1、,PRICE,CREATING GROWTH WORKSHOP,PERCEIVEDQUALITY,BRANDEQUITY,=,=,PROFIT $,PROFIT $,PROFIT $,PROFIT $,COST MANAGEMENT,PROFIT $,COST MANAGEMENT,PROFIT $,PROFIT $,Fixed costs environment,GROWTH EQUATION,All rights reserved, 2001,CREATING GROWTH WORKSHOP,FIXED COSTS ENVIRONMENT,PROFIT = REVENUE - TOTAL
2、COSTS (TC),TOTAL COSTS = FIXED COSTS (FC) + VARIABLE COSTS (VC),VARIABLE COSTS (VC) =,DIRECT LABOUR,MATERIAL PER UNIT,OVERHEADS,ADVERTISING,R&D,All rights reserved, 2001,CREATING GROWTH WORKSHOP,FIXED COSTS ENVIRONMENT,PROFIT = REVENUE - TOTAL COSTS (TC),TOTAL COSTS = FIXED COSTS (FC),REVENUE,VOLUME
3、,PRICE,All rights reserved, 2001,CREATING GROWTH WORKSHOP,PERCEIVED QUALITY,CoreBenefitor Service,BrandName,Capabilities,Packaging,Design & Styling,Quality,Features,Personnel,Warranty,Installation,Core product,Actual Product,Augmented Product,Aftersalessupport,CustomerService,Delivery&Credit,All rig
4、hts reserved, 2001,CREATING GROWTH WORKSHOP,BRAND EQUITY,BRAND EQUITY,NameSymbol,Brand Loyalty,Name Awareness,Perceived Quality,Brand Associations,Other Proprietary Brand Assets,Provides Value to Customer by enhancing customers Interpretation/Processing of information Confidence in the Purchase deci
5、sion Use Satisfaction,Provides Value to Firm by enhancing Efficiency and Effectiveness of marketing programs Brand Loyalty Prices/Margins Brand extensions Trade Leverage Competitive advantage,All rights reserved, 2001,CREATING GROWTH WORKSHOP,BRAND LOYALTY,Switchers/Price sensitiveIndifferent - no b
6、rand loyalty,Satisfied/ Habitual BuyerNo reason to change,Satisfied Buyerwith switching Costs,Likes the Brandconsiders its a friend,CommittedBuyer,All rights reserved, 2001,CREATING GROWTH WORKSHOP,BRAND AWARENESS,Unaware of Brand,Brand recognition,Brand recall,Top of Mind,All rights reserved, 2001,
7、CREATING GROWTH WORKSHOP,VALUE OF BRAND AWARENESS,BRANDAWARENESS,Anchor to which other associations can be attached,Familiarity - Liking,Signal of substance / commitment,Brand to be considered,All rights reserved, 2001,CREATING GROWTH WORKSHOP,BRANDASSOCIATIONS,Help process/Retrieve Information,Diff
8、erentiate/position,Reason-to-buy,Create positive attitudes/Feelings,THE VALUE OF BRAND ASSOCIATIONS,Basis for extensions,All rights reserved, 2001,CREATING GROWTH WORKSHOP,BRAND REVITALISATION,Increasing Usage,Finding New Uses,Entering New Markets,Repositioning the Brand,Augmenting the Product/service,Obsoleting existing products,Extending the Brand,REVITALISING THE BRAND,All rights reserved, 2001,
