PRODUCT

BrandingPerhaps the most distinctive skill of professional marketers is their ability to create, maintain, protect, and enhance brands of their products and services.

A brand is a name, term, sign, symbol, or design, or a combination of these, that identifies the maker or seller of a product or service.

New

BrandsMultibrands

Brand Extension

Line

Extension

Existing NewPRODUCT CATEGORY

BRAND NAME

New

Existing

• Line Extension Existing brand names are extended to new forms, sizes, and flavors of an existing product category. Dove Soap, Dove Gentle Exfoliating Soap & Dove fresh moisture Bathing Bar

Fair & Lovely Fairness Cream-1978

Fair & Lovely Ayurvedic Fairness Cream-2001

Fair & Lovely Fairness Cream with extra brightness -2003

Fair & Lovely Menz Active-2006

• AXE Deodorant-1999

• Tagline “The Axe Effect”

• Portrayed as a ‘weapon of seduction’

• Five Fragrance: Dimension, Java, Phoenix, Pulse and Voodoo

• Brand Extension

Existing brand names are extended to new or modified product categories. Virgin Atlantic

Virgin Mobile

Virgin Cosmetics

Virgin Trains

Virgin Money

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80 Virgin Brands

DETTOL

ANCHOR

• Multibrands

New brand names are introduced in the same product category.

HUL: Lux, Lifebuoy, Liril, Hamam, Breeze, Dove, Pears, Rexona

Cannibalization

• New Brands

New brand names in new categories are introduced

• Co-Branding

Kingfisher

NDTV Good Times

PackagingPackaging involves designing and producing the

container or wrapper for a product. The package may include the product's primary container (the tube holding Dettol Shaving Cream); a secondary package that is thrown away when the product is about to be used (the cardboard box containing the tube of Dettol); and the shipping package necessary to store, identify, and ship the product (a corrugated box carrying six dozen tubes of Dettol Shaving Cream).

Growing Use of packaging as marketing tool;1. Self service2. Consumer affluence: consumer are now willing to

pay a little more for convenience, appearance and prestige of better packages.

3. Company & Brand Image: Instant Recognition4. Innovation Opportunity

Labeling, printed information appearing on or with the package, is also part of packaging.

A product mix (also called product assortment) is the set of all products and items that a particular seller offers.

A product mix consists of various product lines.A product line is a group of products that are closely related, because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges.

Width – Number of different product lines offeredLength – Number of products offered within a particular product line.Product Line Depth – Number of versions offered of each product in the line.Consistency – how closely related the various product lines are in end use, production requirement, distribution channel.

PRODUCT MIX AND LINE

Product-mix Width & Product-Line Length for LPU

• Line pruning - There is a tendency for product lines to lengthen over time. Hence a review must be carried out regularly.

• Line modernization – Modernizing all products in the line

• Line featuring – Selecting a few items from the line and promoting them aggressively to attract attention to the total line

Competitiveness has increased manifoldespecially in Metros

While more competitors can be seen withineach product category, the ‘ Big Daddies’

continue to dominate

• All product categories are behaving similarly OR are there any differences?

– Increasing competition and

– Dominance of few companies• If there are differences, then are there

any specific movements that can be observed in the product mix of these categories?

CONSTRUCT

EXAMPLE

CATEGORY GROUP

CATEGORY GROUP CHARACTERISTICS

HOME TASKPlease divide the class into five-six groups of about 4 – 6 persons to each group. Each group will take up for study one product (and brand) offerings. Please do the following:a) Prepare a chart showing the product mix and product lines of the concerned institution. What are your comments on product-mix-width and on product-line-length?b) Identify the consumer, customer and influencer for each product offeringor product line.c) Focus on one product offering from the product mix and discuss thefollowing questions:i. What are core, tangible, and augmented products of the product offering?ii. Are tangible, core, and augmented products in line with the needs, wants and demands of the consumers, customers and influencers? Do you see any scope for improvement? How would the suggested improvements affect costs?iii. Are any brand issues involved?Each group may discuss for 30 minutes. Subsequently, each group will make a presentation to the class.Discussion time 30 minutesPresentation time 5 minutes for each groupQuestion time 5 minutes for each group