Documents
Resources
Learning Center
Upload
Plans & pricing Sign in
Sign Out
Get this document free

Marketing Chapter 8 Managing the

VIEWS: 42 PAGES: 16

									By Florence Pittet, Manuela Bruchez & Pascal Forster HP12




 19th november 2009
   Goal: to explain different types of brands

   Process
    ◦   to   choose two basic products
    ◦   to   analyse the offer
    ◦   to   interview the managers
    ◦   to   define the type of each brand

   Conclusion



                                       HP 12, HEIG-VD   Prof. Roya Bafandi   2
                                Shower gel's shelves
                                       shelf's number


7




        1.5   1.5         1.5
    1                              1                           1                   1        1       1
                    0.5                                 0.5
                                       0.25   0.25                   0.25   0.25




                                                          HP 12, HEIG-VD               Prof. Roya Bafandi   3
                           Yoghurt's shelves


          70
                                  Plate




33   33




                                                        12
                   8          8                                    9
               6       4           4      6      6             4           3        2




                                              HP 12, HEIG-VD           Prof. Roya Bafandi   4
 Family vs individual brands
Nivea – LC1

   National vs local brands
Toni - panier yoplais

   Shop brands
Yogurt Manor

Co-branded brands
Cosmetics kit

   License products
Disney shower gel



                                HP 12, HEIG-VD   Prof. Roya Bafandi   5
Margin pyramid



                        Shop
                       brands


                 Individual brands
                   Family brands
                   Local brands

                  Specific brands




                   HP 12, HEIG-VD    Prof. Roya Bafandi   6
   Local brands

   Co-branded brands

   Shop brands




                        HP 12, HEIG-VD   Prof. Roya Bafandi   7
   Issue facing Procter & Gamble

    ◦ The best way to make profitable the aquisition of
      Gilette by Procter and Gamble on the long view




                                  HP 12, HEIG-VD   Prof. Roya Bafandi   8
HP 12, HEIG-VD   Prof. Roya Bafandi   9
Options               Pros                       Cons

A) To give up Gillette • Lower costs             • All the money
                       • Lower structure         already invested
                                                 • Well-known image


B) To improve the     • To get a monopoly        • Less stimulation
market share by       • To fix the prices        and innovation
developing the                                   • Saturated
technology                                       technology


C) Internal co-       • Lower costs              • Limited market
branding and          • To dynamise the
extended target       company
market



                                    HP 12, HEIG-VD        Prof. Roya Bafandi   10
What is the best option according to you?




                                            HP 12, HEIG-VD   Prof. Roya Bafandi   11
Option C: why?




                 HP 12, HEIG-VD   Prof. Roya Bafandi   12
Advertisement with famous
people




                            HP 12, HEIG-VD   Prof. Roya Bafandi   13
   If you have any ...

                          ...




      You can ask!
                           HP 12, HEIG-VD   Prof. Roya Bafandi   14
Thank you for your attention




                               HP 12, HEIG-VD   Prof. Roya Bafandi   15
   http://www.leshop.ch/images/ProductsBig/7610100529399.JPG

   http://www.beaute-test.fr/prod/img11121.jpg

   http://www.cosmetico.ro/images/800px-Nivea_logo.png

   http://www.leshop.ch/images/ProductsBig/76131059.JPG

   http://www.carestyle.eu/blog/wp-content/uploads/2009/04/marque_32_recoupa.jpg

   http://static.glamourparis.com/imagecache/200x300/BT_220807_1_0.jpg

   http://www.paragon-identification.eu/images/procter/Procter&GambleA.gif

   http://4.bp.blogspot.com/_WXbJfJ-
    veLI/SmyLI8YGyoI/AAAAAAAAC_U/XOEoZXEpH8Y/s200/gillette_logo.jpg

   http://media.photobucket.com/image/procter%20and%20gamble/m0mmacat/LogosOfCruelty.
    jpg




                                                      HP 12, HEIG-VD          Prof. Roya Bafandi   16

								
To top