Professional Documents
Culture Documents
Branding
Perhaps the most distinctive skill of professional marketers is their ability to
create, maintain, protect, and enhance brands of their products and services.
Existing
Line Brand
Extension Extension
BRAND
NAME
New
Multibrands
Brands
New
Existing New
PRODUCT CATEGORY
• Line Extension
Existing brand names are extended to new forms,
sizes, and flavors of an existing product category.
Dove Soap, Dove Gentle Exfoliating Soap & Dove
fresh moisture Bathing Bar
80 Virgin Brands
DETTOL
ANCHOR
• Multibrands
New brand names are introduced in
the same product category.
HUL: Lux, Lifebuoy, Liril, Hamam,
Breeze, Dove, Pears, Rexona
Cannibalization
• New Brands
New brand names in new categories
are introduced
• Co-Branding
Kingfisher
NDTV Good Times
Packaging
Packaging involves designing and producing the
container or wrapper for a product. The package
may include the product's primary container (the
tube holding Dettol Shaving Cream); a secondary
package that is thrown away when the product is
about to be used (the cardboard box containing
the tube of Dettol); and the shipping package
necessary to store, identify, and ship the product
(a corrugated box carrying six dozen tubes of
Dettol Shaving Cream).
Growing Use of packaging as marketing tool;
5. Self service
6. Consumer affluence: consumer are now willing to
pay a little more for convenience, appearance and
prestige of better packages.
7. Company & Brand Image: Instant Recognition
8. Innovation Opportunity
Labeling, printed information appearing on or with
the package, is also part of packaging.
PRODUCT MIX AND LINE
A product mix (also called product assortment) is the
set of all products and items that a particular seller
offers.