Morph Marketing

• morph marketing is strategy in which

marketer provides a product with an envelope
of service...so product with service... example
MARUTI service with car, AQUA GUARD
providing a water purifying m/c with service
every 6 months
 Brand as an Asset

• “If Coca Cola lost everything except for ‘the

formula’ and its brand name , it could walk
into any bank in the world and get $100 billion
loan to start from the scratch”
Fortune Magazine
 What is a Brand?

• A brand is a name, term, sign, symbol, or

design which is intended to identify the
goods or services of one seller or group of
sellers and to differentiate them from those
of competitors.

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 Segments of users
4 Groups of users based on strength of commitment.

• Convertible – highly likely to switch brands

• Shallow – not ready to switch but consider alternatives/
• Average – comfortable with their choice, unlikely to switch
brands in the near future.
• Entrenched – loyal to the brand, unlikely to change in the
foreseeable future.

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 Target market
• A market is the set of all actual and potential
buyers who have sufficient interests in,
income for, and access to a product.
• A market segmentation – a distinct group of
homogeneous consumers who have similar
needs and behavior and thus require similar
marketing mixes.

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Consumer reasons for brand choices –
An example
• Past experience
• Price
• Quality
• Personal recommendation
• Advertising
• Rating on consumer report
• Environmental performance

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 Naming the Brand
• Product benefits
• Product qualities
• Easy to pronounce
• Should be distinctive
• Should not have poor meanings in other
languages and countries
 Branding Strategy

Developing a Brand Name

should suggest product benefit or quality

easy to spell, remember, pronounce
distinctive
no negative connotations
no legal restrictions
cannot be immoral, deceptive, scandalous
• Brand management is the application of
marketing techniques to a specific product,
product line, or brand. It seeks to increase the
product's perceived value to the customer and
thereby increase and brand equity

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 New Branding Challenges
• Brands are important as ever
– Consumer need for simplification
– Consumer need for risk reduction
• Brand management is as difficult as ever
– Savvy consumers
– Increased competition
– Decreased effectiveness of traditional marketing tools and
emergence of new marketing tools
– Complex brand and product portfolios
 The Functions
• For Consumers / Customers / Corporates
• Brands play a role in terms of communication
and identification.
• Brands make it easier for consumers to
interpret and digest information on products
• The perceived purchasing risk is thus minimized
• A brand can also serve as a social business card

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 The Functions
• For Consumers / Customers / Corporates
Consuming certain brands is also a means of
communicating certain beleives
• Particularly strong brands can establish the
dominance of premium prices on the market
and soften consumer reactions to price changes
• Keep sales levels and market share constant
and considerably lessen dependence on short-
term special promotions.
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 The Functions
• For Consumers / Customers / Corporates
• A brand unlocks great potential in terms of
licensing opportunities as well, helping
companies achieve plans for international
expansion
• Finally, brands also offer companies potential
for sharpening a clear profile and
overshadowing the competition

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 Brand Elements

• A variety of brand elements can be chosen that

inherently enhance brand awareness or facilitate the
formation of strong, favorable, and unique brand
associations:

– Brand Name
– Logo
– Symbol
– Character
– Packaging
– Slogan

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 •Advantages of branding to manufacturer, intermediaries, customers

Why ‘branding’ ?
What makes a brand strong?
How do you build a strong brand?

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• Advantages of branding to manufacturer,
intermediaries, customers
• Brand related decisions:
– Should a product be branded?
– Who should sponsor the brand?
– Naming a brand

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 Brand Positioning

Brand Positioning (as defined by Kotler) is “ an act

of designing the company’s offer and image so
that it occupies a distinct and valued in the target
customer’s mind”.

Finding a proper ‘location’ in the minds of a group

of consumers or market segment so that they
think about a product or service in the ‘right’ or
desired way.

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 Customer-based Brand Equity
Customer-based brand equity occurs when the
customer has a high level of awareness and
familiarity with the brand and hold some strong,
favorable, and unique brand associations in memory.

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 4 Steps of Brand Building
1. Ensure identification of the brand with customers
with a specific product that meet customer need.
2. Firmly establish the totality of brand meaning in
the minds of consumers.
3. Draw out the customer responses to brand
identification and brand meaning.
4. Convert brand response to create an intense,
active, loyalty relationship between customers and
the brand.

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 The Product Life Cycle

Maturity
Sales or
Profits

Decline

Growth Sales curve

Introduction
Profit curve

Time
 Establishing brand Positioning
• Target market
• Points of parity and Points of Difference

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 Segmentation bases
Consumer Business-to-business
Segmentation Bases Segmentation Bases

• Behavioral  Nature of good

– E.g. user status  E.g. Semi-finished
• Demographic  Buying condition
– E.g, age, income  E.g. Location
• Psychographic  Demographic
– E.g. values, lifestyle  No of employees
• Geographic  Sales volume
– E.g, local, regional,
international

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 Segmentation Criteria
• Identifiability: can segment identification be
determined?
• Size: is there adequate sales potential in the
segment?
• Accessibility: Can the segment be reached?
• Responsiveness: How favorable will the segment
respond to a tailored marketing program

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 Points of Parity (POP) and
Points of differences (POD)
Point of Parity  a particular dimension or attribute or
a brand which a group of consumers believe that is
‘good enough’ or meet their basic expectations.

Point of Difference  A particular attribute or

dimension of a brand which a group of consumers
likes and perceives as the uniqueness of the brand.

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 Point of Differences
Other names:
• Competitive Points of Parity
• Unique Selling Point

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 Positioning Guidelines

1. Defining and communicating the

competitive frame of reference
2. Choosing points of parity and points of
differences.
3. Establishing points of parity and points of
differences.
4. Updating positioning over time

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 Brand Values
Cores Brand Values
Set of abstract associations (Attributes and
benefits) that characterize the 5 to 10 most
important aspects or dimensions of a brand.
 When you think of a brand, what comes to
mind?

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