Brassington - Lecture 6 - Branding & Product

chapter 6
product
learning objectives_1
Define and classify products and the key terms associated with them
Understand the nature, benefits and implementation of product and brand development
6-2
Brassington & Pettitt, Essentials of Marketing 2e, Pearson Education 2007
Understand the product lifecycle concept, its influence on marketing strategies and its limitations Appreciate the importance of product positioning and how it both affects and is affected by marketing strategies
6-3
Define the role and responsibilities of the product or brand manager
Outline the issues surrounding panEuropean branding
6-4
Product Defined
A product is a physical good, service, idea, person, or place that is capable of offering tangible and intangible attributes that individuals or organisations regard as so necessary, worthwhile or satisfying that they are prepared to exchange money, patronage or some other unit of value to acquire it.
6-5
Figure 6.1 The Anatomy of a Product
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Product-based Classification
Durable
Nondurable
Service
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Consumer User-based Classification
Convenience
Shopping
Specialty
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What type of product is the Dualit toaster?
If you want a toaster that oozes class, then treat yourself to a Dualit. Its built to last a lifetime.
Source: Dualit 01293 652500 http://www.dualit.com
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Unsought Goods
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B2B User-based Classifications
Capital goods Supplies and services Components and parts Accessory goods
Raw materials
Semi-finished goods
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Understanding the Product Range Product mix total sum of all products and variants offered
Product line group of closely related products Product item individual products within lines
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Understanding the Product Range Product line length total number of items in line
Product line depth number of different variants within line Product mix width number of lines offered
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Figure 6.2 Bosch DIY Power Tools Product Line
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Lynx offers a deep line of fragrances
Source: The Advertising Archives.
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Branding
Branding seeks to create and communicate a three-dimensional character for a product that is not easily copied or damaged by competitors efforts.
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Brand Defined
A brand consists of any name, design, style, words, or symbols, singly or in combination, that distinguish one product from another in the eyes of the customer.
6-17
Trade Mark
Trades Marks Act of 1994 enables registration of
Smells Sounds
Product shapes
Packaging Brand names Logos
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Figure 6.3 The Benefits of Branding
The consumer Branding
The manufacturer
The retailer
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Benefits of Branding for the Consumer

Easier product identification
Communicates features and benefits Helps product evaluation Establishes products position Reduces risk Creates interest
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Benefits of Branding for the Manufacturer

Helps create loyalty
Defends against competition Creates differential advantage Allows premium pricing Helps targeting/ positioning Increases power over retailer
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Brand Asset Defined

A brand asset is a name and/or symbol used to uniquely identify the goods and services of a seller from those of its competitors, with a view to obtaining wealth in excess of that obtainable without a brand.
Tollington, 1998
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Types of Brands
Manufacturer brands
Retailer and wholesaler brands
Own-label brands
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Creating the Brand

New product development
Product design, quality, and guarantees Naming, packaging, and labelling
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Aspects of Design, Quality, and Guarantees

Quality Performance Durability
Reliability and maintenance

Corporate name and reputation
Design and style
Guarantees
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eg Habermans Anyway Cup
Source: Haberman http://www.mandyhaberman.com
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Naming, Packaging, and Labelling Selecting a brand name

Packaging
Labelling
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Selecting a Brand Name

Distinctive
Supportive Acceptable
Available
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Figure 6.4 The Brand Name Spectrum
Descriptive Bitter Lemon Dairy Milk Chocolate Shredded Wheat
Associative Walkman Natrel Bold Sensodyne
Freestanding Kodak Esso Pantene Mars Bar
6-29
Packaging Defined
Packaging is any container or wrapping in which the product is offered for sale and can consist of a variety of materials such as glass, paper, metal or plastic.
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Functions of Packaging
Protect product
Keep product ready for use
Provide information
Make product attractive Make product use convenient
Dispense product
Present brand imagery
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eg McVities Jaffa Cakes
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Packaging Issues
Labelling
Warnings Instructions
Design
Aesthetic appeal Ergonomic properties Functionality Reliability
Regulated information
Size
Contact information
Life span
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Product Range Management
Extending the product line
Filling the product range
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Extending Product Lines

Upwards
Achieve higher margins
Downwards
Achieve higher volume
Enhance image
Builds consumer staircase
Attack competition
Build large base of sales
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eg Heinz and the Monolithic Approach
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Mars Utilizes Brand Extension
When its hot and you want something sweet, sticky and firm, a MARS ice cream should hit the spot.
MARS is a registered trademark of Masterfoods. Source: Masterfoods 2006 http://www.mars.co.uk
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eg Volkswagen Overextended
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Deleting Products
Phase out
Run out Drop or sell
eg Low Carb KitKat
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Product Lifecycle (PLC) Defined The Product Lifecycle is a
concept suggesting that a product goes through various stages in the course of its life: introduction, growth, maturity and decline
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Figure 6.5 The Product Lifecycle
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eg Active Health Drinks Market
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eg Tescos Value Lines and the Generic Approach
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Should Organisations Introduce New Products or Rejuvenate Old Ones? Why is the product going into decline?
Is the environment right for a rejuvenation strategy?
What does the product name mean to the market?

Is there still a segment worth reaching?
Can value be created for customers?
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Famous Grouse is a Mature Brand
Source: The Edrington Group http://www.thefamousgrouse.co.uk
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Options for Brands in Decline
Milking or harvesting
Phased withdrawal
Contracting out or selling
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Figure 6.6 PLC Variations
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Figure 6.6 PLC Variations
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Diffusion of Innovation Defined

The Diffusion of Innovation is a concept suggesting that customers first enter a market at different times, depending on their attitude to innovation and new products, and their willingness to take risks. Customers can thus be classified as innovators, early adopters, early majority, late majority and laggards.
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Figure 6.7 Diffusion of Innovation
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Stages of Selecting a Product Position

Conduct market research to establish important attributes Shortlist existing products that offer attributes
Identify ideal level of attributes and ratings of brands attributes
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Figure 6.8 Perceptual Map
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Implications of Repositioning
Quality
Design Performance
Jaeger retained its classic looks but incorporated more fashionable design
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Essential Criteria for Building a Eurobrand
Resources
Quality
Timing
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Pan-European Branding
Advantages
Increased market size
Disadvantages
Dispersed geographically
Economies of scale
Competitive advantage
Avoidance of cultural problems

Heavy resource requirements
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chapter 6

Figure 6.1 The Anatomy of a Product

Consumer User-based Classification

What type of product is the Dualit toaster?

B2B User-based Classifications

Figure 6.2 Bosch DIY Power Tools Product Line

Lynx offers a deep line of fragrances

Source: The Advertising Archives.

Figure 6.3 The Benefits of Branding

The consumer Branding

Benefits of Branding for the Consumer

Benefits of Branding for the Manufacturer

Brand Asset Defined

Creating the Brand

Aspects of Design, Quality, and Guarantees

Reliability and maintenance

Design and style

eg Habermans Anyway Cup

Source: Haberman http://www.mandyhaberman.com

Naming, Packaging, and Labelling Selecting a brand name

Selecting a Brand Name

Figure 6.4 The Brand Name Spectrum

Descriptive Bitter Lemon Dairy Milk Chocolate Shredded Wheat

Associative Walkman Natrel Bold Sensodyne

Freestanding Kodak Esso Pantene Mars Bar

eg McVities Jaffa Cakes

Product Range Management

Extending the product line

Filling the product range

Extending Product Lines

eg Heinz and the Monolithic Approach

Mars Utilizes Brand Extension

eg Low Carb KitKat

Product Lifecycle (PLC) Defined The Product Lifecycle is a

Figure 6.5 The Product Lifecycle

eg Active Health Drinks Market

eg Tescos Value Lines and the Generic Approach

What does the product name mean to the market?

Can value be created for customers?

Famous Grouse is a Mature Brand

Source: The Edrington Group http://www.thefamousgrouse.co.uk

Options for Brands in Decline

Contracting out or selling

Figure 6.6 PLC Variations

Figure 6.6 PLC Variations

Diffusion of Innovation Defined

Figure 6.7 Diffusion of Innovation

Stages of Selecting a Product Position

Identify ideal level of attributes and ratings of brands attributes

Figure 6.8 Perceptual Map

Essential Criteria for Building a Eurobrand

Avoidance of cultural problems

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