1 Branding ABC’s
Dec 16, 2015
PRODUCT DEVELOPMENTEvolving your product to stay ahead of the
competition Gatorade -http://www.youtube.com/watch?v=nWAjioAfDW0
http://www.youtube.com/watch?v=NAtIZafyeHI
Google Google Plus -http://www.youtube.com/watch?v=GRmDGvdkg8E
Health- http://www.youtube.com/watch?v=yNe6-p4G7Ik http://googleblog.blogspot.com/2011/06/update-on-google-health-and-google.html
Three keys to a successful product launch
The right productThe right timingThe right people
THE RIGHT PRODUCT
Make sure you have the best product before launching it
INC: Dumb productshttp://www.youtube.com/watch?v=bvB5ZIbLirc
Dads - productshttp://www.youtube.com/watch?v=_UppL6_sVNs
Product must satisfy a needMust meet consumer expectationsMust be produced at a profit
THE RIGHT TIMINGIf your product is seasonal, you will want
to wait until the start of the selling season
Replacing an old product,
wait until merchandise is out before launchingFood Saver- http://www.youtube.com/watch?v=SYJBNn0uAFk
Food Saver -http://www.youtube.com/watch?v=jIlXtwjOjvM&feature=player_profilepage
NEW PRODUCTS
http://www2.kelloggs.com/ProductNew.aspx
http://edisonawards.com/BestNewProduct_2011.php
http://www.drinkcodeblue.com/ - Which of the 5 suggestions do you think will work the best?
THE RIGHT PEOPLEPeople who buy new products, “early
adopters” (Ipad 3)Pioneers of new products
Late Adopters, cautious consumerWon’t try your product, simply because it’s new.Middle Adopters (80%)Must be convinced that your product is worthwhile, before buying.
Need to tell them why “new” is betterMust run lot’s of ads to tell people about your product.
You have 6 months, to claim “new”After, show how well your product performs.
KEY TERMS –PG 5
Choose one of the following sections to read about:
1. Types of consumer products pg 308-310
2. Product Items, Lines and Mixes pg 310-311
3. Adjustments to Product Items pg 312-314
4. Branding pg 314-315
5. Branding Strategies pg 316-320
6. Packaging pg 320-323
COMPLETE THE FOLLOWING QUESTIONS AS A GROUP (EACH MEMBER NEEDS TO WRITE DOWN ANSWERS) 1. What is the name of your Section
2. What is the most important part of your section for a business leader to know? (Imagine that you only have 30 seconds in an elevator to convince someone this is important)
3. What is the Learning objective from this section? (After reading this section, what should everyone know?)
4. What are the key terms everyone should know from this section
5. Provide an example of a company that understands this Learning Objective Effectively
6. Provide an example of a company that failed to understand this Learning objective.
RE-SHUFFLE GROUPS!
Each Member of your group will count off from 1-4. You will then form new groups of six- Each member will of the group will teach the other member about their section in a 3 minute presentation
*Members should be completing their terms sheets during presentations.*
GROUP MIND MAPS.
• Using a piece of Presentation Paper, groups will create a Mind Map that represents the process of product development. The mind map should connect all of the terms and section notes.
NEW PRODUCTS
Pick a Product from the Edison Awards Finalists and Answer the following questions. Send and e-mail to Mr. Fassl with your answer!
http://www.edisonawards.com/BestNewProduct_2012.php
1.Do the product fill a need?
2. Is it the right time?
3. Can they make a profit? Explain.
4. Do you think they will be successful? Why or Why not?
FUTURE PRODUCTS…DIGITAL $$$
Jetsons The future of businessWhat are three things that
businesses need to do to be successful with customers in 2016.
Complete your ticket!
Entrepreneurship- Imagine that you are going to open a retail clothing business..
Write down all of the decisions you will need to make
PRODUCT PLANNING
Making decisions about features that are needed to sell a product
Packaging, Branding, Labeling
Product MixAll the different products that a company makes or sells.
http://www.gm.com/vehicles/browseByBrand.htmlhttp://www2.kelloggs.com/Product/Product.aspx
PRODUCT LINE
Group of closely related products manufactured and/or sold by a business
All of the Chevy’s produced by GMAll of the Cereal’s produced by Kellogg’sProduct ItemA specific model, brand or size of a product within a product line.
Ex. Chevy Cruz, or Fruit loops
PRODUCT WIDTH/DEPTH
Product WidthNumber of different product lines a business manufactures or sells
Product DepthNumber of product items within each product line.
Blades and Razors
Toiletries Writing Instruments
Lighters
MACH 3FusionSensorTrac IIAtraSwivelDouble EdgeLady GilletteSuper speedTwin InjectorTechmatic
SeriesAdornToniRight guardClinical StrengthSilkienceSoft and DriFoamyDry LookDry IdeaBrush Plus
Paper MateFlair
CricketS.T. Dupont
Depth of P
roduct Lines
2001-WIDTH OF THE GILLETTE PRODUCT MIX
Razors Gel and skin car
Body Wash Deodorant
Fusion ProglideMVPGamerFusion PowerMach 3 turboM3 powerVenus
Pro SeriesAftershaveProglide shave gelHydragelFoamFOAMY
Body WashFresh + Clean
ClinicalOdor ShieldClear GelPower beads
Depth of P
roduct Lines
HTTP://WWW.GILLETTE.COM/EN/US/HOME.ASPX
2011-WIDTH OF THE GILLETTE PRODUCT MIX
PRODUCT MIX STRATEGIES
Plan on which products to make or stock
Different strategies depend upon resources and company objectives.
Add new productsModify current productsDelete existing productsTo make these decisions, you look at sales and current trends in the marketplace
NEW PRODUCT DEVELOPMENT
Generate New IdeasScreen ideasDevelop the productTest the productIntroduce the productEvaluate customer acceptance
LINE EXTENSIONSProduct ModificationAltering an existing productNew color, style, features, sizes, formula, variety.
Usually the old product is phased outOften the packaging is modified to attract attention…. http://www.nabiscoworld.com/default.aspx
RITZ http://www.youtube.com/watch?v=zsAOGR365Uo&playnext=1&list=PL81E0AF4CA1407E44
Pita Chips http://www.youtube.com/watch?v=CuQcWNim1Io
DELETING A PRODUCT LINE
ObsoleteLost it’s appealDoesn’t match Co. objectivesMake room for new productNo longer profitableConflicts with other products
Pepsi Clear http://www.youtube.com/watch?v=Tign09D5IgE Cabbage Patch http://www.youtube.com/watch?v=H3lK8eZ3fN4
LINE EXTENSIONSYou are the manufacture of
Stride. Visit stride’s website at stridegum.com
You are to determine the next new “hot” flavor of gum to introduce.
Name of Gum- “make sure it flows with the other flavors”
Write an “introduction”
CONVENIENCE GOODS
Goods that we just buy without thinking about price.
Staple good – regular, routine purchases (bread, milk, etc.)
Impulse Good – purchased on spur of the moment (magazine, candy, inexpensive products
Emergency Goods –purchased as result of urgent need (gasoline, plumbing, ambulance)
SHOPPING GOODS
Products that we spend time considering before making a purchase decision
Usually more expensive than convenience goods
Examples are: Clothing, houses, major appliances, stereo goods
SPECIALTY GOODSWill not consider buying anything else as a substitute.
Favorite brand of jeans? Two factors – importance to customer- willingness to delay until specific product is located.
THE PRODUCT MIXAll the different products that a company makes or sells.
Could be over 100Could be as few as 1
REVIEW: PRODUCT LINEA. All of the Products a
company makesB. Groups of closely related
ProductsC. Specific Items sold by a
companyD. I have no idea.
REVIEW: PRODUCTSProduct Width –A. # of Different LinesB. # of Different ProductsC. # of Different DistributorsD. # of different mixes company hasE. I have no idea!
Product Depth –A. # of Different LinesB. # of Different ProductsC. # of Different DistributorsD. # of different mixes company hasE. I have no idea!
THE PRODUCT LIFE CYCLE
Growth
Introduction
Maturity
Decline
Deletion/Rejuvenation
Focus on Promotion and Production.Goal: Attract attention to productSpecial sales to get customers to try.
Increasing sales.Advertising now focuses on customer satisfaction rather than new product benefits. Competition is now aware, and copying products. Introduce new models to stay ahead of competition.
Maturity. Sales level offSpend Ad money fighting off competition. Advertising expenses climb. Must develop improvements to product to keep sales goingMust tell how your product is better than competition.
Decline:Sales Fall off. Profits are now lower…Cut advertising.Make Decisions regarding continuation of product.
Rejuvenation:
Must incorporate new strategies to keep product from failing. -Selling business-Licensing product-regionalizing, Modernizing-Altering(repackaging)
QUESTIONS TO ANSWER TO DETERMINE PRODUCT
MIXWhat is the target market?
What kinds of products do customer’s want?
What products are competitors offering?
How many product lines and product items are needed?
FUNCTIONS OF PACKAGING
Sell Product ID
Info Meet custom
er Needs
Protect Cust.
Protect the
product
Theft Red.
Visual Appea
l,
Color
Directions, Nutritional
info, guarantee, warnings, instruction
s
Better way
to use product (Heinz, chips a hoy,
medicine bottles)
Glassplastic,Tamper-resistant
Prot. From
breakage Clamshell,
better seals
Bulk Size of
packaging
LABELING
Label - information tag, wrapper, seal, imprinted message that is attached to a product or package
Two main functionsInform customersDirections for use
Contents of a labelBrand Nameingredientsdirectionspromotional messagesMost Food labels contain weight -datesillustrations -storage informationmanufacturers name & addressuniversal product code (upc)guarantee
LABEL LAWSFederal Nutrition Act (1994)light, lite, free, low, reduced, good sourceprovides consistent labeling for eachrequires nutritional information
Care Labeling Rule 1972care labels on textile clothingcriteria for using “recycled content,” recyclable, degradable.
BRANDING –
Brand name- group of words that can be spoken about a brand (Special K)
Brand Mark – the symbol or design that identify a brand (K)
Trade name – identifies the company (Kellogg’s)
Trade character – brand mark that has been given human form, (dough boy)
TRADEMARKA brand name, brand mark, trade character or a combination that get legal protection.
Kellogg’s Special K ®
These elements combined are used to form a firm’s corporate symbol
BRANDING
Why? Helps to assure customers of qualityIdentifies who manufactures productHelps introduce new products Customers are familiar with company
Helps to establish a corporate image
TYPES OF BRANDSNational – manufacture brands Generate majority of sales
Customers - consistent quality, performanceGeneric – “No Frills”Don’t carry a brand name30-50% less expensivePrivate – “store label”Quality and performance at lower price
Large profits for retailers, customer loyalty
PRODUCT POSITIONING
The efforts a business makes to identify, place, and sell its product in the marketplace
Price and qualityFeatures and benefitsUnique CharacteristicsRelation to CompetitionOther products in product mix
POSITIONING BY PRICE AND QUALITYFord FocusEconomical, Fuel EfficientFord TaurusFamily carSafe, High QualityPorcheHigh Priced, Sports CarGives each car a unique position in the market place
BY FEATURES AND BENEFITS
Ford Focus –What are their Unique Features?
Oil of OlayFacial moisturizer and cleanser to keep skin soft and youngHonda OdessyFeatures- Benefits?Mitsubishi Eclipse
UNIQUE CHARACTERISTICS
Goal is to set products apart from competition.
Mighty PuttyWhat’s unique about DELL
computers?http://www.youtube.com/watch?v=WpaiTwAslsM
RELATING TO COMPETITIONhttp://www.apple.com/getamac/ads/
Mac vs Pc
Progresso – Vs – Campbell'sProgresso
http://www.youtube.com/watch?v=wj9myfIgpTM&feature=PlayList&p=318C2EC3F8351725&playnext=1&playnext_from=PL&index=83
Campbells chunky http://www.youtube.com/watch?v=8syv6GupEXw
http://www.youtube.com/watch?v=4sfAvBntndM
The companies are trying get customers to believe that their product works better than competition.
Which Product is Campbell's better than?
RELATING TO OTHER PRODUCTS IN MIX
Coke vs coke http://www.youtube.com/watch?v=pv8YgrqUCVU
http://www.youtube.com/watch?v=_UzU7sQFZKo&feature=related
New Ritz ChipsHow is it different than other products?Maxell HeadphonesClassicFashionPremium
POSITIONING CHECKhttp://www.youtube.com/watch?v=tKXoll6GaNQ http://www.youtube.com/watch?v=QyBOBntguPUFBhttp://www.youtube.com/watch?v=yylNWKoifgk&feature=related
Qualityhttp://www.youtube.com/watch?v=9mD9QqZnunY&feature=PlayList&p=60B15B53B29EB6D2&index=7
Against other Products in Mixhttp://www.youtube.com/watch?v=xhiyDQNmEjY&feature=relatedhttp://www.youtube.com/watch?v=TnABZM83hqgAgainst Competition
POSITIONING “YOUR” PRODUCTGMC EN-V
Mentos Gum
CAN YOU “SEE” IT…
If you look at the center of this logo, you can see two people enjoying a Tostito chip with a bowl of salsa.
This logo conveys an idea of people connecting with each other
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CAN YOU “SEE” IT
First of all, the yellow swoosh looks like a smile: Amazon wants to have the best customer satisfaction. The swoosh also connects the letters a and z,meaning that this store has everything from a to z.
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BRANDING/PRODUCT ARTICLES
Read your Article as a GroupSummarize it for the classIs it a good idea? Why or why not?How can this information make you more successful in business?
BEVERAGE PRODUCT LABEL
Must Include the Following:
Brand NameNutrition FactsIngredientsDirections for useWeight (usually in FL oz)
Dates (expiration or manufactured)
storage informationmanufacturers name & addressUniversal product code (upc)
Optional Items
GuaranteePromotional messagesIllustrationsWebsiteConsumer Contact Phone numberRecycling Fees and discounts