Marketing, Sales ,Communication,Triad and

Pyramid of Marketing and Branding

What are the Major Trends in

Marketing ?
Dr.Sanjay Patro

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• ”Intelligent Enterprise Unleashed: Redefine

your company based on the company you
keep.”
• The Chinese education firm Liulishuo is
changing education by introducing a new
actor into society: a sophisticated artificial
intelligence (AI)-powered English teacher
that delivers personalized, adaptive learning
to millions of people
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Road leading to the Zila Parishad school in

Warud, Maharashtra
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 • According to the global Accenture Technology
Vision 2018 survey, 84 percent of 6,381 business
and IT executives surveyed agree that through
technology, companies are weaving themselves
seamlessly into the fabric of how people live
today.

• In a world where everything is connected, the

lines that have traditionally separated our society
into neat little boxes of customers, employees,
citizens, companies, and even governments, are
blurring.
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• Technology-based products and services

have a tremendous impact on the way
people work and live.

• Through those products and services,

businesses are driving unprecedented
change in society.

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What do you mean by Marketing?

What are the Main Concepts of
Marketing that you are aware of ?

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Transformation of markets from sellers to What makes a Company successful

buyers in the Long Run ?

• Markets change faster than marketing

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 • There are three kinds of companies
How does a Co. get impacted in the
long run? Those who make things happen ;
those who watch things happen and
those who wonder what’s happened.

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Orientations of Firms towards Marketplace

• Production Orientation

If we don't change our direction , we are

• Product Orientation
likely to end up where we are headed

• Selling Orientation

• Marketing Orientation
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• Diff between Marketing and Sales, seeding the field and • Marketing wants to sell the price rather than
harvesting the crops
sell through the price
• When sales are down mktg blames sales force, sales guys
blame marketing for several reasons, high price, fewer • Why the blame game starts- the buying
sales people
funnel –the first four and the last four
• Case of IBM- Reduced the conflict between the two,
created a new Dept, Channel Enablement.

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Evolution of Marketing

• Marketing 1.0
– Product Centric Era-Ford’s Model T
• Marketing 2.0
– Marketers try to touch both mind and heart
– Consumer centric approach believes that customers are
passive targets of marketing
• Marketing 3.0
– Marketers approach customers as whole human beings with minds,
hearts and spirits

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 Fords’ Model T

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Evolving Definition of Marketing

Evolving Definition of Marketing
Marketing management is the art and
science of choosing target markets and getting,
keeping, and growing customers
through
creating, delivering, and communicating superior
customer value.

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 • Marketing is the activity, set of institutions,
and processes for creating, communicating,
delivering, and exchanging offerings that
have value for customers, clients, partners,
and society at large.

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• Marketing Philosophy • How do you measure the Market

• Instruments to rate marketing oriented ness, Orientation of Organisations?
Marketing Orientation Scale

• Marketing Effectiveness Audit

• Marketing Effectiveness is not same as Sales

Effectiveness
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Today’s Agenda Triad of Marketing

• Triad and Pyramid of Marketing
• Core Branding Concepts,
• Brand Value Chain,
• Components of Brand Equity
• Building Primary and leveraging Secondary Brand
Equity
• Brand Prism and Pyramid Models, Brand
Personality ,
• Brand Hierarchy,
• Brand Architecture
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• Marketing 3.0
– Marketers approach them as whole human beings with
minds, hearts and spirits
– Have bigger missions ,visions , values to contribute to
world
– Customers want justice in social, economic,
environmental polices
– It is lifting Marketing into the arena of human
aspirations , values and spirits n a world of confusion

• Marketing 4.0 ?
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Thanks

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Branding Concepts
for
Business Performance

Do Brands Play any Role

in our lives?
Dr.Sanjay Patro

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Definitions of a Brand
• A brand is a
“name, term, sign,symbol,or design, or a
combination of them , intended to identify
What is Brand Equity? the goods and services of one seller or
group of sellers and to differentiate them
from those of competition. ”{AMA}

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What is a Brand • Functional benefits
• A set of assets and liabilities linked to a • Emotional benefits
brand, its name and symbol, that add to or
subtract from the value provided by a
product or service to a firm or to that firm’s
customers.
• Self Expressive benefits
– David Aaker, University of California
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Titan Watches
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• Unilever CEO Alan Jope
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• Unilever’s Sustainable Living Brands are
those that communicate a strong
environmental or social purpose, with
products that contribute to achieving the
company’s ambition of halving its
environmental footprint and increasing its
positive social impact.
• While all of Unilever's brands are on a journey
towards sustainability, our Sustainable Living
Brands are thoseDr.Sanjay
thatPatroareXLRIfurthest ahead. 55
Expand the value proposition
– An emotional benefit relates to the ability of the brand to make
the buyer or user feel something during the purchasing process
or use experience.----Titan
– A self -expressive benefit exists when the brand provides a
vehicle by which a person can proclaim a particular self image.
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• In 2018, Unilever’s Sustainable Living Brands grew
69% faster than the rest of the business, compared to
46% in 2017;
• Unilever now has 28 Sustainable Living Brands – the
four new entrants are Close Up (toothpaste), Wheel
(laundry), Calve and Bango (dressings);
• Seven of Unilever’s top ten brands – Dove, Knorr,
Omo/Persil, Rexona/Sure, Lipton, Hellmann’s and
Wall’s ice cream – Dr.Sanjay
are all Sustainable
Patro XLRI Living Brands.
56

Brand Value Chain
• BVC is a structured approach to assess the
sources and outcomes of brand equity and
the manner by which marketing activities
create brand value.
Customer Based Brand Equity Model
(CBBE)
1. What do different brands mean to consumers?
2. How does the brand knowledge of customers
affect their response to marketing activity?

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Strong Brands do not How Do You Build Strong Brands ?

Just happen !

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Brand Value Chain Brand Value Chain

Value stages Marketing Customer Market Shareholder
Program Mindset Value
Investment Performance
Marketing Customer Market Shareholder
Program Mindset
Investment Performance Value Product
Awareness Price Premium Stock Price
Communicn P/E Ratio
Associations Price Elasticity
Trade Market
Price Premium Attitudes Cost savings
Capitalization
Product Awareness Stock Price Employee.
Attachment Market share
Price Elasticity Activity Expansion Success
Communicn Associations P/E Ratio
Cost savings
Trade Attitudes Market Multiplier Program Market Investor
Market share Capitalization
Employee. Attachment Conditions Sentiment
Quality
Expansion
Success
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CUSTOMER – BASED BRAND EQUITY

CUSTOMER – BASED BRAND EQUITY
• “Customer – based brand is defined as the
differential effect of brand knowledge on
• Schematic Summary of The Concept of “Customer-
consumer response to the marketing of the
Based Brand Equity”
brand.”
Building Improves the
• A brand is said to have positive customer-based- Customer –Based Brand Differential
value of brand
brand equity”: Brand Equity Knowledge Customer (Brand Equity)
Response
– If consumers react more favourably to the 4Ps of the brand
Vs
– When the same 4Ps are attributed to a fictitiously named or
unnamed version of the product or service Represents “leads to”

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 Brand Knowledge Sources of Brand Equity
• Brand Awareness
• Importance of knowledge in memory to consumer decision making has
been well documented
• Brand Associations
• Understanding the content and structure of brand knowledge is
important – they influence what comes to mind when a consumer thinks
about a brand
• Perceived Quality
• Dimensions –
– Brand Awareness
• Brand Recognition – consumer’s ability to confirm prior exposure to the brand when
given “the brand as cue”
• Brand Loyalty
• Brand Recall – consumer’s ability to retrieve the brand when given “the product
category, the needs fulfilled by the category or some other type of probe as cue”

• Other Proprietary Brand Assets

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Brand elements and the Need for change

Measures of Brand Awareness
Brand Elements in FMCG Reasons for change
brands: • Perception issues - Losing market
• Brand Name
• Logo
share
• Entering newer
• Aided and Unaided Awareness
• Symbols markets/internationalization
• Characters • Moving from value to premium
• Spokespeople/Brand
ambassadors
segment
• Obsolete design • Recognition and Recall.
• Slogans • Product overhaul/signaling innovation
• Jingles • Mergers and acquisitions

How to change?
1) Complete Brand overhaul
2) Slow evolution

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 Kapferer’s Brand Identity Prism

Physique Personality

Relationship Culture

Reflection Self Image

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Keller’s Consumer Based Brand Equity Model

Milword Brown’s Brand Dynamics Pyramid

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De Chernatony-McWilliam Matrix

• Brand Personality
High

Functionality • Customer Persona

L
o
w

Low High
Representationality
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• Difference in the Role of Brands between
B2B and B2C Brands.
• Far more than a name and a logo,it is an
organisation's’ promise to a customer to deliver
what the brand stands for not only in terms of
functional benefits but also emotional ,self
expressive and social benefits.

• It is also an journey and an evolving relationship.

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 Perceived Quality
Customer’s perception of the overall quality or superiority
of a product or service with respect to its intended purpose

In the long run the most important single factor affecting a

business unit’s performance is the perceived quality of its
products and service, relative to its competitors.
PIMS Data
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• P.Q is the single most important contributor to a Perceived

company’s ROI, having more impact than market Quality
share, R&D or Marketing expenditure.
Value Line
• P.Q contributes to profitability in part by
enhancing prices and market share.
• Creating Perceptions of Quality
– Intrinsic quality
– Extrinsic quality

• Cues that consumers /employees associate with

quality Dr.Sanjay Patro XLRI 83 Dr.Sanjay Patro XLRI
Perceived Price
84

The Brand Iceberg The Brand Iceberg

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Brand Relationship Spectrum

Branding Strategies Four options to brand an
acquired or
• Monolithic Approach developed offering:
1. A house of brands
• Endorsement Approach
2. Endorsed brands
• Simple/Individual Approach
3. Sub brands

4. A Branded house

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 Major Branding Strategies

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All Definitions Available on Brand Equity

can be Divided into Three Categories

Cost Based Methods

Price Based

Consumer Based

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Cost Based Approaches

Realizing Brand Value Potential

Valuation by Historical cost  Jagdish Sheth’s Approach

Valuation by Replacement Cost

Valuation by Market Price Method

Discounted Cash Flow Method

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Where does your brand stand on each Life cycle of Brands

Parameter
4Ps to 4 As • Brands originate as a new product or service
Acceptability—Functional and Psychological
Affordability—Ability to pay and willingness • If brands can be managed appropriately
Accessibility—availability and convenience they shall live for a very long time .
Awareness --- How to buy ,How to use and
what to expect

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Thank You

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