PRODUCTS
Things / services that are
produced for sale
WHAT IS A PRODUCT?
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physical objects
services
leisure activities
people (politicians, sportsmen, actors)
places (holiday resources)
organizations (hospitals, colleges)
ideas
FOR SALE
PRODUCT LINES
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groups of related products made by the
same company
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in different sizes, models
PRODUCT MIX
combination of all products
PHYSICAL PRODUCTS CAN
BE SUPPORTED BY
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CUSTOMER ADVICE
DELIVERY
CREDIT FACILITIES
WARRANTY (GUARANTEE)
MAINTENANCE
AFTER – SALES SERVICE
BRAND
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name
symbol
logo
design
packaging
BRAND NAME
Type of product manufactured by a particular
company
1. Corporate branding
the name of the company on all products
2. Individual branding
various products under individual brand names
(multi-brand strategy)
Usual working day
Wake up
Sony-Ericsson, Colgate, Nescafe, Danone, Orbit
Renault, Compaq, Sony-Ericsson, Sony-Ericsson, Sony-Ericsson
McDonalds, Coca-Cola, Orbit
Compaq, Sony-Ericsson, Sony-Ericsson, Sony-Ericsson, Renault
Tuborg
Tuborg
Tuborg-Tuborg-Tuborg
Sony-Ericsson....Sony-Ericsson
Durex
Colgate
Day is over
BRAND
ADVERTISING
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B2B
(Business-to-Business) –
materials, components
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B2C
(Business-to-Consumers)
consumer goods
ADVANTAGES OF BUILDING
UP A BRAND
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brands encourage customer loyalty
customers are willing to pay higher prices
good brands are worth a lot of money
you can do brand stretching
(extend to a new type of product, break into
a crowded market)
you can take a brand down-market
(introduce new products at lower prices to
capture a broader market)
CUSTOMERS
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loyal customers
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brand switchers
A company’s market value =
the combined price of all its shares
BRAND VALUE =
market value + customer loyalty
1. MK: p: 61, Vocabulary
2. What lines of products does “Kraš” produce?
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3. FILL IN THE GAPS:
brand identity, brand recognition, generic products, brand image, brand
A _______ is a name a company gives to its products so they can be easily
recognized. Brand awareness or __________________is how much people
recognize a brand. The ideas people have about a brand is its __________.
Branding is creating brands and keeping them in customers’ minds through
advertising, packaging, etc. A brand should have a clear _____________so
that people think of it in a particular way in relation to other brands. Products
that are not branded, those that do not have a brand name, are
________________or generics.
(taken from: Bill Mascull: Business Vocabulary in Use)
http://www.youtube.com/watch?v=vOT07BUo9jY&feature=fvwrel
4. Answer the following questions:
1. What is a brand?
2. What do you need to know to develop a successful brand?
3. What factors help your customers “see” your products?
4. What does the word “brand” include?
5. What are brand values?
6. What does “demographic” refer to?
7. What does the word “tangible“ refer to in marketing?
8. What are intangible benefits?
9. What is a focus group?
10. What is brand awareness?
11. What is brand recognition?
12. What is a trademark or logo? What can be trademarks?
13. What is a company’s corporate identity?
14. What can these visual elements include?