for every company to choose for successful operation on the
market: Competitive strategiesCost leadership
Differentiation
Focus (Concentration)
AVK PiK SPbPU
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STRATEGIC MANAGEMENT Theme Porter’s competitive strategies. Differentiation
Содержание
- 1. STRATEGIC MANAGEMENT Theme Porter’s competitive strategies. Differentiation
- 2. Competitive StrategiesAccording to M. Porter there are
- 3. DifferentiationEssentially external orientation using brand imageIt creates:
- 4. Differentiation: Russian aspectsSo, in Russia a brand
- 5. Steps to create brandAnalysis of existing brandsBrand
- 6. Brand name originName of the founder (Boeing,
- 7. Brand name’s originAbbreviationIBM – International Business Machines
- 8. Brand name originEmotionsFreshnessClearness PowerFreedom Independence PurityLoveSureness …………….AVK PiK SPbPU
- 9. To choose the figure123456AVK PiK SPbPU
- 10. Brand managementBrand developmentBrand supportRe-branding (Brand repositioning)Euthanasia (death lethal injection)ReincarnationAVK PiK SPbPU
- 11. Brand evaluationThree main methods of brand value
- 12. Differentiation: Most valuable brands of
- 13. Differentiation: Most valuable brands of
- 14. Differentiation: Most valuable brands of
- 15. Differentiation: Most valuable brands of
- 16. Differentiation: Most valuable brands of
- 17. Differentiation: Most valuable brands of
- 18. Differentiation: Most valuable brands of the year 2000 AVK PiK SPbPU
- 19. Differentiation: Most valuable Russian brands
- 20. Differentiation: Most valuable Russian brands
- 21. Differentiation: Most valuable Russian brands
- 22. Differentiation: Most valuables Russian brands of the year 2005AVK PiK SPbPU
- 23. Differentiation: Russian aspects1. Now it’s time to
- 24. Russian versus Foreign BrandsAs purchasing power among
- 25. Brand names Examples VALIO Valio is one
- 26. Brand names Examples AVK PiK SPbPU
- 27. Russian versus Foreign BrandsPromotion and advertising of
- 28. Russian versus Foreign BrandsCompetition between local brands
- 29. Differentiation: Russian aspectsRussian attitudes to brands, though,
- 30. Differentiation: Russian aspectsRussian brands - particularly food
- 31. Differentiation: Russian aspectsA huge opportunity lies in
- 32. Differentiation: Russian aspectsLoyalty to local brandsa manifestation
- 33. Скачать презентанцию
Competitive StrategiesAccording to M. Porter there are only three strategies for every company to choose for successful operation on the market: Competitive strategiesCost leadershipDifferentiationFocus (Concentration)AVK PiK SPbPU
Слайды и текст этой презентации
Слайд 1STRATEGIC MANAGEMENT
Theme Porter’s competitive strategies. Differentiation
Dr. Prof. Alexander Kozlov
21/1/12016
Слайд 2Competitive Strategies
According to M. Porter there are only three strategies
Cost leadership
Differentiation
Focus (Concentration)
Слайд 3Differentiation
Essentially external orientation using brand image
It creates:
Brand loyalty by
customers
Perception of exclusivity
Reduces price sensitivity of customers
Increases margins, avoiding need
for low cost operations High margins help with suppliers and distributors
AVK PiK SPbPU
Слайд 4Differentiation: Russian aspects
So, in Russia a brand is
Product symbol
which is
registered ®
well-known among representatives of
the target groups connected in mind of consumers with definite product and /or company
AVK PiK SPbPU
Слайд 5Steps to create brand
Analysis of existing brands
Brand positioning
Development of the
brand idea
Choice of promotion strategy
Promotion campaign
Than ..... Brand management
AVK
PiK SPbPU 
Слайд 6Brand name origin
Name of the founder (Boeing, Chrysler, Ferrari, Тиньков
(Tinkoff), Peugeot, Parker, Porsche)
Connected names (IKEA – Ingvar Kamprad, born
on the farm Elmtaeryd nearby Agunnaryd, Mercedes – daughter's name, Carlsberg – son’s name)AVK PiK SPbPU
Слайд 7Brand name’s origin
Abbreviation
IBM – International Business Machines
RAMEC – Russian-AMerican
Electronic Company
ABB – Acea Brown Bovery
FIAT – Italian Automobile
Fabric in TourineАвтоВАЗ, ГАЗ, УАЗ, BMW и пр.
AVK PiK SPbPU
Слайд 8Brand name origin
Emotions
Freshness
Clearness
Power
Freedom
Independence
Purity
Love
Sureness
…………….
AVK PiK
SPbPU
Слайд 10Brand management
Brand development
Brand support
Re-branding (Brand repositioning)
Euthanasia (death lethal injection)
Reincarnation
AVK
PiK SPbPU
Слайд 11Brand evaluation
Three main methods of brand value measuring
Evaluation of additional
income from the brand (ROI method)
Comparison with value of similar
brandsCost of brand development and promotion
AVK PiK SPbPU
Слайд 23Differentiation: Russian aspects
1. Now it’s time to construct brands, in
consumer goods markets in particular (Cosmetics, food, furniture, clothing etc.).
2.
Russian versus foreign BrandsFood – preferably Russian brands «Чудо», «Домик в деревне», «Бородинский»
Clothe – “foreign” brands “Isi”, “Designi”, “Gregory”, “Oggi”, “Palmetta”
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Слайд 24Russian versus Foreign Brands
As purchasing power among Russia's various consumer
segments has increased, a preference for domestically produced items (Russian
brands) has also increased.Some foreign manufacturers have sought to become more competitive on the market through local production of "Russian" brands, creating "national" brands, which have gained popularity among Russian consumers.
AVK PiK SPbPU
Слайд 25Brand names
Examples
VALIO Valio is one of the biggest and
foremost food companies exporting to Russia. Valio's Russian operations has
been organised under OOO Valio covering activities in St. Petersburg and Moscow.Brands : Viola, Valio Butter (imported butter market leader in Moscow and St. Petersburg), Valio Oltermanni, Valio Gefilus
AVK PiK SPbPU
Слайд 27Russian versus Foreign Brands
Promotion and advertising of international brands has
increased. Aggressive advertising, promotion policy, and slight decrease in prices
are currently the three most important factors shaping consumer choice.AVK PiK SPbPU
Слайд 28Russian versus Foreign Brands
Competition between local brands and international brands
is intense. International brands, particularly in the fast-moving consumer goods
market, have benefited from a recognized reputation and the improved financial situation of Russia's consumers.Local brands are currently perceived as high quality, a good value-for-money, and benefit from Russians' patriotic impulse to buy "Russian-made" products.
AVK PiK SPbPU
Слайд 29Differentiation: Russian aspects
Russian attitudes to brands, though, were shaped by
1998. The glamour attached to non-Russian global brands has been
replaced by a trust in Russian alternatives.AVK PiK SPbPU
Слайд 30Differentiation: Russian aspects
Russian brands - particularly food and cosmetics -
are generally seen as less artificial, more affordable, and of
equal if not higher quality to non-Russian products.But most Russian brands are not very proactive in marketing terms, there is huge scope for international brands to counter such impressions.
AVK PiK SPbPU
Слайд 31Differentiation: Russian aspects
A huge opportunity lies in the shift towards
new distribution channels: suburban mega stores, discount houses, and most
importantly door-to-door salesmen (very rare in the old Russia).AVK PiK SPbPU
Слайд 32Differentiation: Russian aspects
Loyalty to local brands
a manifestation of the Russian
sense of being an exception:
the widely held belief in
Russia's status and role as a world power (a sense the current government is keen to bolster). AVK PiK SPbPU
