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BRANDING

BRANDING. Product Life Cycle. Introduction. You introduce your ice block to the market Not many people have heard of your product so sales are low and there are no competitors Advertising would be high at this stage as you would need to let people know about the product

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BRANDING

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Presentation Transcript

  1. BRANDING

  2. Product Life Cycle

  3. Introduction • You introduce your ice block to the market • Not many people have heard of your product so sales are low and there are no competitors • Advertising would be high at this stage as you would need to let people know about the product • You would do a lot of market research, free samples etc to encourage customers to buy

  4. Growth • More and more people start hearing about your product and buying it • Sales start to increase • The price would reduce slightly but would still be quite high

  5. Maturity • Everyone now knows your product and sales figures are at their peak and fairly constant • There would be no need to advertise at this stage • Price would be lower as you are selling much more units than before • There might be quite a lot of competition in the market

  6. Decline • People now start to get fed up with your product • Other companies might have more modern designs • You would need to do market research to find out what consumers want so you could create a new product

  7. What is a brand? • A brand is a product or a range of products with a unique and easily recognisable character • A company logo is one way of allowing us to recognise a company

  8. Logos • Can you identify the following well known logos?

  9. LOGO 1 LACOSTE

  10. LOGO 2 COCA COLA

  11. LOGO 3 NIKE

  12. LOGO 5 MERCEDES-BENZ

  13. LOGO 8 APPLE

  14. LOGO 9 MCDONALDS

  15. But ….. • Its not just the logo which get the bigger companies a good reputation • There are other features which encourage buyers such as • - packaging • - taste • - advertising

  16. Slogans • A lot of companies use slogans to advertise their product • These are designed to be catchy and immediately recognisable to the consumer • In pairs, complete Exercise 1 on Slogans • You will have 5 minutes to complete this task

  17. 1. Eat fresh – subway • 2. I’m lovin’ it – mcdonalds • 3. It gives you wings – red bull • 4. Taste the rainbow – skittles • 5. Because I’m worth it – l’oreal • 6. Snap Crackle Pop – rice bubbles • 7. The best a man can get – gillette • 8. Connecting people – nokia

  18. 9. Have a break – kit kat • 10. Finger lickin’ good – KFC • 11. Once you pop you can’t stop – pringles • 12. Melts in your mouth not in your hand – M&M • 13. Just do it – Nike

  19. Benefits of Brand Names • Brand Loyalty • Customers buy the product again and again as they know the name and like it • They believe that this make is better than other similar makes so buy it instead of them

  20. Company can charge higher prices as customers automatically link the produict to quality • This is called charging a premium price • They would relate new products to older ones which were successful / popular

  21. OWN BRANDS • These are products which are sold under the brand name of a supermarket chain or other retailer

  22. BRAND V NON BRAND • Do the branded products really taste better than the unbranded? • Would you be able to tell the difference between them? • We are about to find out – lets take the TASTE TEST.

  23. TASTE TEST • You are going to sample branded and non branded crisps and coca-cola • Once you have tried and tasted each you will complete a questionnaire answering 1) which one you think tasted better and 2) which one you think is the branded product

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