產(chǎn)品與品牌戰(zhàn)略

Chapter6

Productand

BrandDecisions產(chǎn)品與品牌戰(zhàn)略1BasicProductConceptsAproductisagood,service,orideaTangibleAttributesIntangibleAttributesProductclassificationConsumergoodsIndustrialgoods2ProductTypesBuyerorientationAmountofeffortexpendedonpurchaseConveniencePreferenceShoppingSpecialty3BrandsBundleofimagesandexperiencesinthecustomer’smindApromisemadebyaparticularcompanyaboutaparticularproductAqualitycertificationDifferentiationbetweencompetingproductsThesumofimpressionsaboutabrandistheBrandImage4Brands5BrandsTheaddedvaluethataccruestoaproductasaresultofinvestmentsinthemarketingofthebrandAnassetthatrepresentsthevaluecreatedbytherelationshipbetweenthebrandandcustomerovertime6Brands“Wehavetoshifttohighvalue-addedproducts,andtodothatweneedtoimproveourbrand.”-NoboruFujimoto,PresidentSharpElectronicsCorporation7LocalProductsandBrandsBrandsthathaveachievedsuccessinasinglenationalmarketRepresentthelifebloodofdomesticcompaniesEntrenchedlocalproducts/brandscanbeasignificantcompetitivehurdletoglobalcompanies8InternationalProductsandBrandsOfferedinseveralmarketsinaparticularregion‘Euro-brands’9GlobalProductsandBrandsGlobalproductsmeetthewantsandneedsofaglobalmarketandisofferedinallworldregionsGlobalbrandshavethesamenameandsimilarimageandpositioningthroughouttheworld10GlobalProductsandBrandsAmultinationalhasoperationsindifferentcountries.Aglobalcompanyviewstheworldasasinglecountry.WeknowArgentinaandFrancearedifferent,butwetreatthemthesame.Wesellthemthesameproducts,weusethesameproductionmethods,wehavethesamecorporatepolicies.Weevenusethesameadvertising—inadifferentlanguage,ofcourse.-AlfredZeienFormerGilletteCEO11BrandingStrategies-品牌戰(zhàn)略Combinationortieredbranding-混合或?qū)訉由仙仙放?allowsmarketerstoleverageacompany’’sreputationwhiledevelopingadistinctiveidentityforalineofproductsSonyWalkmanCo-brandingfeaturestwoormorecompanyorproductbrandsNutraSweetandCoca-ColaIntelInside12BrandingStrategiesBrandactsasanumbrellafornewproductsExample:TheVirginGroup-維珍集團(tuán)VirginEntertainment:VirginMega-storesandMGMCinemasVirginTrading:VirginColaandVirginVodkaVirginRadioVirginMediaGroup:VirginPublishing,VirginTelevision,VirginNetVirginHotelsVirginTravelGroup:VirginAtlanticAirways,VirginHolidays13GlobalBrandDevelopment-全球品牌發(fā)展展Questionstoaskwhenmanagementseekstobuildaglobalbrand:Willanticipatedscaleeconomiesmaterialize?Howdifficultwillitbetodevelopaglobalbrandteam?Canasinglebrandbeimposedonallmarketssuccessfully?14GlobalBrandDevelopmentGlobalBrandLeadership-全球品牌領(lǐng)導(dǎo)導(dǎo)者Usingorganizationalstructures,processes,andculturestoallocatebrand-buildingresourcesglobally,tocreateglobalsynergies（合作，配合合）,andtodevelopaglobalbrandstrategythatcoordinatesandleveragescountrybrandstrategies15GlobalBrandDevelopmentCreateacompelling（強(qiáng)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––newproductslaunchedinternationallytodisposeofexcessproductionNa?veNationalist––companyrecognizesgrowthopportunitiesoutsideofhomemarketGloballysensitive––companyviewsworldascompetitivemarketplace28HowtoChooseaStrategy?Theproductitself,definedintermsofthefunctionorneeditservesThemarket,definedintermsoftheconditionsunderwhichtheproductisused,preferencesofpotentialcustomers,andabilitytobuytheproductAdaptationandmanufacturingcoststhecompanywillincur29NewProductsinGlobalMarketingPursueopportunitiesincompetitivearenasofglobalmarketplaceFocusononeoronlyafewbusinessesActiveinvolvementfromseniormanagementAbilitytorecruitandretainbestemployeesUnderstandtheimportanceofspeedinbringingproducttomarket30IdentifyingNewProductIdeasWhatisanewProduct?NewtothosewhouseitorbuyitNewtotheorganizationNewtoamarket31TheInternationalNewProductDepartmentHowbigisthemarketforthisproductatvariousprices?Whatarethelikelycompetitivemovesinresponsetoouractivity?Canwemarkettheproductthroughexistingstructure?Canwesourcetheproductatacostthatwillyieldanadequateprofit?Doesproductfitourstrategicdevelopmentplan32TestingNewProductsWhendoyoutestanewproduct?Wheneveraproductinteractswithhuman,mechanical,orchemicalelementsbecausethereisthepotentialforasurprisingandunexpectedincompatibilityTestcouldsimplybeobservingtheproductbeingusedwithinthemarket33LookingAheadChapter11Pricingdecisions349、靜夜夜四無無鄰，，荒居居舊業(yè)業(yè)貧。。。12月月-2212月月-22Tuesday,December20,202210、雨中中黃葉葉樹，，燈下下白頭頭人。。。23:39:1923:39:1923:3912/20/202211:39:19PM11、以以我我獨(dú)獨(dú)沈沈久久，，愧愧君君相相見見頻頻。。。。12月月-2223:39:1923:39Dec-2220-Dec-2212、故人人江海海別，，幾度度隔山山川。。。23:39:1923:39:1923:39Tuesday,December20,202213、乍見翻翻疑夢(mèng)，，相悲各各問年。。。12月-2212月-2223:39:1923:39:19December20,202214、他鄉(xiāng)生生白發(fā)，，舊國(guó)見見青山。。。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、行動(dòng)動(dòng)出成成果，，工作作出財(cái)財(cái)富。。。2022/12/2023:39:2023:39:2020December202217、做前，能夠夠環(huán)視四周；；做時(shí)，你只只能或者最好好沿著以腳為為起點(diǎn)的射線線向前。。11:39:20下午午11:39下下午23:39:2012月-229、沒有失敗，，只有暫時(shí)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結(jié)結(jié)果果，，但但是是不不努努力力卻卻什什么么改改變變也也沒沒有有。。。。23:39:2023:39:2023:3912/20/202211:39:20PM11、成成功功就就是是日日復(fù)復(fù)一一日日那那一一點(diǎn)點(diǎn)點(diǎn)點(diǎn)小小小小努努力力的的積積累累。。。。12月月-2223:39:2023:39Dec-2220-Dec-2212、世間間成事事，不不求其其絕對(duì)對(duì)圓滿滿，留留一份份不足足，可可得無無限完完美。。。23:39:2023:39:2023:39Tuesday,December20,202213、不知香香積寺，，數(shù)里入入云峰。。。12月-2212月-2223:39:2023:39:20December20,202214、意志堅(jiān)堅(jiān)強(qiáng)的人人能把世世界放在在手中像像泥塊一一樣任意意揉捏。。20十十二月202211:39:20下下午23:39:2012月-2215、楚塞三湘接接，荊門九派派通。。。十二月2211:39下下午12月-2223:39December20,202216、少年十五二二十時(shí)，步行行奪得胡馬騎騎。。2022/12/2023:39:2023:39:2020December202217、空山新雨后后，天氣晚來來秋。。11:39:20下午午11:39下下午23:39:2012月-229、楊柳散和風(fēng)風(fēng)，青山澹吾吾慮。。12月-2212月-22Tuesday,December20,2