Marketing Strategy and Competitive Positioning pdf ebook
Figure 6.5 Marketing assets Customer-based assets
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hooley graham et al marketing strategy and competitive posit
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Figure 6.5
Marketing assets Customer-based assets Relationships with customers Company name and reputation Brands, country of origin Market domination Superior products and services Supply chain assets Distribution control Pockets of strength Distribution uniqueness Distribution network and relationships Security of supply Supplier network and relationships Marketing assets Internal support assets Cost advantages Information systems Technical skills Production expertise Copyrights and patents Franchises and licences Partnerships Alliance-based assets Access to markets Access to management skills Shared technology Exclusivity 151 CREATING AND EXPLOITING MARKETING ASSETS Also important is how firms deal with bad publicity. The reputation of the US tyre manu- facturer Firestone was badly damaged by a very ‘public’ argument with Ford over the cause of 170 traffic deaths and hundreds of accidents in the US involving the Ford Explorer SUV, fitted with Firestone tyres. Ford eventually recalled 13 million tyres at a cost of $3 billion (Marketing Business, July/August 2001). Skoda cars were best known in Britain in the mid-1990s as the butt of bad jokes. For example, ‘What do you call a Skoda with twin exhaust pipes?’. Answer: ‘A wheelbarrow’. The jokes merely reflected widespread and erroneous beliefs that the cars were of poor quality. In 1995, Skoda was preparing to launch a new model in the UK and did ‘blind and seen’ tests of the consumers’ judgement of the vehicle. The vehicle was rated as better designed and worth more by those who did not know the manufacturer. With the Skoda name revealed, perceptions of the design were less favourable and estimated value was substantially lower. Subsequent advertising made a joke of this image, showing customers happy with the cars but embarrassed at buying a Skoda. By also showing that Skoda had the strength of VW behind it (visually shown in poster advertisements as a VW shadow behind the Skoda) following acquisition, positive brand values were steadily built. Lidl has recently done something very similar in a recent television campaign. In it, a market stall is seen selling (what seem like) artisan products at very low prices. Indeed, some of the customers remark on the low price for the quality of products on sale. The customers are then told that the products they have been raving about are all from Lidl – and of course they are very surprised. Surprise would seem an erroneous reaction; however, this highlights a skewed reputation (or perception), as the quality of the products on offer at Lidl is clearly very high. This leads us from company name and reputation to brands. Brands The identity and exploitation of brands remain central to many views of marketing. For example, Interbrand annually reports the most valuable brand names in the world. The top ten results are presented in Table 6.1 (and are regularly updated by the company on their website at http://www.interbrand.com/best-brands). Building brand value takes time and Rank 2009 2013 2018 2018 value ($US bn) 1 Coca-Cola Apple Apple 214.4 2 IBM 155.5 3 Microsoft Coca-Cola Amazon 100.7 4 General Electric IBM Microsoft 92.7 5 Nokia Microsoft Coca-Cola 66.3 6 McDonald’s GE Samsung 59.8 7 McDonald’s Toyota 53.4 8 Toyota Samsung Mercedes 48.6 9 Intel Intel 45.1 10 Disney Toyota McDonald’s 42.9 Source: Interbrand ‘Best Global Brands’ ranking data (2009, 2013, 2018). Download 6.59 Mb. Do'stlaringiz bilan baham: 
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