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Brand Identity
M. Ali Umar Ismail Niken Ayu M.
Metta Yunita
Nikolas Simamora
Mohamad Mahi Riris Kristina S.
Overview
How do marketing activitiesalso product, pricing, and
Changes:
Economic
Technology
Politic
Legal
Sociocultural
Competitive
environments
Personalizing Marketing
To adapt to the increased customer desire for personalization, marketers have
Experiential Marketing
One-to-one Marketing
Permission Marketing
It promotes a product by
not only communicating a
products features and
benefits but also
connecting it with unique
and interesting
experiences.
Experiential Marketing
Focuses on customer experiences
Focuses on the consumption situation
Views customers as rational and emotional elements
Uses electric methods and tools
There are 5 different types of experiences: Sense, Feel, Think,
One-to-one Marketing
Based on several fundamental strategies:
Focus on individual consumer through consumer database
Respond to consumer dialogue via interactivity
Customize products and services.
Permission Marketing
Getting permission with inducement such as free
Permission Marketing
5 steps to effective permission marketing:
Offer the prospect an incentive to volunteer.
Offer the interested prospect a curriculum over time, teaching
Product Strategy:
Perceived Quality and Value
Consumers formed their opinions about quality based on
Product Strategy:
Relationship Marketing
Based on premise that current customers are the key to long term
brand success.
Mass Customization: technology helps producer to be able to make
Pricing Strategy
Consumer Price Perseptions
How the consumers categorize the price of the brand (as low,
medium, or high), and how firm or how flexible they think
the price is, based on how deeply or how frequently it is
discounted. Consumer often rank brands according to price
tiers in a category.
Pricing Strategy:
Setting Prices to Build Brand Equity
Value Pricing: to uncover the right blend of product quality,
Channel Strategy
Channel: sets of interdependent organizations involved in the
Channel Strategy:
Indirect Channel
Sell products through third-party intermediaries such as agents or broker
representatives, wholesalers or distributors, and retailers or dealers.
Push and pull strategies: providing incentive to retailers to stock and
Channel Strategy:
Direct Channels & Web Strategies
Direct Channels:
Selling through personal contacts from the company to
prospective customers by mail, phone, electronic means, inperson visits, and so forth.
Company-owned stores: made to gain control over the selling
Web Strategies:
Integrating Marketing
Communications to Build
Brand Equity
Keller, Chapter 6
Overview
Marketing communications are the means by which firms
Current
Brand
Knowledge
Desired
Brand
Knowledge
Promotions
Event marketing and sponsorship
Public relations and publicity
Personal selling
Advertising
A powerful means of creating strong, favorable, and unique
Ideal Ad Campaign
The ideal ad campaign would ensure that:
1.
The right consumer is exposed to the right message at the right place and at
the right time.
2.
The creative strategy for the advertising causes the consumer to notice and
attend to the ad but does not distract from the intended message.
3.
4.
5.
6.
Category of Advertising
Television
Radio
Print
Direct response
Interactive: websites, online ads
Mobile marketing
Place advertising:
Billboards; movies, airlines, and lounges; product placement; and point-of-
purchase advertising
Promotions
Short-term incentives to encourage trial or usage of
a product or service
Marketers can target sales promotions at either the
trade or end consumers
Consumer promotions
Trade promotions
of
communication option for marketers. By becoming part of a
special and personally relevant moment in consumers lives,
sponsors can broaden and deepen their relationship with
their target market.
Personal Selling
Personal selling is face-to-face interaction with one
Rethink training
Get everyone involved
Inspire from the top
Change the motivation
Forge electronic links
Talk to your customers
with consumers
Allow marketers to inform, persuade, provide incentives, and remind
Communication
Option B
Communication Option C
Note: Circles represent the market segments reached by various communication options.
Shaded portions represent areas of overlap in communication options.