Ideaof branding is consistency – a permanent impression

Consumer – removes uncertainity

Brand commands premium

Consumers derrive – define themselves by showcasing/projectingtheir brand to world – extended self

Provides conc info in small word, makes it easy to acquire and process information

Simplifies choices in a complex world

Company – able to create preferences, legal protection, guidance to managers.

Good company – brand book – document records history, to maintain the level of consistency

Santoor adv – consistency so that central msg is not lost

Brnad Knowledge – build consumer knowledge on brand, though, belief,experiences, feelings, images.

Brand arrives their idea to consumer though positioning

Leverage in brand knowelge – Maggie, reminded customer that we spent great happy time, don’t forget
us

Takes decades of experience, once done – gives competitive advantage

Performance matric – aware – what % of target market is aware

Aided awareness –consumer requires clue

Doesn’t require any clue

Top of minf – consumer remember ur brand 1 st. – highest brand strength

Being in top 3 – almost all purchase from these 3

Laddering – Functional benefits ->consumer benefits with emotional benefits – achieve your dreams

Eg ITC Ashirwad aata

Protecting brand – you loose ur brand and people call ur brand name for the product – curse – you loose
the adv , Milton ka thermos

Flanker – Brand created as a fighter to protect core brand – open side wings – un guarded open sites –
most fulnerable

Cash cow – money

Low end entry level- new – attract new xustomer

High end – prestige

Eg – coke acquired thumbs up – created flanker brand against pepsi – both faught, coke over took pepsi,
exceeding sale of Pepsi & thumbs up

The Producgt Brand – P&G

Umbrella Brand – TATA

Source Brand – Dabur Vatika >>>>>>> Vatika (Dabur gone)

Pepsi VsCoke

-Challagned by frazgmenting the competitors market

Markeet followers strategy

Counterfeiter – fake nike

Cloner – Dike, Belsri,

Imitator- Nirma – lux

Adapters – Pick up – mInor adjustment – cost improvement – S&S –Harley Davidson

Product management – view it as benefits, not form

Product Obsolence

Tech Obsolence –upadate of mobile

Perceived obso –Apple phones

New product – came in to world for 1 st time/ company’s 1st/ Repositioned product

Whc kind of new product succeed in market – diffusion –

Innovators accepting it -> imitation effect on consumer, they accept it Further diffusion

USP – point of difference – Metabical – FDA approved Prescription drug – cosmetic

Demand estimation – far above loss- far below – loss

Packing – 12 weeks for entire packs

If u do right thing- right thing- ur successor gets benefit- moral hazard

Principal agent problem – managers doing right but owners don’t get – whc is right for the firm

1: 12 week trade off

Trial Obsoervable – TB antibiotic resistance- 6 months of medication – most patient do not complete for
6 months

Pricing – Benchmarking – peers + primer – competiton based pricing

Eg. Tirupati - +5 – 5

Most small companies – Mark up pricing – cost, over head , profit orientation

3rd method – perceived value pricing – amt from customer – looking at value eg. Health insuranc etc vs
metabical bill, it can be less or more than actual

4th Method- ROI- calculate-targeted retur pricing method

Distribution management

Imp & Func

- Prinicng can make product adoption – demand

- U make profit when u cover FC + Variable cost
- When u cover FC – Break eve n price, Qty
- If u have greater premiunm on MC, max is the value pricing
- Loss – Price below mark up

Market skimming prices – u enter at top end, charge heavy premium, enthusiasm, next segment
cant afford, so u reduce price n do it again till bottom and introduce new product at top

Market Penetration prices - jio – start lowest, form habit, consumer have no option ,rise it
Behavior dictated by advertisement - ?

Ciggrett – adv creates additional smokers

Viagra add – increased birth rates

Imp tool to persuade ppl – without being aware, u bcm wht u see

Mirror neurons

Make sure, u have same msg along all media – coordinated – integrated marking to make brand
quity

PR diff from event – message communicated such tht it does not feel its promotion, most
comoanues CSR – benefit, receipt of promotion, have gaurds lower, as u don’t kniw, also helps
companys back lashes

Advertisement – high guards

How to restore turst – credibility,

Exp on digital media – exceeded to that of tv

What kind of adds for Youtube- information based add wont work, show images –emothinal,
amusement, excienment, warmnth, nmt 30 sec, 5 sec is great,

Sales promotion

Trade promotion – distributor, push, small

Consumer promotion – free, bucket, more, pull, purpose – liquidate the inventory build up, increase
sales, competivive pressure – balance cut companies

Actual purposr – increase trial, sp for new customer, for non user,

Negative - If u do it regularly – its pervienvce as no value, if predicatable – u loose out, forward

buying/ delyed buying,e.g. Khadi board

How to create loyalty through consumer promotion, eg. Buy once – have a 100 rs cash back, reward
loayalti, vs opportunistic/forward buying

Eg. Coffee shop – coffee bean stamps- makes u want to complete cycle, repurchase

Merchandising – poster danglers, amul girl toran, display – persuades me at the hot state,
conversion is easy, at the last moment

Eg. Hippo inflatables

Objective of communication – persuation

Heirarchial objectives – u cant have one step

Aware – pay attention to, make interested, make them like, desire - Buy (action)

Promotion mix – time line

Awareness build up

% target market is aware – make them interested

Focus on another communication objective

Take thru series of objectievs

AIDA- aware, interest, desire,action

Awarenss – mass media

When u have marketing problem

Check awareness level, check trail level

ADV

Algorithm now, track and chase- catch u in hot state when in hot state more relevant in marketing

Jknowing obj of adv

Budget

Creative strategy

Media

Testing the addd for effectiveness

Adv can generate likability

Obj of amul topical – reminds top of mind, relevalnt at top of mind, u think as top of mind, reminder =-I
m there

Bottom up is ideal –

Msg – ration \ emotional

Need for cognition high –ration, low –emotional