Description
This presentation is about brand management and includes topics like product heirarchy, product porfolio of Cavin Kare, PnG, methods of brand management, for and against arguments
BRAND MANAGEMENT A brand is a distinguishing name and /or symbol such as logo, trade mark or package design, intended to identify the goods or services of either one seller or a group of sellers and to differentiate those goods or services from those of competitors.
PRODUCT HEIRACHY 1. Need family 2. Product family 3. Product Class 4. Product Line 5. Product 6. Brand
Product portfolio of Cavin Kare 1.Product line A: herbal shampoo,herbal cold cream, herbal moisturizing lotions – Nyle 2. Product line B: Herbal powder, powdered conditioner – Meera 3. Product line C : Herbal hair dye – Indica 4. Product line D : Fairness cream ( milk & saffron) - Fairever
5. Product line E: Perfumes,deodorant, talcum powder – Spinz 6. Product line F: Shampoo - Chik
PROCTER & GAMBLE’S PRODUCT MIX 1. Baby Care: Luvs®, Pampers®, Pampers Baby Wipes 2. Feminine Care: Alidays®, Always®, Tampax® 3. Beauty Care: Olay®, Head & Shoulders®, Ivory®, Boss®-Hugo Boss, Noxzema® 4. Fabric and Home Care: Tide®, Cheer®, Downy®, Fit® Fruit & Vegetable Wash 5. Food and Beverage: Sunny Delight®, Folgers®, Crisco®, Pringles®. 6. Healthcare: Scope®, Crest®, PUR®, Metamucil®, Fixodent®. 7. Tissue and Towels: Bounty®, Charmin®, Puffs®, Kid Fresh® Wipes.
BRANDS AND THE BRAND MANGEMENT SYSTEM Brand managers are central coordinators of all marketing activities for their brand and are responsible for developing and implementing the brand management plan .
HISTORICAL EVOLUTION OF BRAND MANAGEMENT SYSTEM 1.1870-1914 - DEVELOPMENT OF NATIONAL BRANDS Reasons for the growth of manufacturer branded products. A. Improvements in transportation and communication made regional and even national distribution increasingly easy.
B. Dramatic improvements in packing made individual packages that could be identified with the manufacturer’s trade mark increasingly viable. C. Improvements in production processes made it possible to produce large quantities inexpensively and with consistently good quality.
D.Advertising grew more respectable among businessmen.
E.Changes in trade mark laws made it easier to protect trademarks which were key to brand identity. F. Reliance on advertising in magazines and newspaper to transmit the essence of the brand.
G. New retail institutions such as department stores and variety stores made shopping more enticing. H. Increasing industrialization and urbanization led to prosperity and increased purchase power. I.Availability of variety in products made branding necessary and important.
Some of the earliest brands: Kodak cameras, Heinz . Quaker oats, Uneeda biscuits, Cocoa Cola, Ivory soap, Gillette Safety razor,
2. 1915-1929-ERA OF NEW METHODS OF BRAND MANAGEMENT Changes Brand management passed from the older owner entrepreneurs and top general managers to functionally specialized middle and upper middle level managers .
Some popular brands during the period. Wrigley, Waterman, Ford, Ivory, Heinz, Elgin, Campbell, Colgate, Singer, Kellog’s, Kodak etc.
3.1930-1945- BRAND MANAGER SYSTEM IS BORN 1930 - Richard Dupree was appointed president at P&G. He encouraged employee innovation. Neil McElory was managing Camay advertising during the time.
Mc Elory presented a plan recommending that each P&G brand should have its own brand assistant and managers dedicated to advertising and other marketing activities for the brand. When Dupree approved Mc Elory’s plan on May 1931,the brand manager system was born.
4. 1950 TO PRESENT TIME: ERA OF BRAND MANGERS Reasons for a big Spurt in brands 1. Economic boom following World war. 2.Increase in personal income 3.Increase in birth rate
4.Growth of suburban middle class 5.Setting up of shopping centres. 6.Explosion of new products 7.Increased impact of television advertising.
ARGUMENTS FOR BRAND MANAGEMENT
?
Very suitable for companies with large no.of brands. Marketing concept was accepted by companies all over the world and the concept of brand management fitted well with the thinking.
?
Increasing competition - it gave greater acceptance. ? Realisation that brands also have identity and personality and hence need to be nurtured gave a fillip.
?
?
Constant changes of consumer needs,environment,competitor strategies necessitated brand management
Systems ? Suitable in a professional set up with emphasis on team work.
?
Suitable in organizations which provided proper job description. Suitable in a system which provides opportunity for multi functional integration
?
Brand manager ? Highly analytical ? Good overall understanding of things -general management abilities. ? Team player-relationship builder. ? Willing to change. ? Effective communicator ? Entrepreneurial and strategic. ? Responsible for profit generation.
ARGUMENTS AGAINST BRAND MANAGEMENT Not applicable for small and medium scale companies. ? Lot of mini general managers/all rounders required ? Costly structure.
?
The functional system too strong and well established to be dismantled. ? The senior lot finds it difficult to give authority and responsibility to young brand mangers. ? Sales people’s resentment of brand mangers becoming spoke person of the product.
?
To find young people with multiple skills difficult. ? Coordination difficulty with other functions. ? Difficulty in achieving coordination with advertising agencies. ? Companies are obsessed with achieving short term sales. End.
?
doc_560758858.ppt
This presentation is about brand management and includes topics like product heirarchy, product porfolio of Cavin Kare, PnG, methods of brand management, for and against arguments
BRAND MANAGEMENT A brand is a distinguishing name and /or symbol such as logo, trade mark or package design, intended to identify the goods or services of either one seller or a group of sellers and to differentiate those goods or services from those of competitors.
PRODUCT HEIRACHY 1. Need family 2. Product family 3. Product Class 4. Product Line 5. Product 6. Brand
Product portfolio of Cavin Kare 1.Product line A: herbal shampoo,herbal cold cream, herbal moisturizing lotions – Nyle 2. Product line B: Herbal powder, powdered conditioner – Meera 3. Product line C : Herbal hair dye – Indica 4. Product line D : Fairness cream ( milk & saffron) - Fairever
5. Product line E: Perfumes,deodorant, talcum powder – Spinz 6. Product line F: Shampoo - Chik
PROCTER & GAMBLE’S PRODUCT MIX 1. Baby Care: Luvs®, Pampers®, Pampers Baby Wipes 2. Feminine Care: Alidays®, Always®, Tampax® 3. Beauty Care: Olay®, Head & Shoulders®, Ivory®, Boss®-Hugo Boss, Noxzema® 4. Fabric and Home Care: Tide®, Cheer®, Downy®, Fit® Fruit & Vegetable Wash 5. Food and Beverage: Sunny Delight®, Folgers®, Crisco®, Pringles®. 6. Healthcare: Scope®, Crest®, PUR®, Metamucil®, Fixodent®. 7. Tissue and Towels: Bounty®, Charmin®, Puffs®, Kid Fresh® Wipes.
BRANDS AND THE BRAND MANGEMENT SYSTEM Brand managers are central coordinators of all marketing activities for their brand and are responsible for developing and implementing the brand management plan .
HISTORICAL EVOLUTION OF BRAND MANAGEMENT SYSTEM 1.1870-1914 - DEVELOPMENT OF NATIONAL BRANDS Reasons for the growth of manufacturer branded products. A. Improvements in transportation and communication made regional and even national distribution increasingly easy.
B. Dramatic improvements in packing made individual packages that could be identified with the manufacturer’s trade mark increasingly viable. C. Improvements in production processes made it possible to produce large quantities inexpensively and with consistently good quality.
D.Advertising grew more respectable among businessmen.
E.Changes in trade mark laws made it easier to protect trademarks which were key to brand identity. F. Reliance on advertising in magazines and newspaper to transmit the essence of the brand.
G. New retail institutions such as department stores and variety stores made shopping more enticing. H. Increasing industrialization and urbanization led to prosperity and increased purchase power. I.Availability of variety in products made branding necessary and important.
Some of the earliest brands: Kodak cameras, Heinz . Quaker oats, Uneeda biscuits, Cocoa Cola, Ivory soap, Gillette Safety razor,
2. 1915-1929-ERA OF NEW METHODS OF BRAND MANAGEMENT Changes Brand management passed from the older owner entrepreneurs and top general managers to functionally specialized middle and upper middle level managers .
Some popular brands during the period. Wrigley, Waterman, Ford, Ivory, Heinz, Elgin, Campbell, Colgate, Singer, Kellog’s, Kodak etc.
3.1930-1945- BRAND MANAGER SYSTEM IS BORN 1930 - Richard Dupree was appointed president at P&G. He encouraged employee innovation. Neil McElory was managing Camay advertising during the time.
Mc Elory presented a plan recommending that each P&G brand should have its own brand assistant and managers dedicated to advertising and other marketing activities for the brand. When Dupree approved Mc Elory’s plan on May 1931,the brand manager system was born.
4. 1950 TO PRESENT TIME: ERA OF BRAND MANGERS Reasons for a big Spurt in brands 1. Economic boom following World war. 2.Increase in personal income 3.Increase in birth rate
4.Growth of suburban middle class 5.Setting up of shopping centres. 6.Explosion of new products 7.Increased impact of television advertising.
ARGUMENTS FOR BRAND MANAGEMENT
?
Very suitable for companies with large no.of brands. Marketing concept was accepted by companies all over the world and the concept of brand management fitted well with the thinking.
?
Increasing competition - it gave greater acceptance. ? Realisation that brands also have identity and personality and hence need to be nurtured gave a fillip.
?
?
Constant changes of consumer needs,environment,competitor strategies necessitated brand management
Systems ? Suitable in a professional set up with emphasis on team work.
?
Suitable in organizations which provided proper job description. Suitable in a system which provides opportunity for multi functional integration
?
Brand manager ? Highly analytical ? Good overall understanding of things -general management abilities. ? Team player-relationship builder. ? Willing to change. ? Effective communicator ? Entrepreneurial and strategic. ? Responsible for profit generation.
ARGUMENTS AGAINST BRAND MANAGEMENT Not applicable for small and medium scale companies. ? Lot of mini general managers/all rounders required ? Costly structure.
?
The functional system too strong and well established to be dismantled. ? The senior lot finds it difficult to give authority and responsibility to young brand mangers. ? Sales people’s resentment of brand mangers becoming spoke person of the product.
?
To find young people with multiple skills difficult. ? Coordination difficulty with other functions. ? Difficulty in achieving coordination with advertising agencies. ? Companies are obsessed with achieving short term sales. End.
?
doc_560758858.ppt