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Commodity brandingPresented by V.DurgadeviMBA-II year DMS,SOM, Pondicherry University
what is a commodity?		Commodity products which are undifferentiated and consumers buy these products on the basis of their price. Price is the most critical factor that determines the choice of purchase of commodities.						- Harish .B
Why should one brand a commodity?It is a way to escape from competing on volume and pricehelp to differentiate productsenhance their value beyond their functional attributesbuild preferences versus competing productscreate long-term sustainable competitive advantage
Welcome to the world of commodity branding
Major challengesMoving away from the priceIt isn’t easy to convince the customers to make choices independent of priceMarketer’s task: 	show more value to justify the premium paidstrong promotional campaigns & very relevant value additions
Differentiation most important determinant of a successful commodity branding It is not easy - constraint of cost Marketer’s task : a meaningful & relevant differentiation Quality most used key differentiator
Brand promotionNeed to be invested heavily in branding & promotionMarketer’s task:  use the various brand elements to the maximumThe colour, brand name, logo, mascots have significant impactPackaging also plays a significant role Ex: Pillsbury, Aashirvaad
Success storiesTata Salt was a pioneer in branding saltone of 1st iodised salt brands - iodine - a great value additioncoincided with the Government of India’s initiative to promote iodised saltpositioned on the basis of purity & trust
Nightingale A highly successful brand in the highly fragmented Notebook/Diary categorybrand built on innovationIt introduced - theme based notebooks & Diaries
conclusionbranding provides an escape from commoditization as it moves the buying decision away from solely price factors therefore can generate a strong return on investment and long-term sustainable advantage.Reference:(www.adclubbombay.com/index.php?...branding-a-commodity)http://www.brandchannel.com/features_effect.asp?pf_id=114

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Commodity Branding

  • 1. Commodity brandingPresented by V.DurgadeviMBA-II year DMS,SOM, Pondicherry University
  • 2. what is a commodity? Commodity products which are undifferentiated and consumers buy these products on the basis of their price. Price is the most critical factor that determines the choice of purchase of commodities. - Harish .B
  • 3. Why should one brand a commodity?It is a way to escape from competing on volume and pricehelp to differentiate productsenhance their value beyond their functional attributesbuild preferences versus competing productscreate long-term sustainable competitive advantage
  • 4. Welcome to the world of commodity branding
  • 5. Major challengesMoving away from the priceIt isn’t easy to convince the customers to make choices independent of priceMarketer’s task: show more value to justify the premium paidstrong promotional campaigns & very relevant value additions
  • 6. Differentiation most important determinant of a successful commodity branding It is not easy - constraint of cost Marketer’s task : a meaningful & relevant differentiation Quality most used key differentiator
  • 7. Brand promotionNeed to be invested heavily in branding & promotionMarketer’s task: use the various brand elements to the maximumThe colour, brand name, logo, mascots have significant impactPackaging also plays a significant role Ex: Pillsbury, Aashirvaad
  • 8. Success storiesTata Salt was a pioneer in branding saltone of 1st iodised salt brands - iodine - a great value additioncoincided with the Government of India’s initiative to promote iodised saltpositioned on the basis of purity & trust
  • 9. Nightingale A highly successful brand in the highly fragmented Notebook/Diary categorybrand built on innovationIt introduced - theme based notebooks & Diaries
  • 10. conclusionbranding provides an escape from commoditization as it moves the buying decision away from solely price factors therefore can generate a strong return on investment and long-term sustainable advantage.Reference:(www.adclubbombay.com/index.php?...branding-a-commodity)http://www.brandchannel.com/features_effect.asp?pf_id=114