Brands, Packaging, Etc' - PowerPoint PPT Presentation

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Brands, Packaging, Etc'

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individual versus family branding. individual branding = each product is given its own name ... identifies manufacturer, country of origin, ingredients/materials ... – PowerPoint PPT presentation

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Title: Brands, Packaging, Etc'


1
Brands, Packaging, Etc.
  • Business 1201, Fall 2006
  • Dr. Katherine Gallagher

2
Objectives
  • To examine some elements of products that
    contribute to customer satisfaction
  • quality
  • branding
  • packaging
  • labeling

3
The Product Package
Features
Branding
Quality
Profitable Customer Relationship
Product Package
Customer Satisfaction
Packaging labeling
Warranties guarantees
Customer service
4
Product Quality
  • Quality degree to which the product meets
    customer needs, wants, expectations
  • Multiple dimensions
  • performance
  • features
  • reliability
  • conformance
  • durability
  • serviceability
  • aesthetics
  • perceived quality
  • TQM

5
Features and Benefits
  • Features deliver benefits
  • Consumers are buying benefits
  • Dimensions of features
  • utility
  • appearance
  • maintenance
  • cost
  • communications
  • (RD)

6
Branding
  • Brand name, phrase, design, symbol, or
    combination that identifies a marketers products
    and differentiates them from the competition
  • brand name
  • brand mark
  • trademark
  • Brand types
  • producer brands
  • retailer brands
  • generic brands

7
Branding
  • Characteristics of good brand names
  • suggest something about the products
    characteristics
  • easy to pronounce, spell, remember
  • distinctive
  • adaptable to new products that may be added to
    the line
  • capable of being registered under Trade Marks Act

8
Branding
  • Strategies
  • individual versus family branding
  • individual branding each product is given its
    own name
  • family branding most or all products are
    associated with a family brand name
  • producer strategies
  • market entire output under own brand
  • brand fabricating parts and materials
  • market under retailer brand(s)
  • retailer strategies
  • carry only producer brands
  • carry own brands alone or with producer brands

9
Branding
  • Brand equity
  • brand equity long term value of a marketers
    brand
  • financial value
  • strategic value
  • new products (brand extensions)
  • new markets
  • barrier to entry by competitors

10
Packaging
  • Essential functions
  • protection
  • identification
  • information
  • Other functions
  • enhance usage
  • enhance disposal
  • enhance channel acceptance

11
Socially Responsible Packaging
  • Fair packaging and labeling
  • No misleading claims
  • No misleading sizes and shapes
  • Ultra products vs standard versions
  • Cost vs value to customer
  • Use of scarce resources
  • Pollution

12
Labeling
  • Statutory labeling requirements
  • Consumer-oriented labeling
  • identifies manufacturer, country of origin,
    ingredients/materials
  • includes expiration date and grading
  • explains how to use the product
  • warns about potential misuse
  • provides easy-to-understand care instructions
  • serves as a communications link between users,
    eventual buyers, and the company
  • is designed for the market segment

13
Summary
Features
Branding
Quality
Profitable Customer Relationship
Product Package
Customer Satisfaction
Packaging labeling
Warranties guarantees
Customer service
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