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
X
Product
line
Product
mix
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.
2.
3.
4.
5.
6.
7.
8.
List examples to types of products.
Why are companies regularly re-evaluating
their product mix?
Why is branding useful?
What can reinforce (strengthen) a brand
name?
Where does brand value come from?
Why is it important?
What is the difference between a co.’s
market value and its book value?
Into which one is brand value calculated?