BRANDING AND PACKAGING

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BRANDING AND PACKAGING

• Dr. Metzner

EMGT451 2/2004
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THE RELATIONSHIP BETWEENPRICE AND QUALITY


PRICE
Q
QUALITY
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The Product Life Cycle

• INTRO GROWTH MATURITY DEC

SALES
III
IV
II
I
TIME
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EXPERIENCE CURVE

• SUM OF PRODUCTION

COST PER UNIT
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PRODUCT LINE DECISIONS AND THE PLC

• PHASE I One or Few Models
• PHASE II Few to Many Models
• PHASE III Many to Few, Full-Featured Models
• PHASE IV Few, Full-Featured Models

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PRODUCT LINE DECISIONS

• LINE STRETCHING
• LINE FILLING
• LINE PRUNING
• LINE FEATURING
• LINE POSITIONING

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Automotive Market Positioning Map (1984)
HAS A TOUCH OF CLASS A CAR ID BE PROUND TO
OWN DISTINCTIVE LOOKING
PORSCHE
5
LINCOLN
BMW
4
CADILLAC
MERCEDES
SPIRITED PERFORMANCE SPORTY LOOKING FUN TO
DRIVE APPEALS TO YOUNG PEOPLE
CHRYSLER
PONTIAC
2
CONSERVATIVE LOOKING
BUICK
CHEVROLET
APPEALS TO OLDER PEOPLE
FORD
DATSUN
1
TOYOTA
DODGE
3
PLYMOUTH
VW
VERY PRACTICVAL GOOD GAS MILEAGE AFFORDABLE
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Automotive Market Map (1991)
HAS A TOUCH OF CLASS A CAR ID BE PROUD TO
OWN DISTINCTIVE LOOKING
CORVETTE
MERCEDES
PORSCHE
RIVIERA
LINCOLN
280ZX
FIREBIRD
CADILLAC
IMPERIAL
SPIRITED PERFORMANCE SPORTY LOOKING FUN TO
DRIVE APPEALS TO YOUNG PEOPLE
CONSERVATIVE LOOKING APPEALS TO OLDER PEOPLE
THUNDERBIRD
AUDI
BONNEVILLE
MUSTANG
LESABRE
PRELUDE
CAPRICE
CUTLASS
FUEGO
GRANADA
CONCORDE
CHARGER
ACCORD
CELEBRITY
JETTA
ESCORT
RABBIT
SENTRA
HORIZON
CHEVETTE
VERY PRACTICAL GOOD GAS MILEAGE AFFORDABLE
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Repositioning of Automobiles1984 -1991
HAS A TOUCH OF CLASS A CAAR ID BE PROUD TO
OWN DISTINCTIVE LOOKING
SPIRITED PERFORMANCE SPORTY LOOKING FUN TO
DRIVE APPEALS TO YOUNG PEOPLE
CONSERVATIVE LOOKING APPEALS OF OLDER PEOPLE
VERY PRACTICAL GOOD GAS MILEAGE AFFORDABLE
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BRANDING

• British Interest in Established Brands
• Linking User to Maker
• Reseller Brands
• Brands as Quality Indicators
• Family Brands
• Fighting Brands

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THE RELATIONSHIP BETWEENPRICE AND QUALITY
BRAND RELATIONSHIPS

NATIONAL
PRICE
DISTRIBUTOR
GENERIC
Q
QUALITY
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Some PG Brands (1987)

• PRODUCT LINE
  BRANDS
• Shortening and Cooking Oils 4
• Detergents 13
• Dishwashing Detergents 5
• Cleaners and Cleansers 6
• Bar Soaps 8
• Toothpastes 3
• Shampoos 5
• Paper Tissues Products 4
• Disposable Diapers 2
• 9 LINES 50 BRANDS

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Familiar PG Brand Names

• Banner, Bold, Camay, Cascade, Charmin, Cheer,
• Coast, Comet, Comet Liquid, Crest, Crisco,
• Crisco Corn Oil, Crisco Oil, Dash, Dawn, Denquel,
• Dreft, Era, Gain, Gleem, Head Shoulders,
  Ivory,
• Ivory Liquid, Ivory Snow, Joy, Kirks, Lava,
  Lilt,
• Liquid Bold-3, Liquid Cascade, Liquid Cheer,
  Liquid
• Tide, Luvs, Monchel, Mr. Clean, Oxydol, Pampers,
• Pert Plus, Prell, Puffs, Puritan, Safeguard,
  Solo,
• Spic Span, Spic Span Pine Liquid, Tide, Top
• Job, White Cloud, Zest

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Greyhound Corporation (1987)

• Five Industries - 29 Companies
• Transportation Mfg - 4 Companies
• Transportation Services - 7 Companies
• Financial Services - 3 Companies
• Services / Food Services - 13 Companies
• Consumer Products - 2 Companies

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Greyhound CorporationArmour - Dial, Inc. / Purex

• Bouillon Cubes(1) Spray Sizing(1) Fabric
  Softeners(3)
• Pizza Mixes(2) Liquid Bleach950 Dishwashing
  Liquid(7)
• Frozen Pizzas(3) Dry Bleach(3) Bar Soap(3)
• Shelf Stable Canned Heavy Duty Dry Brighteners(3)
  
• Meats(2) Bleach(4) Liquid Starch(2)
• Toilet Soaps(4) Heavy Duty Liquid Spray
  Starch(1)
• Deodorants and Bleach(3) Toilet Bowl
  Cleaner(1)
• Anti-Perspirants(2) Scouring Pads(1) Powdered
  Cleaner(3)
• Ammonia(3) Steel Wool Pads(1) Miscellaneous(5)
• Floor Care(2) Dryer Sheets(3)
• 25 Product Lines (68 Brands)

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PACKAGING AND LABELING

• Primary Package
• Secondary Package
• Nested Packaging
• Labeling

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Engineering Management 451
Advanced Marketing Management
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