Session 18 MG 220 Marketing Management MBA 10

1. MG 220 Marketing Management
MBA 10
Fall 2010
Muhammad Talha Salam, Asst. Professor
talha.salam@nu.edu.pk
Access it online: www.slideshare.net/talhasalam
Part 5:
Shaping the Marketing Offerings
> LEFTOVER TOPIC FROM CHAP 10: Devising Brand Strategy
> Overall review of Part 4
Review of Part 5
Class Presentation | Session 18 | 18 Oct 2010

2. Access it online: www.slideshare.net/talhasalam
Devising Brand Strategy
(leftover from Chap 10)
• Branding Strategy
– How to use brand strength for new product launches. Choices available:
• Develop new brand elements
• Apply some of its existing elements
• Combination of new and existing brand elements
• Important terms
– Brand Extension
– Sub-brand
– Parent Brand
– Line Extension
– Category Extension
– Brand Line
– Brand Mix (or brand assortment)
– Brand Variants
– Licensed Product
MG 220 Marketing Management 2

3. Access it online: www.slideshare.net/talhasalam
Devising Brand Strategy
(leftover from Chap 10)
• Branding decision: To brand or not to brand?
– Product can be branded or it can be a Commodity – a product so basic that it cannot
be differentiated in minds of consumers
– Over the years even the commodities are being branded
– If branding is to be done, following options are there for naming:
• Individual names (house of brands)
• Blanket family names (branded house)
• Separate family names for all products
• Corporate name combined with all product names
– Two key components of branding strategy
• Brand Extensions
• Brand Portfolios
MG 220 Marketing Management 3

4. Access it online: www.slideshare.net/talhasalam
Devising Brand Strategy
(leftover from Chap 10)
Brand Extensions
• Advantages
– New Product Success
– Positive Feedback effects
• Disadvantages
– Brand Dilution can occur
– Consumers may lose identity even of parent brand
MG 220 Marketing Management 4

5. Access it online: www.slideshare.net/talhasalam
Devising Brand Strategy
(leftover from Chap 10)
Brand Portfolios
• All brands have boundaries and can be stretched only to a certain limit
• Brand Portfolio is set of all brand and brand lines a particular firm offers
for sale to buyers in a particular category
• Brands can play following roles in a portfolio
– Flankers
– Cash Cows
– Low-end entry-level
– High-end prestige
MG 220 Marketing Management 5

6. MG 220 Marketing Management
MBA 10
Fall 2010
Muhammad Talha Salam, Asst. Professor
talha.salam@nu.edu.pk
Access it online: www.slideshare.net/talhasalam
Seminar on Marketing
4Ps of Marketing
Marketing Strategies by different brands
Seminar on Marketing | Session 19 | 20 Oct 2010

7. MG 220 Marketing Management
MBA 10
Fall 2010
Muhammad Talha Salam, Asst. Professor
talha.salam@nu.edu.pk
Access it online: www.slideshare.net/talhasalam
Part 5:
Shaping the Marketing Offerings
> Product Characteristics
> Product & Brand Relationships
> Differentiation
> Packaging, Labeling, Warranties & Guarantees
Class Presentation | Session 20 | 21 Oct 2010