產(chǎn)品與品牌戰(zhàn)略ppt課件

1、Chapter 6Product and Brand Decisions產(chǎn)品與品牌戰(zhàn)略1Basic Product ConceptsA product is a good, service, or ideaTangible AttributesIntangible AttributesProduct classificationConsumer goodsIndustrial goods2Product TypesBuyer orientationAmount of effort expended on purchaseConveniencePreferenceShoppingSpecialt

2、y3BrandsBundle of images and experiences in the customers mindA promise made by a particular company about a particular productA quality certificationDifferentiation between competing productsThe sum of impressions about a brand is the Brand Image4Brands5BrandsThe added value that accrues to a produ

3、ct as a result of investments in the marketing of the brandAn asset that represents the value created by the relationship between the brand and customer over time6Brands“We have to shift to high value-added products, and to do that we need to improve our brand.- Noboru Fujimoto, President Sharp Elec

4、tronics Corporation7Local Products and BrandsBrands that have achieved success in a single national marketRepresent the lifeblood of domestic companiesEntrenched local products/brands can be a significant competitive hurdle to global companies8International Products and BrandsOffered in several mark

5、ets in a particular regionEuro-brands9Global Products and BrandsGlobal products meet the wants and needs of a global market and is offered in all world regionsGlobal brands have the same name and similar image and positioning throughout the world10Global Products and BrandsA multinational has operat

6、ions in different countries. A global company views the world as a single country. We know Argentina and France are different, but we treat them the same. We sell them the same products, we use the same production methods, we have the same corporate policies. We even use the same advertisingin a dif

7、ferent language, of course.- Alfred Zeien Former Gillette CEO11Branding Strategies-品牌戰(zhàn)略Combination or tiered branding-混合或?qū)訉由仙放? allows marketers to leverage a companys reputation while developing a distinctive identity for a line of productsSony WalkmanCo-branding features two or more company or pr

8、oduct brandsNutraSweet and Coca-ColaIntel Inside12Branding StrategiesBrand acts as an umbrella for new productsExample: The Virgin Group-維珍集團Virgin Entertainment: Virgin Mega-stores and MGM CinemasVirgin Trading: Virgin Cola and Virgin VodkaVirgin RadioVirgin Media Group: Virgin Publishing, Virgin T

9、elevision, Virgin NetVirgin HotelsVirgin Travel Group: Virgin Atlantic Airways, Virgin Holidays13Global Brand Development-全球品牌開展Questions to ask when management seeks to build a global brand:Will anticipated scale economies materialize?How difficult will it be to develop a global brand team?Can a si

10、ngle brand be imposed on all markets successfully?14Global Brand DevelopmentGlobal Brand Leadership-全球品牌指點者Using organizational structures, processes, and cultures to allocate brand-building resources globally, to create global synergies協(xié)作，配合, and to develop a global brand strategy that coordinates

11、and leverages country brand strategies15Global Brand DevelopmentCreate a compelling強迫的，引人注目的 value propositionThink about all elements of brand identity and select names, marks, and symbols that have the potential for globalizationResearch the alternatives of extending a national brand versus adopti

12、ng a new brand identity globallyDevelop a company-wide communication system16Global Brand DevelopmentDevelop a consistent planning processAssign specific responsibility for managing branding issues Execute brand-building strategiesHarmonize, unravel confusion, and eliminate complexity17Local versus

13、Global Products and Brands: A Needs-Based ApproachPhysiologicalSafetySocialExternal/Internal EsteemSelf-actualization18Country of Origin as Brand Element Perceptions about and attitudes toward particular countries often extend to products and brands known to originate in those countriesJapanGermanyF

14、ranceItaly19PackagingConsumer Packaged Goods when the packaging is designed to protect or contain the product during shippingEco-Packaging because package designers must address environmental issuesOffers communication cues that provide consumers with a basis for making a purchase decision20Labeling

15、Provides consumers with various types of informationRegulations differ by country regarding various productsHealth warnings on tobacco productsAmerican Automobile Labeling Act clarifies the country of origin, and final assembly pointEuropean Union requires labels on all food products that include in

16、gredients from genetically modified crops21AestheticsGlobal marketers must understand the importance of visual aestheticsAesthetic Styles (degree of complexity found on a label) differ around the world22Product WarrantiesExpress Warranty is a written guarantee that assures the buyer is getting what

17、they paid for or provides a remedy in case of a product failureWarranties can be used as a competitive tool23Extend, Adapt, Create: Strategic Alternatives in Global MarketingExtension offering product virtually unchanged in markets outside of home countryAdaptation changing elements of design, funct

18、ion, and packaging according to needs of different country marketsCreation developing new products for the world market2425Global Product Planning: Strategic AlternativesProductSame DifferentCommunicationDifferentSameStrategy 1: Dual ExtensionStrategy 2:Product ExtensionCommunication AdaptationStrat

19、egy 4:Dual AdaptationStrategy 3:Product AdaptationCommunicationExtension26How to Choose a Strategy?Two errors that management makes in choosing a strategyNIH (Not invented here) syndrome means managers ignore the advancements of subsidiaries overseasManagers impose policies upon subsidiaries because

20、 they assume what is right for customers in one market is right in every market27How to Choose a Strategy?Cave Dweller new products launched internationally to dispose of excess productionNave Nationalist company recognizes growth opportunities outside of home marketGlobally sensitive company views

21、world as competitive marketplace28How to Choose a Strategy?The product itself, defined in terms of the function or need it servesThe market, defined in terms of the conditions under which the product is used, preferences of potential customers, and ability to buy the productAdaptation and manufactur

22、ing costs the company will incur 29New Products in Global MarketingPursue opportunities in competitive arenas of global marketplaceFocus on one or only a few businessesActive involvement from senior managementAbility to recruit and retain best employeesUnderstand the importance of speed in bringing product to market30Identifying New Product IdeasWhat is a n