Marketing Communications Week 7

1
Marketing Communications Week 7

• Branding, Packaging and Merchandising

2
Public Relations
3
Objectives

• Role of Branding in promotion and development
• Issues in the development and design of a Brand
• Brands and consumers
• Packaging and Promotion
• Colour and package design
• Role of Merchandising

4
Branding

• Brand
• A name, term, sign, symbol or design, or a
  combination of these, intended to identify the
  goods or services of one seller or a group of
  sellers and to differentiate them from those of
  competitors
• Kotler, 2001

5
Branded vs. Commodity Products
Branded Products
Commodity Products
6
Role of the Brand
7
Strategic Functions of Brands

• Ownership
• Differentiator
• Functional what its for
• Symbolic
• Risk Reducer
• Shorthand Device (transferability)
• Legal Device
• Strategic Device

8
Brand Name Rules
FCUK

• Shock
• Alliterative
• Relate to positioning
• Link to a picture
• Tell about the product
• Have a nickname
• Telephone/Directory friendly
• Not have false images (especially Internationally)

9
Brand Variations

• Brand Extension eg Cadburys range, KitKat
  range
• Corporate Branding Shell products
• Retailer Branding Tesco own brand
• Partner Branding
• Corporate Identity more in Lecture 11

10
Packaging

• Information
• Legal requirements
• Helps you use it
• Adds value re-useable
• Tamper Resistance
• Trade mark
• Messages (overt and covert)

11
Colour Messages
Summer, easy to read, cheap and
cheerful, Attention
Warmth, Premium Product, Attention
Sociable, Oranges, Attention
Upmarket, Expensive
Not Food. Cool, Clean
Natural, Spring, Irish, Money, recyclable

• girly, cosmetics,
• Baby goods

• Strong food flavour,
• earthiness

With Gold exclusive Otherwise Death
Purity and Cleanliness. Death in Japan Snow.
Weddings.
12
Packaging Evaluation
Does it work?

• Visibility, Attraction
• Information
• Emotional Appeal
• Workability
• Distinctiveness

13
Merchandising

• The way products are displayed at the retail
  outlet (POS Point of Sale)
• Efficient use of floor space
• Visibility for consumers
• Traffic flows around the shop
• Availability of display materials and stands from
  manufacturers

14
Merchandising Tools

• Stickers
• Window Displays
• Dump Bins
• Posters, cut-outs and Showcards
• Shelf Space, Colour Matching
• Branded Display Units

• Shelf Positioning
• In-store Sampling
• Three-dimensional methods
• Video Walls
• Interactive Systems
• In-store Public Address

15
Seminar

• Read the Rolls-Royce case study in the Module
  Guide page 29 reflect on Rolls-Royce in
  comparison with the companies chosen for the
  assignment and how the authors have researched
  and presented their work
• See link to Branding and Corporate Identity
  document on my website