Lecture10 [Compatibility Mode]

8/13/2019 Lecture10 [Compatibility Mode]

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Brandin Strate

M. Imran Akram

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Important Definitions

Product Category

Group of Similar products that fulfill the same need

Product line A group of products within a product category that

are closely related;

Function in similar manner

Are marketed- same type of outlet or

Fall with in given price range

Different Brands / Single family brand / Individual brand

Product mix (product assortment)

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.. s e se o a pro uc nes an ems a a par cu ar

seller makes available to buyers


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Ambient Dairy

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rea as erea s

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a r are

ampoo

Conditioner

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Firm- objective-Growth

Ansoff s Growth Share Matrix

Current New

ro uc s ro uc s

Markets

penetration

strategy

development

strategy

New Market Diversification

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ar e s

strategy


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Brand Name Options with Respect to

,

choices. It can;

1. Develop a new brand individually chosen for thenew product

.3. Use a Combination of a new and an existing

brand

Brand Extension

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brand name to introduce a new product (2& 3above)


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Brand StrategyBrand Strategy

eExisting New

Extension Extension

nd

Na Existing

MultibrandsNew

BrandsBr

New

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Brand Extensions

Make / Give birth

New BrandExistingran

Parent

Brand

Sub

Brand

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ran x ens ons

An existing brand that gives birth to a brand extension is the__________

Sub brand When a new brand is combined with an existing brand, the

brand extension can also be ___

Family brand

If the parent brand is already associated with multiple

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products through brand extensions then it may also called

as ____


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Brand Extensions

. falls into 2 general categories;

.

Marketers.apply the parent brand to a newproduct that targets a new market segment withina product category the parent brand currently

serves ingredient variety,

different form or size

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ne x ens on

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ran x ens ons

.

Marketers Apply the parent brand enter a differentproduct category from the one it currently serves.

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Leading Consumer Product Companies

New Products

1. Line extensions: 89% 80% to 90

2. Cate or extensions: 6%

3. New brands: 5%

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Advantages of Brand Extensions

new product acceptance

New productParentran extens onran

feedback benefits

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Advanta es of Brand Extensions

Facilitate New `Product Acce tance

Provide Feedback Benefits to the Parent Brand and

Company

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Disadvantages of Extensions

Bad

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Brandin Strate

the number and nature of common or distinctive

to the different products sold by the firm.

for a firm tells marketer

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, , ,to which New and Existing products;


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Brandin Strate ..by which the firm can help consumers to

organize them in their minds.

Distin uish Brandin Strate ies b whether a firm is or should employing;

Branded House .. Family / umbrella or corporate brands

House of Brands

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.. Collection of individual brands all with different names.


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Branding Strategy

1. Breadth of a Branding Strategy

ran x ens on ra egy

Describes the number and nature of different

Firm has to make Strategic Decisionsu ;

a) How many different product lines the company should

carry? Aggregate market factors

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Environmental factors


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Breadth of a Branding Strategy

b) How many variants to offer in each productline ?

Examining the Percentage of Sales &

Profits contributed by each item in the product line

Ability to withstand competition and address

..Deciding to increase the length of the product line by adding new variants or items can

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Colgate Palmolive

Personal Care

Oral Care

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2. Depth of a Branding Strategy

Brand Portfolio The number and nature of different brands

marketed -- sold by a firm

Multi brands- reasons Different market segments (Market Coverage),

Different price segments

Different channels of distribution, or Different geographic boundaries

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Unilever

Food Products

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Unilever

Personal Care

Home Care

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Colgate Palmolive

Fabric Care

Surface Care

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Brand Roles in the Portfolio

a) Flankers To create strong Point of parity with

(profitable)..

Flagship brand can retain their desiredpos on ng

b Cash cows Some brands kept alive Sufficient number of customer and

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maintain their profitability with virtually no market

support.


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Brand Roles in the Portfolio

c) Low-end entry-level

Attracting customer to brand franchise

d) High-end prestige brands g r ce ran s

Prestige & credibility to the entire brand

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Brand Hierarchy

....a useful means of graphically portraying ae y

revealing the explicit ordering of brand elements

To to bottom

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Brand Hierarchy Levels

Corporate or company Brand (Toyota Corporation)

Family Brand (Toyota)

Individual Brand (Corolla)

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es gna e em or o e


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Toyota

Corporation

Toyota

Trucks

Toyota

(SUV/vans)LexusToyota

Financial

Toyota

(Cars)

Services

Corolla PriusAvalon Celica ECHO MatrixMR2

SpyderCamry

XLI

Platinum

Edition

GLI

SE LEXLE

XL

XLSSE

SLE

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Company / Corporate brand name

one

Adidas Gourmet

PEL

HP

IBM

Mitchell's

Haier Nirala

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Corporate or Company Brand Company / Corporate brand name with Individual Brand

Nestle Milkpack

Nestle Pure life

Nestle Yogurt

Haleeb Good day

Haleeb Milk

Cadbury Dairy Milk

Corporate brand name with family brand

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croso - n ows

Telenor Talkshalk


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Family Brands

Brand Name is applied across a range of product categories(more than one product category)

NOT necessarily the name of the company or corporation

Life Buoy Soap Life Buoy Shampoo Guard Filters Guard Rice

Sufi Soap Sufi Oil

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An efficient means to link common associations to multiple but

distinct products


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Range Brands

Lipton Yellow Label

Li ton Green Tea

Peek Freans Sooper

Peek Freans Rio

Peek Freans Peanut Pick

Jazz Budget

Jazz Octane Jazz One

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ran or o o ruc ure Brand Hierarch Tress: Brand famil

Colgate

Colgate ColgateColgate Colgateoo pas e ou r nseoo rus en a oss

ass c us rec s on

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Diamond

Heads

The wild

ones


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Individual Brands

..Is a brand restricted to essentially one product category

However multiple product types offer may differ on thebasis of;

, package sizes,

flavors, etc.

Lux Tide Ariel Surf Excel

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Sunsilk


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Modifiers

.. Is a means to designate a specific item or model

product Different type of items avors Models

Signals refinements or differences in the brandrelated to factors such as; qua y eve s, attributes, functions, etc.

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Lecture10 [Compatibility Mode]