N5 Marketing Management Branding And Packaging PDF

COPYRIGHT PERMISSION FORM– CP201/AJb LEGAL SERVICES: COPYRIGHT 2020 LECTURER MS.A. JONAS & DEPARTMENT MARKETING MR C. SWIEGELAAR M...

COPYRIGHT PERMISSION FORM– CP201/AJb LEGAL SERVICES: COPYRIGHT 2020 LECTURER MS.A. JONAS & DEPARTMENT MARKETING MR C. SWIEGELAAR MANAGMENT COURSE BBH 1011 NUMBER OF 500 CODE ELECTRONIC COPIES TITLE Succeed in Marketing Management- OUP) Succeed in Marketing Management power points, which accompany the above prescribed book, are copyright of the publisher Oxford University Press Southern Africa and are used with their kind permission M. HANSFORD COPYRIGHT OFFICER N5 MARKETING MANAGEMENT MODULE 3 BRANDING AND PACKAGING  Module 3 By the end of this module you should be able to: Identify and describe brands Identify and describe the advantages of branding to both marketer and consumer Distinguish between different types of brands Explain the stages in brand acceptance by the consumer, as well as the importance of these acceptance phases in marketing planning Analyse and describe the nature and influence of product warranties on the marketing of a product Describe the role of packaging in marketing, as well as the importance and cost of packaging Design packaging strategies and labels for different products under different circumstances to determine which type of packaging material must be used for the particular strategy Identify, analyse and discuss the role packaging plays in the promotion of products Discuss the method, importance and advantages of bar coding and electronic scanning  Advantages of branding for a consumer It facilitates identification of products at the point of purchase. It reassures customer that products are of a uniform quality and standard. It offers protection because it usually identifies the producer or supplier. It eases repeated purchase of either the product or spare parts. It gives greater freedom of choice of where to buy the product. It leads to improved products because it increases competition. It facilitates decision-making because consumers know the brand. It serves as a warning at repeat purchase if the consumer was not satisfied with product. It eases the actions of consumers who are prone to impulse purchases.  Advantages of branding for a marketer It can form the cornerstone of the promotion strategy, especially if brand loyalty is important. It assists in controlling market share. It assists product management. You can determine brand success based on a specific brand’s promotion. If the product is unsuccessful you can consider substitution. Simple price comparisons by consumers between competing products are hampered because price is not the only differentiating factor. It offers additional differentiation possibilities because in the minds of consumers a new brand creates a new product. It protects the marketer from competition. Through effective branding, the marketer can demand higher Types of brands  Relationship between brands Two branding options provide marketers with FOUR possible strategies: Individual branding – firm develops s separated brand for each individual item Family branding – All products are marketed under a family brand Family brands are developed for different product ranges Firms name is combined with the individual product name  Relationship between brands Advantages of individual brands: Does not involve the image of the other products if the product fails It is original Aggressive advertising efforts for induvial products Advertising message can be turned to a products; specific characteristics or target market  Relationship between brands Advantages of family brands: Cost of introducing a new product under a family brand is lower than that of an individual brand Not necessary to spend money to get brand recognition New products can benefit from the popularity if existing products Family branding is preferable when products in the product range: 1. Are more or less of the same quality 2. Can be marketed through the same channels 3. The same promotion methods can be used  Dealer brands Dealer brands have become more important. Here are a few reasons why: Retailers are in direct contact with consumers Retailers give their own brands the best shelve space Retailers use point-of-purchase promotion  Brand acceptance The marketing challenge of branding is making a brand so desirable to consumers that they will not want any other competing brand. The acceptance of a brand is the results of two factors: A satisfactory product A well designed promotional theme  Product warranties A product warranty is an assurance of a product’s quality The aim of a warranty is provide potential buyers with an added level of confidence in the product they are purchasing  Packaging Packaging serves to protect the product in transport and can also be used as a marketing tool Packaging increases the overall price of the product Packaging can be designed for individual products or it can form part of the rest of the brand Functionality of the packaging is also a very important consideration  Materials used for packaging Cardboard Glass Wood Shipping containers  Labelling Labelling forms an integrated part of the packaging strategy It provides a description of the product with the information of its contents The following labels are common: Trademark labels Grading labels Information labels  Labelling Advantages Disadvantage It makes it easy for consumers If consumers are not satisfied to identify a product with a product, it is easier to It assists other elements of reject a product during future promotion in persuading potential purchases consumers to buy a product Bad labelling will have a Shopping is made easier negative effect on a good It assists in consumer product satisfaction Too much information on a It assists the marketer with label could be product diversification. disadvantageous for a product  Barcoding A barcode is a numbering system that can be read by and electronic scanner. Advantages: Standard numbers can be allocated to products It makes computerized stock management easier Feedback on sales and market trends can quickly be determined by a computer.  Barcoding Retailer benefits: Improved inventory control Improved utilization of shelve space Improved productivity of cash register and operators Accurate price indications Removes the need for price marking Eliminates human error  Barcoding Consumer benefits: Faster service More descriptive information on sales reports Eases price comparisons and control of shopping lists Eliminates the problem of products not being marked