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1、产品与品牌战略,产品与品牌战略,Basic Product Concepts,A product is a good, service, or ideaTangible AttributesIntangible AttributesProduct classificationConsumer goodsIndustrial goods,2,Basic Product ConceptsA produc,Product Types,Buyer orientationAmount of effort expended on purchaseConveniencePreferenceShoppingS
2、pecialty,3,Product TypesBuyer orientation,Brands,Bundle of images and experiences in the customers mindA promise made by a particular company about a particular productA quality certificationDifferentiation between competing productsThe sum of impressions about a brand is the Brand Image,4,BrandsBun
3、dle of images and exp,Brands,5,Brands7,Brands,The added value that accrues to a product as a result of investments in the marketing of the brandAn asset that represents the value created by the relationship between the brand and customer over time,6,BrandsThe added value that acc,Brands,“We have to
4、shift to high value-added products, and to do that we need to improve our brand.”- Noboru Fujimoto, President Sharp Electronics Corporation,7,Brands“We have to shift to hig,Local Products and Brands,Brands that have achieved success in a single national marketRepresent the lifeblood of domestic comp
5、aniesEntrenched local products/brands can be a significant competitive hurdle to global companies,8,Local Products and BrandsBrand,International Products and Brands,Offered in several markets in a particular regionEuro-brands,9,International Products and Bra,Global Products and Brands,Global product
6、s meet the wants and needs of a global market and is offered in all world regionsGlobal brands have the same name and similar image and positioning throughout the world,10,Global Products and BrandsGlob,Global Products and Brands,A multinational has operations in different countries. A global compan
7、y views the world as a single country. We know Argentina and France are different, but we treat them the same. We sell them the same products, we use the same production methods, we have the same corporate policies. We even use the same advertisingin a different language, of course.- Alfred Zeien Fo
8、rmer Gillette CEO,11,Global Products and BrandsA mu,Branding Strategies-品牌战略,Combination or tiered branding-混合或层层上升品牌: allows marketers to leverage a companys reputation while developing a distinctive identity for a line of productsSony WalkmanCo-branding features two or more company or product bran
9、dsNutraSweet and Coca-ColaIntel Inside,12,Branding Strategies-品牌战略Combin,Branding Strategies,Brand acts as an umbrella for new productsExample: The Virgin Group-维珍集团Virgin Entertainment: Virgin Mega-stores and MGM CinemasVirgin Trading: Virgin Cola and Virgin VodkaVirgin RadioVirgin Media Group: Vir
10、gin Publishing, Virgin Television, Virgin NetVirgin HotelsVirgin Travel Group: Virgin Atlantic Airways, Virgin Holidays,13,Branding StrategiesBrand acts,Global Brand Development-全球品牌发展,Questions to ask when management seeks to build a global brand:Will anticipated scale economies materialize?How dif
11、ficult will it be to develop a global brand team?Can a single brand be imposed on all markets successfully?,14,Global Brand Development-全球品牌发,Global Brand Development,Global Brand Leadership-全球品牌领导者Using organizational structures, processes, and cultures to allocate brand-building resources globally
12、, to create global synergies（合作，配合）, and to develop a global brand strategy that coordinates and leverages country brand strategies,15,Global Brand DevelopmentGlobal,Global Brand Development,Create a compelling（强制的，引人注目的） value propositionThink about all elements of brand identity and select names,
13、marks, and symbols that have the potential for globalizationResearch the alternatives of extending a national brand versus adopting a new brand identity globallyDevelop a company-wide communication system,16,Global Brand DevelopmentCreate,Global Brand Development,Develop a consistent planning proces
14、sAssign specific responsibility for managing branding issues Execute brand-building strategiesHarmonize, unravel confusion, and eliminate complexity,17,Global Brand DevelopmentDevelo,Local versus Global Products and Brands: A Needs-Based Approach,18,Local versus Global Products a,Country of Origin a
15、s Brand Element,Perceptions about and attitudes toward particular countries often extend to products and brands known to originate in those countriesJapanGermanyFranceItaly,19,Country of Origin as Brand Ele,Packaging,Consumer Packaged Goods when the packaging is designed to protect or contain the pr
16、oduct during shippingEco-Packaging because package designers must address environmental issuesOffers communication cues that provide consumers with a basis for making a purchase decision,20,PackagingConsumer Packaged Goo,Labeling,Provides consumers with various types of informationRegulations differ
17、 by country regarding various productsHealth warnings on tobacco productsAmerican Automobile Labeling Act clarifies the country of origin, and final assembly pointEuropean Union requires labels on all food products that include ingredients from genetically modified crops,21,LabelingProvides consumer
18、s wit,Aesthetics,Global marketers must understand the importance of visual aestheticsAesthetic Styles (degree of complexity found on a label) differ around the world,22,AestheticsGlobal marketers mus,Product Warranties,Express Warranty is a written guarantee that assures the buyer is getting what th
19、ey paid for or provides a remedy in case of a product failureWarranties can be used as a competitive tool,23,Product WarrantiesExpress Warr,Extend, Adapt, Create: Strategic Alternatives in Global Marketing,Extension offering product virtually unchanged in markets outside of home countryAdaptation ch
20、anging elements of design, function, and packaging according to needs of different country marketsCreation developing new products for the world market,24,Extend, Adapt, Create: Strateg,25,27,Global Product Planning: Strategic Alternatives,Product,Same Different,Communication,DifferentSame,Strategy
21、1: Dual Extension,Strategy 2:Product ExtensionCommunication Adaptation,Strategy 4:Dual Adaptation,Strategy 3:Product AdaptationCommunicationExtension,26,Global Product Planning: Strat,How to Choose a Strategy?,Two errors that management makes in choosing a strategyNIH (Not invented here) syndrome me
22、ans managers ignore the advancements of subsidiaries overseasManagers impose policies upon subsidiaries because they assume what is right for customers in one market is right in every market,27,How to Choose a Strategy?Two e,How to Choose a Strategy?,Cave Dweller new products launched internationall
23、y to dispose of excess productionNave Nationalist company recognizes growth opportunities outside of home marketGlobally sensitive company views world as competitive marketplace,28,How to Choose a Strategy?Cave,How to Choose a Strategy?,The product itself, defined in terms of the function or need it
24、 servesThe market, defined in terms of the conditions under which the product is used, preferences of potential customers, and ability to buy the productAdaptation and manufacturing costs the company will incur,29,How to Choose a Strategy?The p,New Products in Global Marketing,Pursue opportunities i
25、n competitive arenas of global marketplaceFocus on one or only a few businessesActive involvement from senior managementAbility to recruit and retain best employeesUnderstand the importance of speed in bringing product to market,30,New Products in Global Marketi,Identifying New Product Ideas,What is
26、 a new Product?New to those who use it or buy itNew to the organizationNew to a market,31,Identifying New Product IdeasW,The International New Product Department,How big is the market for this product at various prices?What are the likely competitive moves in response to our activity?Can we market t
27、he product through existing structure?Can we source the product at a cost that will yield an adequate profit?Does product fit our strategic development plan,32,The International New Product,Testing New Products,When do you test a new product?Whenever a product interacts with human, mechanical, or chemical elements because there is the potential for a surprising and unexpected incompatibilityTest could simply be observing the product being used within the market,33,Testing New ProductsWhen do yo,Looking Ahead,Chapter 11 Pricing decisions,34,Looking AheadChapter 11 Pricin,感谢聆听,感谢聆听,
