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4 Products & Branding
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Products
Companies such as Proctor & Gamble sell billions of
dollars worth of products and product lines
Consumers buy more than just a particular product
The promise, image, company, name, package,
and ingredients are all part of the product, as are the
stores where it is sold.
http://www.pg.com/company/index.jhtml
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What is a product?
Anything that can be offered to a market for attention,
acquisition, use or consumption that might satisfy a
want or need. It includes physical objects, services,persons, places, organisations and ideas (Kotler et al.,
2002).
Any physical object, service, idea, person, event,
place, or organisation offered to satisfy consumers
needs and wants (Harrell, 2002).
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Product Levels
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Product Strategy
Individual Products:
Attributes (style, design,
features, quality)
Packaging, labelling
Product support services
Product Mix:
Line length, stretching &filling
Depth and width
BRANDING
Dalrymple & Parsons/Marketing Management 7th edition: Chapter 7 31
Add ng An Item: Fou B andAdd ng An Item: Fou B and
TypesTypes
Product Category
Existing New
Existing Lin
Ex n ion
Br nd
Ex n ionBrandName
New F nk r
Br nd
N w
roduc
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Product Line Extensions
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Strategic Marketing Tools
Growth: Ansoff's Matrix is used as a
strategic marketing planning tool to evaluate
strategies for increasing sales
Product Life Cycle: product development
stages
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Consider the positionand role of the newproduct compared withthe existing one
This involves sellingmore products andservices into currentmarkets throughcreative pricing andaggressive sales
Existing products will haveto be sold in new markets,current distributionchannels may beunsuitable and new onesmust be found
This may be risky,consider you levels ofknowledge andunderstanding of thenew market place
Ansoff Matrix
Source: www.piebusiness.info/marketing/ Images/Ansoff_r2_c4.jpg
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Product Life-Cycle
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New Product Development Strategy
Different strategies
for different stages in
the Product Life Cycle
(PLC)
Rogers (1995) Diffusion of Innovations
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Example
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What is a Brand?
A brand is a name, term, sign, symbol, or design
which is intended to identify the goods or services
of one seller or group of sellers and todifferentiate them from those of competitors.
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Consumer Behaviour Matrix
Co pl x
Disso a
i gHabit al
Va i ty
s ki g
Sig ifi a tiff s
b t b a s
F iff s
b t b a s
High
i volv t
Lo
i volv t
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Branding Strategy
Brands are powerful assetsthat must be carefullydeveloped / managed.
Brands with strong equityhave many competitiveadvantages:
High consumer awareness
Strong brand loyalty
Helps when introducing newproducts
Less susceptible to pricecompetition
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Brand Positioning
Jobber, 2008
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The Concept of Brand Equity
Brand equity:
different outcomes result in the marketing of a product
orservice because of its brand name
It concerns the added value reflected in how consumers
think, feel and act in relation to the brand
Measured in terms of the marketing effects uniquelyattributable to the brand
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Brand Equity Two models
Components of brand equity (Kotler & Keller 2005):
Brand knowledge
Brand esteem
Differentiation
Relevance
Brand Equity assets and liabilities (Aaker 1991)
Brand loyalty
Brand awareness
Perceived quality
Brand associations
Brand assets
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Brand Positioning
Jobber, 2008
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Figure 6.2b F
irst Direct brand
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Figure 6.4 Brand building over time
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Brand strategy
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Case Study: Swiss Army Knife
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Task
Use the brand
positioning model and
your knowledge of brandstretching & extensions to
explain the success of the
Swiss Army Knife .
How would you furtherdevelop the brand?
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