Unit2Brands1.pptVIP

Brand What is Brand? A brand can be a name, a term or symbol. It is used to differentiate a product from competitor’s products. The brands guarantee a certain quality level. Brands should add value to products. It’s a synergy effect whereby one plus one equals three. But customers must believe they get extra value for money. Marketing Marketing is an important part of the business school curriculum. Marketing courses usually begin with the credo of the marketing orientation, the idea that success and profitability are attained through identification and satisfaction of customer needs. The market orientation implies that marketing is not just a set of activities, but an attitude that should permeate the entire company. In this view, marketing is not just about a company selling what it makes, but about knowing what it should make in the first place. Marketing department A team of brand managers or products managers who are responsible for promoting the company’s products in one country or group of countries. The actual activity of getting sales outlets to order products may be dealt with by sales department and its sales force. Products team: usually do research, development and selling. Marketing Marketing can be approached in terms of the four classic Ps—product, price, place, promotion. Selling the right product, at the right price, through the right channels, with the right support and communications. Marketing 4Cs of marketing Customer solution Customer cost Convenience Communication Questions relate mainly to consumer marketing bring them in mind product range top-end or upmarket, or mid-range and bottom or downmarket Does it have an entry-level product for people buying the type of product for the first time? Are new products often launched? What are some of the features of buying behavior? What are the different customer groups or segments? Questions for consumer marketing How are products positioned in relation to competitors’ products? And