PRODUCT & BRAND MANAGEMENT

BATCH 2019-21
Situation Analysis

Anand Desai
 MARKETING PLANNING
3 Core Qs
Where Are We Now?
Where Are We Going? / Where Do We Want To Be?
How Do We Get There?

Have We Got There?

STRATEGIC BRAND BUILDING & MANAGEMENT
PROCESS
Internal Company Analysis Strategic Analysis External Audit
• Vision, Mission and • PESTEL Analysis
Organizational Culture Identify Opportunities: Brand Objectives • Porters Five Forces
• Company Strengths & • Industry Analysis
Weaknesses • Competitor Analysis
• Existing Brand Image Designing Identity of Brand • Customer Analysis
• Brand Heritage Brand as a Product • Supplier Analysis
Brand as a Person – Brand Personality • Substitutes
Brand as a Symbol
Feedback Brands as an Organization
ORGANIZATIONAL ACTIVITY

Grow and Sustain Brand Equity Identify Brand Value Proposition

Manage Brand Challenges over Time Functional Benefits
Manage Brands across Boundaries Self-expressive Benefits
Emotional Benefits

Branding Strategies Identify Brand Positioning basis

Brand Architecture
Brand Stretching
Brand Extension Strategies Build a Brand through the Marketing
Programs
Product Strategy
Measure Brand Performance Pricing Strategy
Financial measures Promotion Strategy
Customer-based measures Distribution Strategy
Online Strategy

CONSUMER’S UNDERSTANDING
Brand Meaning: Brand Image, Brand Positioning,
OF THE BRAND
Brand Personality
 THE STRATEGIC FIT
Brand
Product Design
Communication
and Features
Brand is Purchased Social
Responsibility

Place

Brand is Created Brand

Evaluation by Price

Consumers
Perceived
Self-image

Feedback Brand Image

Company Brand Identity
(BI2)
(BI1)

(BI2) similar to (BI1) (BI2) dissimilar to (BI1)

Brand meets Expectations

Strong Brand Brand Gap

SITUATION ANALYSIS
Defining Competition
Category Attractiveness Analysis
Competitor Analysis
Customer Analysis
 DEFINING COMPETITION
Generic Competition Product Form Competition
BEVERAGES Ice Cream DIET COLAS

Coff
Tea ee
Regular
Colas

Other
Other Diet Lemon Juices
Bottled Aerated Diet ??
?? Drinks
Diet Coke Drinks
Water Pepsi
Colas

Bottled Fruit
Drinks
Bee e
r Win

Fast Food
Product Category Competition Budget Competition
SOFT DRINKS FOOD &
DEFINING COMPETITION USING CUSTOMER
SEGMENTS

Market for
TRAVEL SERVICES
MARKET SEGMENTS
Generic Competitors Business Travelers Tourists Students
Airlines  
Train   
Bus  
Vehicle (Rented) 
Vehicle (Own) 
 LEVELS OF COMPETITION
Implications for Product Strategy
Competition Level Product Management Task
Product Form Convince Customers that the Brand is better than others in the Product
Form
Product Category Convince Customers that the Product Form is the best in the Category
Generic Convince Customers that the Product Category is the best way to satisfy
needs
Convince Customers that the Generic Benefits are the most appropriate way
Budget
to spend the discretionary budget
 DETERMINING COMPETITORS
Customer-based Measures

Brand-switching Matrix
TIME (t+1)
A B C D E
A 0.6 0.2 0.2 0 0
B 0.2 0.3 0.4 0.1 0
TIME
C 0.2 0.3 0.5 0 0
(t)
D 0 0.1 0.1 0.5 0.3
E 0.1 0 0 0.4 0.5
 DETERMINING COMPETITORS
Customer-based Measures

Defining Competition with Brand Choice Data

All
Brands

National Regional

Family Family
Diet Regular
Brand 1 Brand 2

Cola Non-Cola
 DETERMINING COMPETITORS
Customer-based Measures

Defining Competition with Perceptual Mapping

 DETERMINING COMPETITORS
Customer-based Measures

Defining Competition with Perceptual Mapping

CATEGORY ATTRACTIVENESS: SUMMARY
Aggregate Category Factors
Category Factors
Environmental Factors
CATEGORY ATTRACTIVENESS ANALYSIS
Aggregate Category Factors
Category Size
Category Growth
Stage in PLC
Sales Cyclicity
Seasonality
Profits
ATTRACTIVENESS OF MARKET VARIABLES

ATTRACTIVENESS
High Low
Market Size + -
Market Growth + -
Sales Cyclicity - +
Sales Seasonality - +
Profit Level + -
Profit Variability - +
CATEORY ATTRACTIVENESS OVER THE PLC
CATEGORY ATTRACTIVENESS ANALYSIS
Category Factors
Current Category Rivalry
Threat of New Entrants
Bargaining Power of Buyers
Bargaining Power of Suppliers
Threat of Substitutes
Category Capacity
CATEGORY ATTRACTIVENESS ANALYSIS
CATEGORY ATTRACTIVENESS ANALYSIS
Environmental Analysis
Political
Economic
Social
Technological
Environmental
Legal
 COMPETITOR ANALYSIS
Who are they?
What are features of the competing products?
What do they want?
What is their current strategy?

Who has the Competitive Advantage?

(Differential Competitor Advantage Analysis?)

What are they going to do in future?

COMPETITOR ANALYSIS
Product Features Matrix
Assessing Competitor Strategies
Differential Advantage Analysis
Competitor’s Capabilities Matrix
 COMPETITIVE CONJECTURE PROCESS
Customer
response
Our Unit
Our Profit
sales
Their expected
Price

We lower our Our total

Price Outcome

Their Price
reaction
Our Unit
Our Profit
sales
Customer
response