B12: Marketing og E-business Lektion 7 Mads Vangkilde.

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Presentation transcript:

B12: Marketing og E-business Lektion 7 Mads Vangkilde

Opsamling Case og teori Emner der berøres….. Case gennemgang Teorien –Uklarheder –Uddybninger –Viderebygning

Product Branding

Matas – Gruppe 4 Udviklingsniveauet af Matas’ Brand og perspektiverne heraf? Diskuter og sammenlign Matas’ udviklingsbaggrund i forhold til de faktorer der har formet udviklingen i UK Forklar Matas’ store image udfra Semeijn et al. Hvordan kan Matas’ brand forstås udfra Berry’s model?

Udviklingen af ”retail brands” 1st generation2nd generation3rd generation4th generation Type of brandGeneric, no name, brand free, unbranded ”Quasi-brand”, Own labelOwn brandExtended own brand StrategyGenericsCheapest priceMe-tooValue-added ObjectiveIncrease margins, provide choice in pricing Increase margins, Reduce power, provide better value (Q/$) Enhance category margins, Expand assortment Increase and retain the client base, enhance category margins, image, differentiation ProductBasic and functionalOne-off staple lines (large volumes) Big category products Image forming, large # of prod. w. small volume TechnologySimple production, basic technology Technology still laggingClose to brand leaders Innovative technology Quality/ImageLower quality, inferior image Medium qualityComparable to leaders Same or better than leaders, Innovative Approximate pricing >20 cent below10-20 cent below5-10 cent belowEqual or higher Consumer’s motivation to buy PriceStill priceQuality AND priceBetter and unique products SupplierNational, not specialised National, partly specialisedNational, mostly specialised International, mostly own brands

5th generation retail brands Type of brand Corporate Brand Strategy Corporate positioning Objective Strong positive identity, first choice, satisfy stakeholders Product Tangible and intangible attributes of the corporation Technology Stakeholder relationship management Quality/Image Quality and consistency throughout the organisation Pricing Focus on deliering value Consumers motivation to buy Trust Supplier Innovative partners

Mediating effects of store image Physical Layout Service Merchandise Perceived Psychosocial Risk Perceived Functional Risk Perceived Financial Risk Evaluation of Store Brand AntecedentsMediatorsOutcome Store ImageProduct ClassStore Brand

Service-Branding Model Company’s presented brand External brand communications Customer experience with company Brand awareness Brand meaning Brand equity Berry, 2000

Sub-dimensions of Brand-Building Blocks Loyalty Attachment Community Engagement Warmth Fun Excitement Security Social approval Self-respect Quality Credibility Consideration Superiority Primary characteristics & Secondary features Product reliability, Durability & Serviceability Service effectiveness, Efficiency & Empathy Style & Design Price User profiles Purchase & Usage situation Personalities & Values History, Heritage & Experience Category Identification Needs Satisfied Keller, 2001

Case

Pause 10 min.

Reklamer og effekt

Internet og effekt af reklame v. Lars Bech Christensen

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Case til Lektion 8