产品与品牌战略

Chapter6

Productand

BrandDecisions产品与品牌战略1BasicProductConceptsAproductisagood,service,orideaTangibleAttributesIntangibleAttributesProductclassificationConsumergoodsIndustrialgoods2ProductTypesBuyerorientationAmountofeffortexpendedonpurchaseConveniencePreferenceShoppingSpecialty3BrandsBundleofimagesandexperiencesinthecustomer’smindApromisemadebyaparticularcompanyaboutaparticularproductAqualitycertificationDifferentiationbetweencompetingproductsThesumofimpressionsaboutabrandistheBrandImage4Brands5BrandsTheaddedvaluethataccruestoaproductasaresultofinvestmentsinthemarketingofthebrandAnassetthatrepresentsthevaluecreatedbytherelationshipbetweenthebrandandcustomerovertime6Brands“Wehavetoshifttohighvalue-addedproducts,andtodothatweneedtoimproveourbrand.”-NoboruFujimoto,PresidentSharpElectronicsCorporation7LocalProductsandBrandsBrandsthathaveachievedsuccessinasinglenationalmarketRepresentthelifebloodofdomesticcompaniesEntrenchedlocalproducts/brandscanbeasignificantcompetitivehurdletoglobalcompanies8InternationalProductsandBrandsOfferedinseveralmarketsinaparticularregion‘Euro-brands’9GlobalProductsandBrandsGlobalproductsmeetthewantsandneedsofaglobalmarketandisofferedinallworldregionsGlobalbrandshavethesamenameandsimilarimageandpositioningthroughouttheworld10GlobalProductsandBrandsAmultinationalhasoperationsindifferentcountries.Aglobalcompanyviewstheworldasasinglecountry.WeknowArgentinaandFrancearedifferent,butwetreatthemthesame.Wesellthemthesameproducts,weusethesameproductionmethods,wehavethesamecorporatepolicies.Weevenusethesameadvertising—inadifferentlanguage,ofcourse.-AlfredZeienFormerGilletteCEO11BrandingStrategies-品牌战略Combinationortieredbranding-混合或层层上上升品牌:allowsmarketerstoleverageacompany’’sreputationwhiledevelopingadistinctiveidentityforalineofproductsSonyWalkmanCo-brandingfeaturestwoormorecompanyorproductbrandsNutraSweetandCoca-ColaIntelInside12BrandingStrategiesBrandactsasanumbrellafornewproductsExample:TheVirginGroup-维珍集团VirginEntertainment:VirginMega-storesandMGMCinemasVirginTrading:VirginColaandVirginVodkaVirginRadioVirginMediaGroup:VirginPublishing,VirginTelevision,VirginNetVirginHotelsVirginTravelGroup:VirginAtlanticAirways,VirginHolidays13GlobalBrandDevelopment-全球品牌发展展Questionstoaskwhenmanagementseekstobuildaglobalbrand:Willanticipatedscaleeconomiesmaterialize?Howdifficultwillitbetodevelopaglobalbrandteam?Canasinglebrandbeimposedonallmarketssuccessfully?14GlobalBrandDevelopmentGlobalBrandLeadership-全球品牌领导导者Usingorganizationalstructures,processes,andculturestoallocatebrand-buildingresourcesglobally,tocreateglobalsynergies（合作，配合合）,andtodevelopaglobalbrandstrategythatcoordinatesandleveragescountrybrandstrategies15GlobalBrandDevelopmentCreateacompelling（强制的，引引人注目的））valuepropositionThinkaboutallelementsofbrandidentityandselectnames,marks,andsymbolsthathavethepotentialforglobalizationResearchthealternativesofextendinganationalbrandversusadoptinganewbrandidentitygloballyDevelopacompany-widecommunicationsystem16GlobalBrandDevelopmentDevelopaconsistentplanningprocessAssignspecificresponsibilityformanagingbrandingissuesExecutebrand-buildingstrategiesHarmonize,unravelconfusion,andeliminatecomplexity17LocalversusGlobalProductsandBrands:ANeeds-BasedApproachPhysiologicalSafetySocialExternal/InternalEsteemSelf-actualization18CountryofOriginasBrandElementPerceptionsaboutandattitudestowardparticularcountriesoftenextendtoproductsandbrandsknowntooriginateinthosecountriesJapanGermanyFranceItaly19PackagingConsumerPackagedGoodswhenthepackagingisdesignedtoprotectorcontaintheproductduringshippingEco-PackagingbecausepackagedesignersmustaddressenvironmentalissuesOfferscommunicationcuesthatprovideconsumerswithabasisformakingapurchasedecision20LabelingProvidesconsumerswithvarioustypesofinformationRegulationsdifferbycountryregardingvariousproductsHealthwarningsontobaccoproductsAmericanAutomobileLabelingActclarifiesthecountryoforigin,andfinalassemblypointEuropeanUnionrequireslabelsonallfoodproductsthatincludeingredientsfromgeneticallymodifiedcrops21AestheticsGlobalmarketersmustunderstandtheimportanceofvisualaestheticsAestheticStyles(degreeofcomplexityfoundonalabel)differaroundtheworld22ProductWarrantiesExpressWarrantyisawrittenguaranteethatassuresthebuyerisgettingwhattheypaidfororprovidesaremedyincaseofaproductfailureWarrantiescanbeusedasacompetitivetool23Extend,Adapt,Create:StrategicAlternativesinGlobalMarketingExtension––offeringproductvirtuallyunchangedinmarketsoutsideofhomecountryAdaptation–changingelementsofdesign,function,andpackagingaccordingtoneedsofdifferentcountrymarketsCreation––developingnewproductsfortheworldmarket2425GlobalProductPlanning:StrategicAlternativesProductSameDifferentCommunicationDifferentSameStrategy1:DualExtensionStrategy2:ProductExtensionCommunicationAdaptationStrategy4:DualAdaptationStrategy3:ProductAdaptationCommunicationExtension26HowtoChooseaStrategy?TwoerrorsthatmanagementmakesinchoosingastrategyNIH(Notinventedhere)syndromemeansmanagersignoretheadvancementsofsubsidiariesoverseasManagersimposepoliciesuponsubsidiariesbecausetheyassumewhatisrightforcustomersinonemarketisrightineverymarket27HowtoChooseaStrategy?CaveDweller––newproductslaunchedinternationallytodisposeofexcessproductionNaïveNationalist––companyrecognizesgrowthopportunitiesoutsideofhomemarketGloballysensitive––companyviewsworldascompetitivemarketplace28HowtoChooseaStrategy?Theproductitself,definedintermsofthefunctionorneeditservesThemarket,definedintermsoftheconditionsunderwhichtheproductisused,preferencesofpotentialcustomers,andabilitytobuytheproductAdaptationandmanufacturingcoststhecompanywillincur29NewProductsinGlobalMarketingPursueopportunitiesincompetitivearenasofglobalmarketplaceFocusononeoronlyafewbusinessesActiveinvolvementfromseniormanagementAbilitytorecruitandretainbestemployeesUnderstandtheimportanceofspeedinbringingproducttomarket30IdentifyingNewProductIdeasWhatisanewProduct?NewtothosewhouseitorbuyitNewtotheorganizationNewtoamarket31TheInternationalNewProductDepartmentHowbigisthemarketforthisproductatvariousprices?Whatarethelikelycompetitivemovesinresponsetoouractivity?Canwemarkettheproductthroughexistingstructure?Canwesourcetheproductatacostthatwillyieldanadequateprofit?Doesproductfitourstrategicdevelopmentplan32TestingNewProductsWhendoyoutestanewproduct?Wheneveraproductinteractswithhuman,mechanical,orchemicalelementsbecausethereisthepotentialforasurprisingandunexpectedincompatibilityTestcouldsimplybeobservingtheproductbeingusedwithinthemarket33LookingAheadChapter11Pricingdecisions349、静夜夜四无无邻，，荒居居旧业业贫。。。12月月-2212月月-22Tuesday,December20,202210、雨中中黄叶叶树，，灯下下白头头人。。。23:39:1923:39:1923:3912/20/202211:39:19PM11、以以我我独独沈沈久久，，愧愧君君相相见见频频。。。。12月月-2223:39:1923:39Dec-2220-Dec-2212、故人人江海海别，，几度度隔山山川。。。23:39:1923:39:1923:39Tuesday,December20,202213、乍见翻翻疑梦，，相悲各各问年。。。12月-2212月-2223:39:1923:39:19December20,202214、他乡生生白发，，旧国见见青山。。。20十十二月202211:39:20下下午23:39:2012月-2215、比不不了得得就不不比，，得不不到的的就不不要。。。。。十二月月2211:39下下午12月月-2223:39December20,202216、行动动出成成果，，工作作出财财富。。。2022/12/2023:39:2023:39:2020December202217、做前，能够够环视四周；；做时，你只只能或者最好好沿着以脚为为起点的射线线向前。。11:39:20下午午11:39下下午23:39:2012月-229、没有失败，，只有暂时停停止成功！。。12月-2212月-22Tuesday,December20,202210、很很多多事事情情努努力力了了未未必必有有结结果果，，但但是是不不努努力力却却什什么么改改变变也也没没有有。。。。23:39:2023:39:2023:3912/20/202211:39:20PM11、成成功功就就是是日日复复一一日日那那一一点点点点小小小小努努力力的的积积累累。。。。12月月-2223:39:2023:39Dec-2220-Dec-2212、世间间成事事，不不求其其绝对对圆满满，留留一份份不足足，可可得无无限完完美。。。23:39:2023:39:2023:39Tuesday,December20,202213、不知香香积寺，，数里入入云峰。。。12月-2212月-2223:39:2023:39:20December20,202214、意志坚坚强的人人能把世世界放在在手中像像泥块一一样任意意揉捏。。20十十二月202211:39:20下下午23:39:2012月-2215、楚塞三湘接接，荆门九派派通。。。十二月2211:39下下午12月-2223:39December20,202216、少年十五二二十时，步行行夺得胡马骑骑。。2022/12/2023:39:2023:39:2020December202217、空山新雨后后，天气晚来来秋。。11:39:20下午午11:39下下午23:39:2012月-229、杨柳散和风风，青山澹吾吾虑。。12月-2212月-22Tuesday,December20,2