ?? ? ???? ???? , ????? ??????? ??? ??????? ????? ?? ??? ?? ? ¡° ?? ??? ?? ????¡± [C&D ? *] ??? ???? 2) IT ? ????](https://image.slidesharecdn.com/pg-101208082905-phpapp02/85/P-G-37-320.jpg)
