ch10ProductandBrandDecisions全球营销-沃伦·J·

ch10ProductandBrandDecisions(全球营销,沃伦·J·2024/3/25ch10ProductandBrandDecisions(全球营销,沃伦·J·BasicProductConceptsAproductisagood,service,orideaTangibleAttributesIntangibleAttributesProductclassificationConsumergoodsIndustrialgoods©2005PrenticeHall5/20/20202ch10ProductandBrandDecisions(全球营销,沃伦·J·ProductTypesBuyerorientationAmountofeffortexpendedonpurchaseConveniencePreferenceShoppingSpecialty©2005PrenticeHall5/20/20203ch10ProductandBrandDecisions(全球营销,沃伦·J·BrandsBundleofimagesandexperiencesinthecustomer’smindApromisemadebyaparticularcompanyaboutaparticularproductAqualitycertificationDifferentiationbetweencompetingproductsThesumofimpressionsaboutabrandistheBrandImage©2005PrenticeHall5/20/20204ch10ProductandBrandDecisions(全球营销,沃伦·J·Brands©2005PrenticeHall5/20/20205ch10ProductandBrandDecisions(全球营销,沃伦·J·BrandsTheaddedvaluethataccruestoaproductasaresultofinvestmentsinthemarketingofthebrandAnassetthatrepresentsthevaluecreatedbytherelationshipbetweenthebrandandcustomerovertime©2005PrenticeHall5/20/20206ch10ProductandBrandDecisions(全球营销,沃伦·J·Brands“Wehavetoshifttohighvalue-addedproducts,andtodothatweneedtoimproveourbrand.”-NoboruFujimoto,PresidentSharpElectronicsCorporation©2005PrenticeHall5/20/20207ch10ProductandBrandDecisions(全球营销,沃伦·J·LocalProductsandBrandsBrandsthathaveachievedsuccessinasinglenationalmarketRepresentthelifebloodofdomesticcompaniesEntrenchedlocalproducts/brandscanbeasignificantcompetitivehurdletoglobalcompanies©2005PrenticeHall5/20/20208ch10ProductandBrandDecisions(全球营销,沃伦·J·InternationalProductsandBrandsOfferedinseveralmarketsinaparticularregion‘Euro-brands’©2005PrenticeHall5/20/20209ch10ProductandBrandDecisions(全球营销,沃伦·J·GlobalProductsandBrandsGlobalproductsmeetthewantsandneedsofaglobalmarketandisofferedinallworldregionsGlobalbrandshavethesamenameandsimilarimageandpositioningthroughouttheworld©2005PrenticeHall5/20/202010ch10ProductandBrandDecisions(全球营销,沃伦·J·GlobalProductsandBrandsAmultinationalhasoperationsindifferentcountries.Aglobalcompanyviewstheworldasasinglecountry.WeknowArgentinaandFrancearedifferent,butwetreatthemthesame.Wesellthemthesameproducts,weusethesameproductionmethods,wehavethesamecorporatepolicies.Weevenusethesameadvertising—inadifferentlanguage,ofcourse.-AlfredZeienFormerGilletteCEO©2005PrenticeHall5/20/202011ch10ProductandBrandDecisions(全球营销,沃伦·J·BrandingStrategiesCombinationortieredbranding:allowsmarketerstoleverageacompany’sreputationwhiledevelopingadistinctiveidentityforalineofproductsSonyWalkmanCo-brandingfeaturestwoormorecompanyorproductbrandsNutraSweetandCoca-ColaIntelInside©2005PrenticeHall5/20/202012ch10ProductandBrandDecisions(全球营销,沃伦·J·BrandingStrategiesBrandactsasanumbrellafornewproductsExample:TheVirginGroupVirginEntertainment:VirginMega-storesandMGMCinemasVirginTrading:VirginColaandVirginVodkaVirginRadioVirginMediaGroup:VirginPublishing,VirginTelevision,VirginNetVirginHotelsVirginTravelGroup:VirginAtlanticAirways,VirginHolidays©2005PrenticeHall5/20/202013ch10ProductandBrandDecisions(全球营销,沃伦·J·GlobalBrandDevelopmentQuestionstoaskwhenmanagementseekstobuildaglobalbrand:Willanticipatedscaleeconomiesmaterialize?Howdifficultwillitbetodevelopaglobalbrandteam?Canasinglebrandbeimposedonallmarketssuccessfully?©2005PrenticeHall5/20/202014ch10ProductandBrandDecisions(全球营销,沃伦·J·GlobalBrandDevelopmentGlobalBrandLeadershipUsingorganizationalstructures,processes,andculturestoallocatebrand-buildingresourcesglobally,tocreateglobalsynergies,andtodevelopaglobalbrandstrategythatcoordinatesandleveragescountrybrandstrategies©2005PrenticeHall5/20/202015ch10ProductandBrandDecisions(全球营销,沃伦·J·GlobalBrandDevelopmentCreateacompellingvaluepropositionThinkaboutallelementsofbrandidentityandselectnames,marks,andsymbolsthathavethepotentialforglobalizationResearchthealternativesofextendinganationalbrandversusadoptinganewbrandidentitygloballyDevelopacompany-widecommunicationsystem©2005PrenticeHall5/20/202016ch10ProductandBrandDecisions(全球营销,沃伦·J·GlobalBrandDevelopmentDevelopaconsistentplanningprocessAssignspecificresponsibilityformanagingbrandingissuesExecutebrand-buildingstrategiesHarmonize,unravelconfusion,andeliminatecomplexity©2005PrenticeHall5/20/202017ch10ProductandBrandDecisions(全球营销,沃伦·J·LocalversusGlobalProductsandBrands:ANeeds-BasedApproachPhysiologicalSafetySocialExternal/InternalEsteemSelf-actualization©2005PrenticeHall5/20/202018ch10ProductandBrandDecisions(全球营销,沃伦·J·CountryofOriginasBrandElementPerceptionsaboutandattitudestowardparticularcountriesoftenextendtoproductsandbrandsknowntooriginateinthosecountriesJapanGermanyFranceItaly©2005PrenticeHall5/20/202019ch10ProductandBrandDecisions(全球营销,沃伦·J·PackagingConsumerPackagedGoodswhenthepackagingisdesignedtoprotectorcontaintheproductduringshippingEco-PackagingbecausepackagedesignersmustaddressenvironmentalissuesOfferscommunicationcuesthatprovideconsumerswithabasisformakingapurchasedecision©2005PrenticeHall5/20/202020ch10ProductandBrandDecisions(全球营销,沃伦·J·LabelingProvidesconsumerswithvarioustypesofinformationRegulationsdifferbycountryregardingvariousproductsHealthwarningsontobaccoproductsAmericanAutomobileLabelingActclarifiesthecountryoforigin,andfinalassemblypointEuropeanUnionrequireslabelsonallfoodproductsthatincludeingredientsfromgeneticallymodifiedcrops©2005PrenticeHall5/20/202021ch10ProductandBrandDecisions(全球营销,沃伦·J·AestheticsGlobalmarketersmustunderstandtheimportanceofvisualaestheticsAestheticStyles(degreeofcomplexityfoundonalabel)differaroundtheworld©2005PrenticeHall5/20/202022ch10ProductandBrandDecisions(全球营销,沃伦·J·ProductWarrantiesExpressWarrantyisawrittenguaranteethatassuresthebuyerisgettingwhattheypaidfororprovidesaremedyincaseofaproductfailureWarrantiescanbeusedasacompetitivetool©2005PrenticeHall5/20/202023ch10ProductandBrandDecisions(全球营销,沃伦·J·Extend,Adapt,Create:StrategicAlternativesinGlobalMarketingExtension–offeringproductvirtuallyunchangedinmarketsoutsideofhomecountryAdaptation–changingelementsofdesign,function,andpackagingaccordingtoneedsofdifferentcountrymarketsCreation–developingnewproductsfortheworldmarket©2005PrenticeHall5/20/202024ch10ProductandBrandDecisions(全球营销,沃伦·J·©2005PrenticeHall5/20/202025ch10ProductandBrandDecisions(全球营销,沃伦·J·GlobalProductPlanning:StrategicAlternativesProductSame DifferentCommunicationDifferentSameStrategy1:DualExtensionStrategy2:ProductExtensionCommunicationAdaptationStrategy4:DualAdaptationStrategy3:ProductAdaptationCommunicationExtension©2005PrenticeHall5/20/202026ch10ProductandBrandDecisions(全球营销,沃伦·J·HowtoChooseaStrategy?TwoerrorsthatmanagementmakesinchoosingastrategyNIH(Notinventedhere)syndromemeansmanagersignoretheadvancementsofsubsidiariesoverseasManagersimposepoliciesuponsubsidiariesbecausetheyassumewhatisrightforcustomersinonemarketisrightineverymarket©2005PrenticeHall5/20/202027ch10ProductandBrandDecisions(全球营销,沃伦·J·HowtoChooseaStrategy?CaveDweller–newproductslaunchedinternationallytodisposeofexcessproductionNaïveNationalist–companyrecognizesgrowthopportunitiesoutsideofhomemarketGloballysensitive–companyviewsworldascompetitivemarketplace©2005PrenticeHall5/20/202028ch10ProductandBrandDecisions(全球营销,沃伦·J·HowtoChooseaStrategy?Theproductitself,definedintermsofthefunctionorneeditservesThemarket,definedintermsoftheconditionsunderwhichtheproductisused,preferencesofpotentialcustomers,andabilitytobuytheproductAdaptationandmanufacturingcoststhecompanywillincur©2005PrenticeHall5/20/202029ch10ProductandBrandDecisions(全球营销,沃伦·J·NewProductsinGlobalMarketingPursueopportunitiesincompetitivearenasofglobalmarketplaceFocusononeoronlyafewbusinessesActiveinvolvementfromseniormanagementAbilitytorecruitandretainbestemployeesUnderstandtheimportanceofspeedinbringingproducttomarket©2005PrenticeHall5/20/202030ch10ProductandBrandDecisions(全球营销,沃伦·J·IdentifyingNewProductIdeasWhatisanewProduct?Ne