OBJECTIVES OF THE STUDY

Analyse two separate family branding giants Kelloggs and Johnson & Johnson

Study the product lines for both the companies and how their products are

categorized. Assessment of how the companies ssocite family branding with their

different products.

Evaluate which organization appears to be superior

Identify the Behavioural learning principles used by these companies

LITERATURE REVIEW

1. Brand Equity

Building and properly managing brand equity has become a priority for companies of all

sizes, in all types of industries, in all types of markets. After all, from strong brand equity

flow customer loyalty and profits. The rewards of having a strong brand are clear.

In this article, Ill identify the ten characteristics that the worlds strongest brands share

and construct a brand report carda systematic way for managers to think about how

to grade their brands performance for each of those characteristics.

The worlds strongest brands share these ten attributes:

i. The brand excels at delivering the benefits customers truly desire.

ii. The brand stays relevant.

iii. The pricing strategy is based on consumers perceptions of value.

iv. The brand is properly positioned.

v. The brand is consistent.

vi. The brand portfolio and hierarchy make sense.

vii. The brand makes use of and coordinates a full repertoire of marketing activities

to build equity.

viii. The brands managers understand what the brand means to consumers.

ix. The brand is given proper support, and that support is sustained over the long

run.

x. The company monitors sources of brand equity.

Source: https://hbr.org/2000/01/the-brand-report-card

2. Behavioural Learning

Behavioural learning theorists believe that learning has occurred when you can see

changes in behaviour. The behavioural learning model learning is the result of

conditioning. The basis of conditioning is that a reward following a desirable

response acts as a reinforcement and increases the likelihood that the desirable

response will be repeated. Reinforcement is the core of the behaviourist approach.

Continuous reinforcement in every instance of desirable behaviour is useful when a

behaviour is being introduced. Once a desired behaviour is established, intermittent

reinforcement maintains the behaviour. Behaviourist theory approaches are

frequently used in weight loss, smoking cessation, assertiveness training, and

anxiety-reduction programs. The importance of regularly and consistently rewarding

desired behaviour immediately and not rewarding undesirable behaviour is crucial to

the success of a behaviourist approach to learning. Learning is broken down into

small steps so that the person can be successful.

Source: http://www.euromedinfo.eu/behavioral-cognitive-humanist-

approaches.html/
3. Family Branding

One of the branding strategies is Umbrella branding, also known as the family branding.

The concept of umbrella branding represents a marketing practice which involves selling

many related products under a single brand name. Therefore, it involves creating huge

brand equity for a single brand. In practice, implementing umbrella branding can be

challenging marketing for the marketer because he needs to effectively coordinate

amongst all individual brands. But in reality, it can be an amazing advantage as well.

The basic idea behind this strategy is to enhance marketability of products and it follows

the psychological concept that any product that carriers the same brand name is

produced using the same high standards of quality. So a brand may have 10 product

lines, but the trust on that brand, leverages the attributes of all the 10 product lines.

Source: http://www.marketing91.com/umbrella-branding/
METHODOLOGY OF THE STUDY

Secondary Research

Secondary research makes use of information previously researched for other purposes and

publicly available. This is also known as 'desk research'. Secondary research includes

published research reports in a library, surveys or the Internet. It can also include scientific

reports produced by medical councils, universities or government. In market research

context, secondary research is taken to include the re-use by second party of any data

collected by first party or parties. key performance area in secondary research is the full

citation of original sources, usually in the form of complete listing or nnotted listing.

Reasons for Selecting Secondary Research as the Study Methodology:

Ease of Access - The Internet has changed how secondary research is accessed, by

offering convenience (e.g., online access from many locations) and generally

standardized usage methods for all data sources.

Low Cost to Acquire The secondary research has helped in getting the needed

information in a much less expensive way.

Difficulties in Conducting Primary Research - In order to understand how the concept

of family branding is being used by the two companies under study, i.e. Kelloggs and

Johnson & Johnson, conducting in-depth interviews of senior company executives

was an lterntive, but this pproch could not possibly be adopted due to several

practical problems and difficulties.

Sufficiency of the information obtained from secondary sources - The websites of

Kelloggs (www.kelloggs.com) and Johnson & Johnson (www.jnj.com) were found to

 be rich information warehouses of information. This information was found to be

adequate for us to conduct the study successfully.

sSOURCES OF SECONDARY RESEARCH

1. http://www.jnj.com/

2. www.kelloggs.com/

DATA COLLECTED THROUGH SECONDARY RESEARCH

Company background

History of the company

Product portfolio

Promotions and offers