Description
It need, steps involved, aligning organisation, customer attitudes, monitoring etc.
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Need for Commodity Branding Steps to Commodity Branding Aligning Organization
?
? ?
Change the Customer Attitudes
Monitoring Sustaining the Advantage
Commodity products are largely undifferentiated products that offer little or no perceived differences between competitive offerings. These are lowly differentiated products or services with high levels of substitutability and straightforward price discovery.
? ? ?
Differentiation of undifferentiated products Increase in competition To avoid vicious practice of continual price slashing
?
?
For long term growth
To create credibility and trust among customers
1. 2. 3.
Conduct a comprehensive audit Find and define points of differentiation in your offering Choose the most compelling and unique point of differentiation to create a strong position for your brand Eliminate reasons for your customers not to purchase from you Create a powerful image for your brand Market the brand
4. 5. 6.
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Launch an initiative to understand how your current clients perceive you and your product/service. Study your competition and examine industry trends. Conduct an internal audit. Remain objective and seek to define things how they really are.
? ? ?
? ? ?
New product features Plus 1 features Bundles
?
? ?
Payment terms and guarantees
Better quality Reduce uncertainty
? ? ?
Better product delivery Packaging and design Definition and communication
?
?
Customer-driven added value
Look outside the industry for examples
? ?
1. 2. 3. 4.
Ensure target customers recognize the value offered Characteristics of differentiator
Most defendable Least likely to be copied Most compelling Most unique
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The concept of USP Do not try to incorporate many points of differentiation
?
Seek to uncover and understand the reasons customer choose to not to do business with you Computer and software industry example Confusing billing and/or payment terms Poor sales support Unfriendly sales staff Unfavorable location
? ? ? ? ?
? ? ? ? ?
Create a memorable name for your brand Create a visually effective logo Tagline or slogan communicating the essence of USP Keep the message simple but memorable Image should be descriptive and easily recognizable to your target market Brand’s identity must communicate specific promises of value
?
?
Differentiated personality to create strategic awareness
?
Clear communication of the value offered in both economic and emotional terms Highly targeted and sharply focused communication Consistency over time and over all chosen communication channels Objective is to create a brand preference
? ? ?
? ? ?
Innovation is the key Single perception of the overall objective Designing the ‘Thinking Through Process’
?
?
Integrating operations with the overall vision
To create an environment for respecting and rewarding long term decisions
?
? ? ?
From functional aspects to psychological components
Match market leaders but position on value prospects Change the attitude towards the category and then the product Use of integrated marketing communication
? ? ?
Brand loyalty Name awareness Perceived quality
?
?
Relevance and preference
Focus on core customer values
? ? ? ? ?
Differentiation Image building Product development Consumer research Service and delivery
?
?
Quality improvement
At all cost, resist the urge to cut prices
? ? ?
Tata Steel Indian Oil Corporation Limited Bisleri
?
?
Tata Salt
Annapurna Atta
?
How to Brand and Market a Commodity by Dave Dolak, www.brandtrellis.com Commodities: Branding the Basics by Eric Mirabel, www.brandchannel.com
?
doc_836399200.ppt
It need, steps involved, aligning organisation, customer attitudes, monitoring etc.
? ? ?
Need for Commodity Branding Steps to Commodity Branding Aligning Organization
?
? ?
Change the Customer Attitudes
Monitoring Sustaining the Advantage
Commodity products are largely undifferentiated products that offer little or no perceived differences between competitive offerings. These are lowly differentiated products or services with high levels of substitutability and straightforward price discovery.
? ? ?
Differentiation of undifferentiated products Increase in competition To avoid vicious practice of continual price slashing
?
?
For long term growth
To create credibility and trust among customers
1. 2. 3.
Conduct a comprehensive audit Find and define points of differentiation in your offering Choose the most compelling and unique point of differentiation to create a strong position for your brand Eliminate reasons for your customers not to purchase from you Create a powerful image for your brand Market the brand
4. 5. 6.
?
Launch an initiative to understand how your current clients perceive you and your product/service. Study your competition and examine industry trends. Conduct an internal audit. Remain objective and seek to define things how they really are.
? ? ?
? ? ?
New product features Plus 1 features Bundles
?
? ?
Payment terms and guarantees
Better quality Reduce uncertainty
? ? ?
Better product delivery Packaging and design Definition and communication
?
?
Customer-driven added value
Look outside the industry for examples
? ?
1. 2. 3. 4.
Ensure target customers recognize the value offered Characteristics of differentiator
Most defendable Least likely to be copied Most compelling Most unique
? ?
The concept of USP Do not try to incorporate many points of differentiation
?
Seek to uncover and understand the reasons customer choose to not to do business with you Computer and software industry example Confusing billing and/or payment terms Poor sales support Unfriendly sales staff Unfavorable location
? ? ? ? ?
? ? ? ? ?
Create a memorable name for your brand Create a visually effective logo Tagline or slogan communicating the essence of USP Keep the message simple but memorable Image should be descriptive and easily recognizable to your target market Brand’s identity must communicate specific promises of value
?
?
Differentiated personality to create strategic awareness
?
Clear communication of the value offered in both economic and emotional terms Highly targeted and sharply focused communication Consistency over time and over all chosen communication channels Objective is to create a brand preference
? ? ?
? ? ?
Innovation is the key Single perception of the overall objective Designing the ‘Thinking Through Process’
?
?
Integrating operations with the overall vision
To create an environment for respecting and rewarding long term decisions
?
? ? ?
From functional aspects to psychological components
Match market leaders but position on value prospects Change the attitude towards the category and then the product Use of integrated marketing communication
? ? ?
Brand loyalty Name awareness Perceived quality
?
?
Relevance and preference
Focus on core customer values
? ? ? ? ?
Differentiation Image building Product development Consumer research Service and delivery
?
?
Quality improvement
At all cost, resist the urge to cut prices
? ? ?
Tata Steel Indian Oil Corporation Limited Bisleri
?
?
Tata Salt
Annapurna Atta
?
How to Brand and Market a Commodity by Dave Dolak, www.brandtrellis.com Commodities: Branding the Basics by Eric Mirabel, www.brandchannel.com
?
doc_836399200.ppt