Tell me something about these people.

PRODUCTS

MK Unit 11

Work in groups: Find the following key concepts and explain them to your groupmates. (MK, p. 60)

group member 1: Product, product lines, product mix

group member 2: Brand, the key objective of branding, brand recognition, B2B, B2C

group member 3: Corporate branding, individual branding, multi-brand strategy

group member 4: Brand value, a company’s market value, a co.’s book value

Product line: a group of closely related products sold to the

same customer groups, and marketed through the same outlets.

Product mix

the total sum of products offered by a particular organization. It consists of both product lines and individual products.

All the courses a university offers constitute its product 1.______; courses in the marketing department constitute a product 2._____; and the basic marketing course is a product 3.____.

Product mix

the total sum of products offered by a particular organization. It consists of both product lines and individual products.

All the courses a university offers constitute its product mix; courses in the marketing department constitute a product line ; and the basic marketing course is a product item.

Name the arrows: product line, product mix, product item

Product items

Product line

Product mix

X

X

Branding:Logo, brand name, slogan?

Attitudes to brands: how a customer can relate to a brand.

Change these verb phrases into noun phrases:

Be able to recognise a brand

Be loyal to a brand Switch/ change brands

regularly

Brand recognition

Brand loyalty Brand switching,

brand-switchers

Find competing brands

Cif, Oral B, Head & Shoulders, Axe, Domestos, Pantene, Blend-a-dent, Rexona

Competing brands – But where does the profit go?

Competing brands:

Cif – Domestos Axe – Rexona

Head & Shoulders – Pantene

Blend-a-dent – Oral B

Producers:

Unilever

Procter & Gamble (P&G)

Multi-brand strategy

The sale of two or more competing brands by the same marketer. These sometimes appeal to different segments of the market. In other cases one brand may ‘cannibalize’ another.

Why? (finish the sentences)1. To acquire more _______. 2. To acquire greater _______. 3. To attract _______.4. To motivate _______.

Multi-brand strategy

The sale of two or more competing brands by the same marketer. These sometimes appeal to different segments of the market. In other cases one brand may ‘cannibalize’ another.

Why?1. To acquire more shelf space. 2. To acquire greater market share. 3. To attract brand switchers by offering something

new.4. To motivate the workers inside the company by

creating internal competition.

Brand value – market value (capitalization) – book value

Revision:

1. List examples to types of products.2. Why are companies regularly re-evaluating

their product mix?3. Why is branding useful?4. What can reinforce (strengthen) a brand

name?5. Where does brand value come from?6. Why is it important?7. What is the difference between a co.’s

market value and its book value?8. Into which one is brand value calculated?