THE DISCUSSION FOR TODAY

GREAT LAKES INSTITUTE OF MANAGEMENT

GURGAON
November 27, 2022
 THE MID TERM CONUMDRUM

• As per your request

– 75 min
– PPT
– Open book
– Net access/ get anything under the sun
– One brand
– 2 questions
 THE DOMAIN

• Lifestyle
– Apparel
– Jewellery
– Leather accessories
– Watches
– Footwear
 AND NOW

• Moving forward….
 BUILDING A STRONG B2B BRAND

• WHAT is a brand?
• WHAT is brand equity?
Brand Equity thru customer based equity

BRAND BRAND LOYALTY

RESONANCE

CONSUMER CONSUMER BRAND REACTIONS

JUDGEMENT FEELINGS

BRAND BRAND BRAND ASSOCIATIONS

PERFORMANCE IMAGE

BRAND SALIENCE
AWARENESS
 BRAND ATTITUDE

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 HOW DO WE BUILD CUSTOMER VALUE?

 A consumer choice in a competitive context

• Going beyond product – comprises including a
service component
What is value for business customers?
CORE
BENEFITS

ADD-ONS

CUSTOMER
VALUE PRICE

ACQUISITION
COSTS
SACRIFICES

OPERATIONAL
COSTS
 OUR PRODUCT STRATEGY OBJECTIVE

• Every part of the organization should deliver superior

value to customer
 WE HAVE 4 TYPES OF PRODUCT LINES

• Proprietary
• Custom built
• Custom designed
• Industrial services
 DEFINING A PRODUCT MARKET

• There are 4 dimensions:

– Customer needs
– Customer segments
– Technological
– Value added
 THE PRODUCT POSITIONING PROCESS

• Mapping of competitive products

• Identification of attributes that customers use to
differentiate options
• Information generation
• Current vs competitive positioning
• Assess the FIT (preferences vs proposed position)
• Evolve positioning
 TLC: the rationale

• Tech enthusiasts
• Visionaries
• Pragmatists
• Conservatives
• Skeptics
 THE CORRESPONDING STRATEGIES

• Bowling pin
• Tornado
• Main street