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Lecture Strategic market management: Chapter 11 - David A. Aaker

Lecture Strategic market management: Chapter 11 - Energizing the business. This chapter presents the following content: innovating the offering, energizing the brand and marketing, increasing the usage of existing customers. | Chapter 11 - Energize the Business PPT 11- Energizing the Business Chapter Eleven Chapter 11 - Energize the Business PPT 11- Growth Strategies Energize the business (Chapter 10) Leverage the business (Chapter 11) Create a new business (Chapter 12) Go global (Chapter 13) Chapter 11 - Energize the Business PPT 11- Growth in Existing Product Markets Innovating the Offering Using Branded Differentiators Energizing the Brand & Marketing Using Branded Energizers Increasing the Usage of Existing Customers Chapter 11 - Energize the Business An actively managed, branded feature, ingredient or technology, service, or program that creates a meaningful, impactful point of differentiation for a branded offering over an extended period of time. Branded Differentiator Strategic Market Management 7th Edition – David Aaker Chapter 11 - Energize the Business PPT 11- Strategic Market Management 7th Edition – David Aaker Westin hotel chain created the Heavenly Bed in 1999 It was a . | Chapter 11 - Energize the Business PPT 11- Energizing the Business Chapter Eleven Chapter 11 - Energize the Business PPT 11- Growth Strategies Energize the business (Chapter 10) Leverage the business (Chapter 11) Create a new business (Chapter 12) Go global (Chapter 13) Chapter 11 - Energize the Business PPT 11- Growth in Existing Product Markets Innovating the Offering Using Branded Differentiators Energizing the Brand & Marketing Using Branded Energizers Increasing the Usage of Existing Customers Chapter 11 - Energize the Business An actively managed, branded feature, ingredient or technology, service, or program that creates a meaningful, impactful point of differentiation for a branded offering over an extended period of time. Branded Differentiator Strategic Market Management 7th Edition – David Aaker Chapter 11 - Energize the Business PPT 11- Strategic Market Management 7th Edition – David Aaker Westin hotel chain created the Heavenly Bed in 1999 It was a custom-designed mattress set wit 900 coils, three versions of the cosy blanket, a crisp duvet, three sheets of exceptional quality and five goose down pillows The Heavenly Bed became a branded differentiator in a crowded category where differentiation is a challenge – it offered substantial improvement on a regular bed and guaranteed a good nights sleep During the first year of its life, hotel sites offering the Heavenly Bed had a 5% increase in customer satisfaction As with all branded differentiators, the Heavenly Bed is actively managed by Westin The concept has been expanded to include Heavenly Bath – custom designed showers with dual shower heads The Heavenly Bed and Bath are available to purchase from the Heavenly Online Catalogue, and every year 700 guests worldwide purchase a Heavenly Bed after staying in a Westin Hotel Chapter 11 - Energize the Business PPT 11- VVT-I Variable Value Timing—Intelligent Toyota VVT-i Chapter 11 - Energize the Business PPT 11- Branded Programs .