Marketing Mix

Marketing Strategy

Product Price Place Promotion

•Personal Selling
•Advertising
•Public Relations
•Sales Promotion
•Direct Marketing
Positioning A Key Strategic Decision

Positioning is how consumers view and compare competitive

brands or types of product.

The place a product occupies in a given market is Positioning

Advertising plan describes the analysis of a brand in comparison to

competing brands.

Brand is a distinctive identity of a particular product with respect to its competitors

Building up a Strong Brand

Advertising Strength lies in creating and maintaining a Brand

Image.

Its essential to clearly communicate the value that a brand

delivers as a superior quality.

Brand building is a long and time consuming process

Advertising and Promotion team should work together to build up

a strong brand
 Case Studies

Nokia Building up a powerful Technology

brands

Nike Building a Global Brand

L’oreal Building a Global Cosmetic Brand

Suzuki Swift 2010 Brand in Pakistan

Nokia Building up a Powerful Technology Brand
COMPETITORS Samsung, Motorola and Ericson

What’s different in more successful and less successful Brand

Features certainly not!!!!

But

What brand names mean to consumers

Personality of a Brand Only numeric number is assigned to model which do not even
appear on product such is the strength of the corporate brand

Building Friendship and trust is at the heart of Nokia Brand

Positioning We call this human Technology

Product Design How user will experience the brand

Large display screen is called as eye into the sole of product

Curvy model is easier to hold
Faceplate and colors can be changes to fit lifestyle, personality and mood of the
product.
Nike Building a Global Brand
COMPETITORS Reebok, Adidas

What’s different in more successful and less successful Brand

Features certainly not!!!!

But

Custom made shoes

Personality Sincerity, Excitement, Competence, Sophistication and Ruggedness

Greek says when we go to battle and win we say it is NIKE

Positioning We call this JUST DO IT

Product Design How user will experience the brand

Walking shoes
Running Shoes
Sports wear
Loreal Building a Global Cosmetic Brand
COMPETITORS Chambor, Revlon Inc, Garnier

What’s different in more successful and less successful Brand

Features certainly not!!!!

But

Each Brand Stands out with its own image

Personality Loreal has kept individual brand personality rather then crowding
everything into a tight little corner

100 years of beauty and innovation

Positioning World no. 1 Cosmetic brand, Luxury Brand Image, Because I am worth it

Product Design Skin Product should

Look attractive
Easier to apply
Suzuki Swift 2010 Brand in Pakistan
COMPETITORS Coure, Santro

What’s different in more successful and less successful Brand

Features certainly not!!!!

But

Each Brand Stands out with its own image

Personality Live Large Drive Small

Positioning Go anywhere do anything

Product Design A compact Car

More Eye Catching

More Spacious
More Driver Freindly