B12: Marketing og E-business Lektion 7

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B12 Marketing og E-businessLektion 7

• Mads Vangkilde

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Opsamling Case og teori

• Emner der berøres..
• Case gennemgang
• Teorien
• Uklarheder
• Uddybninger
• Viderebygning

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Product Branding
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Matas Gruppe 4

• Udviklingsniveauet af Matas Brand og
  perspektiverne heraf?
• Diskuter og sammenlign Matas udviklingsbaggrund
  i forhold til de faktorer der har formet
  udviklingen i UK
• Forklar Matas store image udfra Semeijn et al.
• Hvordan kan Matas brand forstås udfra Berrys
  model?

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Udviklingen af retail brands
1st generation 2nd generation 3rd generation 4th generation
Type of brand Generic, no name, brand free, unbranded Quasi-brand, Own label Own brand Extended own brand
Strategy Generics Cheapest price Me-too Value-added
Objective Increase margins, provide choice in pricing Increase margins, Reduce power, provide better value (Q/) Enhance category margins, Expand assortment Increase and retain the client base, enhance category margins, image, differentiation
Product Basic and functional One-off staple lines (large volumes) Big category products Image forming, large of prod. w. small volume
Technology Simple production, basic technology Technology still lagging Close to brand leaders Innovative technology
Quality/Image Lower quality, inferior image Medium quality Comparable to leaders Same or better than leaders, Innovative
Approximate pricing gt20 cent below 10-20 cent below 5-10 cent below Equal or higher
Consumers motivation to buy Price Still price Quality AND price Better and unique products
Supplier National, not specialised National, partly specialised National, mostly specialised International, mostly own brands
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5th generation retail brands
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Mediating effects of store image
Antecedents
Mediators
Outcome
Perceived Psychosocial Risk
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Physical Layout
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Merchandise
Perceived Functional Risk
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Service
Perceived Financial Risk
Store Image
Product Class
Store Brand
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Service-Branding Model
Companys presented brand
Brand awareness
External brand communications
Brand equity
Customer experience with company
Brand meaning
Berry, 2000
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Sub-dimensions of Brand-Building Blocks
Loyalty Attachment Community Engagement
Quality Credibility Consideration Superiority
Warmth Fun Excitement Security
Social approval Self-respect
User profiles Purchase Usage
situation Personalities Values History,
Heritage Experience
Primary characteristics Secondary features
Product reliability, Durability
Serviceability
Service effectiveness, Efficiency Empathy
Style Design
Price
Category Identification Needs Satisfied
Keller, 2001
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Case
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Pause

• 10 min.

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Reklamer og effekt
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Internet og effekt af reklame

• v. Lars Bech Christensen

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Anbefalet læsning

• Grundbog Vesterby Chabert 2000
• Vakratsas Ambler 1999
• Pavlou Stewart 2000
• Dahlen 2002
• Chandon et al 2003
• 4 sidste findes på Sitescape!

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Lektion 8 Case 30/03

• Promotion/reklame
• Sitescape handout
• Lektion 8 yesmail.com
• Mette J, Jeanette, Thomas S, Anne Tina

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yesmail.com Gruppe 5

• Permission mail i forhold til formål andre
  muligheder?
• Hvad er udbyttet af denne form for reklame?
• Hvordan kan yesmail.com måle effekten af en
  kampagne?
• Hvem er yesmails.coms kunder?

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Case til Lektion 8