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PRODUCT CONCEPTS & PRODUCT CONCEPTS & STRATEGIESSTRATEGIES
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At the heart of a great brand is At the heart of a great brand is a great producta great product
1.1. Define the term Define the term product.product.
2. Classify consumer products.2. Classify consumer products.
3. Define the terms 3. Define the terms product item, product line, product item, product line, andand product mix product mix..
4.4. Describe marketing uses of branding.Describe marketing uses of branding.
You will learn to ...You will learn to ...
5. Describe marketing uses of packaging 5. Describe marketing uses of packaging and labeling.and labeling.
6. Discuss global issues in branding 6. Discuss global issues in branding and packaging.and packaging.
7.7. Describe how and why product warranties Describe how and why product warranties are important marketing tools.are important marketing tools.
12-5
ProductProduct
Anything that can be offered to a market to satisfy a want or need.
Physical Goods, services, experiences, events, persons, places, properties,
organizations, information, ideas
ProductProduct1.1. Everything, both Everything, both
favorable and favorable and
unfavorable, that a unfavorable, that a
person receives in an person receives in an
exchange.exchange.
2.2. Product means the need Product means the need
satisfying offering of a satisfying offering of a
firm.firm.
3.3. Goods and/or services Goods and/or services
are the productare the product
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Components of the Market Components of the Market OfferingOffering
What is a Product?What is a Product?
Promotion
ProductProduct is
the “heart” ofMarketing
Mix
ProductProduct is
the “heart” ofMarketing
Mix
Place (Distribution)
Price
Product ClassificationsProduct Classifications
BusinessBusinessProductProduct
Consumer Consumer ProductProduct
A product used to manufacture other goods or services, to facilitate an
organization’s operations, or to resell to other consumers.
Product bought to satisfy an individual’s personal wants
Kodak Advantix
Business ProductBusiness Product
Products that are sold to other businesses as Products that are sold to other businesses as opposed to end consumers, and used to opposed to end consumers, and used to produce other products.produce other products.
Source: Source: Boundless LearningBoundless Learning - - CC BY-SA 3.0CC BY-SA 3.0
A product used to manufacture other goods or services, A product used to manufacture other goods or services, to facilitate an organization’s operations, or to resell to to facilitate an organization’s operations, or to resell to other consumers.other consumers.
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Categories of Business ProductsCategories of Business Products
BusinessBusiness-to--to-businessbusiness (B2B) describes commerce transactions (B2B) describes commerce transactions between businesses, such as between a manufacturer and a between businesses, such as between a manufacturer and a wholesaler or a wholesaler and a retailer.wholesaler or a wholesaler and a retailer.
B2B transactions involve many classifications B2B transactions involve many classifications of of businessbusiness productsproducts, including the following: Raw Materials: A , including the following: Raw Materials: A raw material is the basic material from which a product is raw material is the basic material from which a product is manufactured or made.manufactured or made.
Equipment: Equipment includes Equipment: Equipment includes productsproducts used in production used in production activities and operational activities.activities and operational activities.
Equipment includes large buildings that serve as places Equipment includes large buildings that serve as places of of businessbusiness for other companies. for other companies.
Processed Materials: These Processed Materials: These productsproducts are created from raw are created from raw materials and are used in the production of another product.materials and are used in the production of another product.
BusinessBusiness-to--to-businessbusiness (B2B) transactions involve many (B2B) transactions involve many classifications of classifications of business productsbusiness products..
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Categories of Business ProductsCategories of Business Products
BusinessBusiness productsproducts represent a very important product represent a very important product category, and in the case of some manufacturers, they category, and in the case of some manufacturers, they are the only product sold.are the only product sold.
Manufactured Manufactured productsproducts are those that have undergone are those that have undergone some processing.some processing.
Lumber and crude oil are examples of these types Lumber and crude oil are examples of these types of of productsproducts..
These These productsproducts are normally purchased as are normally purchased as convenience convenience productsproducts with a minimum of effort and with a minimum of effort and evaluation.evaluation.
BusinessBusiness services include maintenance, repairs, and services include maintenance, repairs, and advisory.advisory.
BusinessBusiness productsproducts are sold to other businesses, as are sold to other businesses, as opposed to convenience, shopping, and opposed to convenience, shopping, and specialty specialty productsproducts, which are sold to consumers., which are sold to consumers.
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Types of Consumer ProductsTypes of Consumer Products
UnsoughtProducts
UnsoughtProducts
SpecialtyProductsSpecialtyProducts
ShoppingProducts
ShoppingProducts
ConvenienceProducts
ConvenienceProducts
ConsumerConsumerProductsProducts
ConsumerConsumerProductsProducts
BusinessBusinessProductsProductsBusinessBusinessProductsProducts
PRODUCTSPRODUCTSPRODUCTSPRODUCTS
Types of Consumer ProductsTypes of Consumer Products
SpecialtyProducts
ConvenienceProducts
ShoppingProducts
UnsoughtProducts
Types of Consumer ProductsTypes of Consumer Products
ConvenienceProduct
ConvenienceProduct
ShoppingProduct
ShoppingProduct
SpecialtyProduct
SpecialtyProduct
UnsoughtProduct
UnsoughtProduct
A relatively inexpensive item that merits little shopping effort.A relatively inexpensive item that merits little shopping effort.
A product that requires comparison shopping, because it is usually more expensive and found in fewer stores.
A product that requires comparison shopping, because it is usually more expensive and found in fewer stores.
A particular item that consumerssearch extensively for and are reluctant to accept substitutes.
A particular item that consumerssearch extensively for and are reluctant to accept substitutes.
A product unknown to the potential buyer or a known product that the buyer does not actively seek.
A product unknown to the potential buyer or a known product that the buyer does not actively seek.
Convenience Product – purchased Convenience Product – purchased quickly with little effortquickly with little effort
StaplesStaples
Impulse ProductsImpulse Products
Emergency Products
Emergency Products
Products that are bought often, routinely, and without much thought – like breakfast cereals, bread, butter.
Products that are bought often, routinely, and without much thought – like breakfast cereals, bread, butter.
Products that are bought quickly – as unplanned purchases – because of strongly felt need. candy, chocolate, magazines,
novelties, snacks.
Products that are bought quickly – as unplanned purchases – because of strongly felt need. candy, chocolate, magazines,
novelties, snacks.
Products that are purchased immediately when the need is great.
Products that are purchased immediately when the need is great.
The customer doesn’t have time to shop around when a accident occurs, or an important party
starts
The customer doesn’t have time to shop around when a accident occurs, or an important party
starts
Shopping Products – are products that a Shopping Products – are products that a customer feels are worth the time and effort to customer feels are worth the time and effort to
compare with competing productscompare with competing products
Homogeneous Products
Homogeneous Products
Heterogeneous Products
Heterogeneous Products
Products the customer sees as basically the same – and wants at the
lowest price. E.g.. Microwaves etc.
Products the customer sees as basically the same – and wants at the
lowest price. E.g.. Microwaves etc.
Products the customer sees as different – and wants to inspect for
quality and suitability. Furniture, cameras etc.
Products the customer sees as different – and wants to inspect for
quality and suitability. Furniture, cameras etc.
Specialty ProductsSpecialty Products
Unsought Products
Unsought Products
No Substitute please! No Substitute please!
e.g. Grave stones, Life insurancese.g. Grave stones, Life insurances
Product Items, Lines, and MixesProduct Items, Lines, and Mixes
Product ItemProduct Item
Product LineProduct Line
Product MixProduct Mix
A specific version of a product that can be designated as a distinct offering among an organization’s products.
A specific version of a product that can be designated as a distinct offering among an organization’s products.
A group of closely-related product items.
A group of closely-related product items.
All products that an organization sells.
All products that an organization sells.
P&G Product MixP&G Product Mix
It is It is estimated estimated
that at that at least one least one of P&G's of P&G's
more than more than 100 100
consumer consumer products products
can be can be found in found in
every every household household in World. in World.
Gillette’s Product Lines and MixGillette’s Product Lines and Mix
Blades and Writingrazors Toiletries instruments Lighters
Mach 3 Series Paper Mate CricketSensor Adorn Flair S.T. Dupont Trac II ToniAtra Right GuardSwivel Silkience Double-Edge Soft and Dri Lady Gillette Foamy Super Speed Dry LookTwin Injector Dry Idea Techmatic Brush Plus Venus
Width of the product mixWidth of the product mix
Dep
th o
f th
e p
rod
uc
t lin
esD
epth
of
the
pro
du
ct
lines
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Product-Mix Width and Product-Line Length for Product-Mix Width and Product-Line Length for Proctor& Gamble Products Proctor& Gamble Products
PRODUCT-LINE LENGTH
Product-Mix Width
Detergents ToothpasteDisposable Bar Soap Diapers
Paper Tissue
Ivory Snow (1930)
Dreft (1933)
Tide (1946)
Cheer (1950)
Gleem (1952)
Crest (1955)
Ivory (1879)
Kirk’s (1885)
Lava (1893)
Camay (1926)
Pampers (1961)
Luvs (1976)
Charmin (1928)
Puffs (1960)
Banner (1982)
Summit (1992)
Product Mix – P & GProduct Mix – P & G
Product Mix - UnileverProduct Mix - Unilever
Product LineProduct Line
A group of related products manufactured A group of related products manufactured by a single company. For example, a by a single company. For example, a cosmetic company's makeup product line cosmetic company's makeup product line might include foundation, concealer, might include foundation, concealer, powder, blush, eyeliner, eyeshadow, powder, blush, eyeliner, eyeshadow, mascara and lipstick products that are all mascara and lipstick products that are all closely related. The same company might closely related. The same company might also offer more than one product line. also offer more than one product line.
Product LineProduct Line
Firms may decide to split their product mix into groups known as Firms may decide to split their product mix into groups known as product lines. A product line is a number of products grouped product lines. A product line is a number of products grouped together based on similar characteristics. The characteristic used to together based on similar characteristics. The characteristic used to split products, will depend on the firm and its product strategy. They split products, will depend on the firm and its product strategy. They include product price, product quality, who the product is aimed at include product price, product quality, who the product is aimed at (target group), and product specification/features. For example (target group), and product specification/features. For example Samsung's mobile phones are divided into product lines based on the Samsung's mobile phones are divided into product lines based on the following features; touch screens, slider/folders, QWERTY keyboards following features; touch screens, slider/folders, QWERTY keyboards and bar phones. Product lines help firms manage their products as and bar phones. Product lines help firms manage their products as product strategy can be designed around product lines. This is useful product strategy can be designed around product lines. This is useful if the firm has a large product mix as there is less need to if the firm has a large product mix as there is less need to concentrate on individual product type strategy.concentrate on individual product type strategy.
Product Line - LengthProduct Line - Length
The product line length shows the number of different The product line length shows the number of different products in a product line. A long product line has lots of products in a product line. A long product line has lots of different products in it and a short product line has a small different products in it and a short product line has a small number of different products. The product manager's job is to number of different products. The product manager's job is to work out how many products to include in the product line. If work out how many products to include in the product line. If there are too many product types in a product line, they will there are too many product types in a product line, they will begin to compete with each other, increase costs begin to compete with each other, increase costs unnecessarily and even confuse customers. If the product line unnecessarily and even confuse customers. If the product line is too short it will limit customer choice and send customers to is too short it will limit customer choice and send customers to competitors with a greater selection of products.competitors with a greater selection of products.
Benefits of Product LinesBenefits of Product Lines
Equivalent QualityEquivalent Quality
Efficient Sales andDistribution
Efficient Sales andDistribution
Standardized Components
Standardized Components
Package UniformityPackage Uniformity
Advertising EconomiesAdvertising Economies
Why Form Why Form Product Lines?Product Lines?
Why Form Why Form Product Lines?Product Lines?
Product Line DepthProduct Line Depth
Attracts buyers with different preferencesIncreases sales/profits by further
market segmentation Capitalizes on economies of scaleEvens out seasonal sales patterns
The number of product The number of product
items in a product lineitems in a product line
Product Line - DepthProduct Line - Depth
Some of the product types in a product line may be split again Some of the product types in a product line may be split again into groups, the product line depth shows how many into groups, the product line depth shows how many subgroups the product line contains. For example Samsung subgroups the product line contains. For example Samsung have split their mobile phones into the following product lines have split their mobile phones into the following product lines touch screens, slider/folders, QWERTY keyboards and bar touch screens, slider/folders, QWERTY keyboards and bar phones. Each of these product lines can be further split into phones. Each of these product lines can be further split into subgroups at the time of writing this article Samsung had 7 subgroups at the time of writing this article Samsung had 7 slider mobile phones and 32 touch screen mobile phones, 32 slider mobile phones and 32 touch screen mobile phones, 32 is a deep product line.is a deep product line.
Product Line StretchingProduct Line Stretching
Product line stretching occurs when a business adds new product to Product line stretching occurs when a business adds new product to the product line and the new product types are of a higher or lower the product line and the new product types are of a higher or lower quality than existing products in the product line. If the new product quality than existing products in the product line. If the new product types are cheaper or of a lower quality it is known as a downward types are cheaper or of a lower quality it is known as a downward stretch. If the new product types are more expensive or of a higher stretch. If the new product types are more expensive or of a higher quality it is known as an upward stretch. Supermarkets often stretch quality it is known as an upward stretch. Supermarkets often stretch product lines by offering value, standard and premium versions of product lines by offering value, standard and premium versions of their own brand products. Product stretching enables firms to fill any their own brand products. Product stretching enables firms to fill any GapsGaps they have identified in the market. they have identified in the market.
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Line StretchingLine Stretching
Down-Market StretchDown-Market Stretch
Up-Market StretchUp-Market Stretch
Two-Way StretchTwo-Way Stretch
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Two-Way Product-Line Stretch: Two-Way Product-Line Stretch: Marriott HotelsMarriott Hotels
QualityEconomy SuperiorStandard Good
Pri
ce
Pri
ce
High
Aboveaverage
Average
Low Fairfield Inn(Vacationers)
Courtyard(Salespeople)
Marriott(Middle
managers)
MarriottMarquis
(Topexecutives)
Product Mix WidthProduct Mix Width
Diversifies risk Capitalizes on established reputations
The number of product The number of product
lines an organization offerslines an organization offers
Product Mix - WidthProduct Mix - Width
The product mix width is the number of product lines in the product The product mix width is the number of product lines in the product mix. A wide product mix increases the type of customers a firm can mix. A wide product mix increases the type of customers a firm can target. However it may involve a lot of work as each product line will target. However it may involve a lot of work as each product line will require a strategy and management. It could also reduce require a strategy and management. It could also reduce specialisation as it is difficult to offer every variant of a product type if specialisation as it is difficult to offer every variant of a product type if you are selling lots of different types of product. A narrow product mix you are selling lots of different types of product. A narrow product mix may be easier to manage and allow the firm to specialise in particular may be easier to manage and allow the firm to specialise in particular product lines and product types. However a small product mix product lines and product types. However a small product mix reduces the type of customers a firm can target as they can't cater for reduces the type of customers a firm can target as they can't cater for everyone's product "needs and wants".everyone's product "needs and wants".
Product Line ExtensionProduct Line Extension
Adding additional products Adding additional products
to an existing product line to an existing product line
in order to compete more in order to compete more
broadly in the industry.broadly in the industry.
Product Line ContractionProduct Line Contraction
Some products have low sales or cannibalize sales of other items
Resources are disproportionately allocated to slow-moving products
Items have become obsolete because of new product entries
Symptoms of Symptoms of Product Line Product Line OverextensionOverextension
Symptoms of Symptoms of Product Line Product Line OverextensionOverextension
Planned ObsolescencePlanned Obsolescence
The practice of modifying The practice of modifying
products so those that products so those that
have already been sold have already been sold
become obsolete before become obsolete before
they actually need they actually need
replacement.replacement.
RepositioningRepositioning
Changing Demographics
Changing Demographics
Declining SalesDeclining Sales
Changes in Social Environment
Changes in Social Environment
Why reposition Why reposition established brands?established brands?
Why reposition Why reposition established brands?established brands?
Adjustments Adjustments
Product Product ModificationModification
Product Product ModificationModification
ProductProductRepositioningRepositioning
ProductProductRepositioningRepositioning
Product LineProduct LineExtension or Extension or ContractionContraction
Product LineProduct LineExtension or Extension or ContractionContraction
Adjustments to Adjustments to Product Items,Product Items,
Lines, and MixesLines, and Mixes
Adjustments to Adjustments to Product Items,Product Items,
Lines, and MixesLines, and Mixes
Product ModificationsProduct Modifications
Types of Types of Product Product
ModificationsModifications
Types of Types of Product Product
ModificationsModifications
Quality Modification
Quality Modification
Functional ModificationFunctional
Modification
Style Modification
Style Modification
Product WarrantiesProduct Warranties
WarrantyWarranty
ExpressWarrantyExpressWarranty
Implied WarrantyImplied
Warranty
A confirmation of the quality or performance of a good or service.A confirmation of the quality or performance of a good or service.
A written guarantee.A written guarantee.
An unwritten guarantee that the good or service is fit for the purpose for which it was sold. (UCC)
An unwritten guarantee that the good or service is fit for the purpose for which it was sold. (UCC)
Product WarrantiesProduct Warranties
WarrantiesWarrantiesWarrantiesWarranties
Written Guarantee
Implied Implied WarrantyWarrantyImplied Implied
WarrantyWarranty
Express Express WarrantyWarrantyExpress Express WarrantyWarranty
Unwritten Guarantee
Express WarrantyExpress Warranty
An agreement between the contract seller An agreement between the contract seller (dealer, manufacturer or independent (dealer, manufacturer or independent company) and the buyer of a product to company) and the buyer of a product to provide repair or replacement for covered provide repair or replacement for covered components of the product for some components of the product for some specified time period. An express warranty specified time period. An express warranty is a seller's promise or guarantee that a is a seller's promise or guarantee that a buyer relies on when they purchase an buyer relies on when they purchase an item. item.
Implied WarrantyImplied Warranty
Under a sales contract, whether Under a sales contract, whether written or oral, there is a guarantee written or oral, there is a guarantee that the item sold is merchantable and that the item sold is merchantable and fit for the purpose intended. This fit for the purpose intended. This guarantee arises by operation of law guarantee arises by operation of law and is in addition to any expressed and is in addition to any expressed warranties that are provided at the warranties that are provided at the time of sale.time of sale.
12-50
Five Product LevelsFive Product Levels
Customer Value – Core BenefitCustomer Value – Core Benefit
The core benefit is what consumers feel they are getting when The core benefit is what consumers feel they are getting when they purchase a product. E.g A Hotel offering roomthey purchase a product. E.g A Hotel offering room
– The same product may have different core The same product may have different core benefitsbenefits to different users. For example, to different users. For example, one user may install a pool for fitness purposes, while another may do so for one user may install a pool for fitness purposes, while another may do so for status.status.
– Different target markets will have different Different target markets will have different core productscore products, and it is up to the , and it is up to the marketer to discover which markets must be targeted for their particular product.marketer to discover which markets must be targeted for their particular product.
Product LevelsProduct Levels
Basic Product - Basic Product - The next level – A hotel room with bed, The next level – A hotel room with bed, towels, desktowels, desk
Expected Product – Expected Product – Clean Bed, Fresh Towels, Clean Bed, Fresh Towels, working lampworking lamp
Augmented product – Augmented product – Exceeds customer Exceeds customer expectationsexpectations
Potential Product – Potential Product – New product that does not exist New product that does not exist beforebefore
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Product Classification Product Classification SchemesSchemes
Durability
Use
Tangibility
12-54
Durability and TangibilityDurability and Tangibility
Nondurablegoods
ServicesDurablegoods
12-55
Packaging: The 5Packaging: The 5thth P P
All the activities of designing and producingthe container for a product.
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Packaging has been influenced Packaging has been influenced by…by…
Self-serviceSelf-service
Consumer affluenceConsumer affluence
Company/brand imageCompany/brand image
Innovation opportunityInnovation opportunity
12-57
Co-brandingCo-branding
12-58
Ingredient BrandingIngredient Branding
12-59
Functions of LabelsFunctions of Labels
Identifies
Grades
Describes
Promotes
BrandBrand
A name, term, symbol, A name, term, symbol,
design, or combination design, or combination
thereof that identifies a thereof that identifies a
seller’s products and seller’s products and
differentiates them from differentiates them from
competitors’ products.competitors’ products.
BRAND Management BRAND Management
BRANDSBRANDS
We hear about brands a lot nowadays. We hear about brands a lot nowadays. What really is a brand? It sure is a concept What really is a brand? It sure is a concept of marketing but it must have something of marketing but it must have something very important associated with it that very important associated with it that makes it so popular in current times.makes it so popular in current times.
The word “BRAND” is derived from the The word “BRAND” is derived from the Old Norse word “brandr”, which means, Old Norse word “brandr”, which means, “to burn”. This was used by the owners of “to burn”. This was used by the owners of livestock to mark their animals for the livestock to mark their animals for the ease of identification. ease of identification.
American Marketing Association,American Marketing Association,
““A brand is a “name, term, symbol, A brand is a “name, term, symbol, or design, or a combination of them or design, or a combination of them intended to identify the goods and intended to identify the goods and services of one seller or group of services of one seller or group of sellers and to differentiate them sellers and to differentiate them from those of competition”.from those of competition”.
Benefits of BrandingBenefits of Branding
Product Product IdentificationIdentification
Product Product IdentificationIdentification
Repeat SalesRepeat SalesRepeat SalesRepeat Sales
New Product New Product SalesSales
New Product New Product SalesSales
Branding distinguishes Branding distinguishes products from products from
competitioncompetition
Branding distinguishes Branding distinguishes products from products from competitioncompetition
BrandingBranding
Brand Name
Brand Name
BrandMark
BrandMark
Brand EquityBrand Equity
MasterBrand
MasterBrand
That part of a brand that can be spoken, including letters, words, and numbers.
That part of a brand that can be spoken, including letters, words, and numbers.
The elements of a brand that cannot be spoken.
The value of company and brand names.The value of company and brand names.
A brand so dominant that it comes to mind immediately when a product category,
use, attribute, or benefit is mentioned.
A brand so dominant that it comes to mind immediately when a product category,
use, attribute, or benefit is mentioned.
Master Brands ?Master Brands ?
Baby Nappies
Adhesive Bandages
Soft drink
Cooking Oil
Soup
Butter
Washing Powder
Nam he khafee hay
Pampers
Sani Plast
Pepsi/Coca Cola
Dalda
Knorr
Nurpur
Surf
Waves
Master Brands ?Master Brands ?
Search Engine
Refrigerators
4 x 4 Vehicles
Milk
Walkman ?
An Effective Brand NameAn Effective Brand Name
Is easy to pronounce
Is easy to recognize and remember
Is short, distinctive, and unique
Describes the product, use, and benefits
Has a positive connotation
Reinforces the product image
Is legally protectable
Brand LoyaltyBrand Loyalty
A consistent preference for A consistent preference for
one brand over all others.one brand over all others.
Once consumers are Once consumers are
convinced of the quality and convinced of the quality and
value of a particular brand, value of a particular brand,
it takes a lot of money and it takes a lot of money and
effort to change their minds.effort to change their minds.
Branding StrategiesBranding Strategies
Branded NameBranded Name GenericGeneric
Manufacturers’ Brand
Manufacturers’ Brand Private BrandPrivate Brand
IndividualBrand
IndividualBrand
Family Brand
Family Brand
Combi-nation
Combi-nation
IndividualBrand
IndividualBrand
Family Brand
Family Brand
Combi-nation
Combi-nation
Generic BrandGeneric Brand
A no-frills, no-brand-name, A no-frills, no-brand-name,
low-cost product that is low-cost product that is
simply identified by its simply identified by its
product category.product category.
Manufacturers’ Brands VersusManufacturers’ Brands VersusPrivate BrandsPrivate Brands
Manufacturers’ Manufacturers’ BrandBrand
Manufacturers’ Manufacturers’ BrandBrand
Private Private BrandBrand
Private Private BrandBrand
The brand name of a manufacturer.The brand name of a manufacturer.
A brand name owned by a wholesaler or a retailer.
A brand name owned by a wholesaler or a retailer.
Advantages of Advantages of Manufacturers’ BrandsManufacturers’ Brands
Develop customer loyaltyDevelop customer loyalty
Attract new customersAttract new customers
Enhance prestigeEnhance prestige
Offer rapid delivery, can carry less Offer rapid delivery, can carry less inventoryinventory
Ensure dealer loyaltyEnsure dealer loyalty
Advantages of Advantages of Private BrandsPrivate Brands
Earn higher profitsEarn higher profits
Less pressure to mark down pricesLess pressure to mark down prices
Manufacturer may drop a brand or Manufacturer may drop a brand or become a direct competitor to dealersbecome a direct competitor to dealers
Ties to wholesaler or retailerTies to wholesaler or retailer
No control over distribution of No control over distribution of manufacturers’ brandsmanufacturers’ brands
Individual Brands VersusIndividual Brands VersusFamily BrandsFamily Brands
Individual Individual BrandBrand
Family Family BrandBrand
Using different brand names for different products.
Marketing several different products under the same
brand name.
Line extension Line extension
Similar products under the same Similar products under the same brand brand
E.G…..? Next, Prime, NestleE.G…..? Next, Prime, Nestle
Brand Extension Brand Extension
Diversified products under one Diversified products under one brandbrand
E.G…..? Polo, Ck, Guard, Chen OneE.G…..? Polo, Ck, Guard, Chen One
Multi Branding Multi Branding
One organization having more than One organization having more than one brandone brand
E.G…..? Mutsushita, E.G…..? Mutsushita, ShakarganjhShakarganjh Engro, Engro, Lackson Lackson
TrademarksTrademarks
Many parts of a brand and associated symbols qualify for trademark protection
The mark has to be continuously protected
Rights continue for as long as it is used
A Trademark is the exclusive A Trademark is the exclusive right to use a brandright to use a brand
Packaging FunctionsPackaging Functions
Contain and ProtectContain and Protect
FunctionsFunctionsofof
PackagingPackaging
FunctionsFunctionsofof
PackagingPackaging
PromotePromote
Facilitate Storage, Use, and Convenience
Facilitate Storage, Use, and Convenience
Facilitate RecyclingFacilitate Recycling
LabelingLabeling
PersuasivePersuasive
Focuses on promotional theme
Information is secondary
InformationalInformational
Helps make proper selections
Lowers cognitive dissonance
Includes use/care
Universal Product CodesUniversal Product Codes
A series of thick and thin A series of thick and thin
vertical lines (bar codes), vertical lines (bar codes),
readable by computerized readable by computerized
optical scanners, that optical scanners, that
represent numbers used represent numbers used
to track products.to track products.
Global Issues in BrandingGlobal Issues in Branding
Adaptations & Modifications
Adaptations & Modifications
Global Options Global Options for Brandingfor Branding
One Brand NameEverywhere
One Brand NameEverywhere
Different Brand Names for
Different Markets
Different Brand Names for
Different Markets
Global Issues in PackagingGlobal Issues in Packaging
AestheticsAesthetics
Global Global Considerations Considerations
for Packagingfor Packaging
Climate Considerations
Climate Considerations
LabelingLabeling
