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Similar to labeling marketing management in business management.ppt
labeling marketing management in business management.ppt
- 1.
- 2. Topics • Branding – Importance –Types – Strategies • Packaging – Function – Issues • Labeling
- 3. Branding • Brand – Name,term, design, or symbol that identifies a business and its products • Corporate brands – Identify the business and reflect image across all products – Coca-Cola, Daimler-Chrysler • Product brands – Among most important assets and powerful selling elements – Coke, Dodge
- 4. Brands • Brand Name –Words, letter numbers the represent brand – Corvette, Airwalk, FedEx • Brand Mark – Logo or symbol • Trade Name – Legal name a company uses to conduct business – Dell, Xerox
- 5. Brands • Trade Character –Brand mark as a character with human qualities – Keebler, Doughboy • Trademark – Any combination of these that is legally protected – Have been expanding to include sound, color, smell • Harley trademarked its engine sound
- 6. Importance of Branding •Builds customer loyalty – Customers pay more for recognized names • Assures customer of quality & reduces risk of dissatisfaction • Assists in extending lines – Customers more willing to try familiar names
- 7. Generating Brands • Estimatedthat 75% of companies introduce a new product brand annually • In 1999, 79,000 trademarks were registered • Global brands often consolidate names – Confusion can result from multiple names for the same product • In UK, 3 Musketeers is known as Mars Bar
- 8. Types of Brands •Manufacturer Brands – Producer brands, owned by manufacturer – Gives impression of standard quality, performance & status – Most brands are manufacturer brands • 65% of appliances • 70% of food • 80% of gas • 100% of cars
- 9. Types of Brands •Private distributor brands – Store or dealer brands, owned by retail stores – Item is purchased to be sold exclusively at certain stores, i.e. Radio Shack brand – Manufacturer name is not displayed – Higher returns for store – Builds retailer loyalty • Craftsman, Kenmore sold only at Sears
- 10. Types of Brands •Generic Brands – Carry no company name, just product description – Sold much cheaper, 30 – 50% lower than manufacturer brands, and 10 – 15% lower than store brands – Jewel supermarkets in Chicago were the first to offer
- 11. Branding Strategies • Brandextension – Uses existing brand name to promote new products – Dilution may become a problem • Brand Licensing – Allow other companies to use trademarks for a fee, plus royalties on sales – Enhances image & helps sales of core products
- 12. Branding Strategies • Mixedbranding – Offer combination of manufacturer, store & generic brands – Manufacturer will sell under a national brand, then sell extra to a store to be repackaged under a store brand, then make a generic – Maximizes profit by appealing to all segments
- 13. Branding Strategies • Co-Branding –Uses two or more brands to increase loyalty and sales for individual brands – Builds recognition for each, work best if product complement each other • Starbucks in Barnes & Nobles • Smuckers jelly in Pop-Tarts
- 14. Packaging • Physical containeror wrapping – Approximately 10% of retail price is spent on package – In some cases, package is most expensive part of production
- 15. Function of Packaging •Key selling tool • Promoting & selling – Reaction to packaging is important to overall success or failure – New designs may not replace old, but complement it • Pump soap containers • Defining product identity – Invoke prestige, convenience, status, etc.
- 16. Function of Packaging •Provide information – Directions on how to use, warnings, ingredients • Meet customer needs – Various sizes for different market segments – Must adapt to meet changing lifestyles
- 17. Function of Packaging •Ensure safe use – Tamper resistance, child proofing – Blisterpacks, molded plastic with foil or cardboard backing • Gums and some medicine • Protection – Shipping, storage, display – Prevent shoplifting, breakage & spills
- 18. Contemporary Issues • Changingsocial and political atmosphere leads to changes in product & package – Environmental packaging • Surveys indicate consumers will pay more for these packages – Cause packaging • Promoting unrelated issues on package, usually socially or politically motivated – Ben & Jerry’s, Body Shop
- 19. Labeling • Informational tag,wrapper, seal or imprinted message • Main function is to inform about contents and give directions • Protects company from liability & lawsuits
- 20. Labels • Brand label –Gives name, logo & trademark • Descriptive label – Gives information about use, construction, care, performance, etc. • Does not contain all the information that a consumer might want • Grade label – Give product quality
- 21. Labels • Food labelsmust contain weight, dating and storage information, UPC, etc. – Net weight is entire product minus the weight of package and packing materials – Dating options are • Date packed • Sell by date – last day it should be sold • Best if – last day for best quality • Expiration – should not be used after
- 22. Labeling Laws • Publicoutcry has lead to regulations on what needs to be incorporated on labels • Fair Packaging & Labeling Act (FPLA) gives the FDA and FTC authority over labeling • Not all countries have the same label laws – Coke was pulled off Italian shelves because they would not list the “secret ingredient”
- 23. Labeling Laws • FDA –Enacted a law to require labels to give information on how the product fits into a daily diet – Developed definitions for light, free, low, reduced and good source – Warning labels on cigarettes and alcohol – Developing regulations for genetically modified foods
- 24. Labeling Laws • FTC –Responsible for ensuring labels are not deceptive – Released guidelines for environmental claims • Requires proof for all claims