Program :

PGDM

Faculty :

Dr.B.V.Jayanthi

Course :

Brand Management

Trimester :

IV

Session/s :

14 - 19

Week :

BRAND MARKETING
Topics to be covered in this session:

Brand elements
Pricing strategy
IMC
Celebrity endorsements
Co-branding

SESSION LEARNING OBJECTIVES

At the end of this session you should be able
to:
Understand the various pricing strategies available
to the marketers
Appreciate the different brand elements and
associations
Recognize the implication of Integrated Marketing
Communication and celebrity endorsement
Comprehend the significance of co-branding

BRAND MARKETING
Brand Management
Mod 3

BRAND MARKETING

CONSIDERATIONS IN CHOOSING
A BRAND NAME

What does the brand name mean?

What associations / performance /
expectations does it evoke ?
What degree of preference does it create?

A BRAND NAME SHOULD

INDICATE

Product benefits
Product quality
Names easy to
remember,
recognise,
pronounce

Product category
Distinctiveness
Should not
indicate poor
meanings in other
markets or
languages

BRAND ELEMENTS
Brand
names
Slogans

Characters

URLs

Elements

Symbols

Logos

BRAND ASSOCIATIONS

owned word
Slogans
Colours
Symbols and logos

BRAND ELEMENT CHOICE CRITERIA

Memorable
Meaningful
Likeability
Transferable
Adaptable
Protectible

BRAND
ASSOCIATION

ANYTHING LINKED IN MEMORY

TO A BRAND

HELP PROCESS/RETRIEVE INFORMATION

DIFFERENTIATED
REASON TO BUY

WHAT IS THE
VALUE OF
BRAND
ASSOCIATION
?
CREATE POSITIVE ATTITUDE / FEELINGS
BASIS FOR EXTENSIONS

PRICING OBJECTIVES

Market penetration objective

Market skimming objective
Target rate of return objective
Price stabilization objective
Meet or follow competition
objective
Market share objective
Profit maximization objective
Survival objective

GEOGRAPHICAL PRICING
Adjusting an items sale price based
on the buyer's location
Companies will try to gain maximum
revenue in the markets in which it
operates
Petrol prices in different cities of India ???
Srinagar
Chennai
Hyderabad
Trivananthapuram
Bengaluru
Mumbai
Pondichery
Chandigarh

Cars priced differently in different Indian states??

PROMOTIONAL PRICING

Promotional pricing is a sales and

marketing technique
reducing the price of a product or
service to attract customers

DISCRIMINATORY PRICING

sales of identical goods or services transacted at differentpricesfrom

the same provider
chargescustomers different prices for the same product or
service
1. Age based pricing such as charging less for a child's
ticket to a movie theatre/amusement park than an adult.
2. Universities charging more for out-of-state residents.
3. A doctor charging for services based on patients income.

VALUE PRICING

Offering a product at a fair and reasonable

price that makes sense to the purchasing
customer.As the name itself suggest price of
the product/ service is set according to value
perceived by the customer

CAPTIVE PRODUCT PRICING

The pricing of supplies, such as razor blades,
staples or computer software, which cannot be
used without a companion product

PRODUCT BUNDLE
PRICING
combining several products and offering the
bundle at a reduced price
Walmarts Xbox 360 Super Elite 250GB Bundle,
for example, includes an Xbox 360 console, Final
Fantasy XIII, an Xbox 360 250GB hard drive, 2 Xbox
360 wireless controllers, an Xbox 360 wired
headset, an Ethernet cable, a standard definition
Xbox 360 composite A/V/ cable, and a Final
Fantasy face plate.This package sells at a price of
$399.This saves the customer roughly $35
compared to if these items were purchased
individually.

PSYCHOLOGICAL PRICING
a little less than a round number, e.g.
$19.99 or 2.98 or Rs.1999/- only

PRODUCT LINE PRICING

a pricing strategy that uses one product
with various class distinctions.

OPTIONAL PRODUCT PRICING

Amethod of determiningproduct
pricewhereby abusiness setsalow
pricefor its mostbasic productand
thenprofitsfromselling more
costly accessories.
Optional product pricing is especially notable in
themarketingofproducts like computer printersthat
often have a verylowinitialentry price, while
thecostof accessories like AC adaptors and printer ink
cartridges issubstantial.

PREMIUM PRICING
keeping the price of a product or service artificially
high in order to encourage favorable perceptions
among buyers, based solely on the price

A luxury flat

PENETRATION PRICING
A relatively low initial entry price, often
lower than the eventual market price, to
attract new customers. The strategy works
on the expectation that customers will
switch to the newbrand because of the
lower price

ECONOMY PRICING
Avaluation techniquewhichassignsalow
priceto selectedproducts. Economy pricing
is widely used in the retailfood businessfor
groceries such as canned and frozen
goodssold under generic foodbrands
where
marketing andproduction costs
have been kept to a minimum

PRICE SKIMMING
when a marketer sets a relatively
highpricefor aproduct orservice at first,
then lowers the price over time.

A QUICK CONNECTOR TO THE

CONCEPT
Take the example of any one of the
following companies
ITC, TATA, NESTLE, HUL, P & G, AMUL,
DABUR, EUREKA FORBES, MAHINDRA &
MAHINDRA
Analyze a few brands of the chosen
company and examine the pricing
strategies

BRAND AMBASSADORS

Giving a face and personality to the brand

that is expected to be rubbed off from the
brand ambassador

COMMUNICATION MEDIA AND METHODS

Marketing communication mix

Advertising
Sales promotion
Personal selling
Publicity and
public relations
All these tools have one common objective i.e.
communicating a message to the consumer

COMMUNICATION MEDIA AND METHODS

Think Global and Act Local should be the

focus of rural communication
There are certain features like simple
living, high personal relations, speaking
through the heart, traditional life style in
tune with nature, family values, traditional
belief, hard working nature, aspirations of
rural youth etc which have to be considered
for effective rural communication.

COMMUNICATION MEDIA AND METHODS

Tata Motors introduced sturdy four wheeler

commercial vehicle-ACE in semi-urban and rural
market.
Road shows were conducted in selected villages.
ACE was called Baby Elephant compared to Tata
Truck that represents Mother Elephant

MEDIA PLANNING AND STRATEGY

BASIC TERMS

Media planning: The series of decisions

involved in delivering the message to the
target audience.

MEDIA PLANNING AND STRATEGY

BASIC TERMS

Media plan: The actual document detailing

media planning decisions.
. the task of a media agencyand entails
finding media platforms for a client's brand
or product to use
. involves determining the best combination of
media to achieve the marketing campaign
objectives
1.

MEDIA PLANNING AVENUES

Television ( TVC, television commercial)

Radio
Newspapers
Magazines (consumer and trade)
Outdoor billboards
Public transportation
Yellow Pages
Direct mail (DM)
Digital advertising (such as web-based, mobile and mobile
applications)
Search Engine Marketing (SEM, keyword marketing in search
engines)
Specialty advertising (on items such as books, pencils, calendars,
telephone pads, shopping bags and so on)
Other media (catalogs, samples, handouts, brochures, newsletters
and so on)

PITCH MADISON MEDIA

ADVERTISING OUTLOOK 2016
http://www.exchange4media.com/advertising/pitch-madisonmedia-advertising-outlook-predicts-indian-advertising-industryto-grow-at-16.8-in-2016_63330.html

FACTORS TO BE CONSIDERED IN
SELECTING MEDIA
2.

Reach- expressed as a percentage, reach

is the number of individuals (or homes) to
expose the product to through media
scheduled over a period of time.

MOBILE INTERNET USERS IN INDIA

mobile Internet users in India is expected to grow over 55 per

cent to 371 million by 2016
urban India
online communication (80 per cent)
social networking (74 per cent)
entertainment (30 per cent)
online shopping (13 per cent)
online ticketing (11 per cent)
Rural India
52 per cent for entertainment
39 per cent for social network
37 per cent communication
1 per cent for online shopping
0.4 per cent for online ticketing.

http://indianexpress.com/article/technology/tech-newstechnology/mobile-internet-users-in-india-to-reach-371-mn-by-june2016/

FACTORS TO BE CONSIDERED IN
SELECTING MEDIA
3.

Frequency- using specific media, how

many times, on average, should the
individuals in the target audience be
exposed to the advertising message? It
takes an average of three or more
exposures to an advertising message before
consumers take action.

FACTORS TO BE CONSIDERED IN
SELECTING MEDIA
4.

Cost per
thousand- How
much will it cost
to reach a
thousand
prospective
customers

FACTORS TO BE CONSIDERED IN
SELECTING MEDIA
5.

Cost per point- how much will it cost to

buy one rating point (a device attached to
a few thousands of TV sets) of your target
audience, a method used in comparing
broadcast media. One rating point equals 1
percent of the target audience.

FACTORS TO BE CONSIDERED IN
SELECTING MEDIA
6.

Impact- does the medium in question offer

full opportunities for appealing to the
appropriate senses, such as sight and
hearing

FACTORS TO BE CONSIDERED IN
SELECTING MEDIA
7.

Selectivity- to what degree can the

message be restricted to those people who
are known to be the most logical prospects

COMMUNICATION MEDIA AND METHODS

Wall painting is very popular in rural areas

Examples: Birla plus, Hero Honda, Jaikisan
urea, TAFE tractors, Suguna pumpsets,
Bru coffee, Khaitan fans etc

COMMUNICATION MEDIA AND METHODS

Direct mail advertising
Examples: Agricultural inputs, Tractor, Two
wheelers, Insurance etc

COMMUNICATION
STRATEGIES
Tanishq
Gitanjali

PRINT ADS

PRINT AD FOR VALENTINES DAY

PRINT AD FOR MOTHERS DAY

PRINT AD FOR AKSHAYA TRITIYA

PRINT AD FOR RAKSHA

BANDHAN

PRINT AD FOR DIWALI

FACEBOOK PAGE

TWITTER PAGE

BILLBOARDS

Gitanjali

COMMUNICATION STRATEGY

Press Releases
News coverage Print Electronic
Events
Advertisements
Bollywood associations
Fashion associations
CSR activities
Other

EVENTS
Various events have been sponsored or organised by
Gitanjali. Some of them are:

Asmi Woman of substance (womens day)

Sponsorships for fashion weeks - Kolkata, Chennai,
Mumbai, etc
Ticket to bollywood Bollywood theme event

ADVERTISEMENTS - PRINT

Advertisements are printed in leading newspapers as

well as reputed magazines.

Newspaper ads are generally full page put in

supplement.

Magazines also have full page ads. Preffered

magazines are lifestyle magazines and fashion
magazines.

CELEBRITY
ENDORSEMENTS

WHEN SHOULD CELEBRITY BE USED?

Instant awareness & recall

Lack of ideas to differentiate the product &

promote the brand

If the attributes of the brand & celebrity are

perfectly matching

PIONEERS OF CELEBRITY
ENDORSEMENT

HLL introduced
concept of celebrity
endorsement in India
First Indian film star
to endorse the popular
Lux soap brand

CELEBRITIES APPEAR IN PUBLIC IN

DIFFERENT WAYS

They appear in public when

fulfilling their profession

They appear in public by attending

special celebrity events

They are present in News, Fashion

magazines and tabloids

They act as spokes people in

advertising to promote products
and services

ADVANTAGES OF USING CELEBRITY

ENDORSEMENT

Mass appeal

ENSURES ATTENTIONS

Celebrity endorsement helps to

grab the attention of the public
when endorsed by celebrity

HIGHER DEGREE OF RECALL

Celebrity endorsement forces buyer

to remember something or bring
something back to the mind

ASSOCIATIVE BENEFITS

Just by associated to a product ,a

celebrity may push sales of any
product

FLIPSIDE OF USING CELEBRITY

Overexposure of other
Brands
:Amitabh Bachchan promotes
Nerolac paints, Cadbury
chocolates, Pepsi, Parker pens,
Dabur Hajmola, Sahara
homes, Reid and Taylor suits,
Navratan oil, ICICI home loans
etc.

BRAND SWITCHING BY CELEBRITYShahrukh ads with Sprite & Pepsi

Videocon Digital Direct and Dish
TV

CELEBRITY BIGGER THAN BRAND

SUMMING UP
The different branding elements and
associations
The pricing tool and its various forms
The significance of IMC and the celebrity
presence in the commercial
The implication of Co-branding in the
present market context