MARKETING MIX.BRAND VALUE CHAIN.BRAND ARCHITECTURE.BRAND HIERARCHY.

B11 Ramandeep Singh BawaB24 Alok DubeyB34 Anshul Narula

Value Value perceived in perceived in the mind of the mind of the the consumerconsumer

Cover location, Cover location, distribution, distribution, channels and channels and logisticslogistics

Marketing Marketing communicaticommunicationsons

Collection of Collection of features and features and benefits that benefits that provide customer provide customer satisfactionsatisfaction

Marketing Mix

Very high brand equity.The marketing mix of Samsung has been changing over time

with more and more products being added such that today it has large number of product offerings.

Product Price Place Promotion

Product

The company has the widest portfolio in

electronics industry comprising of products

in wide categories.

Phones

Television

Tablets etc

Its now also competing with Apple with its new

Samsung Galaxy S6 in Premium processes.

Price Due to the availability of wide range products

the pricing is done according to the market and

geographic segment.

Pricing strategy is based on the competitors pricing.

Place Samsung is one of the biggest brands and is available

all over the world.

The effective distribution network of Samsung has

almost eroded the small and middle level players in the

market.

Promotion

Samsung adopts various advertising and promotional

strategies.

To capture customer from all media.

Associating with life style and behaviour and mainly

targeting value based advertising.

Allows price discounts and allowances to distributors To make retailers push more products into the market.

Employs both push strategy through promotions and;

Pull strategy through advertisements and campaigns.

• Brand value chain is a structured approach to assessing the sources and outcomes of brand equity and the manner by which marketing activities create brand value.

BRAND VALUE CHAIN

Brand value chain

Marketing programme help to develop of a brand value. It includes: Advertising Personal selling Sponsorship Publicity Public relation

Marketing programme includes.. Sponsor different kind of national and international

games and events. Building campaign to develop public relation like

“Health message campaign” Publicity through media, newspaper, magazines,

signage and banner Telling brand story through media by relating it to any

occasion Brand endorsement through various young and popular

celebrity like Ranbir kapoor.

The ability of the marketing programme to affect the mind set of the customer depend on quality of marketing programme investment Like “Thunda matlab Coca Cola”to create the effect in customer mind in such away that whenever they think about cold drinks coca cola comes in the mind

1) Relevance2) Distinctiveness3) Consistency4) Clarity

Program Multiplier Plan

THE FOUR FEATURES OF PROGRAM QUALITY

Brand awareness-high level of awareness

Brand association-strong favourable, and unique brand awareness

Brand attitudes-positive brand attitudes

Brand attachment-intense brand attachment

Brand activity-a high degree of band activity.

Customer mind

Brand Architecture for a firm tells marketers which brand names, logos, symbols and so forth to apply to which new and existing products.

Helps in distinguishing branding strategies by whether a firm is or should be employing an umbrella corporate or family of brands.

Branded House Samsung, Apple

House of Brands Collection of individual brands all with different names PNG, Volkswagen

Hybrid Brand Toyota

Branded House Samsung, Apple

House of Brands Collection of individual brands all with

different names. PnG, HUL, Reliance

Hybrid Brand Toyota Volkswagen

Useful means of graphically portraying a firm’s branding strategy by displaying the number and nature of common and distinctive brand elements across firm’s products, revealing the explicit ordering of brand elements.

Corporate Brand aka Company Brand General Motors, General Electric, HP

Family Brand Nestle, Pepsi Co’s Gatorade. Seagrams Tropicana, Seagrams Fuel.

Individual Brand Restricted to one Product category. Examples: ▪ Park Avenue in Toiletries - Deodorant Category,▪ Frito-Lay, Doritos Tortilla Chips, Lays and Ruffles Potato

Chips.

Each Brand has Dominant Position in Salty Snack Product Class.

Modifier Means to designate a specific item or model

type▪ Samsung Galaxy Series.

That’s all Folks.