Brand Management Brand It refers to the concrete

Brand Management

Brand ? It refers to the concrete symbols - a name, a logo, a slogan, a design, a scheme. A brand serves to create associations and expectations relating to the product or producer. A good brand name should be legally protectable, easy to pronounce, easy to remember, easy to recognize, attract attention, suggest product benefits or usage, suggest the company or product image, distinguish the product's positioning relative to competition.

Types of Brands • Generic product: product item characterized by plain label, with no advertising and no brand name • Manufacturers’ brand or National Brand: Brand brand name owned by a manufacturer or other producer • Private brands: brands brand name placed on products marketed by wholesalers and retailers

Types of Brands • Captive brands: brands national brands that are sold exclusively by a retail chain • Family brand: brand name that identifies several related products • Individual brand: brand unique brand name that identifies a specific offering within a firm’s product line and that which is not grouped under a family brand

Brand Management It is the application of marketing techniques to a specific product or product-line. Marketers seek to develop or align the expectations behind a brand - to create the impression that the associated product has certain qualities or characteristics that make it special or unique. The brand is therefore the most valuable element in any advertising theme, as it demonstrates what the brand owner is able to offer.

ADVANTAGES OF BRAND MANAGEMENT Strengthening of competitive advantages Increased Sales Impact on Market Value Increased Market Share Enhancement of Profitability

The Dimensions in Brand Building • • • Brand identity Brand awareness Familiarity and knowledge of the brand Consideration to evaluate the brand Purchase Brand loyalty (or brand equity)

Brand Management

Role of Brand Strategy Brand Equity Cash flow booster Consumer Response Booster

Product Identification • Brand name: name It is a part of a brand consisting of words or letters that form a name that identifies and distinguishes a firm’s offering from those of its competitors • Brand mark: mark It is a symbol or pictorial design that identifies a product • Generic name: name It is a branded name that has become a generically descriptive term for a class of products (e. g. , nylon, aspirin, kerosene, and zipper)

Product Identification • Trademark: Trademark It is a legal protection which confers the exclusive right to user brand name, trade mark and any slogan or product name abbreviation • Trade Dress: Dress It is a visual cue used in branding to create an overall look (The distinctive shape of Philips light bulbs and the Mc. Donald’s arches provide an example of trade dress)

Key Learning Areas Brand Architecture Brand Positioning and Repositioning Brand Extension and Brand Leveraging Launching New Brands

Career- Designation Product / Brand Manager / Marketing Manager Retail Sales / Business Development Manager / Retail Regional Manager / Retail Store Manager Corporate Sales Manager Corporate Client Servicing / Key Account Manager / Branch Manager / Advertising Manager Client Servicing / Key Account Manager Media Planning Executive / Manager

Industry Bio-Tech. / Pharma / Life Sciences / Clinical Research Retailing / Consumer FMCG / Foods / Beverages Telecom / ISP, Banking / Financial Services / Stock Broking / Entertainment / Media / Publishing / Dotcom / Advertising / Event Management/ Public Relation Software Services / Consumer Goods-Durables / Home Appliances Cement / Construction / Engineering / Metals / Steel / Iron

Customer Relationship Management

Customer Relationship Management It is a broad term that covers concepts used by companies to manage their relationships with customers. CRM includes the capture, storage and analysis of customer, vendor, partner, and internal process information.

Customer Relationship Management It means managing all business interactions with customers. While customer relationship has always been crucial to business, the emergence of CRM as a discipline is due to two specific characteristics. - the creation of a customer-centric organizational philosophy - the use of technology in seeking and serving the customer. CRM, therefore, encompasses the capabilities, methodologies and technologies that support an enterprise in managing customer relationships.

Customer Relationship Management There are usually three parts of application architecture to CRM: Operational CRM involves supporting the front-end business processes including customer contact. Tasks resulting from these processes are forwarded with the resources and information responsible for them and documented for further reference. Analytical CRM involves analysis of data gathered through operational CRM and/or other sources to identify potential of enhancing client relationship and in general to develop market strategy. Collaborative CRM facilitates interactions with customers through all channels: personal, letter, fax, phone, web, e-mail. It is a solution that brings people, processes and data together. The data/activities can be structured, unstructured, conversational, and / or transactional in nature.

Advantage of Customer Relationship Management • Gather information about prospects and customers • Improve customer support • Faster product delivery • Inventory control • Prospect tracking • Self service • Consistent marketing message delivery

A typical CRM system is subdivided into three basic sub modules: 1. Marketing 2. Sales 3. Service

CRM system Communication Channel / CRM Module Direct Internet Marketing Online Marketing Web Marketing Sales Web Shop Tele Sales Service Online Service Customer Self Service Portal Call Center Tele Marketing Tele Service

Customer Relationship Management This program introduces the students to the benefits of creating customer loyalty, developing a market intelligence and pro-active enterprise, and incorporating customer relationship management into an organization. It includes CRM methodologies, strategies, software, and web -based capabilities that help an enterprise organize marketing, sales, services and manage customer relationships.

Key Learning Areas Campaign management Integrating CRM with business process Choosing the CRM tool Business intelligence

Career • Customer Service Executive / Manager • Customer Relationship Consultant • Sales / Marketing

Marketing Management

Marketing Management It has been defined by Kotler & Keller as “the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering and communicating superior customer value. "

Marketing Management Marketing management encompasses a wide variety of functions and activities, although the marketing department itself may be responsible for only a subset of these. Regardless of the organizational context, functions and activities of Marketing Management include Market Research & Analysis (5 Cs) and Marketing Strategy & Implementation (4 Ps). The 5 Cs are: Customer, Company, Collaborator, Competitor and Context (Industry). The 4 Ps are: Product, Price, Place and Promotion.

Key Learning Areas • Market analysis • Implementation of marketing strategies • Competitive strategy in international business. • Services Marketing & Industrial Marketing • Sales & Distribution Management

Career • Product / Brand Manager / Marketing Manager • Retail Sales / Business Development Manager / Retail Regional Manager / Retail Store Manager • Corporate Sales / Corporate Client Servicing / Key Account Manager • Personal Banking-Branch Manager • Client Servicing / Key Account Manager / Media Planning Executive / Manager

Industry • Bio-Tech. / Pharma / Life Sciences / Clinical Research • Retailing / Consumer FMCG / Foods / Beverages • Telecom / ISP, Banking / Financial Services / Stock Broking, Entertainment / Media / Publishing / Dotcom / Advertising / Event Management / Public Relation / Market Research • Software Services / Consumer Goods-Durables / Home Appliances / Cement / Construction / Engineering / Metals / Steel / Iron