today my email- [email protected] project briefing print out lecture notes from web site...
TRANSCRIPT
Today
• My email- [email protected]
• Project briefing
• Print out lecture notes from web site
• Registration
• What is brand management
• Marketing environment & competitive advantage
Course objectives
• Appreciation of brand management
• Project is important– learning by doing
– realistic scenario
• Theoretical frameworks but case studies are important
• Every week we will discuss brands
Grading
• Final examination 60%
• Project 40%
• Grades will be from 1 to 5, with 5 as Fail
• If you are coming out as say 2.5 , I will use class participation / Project to move grade up / down
Absences!
• Email me before lecture!
• IF and only if, you get email back from me then you are excused.
• If you are ill then you must bring doctor’s note
• 3 times absent means automatic fail
• Your grade will suffer if you do not attend !
Reading the book
• Read the Summary first• Quick read & highlight• Web site for the book- www.booksites.net/kotler• Register & then search under ‘Find your Professor
, then Groves , then my prof’s files.• Case studies on website.. Read them• Case studies in book .. Read them• Business magazines eg. Business
Week,FT,Economist
Topics that may be covered- comments ?
Class session Topic Chapters
Graded work
1 Marketing environment & Competitive advantage
4,12
2 Market planning & market assessment 3,8 3 Market segmentation, targeting & positioning 9,10 4 Channel management 21 5 Brand vision & Product Strategy 13 6 Product strategy 13,14 7 Relationship Marketing 11 8 Integrated marketing communication ( IMC) 18 9 International brand management 5 10 Exam Exam
What Is Marketing?
• Product
• Place .. Channels of distribution
• Promotion and advertising
• Pricing
–all for PROFIT
What do Brand Managers do ?
Product-packaging and design NPD,new packs
Promotion and advertising-promotions, PR, advertising
Pricing- for promotions Distribution- opportunities, but not selling
What do you remember ?
Doing is
Best !What do you remember ?Read 20%Hear 30%See 40%Say 50%Do 60%Experience by reading, 90%hearing,seeing, saying , & doing
Spontaneous awareness
• Write down the name of a professional sports team
• Write down the name of a professional soccer team
• No conferring !
• Pass to the front
MICROENVIRONMENTAL FORCES
CompanyCustomersIntermediaries
SuppliersCompetitorsPublics
MACROENVIRONMENTAL FORCES
PoliticalCulturalEconomic
DemographicTechnologicalNatural
Distributors
• Way to the market. What is between you are the final consumer / customer ?
• How strong are they? How important to your brand?
• Will be involved in selling , marketing, merchandising, delivering your brand
Types of distributor
Consumer goods Supermarkets
PC‘s Distributors, stores
Holidays Travel agents
Films Cinemas
Insurance Broker
Web based Physical distributors
Spending patternsEconomic
ECONOMIC ENVIRONMENT
Baby boom
DEMOGRAPHIC ENVIRONMENT
PopulationFamily Education
NATURAL ENVIRONMENT
Energy costs Intervention
TECHNOLOGICAL ENVIRONMENT
RegulationImprovement
R&DOpportunityChange
Raw materials Pollution
POLITICAL ENVIRONMENT
Interest groupsEnforcementLegislation
CULTURAL ENVIRONMENT
ShiftsSubculturesValues
Spontaneous awareness
• Top of mind awareness
• Prompted awareness- researcher reads list and consumer says if they are aware of the brand
• TOM critical for `impulse´´ brands eg soft drinks, snacks
Manchester United- a great brand
• Revenue of €260m up 18 % over 2002• Profit of €60 m in 2003• Nike contract worth €32m• Global sponsors Nike, Vodafone,• Alliance with NY Yankees • 2.5 m replica shirts sold ( 40% outside UK)• Premier League Champions 8 from last 11
years
Competitive advantage-who are my
competitors?• What market am I in ?• Include substitutes ?• Coca-Cola.. Avoids competitor myopia
– Carbonated soft drinks?– Soft drinks?– Non –alcoholic beverages ?– Alcoholic drinks?– Hot drinks?– Tap water?– Share of stomach 2 %
Profitability
Reduce capital cost
Productivity
Reduce fixed cost
Reduce variable cost
Change product mix
Increase price
Add value
Win competitor’s custom
Volume
Buy competitors
Increase usage rate
New segments
New markets
Innovation
Reduce costs
Increase margins
Compete
Create