principles of marketing session 28, 29 product mix, branding, and packaging decisions
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Principles of Marketing
Session 28, 29
Product Mix, Branding, and Packaging Decisions
10-2
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Product Assortment and Product Line Decisions
UNILEVER MALAYSIA – PRODUCT ASSORTMENTS
BREEZE LIFEBUOY
CLEAR LIPTON
DOVE LUX
FAIR & LOVELY POND’S
FOOD SOLUTION REXONA
KNORR SUNSILK
LADY’S CHOICE WALL’S
10-3
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Product Lines
Product line breadth Product line depth
Product line refers to closely related products
Toothpaste and Toothbrush
If one company has more closely related products, we say the company’s product line is broad
Product line depth refers to the variety of product under the same product category
10-4
Product line breadth – personal care product line of unilever, Malaysia
CLEAR REXONA
DOVE LIFEBUOY
FAIR & LOVELY POND’S
LUX SUNSILK
10-5
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Category Depth
SOFT KISS
VELVETTE TOUCH WHITE
GLAMOUR
WAKE ME UP
MAGIC SPELL
10-6
Product Assortment and Product Line Decisions
Product Category 1
SKUs SKUs
Product Category 2
10-7
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Colgate-Palmolive Product Assortment
10-8
How do firms decide which products to add or subtract from their product mix?
Adopting Product Breadth to Meet Changing Consumer Demand
10-9
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Change Product Mix Depth
ConAgra expanded its presence in popcorn by including three popular brands.
10-10
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Change Number of SKUs
Addition or deletion of SKU’s in existing categories
Designed to stimulate sales or react to consumer demand
10-11
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Product Line Decisions for Services
The same types of decisions can be used for services
10-12
Branding
Product assortment
Product line
Single item
10-13
Branding
A brand can use: Name, logo symbols, characters, slogans, jingles and even distinctive packages.
10-14
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
What Makes a Brand?
BrandingBranding
Brand name
URLs
Logos and symbols
Slogans
Jingles
Characters
10-15
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Value of Branding for the Customer and the Marketer
10-16
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Brand Equity
10-17
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Brand Equity: Awareness
10-18
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Brand Equity: Perceived Value
Perceived value
Discussion question
How do organic brands create value for
customers?
10-19
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Brand Equity: Brand Associations
Brand personality
10-20
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Brand Equity: Brand Loyalty
1. Consumers are often less sensitive to price
2. Marketing costs are much lower
3. Firm insulated from the competition
10-21
Branding Strategies
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
10-22
Brand Ownership
Manufacturer brands or national brands
Private-label brands or store brands
Generic
10-23
Naming Brands and Product Lines
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
10-24
Naming Strategies
Corporate or family brand– GE– The Gap
Corporate and product line brands– Kellogg’s Corn Flakes– (Kellogg’s) Pop-Tarts
Individual lines– Mr. Clean (Proctor & Gamble)– Swiffer (Proctor & Gamble)
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
10-25
Brand Extension
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Boost sales of the core
brand
Boost sales of the core
brand
Synergy among
the products
Synergy among
the products
Marketing costs
are lower
Marketing costs
are lower
Brand knownfor highquality
Brand knownfor highquality
Name wellestablished
Name wellestablished
Benefits of using
same brandname
Benefits of using
same brandname
10-26
Brand Extension
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
© ConAgra Foods, Inc. All Rights Reserved.The term “category” used within refers to a portion of the overall Prepared Foods Category.
It’s All About the Choices We Make
10-27
Brand Dilution
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Evaluate the fit betweenthe product classof the core brand
and the extension.
Evaluate the fit betweenthe product classof the core brand
and the extension.
Evaluate consumer perceptions of the
attributes of the core brand and seek out extensions
with similar attributes.
Evaluate consumer perceptions of the
attributes of the core brand and seek out extensions
with similar attributes.
Refrain from extending the brand name to too many
products.
Refrain from extending the brand name to too many
products.
Is the brand extension distanced
enough from the core brand?
Is the brand extension distanced
enough from the core brand?
10-28
Cobranding
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
10-29
Brand Licensing
Lacoste– Founded in 1933 by David
Lacoste– Still sold in stores today
Harley Davidson– ConAgra recently introduced Harley Davidson Beef
Jerky into the $2.7 billion per year beef snack category– The product will be sold in convenience stores and in
Harley Davidson dealerships
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
10-30
How do firms effectively use brand licensing to reach new markets?
Using Brand Licensing
10-31
Brand Repositioning
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Whirlpool: New design Surf detergent: New message Elizabeth Arden: New faces YM: New audience Gallo: New image Aqua Velva: New packaging Arm & Hammer: New uses
10-32
Packaging
Primary package Secondary package
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
10-33
How can firms use packaging to create value for customers and the firm?
Using Packaging to Create Value
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
10-34
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
10-35
Product Labeling
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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