Product, Service, and

Branding Strategies
References:
Marketing Management by Philip Kotler
Internet
Resource Person: Furqan-ul-haq Siddiqui
Chapter 5
Marketing Mix
(4Ps of Marketing)

Set of marketing
tools used by a
firm to pursue its
marketing objectives
in a target market.
Or
Combination of a
number of policies
to realize profit
through customer
satisfaction.




















Marketing Mix Variables
-Product
Place
Promotion
Pricing
Producing goods, services, or any
that offering that satisfy customer
needs
The ready, convenient, and timely
availability of products
Activities that inform customers
about the organization and its
products
Decisions and actions to establish
pricing objectives and policies and
set product prices
Product Classification
Products are classified on the bases of durability,
tangibility & use (Consumer or Business).
4 Durability & Tangibility
1. Nondurable- Tangible goods usually consumed in
one or few uses. Purchased quickly & consumed
frequently. FMCG (wide availability, small
markup, heavy advertisements)
2. Durable Goods- Tangibles that normally provide
long-term benefit. Require personal selling &
services, higher profit & seller guaranties.
Durable Goods
Provide Long-Term Benefits
(cars, furniture, appliances)
Nondurable Goods
Provide Short-Term Benefits
(newspapers, food)
Low
Involvement
Decisions
High
Involvement
Decisions
3. Services- Intangible, inseparable & activities that are the
main objective of a transaction designed to provide want-
satisfaction to customers.
Virtually all services require supporting goods & goods
require supporting services.
A company may also sell a combination of goods &
services.
-Convenience
Shopping
Specialty
Unsought
Products involving frequent
purchases bought with
minimal buying effort,
without gathering extra
information and little
comparison shopping
Low price
Widespread distribution
Mass promotion by producer
O Convenience goods are
further divided
Staples- regular bases
Impulse Goods- without
planning
Emergency Goods- urgent need
(Use)
Consumer
Goods
Classification
Goods purchased by
final consumer for
personal consumption
Emergency Goods
Impulse Goods
Staples
Staples
Convenience
-Shopping
Specialty
Unsought
Less frequent purchases
requiring more shopping
effort and price, quality,
suitability and style
comparisons in several
stores or between brands.
Prices higher than
convenience goods
Selective distribution in
fewer outlets
Advertising and personal
selling by producer and
reseller
Types of
Consumer
Products
Consumer
Goods
Classification
Convenience
Shopping
-Specialty
Unsought
Products having unique
characteristics or brand identity
for which a significant group of
buyers is willing to make a
special purchase effort
(substantial time, price & in
locating product) .
High price
Selected distribution even with
no convenient locations.
(although they must let
prospects & buyers about
location)
Carefully targeted promotion by
producers and resellers
Types of
Consumer
Products
Consumer
Goods
Classification
Convenience
Shopping
Specialty
-Unsought
Consumer products
that the consumer
either doesn't know
about or if knows about
even then doesn't
normally think of
buying right now.
Pricing varies
Distribution varies
Aggressive advertising
and personal selling by
producers and resellers
Types of
Consumer
Products
Consumer
Goods
Classification
Products that are usually purchased
due to adversity rather than desire
the coffin cost $25,000.
By-Product
A by-product is a secondary or incidental product
deriving from a manufacturing process, a chemical
reaction or a biochemical pathway, and is not the
primary product or service being produced. A by-
product can be useful and marketable, or it can be
considered waste.

Dried blood-from slaughterhouse operations
Feathers - poultry processing
Product Mix (also called Product Assortment)- Set of all
products offered for sale by a particular company. A
product mix consists of various product lines.
Product Line- A group of products consist of all similar
items in one category. All products which are closely
related, having similar uses and similar physical
characteristics
Number of items being offered by one product line is called
length of Product Line.
The width of Product Mix refers to total number of product
lines offered by company
Length of Product Mix refers to total number of items in
product mix
Corporate &
Investment Banking
Personal Banking
Mortgage Finance
Auto Finance
Business Finance
Travellers Cheques
Profit / Markup
Rates on Retail
Products
Agriculture finance

The Depth of Product
Line refers to how many
variants( flavors, sizes,
colors etc.) are offered of
a product in the product
line .

The Consistency of
Product Line refers
to how closely
related the various
lines are in the end
use, production
requirement,
distribution channels
or some other way.

Polyester Power Generation
Textile Financial Services

Brands
Fabric &
Home care
Ariel
Tide
Fairy
Dash
Bonux
Lenor
MR Clean

Food &
Beverages
Nutristar
Sunny
Delight
Pringles
Crisco
Jif
Olean
Folgers
Health care

Actonel
Didronel
Metamucil
Peptobismol
Vicks
Crest
Blend-a-mend
PUR

Baby care

Pampers
Dodot
Luvs
Feminine
care
Always
Alldays
Tampax
Whisper
Beauty
care
Olay
Safeguard
Pantene
Pert Plus
Max Factor
Cover Girl
Camay
Zest
marketing approximately 250 brands
in over 130 countries.
Product Line Decisions
Line Stretching
When a company
lengthens its product line
beyond its current market
range (making additional
products for upper or
lower class users)
Line Filling
Adding more items
within a product
range to get more
profits, fill missing
items in product line,
utilize excess
capacity, try to be
leading as full line
company, to fill holes
to keep out
competitors
Downward
Upward

Line Pruning
Dropping weak
Items from
product line
Two-way
Brand/Trade Mark
A name, term, sign, symbol, or design, or a combination of these,
intended to identify the goods or services of one seller or group of
sellers and to differentiate them from those competitors
A Brand Name consists of words, letters, or numbers that can be
vocalized
Brand Mark is a part of brand that appears in the form of a symbol ,
design or distinctive color or lettering.
O A trademark is designated by the following symbols:
(for an unregistered trademark, that is, a mark used to promote or
brand goods);
(for an unregistered service mark, that is, a mark used to promote or
brand services); and
(for a registered trademark).
http://www.ipo.gov.pk
Anyone who claims rights in a mark may use the
TM (trademark) or SM (service mark) designation
with the mark to alert the public to the claim. It is
not necessary to have a registration, or even a
pending application, to use these designations. The
claim may or may not be valid.

The registration symbol, , may only be used when
the mark is registered in the PTO. It is improper to
use the registration symbol at any point before the
registration issues.
Terms such as "mark", "brand" and "logo" are
sometimes used interchangeably with
"trademark". "Trademark", however, also
includes any device, brand, label, name,
signature, word, letter, numerical, shape of
goods, packaging, color or combination of
colors, smell, sound, movement or any
combination thereof which is capable of
distinguishing goods and services of one
business from those of others.
Desirable Qualities For A Brand Name
Suggest something about the products benefits or
characteristics ( fair & Lovely, ufone, Compuclinic, Mr.
books, Cakes & Cookies, Telenor, Hijjab, Bugrer king,
Candyland)
Easy to pronounce, recognize, and remember
Capable of being registered and legally protected
It should be distinctive
It should not carry poor meanings in other countries
and languages
Be adaptable to additions of product line or product
mix (McDonald vs. Burger King or Pizza Hut,
Alaska Airline vs. United Airlines)
In 2005, the management of
the bank abbreviated its name
from Muslim Commercial
Bank Limited to MCB Bank
Limited to explore
international markets; they
were facing resistance due to
the word Muslim especially
from Western Countries to
avail license.
Nishat Group is a business
conglomerate founded and run
by Mian Muhammad Mansha.
The company has fixed/current
assets of over Rs.300 billion
(US$ 5 billion), it ranks
amongst the top five business
houses of Pakistan
Brand Name Strategies
Individual names/branding- Company gives separate
names to its all products. ( Unilever, P & G)
-Company doesn't tie its reputation to the product in case
products fails or appears to be of low standard.




Blanket family name/Corporate branding- Company
give same names to its all products/ company's name is used
as a product brand name
- less expenditures on brand name recognition
LG TV, LG radio, LG DVD, LG Fridge etc
Separate family names for all products- When company
produces quite different products from each other then
gives separates names (Product line name) to all similar
products.
Company Trade name combined with individual
product names-
- Simultaneously product & company recognition


Co-brand- Brands bearing two or more well known brand
names (two separate companies or with two product line
names)
multiple sponsor co-branding.
Joint venture co-branding

A fighting brand is a brand created specifically to counter
a competitive threat either by a company or by joint jenture
with other companies.
+ Nestea is a brand of iced tea manufactured by Nestle & distributed by
The Coca-Cola Company. It competes with Unilever/Pepsi's Lipton
Iced Tea.



A Premium Brand typically costs more than other
products in the category or which is the most widely
admired brands of the firm.

When large Retailers buy products in bulk from
manufacturers and put their own brand name on
them, this is called private branding , store brand,
or private label.

When a company sells the rights to use a brand
name to another company for use on a non-
competing product or in another geographical area,
this is referred to as Brand licensing.

Derived brands
In this case the supplier of a key component, used by a
number of suppliers of the end-product, may wish to
guarantee its own position by promoting that component as
a brand in its own right.
Brand Strategy decision
Line Extension- Adding new sizes, styles, colors &
flavors to existing product



Brand Extension (Sub-Brand)- famous Brand
name extended to new products.
An existing brand that gives birth to a brand extension is often referred to as the parent brand
Multibrands- New brand name in existing product
line ( Dove, Lux, Lifebuoy)
New Brand- new brand name for a newly established
product line


Brand equity
A brand's power derived from the goodwill and name
recognition that it has earned over time, which translates
into higher sales volume and higher profit margins against
competing brands.
The brand can add significant value when it is well
recognized and has positive associations in the mind of the
consumer. This concept is referred to as brand equity.
+ Measures of Brand Equity
i. Brand awareness
ii. Perceived quality
iii. Brand Association
iv. Brand loyalty
v. Extra price payment
The Atlas Group is a diversified dealing in engineering,
financial services and trading. The Atlas Group was laid
in 1962, with the establishment of Shirazi Investments
(Private) Limited. It consists of seven public limited
companies out of which six are quoted on the stock
exchanges in Pakistan, and five private limited
companies.
List of some famous protected trademarks
frequently used as generic terms
Coke- (Coca-Cola Company) Popularly used to refer to any soft
drink; Also used for rival brands of cola (e.g., Pepsi)
Formica- (Formica Corporation) Wood or plastic laminate
Google- As a verb, to use a web search engine.
Jeep- (Chrysler) Compact sport utility vehicle
Vaseline- Petroleum jelly
Walkman- often used generically for any portable stereo player
Aspirin- Still a Bayer trademark name for acetylsalicylic acid in
about 80 countries, including Canada and many countries in Europe,
but declared generic in the U.S.
Xerox- Photocopier or to make a photocopy
TCS-
Surf- a brand of laundry detergent made by Unilever
Advertising slogans are short, often memorable
phrases used in advertising campaigns. They are
claimed to be the most effective means of drawing
attention to one or more aspects of a product. A
strapline is a British term used as a secondary
sentence attached to a brand name.
Rishta wahi, Soch nai
Packaging
` Activity of designing and producing the container or wrapper for a
product.
+ 3 levels
I. Primary Packing- Contains core product
II. Secondary package- Contains primary packaging
III. Shipping Package- contains products in bulk quantity.
Protection against damage,
spoilage, tampering etc.
Assistance in marketing
the product
Provides Self service
opportunity in stores
Portability
Labeling
Simple tag attached to the product or elaborately designed printed
information appearing on or with the package.
Performs several functions:
E Identifies product or brand
E Describes several things about the product
E Promotes the product through attractive graphics.
Features of Labeling
- Product & company name
- Features of Product
- Open dating- product manufacturing & expiry dates
- Unit pricing- simple or through UPC
- Grade labeling- quality level
- Ingredients
A bar code on a products package that provides
information read by optical scanners.
` UPC codes provide several advantages: labor saving,
improve inventory control, and help with marketing
research.
The Green Dot is the license symbol of a European
network of industry-funded systems for recycling the
packaging materials of consumer goods
79400 80740
POLYTHENE TEREPHTHALATE (PET) is a
material widely used for packaging, especially
drinks containers. It is 90% recyclable
The CE marking
certifies that a
product has met
EU consumer
safety, health or
environmental
requirements.
CE stands for
Conformit
Europenne,
"European
conformity" in
French.
Promotes Identifies
Competitive
Advantages
Describes
Sales
Tasks
Product
Safety
Packaging

Labeling