产品与品牌战略课件

Chapter6

Productand

BrandDecisions产品与品牌战略1Chapter6

Productand

BrandDBasicProductConceptsAproductisagood,service,orideaTangibleAttributesIntangibleAttributesProductclassificationConsumergoodsIndustrialgoods2BasicProductConceptsAproducProductTypesBuyerorientationAmountofeffortexpendedonpurchaseConveniencePreferenceShoppingSpecialty3ProductTypesBuyerorientationBrandsBundleofimagesandexperiencesinthecustomer’smindApromisemadebyaparticularcompanyaboutaparticularproductAqualitycertificationDifferentiationbetweencompetingproductsThesumofimpressionsaboutabrandistheBrandImage4BrandsBundleofimagesandexpBrands5Brands5BrandsTheaddedvaluethataccruestoaproductasaresultofinvestmentsinthemarketingofthebrandAnassetthatrepresentsthevaluecreatedbytherelationshipbetweenthebrandandcustomerovertime6BrandsTheaddedvaluethataccBrands“Wehavetoshifttohighvalue-addedproducts,andtodothatweneedtoimproveourbrand.”-NoboruFujimoto,PresidentSharpElectronicsCorporation7Brands“WehavetoshifttohigLocalProductsandBrandsBrandsthathaveachievedsuccessinasinglenationalmarketRepresentthelifebloodofdomesticcompaniesEntrenchedlocalproducts/brandscanbeasignificantcompetitivehurdletoglobalcompanies8LocalProductsandBrandsBrandInternationalProductsandBrandsOfferedinseveralmarketsinaparticularregion‘Euro-brands’9InternationalProductsandBraGlobalProductsandBrandsGlobalproductsmeetthewantsandneedsofaglobalmarketandisofferedinallworldregionsGlobalbrandshavethesamenameandsimilarimageandpositioningthroughouttheworld10GlobalProductsandBrandsGlobGlobalProductsandBrandsAmultinationalhasoperationsindifferentcountries.Aglobalcompanyviewstheworldasasinglecountry.WeknowArgentinaandFrancearedifferent,butwetreatthemthesame.Wesellthemthesameproducts,weusethesameproductionmethods,wehavethesamecorporatepolicies.Weevenusethesameadvertising—inadifferentlanguage,ofcourse.-AlfredZeienFormerGilletteCEO11GlobalProductsandBrandsAmuBrandingStrategies-品牌战略Combinationortieredbranding-混合或层层上升品牌:allowsmarketerstoleverageacompany’sreputationwhiledevelopingadistinctiveidentityforalineofproductsSonyWalkmanCo-brandingfeaturestwoormorecompanyorproductbrandsNutraSweetandCoca-ColaIntelInside12BrandingStrategies-品牌战略CombinBrandingStrategiesBrandactsasanumbrellafornewproductsExample:TheVirginGroup-维珍集团VirginEntertainment:VirginMega-storesandMGMCinemasVirginTrading:VirginColaandVirginVodkaVirginRadioVirginMediaGroup:VirginPublishing,VirginTelevision,VirginNetVirginHotelsVirginTravelGroup:VirginAtlanticAirways,VirginHolidays13BrandingStrategiesBrandactsGlobalBrandDevelopment-全球品牌发展Questionstoaskwhenmanagementseekstobuildaglobalbrand:Willanticipatedscaleeconomiesmaterialize?Howdifficultwillitbetodevelopaglobalbrandteam?Canasinglebrandbeimposedonallmarketssuccessfully?14GlobalBrandDevelopment-全球品牌发GlobalBrandDevelopmentGlobalBrandLeadership-全球品牌领导者Usingorganizationalstructures,processes,andculturestoallocatebrand-buildingresourcesglobally,tocreateglobalsynergies（合作，配合）,andtodevelopaglobalbrandstrategythatcoordinatesandleveragescountrybrandstrategies15GlobalBrandDevelopmentGlobalGlobalBrandDevelopmentCreateacompelling（强制的，引人注目的）valuepropositionThinkaboutallelementsofbrandidentityandselectnames,marks,andsymbolsthathavethepotentialforglobalizationResearchthealternativesofextendinganationalbrandversusadoptinganewbrandidentitygloballyDevelopacompany-widecommunicationsystem16GlobalBrandDevelopmentCreateGlobalBrandDevelopmentDevelopaconsistentplanningprocessAssignspecificresponsibilityformanagingbrandingissuesExecutebrand-buildingstrategiesHarmonize,unravelconfusion,andeliminatecomplexity17GlobalBrandDevelopmentDeveloLocalversusGlobalProductsandBrands:ANeeds-BasedApproachPhysiologicalSafetySocialExternal/InternalEsteemSelf-actualization18LocalversusGlobalProductsaCountryofOriginasBrandElementPerceptionsaboutandattitudestowardparticularcountriesoftenextendtoproductsandbrandsknowntooriginateinthosecountriesJapanGermanyFranceItaly19CountryofOriginasBrandElePackagingConsumerPackagedGoodswhenthepackagingisdesignedtoprotectorcontaintheproductduringshippingEco-PackagingbecausepackagedesignersmustaddressenvironmentalissuesOfferscommunicationcuesthatprovideconsumerswithabasisformakingapurchasedecision20PackagingConsumerPackagedGooLabelingProvidesconsumerswithvarioustypesofinformationRegulationsdifferbycountryregardingvariousproductsHealthwarningsontobaccoproductsAmericanAutomobileLabelingActclarifiesthecountryoforigin,andfinalassemblypointEuropeanUnionrequireslabelsonallfoodproductsthatincludeingredientsfromgeneticallymodifiedcrops21LabelingProvidesconsumerswitAestheticsGlobalmarketersmustunderstandtheimportanceofvisualaestheticsAestheticStyles(degreeofcomplexityfoundonalabel)differaroundtheworld22AestheticsGlobalmarketersmusProductWarrantiesExpressWarrantyisawrittenguaranteethatassuresthebuyerisgettingwhattheypaidfororprovidesaremedyincaseofaproductfailureWarrantiescanbeusedasacompetitivetool23ProductWarrantiesExpressWarrExtend,Adapt,Create:StrategicAlternativesinGlobalMarketingExtension–offeringproductvirtuallyunchangedinmarketsoutsideofhomecountryAdaptation–changingelementsofdesign,function,andpackagingaccordingtoneedsofdifferentcountrymarketsCreation–developingnewproductsfortheworldmarket24Extend,Adapt,Create:Strateg2525GlobalProductPlanning:StrategicAlternativesProductSame DifferentCommunicationDifferentSameStrategy1:DualExtensionStrategy2:ProductExtensionCommunicationAdaptationStrategy4:DualAdaptationStrategy3:ProductAdaptationCommunicationExtension26GlobalProductPlanning:StratHowtoChooseaStrategy?TwoerrorsthatmanagementmakesinchoosingastrategyNIH(Notinventedhere)syndromemeansmanagersignoretheadvancementsofsubsidiariesoverseasManagersimposepoliciesuponsubsidiariesbecausetheyassumewhatisrightforcustomersinonemarketisrightineverymarket27HowtoChooseaStrategy?TwoeHowtoChooseaStrategy?CaveDweller–newproductslaunchedinternationallytodisposeofexcessproductionNaïveNationalist–companyrecognizesgrowthopportunitiesoutsideofhomemarketGloballysensitive–companyviewsworldascompetitivemarketplace28HowtoChooseaStrategy?CaveHowtoChooseaStrategy?Theproductitself,definedintermsofthefunctionorneeditservesThemarket,definedintermsoftheconditionsunderwhichtheproductisused,preferencesofpotentialcustomers,andabilitytobuytheproductAdaptationandmanufacturingcoststhecompanywillincur29HowtoChooseaStrategy?ThepNewProductsinGlobalMarketingPursueopportunitiesincompetitivearenasofglobalmarketplaceFocusononeoronlyafewbusinessesActiveinvolvementfromseniormanagementAbilitytorecruitandretainbestemployeesUnderstandtheimportanceofspeedinbringingproducttomarket30NewProductsinGlobalMarketiIdentifyingNewProductIdeasWhatisanewProduct?NewtothosewhouseitorbuyitNewtotheorganizationNewtoamarket31IdentifyingNewProductIdeasWTheInternationalNewProductDepartmentHowbigisthemarketforthisproductatvariousprices?Whatarethelikelycompetitivemovesinresponsetoouractivity?Canwemarkettheproductthroughexistingstructure?Canwesourcetheproductatacostthatwillyieldanadequateprofit?Doesproductfitourstrategicdevelopmentplan32TheInternationalNewProductTestingNewProductsWhendoyoutestanewproduct?Wheneveraproductinteractswithhuman,mechanical,orchemicalelementsbecausethereisthepotentialforasurprisingandunexpectedincompatibilityTestcouldsimplybeobservingtheproductbeingusedwithinthemarket33TestingNewProductsWhendoyoLookingAheadChapter11Pricingdecisions34LookingAheadChapter11PricinChapter6

Productand

BrandDecisions产品与品牌战略35Chapter6

Productand

BrandDBasicProductConceptsAproductisagood,service,orideaTangibleAttributesIntangibleAttributesProductclassificationConsumergoodsIndustrialgoods36BasicProductConceptsAproducProductTypesBuyerorientationAmountofeffortexpendedonpurchaseConveniencePreferenceShoppingSpecialty37ProductTypesBuyerorientationBrandsBundleofimagesandexperiencesinthecustomer’smindApromisemadebyaparticularcompanyaboutaparticularproductAqualitycertificationDifferentiationbetweencompetingproductsThesumofimpressionsaboutabrandistheBrandImage38BrandsBundleofimagesandexpBrands39Brands5BrandsTheaddedvaluethataccruestoaproductasaresultofinvestmentsinthemarketingofthebrandAnassetthatrepresentsthevaluecreatedbytherelationshipbetweenthebrandandcustomerovertime40BrandsTheaddedvaluethataccBrands“Wehavetoshifttohighvalue-addedproducts,andtodothatweneedtoimproveourbrand.”-NoboruFujimoto,PresidentSharpElectronicsCorporation41Brands“WehavetoshifttohigLocalProductsandBrandsBrandsthathaveachievedsuccessinasinglenationalmarketRepresentthelifebloodofdomesticcompaniesEntrenchedlocalproducts/brandscanbeasignificantcompetitivehurdletoglobalcompanies42LocalProductsandBrandsBrandInternationalProductsandBrandsOfferedinseveralmarketsinaparticularregion‘Euro-brands’43InternationalProductsandBraGlobalProductsandBrandsGlobalproductsmeetthewantsandneedsofaglobalmarketandisofferedinallworldregionsGlobalbrandshavethesamenameandsimilarimageandpositioningthroughouttheworld44GlobalProductsandBrandsGlobGlobalProductsandBrandsAmultinationalhasoperationsindifferentcountries.Aglobalcompanyviewstheworldasasinglecountry.WeknowArgentinaandFrancearedifferent,butwetreatthemthesame.Wesellthemthesameproducts,weusethesameproductionmethods,wehavethesamecorporatepolicies.Weevenusethesameadvertising—inadifferentlanguage,ofcourse.-AlfredZeienFormerGilletteCEO45GlobalProductsandBrandsAmuBrandingStrategies-品牌战略Combinationortieredbranding-混合或层层上升品牌:allowsmarketerstoleverageacompany’sreputationwhiledevelopingadistinctiveidentityforalineofproductsSonyWalkmanCo-brandingfeaturestwoormorecompanyorproductbrandsNutraSweetandCoca-ColaIntelInside46BrandingStrategies-品牌战略CombinBrandingStrategiesBrandactsasanumbrellafornewproductsExample:TheVirginGroup-维珍集团VirginEntertainment:VirginMega-storesandMGMCinemasVirginTrading:VirginColaandVirginVodkaVirginRadioVirginMediaGroup:VirginPublishing,VirginTelevision,VirginNetVirginHotelsVirginTravelGroup:VirginAtlanticAirways,VirginHolidays47BrandingStrategiesBrandactsGlobalBrandDevelopment-全球品牌发展Questionstoaskwhenmanagementseekstobuildaglobalbrand:Willanticipatedscaleeconomiesmaterialize?Howdifficultwillitbetodevelopaglobalbrandteam?Canasinglebrandbeimposedonallmarketssuccessfully?48GlobalBrandDevelopment-全球品牌发GlobalBrandDevelopmentGlobalBrandLeadership-全球品牌领导者Usingorganizationalstructures,processes,andculturestoallocatebrand-buildingresourcesglobally,tocreateglobalsynergies（合作，配合）,andtodevelopaglobalbrandstrategythatcoordinatesandleveragescountrybrandstrategies49GlobalBrandDevelopmentGlobalGlobalBrandDevelopmentCreateacompelling（强制的，引人注目的）valuepropositionThinkaboutallelementsofbrandidentityandselectnames,marks,andsymbolsthathavethepotentialforglobalizationResearchthealternativesofextendinganationalbrandversusadoptinganewbrandidentitygloballyDevelopacompany-widecommunicationsystem50GlobalBrandDevelopmentCreateGlobalBrandDevelopmentDevelopaconsistentplanningprocessAssignspecificresponsibilityformanagingbrandingissuesExecutebrand-buildingstrategiesHarmonize,unravelconfusion,andeliminatecomplexity51GlobalBrandDevelopmentDeveloLocalversusGlobalProductsandBrands:ANeeds-BasedApproachPhysiologicalSafetySocialExternal/InternalEsteemSelf-actualization52LocalversusGlobalProductsaCountryofOriginasBrandElementPerceptionsaboutandattitudestowardparticularcountriesoftenextendtoproductsandbrandsknowntooriginateinthosecountriesJapanGermanyFranceItaly53CountryofOriginasBrandElePackagingConsumerPackagedGoodswhenthepackagingisdesignedtoprotectorcontaintheproductduringshippingEco-PackagingbecausepackagedesignersmustaddressenvironmentalissuesOfferscommunicationcuesthatprovideconsumerswithabasisformakingapurchasedecision54PackagingConsumerPackagedGooLabelingProvidesconsumerswithvarioustypesofinformationRegulationsdifferbycountryregardingvariousproductsHealthwarningsontobaccoproductsAmericanAutomobileLabelingActclarifiesthecountryoforigin,andfinalassemblypointEuropeanUnionrequireslabelsonallfoodproductsthatincludeingredientsfromgeneticallymodifiedcrops55LabelingProvidesconsumerswitAestheticsGlobalmarketersmustunderstandtheimportanceofvisualaestheticsAestheticStyles(degreeofcomplexityfoundonalabel)differaroundtheworld56AestheticsGlobalmarketersmusProductWarrantiesExpressWarrantyisawrittenguaranteethatassuresthebuyerisgettingwhattheypaidfororprovidesaremedyincaseofaproductfailureWarrantiescanbeusedasacompetitivetool57ProductWarrantiesExpressWarrExtend,Adapt,Create:StrategicAlternativesinGlobalMarketingExtension–offeringproductvirtuallyunchangedinmarketsoutsideofhomecountryAdaptation–changingelementsofdesign,function,andpackagingaccordingtoneedsofdifferentcountrymarketsCreation–developingnewproductsfortheworldmarket58Extend,Adapt,Create:Strateg5925GlobalProductPlanning:StrategicAlternativesProductSame DifferentCommunicationDifferentSameStrategy1:DualExtensionStrategy2:ProductExtensionCommunicationAdaptationStrategy4:DualAdaptationStrategy3:ProductAdaptationCommunicationExtension60GlobalProductPlanning:StratHowtoChooseaStrategy?TwoerrorsthatmanagementmakesinchoosingastrategyNIH(Notinventedhere)syndromemeansmanagersignoretheadvancementsofsubsidiariesoverseasManagersimposepoliciesuponsubsidiariesbecausetheyassumewhatisrightforcustomersinonemarketisrightineverymarket61HowtoChooseaStrategy?TwoeHowtoChooseaStrategy?CaveDweller–newproductslaunchedinternationallytodisposeofexcessproductionNaïveNationalist–companyrecognizesg