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Generic Brands
The document discusses how certain brands become synonymous with their products, highlighting the advantages and disadvantages of being a generic brand. It explores consumer behavior, brand perception, and awareness of generic brands through various examples and questionnaire methods. Key themes include first mover advantage, pioneer status, and the importance of product availability and quality in branding.
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Generic Brands
- 2. • Brands thatbecome synonymous to the product the manufacture. • It is a form of metonymy.
- 3. ADVANTAGES • Powerful brandimage • Goodwill & popularity • Competitive advantage
- 4. DISADVANTAGES • Against theusual intentions of the trademark’s holder • Fear of being type-casted • Legal protection of IPR
- 5. OBJECTIVES To understand howbrands become GENERIC BRANDS. To understand CONSUMER BEHAVIOUR towards generic brands. To understand brand and consumer PERCEPTION . To assess generic brand AWARENESS. To analyse why consumers prefer generic brands over other brands.
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- 9. Automobile Police/ Army Vehicle Rough& Tough Car Mahindra Thar/ Maruti Gypsy SUV Jeep No Response Pioneers of the industry Clear and precise positioning Type casted? BRAND PERCEPTION
- 10. Q. With whichproduct would you relate the brand THERMOS with? ☐Kitchen Appliances ☐ Vacuum Flasks ☐ Vacuum Cleaners ☐ Sanitary Ware Kitchen Appliances Vacuum Flasks Vacuum Cleaners Sanitary Ware Production Concept Focus on core product No stiff competition
- 11. Chinese Salt MSG Flavoring Ingredient NoResponse BRAND AWARENESS Available in more than 130 countries Focus on core product Only 3 companies in the world manufacture MSG Huge Demand
- 12. Bathroom Ware Bath Tubs HotTub Spas Jacuzzi No Response Available in more than 60 countries Pioneers of the industry No major competition
- 13. Tape Adhesive Tape Cello Tape Stationery NoResponse BRAND AWARENESS Transparent, cellulose-based, pressure sensitive adhesive tape
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- 15. Universal Product Pioneers inIndia Easy Availability Constant Upgradation
- 16. 0 5 10 15 20 25 30 35 40 45 50 Bing Yahoo GoogleBaidu Female Male Just It! Q. Which of the following search engines would you prefer? ☐ Bing ☐ Yahoo ☐ Google ☐ Baidu
- 17. TetraPak Triangular Packaging Yellow/ Mango PETBottles Frooti was the first company to bring TetraPak to India Majority of the people spelled it as Tetra Pack Monopoly Present in more than 170 countries
- 18. Pioneers of theproduct Wide Availability Universal Prododuct
- 19. Wide Usage Wide Availability LowCompetition
- 20. Colgate Pepsodent Close-Up Sensodyne Miscellaneous First company todevelop toothpaste in tube packaging Focus on core product Production concept
- 21. Broadcasted in morethan 150 countries First of a kind wrestling entertainment program
- 22. It must havebeen Photoshopped !
- 23. Aquaguard Kent Pure It Alpha Tata Swatch Aqua WATERPURIFIER= AQUAGUARD
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- 26. Universal Product Production Concept FlagshipProduct CADBURY=DAIRYMILK
- 27. iPod • Revolutionary product •Pioneer in the mp3 player market • Creating a demand • Wide Availability • Universality
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- 29. First Mover Advantage LessCompetition Easy Availability
- 30. PRODUCTS THAT AREACTUALLY BRANDS • ESCALATORS- Otis Elevator Company • BUBBLE WRAP- Sealed Air Corporation • MEMORY STICK- Sony • DRY ICE- Dry Ice Corporation of America • YO-YO- Papa’s Toy Co. Ltd. • TEFLON- DuPont • TARGA TOP- Porsche • HULA-HOOP- Wham-O • ASPRIN- Bayer
- 31. WHAT COMES TOYOUR MIND WHEN YOU HEAR THE FOLLOWING THINGS • SULABH • CONE ICE-CREAM • DOSTANA • GLUCOSE
- 32. CONCLUSIONS • First moveradvantage • Ex: Vaseline, Xerox, Jacuzzi, etc. PIONEERS OF THE INDUSTRY • Ex: Jeep, TetraPak, etc. FOCUS ON CORE PRODUCT • Ex: TetraPak, Ajinomoto, etc. COMPETITION • All pervasive product • Ex: BandAid, Cadbury Dairymilk, Bisleri, Colgate, etc UNIVERSALITY • Generic brands do not offer different things, they offer ordinary things differently. • Ex: Bisleri packaging, Chapstick DIFFERENTIATION
- 33. •Viral effect •Fashion factors •Behavioralmodeling POPULARITY •Ex: iPod, TetraPak, Jeep, etc. HIGH QUALITY PRODUCTS •Ex: Superhero, Dry Ice, Bubble Wrap, etc NO OTHER ALTERNATE TERMINOLOGY •Production Concept- Easy Availability •Product Concept- Quality •Selling Concept- Sales Promotion •Marketing Concept- Customer focus •Societal Marketing Concept- Social development INTEGRATION OF MARKETING PHILOSOPHIES