产品与品牌战略

1、产品与品牌战略产品与品牌战略Basic Product ConceptsA product is a good, service, or ideaTangible AttributesIntangible AttributesProduct classificationConsumer goodsIndustrial goods2Basic Product ConceptsA producProduct TypesBuyer orientationAmount of effort expended on purchaseConveniencePreferenceShoppingSpecialt

2、y3Product TypesBuyer orientationBrandsBundle 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 Image4BrandsBundle of images

3、 and expBrands5Brands7BrandsThe 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 time6BrandsThe added value that accBrands“We have to shift to high value-ad

4、ded products, and to do that we need to improve our brand.”- Noboru Fujimoto, President Sharp Electronics Corporation7Brands“We have to shift to higLocal Products and BrandsBrands that have achieved success in a single national marketRepresent the lifeblood of domestic companiesEntrenched local prod

5、ucts/brands can be a significant competitive hurdle to global companies8Local Products and BrandsBrandInternational Products and BrandsOffered in several markets in a particular regionEuro-brands9International Products and BraGlobal Products and BrandsGlobal products meet the wants and needs of a gl

6、obal market and is offered in all world regionsGlobal brands have the same name and similar image and positioning throughout the world10Global Products and BrandsGlobGlobal Products and BrandsA multinational has operations in different countries. A global company views the world as a single country.

7、 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 Former Gillette CEO11Global Products and

8、 BrandsA muBranding 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 brandsNutraSweet and Coca-ColaIntel Inside12Br

9、anding Strategies-品牌战略CombinBranding StrategiesBrand 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: Virgin Publishing, Virgin Television, Virgin NetV

10、irgin HotelsVirgin Travel Group: Virgin Atlantic Airways, Virgin Holidays13Branding 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 difficult will it be to develop a global brand team?

11、Can a single brand be imposed on all markets successfully?14Global Brand Development-全球品牌发Global Brand DevelopmentGlobal Brand Leadership-全球品牌领导者Using organizational structures, processes, and cultures to allocate brand-building resources globally, to create global synergies（合作，配合）, and to develop a

12、 global brand strategy that coordinates and leverages country brand strategies15Global Brand DevelopmentGlobalGlobal Brand DevelopmentCreate a compelling（强制的，引人注目的） value propositionThink about all elements of brand identity and select names, marks, and symbols that have the potential for globalizat

13、ionResearch the alternatives of extending a national brand versus adopting a new brand identity globallyDevelop a company-wide communication system16Global Brand DevelopmentCreateGlobal Brand DevelopmentDevelop a consistent planning processAssign specific responsibility for managing branding issues

14、Execute brand-building strategiesHarmonize, unravel confusion, and eliminate complexity17Global Brand DevelopmentDeveloLocal versus Global Products and Brands: A Needs-Based ApproachPhysiologicalSafetySocialExternal/Internal EsteemSelf-actualization18Local versus Global Products aCountry 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 countriesJapanGermanyFranceItaly19Country of Origin as Brand ElePackagingConsumer Packaged Goods when the packaging is designed to protect or contain the produc

16、t during shippingEco-Packaging because package designers must address environmental issuesOffers communication cues that provide consumers with a basis for making a purchase decision20PackagingConsumer Packaged GooLabelingProvides consumers with various types of informationRegulations differ by coun

17、try 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 crops21LabelingProvides consumers witAesth

18、eticsGlobal marketers must understand the importance of visual aestheticsAesthetic Styles (degree of complexity found on a label) differ around the world22AestheticsGlobal marketers musProduct WarrantiesExpress Warranty is a written guarantee that assures the buyer is getting what they paid for or p

19、rovides a remedy in case of a product failureWarranties can be used as a competitive tool23Product WarrantiesExpress WarrExtend, Adapt, Create: Strategic Alternatives in Global MarketingExtension offering product virtually unchanged in markets outside of home countryAdaptation changing elements of d

20、esign, function, and packaging according to needs of different country marketsCreation developing new products for the world market24Extend, Adapt, Create: Strateg2527Global Product Planning: Strategic AlternativesProductSame DifferentCommunicationDifferentSameStrategy 1: Dual ExtensionStrategy 2:Pr

21、oduct ExtensionCommunication AdaptationStrategy 4:Dual AdaptationStrategy 3:Product AdaptationCommunicationExtension26Global Product Planning: StratHow to Choose a Strategy?Two errors that management makes in choosing a strategyNIH (Not invented here) syndrome means managers ignore the advancements

22、of subsidiaries overseasManagers impose policies upon subsidiaries because they assume what is right for customers in one market is right in every market27How to Choose a Strategy?Two eHow to Choose a Strategy?Cave Dweller new products launched internationally to dispose of excess productionNave Nat

23、ionalist company recognizes growth opportunities outside of home marketGlobally sensitive company views world as competitive marketplace28How to Choose a Strategy?Cave How to Choose a Strategy?The product itself, defined in terms of the function or need it servesThe market, defined in terms of the c

24、onditions under which the product is used, preferences of potential customers, and ability to buy the productAdaptation and manufacturing costs the company will incur 29How to Choose a Strategy?The pNew Products in Global MarketingPursue opportunities in 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 market30New Products in Global MarketiIdentifying New Product IdeasWhat is a new Product?New to those who use it