Product StrategyBranding and Product Lines

Product Management

• Product Mix

• Product Line Management

• Branding• Brand Equity• Brand Management

Product Mix

• Width • number of different product lines

• Length • total number of items within the

lines

• Depth • number of versions of each

product

• Issue of Consistency

Managing Line Length

• Line Stretching• Downmarket• Upmarket• Two-way

• Line Filling

• Line Modernization

• Line Featuring & Line Pruning

Branding

Name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or groups of sellers and to differentiate them from those of competition.

- AMA

Why Brand?

• Identify product• Identify a culture• Reduce risk• Reduce consumer search

cost• Signal quality• Legal protection• Create product associations• Differentiate product

Brand Management Decisions• Brand Mission and Objectives

• Brand Sponsor

• Brand Naming

• Brand Architecture• Monolithic, Endorsed, Freestanding

• Co-Branding

Brand Strategies

BrandExtension

New

Bra

nd

Nam

e

Product Category

LineExtension

Existing

Existing

Multi-brandingNew NewBrands

Pepsi Brand Architecture

Pepsi-Cola Brands Pepsi-ColaCaffeine Free PepsiDiet PepsiCaffeine Free Diet PepsiPepsi Twist (regular & diet)Wild Cherry PepsiPepsi BluePepsi ONEMountain Dew Diet Mountain Dew Mountain Dew Code RedDiet Mountain Dew Code RedMugSierra Mist (regular & diet) SliceLipton Brisk (Partnership) Lipton Iced Tea (Partnership)Dole juices and juice drinks (License)FruitWorks juice drinksAquafina purified drinking waterFrappuccino ready-to-drink coffee (Partnership)Starbucks DoubleShot (Partnership)SoBe juice drinks and teasAMP energy drink

Outside the U.S.Mirinda7UP (International)Pepsi LimónKasTeemPepsi MaxPepsi LightManzanita SolPaso de los TorosFruko EvervessYedigun ShaniFiestaD&G (License)Mandarin (License)Radical Fruit

Quaker OatmealQuaker Instant OatmealCap'n Crunch cerealLife cerealQuaker Oatmeal Brown Sugar BlissQuaker Oatmeal Honey Nut HeavenQuaker 100% Natural cerealQuaker Squares cerealQuisp cerealKing Vitaman cerealQuaker Oh's! CerealQuaker Chewy Wholesome Favorites granola barsQuaker Chewy Trail Mix bars Mother's cerealQuaker gritsQuaker Oatmeal-to-GoAunt Jemima mixes & syrupsQuaker rice and corn cakesQuaker Quakes rice snacks and corn ringsCrisp'ums baked crispsQuaker Chewy granola barsQuaker Fruit & Oatmeal cereal barsQuaker Fruit & Oatmeal Bites Quaker Fruit & Oatmeal ToastablesQuaker Chewy Dipps granola barsRice-A-Roni side dishesPasta Roni side dishesNear East couscous/pilafsFrescAvena beverage powderToddy chocolate powderToddynho chocolate drinkCoqueiro canned fishSugar Puffs cerealPuffed WheatHarvest Crunch cerealCruesli cerealOat Krunchies cerealOat Bran Crispies cerealHot Oat Crunch cerealQuake Oatso Simple hot cerealScott's Porage OatsScotts So Easy OatsQuaker Baking MixesHarvest Chewy BarsSpudz snacks

Tropicana Pure Premium juicesTropicana Season's Best juices and juice drinksTropicana Twister juice drinksTropicana SmoothiesTropicana Pure Tropics juicesDole juices (License)

Outside the U.S.Loóza juices and nectarsCopella juicesFrui'Vita juicesTropicana 100 JuicesTropicana Touche de LaitAlvalle gazpacho fruit juices and vegetable juices

Gatorade BrandsGatorade Thirst QuencherGatorade Xtremo Thirst Quencher Gatorade Frost Thirst QuencherGatorade Fierce Thirst Quencher

Gatorade Ice Thirst QuencherGatorade Energy BarsPropel Fitness Water

Lay’s BrandsLay's potato chipsLay's Bistro Gourmet potato chipsLay's Kettle Cooked potato chipsWavy Lay's potato chipsBaked Lay's potato crispsMaui Style potato chipsRuffles potato chipsBaked Ruffles potato crispsRuffles Flavor Rush potato chipsDoritos tortilla chipsBaked Doritos tortilla chips3D's snacksTostitos tortilla chipsBaked Tostitos tortilla chipsSantitas tortilla chipsFritos corn chipsCheetos cheese flavored snacksRold Gold pretzels & snack mixFunyuns onion flavored ringsGo SnacksSunchips multigrain snacksSabritones puffed wheat snacksCracker Jack candy coated popcornChester's popcornGrandma's cookiesMunchos potato crispsSmartfood popcornBaken-ets fried pork skinsOberto meat snacksRustler's meat snacksChurrumais fried corn stripsFrito-Lay nutsFrito-Lay, Ruffles, Fritos and Tostitos dips & salsasFrito-Lay, Doritos and Cheetos snack crackersFritos, Tostitos, Ruffles and Doritos snack kitsBocabits wheat snacksCrujitos corn snacksFandangos corn snacksHamka's snacksNiknaks cheese sticksQuavers potato snacksSabritas potato chipsSmith's potato chipsWalkers potato crispsWalkers Square potato snacksWalkers French Fries potato sticksWalkers Monster Munch corn snacksMiss Vickie's potato chipsMunchies snack mixGamesa cookiesDoritos DippasSonric's sweet snacksWotsits corn snacks

Brand Equity• What is it?

The marketing effects uniquely attributable to the brand – Kevin L. Keller

Brand Equity

• Sources of Brand Knowledge• Associative node model of

memory• Brand awareness• Brand image

• Strength of brand associations• Favorability of brand associations• Uniqueness of brand associations

Brand Equity and Associations

• Experienced• Self-assured• Successful• Male• Black-Tie Party

• Young• Contemporary• Flashy• Male• Bars

Evolution of Brand Elements, GE

• 1876-1960’s electronics

• 1900 trademark’s logo

• 1900 slogan – Better Living Electronically

• 1960’s General Electric -> GE

• 1970’s slogan – Progress for People

• 1979 slogan – We Bring Good Things to Life

Evolution of Brand Elements, GE

Packaging and Labels• Often Ignored but Critical

• Packaging and Labels • Protects• Promotes• Describes• Identifies