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Transcript of Chapter 5:
Designing marketing programs to build brand equity
Have you had any experience with a brand that has done a great job with relationship marketing, permission marketing, experiential marketing, or one-to-one marketing? What did the brand do? Why was it effective? Could others learn from that?
Take a trip to a supermarket and observe the extent of private-label brands. In which categories do you think private labels might be successful? Why?
Choose a product category. Profile all the brands in the category in terms of pricing strategies and perceived value. If possible, review the brands’ pricing histories. Have these brands set and adjusted prices properly? What would you do differently?
Visit a department store and evaluate the in-store marketing effort. Which categories or brands seem to be receiving the biggest in-store push? What unique in-store merchandising efforts do you see?
Starbucks relationship marketing
• Takes a straightforward approach by focusing on the basics
• Don’t try to collect all the data you will need at one time
• Use all data sources available
• Comfortable sharing data
Think about the products you own. Assess their product design. Critique their after marketing efforts. Are you aware of all of the products’ capabilities? Identify a prod uct whose benefits you feel you are not fully capitalizing on. How might you suggest improvements?
• User manual
• Customer service programs
• Loyalty programs
LG: Low price - Low quality
No innovative design
Poor audio/camera quality
Good battery life and special features
Nokia Lumia: Low price - High quality
Mediocre battery life
Good camera and design
More expensive line: Lumia Black
iPhone: High price - High quality
Clean design, pioneer in smartphone emprovement
Innovating, exclusive brand
Wide range of applications
BlackBerry: High price - low quality
Battery life decline
Poor display and camera
Limited amount of features
Big C: Private labels
Private label = smart choice, quality ensured, competitive price, and diversified offer
Only sold in Big C stores
Currently 500 items (± 35% sale volume)
9 private labels: Big C, BF, Ebon, Huong Vi, Lohas, Club Des Sommeliers, Casino, GDD, Wow
Thank you all for your attention!
Tran Thi Tú Quyên
Huỳnh Ngoc Mai Thy
What is in-store marketing?
Sales promotion at a retailer's location
Bundled offers, expert advice and special discounts
Product demonstrations, product samples
Synonym: in-store promotion
Department store visit: Parkson
Biggest in-store push:
Unique in-store merchandising: