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Designing Marketing Program

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by

Samn Hoang

on 17 October 2014

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Transcript of Designing Marketing Program

PROGRAM
Sense marketing
Feel marketing
Think marketing
Act marketing
Relate marketing
Indirect channels
:

PUSH STRATEGY
taking the product to the customer
Marketing strategies must transcend the actual product or service
to create
stronger bonds
with consumers and maximize
brand resonance
.
Mass customization
One to one marketing
Permission marketing
Group: iMad
Hang, Mi, Thu
MARKETING
1. The Theory
2.
Question
1
3.
Question
2
4.
Question
3
5.
Quetion
4
6.
Question
5


Table of Contents
Experiential marketing
PULL STRATEGY
getting the customer to come to you
Relationship marketing
4Ps
Product strategy
Pricing strategy
Channel strategy
PRODUCT STRATEGY
3. The ROPO Effect
Question 1:
Relationship Marketing
Experiential Marketing
Question 2:
Question 5:
Great
SAVINGS
GREAT QUALITY
Customer satifaction
guaranteed
Big C's Private brands
Strategic Brand Management
Thank you!
TO BUILD BRAND EQUITY
CHANNEL STRATEGY
GOOGLE
Question 4:
Which brands seem to receive the biggest in-store push?
This chapter considers how marketing activities in general—and product, pricing, and distribution strategies in particular—build brand equity. How can marketers integrate these activities to enhance brand awareness, improve the brand image, elicit positive brand responses, and increase brand resonance?

PRICING STRATEGY
Value Pricing

Product
design
and
delivery

Product
cost

Product
price

“A great
brand
is a
story
that’s never completely told. A brand is a metaphorical story that connects with something very
deep
– a fundamental appreciation of mythology. Stories create the
emotional
context people need to locate themselves in a larger
experience
.”

Scott Bedbury - Nike, Starbucks
BEST
CHOICE
**
*
Aftermarketing
:
User Manuals
Customer Service programs
Loyalty program
Direct channels:
Company-Owned Stores
Store-Within-a-Store
Online stores
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 form that?
Experiential Marketing
Relationship Marketing
Honda held a trial trip with ESP technology from HCMC to Vung Tau

Consumers could directly
experience
the features of the products and had more contact with Honda in the trip

One to One Marketing
Consumers provide
information through
purchase process and
member profile to
receive “
Tiki xu


Tiki

base on
consumer database
to create switching costs, offer targeted promotions and impove marketing efficiency

Permission Marketing
Based on customer's
purchase habits

Send personalized marketing messages or emails

Books of the same author
New product of customers’ favorite authors
Promotions

Why was it effective?
Subdimensions of Brand Building Blocks

Think about the products you own. Assess their
product design
. Critique their
aftermarketing efforts
. Are you aware of all of the products’
capabilities
? Identify a product whose
benefits
you feel you are not fully
capitalizing
on. How might you suggest improvements?


Provide customize control, convenience and system integration

User-friendly
Aftermarketing
Customer service programs
Customer service department:
Free Set up and Software Update
Free applications
In-Store and Online Customer Support





No Apple retail store in Vietnam
Complementary product: Apple EarPods with Remote and Mic

No Apple case and protection film
Loyalty Programs

User Manual
Training session for multi-learning style
Help customers set up email
Transfer photos, music, and other files
Create a curriculum tailored to customers

Guide Book: not sufficient and no Vietnamese language
Online Support: complex and unclear

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?
PARKSON CATAVIL
In-store marketing effort
Advertising banners, standees
Special discount
Promotion programs
Point of sale display
Noticeable brand ads
Square columns
On the handrails of the escalator
Inside the elevator
Store-within-a-store
Booths
Counters
Impressive and interactive merchandising
Brochures and catalogs
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?
Source: The Nielsen Company, Global Online Survey, Q3 2012
Commodity products
Fast moving products
Frozen and ready to cook food
Question 3:
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?
Product category
: 500ml bottled water
Price tiers in the mineral water market
Evaluation:
Lavie
, which is a strong brand, gets the highest perceived value based on feedback from customers
Vinh Hao
is the eldest brand amongst the brands, customers' quality perception about their products is not the same as the price they set.
Vinh Hao lost a lot of market shares to the other three competitors, especially to Dasani with proper price and good bottle design.
If we were Vinh Hao, we would:
Improve product design
Set lower price
The frequency of private brand is very high:
40%
Brands' pricing histories
Safe zone for private brands
Full transcript