Lesson Objectives By the end of today’s lesson you: –MUST be able to explain what is branding and relationship marketing –SHOULD be able to explain how.

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Presentation transcript:

Lesson Objectives By the end of today’s lesson you: –MUST be able to explain what is branding and relationship marketing –SHOULD be able to explain how branding and relationship marketing increase product demand

Branding

TASK You have 5 minutes Name all the brands on the sheet.

TASK1TASK1

Coke X box Manchester United Tesco Body Shop Ford Adidas Cadbury MSN Messenger Mc Donalds Motorola TASK1TASK1

What is branding? A brand is a name to identify a company or it's products It separates them from the competition. ‘Branding' of a company/product can be a logo, symbol, or even design features

Brand Building

Brand positioning Positioning is how a product appears in relation to other products in the market Brand extension This is the use of a successful brand name to launch a new or modified product into the same market.

Why use branding? Recognition Helps businesses differentiate their products from competitors Encourages repeat purchase Builds trust (Loyalty)

How have they built their brand image? What type of products do they offer? Price? Promotion? What is their image in relation to their competitors?

Excellent quality products – fresh, made on the day food High quality ingredients – free from additives and artificial flavouring Staff are highly trained – making the ingredients themselves on the day, providing excellent customer service Easily recognised – customers always know where they will be located, shopping centres Have been operating for a long time, across the city. Created the image of experience and reliability – more trustworthy then other brands. Customers have bought their products and feel it is of high value for money

Relationship Marketing

What is it? It involves using methods and tactics to develop long term relationship with customers in order to retain them. How?  attract customers - promoting the product and brand, quality of products/services, competitive prices.  Retaining customers - loyalty cards, good customer service, product variety and quality.

Prêt A Manger’s use of relationship marketing Develops a sense of relationships by creating handmade natural food Prêt Card Delivery Service