abhishreshthaa
Abhijeet S
EVOLUTION OF MARKETING
SIVA MODEL
This system is basically the four Ps renamed and reworded to provide a customer focus.
Product -> Solution
Promotion -> Information
Price -> Value
Place ->Access
Marketing today is done at two levels
Strategic Marketing
b) Operational Marketing
What is a Brand?
AMA: “A name, term, sign, symbol to identify and differentiate the goods and services of one seller from those of the competitors.”
Role of Brands
Helps consumer
Identify and evaluate products
Make faster purchasing decisions
Reduce risk and assign responsibility to a particular manufacturer
Helps firms
Simplify product handling
Signal a certain level of product quality
Brand loyalty provides security of demand
ATTRIBUTES SHARED BY STRONG BRANDS
Excels at delivering the benefits consumer desire
Stays relevant
Pricing is based on consumer perceived value
The brand is well positioned
The brand is consistent
Scope of Branding
It involves creating mental structure & organize knowledge and services.
Key is that consumer must not think that all brands in the same category are same.
Brand differences often are related to attributes or benefits of the product.
It can be applied anywhere a consumer has a choice.
- PRODUCTION CONCEPT
- PRODUCT CONCEPT
- SELLING CONCEPT
- MARKETING CONCEPT
- HOLISTIC CONCEPT
SIVA MODEL
This system is basically the four Ps renamed and reworded to provide a customer focus.
Product -> Solution
Promotion -> Information
Price -> Value
Place ->Access
Marketing today is done at two levels
Strategic Marketing
b) Operational Marketing
What is a Brand?
AMA: “A name, term, sign, symbol to identify and differentiate the goods and services of one seller from those of the competitors.”
Role of Brands
Helps consumer
Identify and evaluate products
Make faster purchasing decisions
Reduce risk and assign responsibility to a particular manufacturer
Helps firms
Simplify product handling
Signal a certain level of product quality
Brand loyalty provides security of demand
ATTRIBUTES SHARED BY STRONG BRANDS
Excels at delivering the benefits consumer desire
Stays relevant
Pricing is based on consumer perceived value
The brand is well positioned
The brand is consistent
Scope of Branding
It involves creating mental structure & organize knowledge and services.
Key is that consumer must not think that all brands in the same category are same.
Brand differences often are related to attributes or benefits of the product.
It can be applied anywhere a consumer has a choice.