Brand – Is a name, sign and symbol which differentiate the products.

It allows company to charge premium and in return you get the quality. It allow customer to reduce
the perceived risk.

A brand is a promise and it also effort of the customer in term of product search.

Brand equity –High level of awareness and association allows to build brand equity.

Brand ladder

 Attributes
 Functional benefits (Indian Market is here)
 Emotional benefits
 Social benefits

Markup pricing – based on cost and profit.

Target return pricing –

Value pricing –

Going rate pricing – what competitors are charging

Perceived value-based pricing – customer set up ceiling.

Channel for products distribution –

 Exclusive Distribution
 Intensive Distribution
 Selective Distribution
 Multi-Channel Distribution
 Omni Channel distribution

Promotion – includes educating, persuading and reminding customer.

Tools available are for promotion

 Advertising – paid form of non-personal presentation

 Sale promotion – short term incentive paid to retailer or customer
 Personal Selling – designed to promote company image or any particular products.
 Direct Marketing -
 Personal Selling –

Mindspace of the customer is most challenging part, we consider it as black box.

Marketing metrics

o Sales growth, market share

o Customer readiness