Understanding the Market Offer:

Goods & Services: II

Instructor:
Dr. Ravi Shanker
 Lesson 5

Product v/s Brand

 BRANDING
 BRAND
 BRAND NAME
 BRAND MARK
 TRADE MARK
 COPYRIGHT
BRAND: 4 LEVELS OF MEANING
 Generic Names
 Used to describe a product class
 These were all originally brand names.

•Nylon
•Kerosene
•Escalator
•Formica
•Cellophane
 BRAND NAME ‘SPECTRUM’

VISA MILK SWEET

HAJMOLA ‘N’ SPEED POST
KODAK SCHWEPPES FOOD 100% LOW

COMPLETELY ASSOCIATIVE COMPLETELY

FREE DESCRIPTIVE
STANDING
 BRAND: 6 LEVELS OF MEANING
 Attributes
 Benefits
 Personality:If a brand is a person
object, animal…
 User: Kind of consumer
 Culture
 Value (Producer’s value)
 Good Brand Names:
 Easy to remember and pronounce
 Should Reflect some aspects of the product
and reinforce product concept
 Ivoke positive association and suggest a
positive image
 Distinctive
 Communicate product benefits
 Say something about the user
 Avoid linguistic traps
 Can be legally protected
 BRANDING DECISIONS
1. Should the product be branded at all.
2. Who should sponsor the brand.
3. What Quality should be built into the
brand.
4. Should each product be individually
branded or family branded.
5. Should Two or more brand be
developed in the same category.
6. Should the established brand/product
be given a new meaning: Repositioning.
 Lesson 6

Line v/s Brand Extension

 Line Extension and Brand
Extension
When a company launches a new product ………..
 PRODUCT CATEGORY

Existing New

Existing
BRAND NAME

New
 PRODUCT CATEGORY

Existing New

Line Extension Brand Extension

Existing
BRAND NAME

New Multi-brands New Brands

 Lesson 7

Packaging and Labeling

 PACKAGING
1. PACKAGING MUST PROTECT WHAT IT SELLS AND
SELL WHAT IT PROTECTS.

2. PACKAGING IS THE ART, SCIENCE AND

TECHNOLOGY OF PREPARING GOODS FOR
TRANSPORT AND SALES.

3. PACKAGING MAY BE DEFINED AS THE MEANS OF

ENSURING SAFE DELIVERY OF A PRODUCT TO
THE ULTIMATE CONSUMER IN SOUND CONDITION
AT THE MINIMUM OVERALL COST.
Package: Extension of Product
 Attention
 Identifiable image
 Protection
 Promotion
 Ecological function
 Information & inserts
 Encourage multiple unit
purchases
 LABELLING
 ADVERTISINGMESSAGE
 CONSUMER INFORMATION
 LEGAL REQUIREMENTS
 Lesson 8

Understanding the market

offer: As a bundle of goods
and Services
 Review
 Define product
 Learn to classify products
 Understand differences between
product lines & product mixes
 Review brand-related terminology
 Developing New service Products