PRODUCT
Branding
Perhaps 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.
Existing
BRAND
NAME
Line
Extension
Brand
Extension
Multibrands
New
Brands
New
Existing
New
PRODUCT CATEGORY
• 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
*
*
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
Packaging
Packaging 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 service
2. Consumer affluence: consumer are now willing to
pay a little more for convenience, appearance and
prestige of better packages.
3. Company & Brand Image: Instant Recognition
4. Innovation Opportunity
Labeling, printed information appearing on or with the
package, is also part of packaging.
PRODUCT MIX AND LINE
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 offered
Length – 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 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 manifold
especially in Metros
While more competitors can be seen within
each 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 TASK
Please 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-linelength?
b) Identify the consumer, customer and influencer for each product offering
or product line.
c) Focus on one product offering from the product mix and discuss the
following 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 minutes
Presentation time 5 minutes for each group
Question time 5 minutes for each group