Brand Personality

Set of human characteristics associated with a brand. Personality is how the brand behaves. Gender, age, socio-economic class, psychographic, emotional characteristics

In Essence
Personality traits are what the brand will live and die for

Examples

Marlboro is masculine while Virginia Slims is feminine. IBM is older while Apple is younger. India Today is old fashioned while Outlook is trendier. Coke is conforming while Pepsi is irreverent.

APPLE

Leader in the competitive market. Computers- Macintosh. Electronics- ipod. Smart phone- iphone. Tablet- ipad.

The brand Focuses on - emotion, passion, imagination. - lifestyle, hopes, dreams, aspiration. Through technology.

Apple`s Personalities

Stylish. Easy going. Friendly. Casual. Innovative. Intuitive. Cool.

The Apple brand personality emphasizes on making people`s lives easier and it is company with genuine connection with its customers.

APPLE The 4P`s

Product Price Place promotion

Product

Portable computers- macbook pro, imac, macbook air, mac mini Servers- xserve, xasan, MacOs X Ser, MobleMe. iphone and ipad. ipod- shuffle, nano, classic. itunes Accessories Wi-Fi based stations Others

Price
Premium brand computer that does not attempt to compete on price . Products are technologically advanced so price is high. The Apple iPad is priced at a minimum of $499. The Apple iPhone costs begin at $99. The Apple iPod Classic is priced starting at $249. The Apple iPod Nano costs $149. The Apple Mac Book costs $999. The Apple MacBook Pro is priced at $1199. The Apple Quicktime Pro for Windows costs $29.99

Place

Apple, Inc Headquarters are located at is located at 1 Infinite Loop, Cupertino, California. They are located in Asia/Pacific, Africa, the Middle East Europe and Latin America.

Apple has over 200 retail stores worldwide including the US, UK and Canada. Apple recently opened a new retail store in Shanghai China.
Apple service providers are certified technicians, who complete regular Apple training and assessments, and offer repair services, and exclusive access to genuine Apple parts.

Promotion

Apple, Inc offers special discounts on refurbished MacIntosh computers, iPod Nanos, and the 8GB iPod Touch. In each case a 1 year warranty is included on the all products. The online Apple Store offers free shipping for orders over $50.

The online Apple store offers iTunes gift cards.

Apple provides a $100 rebate when you purchase a Mac or specific printers from the online store. Apple has packaged back-to-school offers, including some aimed at college students.

NIKE
Is a major publicly traded sportswear and equipment supplier based in the United States .

It is the world's leading supplier of athletic shoes and apparel and a major manufacturer of sports equipment

NIKE Personality
Trendy. Sporty. Stylish. Atheletic. Classy.

The message simply says "Just Do It." to tell the audience that with Nike products you will do what you want to do.

NIKE Marketing Mix

Nike is one of the pioneers in marketing and has one of the strongest marketing mix. Depending mainly on pull strategy.

Product
Shoes. Apparel. Equipment products. Accessories. Headgears, etc.

Price
Nikes pricing is designed to be competitive to the other fashion Shoe retailer. Nike as a brand commands high premiums. The pricing is based on the basis of premium segment as target customers.

Place
Nike shoes are carried by multi-brand stores and the exclusive Nike stores across the globe. Nike sells its product to about 20,000 retail accounts in the U.S. and in almost 200 countries around the world. The company has production facilities in Asia and customer service and other operational units worldwide

Promotion

Promotion is largely dependent on finding accessible store locations. It also avails of targeted advertising in the newspaper and creating strategic alliances Brand ambassadors- Tiger Woods, Lance Armstrong, Micheal Jordon, Rafael Nadal, etc. Events such as Hoop It Up and The Golden West Invitational. The trademark swoosh; make it one of the most recognizable brands in the world .

Ambassadors

LOREAL
World's largest cosmetics and beauty Company. It is located in Paris.

Concentrating on hair color, skin care, sun protection, make-up, perfumes and hair care. Also in dermatological and pharmaceuticals field.

L`oreal Personality
Safe, imaginative and effective products. Wide variety. Skin specialized. Trusted brand. High technology. Prestigious. You`re worth it

Marketing mix
The marketing mix of L`oreal is a great marketer depending both on pull and push strategy

Product
Consumer products- Garnier, Maybelline, Loreal paris Professional products- Loreal professional, Kerastasse, Matrix, Keraskin Aesthetics. Luxury products- Lancome, Giorgio Armani, Ralph Lauren, Diesel, Kiehl`s. Active cosmetics- Vichy, La Roche-Posay. Bodyshop.

Price

High technology products at competitive prices (consumer products).

Place
Mass market retailing channels (consumer products). Saloons (professional products). Department stores, speciality stores, travel outlets. Pharmacies and specialist retailers.

Promotion
Samples in the retail store in order to increase awareness Advertising- posters, movies, actresses as brand ambassadors. Promote through ethical issues- The first advertisement and promotion of L'Oreal product is using the image of the traditionally beautiful women.

you`re worth it

Brand Ambassadors

NIRMA

From this to this

Brand Personality
Various dimensions of multi personality brand Nirma are as follows: a) Sincerity b) Robust c) Affordable d) Competence e) Performer f) Ruggedness g) Powerful (ab jyada shakti Nirma)

Jyada Shakti Nirma: Aimed at lower and lower middle class. Super Nirma: Aimed at the premium segment with the tag better quality always demand higher price. Nirma Powder: -Convert nonuser to users. -prevent competitors to lure away prospective consumers by substandard products. -Generated loyal customer base and substantial volume in the market Product is performer in any odd situation.

Product

Price
High value of proposition. Positioned in lower and lower middle class. Affordable in comparison to competitors. Nirma packets lasts longer. Simple and non- sophisticated packaging hence reduced cost.

Place
Most widely distributed brand. Retail reach of 2 million retail outlets. 40 million consumers. Kirana stores in all parts of the country. Extremely good urban and rural presence. The robust network ensures the availability of various products at different retail outlets across nation.

Promotion

Advertisements focus on the performance and cost effectiveness. Focuses on savvy and budget conscious Indian housewives. Unique advertising strategy- New products are launched with no advertising support. Once the distribution glitches are sorted out and the product reaches the shelves of the retailers, the company begins to distribute it. Jingle Dudh si safedi nirma se ayi, Rangeen kapda bhi khil khil jaye..

McDonald`s Personality
"Speedee Service System" initial mascot. Ronald McDonald- present mascot. The famous double arched "M" symbol. The fast food variety.

Product
McDonalds places considerable emphasis on developing a menu which customers want. Market research establishes exactly what this is. However, customers requirements change over time. In order to meet these changes, McDonalds has introduced new products and phased out old ones, and will continue to do so. In India McDonalds has a diversified product range focussing more on the vegetarian products as most consumers in India are primarily vegetarian. The happy meal for the children is a great seller among others.

Therefore, McDonalds product strategy is providing products compatible with the India customers and its preferences as well as continuously introduce new prdocucts.

Price
In India McDonalds classifies its products into 2 categories namely the branded affordability (BA) and branded core value products (BCV). The BCV products mainly include the McVeggie and McChicken burgers that cost Rs 50-60 and the BA products include McAloo tikki and Chicken McGrill burgers which cost Rs20-3 This has been done to satisfy consumers which different price perceptions. McDonalds came up with a very catchy punch line Aap ke zamane mein ,baap ke zamane ke daam. This was to attract the middle and lower class consumers and the effect can clearly be seen in the consumer base McDonalds has now. McDonalds has certain value pricing and bundling strategies such as happy meal, combo meal, family meal etc to increase overall sales volumes.

Place
The place mainly consists of the distribution channels. It is important so that the product is available to the customer at the right place, at the right time and in the right quantity.

Nearly 50% of U.S.A is within a 3 minute drive from a McDonalds outlet.

McDonalds outlets are very evenly spread throughout the cities making them very accessible.

Drive in and drive through options make McDonalds products further convenient to the consumers.

Promotion
There are main objectives of advertising for McDonalds are: Make people aware of an item, feel positive about it and remember it. The right message has to be communicated to the right audience through the right media. McDonalds does its promotion through television, hoardings and bus shelters, print ads and the television programmes are important marketing medium for promotion. Some of the most famous marketing campaigns of McDonalds are: You Deserve a break today, so get up and get away- To McDonalds Food, Folks, and Fun Im loving it.

At McDonalds the prime focus is on targeting children. In happy meals too which are targeted at children small toys are given along with the meal. Apart from this, various schemes for winning prices by way of lucky draws and also scratch cards are given when an order is placed on the various mean combos.

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