CERTIFICATE COURSE HCM/MM - F.M.S., B.C.R.E.C. DURGAPUR.

I. BRANDING, PACKAGING, LABELING & PROMOTION

DEFINITION A brand is a name, term, sign, symbol or design or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
NB: 1. Brands differ from other assets e.g. patents and copyrights, which have expiration dates. 2. Brands are the sellers promise to deliver a specific set of features, benefits and services consistently to the buyers.

BRAND EQUITY
A brand may convey up to 6 layers of meaning: Attributes, Benefits, Values, Culture, Personality, User. Brand equity is built on customer satisfaction and high switching cost, brand value and associations (mental/ emotional), customer devotion, degree of brandname recognition, perceived brand quality, assets e.g. patents and trademarks and channel relationships.

BRANDS - STRATEGIC DECISIONS

1. Brand-name decisions: individual names, blanket family names, separate family names for all products, company trade name combined with individual product names. 2. Brand-strategy decisions: line extensions - extend to new sizes/ flavours brand extensions - extend to new product categories multibrands - new names in same product category new brands - new name for new product category cobrands/ dual branding two/more well-known
brand-names are combined in offer

THE PACKAGE & THE LABEL

1.1. Package levels primary, secondary & shipping. 1.2. Importance of packaging self-service, consumer affluence, company and brand image, innovation opportunity. 2. Label functions 2.1. Identify the product 2.2. Grade the product 2.3. Describe the product 2.4. Promote the product
Today, consumerists are increasingly demanding open dating, unit pricing, grade labeling & %-age labeling.

EFFECTIVE MARKETING COMMUNICATION 1. THE HURDLES

SELECTIVE ATTENTION, SELECTIVE DISTORTION & SELECTIVE RETENTION

2. ENSURING EFFECTIVE COMMUNICATION

2.1. MONOPOLY OF SOURCE OVER RECIPIENT 2.2. IN LINE WITH RECEIVERS EXTANT BELIEFS 2.3. PRODUCES EFFECTIVE SHIFTS ON UNFAMILIAR ISSUES AT PERIPHERY OF CONSUMERS BELIEF SYSTEMS 2.4. SOURCE HAS POWER & CAN BE IDENTIFIED WITH 2.5. SOCIAL CONTEXT, GROUP OR REFEFRENCE GROUP WILL MEDIATE & INFLUENCE ACCEPTANCE

PROMOTION:= THE COMMUNICATIONS MIX

AD.VRTSNG SALES PROMOTION CONTESTS PRINT & BROADCAST LOTTERIES ADS PREMIUMS PACKAGING GIFTS & INSERTS COUPONS MOVIES REBATES BROCHURES EXHIBITS BOOKLETS DEMOs PAMPHLETS LOW BILLBOARDS INTEREST DIRECTORIE FINANCING S TRADE-Ins PoPs FAIRS SYMBOLS TRADE LOGOS SHOWs PUBLIC RELATIONS PRESS KITS SPEECHES SEMINARS A/REPORTS DONATIONS & CHARITY SPONSORSHI PS COMMUNITY RELATIONS LOBBYING EVENTS IDENTITY MEDIA CO. MAG.s PERSONAL SELLING SALES PRESENTATI ONS SALES MEETINGS INCENTIVE PROGRAMS DIRECT MARKETING CATALOGS MAILINGS TELEMARKE TING E-SHOPPING TVSHOPPING FAX MAILER E-MAIL VOICE MAIL DATABASE MARKETING FACE-TOFACE SELLING

FAIRS & TRADE SHOWS

SAMPLES

MANAGING COMMUNICATION 1. THE CHALLENGES

1.1. CONSUMER EXPOSURE & BUY-IN 1.2. USER DEMOGRAPHIC/PSYCHOGRAPHIC SKEWS 1.3. CHAOS & CLUTTER 1.4. SECURITY & PRIVACY 1.5. THE THREAT OF CONSUMER BACKLASH

2. PUBLIC ISSUES 2.1. IRRITATION 2.2. UNFAIRNESS 2.3. OUTRIGHT DECEPTION/ FRAUD 2.4. INVASION OF PRIVACY (D.N.D. Registry)

INTEGRATED MARKETING COMMUNICATION

A concept of marketing communication planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communications disciplines e.g. general advertising, direct response, sales promotion and public relations and combines these disciplines to provide clarity, consistency and maximum communications impact through the seamless integration of discrete messages. - American Association of Advertising Agencies.

II. SELLING and FORECASTING DEMAND & SALES

PERSONAL SELLING I. Personal Selling is effective in building buyer

preference, conviction and action. Apart from dealing with end consumers, a trained sales force can also generate the following impact with dealers increase physical stocking position, build dealer enthusiasm, missionary selling (sign up more dealers) and manage and grow key accounts. Personal selling has 3 distinctive qualities personal confrontation, cultivation and response. II. The 7 major steps in effective selling are prospecting & qualifying, pre-approach, approach, presentation & demonstration, overcoming objections, closing, follow-up & maintenance.

DEFINITIONS A market is the set of all actual and potential buyers of a market offer. Market demand for a product is the total volume that would be bought by a defined customer group in a defined geographical area in a defined time period in a defined marketing environment under a defined marketing program.

A sales budget is a conservative estimate of the expected volume of sales and is used primarily for making current purchasing, production and cash-flow decisions.

FORECASTING - SOURCES AND RESOURCES

There are several ways to go about designing forecasts, including sales forecasts i. Survey buyers intentions ii. Consider composite of sales force opinion iii. Solicit expert opinion iv. Conduct past-sales analysis v. Apply market-test method

A TYPICAL METRIC CHAIN-RATIO MARKET POTENTIAL Recall the extensive discussions on general linear OLS regressions. Sometimes, simple metrics may be effective, e.g. demand (cola-based beverages) = population x personal discretionary income per capita x average % of d.i. spent on beverages x average % of amount spent on beverages that is spent on colas ... NB: average may be replaced with expected given sufficient and suitable data availability.