alcoholic drink

8/8/2019 Alcoholic Drink

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GOOD MORNING


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THE CUSTOMER BASEDBRANDEQ UITY MODEL


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Refers to the marketing effects or outcomes thataccrue to a product with its brand namecompared with those that would accrue if thesame product did not have the brand name.

Consumer s knowledge about a brand makesmanufacturers/advertisers respond differently

or adopt appropriate measures for themarketing of the brand.


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MY NEW BRAND OFALCOHOLIC DRINK


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MY ALCOHOLICDRINK BRAND IN

THE LIGHT OF CBBEMODEL


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S ALIENCE dimension

Product category

Innovation & S trength

Purchase considerationConsumption consideration

Ease of recognition and recall


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P ERFORMANCE dimension

P rimary characteristics & supplementaryfeatures

P roduct reliability, durability, and serviceabilityEffectiveness, efficiency, and empathy

Style and design

P rice


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PERFORMANCE LITE

Low calorie 40 to 45 caloriesBest for Individual use

Available flavors


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PERFORMANCE LITE

Available in 500 ml in stylishcansP rice Rs.85 per can


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IMAGERY dimensionUser profiles

Demographic & psychographic characteristics Actual or aspirational Group perceptions -- popularity

P urchase & usage situations Type of channel, specific stores, ease of purchase Time (day, week, month, year, etc.), location, and context of usage

P ersonality & values Sincerity, excitement, competence, sophistication, & ruggedness

H istory, heritage, & experiences Nostalgia Memories


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IMAGERY LITE

Targeted mainly to N EW YOUNG GENERATIONbetween 21 to 35

Targeted from upperclass to middle middleclass


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IMAGERY LITE

Easy availability inownership based liquoroutlets in India.A new attraction in partiesand functionsSophisticated and attractivelabelingAvailable in easy to use andthrow cans


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JU DGEMENT dimensionBrand quality

Value Satisfaction

Brand credibility Expertise Trustworthiness Likability

Brand consideration Relevance

Brand superiority Differentiation


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JU DGEMENT LITE

Jugdement could be made for LITE accordingto the different brands present in the marketon the basis of-

1. P rice2. Flavor

3.V

ariety4. Looks5. Features


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TOP COMPETITOR S IN INDIA

Kingfisher

Haywards

Royal Challenge


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FEELING dimension

WarmthFun

Excitement SecuritySocial approval

Self-respect


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FEELINGLITE

The new look and flavor creates fun andexcitement in parties

Most of the women does not prefer beer forits strong taste, the varied flavors of LITE would increase the consumption of beeramong womenGood for health conscious consumers


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RES ONANCE dimension

Behavioral loyalty Frequency and amount of repeat purchases

Attitudinal attachment L

ove brand (favorite possessions; a little pleasure ) P roud of brand

Sense of community Kinship Affiliation

Active engagement Seek information Join club Visit web site, chat rooms


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RES ONANCE LITE

Strong Marketing strategy to increasecustomer loyaltyP

romotional and advertising initiatives


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RES ONANCE LITE

The proud of the brand are its looks andfeatures

The brand website to receive suggestions andimprovement


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RES ONANCE LITE

Using BUZZ MARKETING strategyEvent sponserships


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TH ANKYOU

alcoholic drink

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