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Designing Marketing Program
Transcript of Designing Marketing Program
taking the product to the customer
Marketing strategies must transcend the actual product or service
with consumers and maximize
One to one marketing
Hang, Mi, Thu
1. The Theory
Table of Contents
getting the customer to come to you
3. The ROPO Effect
Big C's Private brands
Strategic Brand Management
TO BUILD BRAND EQUITY
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?
that’s never completely told. A brand is a metaphorical story that connects with something very
– a fundamental appreciation of mythology. Stories create the
context people need to locate themselves in a larger
Scott Bedbury - Nike, Starbucks
Customer Service programs
Have you had any experience with a brand that has done a great job with
? What did the brand do? Why was it effective? Could others learn form that?
Honda held a trial trip with ESP technology from HCMC to Vung Tau
Consumers could directly
the features of the products and had more contact with Honda in the trip
One to One Marketing
purchase process and
member profile to
to create switching costs, offer targeted promotions and impove marketing efficiency
Based on customer's
Send personalized marketing messages or emails
Books of the same author
New product of customers’ favorite authors
Why was it effective?
Subdimensions of Brand Building Blocks
Think about the products you own. Assess their
. Critique their
. Are you aware of all of the products’
? Identify a product whose
you feel you are not fully
on. How might you suggest improvements?
Provide customize control, convenience and system integration
Customer service programs
Customer service department:
Free Set up and Software Update
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
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
unique in-store merchandising
efforts do you see?
In-store marketing effort
Advertising banners, standees
Point of sale display
Noticeable brand ads
On the handrails of the escalator
Inside the elevator
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
Fast moving products
Frozen and ready to cook food
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?
: 500ml bottled water
Price tiers in the mineral water market
, which is a strong brand, gets the highest perceived value based on feedback from customers
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:
Brands' pricing histories
Safe zone for private brands