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STIMULUS GENERALIZATION
Making the same response to slightly different stimulus.
FAMILY BRANDING
It is the practice of marketing a whole line of company
Easier & less expensive promotions Easier & cheaper new product launches Generalization of favorable brand associations from one product to others.
Potential risk from other products in the brand Need for maintaining consistent high quality of all products.
Brand
Over 30
MILK & RELATED PRODUCTS GHEE BEVERAGE RANGE
12
NOODLES SOUPS KETCHUP PASTAS
PRODUCT LINE MILK CHEESE SPREADS ICE CREAM PANEER GHEE CHOCOLATES MILK POWDER FRESH CREAM DAHI BEVERAGE RANGE
VARIANTS #1 Slim n Lite Pizza Mozzarella Butter Ice Creams Malai Paneer Ghee Milk Chocolate Bindaz Wafers Spray Fresh Cream Masti Dahi Flavored milk Probiotic Dahi Kool cafe Flaavyo Kool koko #2 Gold Processed Lite Frozen Yoghurts Fresh Paneer Yellow Ghee Almond Bar Chocolate Syrup Amulya Dark Chocolate Cooking Chocolates Fruit & Nut #3 Tazza Cheese Spreads Margarine Gouda Cheese #4
VARIANTS #1 2-Minute Healthy Soups Tomato Pazzta Magic Cubes Bhuna Masala Masala aeMagic Pasta & Pizza Sauce Tomato (NOG) Hot & Sweet Pichkoo #2 Vegetable Multigrainz #3 Vegetable Atta #4 Cuppa Mania
COMPETITION
AMUL
MOTHER DAIRY
Biggest competitor
MAGGI
Multiple brands due to various
product categories
Horlicks Foodles & Sunfeast
generalization BRITANNIA
Not present in packaged milk
Yipee (Noodles)
Knorr (Soups) Kissan & Heinz (Ketchups)
sector
Effectively uses family branding &
BRANDING STRATEGY:
Quality | Mascots & Taglines | Advertising | Social Responsibility All these have helped Amul in building a superior brand image &
this brand image is transferred to all other products that Amul launches
The consumers are now accustomed to trust Amul for all milk
related products
By using the same brand name AMUL on all products the
company uses stimulus generalization to enable a positive reaction towards their products
Amul uses its tagline (The Taste of India) & mascot (Amul girl) to
BRANDING STRATEGY:
BRANDING STRATEGY:
Nestles Maggi has coupled family branding with brand extension
launching multiple & even unrelated products under the same MAGGI brand name.
In
addition to innovative promotional activities & multiple packages, Maggi associated itself with mainstream television programme & advertised heavily on kids programme & channels. to position itself as the viable option for an evening snack.
Maggi employed repetition by showing television ads & attempting Maggi also extensively uses its bright yellow color in packaging,
BRANDING STRATEGY:
to foray into new product categories whereas Amuls product mix is limited to milk & related products
Maggi has also used its brand image to position itself in its target
brand image & their reinforcement efforts (advertising campaigns, etc.) in comparison
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