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Chapter 10 - Managing Successful Products, Services, and Brands
Brand Managers
Master Brand Managers
Role
Traditional role
developing and executing
a marketing program
Creative role developing
communications for the
entire brand
Responsibility
Specific product
All product lines
Marketing Tools
4 P’s
Website and media that
cut across product lines
Perspective
Hub of all activities
around a product
Integrated and broad view
of entire brand
Brand managers and master brand managers work together on new and existing products.
For example, a new product may be launched in the natural food retailer channel with
events that a master brand manager may coordinate, and as the product grows it moves to a
conventional retailer that might be managed by a brand manger.
4. Describe the branding strategies used by Hormel and how Justin’s products fit into
the Hormel product line.
Answer: Hormel uses a combination of branding strategies. They include:
• Multiproduct Branding Strategy (using the Hormel name on many products):
o Hormel Bacon
• Multibranding Strategy (using distinct names on each product):
o Jennie-O
The Justin’s products fit into the Hormel product line for several reasons. First, Hormel is
adding on-the-go, natural, and organic products. Second, Justin’s nut butters complement
5. How are sustainability and corporate responsibility considerations likely to influence
the future at Justin’s?
Chapter 10 - Managing Successful Products, Services, and Brands
36
Epilogue
The U.S. market for nut butter currently exceeds $2 billion and the specialty nut butter
category represents approximately 20 percent of the market. The market is growing as the
perception of nut butter as a product for children has shifted to a healthy and convenient snack.
39
11. N/3 Ground Rules. Explain that the N/3 technique is often used to evaluate new
13. Summarize the advantages and disadvantages of the “Brainstorming” technique:
• Advantages:
a. Helps focus a group of people on generating a list of alternative solutions to a
defined problem.
• Disadvantages:
a. Limits the list of candidate solutions to those given by a specific group of
14. Summarize the advantages and disadvantages of the “N/3” technique:
• Advantages:
a. Provides a ranking that uses judgments from a knowledgeable cross-section of
• Disadvantages:
a. May be biased by an individual’s voting for his/her ideas submitted in the
brainstorming session.
Marketing Lesson. Marketers use brainstorming and N/3 techniques to develop and evaluate
new or refine existing products and services in terms of their features, as well as price, promotion
(advertising), and distribution strategies and tactics.
Chapter 10 - Managing Successful Products, Services, and Brands
BRAINSTORMING GROUND RULES
1. Strive for quantity of ideas, without special concern about
quality.
3. Stress creativity by looking at a problem from another point of
view in order to develop new ideas.
Chapter 10 - Managing Successful Products, Services, and Brands
N/3 GROUND RULES
1. Divide the total number of ideas generated (N) by 3 to get the “points” each
student can allocate.
Chapter 10 - Managing Successful Products, Services, and Brands
42
Connect Application Exercises
Exercise 1: Creating Customer Value and Competitive Advantage
Activity Summary: In this click and drag activity, students learn how firms create customers
value through packaging and labeling. The drop areas include the benefits of packaging
(communication, functional, perceptual) in addition to the challenges of packaging and labeling
Tagging (Topic, Learning Objectives, AACSB, Bloom’s, Difficulty)
Topic: Packaging
Learning Objective: LO 10-04 Describe the role of packaging and labeling in the
marketing of a product.
AACSB: Knowledge Application
Blooms: Apply
Difficulty Level: 2 Medium
Follow-Up Activity: Instructors can bring in sample packages from consumer package goods
Exercise 2: Relating the Product Life Cycle to Marketing Mix Actions
Activity Summary: In this click and drag activity, students are introduced to the stages of the
Tagging (Topic, Learning Objectives, AACSB, Bloom’s, Difficulty)
Topic: Product Life Cycle
Learning Objective: LO 10-01 Explain the product life-cycle concept.
AACSB: Knowledge Application
Blooms: Apply
Difficulty Level: 2 Medium
43
Exercise 3: Alternative Branding Strategies for Philip B
Activity Summary: Students learn about Philip B, the high-quality brand of hair and skin care
Tagging (Topic, Learning Objectives, AACSB, Bloom’s, Difficulty)
Topic: Branding Strategy
Learning Objective: LO 10-03 Recognize the importance of branding and alternative branding
strategies.
AACSB: Knowledge Application
Blooms: Understand
Difficulty Level: 1 Easy
Exercise 4: iSeeit! Video Case: Brand Equity
Activity Summary: In this straightforward whiteboard animation video, brand equity, brand
Tagging (Topic, Learning Objectives, AACSB, Bloom’s, Difficulty)
Topics: Brand Equity, Branding Strategy
Learning Objective: LO 10-03 Recognize the importance of branding and alternative branding
strategies.
AACSB: Knowledge Application
Blooms: Understand
Difficulty Level: 2 Medium
Exercise 5: Video Case: Justin’s: Managing a Successful Product with Passion
Chapter 10 - Managing Successful Products, Services, and Brands
44
Tagging (Topic, Learning Objectives, AACSB, Bloom’s, Difficulty)
Topics: Product Life Cycle, Branding Strategy, Packaging
Learning Objective: LO 10-01 Explain the product life-cycle concept.
LO 10-02 Identify ways that marketing executives manage a product’s life cycle.
LO 10-03 Recognize the importance of branding and alternative branding strategies.
LO 10-04 Describe the role of packaging and labeling in the marketing of a product.
AACSB: Analytical Thinking, Knowledge Application
Blooms: Apply
Difficulty Level: 2 Medium
Marketing Analytics Exercise: Uncovering Opportunities
Activity Summary: In this analytics exercise, students read a short case about RC Cola’s market
Tagging (Topic, Learning Objectives, AACSB, Bloom’s, Difficulty)
Topics: Marketing Analytics
Learning Objective: LO 10-02 Identify ways that marketing executives manage a product’s life
cycle.
AACSB: Analytical Thinking
Blooms: Analyze
Difficulty Level: 3 Hard
Follow-Up Activity: Instructors could ask students to perform additional research on the cola
Marketing Analytics Exercise: Capacity Management
Chapter 10 - Managing Successful Products, Services, and Brands
45
Tagging (Topic, Learning Objectives, AACSB, Bloom’s, Difficulty)
Topic: Marketing Metrics
Learning Objective: LO 10-05 Recognize how the four Ps framework is expanded in the
marketing of services.
AACSB: Analytical Thinking
Blooms: Analyze
Difficulty Level: 3 Hard
Follow-Up Activity: Instructors could have students extend the spreadsheet by suggesting
additional marketing tactics for the movie theater. As an alternate activity, instructors could ask
