MKTG 707

PRODUCT AND BRANDING STRATEGY

Professor: Satish Jayachandran

E-mail: satish@moore.sc.edu
Office: BA 374
Tel: 803-777-4406
Office hours: T,Th 10:00 a.m. – 12 p.m. and by appointment.
Class hours: T,Th 2:00PM- 3:15PM, BA 584
Course page: Access via blackboard at http://blackboard.sc.edu/
Course Material: http://cb.hbsp.harvard.edu/cb/access/6483966

Relevance of the Course

Marketing as an organizational function is closely identified with Product and/or Brand Management. Ever since its
origin in Procter and Gamble as an organizational innovation to deal with the resource allocation and strategic
decision making needs of individual brands, brand management has become a widely accepted structural
arrangement in organizations. While product or brand management is more closely identified with consumer
marketing, nothing prevents its use in business markets. As such, knowledge of brand management is essential for
those contemplating a career in marketing. In addition, insights into brand management are relevant for people
planning a career in consulting and financial services, and for those interested in setting up their own ventures.

Learning Objectives of the Course

1. Examine the challenges of brand management.

2. Analyze the decision making process of brand managers.
3. Develop frameworks that will aid successful brand management.
4. Examine new product development and introduction.

Organization of the Course

The course is organized into three modules:

1. Product Module: In this module, we examine new product development, product design, and new product
introduction
2. Other Product Management Decisions: In this module, we deal with the positioning, communications, and
pricing decisions that fall within the purview of the product manager.
3. Brand Module: In this module, we focus on the meaning of a brand, brand audit, and brand valuation.

Teaching Method and Class Preparation

The teaching material used for the course will include a mix of cases, articles, and audio-visual material. Cases are
not meant to be examples, but as a means to examine the complex decision-making scenarios that product/brand
managers face. My role as a professor is merely to guide you in your discussion of the case by providing concepts
and alternative approaches. Therefore, thorough preparation of the case is imperative if the class is to deliver on its
learning objectives. Some cases would tend to be more quantitative while some others may emphasize the more
fuzzy aspects of decision-making. Regardless, a sincere attempt must be undertaken to employ the data provided in
the case in guiding decisions, in the true spirit of „evidence-based‟ marketing.

Grading and Course Requirements

Class Participation – 25
Reports – 25 (2.5, 2.5, 5, 10, 5)
Group Project 1 – 25
Group Project 2 – 25

Evaluation of Class Participation (25)

Discussion questions for each case will be posted on Blackboard. These questions, however, will not be exhaustive
and should not prevent students from raising other pertinent issues. Class participation will be evaluated as follows
for the cases as well as the non-case classes:

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A: Consistent, high-level participation displayed through questions, comments, new insights, and analytical rigor.
Original contributions that go beyond the mere restating of facts in the case and an ability to build on the comments
of others will be rewarded.

B: Consistent contribution to class discussion through questions and answers. Shows evidence of originality.

C: Periodic contributions to class discussion with relevant comments and questions. Needs to be called upon to
participate, but shows familiarity with the material.

D: Sporadic contributions to class discussion. When called upon to participate, does not show evidence of familiarity
with the material.

F: Passive member of the audience. No contribution to class discussion. When called upon to participate, does not
show evidence of familiarity with the material.

Needless to day, absences will seriously affect your participation grade. Being absent from class without a university
excused reason and without prior intimation will result in substantial reduction in points for class participation.
Disruptive behavior inside the classroom would also hurt your class participation grade. You accept responsibility for
any material or class credit opportunity missed due to absence from the class. I will cold-call on students to elicit
participation in the discussion.

Five Individual Reports (25)

These brief reports are due as stated in the schedule. The first two reports are worth 2.5 points each. The last three
are worth 5, 10, and 5 points each.

Group Projects

You will undertake two projects with a group. Students will form groups of 5 for the purpose of the group activities.
While ideally a team should not exceed 5 people, I reserve the right to change this to limit the number of teams to
10. As such, I may also combine smaller teams to form teams of the appropriate size. It is your responsibility to join
a team.

Group Project 1: New Product Development Project (25)

Your task for the paper is to develop a proposal for a new or redesigned product or service. In developing the
product concept, you can select an existing company or develop it for a new company. Teams should follow the IDEO
process (Understand-Observe-Visualize-Evaluate and Refine). In this project, you do not implement your idea.

The paper length should not exceed 20 pages (double-spaced, 12 pt. Times-New Roman) and should clearly discuss
how you implemented the IDEO process. The report should include a visual representation of the product or service
and a clear explanation of how it will serve customer needs better than existing products or services. In developing
new ideas, it would help to focus on major trends in consumption behavior. These trends include, among others, a
more environmentally conscious consumer, an aging population, and security concerns. If you think along these lines,
you can potentially develop ideas for designing or re-designing products to meet special needs that relate to one or
more of these concerns. While there is no fixed format for the report, at a minimum it should include:

a) An executive summary
b) Details of efforts made to understand the product or service
c) Details of observation of product use and identification of problems
d) Solution to the problems with a visual representation
e) Evaluation of the solutions and refinement

In grading the project, emphasis will be placed on the thoroughness of the process undertaken to develop the product
or service. The report is due as a hard-copy (to be followed by an e-mail attachment) on September 30, by 4:30
p.m. The report will be graded based on the breadth and rigor of the analysis, the relevance of the
recommendations, and structure and readability of the report. Typos and poor grammar will hurt your ability to get
a high grade. Please read and edit the report before it is submitted. In addition, the quality of the presentation will
also be considered in assigning the grade.

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Group Project 2: Dimensions of Brand Equity Project (25)

Your team will choose a brand and develop the dimensions of its brand equity using the ZMET approach. Based on
the identified dimensions, make recommendations on how the brand should be positioned. The report is due as a
hard-copy (to be followed by an e-mail attachment) on December 2, by 4:30 p.m. Late submissions will receive one
letter grade lower for each 24 hours beyond the due date. Report length should not exceed 20 double-spaced
pages in 12 pt. Times-New Roman font.

There is no fixed format for the report, but it should have:

1. An executive summary
2. Details of the process
3. Construct definition and verbal lexicon
4. Consensus map
5. Recommendations

The report will be graded based on the breadth and rigor of the analysis, the relevance of the recommendations,
and structure and readability of the report. Typos and poor grammar will hurt your ability to get a high grade.
Please read and edit the report before it is submitted. In addition, the quality of the presentation will also be
considered in assigning the grade.

Peer Evaluation

It is critical that each group member contributes equally to the effort for group assignments. All of us have busy
schedules juggling personal life, school work, outside work, etc. So make sure that you will have the time to devote to
group activities before you commit to this course. I take a dim view of “free-riding.” A peer evaluation form will be
used to assess the contribution of each individual to the group effort. I will take the average of peer assessment
scores for each student and multiply the group assignment scores with that to arrive at the student's project score. For
example, if the group‟s score is 100, and a student gets an evaluation of only 70% from other group members, the
student's group assignment score would be 70% of 100 -- 70. A peer evaluation form is attached to the syllabus. A
team without clear cut rating patterns will generally see minimal changes. Typically, those individuals that perform
clearly above or below average will see an impact on their grade. I reserve the right to ignore or adjust peer
evaluations where one individual was given a rating well below the others unless the team has attempted to deal with
the situation. Poor communication is not the hallmark of teams. I expect that most problem situations will be brought to
my attention well before projects are due.

Grades

A 900 and above

B+ 870 – 899
B 800 – 869
C+ 770 – 799
C 700 – 769
D+ 670 – 699
D 600 – 669
F Less than 600

Grades are not negotiable. To be fair to the entire class, there are no opportunities for extra credit assignments.
Exceptions will not be made for individual students. Grades can be changed only if I have made an input or
calculation error. I believe that we should maintain fairness and integrity. This means: (1) your opportunity to
achieve a successful outcome should be maximized, and (2) the integrity of the grading system should be upheld by
requiring a high level of performance from each student and rewarding those who perform at a superior level.

Academic Honesty
You are expected to follow the Honor Code of the University of South Carolina with respect to academic honesty.
Appropriate actions under the student code of academic conduct will be taken to remedy any alleged instance of
misconduct. Misconduct in this class includes, but is not limited to, cheating on any assignment or exam.

Accommodations for Students with Disabilities

Students requesting classroom accommodation are encouraged to contact me at the start of the semester so that we
can make the appropriate accommodations..
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 TENTATIVE SCHEDULE
Date Agenda Preparation
Aug 19 Course Overview No preparation required

Aug 24 Role of Product/Brand Manager Article:

Product Strategy 1. P&G High Frequency Stores Article (Blackboard)
2. Note on Marketing Strategy (9-598-061)

Watch: http://www.youtube.com/watch?v=3FWzsT70IHY

Submit: Student Information Sheet

Module 1 -- Product
Aug 26 Methods for New Product Design Article:
Product Development: A Customer-Driven Approach (9-695-016)

Watch: http://www.ted.com/talks/ray_kurzweil_on_how_technology_will_transform_us.html
Submit: Take a look at http://www.edge.org/documents/Invention.html#Johnson
Then, write a report that does not exceed two-pages on, in your opinion, the two
best new products of the last ten years. Submit a hard-copy in class. (2.5 points)

Aug 31 Methods for New Product Design Watch:

http://www.ted.com/talks/chris_bangle_says_great_cars_are_art.html
http://www.ted.com/talks/john_la_grou_plugs_smart_power_outlets_1.html
http://www.ted.com/talks/david_carson_on_design.html

Submit: A report that does not exceed two-pages on the role of Marketing in new
product development. Submit a hard-copy in class. (2.5 points)
Sept 02 Methods for New Product Design: Empathic Case:
Design IDEO Product Development (9-600-143)
Questions:
Project Discussion 1. How would you characterize Ideo‟s processes, culture, organization, and
management?
2. Should they accept the Visor project as is (on a dramatically reduced
schedule)? Should they try to get the launch schedule changed? Or
should they decline the project?

Article: The Power of Design (Blackboard)

Watch:
http://www.ted.com/talks/paul_bennett_finds_design_in_the_details.html
http://www.ted.com/talks/david_kelley_on_human_centered_design.html
Other Resources:
http://www.inventionatplay.org/inventors_ide.html
http://www.dmi.org/

Sept 07 Methods for New Product Design: Lead User Case:

Method Innovation at 3M Corporation (9-699-012)
Questions:
1. What is the Lead User Method?
2. Has the Medical-Surgical team applied the Lead User research process
successfully? Why or why not?
What should the Medical-Surgical lead User team recommend to Dunlop: the
three new product concepts or a new business strategy? What are the risks to the
Lead User process at 3M?

Sept 09 Methods for New Product Design: Conjoint Article:

Analysis
Understanding Conjoint Analysis in 15 Minutes (Blackboard)
Submit: Do the conjoint assignment posted on BB. Report your part-worths and
importance scores. Briefly explain what these mean in a report that does not
exceed two-pages total. (5 points)

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Sept 14 Forecasting Market Size Article:
Forecasting the Adoption of a New Product (9-505-062)
Sept 16 Forecasting Market Size Case:
Forecasting the Adoption of e-Books (9-505-063)
Submit: Prepare a 25-year forecast of e-book adoption. Use the spreadsheet
provided. (10 points)

Sept 21 New Product Introduction Case:

TIVO (9-501-038)
Questions:
1. Analyze the situation from the consumer‟s standpoint. What is TIVO?
What will facilitate its adoption? What factors make adoption difficult?
Who is TIVO best suited for?
2. From the standpoint of networks, advertisers, and cable/satellite
companies: what do they want TIVO to be?
3. Evaluate TIVO‟s planned communication campaign. Does your situation
analysis suggest an alternative plan

Sept 23 Project Work No Class Meeting; Meet in office if required

Sept 28 Project Presentation Presentation

Sept 30 Project Presentation Presentation; Report due from all groups.

Module 2 – Managing the Product

Oct 05 Pricing Decisions Article:
Principles of Pricing (9-506-021)

Oct 07 Pricing Decisions Case:

XM Satellite Radio (A) (9-504-009)
Questions:
1. Who should be the primary target market for XM?
2. What aspects need to be considered in pricing the radio receiver and
subscription fee? What is the best price for monthly subscription?
3. How should the price of the service change over time? Should they use a
skimming strategy or a penetration strategy?
4. What aspects should be considered in allowing advertising to run on
XM‟s service? How does this affect the optimal subscription price?

Submit: Plot demand curves of how Home and Car Radio sales will vary with
service fees (for different radio price levels). Use data on exhibit 9, case p. 23.
Briefly (in a page, single-spaced, Times New Roman 12 pt font) explain what
insight you can gain from this regarding subsidy for the radio. (5 points)
Oct 12 Communication Decisions Articles:
1. Integrated Marketing Communications (9-599-087)

Oct 19 Guest Speaker Mr. Duane Thomas, Michelin

Oct 21 Communication Decisions: Ethics Case:
Zeneca’s DTC Advertising of Nolvadex (BME-2)
Questions:
1. What uncertainties (medical and regulatory) did Zeneca face when they
decided to advertise Nolvadex direct to consumers? Did the company
decisions appropriately take these into consideration when deciding the
ad campaign?
2. What ethical and social ramifications were relevant in developing the ad
campaign? Were these issues adequately addressed?
3. Were the Nolvadex ads irresponsible as the breast cancer activists
claimed?
4. How should Zeneca have managed the protests of the breast cancer
activists?

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Oct 26 Communication Decisions: Online Social Media

Oct 28 Global Product Management Case:

Samsung Electronics Company: Global Marketing Operations (9-504-051)
Questions:
1. What are the ingredients of SEC‟s corporate turnaround strategy? What
are the implications for marketing?
2. How strong is the Samsung brand? Why? Can Samsung pass Sony and
become a top 10 global brand?
3. As CMO, what are Kim‟s roles and responsibilities? How has he built his
influence?

Nov 04 Module 3 – Building and Evaluating a Brand

Brand Building Articles (Blackboard):
1. What is a Brand?
2. Principles of Brand Building
3. Ivory, Crest, and Olay
See: http://www.brandtags.net/browse.php

Nov 09 Brand Meaning Case:

The Dimensions of Brand Equity for Nestle Crunch Bar: A Research Case (9-
Brand Project Discussion 500-083)

Nov 11 Brand Building & Evaluation Case:

Lenovo: Building a Global Brand (9-507-014)
Questions:
1. Why did IBM sell the PC business? Why did they sell to Lenovo?
2. What explains Lenovo‟s success prior to the acquisition?
3. What challenges did Lenovo face after the acquisition?
4. How should Lenovo handle the brand management challenges associated
with the acquisition?
5. In trying to become a global brand, does Lenovo have a problem coming
from China?

Nov 16 Brand Valuation Articles (Blackboard):

1. Brand Valuation
2. BrandZ Ranking

Nov 18 Brand Management Case:

Inside Intel Inside (9-502-083)

Questions:
1. What was the original motivation behind Intel‟s decision to launch the
Intel Inside branding campaign?
2. What factors accounted for the success of the campaign?
3. Assess Intel‟s brand health. What are its core values? What about the
delivery of benefits? Has the brand remained relevant? What about
consistency of positioning?
4. How has the company‟s advertising evolved over time?
5. What does it take for a company to pull of an ingredient branding
effort?
6. Should they extend the “Intel Inside” campaign to non-PC categories?

Nov 23 Project Work No class meeting; Meet in office if required

Nov 30 Brand Equity Project Presentation Presentation

Dec 02 Brand Equity Project Presentation Presentation; Report due from all groups

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 PEER EVALUATION FORM FOR GROUP PROJECTS

Group Number:

Assign each team member a score out of 100 points based on each member‟s relative contribution
to the group effort. If all members contributed equally, each person should receive 100 points.
You must rate yourself as well as your peers.

Name: Score:

1.

2.

3.

4.

5.

If you had a problem with a particular group-member, did you bring it to his/her notice in order
to give that person a chance to improve?
Yes No

Justification for the assigned scores:

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 STUDENT INFORMATION SHEET – MKTG 707
Please complete this form and return it to me

Name: Diego Garcia Bayce E-Mail dgarciabayce@gmail.com

Undergraduate/Graduate Degree(s): Bachelor of Arts in Accounting

Please list any marketing courses you have already taken (including your undergraduate degree):
DMSB716 Global Marketing

Briefly summarize your work experience (title, organization, main responsibilities):

ENCE (pulp mill project): Head of Finance
AB InBev: Management Analyst
KPMG : Audit Team Leader

Why this course? / What would you like to learn?

I focused my career on Finance, but I would like to add marketing skills, to better understand
the business beyond finance. I still haven´t decided my future concentration, but I enjoy marketing
classes. I would like to learn the basics, that make me possible to go further in depth in the future.

Tell me something interesting about you (interests, hobbies, talents, etc.)

I focused my career on Finance, but I realise I enjoy marketing a lot, and would like to better
understand different career paths in that field.

Feel free to make additional comments on the reverse side of this page.