The Claude Littner Business School
MBA Global Marketing and Digital Business
Global Marketing Mix – Product and Branding
Emmanuel Mensah Asiedu
Module Leader
Emmanuel.MensahAsiedu@uwl.ac.uk
Tel nos 0208 209 4094
1
About the Module Leader and Lecturer
• Lecturer in Marketing with 15
years experience
• Business Advisor to the
association of Ghanaian
SMEs in UK
• A Chartered Marketer and
ex examiner of CIM
• Worked with Princes Trust
and Hackney council in
Marketing communications
dept for the Homelessness
and Temporary
Accommodation.
• Enjoy Guinness or Whiskey
, support Arsenal FC
2
Assessment
Word Count
or equivalent
Weighting
Pass
Mark
Submission
due-date & time
Element 1:
Marketing Strategy
for product /
organisation
1,500
60%
50%
Week 8
Element 2: Precis:
1,000
30%
50%
Week 14
Element 3:
Strategic selfmarketing plan
500
10%
50%
Week 14
Type of Assessment
Method of
Submission &
Date of
Feedback
3
Assessment 2
4
Element 2: Précis 30% - Submission Week14
Word limit 1000
• The internet is a typhoon force; a ten times force, or is it a bit of wind? Or is it a force that
fundamentally alters our business?’(Grove, 1996) A quick Google search about global online
businesses like Amazon’s and Alibaba will provide countless articles praising the glory of Jeff
Bezos and Jack Ma. This movement towards e-commerce is undeniable, but the real question is
whether the transition from brick-and-mortar retail sales is annihilating small businesses or
causing closures that result from natural economic growing pains.
• Requirements:
• a)
Critically evaluate the information above in a 1000 word report (not including
bibliography).
• b)
You must have used exactly eight sources of published literary sources.
• c)
The tutor will provide three out of the eight sources.
• d)
You are required to obtain five of the required eight sources independently
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WEEK 7 Recap
International market selection
Process
6
Market Entry Methods
• Exports
• Franchising
• Licensing
• Strategic Partnerships
• Mergers
• Acquisitions
• Joint Ventures
7
Consolidation Activity
• The Müller group is based in Bavaria (Germany).
• It is well-know for its yoghurts and is market
leader in Germany and the UK.
• It has subsidiaries in European markets such as
UK, Italy and Spain, however, outside Europe it
mostly uses distributors for selling their yoghurts
to grocery retailers.
• In 2012, Müller yoghurts entered the US market
through a joint venture with PepsiCo.
8
Consolidation
In small groups discuss the answers to the
following questions:
1. What could be the reason why Müller is using
distributors (export mode) in markets outside
Germany?
2. What would be the main reasons why Müller is
using a joint venture solution (intermediate
mode) with PepsiCo (Quaker) for the US
market?
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This Week Learning Objectives
• Discuss the influences that lead a firm to standardize
or adapt the marketing mix.
• Identify the different levels of a product.
• Distinguish between the product life cycle and the
international product life cycle.
• Define and evaluate the different branding
alternatives.
• Explain how internal and external variables influence
international pricing decisions.
• Discuss the strategic options in determining the price
level for a new product.
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Marketing Mix
• The marketing mix
is a set of
controllable
variables or a
‘toolkit’ (4 or 7 Ps)
at the disposal of
marketing
management
which can be used
to influence
customers.
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Standardisation vs adaptation
• Marketing
mix in
global
context
12
Evaluation standardisation vs adaptation
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Marketing mix: Product
• Levels of product:
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Characteristics of services
• Intangibility – services cannot be seen, touched, held, or
put on a shelf.
• Inseparability – production and consumption of the service
occur simultaneously.
• Variability – hard to standardize the quality of service
performance.
• Perishability – services cannot be produced or stored
before consumption, only exist at the time of their
production.
• Rental / Access – temporary possession or access instead
of ownership.
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Product-life cycle (PLC)
• Product life cycle concerns the life of a product in
the market with respect to business/ commercial
costs and sales measures. Simply explained, it is
a theory in which products or brands follow a
sequence of stages.
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PLC – implications for marketing
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Branding
“A brand is a name, term, sign, symbol, or design, or a combination
of them, intended to identify the goods and services of one seller or
group of sellers and to differentiate them from those of competition.”
(American Marketing Society)
• The basic functions of branding are:
− to distinguish a company’s offering and differentiate from the
competition;
− to create identification and brand awareness;
− to guarantee a certain level of quality and satisfaction;
− to help with promotion of the product.
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Logo
Symbol
Phrase
Famous Brands
IMPORTANT ! Brands can be people
also
MANAGING YOUR CORPORATE REPUTATION IS CRITICAL
Managing The Global Brand
Effectively !!!!
Brands – do you recognize them?
25
Brand equity
• Brand equity is a set of brand assets and liabilities
linked to the brand, its name and symbol.
• It is the premium a customer/ consumer would pay for
the branded product or service compared with an
identical unbranded version of the same
product/service.
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Brand equity
• BE drives value:
Aaker (1996)
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Branding
Branding strategies:
1. House of brands: high degree of freedom,
different brand values, advertising etc.
2. Branded house: central brand values and
coherent structure, high degree of internal unity
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Branding
• Branding decisions:
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Branding
• Evaluation
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Brand Management – People
Branding
Perfumes &
Aftershaves
Clothing
Sports
Fashion
Swimming
Beyoncé
Watch the clip
Branding
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DCV SESSION 2
Brand Management –
WHAT YOU DON’T WANT !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
Activity Branding: Case study Burberry
• Burberry group plc is a British luxury fashion house, distributing
outerwear, fashion accessories, sunglasses, fragrances and cosmetics.
• Its distinctive tartan pattern has become one of its most widely copied
trademarks. Burberry is most famous for its trench coat, which was
designed by founder Thomas Burberry.
• The company has branded stores
and franchises around the world,
also sells through concessions in
third-party stores. Burberry has more than 500
stores in over 50 countries.
34
Branding: case study Burberry
• Angela Ahrendts and the rest of the team decided to
reinforce their heritage, their Britishness, by emphasizing
and growing them into core luxury products, innovating
them and keeping them at the heart of everything that they
would do.
1. What are the main motives behind the product line
extension from the original Burberry trench coat into
other product areas?
2. Please describe the brand transformation process of
Burberry. What were the main reasons why Burberry
was so successful with this brand transformation?
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In summary
• In deciding on the international marketing
strategy, it is important to decide which marketing
mix elements should be standardized and which
ones should be adapted to the local environment.
• Products consist of three different levels.
• Branding is a key part of the product offering and
various branding strategies and decisions have
been discussed.
• Generally, pricing policy is one of the most
important yet often least recognized of all the
elements of the marketing mix.
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Any Questions?
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