Académique Documents
Professionnel Documents
Culture Documents
Marketing Mix
Product and Branding
• Monica Hope
• Teaching Fellow Retailing and Marketing
• Week 4
Wednesday, 15
Recap :
Promotions
2
Learning Outcomes
4 P’s
Jerome McCarthy, 1960
Product focus
Services Disintermediation
Target Market
What is a Product ?
• Anything that can be offered to a market for attention,
acquisition, use or consumption that might satisfy a want or
need. (Kotler)
• It includes physical objects, services, personas, places,
organisations & ideas.
Tangible Attributes Intangible Attributes
• Availability • Image
• Performance • Perceived Value
• Price • Design
Example: Car
Products Levels
Future Developments Potential
Installation Augmented
Packaging
Delivery After
Brand Core Features
& Credit Name
Inst
Product
Sales
Actual
Warranty /Tangible
Core
Source:
http://www.docslide.com/the-tourism-and-hospitality-
product/#
Product v’s Brand
Chocolate
Mobile phone
Fast food
Hotel
Car
What is a brand?
10
Brands ….? The experience is the brand
People are also brands we associate with
those with similar core values to ourselves
Creating a brand- link with core values
Brand Brand
potential name Brand
and potential
images Service
Core
Delivery product Guarantees
Quality
and Packaging
design
Brand
potential
Important that these factors align with each other to
provide a consistent message to the customer. 13
Packaging / Presentation
Here the brand names create a perception of quality in the customer’s mind
Global Branding Strategies
https://www.youtube.com/watch?v=Q8H9WvaVgG4
• Asda price guarantee
Quality
Colour
Script
Placement /atmosphere of ad
Design/ features
Service
Amazon Prime
https://www.youtube.com/watch?v=-CYT4PFV_Hs
Brand Personality
Mr Apple
Mr IBM
• Young
• Older
• Super bright
• A bit stiff or
about computers
‘square’
• High achiever at
• Intellectual
the university
• Advanced
• Cool & down to
university
earth
degree
• Fun
• Social skills
• Creative
26
BMW created a fun personality when it
re-launched the mini
Blind %
Blind % Open %
What's in a name?
The business needs a name. It takes nine
months to think of one. For a while the brand is
known as Fast Tractor. Then Hungry Aphid. Then
Nude. Then Naked. Then innocent.
.
Developing the Innocent brand (2007)
Olympic smoothie
We’re the official smoothie and juice of the
London 2012 Olympic and Paralympic Games. We
launch a special Olympic smoothie, our grassy
bikes and bars serve drinks to visitors and
athletes across the Olympic Park and we put a
massive banner on the side of Fruit Towers
References
Armstrong, G., Kotler, P., Harker, M., & Brennen, R. (2012). Marketing an Introduction.
2nd Edition, Pearson Publishing.
Kotler, P. (DEC 1965)Competitive Strategies for New Product Marketing over the Life
Cycle, Management Science, Vol. 12, No. 4,, pp. B104-B119
Bello DC & Holbrook M (1995), ‘Does an absence of Brand Equity Generalize Across
Product Classes?’, Journal of Business Research, p125
Fan, Y. (2002) “The National Image of Global Brands”, Journal of Brand Management, 9:3,
180-192, available at Brunel.ac.uk
Kotler, Philip and Pfoertsch, Waldemar (2006). B2B Brand Management, ISBN 3-540-25360-
2.
http://www.enotes.com/topic/Brand (good for further information and references)
www.interbrand.com
www.602communications.com