Marketing and branding : the Indian scenario
Kumar, S. Ramesh
Marketing and branding : the Indian scenario - Delhi Dorling Kindersley (India) Pvt. Ltd. 2007 - xiv,482p.
CONTENTS PREFACE v ACKNOWLEDGEMENTS vii INTRODUCTION WHY CONCEPTS ARE IMPORTANT IN THE INDIAN CONTEXT? 1 Importance of Cultural Dimensions 4 Importance of Timing 6 1 APPLICATION OF PRODUCT AND BRAND RELATED STRATEGIES9 Product 10 Product Levels as the Product Concept 10 Brand 12 Unique Selling Proposition14 Product Management 24 Product Concept 26 Concept Testing 28 Market Testing 29 Product and STP31 Reverse Engineering 50 Quality Function Deployment 52 Product-Line 54 Brand Associations 57 Brand Extension 58 Brand Loyalty 61 Brand Positioning 62 Brand Repositioning 65 Managing Brand Power Over Time 66 Brand Life Cycle 68 Brand Feelings 69 Brand Resonance 71 Brand Experience 72 Brand Aesthetics 74 Brand Awareness and Brands 75 Brand Elements76 Brand Positioning-The Pitfalls 78 2DIMENSIONS OF DISTRIBUTION AND RETAILING85 Distribution and Retailing 85 Importance of Value Chain 87 Supply Chain and Strategies 90 Factors to be Considered Before Selecting Distribution Channels 91 Distribution Conflict 94 Retailing Strategies-Types of Stores 95 Category Management 97 Retail Planning 99 Retail Display/Signages105 Retailer as a Brand107 Store Brands109 Direct Marketing111 Retailing and Point of Purchase113 Retail Equity115 Retail Loyalty 118 Retail Service120 Retail Service and Speciality Products121 Retail Service and Durable Product Categories122 The Credibility Factor123 Retailing and Consumer Behaviour124 Retail Outlet Selection and Brand Selection125 Consumer Decision-Making and Retailing126 Retail Image-Basics128 Dimensions of Retail Image129 Developing Store Brands-Additional Points130 Advertising and Retail Outlets132 Retail Outlets-Location and Size Consideration134 Perceived Risks and Retail Outlet Choice135 Consumer Shopping Types136 Retail Outlets and 'In-Store' Purchases137 Retail Outlet Strategy Formulation138 Importance of Avoiding Stock-Outs 139 The Death Spiral-An Important Aspect of Managing Merchandise140 Internet Shopping-Indian Context141 Internet Shopping and Consumers 142 Prerequisites for E-Tailing144 Online Retailing-Segments to Customization147 Online Marketing and Customizing Services148 Online Marketing and Product Customization149 Online Shopping and Product Categories151 Online Shopping and Price Sensitivity152 Online Shopping and Building Consumer Loyalty153 Online Marketing and Concept of Customer Relationship Management154 Online Marketing and Five-Dimensional Branding155 Off-line Brand Equity to Online Brand Equity158 Synergising Online and Off-Line Strategies159 A Framework for Synergising Online and Off-Line Strategies160 Virtual Supermarkets165 3DIMENSIONS OF PRICING167 Pricing and Value 167 Marketing Orientation and Pricing170 Quality-Price Association173 Pricing in a Changing Environment188 Pricing and Marketing Mix Elements189 Skimming as a Pricing Strategy191 Applying Penetration Pricing and Perceived Value Pricing in a Specific Context 193 Target Costing 194 Price Bundling 196 Customer's Perception of Value 200 The Concept of Value Subtraction204 Price Sensitivity 206 Cost to Serve Consumers 211 Pricing of Services 214 Analysing Services 215 Costs of Customization 220 Brand Equity and Pricing Decisions 221 Mass Market Pricing Strategies 227 Customer Relationships and Pricing Challenges 234 4PSYCHOLOGICAL DIMENSIONS IN MARKETING AND IMPLICATIONS FOR MARKETING STRATEGIES255 Behavioural Dimensions of Marketing 256 The Concept of Perception 268 Branding Commodities-A Behavioural Approach 284 Consumer Decision-Making Process and Marketing Strategies 289 Reference Group and Their Implications 326 Brands and Online Positioning 335 5ROLE OF PROMOTION, MARKETING COMMUNICATION AND MARKETING MIX ELEMENTS IN BRAND BUILDING343 Understanding Marketing Communication and Promotion 345 Psyche of Consumers 348 The Psychological and Sociological Interface-'The Four Forces'350 Changing Environment and Brands-Implications for Communication andPromotional Strategies 352 Synergizing Marketing Communication 367 Concept Selling and Marketing Communication 369 Creating Differentiation and Marketing Communication 371 Symbolic Branding 380 Directness and Subtlety in Advertising Appeals 388 Subtleties and Celebrities 390 Embedding Subtleties in the Cultural Context 392 Urban Time Poverty and Marketing Communication 393 Media Planning Strategies 399 Managing the Promotional Process (The Basics)401 Symbolic Promotional Plans 401 Direct Marketing 405 The Challenges 411 The Power of Brand Imagery 415 Critical Aspects of Brand Repositioning 421 Branding Strategies in a Changing Marketing Environment-The IndianContext 427 Mass Markets and Brand Building-Examples 430 Power of Contrast in the Marketing 448 Discernment of Contrasts by Consumers 449 Capturing Consumers' Emotional Contrasts 450 Communicating Contrasts through Experiential Aspects 451 Brand Loyalty-Myth or Reality 453 Brand Perception and Brand Strategies 462 REFERENCES465 INDEX 479
8131700976
658.8343 / KUM
Marketing and branding : the Indian scenario - Delhi Dorling Kindersley (India) Pvt. Ltd. 2007 - xiv,482p.
CONTENTS PREFACE v ACKNOWLEDGEMENTS vii INTRODUCTION WHY CONCEPTS ARE IMPORTANT IN THE INDIAN CONTEXT? 1 Importance of Cultural Dimensions 4 Importance of Timing 6 1 APPLICATION OF PRODUCT AND BRAND RELATED STRATEGIES9 Product 10 Product Levels as the Product Concept 10 Brand 12 Unique Selling Proposition14 Product Management 24 Product Concept 26 Concept Testing 28 Market Testing 29 Product and STP31 Reverse Engineering 50 Quality Function Deployment 52 Product-Line 54 Brand Associations 57 Brand Extension 58 Brand Loyalty 61 Brand Positioning 62 Brand Repositioning 65 Managing Brand Power Over Time 66 Brand Life Cycle 68 Brand Feelings 69 Brand Resonance 71 Brand Experience 72 Brand Aesthetics 74 Brand Awareness and Brands 75 Brand Elements76 Brand Positioning-The Pitfalls 78 2DIMENSIONS OF DISTRIBUTION AND RETAILING85 Distribution and Retailing 85 Importance of Value Chain 87 Supply Chain and Strategies 90 Factors to be Considered Before Selecting Distribution Channels 91 Distribution Conflict 94 Retailing Strategies-Types of Stores 95 Category Management 97 Retail Planning 99 Retail Display/Signages105 Retailer as a Brand107 Store Brands109 Direct Marketing111 Retailing and Point of Purchase113 Retail Equity115 Retail Loyalty 118 Retail Service120 Retail Service and Speciality Products121 Retail Service and Durable Product Categories122 The Credibility Factor123 Retailing and Consumer Behaviour124 Retail Outlet Selection and Brand Selection125 Consumer Decision-Making and Retailing126 Retail Image-Basics128 Dimensions of Retail Image129 Developing Store Brands-Additional Points130 Advertising and Retail Outlets132 Retail Outlets-Location and Size Consideration134 Perceived Risks and Retail Outlet Choice135 Consumer Shopping Types136 Retail Outlets and 'In-Store' Purchases137 Retail Outlet Strategy Formulation138 Importance of Avoiding Stock-Outs 139 The Death Spiral-An Important Aspect of Managing Merchandise140 Internet Shopping-Indian Context141 Internet Shopping and Consumers 142 Prerequisites for E-Tailing144 Online Retailing-Segments to Customization147 Online Marketing and Customizing Services148 Online Marketing and Product Customization149 Online Shopping and Product Categories151 Online Shopping and Price Sensitivity152 Online Shopping and Building Consumer Loyalty153 Online Marketing and Concept of Customer Relationship Management154 Online Marketing and Five-Dimensional Branding155 Off-line Brand Equity to Online Brand Equity158 Synergising Online and Off-Line Strategies159 A Framework for Synergising Online and Off-Line Strategies160 Virtual Supermarkets165 3DIMENSIONS OF PRICING167 Pricing and Value 167 Marketing Orientation and Pricing170 Quality-Price Association173 Pricing in a Changing Environment188 Pricing and Marketing Mix Elements189 Skimming as a Pricing Strategy191 Applying Penetration Pricing and Perceived Value Pricing in a Specific Context 193 Target Costing 194 Price Bundling 196 Customer's Perception of Value 200 The Concept of Value Subtraction204 Price Sensitivity 206 Cost to Serve Consumers 211 Pricing of Services 214 Analysing Services 215 Costs of Customization 220 Brand Equity and Pricing Decisions 221 Mass Market Pricing Strategies 227 Customer Relationships and Pricing Challenges 234 4PSYCHOLOGICAL DIMENSIONS IN MARKETING AND IMPLICATIONS FOR MARKETING STRATEGIES255 Behavioural Dimensions of Marketing 256 The Concept of Perception 268 Branding Commodities-A Behavioural Approach 284 Consumer Decision-Making Process and Marketing Strategies 289 Reference Group and Their Implications 326 Brands and Online Positioning 335 5ROLE OF PROMOTION, MARKETING COMMUNICATION AND MARKETING MIX ELEMENTS IN BRAND BUILDING343 Understanding Marketing Communication and Promotion 345 Psyche of Consumers 348 The Psychological and Sociological Interface-'The Four Forces'350 Changing Environment and Brands-Implications for Communication andPromotional Strategies 352 Synergizing Marketing Communication 367 Concept Selling and Marketing Communication 369 Creating Differentiation and Marketing Communication 371 Symbolic Branding 380 Directness and Subtlety in Advertising Appeals 388 Subtleties and Celebrities 390 Embedding Subtleties in the Cultural Context 392 Urban Time Poverty and Marketing Communication 393 Media Planning Strategies 399 Managing the Promotional Process (The Basics)401 Symbolic Promotional Plans 401 Direct Marketing 405 The Challenges 411 The Power of Brand Imagery 415 Critical Aspects of Brand Repositioning 421 Branding Strategies in a Changing Marketing Environment-The IndianContext 427 Mass Markets and Brand Building-Examples 430 Power of Contrast in the Marketing 448 Discernment of Contrasts by Consumers 449 Capturing Consumers' Emotional Contrasts 450 Communicating Contrasts through Experiential Aspects 451 Brand Loyalty-Myth or Reality 453 Brand Perception and Brand Strategies 462 REFERENCES465 INDEX 479
8131700976
658.8343 / KUM