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Brand Building and advertising

Management

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What comes to your mind after

seeing this picture

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A companys assortment of product lines and individual

offerings.The product mix is the number of product linesoffered by a company

A product line is a group of products that are closely relatedbecause they satisfy a class of needs, are used together, aresold to the same customer group, are distributed through the

same type of outlets,

Product MIX Width--the number of product lines offered.

Product line Length--the number of different products in a

product line a firm sells.

Product Depth--variations in each product that a firm markets inits mix.

The Product Mix

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Line consistency

Line extension

Line stretching: Down Market Stretch (GilletteVector shaving razors)

Up-Market Stretch (Toyota`s Lexus)

Two-Way Stretch (Titan)

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16-10

Line Extension

Existing brand names are extended to new forms, sizes,and flavors of an existing product category.

Colgate , Colgate total, Colgate Max fresh, Colgatesensitive pro-relief, Colgate fresh, Colgate White

Fair & Lovely Fairness Cream-1978

Fair & Lovely Ayurvedic Fairness Cream-

2001

Fair & Lovely Fairness Cream with extra

brightness -2003

Fair & Lovely Menz Active-2006

Fair and Lovely Winter Special

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Brand Extension

Existing brand names are extended to newor modified product categories.

Virgin Atlantic

Virgin Mobile

Virgin Cosmetics

Virgin Trains

Virgin Money

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Hindustan Unilever Limited

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Product Mix of HUL

Pl-1 PL-2 PL-3 PL-4 Pl-5

Bath Soap Fabric Wash Beverage Skin care Oral Care

Dove Surf Excel Bru Fair & Lovely pepsodent

Pears Rin Red label Ponds Close-up

Rexona 501 Lipton

Life buoy

Hamam

Breeze

Moti

Dettol

Depth: Life buoy plus, life buoy gold, Life buoy activ etc

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Product Mix Decisions

A firm may lengthen or widen its product mix A Company may decide to add variations that

will attract new users

A product may be pruned or altered

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Brand positioning and the role of

advertising

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Positioning

Students will be able to analyze position

strategy of different products

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Brand

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.

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Brand ObjectivesMarketing investment: Less, More? (Leader,

Challenger, Follower, Nicher)

Product Innovation: Re-launch?

Market Share: Higher, Same?

Users: Current, New Competitors?Usage: Current, Extended.

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Positioning

The act of designingand projecting adistinctive image of thecompanys offering in

the minds of the targetmarket

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HAPPYDENT

Rather than competing withchewing gums, it decided tocompete with tooth pasteand medicines forwhitening teeth

http://www.google.co.in/imgres?imgurl=http://www.fabawards.com/winner07/01Happydent-Palace.jpg&imgrefurl=http://www.fabawards.com/winner_tv07.htm&h=400&w=534&sz=41&tbnid=GkuOty3MD80J::&tbnh=99&tbnw=132&prev=/images?q=happydent&hl=en&usg=__1RMGNCgGmHRQl5SOFYRdhhJxwXE=&sa=X&oi=image_result&resnum=5&ct=image&cd=1

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Positioning options

Benefit positioning

Attribute

positioning

Use or Application

positioning

Quality or price

positioning

Product class

positioning

Competitor

positioning

Image/ personality

positioning

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Benefit positioning: Shampoos

Attribute: whirlpool, Mobile phones

Image positioning: Lux Use or application : Maggi/ Cadbury

User : parker/ Raymond

Competition: Neutralite/capton cook Quality/Price: Big bazaar, McDonald

Product class: Happydent

Competitors: Pepsodent

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Brand Personality

Brand as a whole: Personality characteristics,

Perceived users, Associations.

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Brand Consumer Relationship

Why do consumers care about the meanings of the brand?

Brand equity

Brand image

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Marketing mix and advertising

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CADBURY Celebrations

Rather than competing with chocolates,

Cadbury celebrations compete with traditional

sweets

19-26

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Product

Anything that can beoffered to the market tosatisfy needs & wants

Services Intangible

Inseparable

Variable

Perishable

Product symbolism: Sumtotal of product/brand

experience

Product life cycle Introduction

Growth

Maturity

Decline

Product attributes: quality,features, design

Packaging

Branding: Investing aproduct with desired brandattributes

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Stages in PLC

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Product Life Cycle of

Colgate

Time

Sales Introduction GrowthMaturity Decline

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Rin meets challenges

at various stages of its life cycle

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RIN

Introduction: Rin washed 50% more clothes &washed them whiter

After 10 years emotional aspect: uski kamiz merikamiz se zyada safed kaise?

After 1987 when NIRMA came, RIN launched superpower RIN (Zara sa RIN)

RIN supreme bar rin shakti powder: RIN whitenesschallenge

In 2004 to compete tide it shows Amitabh bachchansaying ye naya rang konsa hai

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Distribution

Distribution channels:

Organisations,

individuals & processes

making productsavailable from

manufacturer to end

user

Resellers

Indirect

Wholesalers Retailers

Directmarketing

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Price

What a consumer pays

or gives up for productacquisitionincludestime, energy & psychic

costs

Pricing considerations:

Product perception Consistency with other

marketing mix elements

Market & competition

Price serves as anindicator of productqualityhigh price isassociated with

superior quality

Advertising increases afirms ability to charge

a higher price withoutlowering demand

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