Marketing Principles

Marketing Mix
Product and Branding

• Monica Hope
• Teaching Fellow Retailing and Marketing
• Week 4

Wednesday, 15
Recap :
Promotions

2
Learning Outcomes

Marketing Mix- the tactical tools that are

used to implement a companies strategy
( Armstrong et al 2015)

•Understand different levels of a Product

•Understand the role of Brands
•Understand the Product Life Cycle (PLC) and its key stages.
•Understand the New Product Development Process (NPD)
 Marketing Mix

4 P’s
Jerome McCarthy, 1960
Product focus

7 P’s By manipulating elements

of the marketing mix managers
Booms & Bitner, 1981 can fine tune the customer
offering and achieve competitive
Service focus success
 Marketing Mix
Product Price Promotion Place

Variety Costs Advertising Channels

Quality Margin Direct Mktg Supply chain

Design Value Promotions Logistics

Brand Name Price sensitivity Digital VMS

Packaging Profit PR Push/ Pull

Services Disintermediation

Target Market
What is a Product ?
• Anything that can be offered to a market for attention,
acquisition, use or consumption that might satisfy a want or
need. (Kotler)
• It includes physical objects, services, personas, places,
organisations & ideas.
Tangible Attributes Intangible Attributes

• Availability • Image
• Performance • Perceived Value
• Price • Design

Example: Car
Products Levels
Future Developments Potential

Installation Augmented

Packaging

Delivery After
Brand Core Features
& Credit Name
Inst
Product
Sales

Quality Styling Service

Actual
Warranty /Tangible

Core

Kotler, Marketing Management

Theme Park example

Source:
http://www.docslide.com/the-tourism-and-hospitality-
product/#
Product v’s Brand

 Chocolate

 Mobile phone

 Fast food

 Hotel

 Car
What is a brand?

 A brand gives a product a distinctive identity

through the creation of a name, design or,
more usually, some combination of these.

10
Brands ….? The experience is the brand
People are also brands we associate with
those with similar core values to ourselves
Creating a brand- link with core values

Brand Brand
potential name Brand
and potential
images Service

Core
Delivery product Guarantees

Quality
and Packaging
design

Brand
potential
Important that these factors align with each other to
provide a consistent message to the customer. 13
Packaging / Presentation

 Gain the attention of the consumer, stand

out from the crowd- differentiate !
• What is your company image saying to the
marketplace?
 Negative or positive impression
 Especially important when launching a new
brand
Packaging

 Quality, colour, texture

 Packaging, design both functional and aesthetic
instant recognition on the shelf
 Labelling, product information, provenance
Highly recognisable packaging “silent sellers”
 Name- Names convey images

Here the brand names create a perception of quality in the customer’s mind
Global Branding Strategies

 Other companies have spent heavily on

renaming local brands – Mars’ renamed
Marathon as Snickers
Guarantees

 100% satisfaction or your money back

 https://www.youtube.com/watch?v=Q8H9WvaVgG4
• Asda price guarantee
Quality

 Colour
 Script
 Placement /atmosphere of ad
Design/ features
Service

 Delighting the customer, over deliver on the

customers expectations
Service
Delivery

 A means of differentiation and competitive

advantage

 Amazon Prime

 https://www.youtube.com/watch?v=-CYT4PFV_Hs
Brand Personality

 It creates the emotional connection that draws in a target market

 The brand personality =

 ◦ Brand image expressed in human characteristics
 ◦ Reflects the relationship between consumers and a company
products/ services and must inspire the target market but it
also reflects the companies values

 The brand personality is ‘something’ the consumers rely on

 • The enduring reputation of a brand is measured in how true/ long
consumers stay to that personality
 Brand personalities

Mr Apple
Mr IBM
• Young
• Older
• Super bright
• A bit stiff or
about computers
‘square’
• High achiever at
• Intellectual
the university
• Advanced
• Cool & down to
university
earth
degree
• Fun
• Social skills
• Creative

26
BMW created a fun personality when it
re-launched the mini

Mini holiday postcards

Outdoor billboard sites

Brands

• Strong Brands 'can have positive effects on consumer

‘
preferences and perceptions, leading to brand loyalty
where customers continue to purchase a favoured
brand.

• Over time some brands such as …….

.become cult brands consumers become passionate about

the brand and levels of loyalty go beyond reason.
Strong brand names affect
perceptions and preferences

Blind %

Prefer Diet Pepsi 51

Prefer Diet Coke 44

Equal / Can’t say 5

Strong brand names affect perceptions
and preferences

Blind % Open %

Prefer Diet Pepsi 51 23

Prefer Diet Coke 44 65

Equal / Can’t say 5 12

Coke’s Branding Strategy:
http://youtu.be/-hQoSREwrCA

We all have a coca cola story !!

Celebrity brand endorsements
Branding in action with Innocent
Core values :Sustainable brand

Sustainability is a core part of who we are. Ever since

day one we’ve been guided by our company values: to
be natural, generous, commercial, entrepreneurial
and responsible. The responsible value is the daily
reminder to each and every innocent employee that
we're trying to leave things a little bit better than we
find them.

This pillar of our strategy has three main elements:

our internal brand, our external brand and the
concept of sustainable nutrition, which informs and
underpins every product we make.
Developing the Innocent brand (1998)

 What's in a name?
 The business needs a name. It takes nine
months to think of one. For a while the brand is
known as Fast Tractor. Then Hungry Aphid. Then
Nude. Then Naked. Then innocent.
.
Developing the Innocent brand (2007)

 A very decent package

 We finally start making our bottles from
100% recycled plastic. A world first, which
makes us proud
Packaging
 Tasty drinks, dodgy
bottles
 Our very first bottles
looked like this (a little bit
ugly if we’re being
honest). There were three
launch recipes. Only one
remains to this day.
 value pack
 We made the bold move
from a single carton size
to two different sizes
(0.75L and 1.25L). More
choice, less waste and
they both fit in your fridge
door (we checked).
 Our toolkit for reducing carbon looks a
little like this:

• Use less: as little material as possible per pack

• Don’t use up new stuff: as much recycled or
renewable material as possible
• Close the loop: materials and pack formats
that are easy to recycle
• Lower its impact: deliberately avoiding high
carbon materials

Our 250ml smoothie bottle is special.

It’s fully recyclable and it also contains
recycled plastic
 Guarantees
We launch the Home Juicing  The seal of approval
Guarantee on the side of our  It’s official – our
OJ bottles - “If you don’t think smoothies contain
our orange juice tastes as two portions of fruit. Years
fresh as can be, we’ll come of government hassling
round to your house and pays off (thank you
squeeze some for you. Just Shilpee).
send us your front door
key.” Jess visits a happy
family and steals their dog
Emotional connections
 On strong foundations…(2004)
 The innocent foundation begins,
using 10% of our annual profits
to do good things with. The
best tradition we ever started.
So far we have committed over
£2.4m and directly helped over
530,000 people.
Sponsoring the Olympics

 Olympic smoothie
 We’re the official smoothie and juice of the
London 2012 Olympic and Paralympic Games. We
launch a special Olympic smoothie, our grassy
bikes and bars serve drinks to visitors and
athletes across the Olympic Park and we put a
massive banner on the side of Fruit Towers
References
Armstrong, G., Kotler, P., Harker, M., & Brennen, R. (2012). Marketing an Introduction.
2nd Edition, Pearson Publishing.

Kotler, P. (DEC 1965)Competitive Strategies for New Product Marketing over the Life
Cycle, Management Science, Vol. 12, No. 4,, pp. B104-B119

Bello DC & Holbrook M (1995), ‘Does an absence of Brand Equity Generalize Across
Product Classes?’, Journal of Business Research, p125

David Aaker (1991), Managing Brand Equity

Fan, Y. (2002) “The National Image of Global Brands”, Journal of Brand Management, 9:3,
180-192, available at Brunel.ac.uk

Kotler, Philip and Pfoertsch, Waldemar (2006). B2B Brand Management, ISBN 3-540-25360-
2.
http://www.enotes.com/topic/Brand (good for further information and references)
www.interbrand.com
www.602communications.com