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1、PRICE CREATING GROWTH WORKSHOPPERCEIVED QUALITYBRAND EQUITY=PROFIT $PROFIT $PROFIT $PROFIT $COST MANAGEMENTPROFIT $COST MANAGEMENTPROFIT $PROFIT $Fixed costs environmentGROWTH EQUATIONAll rights reserved, 2001CREATING GROWTH WORKSHOPFIXED COSTS ENVIRONMENTPROFIT = REVENUE - TOTAL COSTS (TC)TOTAL COS
2、TS = FIXED COSTS (FC) + VARIABLE COSTS (VC) VARIABLE COSTS (VC) = DIRECT LABOUR MATERIAL PER UNIT OVERHEADS ADVERTISING R&DAll rights reserved, 2001CREATING GROWTH WORKSHOPFIXED COSTS ENVIRONMENTPROFIT = REVENUE - TOTAL COSTS (TC)TOTAL COSTS = FIXED COSTS (FC) REVENUEVOLUMEPRICEAll rights reserved,
3、2001CREATING GROWTH WORKSHOPPERCEIVED QUALITYCore Benefit or ServiceBrand NameCapabilitiesPackagingDesign & StylingQualityFeaturesPersonnelWarrantyInstallationCore productActual ProductAugmented ProductAfter sales supportCustomer ServiceDelivery & CreditAll rights reserved, 2001CREATING GROWTH WORKS
4、HOPBRAND EQUITYBRAND EQUITYName SymbolBrand LoyaltyName AwarenessPerceived QualityBrand AssociationsOther Proprietary Brand AssetsProvides Value to Customer by enhancing customers Interpretation/Processing of information Confidence in the Purchase decision Use SatisfactionProvides Value to Firm by e
5、nhancing Efficiency and Effectiveness of marketing programs Brand Loyalty Prices/Margins Brand extensions Trade Leverage Competitive advantageAll rights reserved, 2001CREATING GROWTH WORKSHOPBRAND LOYALTYSwitchers/Price sensitive Indifferent - no brand loyaltySatisfied/ Habitual Buyer No reason to c
6、hangeSatisfied Buyer with switching CostsLikes the Brandconsiders its a friendCommitted BuyerAll rights reserved, 2001CREATING GROWTH WORKSHOPBRAND AWARENESSUnaware of BrandBrand recognitionBrand recallTop of MindAll rights reserved, 2001CREATING GROWTH WORKSHOPVALUE OF BRAND AWARENESSBRAND AWARENES
7、SAnchor to which other associations can be attachedFamiliarity - LikingSignal of substance / commitmentBrand to be consideredAll rights reserved, 2001CREATING GROWTH WORKSHOPBRAND ASSOCIATIONSHelp process/Retrieve InformationDifferentiate/positionReason-to-buyCreate positive attitudes/FeelingsTHE VA
8、LUE OF BRAND ASSOCIATIONSBasis for extensions All rights reserved, 2001CREATING GROWTH WORKSHOPBRAND REVITALISATIONIncreasing UsageFinding New Uses Entering New MarketsRepositioning the BrandAugmenting the Product/serviceObsoleting existing productsExtending the BrandREVITALISING THE BRANDAll rights reserved, 2001
