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Designing Marketing Programs to Build Brand Equity

CHAPTER 5. Designing Marketing Programs to Build Brand Equity. Marvin Rougier Petr Hindrich Leonardo Lopez Jungwan Koo Vincent Sawicki. Contents. Preview New Perspectives on Marketing Product Strategy Pricing Strategy Channel Strategy Private Label Strategy. Preview.

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Designing Marketing Programs to Build Brand Equity

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  1. CHAPTER 5 Designing Marketing Programs to Build Brand Equity Marvin Rougier Petr Hindrich Leonardo Lopez Jungwan Koo Vincent Sawicki

  2. Contents • Preview • New Perspectives on Marketing • Product Strategy • Pricing Strategy • Channel Strategy • Private Label Strategy

  3. Preview I. Preview II. New Perspectives on Mark. A. Integrating Marketing Programs & Activities B. Personalizing Mark. C. Reconciling the New Marketing Approaches III. Product Strategy IV. Pricing Strategy V. Channel Strategy VI. Private Label Strategy

  4. New Perspectives on Mark. Internet Intranet Mobile Devices Blurring of industry boundaries I. Preview II. New Perspectives on Mark. A. Integrating Marketing Programs & Activities B. Personalizing Mark. C. Reconciling the New Marketing Approaches III. Product Strategy IV. Pricing Strategy V. Channel Strategy VI. Private Label Strategy Via new middlemen Tailored Products

  5. New Perspectives on Mark. A. Integrated Marketing Programs & Activities I. Preview II. New Perspectives on Mark. A. Integrating Marketing Programs & Activities B. Personalizing Mark. C. Reconciling the New Marketing Approaches III. Product Strategy IV. Pricing Strategy V. Channel Strategy VI. Private Label Strategy

  6. Advertising Press Release Word Of Mouth Sponsorship Personal Selling Interactive Media CUSTOMER Trade Shows Direct Marketing Product Placement Sales Promotions Etc. Etc. Point Of Sale New Perspectives on Mark. A. Integrated Marketing Programs & Activities I. Preview II. New Perspectives on Mark. A. Integrating Marketing Programs & Activities B. Personalizing Mark. C. Reconciling the New Marketing Approaches III. Product Strategy IV. Pricing Strategy V. Channel Strategy VI. Private Label Strategy

  7. New Perspectives on Mark. B. Personalizing Marketing I. Preview II. New Perspectives on Mark. A. Integrating Marketing Programs & Activities B. Personalizing Mark. C. Reconciling the New Marketing Approaches III. Product Strategy IV. Pricing Strategy V. Channel Strategy VI. Private Label Strategy

  8. 1 to 1 Marketing • 1 to 1 Marketing New Perspectives on Mark. C. Reconciling the New Marketing Approaches • Effective at creating strong behavioral loyalty • Effective at establishing brand imagery • Experiential Marketing • Experiential Marketing • Relationship Marketing • Permission Marketing • Permission Marketing I. Preview II. New Perspectives on Mark. A. Integrating Marketing Programs & Activities B. Personalizing Mark. C. Reconciling the New Marketing Approaches III. Product Strategy IV. Pricing Strategy V. Channel Strategy VI. Private Label Strategy

  9. New Perspectives on Mark. C. Reconciling the New Marketing Approaches I. Preview II. New Perspectives on Mark. A. Integrating Marketing Programs & Activities B. Personalizing Mark. C. Reconciling the New Marketing Approaches III. Product Strategy IV. Pricing Strategy V. Channel Strategy VI. Private Label Strategy

  10. Productstrategy • Perceived quality • Performance, features, conformance quality, reliability, durability, serviceability, style/design • and brand intangibles • Value chain • Quality/cost (price, time, energy, etc.)

  11. Productstrategy • Relationship marketing Mass customization

  12. Productstrategy • Aftermarketing

  13. Productstrategy • Loyalty programs

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