Contents

2-1.Process of marketing management 2-2.STP marketing 2-3.Marketing mix (4P) 2-4.Double jeopardy line 2-5.From awareness to brand loyalty 2-6.Brand Knowledge 2-7.Awareness pyramid 2-8.Ways to obtain brands awareness 2-9.Loyalty pyramid

2-1.Process of marketing management

marketing mix (4P) STP
Segmentation

Key concepts of marketing

Product

Price Research Targeting Promotion Positioning Place Implication Control

(source: Kotler.P, Kotler on marketing)

2-2.STP marketing

Key concepts of marketing

Step 1 Make segmentation variables clear and subdivide the market Geographic segmentation, Demographic segmentation, Psychographic segmentation, Behavior segmentation Profile each segment Step2 Measure attractiveness of each segment Choose one or plural segments Step3 Make positioning concepts clear on each segment Choose and develop positioning concepts Step 1 Segmentation Step 2 Targeting Step 3 Positioning

(source: Kotler.P, Marketing management)

2-3.Marketing mix (4P)

Key concepts of marketing

After STP, a strategic marketing mix should be planned. The marketing mix is composed of product, price, promotion and place. Advertising is an element of the marketing mix.

Product
Type Quality Design Brand name Package Size Service Guarantee Return

Price
List price Discount Back margin
Due date of payment Commercial condition

Promotion
Sales promotion Advertisement Business operation PR Direct marketing

Place (Channel)
Sales channel Coverage of distribution Sort Location Inventory Shipping

(source: Kotler.P, Kotler on marketing)

2-5.From awareness to brand loyalty

Key concepts of marketing

Unique (Only accepted)

100% brand loyalty Top brand buyers In repertoire Repertoire buyers Not in repertoire Occasional buyers

Top brand Consideration set

Second brand

Spontaneous awareness Aware All brands Unaware Aided awareness only

Not acceptable

Third brand

Not consideration

(source: Franza.G, Brand equity: concept and research)

2-6.Brand Knowledge

Key concepts of marketing

Brand knowledge plays a critical role to establish brand equity. Brand equity is characterized by brand awareness and brand image. Brand image plays a critical role in high-involvement.
Brand recognition Brand recall
Type of Brand association Appropriateness of Brand association Attribution Benefit Attitude

Brand Awareness

Brand Knowledge

Brand image

Strength of Brand association Uniqueness of Brand association

(source: Keller.K, Strategic Brand Management)

2-7.Awareness pyramid

Key concepts of marketing

According to keller, importance of brand recognition and brand recall depends on where consumers make decision of purchasing. According to Aaker, the first stage of purchasing is selection of a consideration set of brands. Therefore, brand recall play a main role to enter the set. According to Aaker, top of mind and brand recall play critical role for products which purchasing decision is done before going to stores.

Top of mind Brand recall Brand recognition Brand unawareness

(source: Aaker.D, Managing Brand Equity, Keller.K, Strategic Brand Management)
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2-8.Ways to obtain brands awareness

Brand recognition Repetition of the brand Brand recall Association of the brand with the product or service category
(source: Keller.K, Strategic Brand Management)

Key concepts of marketing

Establishing brand identity

Association of the brand with the product or service category

Concrete ways are following; Differentiation to remember easily Usage of slogan Exposure of symbol Publicity Sponsor of events Expansion of brands Usage of clues (e.g. Package) Repetition
(source: Aaker.D, Managing Brand Equity)

2-9.Loyalty pyramid

Key concepts of marketing

Brand loyalty is different from other brand equities, because it strongly related to experience in using.

Committed Buyer Like the Brand Consider It a Friend Satisfied Buyer with Switching Cost Habitual Buyer Switchers / No brand Loyalty

(source: Aaker.D, Managing Brand Equity)