MARKETING MIX.

BRAND VALUE CHAIN.

BRAND ARCHITECTURE.
BRAND HIERARCHY.

B11 Ramandeep Singh Ba

B24 Alok Dubey
B34 Anshul Narula

Marketing Mix
Value
perceived in
the mind of
the
consumer

Cover location,
distribution,
channels and
logistics

Marketing
communicati
ons

Collection of
features and
benefits that
provide customer
satisfaction

Very high brand equity.

The marketing mix of Samsung has been changing over time
with more and more products being added such that today
it has large number of product offerings.

Product
Price
Place
Promotion

Product

The company has the widest portfolio in

electronics industry comprising of products in
wide categories.

Phones

Television

Tablets etc

Its now also competing with Apple with its new

Samsung Galaxy S6 in Premium processes.

Price
Due to the availability of wide range products
thepricingis done according to the market and
geographic segment.

Pricing strategy is based on the competitors pricing.

Place
Samsung is one of the biggest brands and is
available all over the world.

The effective distribution network of Samsung has

almost eroded the small and middle level players in
the market.

Promotion

Samsung adopts various advertising and promotional

strategies.

To capture customer from all media.

Associating with life style and behaviour and mainly
targeting value based advertising.

Allows price discounts and allowances to distributors

To make retailers push more products into the market.

Employs both push strategy through promotions and;

Pull strategy through advertisements and campaigns.

BRAND VALUE CHAIN

Brand value chain
is a structured
approach to
assessing the
sources and
outcomes of brand
equity and the
manner by which
marketing
activities create

Brand value
chain

Marketing programme help to develop of a brand value.

It includes:
Advertising
Personal selling
Sponsorship
Publicity
Public relation
Marketing programme includes..
Sponsor different kind of national and international
games and events.
Building campaign to develop public relation like
Health message campaign
Publicity through media, newspaper, magazines,
signage and banner
Telling brand story through media by relating it to any
occasion
Brand endorsement through various young and popular
celebrity like Ranbir kapoor.

Program
Multiplier Plan
The ability of the marketing programme to affect
the mind set of the customer depend on quality of
marketing programme investment Like Thunda
matlab Coca Colato create the effect in customer
mind in such away that whenever they think about
cold drinks coca cola comes in the mind

THE FOUR FEATURES OF

1) Relevance
PROGRAM QUALITY
2) Distinctiveness
3) Consistency
4) Clarity

Customer mind
Brand awareness-high
level of awareness
Brand association-strong
favourable, and unique
brand awareness
Brand attitudes-positive
brand attitudes
Brand attachment-intense
brand attachment
Brand activity-a high
degree of band activity.

Brand Architecture for a firm tells marketers which

brand names, logos, symbols and so forth to apply to
which new and existing products.
Helps in distinguishing branding strategies by whether a
firm is or should be employing an umbrella corporate
or family of brands.
Branded House
Samsung, Apple

House

of Brands

Collection of individual brands all with different names

PNG, Volkswagen

Hybrid
Toyota

Brand

 Branded

House

Samsung, Apple

House

of Brands

Collection of individual brands all with

different names.
PnG, HUL, Reliance
Hybrid

Brand

Toyota
Volkswagen

Useful means of graphically portraying a firms

branding strategy by displaying the number
and nature of common and distinctive brand
elements across firms products, revealing
the explicit ordering of brand elements.
Corporate

Brand aka Company Brand

General Motors, General Electric, HP

Family

Brand

Nestle, Pepsi Cos Gatorade.

Seagrams Tropicana, Seagrams Fuel.

 Individual

Brand

Restricted to one Product category.

Examples:
Park Avenue in Toiletries - Deodorant Category,
Frito-Lay, Doritos Tortilla Chips, Lays and Ruffles Potato Chips.

Each Brand has Dominant Position in Salty Snack

Product Class.

Modifier
Means to designate a specific item or model

type
Samsung Galaxy Series.

 Thats

all Folks.