Book Title
Marketing 5th Edition

978-0077729028 Chapter 11 Slides

April 8, 2019
Powerpoint Slides With Teaching Notes
Power Point Slide Teaching Notes
11-1: Product, Branding, and Packaging
11-2: Learning Objectives These are the learning objectives for this
11-3: Red Bull Ask students: How many use energy drinks?
Do you buy Red Bull branded products?
How did you feel about the product?
Pushing the envelope is just what Red Bull
wants its brand to be known for doing. By
sponsoring events such as the space jump or
even its annual Flugtag competition, Red Bull
brands itself as fun, a little crazy, and ready for
11-4: Complexity of Products Marketers involved with the development,
design, and sale of products think of them in an
interrelated fashion.
At the center is the core customer value; next
is the actual product, followed by associated
11-5: Types of Products Consumer products are products and services
used by people for their personal use.
Marketers further classify these products by the
way they are used and purchased.
11-6: Check Yourself 1. Core customer value, actual product, and
associated services.
2. Specialty, shopping, convenience, and
11-7: Product Assortment and Product Line
This chapter uses Colgate-Palmolive brands as
Many students may be familiar with the names
Colgate and Palmolive but not know they have
so many other products.
11-8: Product Assortment and Product Line
Students should understand that each item is
called a stock keeping unit (SKU) and the
category depth is the number of SKUs within a
11-9: Change Product Mix Depth Ask students: What are the pros and cons of
offering competing products in the same
The primary advantage is to increase overall
sales and profits.
But at the same time, adding competing
products can cannibalize sales of current
Firms must determine the net effect on sales
and the overall impact on competitive
11-10: Change Product Mix Breadth Ask students: Why would a company want to
increase its product mix breadth? Why would it
want to decrease it?
Students should comment that they would
increase to capture new or evolving markets
and increase sales.
Decreasing might be due to changing market
conditions or internal strategic priorities.
11-11: Product Line Decisions It increases depth by adding one more scent.
This is type of ad depicts both research and
11-12: Check Yourself 1. Breadth (sometimes also referred to as
variety) represents the number of product
lines o6ered by the 7rm; Product line
depth, in contrast, is the number of
categories within a product line.
2. To capture new or evolving markets,
increase sales, and compete in new
venues. address changing market
conditions or meet internal strategic
3. To address changing consumer preferences
or preempt competitors while boosting
sales, to realign resources.
11-13: Branding Brand identification takes many forms.
Ask students: How many of you can sing the
Oscar Meyer jingle?
Student will get a kick out of the YouTube ad
(always check before class).
It is the one of the original 1965 Oscar Meyer
Note: Please make sure that the video file is
located in the same folder as the PowerPoint
11-14: What Makes a Brand? Group activity: Identify a brand that you
recognize primarily by each of these elements.
Brand Name: Most brands.
URLs: www.eBay.com
Logos & Symbols: TAG Heuer
Characters: Toucan Sam
Slogans Coca-Cola Real Taste and Zero
Sound: Law & Order “Doink Doink“
11-15: Value of Branding for the Customer
and the Marketer
Group activity: Have students pick a
well-established brand.
Have them provide examples of how the brand
provides value.
For example, consider eBay. The brand
facilitates instant recognition, consumers are
avidly loyal, which reduces competition from
other online auctions and reduces expensive
marketing ads.
The brand is a valuable asset that they protect
through copyrights, and directly affects their
11-16: History in Advertising This clip looks at the history of advertising and
how the industry has matured over time.
Note: Please make sure that the video file is
located in the same folder as the PowerPoint
11-17: Brand Equity: Awareness Brand equity cuts both ways; customers dislike
some brands because of the firm’s actions or
their negative perceptions.
Nike has been the target of many labor
activists, which causes some consumers to
refuse to purchase or wear Nike products.
Remind students what they have learned about
consumer behavior.
When consumers recognize a need, they begin
with an internal search, during which they
consider any brand they already know. If
consumers are not aware of the brand, they
simply will not purchase it.
11-18: Brand Equity: Perceived Value These retailers offer designer products at
reduced prices.
In some cases, they use well known designers
for their lines of clothing.
11-19: Brand Equity: Brand Associations Target teamed up with high-fashion designer
Jason Wu to create reasonably priced, yet very
fashionable apparel.
Firms sometimes develop a personality for the
brand – as if it were human.
Ask students what brands have personalities
they might mention McDonald’s and Pepsi
Consumers develop links between brands and
their own identity.
Some brands are just “not for them.”
Ask students: How many of you proudly wear
Abercrombie & Fitch clothing?
How many choose never to wear this brand?
How do you perceive this brand’s message?
11-20: Brand Equity: Brand Loyalty Brand loyalty provides the firm with high
value. State Farm has built their brand equity
by having loyal customers.
Ask students: Once you have chosen an
insurance company or a bank, how likely is it
that you will switch?
How likely is it that you will switch due to an
increase in price? Is it important for the firm to
spend a lot of money marketing to you, a loyal
customer? Do you pay much attention to ads
or direct mail pieces from competition?
To further illustrate brand loyalty, ask
students: would you leave a store if your
particular brand were not in stock? When you
order a Sprite in a restaurant and the server
asks, “Is 7-Up okay?” do you say no?
11-21: Check Yourself 1. Brands facilitate the consumer search
process are valuable in a legal sense, can
lead to lower marketing costs because the
brand and its associations help sell the
product and brands have real market value
as a company asset.
2. Brand awareness, perceived value, brand
associations, and brand loyalty.
11-22: Brand Ownership Unlike Europe, where store brands such as
Tesco (U.K. grocery chain) were extremely
popular, in the United States, few store brands
had achieved such status and were often
considered inferior to manufacturer or national
Today, many store brands are well established,
such as Kenmore, Charter Club, and
Presidents’ Choice.
11-23: Brand Ownership Private-label brands, also called store
brands, house brands, or own brands, are
products developed by retailers.
Some manufacturers prefer to make only
private-label merchandise because the costs of
developing and marketing a manufacturers
brand are prohibitive.
11-24: Brand Ownership There are two basic brand ownership
strategies: manufacturer brands and
retailer/store brands.
The brands can be marketed using a
common/family name or as individual brands.
11-25: Naming Strategies Ask students: Name a firm that uses a
corporate or family brand?
A corporate and product line brand? Individual
Family brands include Heinz and Del Monte.
Detergents are good examples of firms using
individual brands: Tide, Bold, Gain and Surf.
11-26: Brand Extension Ask students: What are the advantages of a
brand extension?
They should reply that the firm can spend less
on brand awareness.
That the positive consumer acceptance will
spread to the new product and a synergy exists
between the two products.
In the picture above one might use the crest
toothpaste and floss together.
This web link is to the State Farm Website.
You can see from the Website that State Farm
has extended their brand past insurance to
include mutual funds and banking products.
11-27: Brand Dilution A brand is only as good as its last extension.
Many firms try to take their brands just one
more step, only to find the extension hurts
rather than helps the parent brand.
For example, McDonald’s agreed to license a
McKids line of clothing, but the line was not as
successful as it had hoped it would be.
Ask students: In terms of this slide, what do
you think McDonald’s did wrong? They
should comment that this was not a great fit.
That the perceptions might not have been of
the highest quality.
11-28: Co-branding Co-branding benefits the participating brands
by attracting the consumers of one brand to the
Remind students of the FedEx/Kinko’s
The synergy between these two brands helped
ensure a successful co-branding effort.
Video: “Zite Teams Up with Bergdorf
11-29: Brand Licensing The NBA licenses products like these bobble
head figures of Dallas Mavericks and San
Antonio Spurs players to a manufacturer in
exchange for a negotiated fee.
11-30: Brand Repositioning The product is now positioned as a detergent
and an air freshener.
11-31: Check Yourself 1. Manufacturer brands are owned and
managed by the manufacturer. The
manufacturer develops the merchandise,
produces it to ensure consistent quality,
and invests in a marketing program to
establish an appealing brand image.
Private-label brands are products
developed by retailers.
2. Co-branding is the practice of marketing
two or more brands together, on the same
package or promotion.
3. Whereas a brand extension uses the same
brand name for a new product that gets
introduced into new or the same markets,
a line extension is simply an increase of an
existing product line by the brand.
4. Brand repositioning refers to a strategy in
which marketers change a brand’s focus to
target new markets or realign the brand’s
core emphasis with changing market
11-32: Packaging Although often overlooked as a marketing tool,
packaging helps determine the success of a
The chapter covers many new packaging
innovations including FlexCan, Daily Gloss,
smart lids, Labatt blue, aseptic drink bottles,
and snack and seal as seen in the ad above.
In some instances, such as Coca-Cola or Aunt
Jemima Maple Syrup, the package has become
synonymous with the brand.
Ask students: What packages are so distinct
that it helps make the brand successful?
Possible answers are: Perrier, Altoids, and
Tiffany’s turquoise box.
See if you can bring in examples of other
bottled water in unusual bottles such as Fuji
and Fred.
11-33: Product Labeling Label information is determined by
regulations, and labeling rules vary from
country to country.
Certain terms convey specific meanings, such
as “natural,” “organic,” “made in the USA,”
and products must meet specific tests before
placing such terms on their label.
Group activity: Look at the label of a snack or
drink you may have brought to class. What
information does it provide? How does it
support the marketing of this item?