2. Chapter4: product
Powerpoint: chapter4.1
Powerpoint: chapter4.2
Powerpoint: chapter4.3
Powerpoint: chapter4.4
Chapter5: place
Powerpoint: chapter5.1
Powerpoint: chapter5.2
Chapter6: price
Chapter7: promotion

3. A.Whatis a product
B. Product categories
C.Product mix
D.Brand decisions
E.Product features
F.Product development
G.Product life cycle
4 classes:
4.1, 4.2, 4.3 and4.4
4.1
4.2
4.3
4.4

4. Brand name strategies
Mono andmultibranding
Brand extensions
Choosinga brand name
Co-branding
E.product features
Quality
Guarantee/ Warranty
Service
Concept/product design
Packaging
= continue 4.2: D.Brand decisions

5. Monobranding Multibranding (umbrella branding)
 Mondelez (Kraft Snacking)

6. Advantages:
Expansion bymeans of market segmentation
Mondelez: Mignonetteversus Oreo
Stimulateinternalcompetition
Improvenegotiationposition
More brands= more shelfspace
Varietyseekingof consumer

7. Disadvantagesof monobranding
Up toyou
Thinkof at least3 disadvantages
In pairs
5’

8.  Advantages:
 Launch of many new products
 Halo-effect in marketing

9. Disadvantages:
Damagedreputationforoneproduct => wholecompany canbe‘hurt’

11. Mono-multibranding Multi-monobranding
 Fox, Golf, Lupo, …

12.  Strong brand name? Extensions can become successful!

13. But theycanfailtoo…: Bic perfume

14. Up toyou
Thinkof 5 productsthathave extendedtheirbrand
Successfullyor unsuccessfully
FMCG, carindustry, entertainment industry, …
In pairs
5’

15. Basically2 choices
Descriptive
Associative
Or combinationof both
Whatmakesa brand name reallygood?
Pronunciation, easy toremember, short, logical, elastic(in case of brand extension), …
International?
More in 2nd yearmarketing

16. Whatdo youthinkof

17. Up toyou.
Thinkof brand nameswherebythe followingelementswereusedtocomposethe name:
Founderof the company
Location
Reference tothe basic features of the product (eg. Ingredients)
A symbolicmeaning

18. Manycompanies have alreadyexperiencedthe consequencesof a badlychosenbrand name
RollsRoyceSilver Mist
Fiat Uno: ‘loser’ in Finnish
Lada Nova: ‘doesn’tgo’ in Spanish
Mercedes 400: 4 symbolizesdeathin manyAsiancountries
Nissan Serena: ‘serena’ is alsobrand of monthlytowel
Spunkbiscuits
Crapspread

19. The Joyce principle: spontaneousbrand name associations
The Juliet principle: associationsmade becauseof education
Competition:
Innovation
Me-too
Thinkof potentialinternationalisation

20. Relationshipbetweenproduct andbrand name
Positioning basedon
Instrumentalfeatures: Belolive
Expressivefeatures: Vitalinea, Dove, Danette
Depends on brand extension plans
Noteasy witheverybrand name
Tomorrowland=> Tomorrowworld
Maes Pils => ?

21. Watch out: me-toonamescanbedangerous
Confusion
Legal consequences
Conductmarket research tocheck appropriateness
Exampes:
WE radio station versus
Radio station MNM versus

22. Example:

23. Strategywherebytwo/more brand namesare usedtomarket a product
2 completelydifferent productscomplement eachotherandhave the samepositioning
Co-branding: when?
On product level
On distributionlevel
On communicationlevel

24. On product level:

25. On distributionlevel:

26.  On communication level:

27. Advantages
More efficient
‘surprise’ effect
Competitivepower
Meetsconsumers’ needsof laziness
Spread costsandrisks
Disadvantages
Up toyou
Manytrials anderrors: Philips
At last… :

28. A.Whatis a product
B. Product categories
C.Product mix
D.Brand decisions
E.Product features
F.Product development
G.Product life cycle
4 classes:
4.1, 4.2, 4.3 and4.4
4.1
4.2
4.3
4.4

29. E.
Quality
Guarantee/warranty
Service
Concept/product design
Packaging

30. Qualitymanagement:
Look forqualityimprovementson allcompany levels andforallstakeholders
Consumer satisfactionis keyhere:
Especiallyin services marketing
Product quality: life expectation, easinesstouse, …
Happy consumer? WOM andrepeatedpurchase
Unhappyconsumer?

31. Product quality
Sustainableconsumptiongoods
Food products
Other
Consumer quality
Way in whichqualityis perceivedbyconsumer
Depends on situation
Depends on expectations
Earlierexperiences, marketing, price, qualitylabels, …
Up toyou: depictsituationwhenyourqualitydemandswerenotmet

32.  Quality labels = a promise
• “Champagne”
• “Delft” pottery

33. Qualitymanagement forproducts=
Choosethe qualitylevel thatsupports the positioning of yourproduct

34. Writtenstatement containinga clause
Actions (tobe) taken ifa product does notmeet the qualityrequirementswithina giventime span
Conditions: time, parts, functionality
Function: reduce(financial) risk
FMCG: trial andreimbursements

35. In general
Before, duringandaftersales

36. Beforebecominganactualproduct, product first have a concept design

37. Actualdesign:
Must beof goodquality
Must bepractical
Must beattractive
Must bebeautiful

38. Technical function:
Protection/useandre-use
Management andlogisticalfunction
Bar codes
Commercial andcommunicativefunction
‘silent’ sales agent

39. Communicativefunction:
Mentionstype of product
Carries brand name
Mentionsproduct information
Sales promotionscarrier
Canlead tocross-selling
Mentionsdifferencesin futuredesign

40. Thinkof exampleswherebythe packagingcanlead tocross-selling: