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

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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