IS MARKETING SELLING OR

BUILDING BRANDS?

MARKETING:OVERVIEW

EVOLUTION OF MARKETING
PRODUCTION CONCEPT
PRODUCT CONCEPT
SELLING CONCEPT
MARKETING CONCEPT
HOLISTIC CONCEPT

SIVA MODEL
This system is basically the four Ps renamed and reworded to provide a customer focus.

Product -> Solution

Promotion -> Information

Price -> Value

Place ->Access

Marketing today is done at two levels

a) Strategic Marketing

b) Operational Marketing

What is a Brand?

AMA: A name, term, sign, symbol to

identify and differentiate the goods and
services of one seller from those of the
competitors.

Role of Brands
Helps consumer
Identify and evaluate products
Make faster purchasing decisions
Reduce risk and assign responsibility to a
particular manufacturer
Helps firms
Simplify product handling
Signal a certain level of product quality
Brand loyalty provides security of demand

ATTRIBUTES SHARED BY
STRONG BRANDS
Excels at delivering the benefits consumer
desire
Stays relevant
Pricing is based on consumer perceived
value
The brand is well positioned
The brand is consistent

Scope of Branding
It involves creating mental structure &
organize knowledge and services.
Key is that consumer must not think that
all brands in the same category are same.
Brand differences often are related to
attributes or benefits of the product.
It can be applied anywhere a consumer
has a choice.

What is brand equity?

an intangible asset that depends on

association made by consumer.

Building And Managing Brand

Equity
Introduction
Elaboration
Fortification

Alternatives Means To Brand Equity

Licensing
Co-Branding

Managing Multiple Brands

Single Brand Identity
Umbrella
Multi-Brand Category
Family Name

Key Challenges In Brand Equity

Measurement
Measure the importance of brand In the
consumers product selection.
To dissect that measure of brand and
determine its key contributing content.

A CASE STUDY OF
About P&G
SLOGAN-Touching Lives, Improving
Lives
P&G is credited with many business
innovations including brand
management, and Connect &
Develop innovation.

OPERATIONS
Company s operations are categorized into 3
Global Business Units with each Global
Business Units divided into Business Segments
BEAUTY

oBeauty segment
oGrooming segment
Household care
oBaby care and family care
oFabric care and Home care

Health & Well-Being

o
o

Health Care
Snacks coffee and Pet care
segment

MARKETING STRATEGIES OF
P&G
CUSTOMER KNOWLEDGE-studies its
customer both final consumer & trade. It
prints its toll free number on every product
LONG-TERM OUTLOOK-P&G takes time
to analyze each opportunity and prepare
the best product
PRODUCT INNOVATION-P&G is an active
product innovator as well as idea inovator.

STRATEGIES..
QUALITY STRATEGY-P&G designs
products above average quality
&continuously improves them.
LINE-EXTENSION STRATEGY-P&G
produces its brand in several sizes and
forms.
CATEGORY-EXTENSION STRATEGYP&G often uses its strong brand name to
launch new products.

STRATEGIES.
HEAVY ADVERTISING &MEDIA
PIONEER-spends $3billion a year.
MULTIBRAND STRATEGY-creates
several brand in same product category.
AGGRESSIVE SALES FORCE-close ties
with retailers ,notably Wal-Mart.
COMPETITIVE TOUGHNESS-spend to
out promote new competitive brand.

STRATEGIES.
BRAND-MANAGEMENT SYSTEM-one
executive for each brand, now the system
is modified so that each brand is run by a
category of managers.

IS MARKETING SELLING OR
BUILDING BRANDS?
While producers selling a product focused
on the product getting sold faster and
increasing revenues, those offering brands
aim at offering a value proposition to the
customer in order to achieve total
customer satisfaction.
It can easily be said that selling is outdated
in todays arena.

Consumer survey
The objective of the survey was to find out:
Has Branding worked better than selling
for both consumers and customers?
What do consumers buy today a product
or a brand?
How do consumers react to brands?

Some key questions and their

responses
Q1.Do you think attachment of a brand name to a product ensures quality?
Q2.Do you feel at a loss when you do not get the brand of your choice?
Q3.Do you have a problem in buying a brand you did not ask for in the first place?

What would you do if the brand you ask for is not available in the first shop?

60% of the respondents ranked Quality as the most important parameter that they
look for in a product.
55% respondents said they do not buy unbranded commodities being promoted at
different outlets.
On being asked to name a company for some specified products each respondent
named a BRAND.

Analysis
The result of the survey clearly points out that
Customers look for Quality and associate Brand
with quality.
Customers in most cases are brand loyal and
apprehensive about unbranded products.
Majority of customers would rather hunt for a
brand rather than settling for what is available.

Conclusion
Branding works more
effectively than
selling for both
marketers and
consumers
today.

Most present day

companies
are going for branding.