《英国大学市场营销讲义Lect5-7(3个文件)英文版Lect7_presentationNPD》由会员分享，可在线阅读，更多相关《英国大学市场营销讲义Lect5-7(3个文件)英文版Lect7_presentationNPD（20页珍藏版）》请在金锄头文库上搜索。
1、Marketing Management,Review of Last Session/Housekeeping New Developments Brand Management Pillars Positioning via the pillars NPD 8 stage process v Landrover practice Case Exercise Questions/Reading for next week,Question Who is this man?,Is he more valuable than David Beckham?,OREO, the largest in
2、ternational biscuit in more than 100 countries, was introduced in 1912, and today this cream-filled chocolate cookie is a household name worldwide. Major Markets: Argentina, China, Indonesia, Taiwan, Thailand, Venezuela,Chips Ahoy!, a sweet snack with real milk chocolate chips baked into every crisp
3、y bite. Chips Ahoy! is introducing the chocolate chip cookie to the world. Major Markets: Brazil (Chocooky), Central America, China, Ecuador, Indonesia, Philippines, Taiwan, Venezuela,RITZ, these buttery, flaky crackers are a global favorite, perfect with spreads, in soups or by themselves. Major Ma
4、rkets: Central America, China, Ecuador, Hong Kong, Indonesia, Peru, Taiwan, Thailand, Venezuela,Trakinas, a cookie geared towards children and featuring playful faces on top that add fun to each bite. Major Markets: Brazil, Central America, China, Indonesia, Thailand,What is a Brand?,A brand is a na
5、me, term, sign, symbol, or design or a combination of them intended to identify the goods and services of one seller and to differentiate them from those of the competition - (Bennett, P.D., 1998, AMA),Branding Basics Contd.,Brands are:- What the customer buys the receptical of the emotional values
6、over and above the functional values of the product/service much more difficult to copy and thus compete with a major potential source of differentiation longer-lived - brands can transcend the original product/service. It is the products DNA.,Brand Architecture and Equity,Brand Knowledge,Brand Heri
7、tage,Core Values,Brand Territory,Brand Personality,Brand Properties,Brand Loyalty,Brand Equity,Brand Architecture,1. Brand Heritage - The brand brings 2. Core Brand Values - The brand means 3. Brand Territory - The brand competes in 4. Brand Personality - The brand is like 5. Brand Properties - The
8、brand owns .,Landrover Example,According to Nestl, the strength of the brands positioning is built on five “pillars”:,Brand Architecture,1. Brand Heritage - The brand brings 2. Core Brand Values - The brand means 3. Brand Territory - The brand competes in 4. Brand Personality - The brand is like 5.
9、Brand Properties - The brand owns .,Landrover Example,According to Nestl, the strength of the brands positioning is built on five “pillars”:,50 years of Tradition. Britishness. Royalty?,4X4 Market. Outdoors. Adventure Market etc.,Male, Extrovert, Quietly Assured, Informal conservative.,Logo, Brand O
10、val, BRG and Gold, Shape,Guts, Authenticity, Originality, Ruggedness, Capability,Brand Architecture - Try It Yourself!,1. Brand Background - The brand brings 2. Brand Core Values - The brand means 3. Brand Territory - The brand competes in 4. Brand Personality - The brand is 5. Brand Properties - Th
11、e brand owns .,Your Brand Example,According to Nestl, the strength of the brands positioning is built on five “pillars”:,Innovation,Life Cycle/BCG Implications Being the Leader provides advantages Better Mousetrap?,Revenue,Time,0,Introduction stage,Growth stage,Maturity stage,Decline stage,The Produ
12、ct Life Cycle,Leader Advantages*,10%,20%,30%,PIONEER,FAST FOLLOWER,LATE ENTRANT,AVERAGE MARKET SHARE,MARKET ENTRY STRATEGY,* W.T.Robinson, (1984), ”Market Pioneering and Sustainable Market Share Advantages”,PIMS* and Pioneer Advantage,The Profit Impact of Marketing Strategy research is based on 3000
13、 SBUs in 450 companies in the US. 70% of SBUs with the leading market share were one of the pioneers Only 40% of the SBUs with less than a leading market share were pioneers *Buzzell, R. and Gale, B. (1987), The PIMS Principles:Linking Strategy to Performance, Free Press,Emerson Was Wrong,If a man c
14、an write a better book, preach a better sermon, or make a better mousetrap than his neighbor, though he builds his house in the woods the world will make a beaten path to his door. Ralph Waldo Emerson (1803-82), U.S. essayist, philosopher and poet If you only build a better mousetrap, the world will
15、 not beat a path to your door. How will the world know you have the mousetrap? Who cares? Only those who have mice -And wish they didnt And dont like cats And then, they have to Understand how to operate it Have something to offer you in exchange And before long, a better mouse will come along!,New
16、Product strategy,Idea Generation,Screening,Concept testing,Business Analysis,Product Development,Market Testing,Commercialisation,Source: Cooper and Kleinschmidt, 1986, Journal of Product Innovation Management,The New Product Development (NPD) Process,The NPD Process,“We should note that new products pass through each stage at varying speeds; some may dwell at a stage for a long period whil
