Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Untitled Prezi

No description
by

Vishal Vish

on 26 August 2014

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Untitled Prezi

KANWAL
Advertising, Packaging & Branding
SUPRIYA
RELAUNCHING
under the brand name
"PUCK"
VISHAL
Symbolic Attributes
Danish Klassic v/s Puck
Marketing Recommendations
Buy more TV spots
Symbolic Attributes
“SYMBOL”
is something that stands for

Any animate or inanimate object may be a basis of symbolic association
Most symbols are not universal; they may be understood and used by a large part, but not all

Symbols works as a powerful means of suggestion and evocation

Symbolic attributes are linked to product design and packaging

The symbolic attributes of the brand are strongly linked to the brand image

Symbolism

of

C
O
L
O
U
R
S

In Saudi Arabia:
GREEN
(National colour)- symbolises life and nature
WHITE
- symbolises purity and peace
In the Middle East
BLUE
is a protective colour - Mosques

Colour testing for LOGO
BLUE
,
GREEN
and
WHITE
have similar meanings
Paired colours for Logo –
WHITE
,
BLACK
and
YELLOW
BLACK
and
RED
hold different meaning across countries
Example:
Red
Blood
Two possible
interpretations
Blood is only seen when someone is bleeding, The bleeding is the evidence of the injury or suffering
Blood flows in the the body; blood is the essential fluid; it is thanks to blood that life exists

DEATH
LIFE
KARANVIR
Marketing Recommendations
Recommendations contd....
Country of origin: DENMARK
Danish Klassic
V/S
Puck
Analysing
STANDARDISATION AND ADAPTATION
STANDARDISATION is an international marketing strategy for using basically the same products, advertising, distribution channels and other elements in the marketing mix in all the company’s international markets
ADAPTATION means adjusting the mix elements for international target markets
Key issues is not whether to adapt or standardise, but how much adaptation is necessary and to what point a product can be standardised

Before
After
Brand Name
Packaging
Design
Size
Colour variants
The Company tried to standardise products attributes
Reasons behind ‘PUCK’ for winning back lost market share
Language
Advertising – “Spoilt Cow”
Marketing/Promotions
Made in label - produced locally is better (Riyadh)
Distribution - Big Supermarkets and retailers
Hired trained professionals in management
Before
After
Failure of Danish
Klassic......Why?
Advertising
Print advertisements
Point of sale
Branding & Packaging
Targeted customers – Women,Children,Youngster ( as Saudi Arabia is known as young nation)
Market decision 4 P’s:
Promotion, Price, Packaging, Place (distribution)
Marketing strategy – Push strategy
Promotions and Advertisements
Shopping malls, Supermarkets, Grocery stores
Distribution- Intensive, Exclusive, Selective.
T.V. commercials – should be visualized during the period of breakfast.
Full transcript