BRAND

MANAGEMENT
OF

IQBAL TAHIR
ROLL # MBA-13-31
SESSION (2013-2016)
MBA 6TH (MORNING)

DEPARTMENT OF BUSINESS ADMINISTRATION

BAHAUDDIN ZAKARIYA UNIVERISTY
SUB CAMPUS SAHIWAL

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 Table of Contents
Nature of Product................................................................................................... 6
Product Strategy.................................................................................................... 6
1. Core Benefit................................................................................................. 6
2. Basic product............................................................................................... 7
3. Expected product......................................................................................... 7
4. Augmented product..................................................................................... 7
5. Potential product.......................................................................................... 7
Customer............................................................................................................... 7
Company............................................................................................................... 7
Competitor............................................................................................................. 8
Why branding in PEPSI is necessary for consumers & manufacturers?..................8
For Consumers.................................................................................................... 8
Identification............................................................................................. 8
Psychological risk reduction......................................................................8
Reduction in research process..................................................................8
Reliability/Durability..................................................................................8
For Manufacturers............................................................................................... 9
Identification............................................................................................. 9
Legal protection........................................................................................ 9
Promotion.................................................................................................. 9
Source of competitive advantage.............................................................9
PEPSI BRAND ELEMENTS........................................................................................ 9
Brand Name................................................................................................. 9
Logos and Symbols...................................................................................... 9
Slogan.......................................................................................................... 9
Spokesperson............................................................................................. 10
Jingles......................................................................................................... 10
Packaging................................................................................................... 10
PEPSI BRAND CHALLENGES..................................................................................10
Change in demand..................................................................................... 10
Change in regulatory environment.............................................................10
Financial problem....................................................................................... 10
Economic conditions.................................................................................. 11
Suppliers.................................................................................................... 11
Employees workforce.................................................................................11

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 Intellectual property...................................................................................11
Exchange rates.......................................................................................... 11
Strategic Brand Management Process.................................................................11
Identifying and developing brand plans............................................................12
Designing and Implementing Brand Marketing Program..................................13
Measuring and Interpretations Brand Performance.............................................13
PEPSI Value Chain Analysis............................................................................... 13
Brand audit....................................................................................................... 14
Maintaining /Growing the Brand Equity by Taking Corrective Actions..................14
Brand Awareness of PEPSI................................................................................... 15
Brand Imagery..................................................................................................... 15
Brand Position...................................................................................................... 16
Brand Mantra....................................................................................................... 18
Steps of Brand Building....................................................................................... 18
Brand Performance.............................................................................................. 20
Brand Judgements............................................................................................... 20
PEPSI Brand elements.......................................................................................... 22
Relationship Marketing........................................................................................ 23
Permission Marketing........................................................................................... 24
Design 4Ps in Market programs........................................................................... 24
Integrated Marketing Communications................................................................25
1. Advertising................................................................................................. 26
2. Sales promotion......................................................................................... 26
3. Public relations........................................................................................... 26
4. Direct marketing........................................................................................ 26
5. Personal selling.......................................................................................... 26
Brand Knowledge................................................................................................. 27
Criteria for IMC program...................................................................................... 27
Brand measurement and management system...................................................27
Brand Audit.......................................................................................................... 27
Brand inventory................................................................................................... 28
Consumer mental mapping.................................................................................28
Brand equity management system/Brand charter/Brand Bible............................29
Brand development review..................................................................................29
Sources of brand equity....................................................................................... 29
Zaltmen metaphor elicitation technique (ZMET).................................................30
Five Dimensions of Brand Personality..................................................................30

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Brand awareness & recognition...........................................................................31
Brand relationship............................................................................................... 31
Methods to evaluate brand equity.......................................................................32
1. Conjoint analysis........................................................................................ 32
2. Brand to brand comparative approach.......................................................32
3. Holistic method.......................................................................................... 32
4. Multi attribute attitudinal method..............................................................33

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 Brand Management

Brand

It is a name term, logo, symbol, design, sign or combination of

these items intended to identify goods and services of one
seller or group of sellers and to differentiate them from
competitors. Brand name should create awareness, promises,
reputation or offer in the mind of target market.

PEPSI

Pepsi is produced and manufactured by PepsiCo. Created and developed

in 1893 and introduced as Brad's Drink, it was renamed as Pepsi-Cola on
August 28, 1898, then to Pepsi in 1961, and in select areas of North
America.

Nature of Product
Pepsi is a carbonated soft drink .The market in Pakistan is surely
dominated by Pepsi. It has proven itself to be the no.1 soft drink brand in
Pakistan. Now days Pepsi is recognized Pakistanis national drink.

Product Strategy
There are five product levels:
Core benefit
Basic product
Expected product
Augmented product
Potential product

1. Core Benefit
It is the service or benefit the product is offering. In case of Pepsi, a
consumer is buying the product to quench the thirst while
dining at a restaurant, hotel or on a hot day.

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 2. Basic product
The core benefit triggers the basic product. For a Pepsi soft drink, the
basic requirements are soda fizz & sweetened.

3. Expected product
These are attributes expected by the consumer from the product. In case
of Pepsi, it must be served chilled to get the real taste of the drink.

4. Augmented product
It is a differentiated product that is made to exceed a consumer's
expectations. Pepsi offers Diet Pepsi which is a non-sweetened soft drink
for the ones who are health conscious but are not ready to give up their
loyalty for Pepsi while choosing a drink.

5. Potential product
This is where the company looks for innovate ways to satiate the
consumer. It comes for a new to the category/ sub-category and also
hence forms a new life cycle.
The above 5 levels unite with the 3C model and hence we get a better
understanding of where each of them lie in the model

Customer
The core benefit lies with the customer. It is a realization that the
customer has. When he/she is thirsty while having a meal at Dominos or
McDonalds, only then a product like Pepsi comes into play to satisfy the
requirement and quench the thirst. Also, a customer has minimum
expectations from a product. In this case, it expects the drink to have fizz
and be served cold. This is what an expected product is.

Company
The basic product lies with the company, which, in this case is a
carbonated soft drink that is sweet in taste. In the growth stage of a
product's life cycle, the company looks of ways to innovate by coming out
with new products to satisfy customers. In the case of Pepsi, Mountain

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Dew was a new to the category product launched and it was a flavoured
soft drink. This is a potential product introduced in the market, with a new
offering to the customer.

Competitor
Basic, augmented and potential product all three get elements from a
competitor's point of view. In a basic product, a competitor like Coca-Cola
is also serving the same requirements that Pepsi is. It is only slightly less
sweet in taste.

Why branding in PEPSI is necessary for consumers &

manufacturers?

For Consumers
Identification
Identification in term of well recognized brand in Beverage. . For a
Pepsi soft drink, the basic requirements are soda fizz & sweetened.

Psychological risk reduction

Pepsi comes into play to satisfy the requirement and quench the
thirst. Also, a customer has minimum expectations from a product.
Due to well recognized brand Pepsi reduce the psychological factor
of their consumers.

Reduction in research process

When one is loyal customer of Pepsi then a pre decision made by
consumer to purchase Pepsi when demand occurred.

Reliability/Durability
Pepsi has maintained reliability in its brand image and has been
consistent in its brand promise of refreshing drink for Youth.

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For Manufacturers
Identification
Pepsi is a source of identification in case of Handling complaints,
warranty and carriage.

Legal protection
Pepsi brand helps manufactures in case of its logo, slogan .patients,
and copy rights, its unique features like sweetness.
Promotion
Pepsi brand helps manufacturers in case promoting their brands as
a sign of quality towards customers
Source of competitive advantage
Pepsi brands help manufactures as a source of competitive
advantage. Because Pepsi have a very large variety of brands as
compared to coke.

PEPSI BRAND ELEMENTS

Trademark able devices that serve to identify and differentiate the brand.
Brand elements including the Pepsi brand name, logo and symbol, slogan,
spokesperson, and packaging work together simultaneously to make Pepsi
stand apart from its competitors.

Brand Name
Highly recognizable
Logos and Symbols

Slogan
Live it Abhi

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 Spokesperson
Celebrity endorsers

Jingles
Pepsi currently uses music in its commercials rather than a canned
jingle. This can hinder brand association and decrease memorability.

Packaging
Sleek and modern

PEPSI BRAND CHALLENGES

Change in demand
Demand for products may be adversely affected by changes
in consumer preferences and tastes or if Pepsi unable to
innovate or market products effectively.

Change in regulatory environment

Changes in the legal and regulatory environment could limit
Pepsi business activities, increase in operating costs, reduce
demand of Pepsi products or result in litigation.

Financial problem
Pepsi financial performance could suffer if they are unable
to compete effectively. Pepsi compete on the basis of brand
recognition, taste, price, quality, product variety,
distribution, marketing and promotional activity,
convenience, service and the ability to identify and satisfy
consumer preferences.

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 Grow In Emerging and Developing Markets
Pepsi financial performance could be adversely affected if
they are unable to grow our business in emerging and
developing markets or as a result of unstable political
conditions, civil unrest or other developments and risks in
the markets where Pepsi products are sold.

Economic conditions
Unfavourable economic conditions may have an adverse
impact on Pepsi business results or financial condition.

Suppliers
Pepsi operating results may be adversely affected by
increased costs, disruption of supply or shortages of raw
materials and other supplies.

Employees workforce
If unable to hire or retain key employees or a highly skilled
and diverse workforce, it could have a negative impact on
Pepsi business. A portion of workforce belongs to unions.
Failure to successfully renew collective bargaining
agreements, or strikes or work stoppages could cause Pepsi
business to suffer.

Intellectual property
Pepsi intellectual property rights could be infringed or
challenged and reduce the value of Pepsi products and
brands and have an adverse impact on business, financial
condition and results of operations.

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 If not able to build and sustain proper information
technology infrastructure, successfully implement Pepsi
ongoing business transformation initiative or outsource
certain functions effectively, business could suffer.

Exchange rates
Fluctuations in exchange rates may have an adverse impact
on Pepsi business results or financial condition.

Strategic Brand Management Process

Identifying and developing brand plans.
Designing and implementing brand marketing program.
Measuring and interpretations brand performance.
Maintaining and growing the brand equity by taking corrective
actions.

Identifying and developing brand plans

Brand Position
The brand position defined as how a brand wants its customers to
perceive, think and feel about the brand in the marketplace, is one
of the single-most important aspects of building a brand. Too many
young Pepsi is the brand of refreshing non-alcoholic beverages that
offers a wide selection of products to hydrate and quench the thirst
of consumers while satisfying taste buds with sweet and bubbly
formulas. The Pepsi brand character is youthful, strong, aggressive,
hip, forward-thinking, highly reputable, and environmentally-
conscious.

Competitive Environment
While Pepsi continues to focus on a more diversified brand portfolio
with many leading brands in some of the fast growing beverage
categories, it recognizes that its largest competitor is Coca-Cola.

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 Pepsi stated in its most recent annual report that The Coca-Cola
Company is our primary beverage competitor. Pepsi also recognizes
that many of its snack and food brands hold significant leadership
positions in the snack and food industry worldwide while The Coca-
Cola Company has significant carbonated soft drink (CSD) share
advantage in many markets.

Points-of- Parity
Pepsi is world second largest Cola Company and it have refined
brand history and also be considered modern brand image. While in
Coca-Cola world largest Cola Company and strong brand history also
be considered classic brand image.

Points-of-Differences
In Pepsi Sweeter tasting cola with citrus undertones, Iconic and
relevant brand portfolio and Associated with adventure and fun and
in Coca-Cola is not as sweet with vanilla and acidic undertones
Extensive brand portfolio and Associated with happiness and joy

Designing and Implementing Brand Marketing

Program
Mixing and matching of Pepsi brand elements
Trademark able devices that serve to identify and differentiate the
brand. Brand elements including the Pepsi brand name, logo and
symbol, slogan, spokesperson, and packaging work together
simultaneously to make Pepsi stand apart from its competitors.

Leveraging secondary associations

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 Some time its occurs a brand psychologically associated with other
brand. In case of Pepsi when name of Pepsi called then
psychologically its relate to lays.

Measuring and Interpretations Brand

Performance
PEPSI Value Chain Analysis
Value chain analysis is an analytical tool used to identify the ways in
which businesses create value for customers. The essence of value
chain analysis is illustrated

Support activities
Firm infrastructure
Human resources
Technology development
Procurement

Primary activities
Inbound logistics
Operations
Outbound logistics
Marketing & sales
Services

Brand audit
In this comparing step (1) with step (2) and after comparing results
shows Pepsi is a unique challenger brand to Coca-Cola and has the
potential to continue to be a market leader in the cola industry.
Pepsis strong, aggressive, hip, forward-thinking, highly reputable,
and environmentally-conscious brand personality will enable the
brand to sustain its current consumers and open the door for new
consumers to enjoy its diverse product portfolio.

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 Maintaining /Growing the Brand Equity by
Taking Corrective Actions
Brand Portfolio
Through strategic acquisitions, partnerships, and new product
developments, Pepsi has expanded its brand portfolio over the past two
decades to offer a variety of products for every occasion and lifestyle.
As a result, Pepsi-Cola today is the flagship brand in a portfolio of liquid
refreshment beverages that includes 14 billion-dollar brands and
carbonated soft drinks, juices, sports drinks and bottled waters.

Brand Hierarchy
Pepsis primary brands include several variations and flavours of
cola including Pepsi, Diet Pepsi, Pepsi Max and various limited
edition flavours. Pepsi current primary brands come together to
offer unique and refreshing colas that appeals to a broad audience.
Moreover, Pepsi extended sub-brand portfolio includes a variety of
beverages including Mountain Dew, Miranda, 7up stings energy
drink All of Pepsis brands cater to different market segments and
rarely cannibalize each others sales.

Brand expansion strategy

Business Strategy-Integrated Cost Leadership/differentiated
Strategy
Corporate Strategy-Brand Portfolio Strategy
Creation of a new Global Nutrition Group
Global Strategy-Strategic Alliance Strategy

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 Brand Awareness of PEPSI
What is Brand Awareness?
Brand awareness is the public existence or recognition of the
Brand. In other words, how much the customer is aware about the
Brand is termed as Brand Awareness. Pepsi has maintained very
good awareness for its brand in the market.

Why brand awareness is important?

Brand Awareness is a key process to gain initial contact with
customers, build relationship & convert them to become loyal. If
there is no brand awareness in market, the brand would become
useless. More the brand awareness is built more the chances of
success.

Building brand awareness?

Building Brand Awareness is a process to advertise the brand to a
level that every customer of the market segment should know about
the brand and its products. Building Awareness involves messages,
logos, symbols and taglines as well. Pepsi is also keenly engaged in
building its Brand Awareness to become Competitive. If customers
are unknown of the. brand, how they can attach with the brand.
Pepsi is also using advertising intensively for building its brand
awareness. Besides this, various other promotional strategies like
sales promotion, sponsorships, and seasonal campaigns are also
used to build brand awareness

Brand Imagery
Brand imagery can be defined as the intangible associations of the brand.
The Pepsi brand has been effective in satisfying and fulfilling consumers
psychological and social needs. Some consumers feel that Pepsi has
leveraged more celebrity endorsements while Coca-Cola utilizes their

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 Americana brand image Likewise, Pepsi consumers base their
associations of the brand on the celebrities who promote and drink Pepsi
cola products. Pepsi is most notable for using high profile celebrities
including Ali Azmat, shahid afridi , Misbah ul Haq, sanam saeed, Mahira
khan, Fawad khan, to intrigue and appeal to consumers social needs. The
celebrity endorsers are young, hip, fresh, and well-known in a community
which creates an ideal mental image of the actual consumers of the PEPSI
brand.

Brand Position
The brand position, defined as how a brand wants its customers to
perceive, think and feel about the brand in the market place. It is one of
the single-most important aspects of building a brand. Brand positioning is
at the heart of marketing strategy. As a company that currently operates
in over 200 countries and territories, diversity and inclusion are essential
to Pepsis growth and success. Pepsi continuously strives to mirror and
replicate the diversity of its consumer base to have a better
understanding of its consumers Rather than taking an offensive approach,
Pepsi utilizes niche positioning to focus on dominating a segment of the
soft drink In order to effectively connect with its consumers. The Pepsi
brand character is youthful, strong, aggressive, hip, forward-thinking,
highly reputable, and environmentally-conscious. Further investigations of
the five distinct elements that compose Pepsis position are subsequently
outlined.

Target Audience
Stronger overall focus on the consumer experience is elevating
Pepsis connections with consumers. Who exactly are these consumers
that are most influenced and motivated by the Pepsi brand? As evident in
many of its advertisements and branding efforts, Pepsi has historically
targeted a younger, urban audience of single, active teenagers and young

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 adults. The majority of Pepsis market is comprised of aged 16 to 45 who
are typically middle class, middle income, and rural and urban dwellers.
The Business Insider suggested that Pepsi fans are less likely to have
attended college or speak more than one language. Furthermore, Pepsi
has identified its consumers as those who are interested in sports and
entertainment and are proven brand loyalists.

Category Need
Since the 17th century when soft drinks were first marketed, there
has been an increased demand for carbonated beverages. Pepsi
successfully entered the market one century later as one of the
leading providers of refreshing non-alcoholic beverages. Over the
years, Pepsi has evolved its brand as consumers wants and
demands have changed. To appeal to a large consumer
demographic, Pepsi has expanded its brand portfolio to fulfill the
current category need.
Key Brand Benefits
Brand benefits are the personal value and meaning that consumers
attach to the product of service attributes (2013b, p. 49). When
consumers are thirsty, need to placate cola cravings, or are in need
a boost of caffeine, Pepsi has an extensive portfolio of products to
satisfy fundamental beverage needs.
Purchase Motivators
To reinvigorate its name sake brands after losing market share to
Coca-Cola Co. in recent years, Pepsi has included a mix of artificial
sweeteners in its colas and continues to offer a bold, refreshing, and
sweet tasting cola that many individuals find appealing. Consumers
of Pepsi products enjoy the variety of formulas and is the key
motivator for their purchases and loyalty to the brand.
Brand Charter
Although Pepsi is considered to be a unique challenger brand of
Coca-Cola, the company continues to position itself on the cutting-

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 edge of the beverage industry. Rather than continuing to be
dominated and overshadowed by its competitors, Pepsi embraces
an aggressive branding approach to communicate a hip and
youthful brand image to its consumers.
Competitive Environment

While Pepsi continues to focus on a more diversified brand portfolio

with many leading brands in some of the fast growing beverage
categories, it recognizes that its largest competitor is Coca-Cola.
Pepsi stated in its most recent annual report that The Coca-Cola
Company is our primary beverage competitor. Other food and
beverage competitors include. The point of parity is that that they
are two very famous fresh soft Drinks. The point of difference is the
image that they reflect Pepsi is trendier and cool with an image of
young people and celebritieswhie Coca-Cola is an emotional brand.
This is because of advertising campaigns both they spread.

Brand Mantra

It is a short 3 to 5 phrase, Brand Mantra slogan.

For Pepsi it was

1. Young

2. Celebrities

3. Fresh

4. Sports

Steps of Brand Building

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 Step 1: Brand Identity Who Are You?

In this first step, your goal is to create "brand salience," or

awareness in other words, you need to make sure that your
brand stands out, and that customers recognize it and are
aware of it. You're not just creating brand identity and
awareness here; you're also trying to ensure that brand
perceptions are "correct" at key stages of the buying
process. Pepsis brand identity has transformed over the
years, but primarily it has remained as a youthful brand
which empowers people to enjoy their youth.

Step 2: Brand Meaning What Are You?

Your goal in step two is to identify and communicate what

your brand means, and what it stands for. The two building
blocks in this step are: "performance" and
"imagery.""Performance" defines how well your product
meets your customers' needs. According to the model,
performance consists of five categories: primary
characteristics and features; product reliability, durability,
and serviceability; service effectiveness, efficiency, and
empathy; style and design; and price."Imagery" refers to
how well your brand meets your customers' needs on a
social and psychological l level. Your brand can meet these
needs directly, from a customer's own experiences with a
product; or indirectly, with targeted marketing, or with word
of mouth.

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 Step 3: Brand Response What Do I Think, or Feel,
About You?

Your customers' responses to your brand fall into two categories:

"judgments" and "feelings." These are the two building blocks in this
step.

Your customers constantly make judgments about your brand

and these fall into four key categories:

Quality: Customers judge a product or brand based on its actual

and perceived quality.

Credibility: Customers judge credibility using three dimensions

expertise (which includes innovation), trustworthiness, and
likability.

Consideration: Customers judge how relevant your product is to

their unique needs.

Superiority: Customers assess how superior your brand is,

compared with your competitors' brands.

Customers also respond to your brand according to how it makes them

feel. Your brand can evoke feelings directly, but they also respond
emotionally to how a brand makes them feel about themselves.
According to the model, there are six positive brand feelings: warmth,
fun, excitement, security, social approval, and self-respect.

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 Step 4: Brand Resonance what about you and me?

It means different types of marketing activities are executed and

especially it is taken care of that activities remain consistent with each
other. These activities are conducted consistently with consideration of
time frame to create an overall strong image about the brand the vat
could provide strongly competitive advantage. The slogan Live it Abdi,
does not urge you to drink Pepsi right now as it may seem to suggest
but seeks to give the brand a new consumer resonating identity.

Brand Performance

Because Pepsi is a challenger brand in the beverage industry, the

company must make more diligent efforts to ensure consumers
experiences with the product at least. Pepsi currently offers a variety of
beverages its consumers want with quality and trusted primary
ingredients. For its consumers, the Pepsi website has an extensive
ingredient glossary that helps explain how each essential ingredient
works together to create the perfect beverage. Pepsi provides its
customers soft drink at a price lower than most of the non alcoholic
drink.

Brand Judgements

The Brand Judgement means, what customer decides with respect to the product?
The customers make the judgment about the product by consolidating
his several performances and the imagery associations with the brand.
On the basis of these, the final judgment is made about the product in
terms of its Perceived Quality, Credibility, Consideration, and
Superiority. When consumers get a hold of a Pepsi Cola product, they

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 are expecting the sweet, citrusy flavour burst. Through taste, cheaper
price and frequent campaigns has also become one of the most famous
brand as a non-alcoholic soft drink.

This opinion could be developed on the basis of 4 factors

1. Brand quality

2. Brand credibility

3. Brand consideration

4. Brand superiority

Factors effecting Brand equity to enhance Brand Value

investment in marketing programs

Quality of market programs

Quality of marketing programs means programs should be

1. Distinctive

2. Relevant to endorsing the brand

3. Try to achieve excellence in marketing programs

4. They must be integrated

5. Portray image of brand as a valuable product

Precise evaluation of customer perception

Market place conditions

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 Investors interest

PEPSI Brand elements

Brand Elements

Trademark able devices that serve to identify and differentiate the

brand. Brand elements including the Pepsi brand name, logo and
symbol, slogan, spokesperson, and packaging work together
simultaneously to make Pepsi stand apart from its competitors.

Brand elements must be

Memo ability
A necessary condition for building brand equity is achieving a high
level of brand awareness Pepsi has a highly recognizable brand
name across the globe and is inherently memorable and attention-
getting which helps in overall consumption. The brand has
successfully positioned itself in the marketplace so that the Pepsi
brand name can be easily recalled by consumers.
Meaningfulness
The colour red can be described as exciting, youthful, and bold while
the colour blue is associated with dependability, trust, and strength.
The colours used in the Pepsi logo and packaging are great
indicators of the type of brand Pepsi aspires to be and suggests the

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 position taken by the company. Furthermore, the combination of
colours can ultimately persuade consumers to be able to properly
identify Pepsi products.
Likeability
Pepsis packaging is modern and sleek and is aesthetically pleasing
which helps identify the brand, convey descriptive persuasive
information, facilitate transportation and protection, assist in at-
home storage, and aids in product consumption. Moreover, Pepsi
uses celebrities as its spokespeople which help the brand more fun
and interesting.
Transferability
Because Pepsi is a global brand, its brand elements must be able to
transfer through various cultures and regions. Pepsis iconic symbol
and logo as well its slogan are easily transferable within various
product categories and across geographic boundaries and cultures.
All three elements work together synonymously to successfully
introduce the Pepsi brand into new markets.

Adaptability

Over the years, the Pepsi logo has adapted its image as well as its
logo to aid in product consumption. To remain contemporary and
relevant to consumers, Pepsi has embraced change as evident in its
various logo forms. Below is the evolution of the Pepsi logo which
has proven its ability to adapt over time.

Protect ability
The Pepsi brand is legally and highly protected from any
unauthorized use. Its logo, symbol, and brand name cannot be
infringed by another company cannot utilize and copy either the
logo or the symbol.

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 Relationship Marketing

It is concerned with providing service additional benefits that could

create a stronger bond with consumer to increase the brand loyalty
as well as brand resonance.

Mass customization

An attempt is made to take care of needs and wants .it is tried that
individual differences and varying tastes & preferences are covered.

One -to-One Marketing

Focus on individual consumers which could be detected
1. Data basis
2. Respond to consumer query and complaints
3. Try to customized products & services on the basis of
feedback

Permission Marketing

Permission marketing is the privilege of delivering anticipated,

personal, and relevant messages to people who actually want them.
Permission marketing means consumer will allow to design and
conduct particular marketing campaign. After that

Design 4Ps in Market programs

Product
Main Aspect is to Build brand equity is
perceived quality

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 The customer's perception of the overall quality or superiority of a
product or service with respect to its intended purpose, relative to
alternatives. If intended purpose is fulfilled then perceived quality is
high. Sweetness, better taste fresh beverages supply are the Pepsi
product qualities.

After Marketing services

After sales service refers to various processes which make sure
customers are satisfied with the products and services of the
organization. The needs and demands of the customers must be
fulfilled for them to spread a positive word of mouth. After that
1. Take feedback from the consumers.
2. Make changing according to the feedback required.
3. Regularly take information from loyal customers.
4. Try to engage as many people as possible.

Pricing
In this how a consumer could categorize the price of brand.
Following strategies are
1. Price intensity
2. Flexibility
3. EDLP
4. Value based pricing strategy
5. Economy of scale
Placement
Direct channels
Intermediaries are not involved and the product is sold through emails
catalogues phone personal contacts .following of
Indirect channels
1. Brand stores.
2. Exclusive or dedicated websites.
3. Factory outlets.
4. Catalogue retailers.
5. Manufacture and middlemen joint to gather for corporate
advertising to enhance brand equity.
6. Store with in a store.

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 Promotion
Promotion refers to raising customer awareness of a product or
brand, generating sales, and creating brand loyalty.
a. Buy 1, Get 1 FREE
b. Discount
c. Coupons
d. Rebates
e. Promotional Pricing
f. Loyalty Programs
g. Sampling and Free Trials
h. Free Product

Integrated Marketing Communications

Integrated Marketing Communications is a simple concept. It ensures

that all forms of communications and messages are carefully linked
together. At its most basic level, Integrated Marketing Communications,
or IMC, as we'll call it, means integrating all the promotional tools, so
that they work together in harmony.
1. Advertising
Advertising is a paid form of nonpersonal communications about an
organization, its products, or its activities that is transmitted through a
mass medium to a target audience. The mass medium might be
television, radio, newspapers, magazines,
Outdoor displays, car cards, and directories.
2. Sales promotion
It is an activity or material that offers customers, sales personnel, or
resellers a direct inducement for purchasing a product. This inducement,
which adds value to or incentive for the product, might take the form of a
coupon, sweepstakes, refund, or display.
3. Public relations
It is a non personal form of communication that seeks to influence the
attitudes, feelings, and opinions of customers, noncustomers,
stockholders, suppliers, employees, and political bodies about the
organization. A popular form is publicity, which is a nonpaid form of non
personal communication about the organization and its products that is

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transmitted through a mass medium in the form of a news story.
Obviously, marketers seek positive publicity.

4. Direct marketing
It uses direct forms of communication with customers. It can take the form
of direct mail, online marketing, catalogues, telemarketing, and direct
response advertising. Similar to personal selling, it may consist of an
interactive dialog between the marketer and the customer. Its objective is
to generate orders, visits to retail outlets, or requests for further
information. Obviously, personal selling is a form of direct marketing, but
because it is a very personal form of communication, we place it in its own
category.
5. Personal selling
It is face-to-face communication with potential buyers to inform them
about and persuade them to buy an organizations product. It will be
examined in detail in the next chapter.

Brand Knowledge
It is a function of awareness, which relates to consumers ability to
recognize or recall the brand, and image, which consists of
consumers perceptions and of associations for the brand
In IMC Brand knowledge have different levels
1. Brand exposure
2. Brand notice
3. Brand comprehension
4. Brand yielding
5. Brand intention
6. Actual brand behaviour

Criteria for IMC program

Coverage - reach and impressions
Contribution - main effects of communications on consumers

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 Commonality - consistent and cohesive brand image in every
communication
Complimentary - linkages of different communications
Versatility - degree of appeal to all aggregates

Brand measurement and management system

These systems are used to evaluate the brand performance & take
necceassary actions for improvements in brand image.

Brand Audit
It is a comprehensive examination of brand to identify the source of
brand equity strength in terms of brand resonance & competitive
position in terms of brand loyalty. Mostly brand audit is taken by
third party.
It is a three step process
1. Reviewing the scope objective and approach to brand
building.
2. Data collection.
3. Comparing the objective with actual performance.

Brand inventory
Current profile of the brand in term of brand strength & weakness.
Both qualitative and quantitative techniques are used. Mostly
qualitative techniques are used for brand audit in these are
1. Word association
2. Sentence completion
3. Empty balloons
4. Cartoon characters
5. Consumer from another plant
6. Personification
7. Card association
8. Photo sorts
9. Story telling
10. Role playing
11. Photo description
12. Detailed interview

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Consumer mental mapping
Mental map describe brand association and responses to a
particular brand for a target market. Mental map describe
association correlation or perception related to a particular brand.
Mostly qualitative techniques are used for mental mapping in which
used for mental mapping
1. Assessment of depth and breadth of brand awareness.
2. Uniqueness of brand association.
3. Strength of loyalty.
4. Position in terms of brand resonance.
5. Strength of favorability.

Brand equity management system/Brand

charter/Brand Bible
Documents containing the relevant guidelines to the marketing managers
to help deciding marketing activities .Following are these
1. Why we are branding.
2. How are small it is a resource for company.
3. Scope of the key brand is associated products as well as competitive
product.
4. Diff b/w actual and desired brand equity.
5. How brand equity is measured.
6. Strategic guidelines/suggestion to improve equity.
7. Detail of marketing programs.
8. Miscellaneous issues such as use of trade mark logo etc.
Brand development review
1. Review the brand sensitive material.
2. Review the status of key brand initiatives.
3. Review the damages/affects by brand sensitive projects.
4. Review the new product and distribution strategies with
respect to core brand values.
5. Resolve brand positioning conflicts.
Sources of brand equity
In this qualitative techniques are used
1. Who buys our product?

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 2. Who make the buying decision?
3. Who influence the decision?
4. What need is to be satisfied?
5. Why customer are buy to a particular product?
6. What social factor may influence?
7. Does customer life style influence?
8. What is perception about our product?
9. What kind of persons mostly using our products?
10. What is customer attitude towards our product?

Zaltmen metaphor elicitation technique (ZMET)

The Zaltman metaphor elicitation technique (ZMET) is
a patented market research tool. ZMET is a technique that elicits
both conscious and especially unconscious thoughts by exploring
people's non-literal or metaphoric expressions. This technique is
based on beliefs that consumer often have sub conscious motives
for their purchasing behavior exact preferences may be unaware by
consumer him/herself. a detail psychological profiling is required and
following projective techniques are used
1. Story telling
2. Expand the frame
3. Sensory metaphor
Metaphoric responses are elicited about a particular
research topic.
4. Vignette
Use minds eye to create a story about research.
5. Digital image
Integrating different images to create a visual summary.

Five Dimensions of Brand Personality

The Five Dimensions of Brand Personality is a framework to describe
and measure the personalit of a brand in five core dimensions, each
divided into a set of facets. It is a model to describe the profile of a
brand by using an analogy with a human being.
THE FIVE CORE DIMENSIONS AND THEIR FACET
These are:

1. Sincerity

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 (Down-to-earth, honest, wholesome, cheerful)

2. Excitement

(Daring, spirited, imaginative, up-to-date)

3. Competence

(Reliable, intelligent, successful)

4. Sophistication

(Upper class, charming)

5. Ruggedness

(Outdoorsy, tough)

Brand awareness & recognition

Identifying the brand from within the variety of the brands. Both are
based on brand perception and recall abilities. Both could be
influenced by the packaging of the brand. The effect of packaging
could be affected by following factors
a. Shelf space
b. package size
c. Visibility
d. Design elements
e. Distance from point of sale
f. Angle from which brand could be identified
g. Walking speed

Brand relationship
Attachment of customers with regard to a specific brand may
constitute brand relationship
It includes
1. Behavioural loyalty
2. Attitudinal attachment
3. Sense of community/commonality

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 4. Active engagement
Brand dynamics
It includes aggregation of different elements to show the
strength of relationship of a brand with different elements.
Brand dynamics consist of 5 steps
1. Awareness
2. Relevance
3. Performance
4. Advantage
5. Bonding

Methods to evaluate brand equity

1. Conjoint analysis
A survey based multivariate technique that enable marketers to profile
the consumers decision process with respect to products and brands.
Various steps are
1. Need identification
2. Identification of alternative
3. Evaluation of alternative
4. Post purchase behaviour

2. Brand to brand comparative approach

In this method different competitive brands are compared one to one
basis to evaluate the brand effectiveness.

Blind testing
Customer examines a product with or without brand identification or
shuffled identification to report about features quality taste of brand.
Example difference between Pepsi and coke taste. Mostly brand are
recognized with a particular features and mostly customers find it hard
to distinguish that features among competing brands.

3. Holistic method
They are psychological in nature and customers are asked to judge the
overall value of the brand in terms of either abstract utility or concrete
financial terms. Those customers ask to rate level of satisfaction or

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 determine amount he or she is willing to pay for a particular brand. To
evaluate financial term data from scanner panels are also used.

4. Multi attribute attitudinal method

It is a psychological testing which used comprehensive combination of
different attributes and there affect on customer perception. Including
the attributes which may not necessarily be part of core product.
Difference evaluated between subjectively perceived attributes and
attributes related to a particular brand.

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