PowerPoint Slides With Teaching Notes
PowerPoint Slide Teaching Notes
11-1: Product, Branding, and Packaging
Decisions
11-2: Product, Branding, and Packaging
Decisions
These are the learning objectives for this chapter.
11-3: Red Bull Ask students: How many of you 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
anything.
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
services.
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
unsought.
11-7: Product Mix and Product Line
Decisions
This chapter uses BMW as an example. Many
students may be familiar with the name BMW,
but not know they have so many other product
lines.
11-8: Product Mix and Product Line
Decisions
Students should understand that each item is
called a stock keeping unit (SKU) and the
category depth is the number of SKUs within a
category.
11-9: Change Product Mix Depth Ask students: What are the pros and cons of
offering competing products in the same
category?
The primary advantage is to increase overall sales
and profits.
But at the same time, adding competing products
can cannibalize sales of current brands.
Firms must determine the net effect on sales and
the overall impact on competitive products.
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
advertising.
11-12: Check Yourself 1. Breadth (some0mes also referred to as
variety) represents the number of product
lines offered by the firm. Product line depth,
in contrast, is the number of categories
within a product line.
2. To capture new or evolving markets, increase
sales, compete in new venues, address
changing market condition, or meet internal
strategic priorities.
3. To address changing consumer preferences
or preempt competitor while boos0ng 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 link before class).
It is the one of the original 1965 Oscar Meyer
ads.
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
Calories
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
profits.
11-16: Brand 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
slides.
11-17: Brand Equity: Brand 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.