Letter of complaint

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(No Transcript)
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BRAND OR PRODUCT?

• Anything capable of satisfying a need or a want.
• A distinguishing symbol, mark, logo, name, word,
  sentence or a combination of these items that
  companies use to distinguish their product from
  others in the market.

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• Give three examples of brands you are loyal to.
• What products are there for which you are a brand
  switcher, i.e. you have no preference for or
  loyalty to a particular brand?
• What product can you think of for which the name
  of the brand is totally unimportant?

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U11 PRODUCTS AND BRANDS (MK, p. 60)

• PARAGRAPH ONE
• HEADING?
• DEFINITION of product?
• EXAMPLES OF PRODUCTS?
• PRODUCT LINE? PRODUCT MIX?
• More useful expressions? p_____ l___ c____
• EXPLAIN Companies are... constantly
  re-evaluating their product mix.
• Why do companies product mixes regularly change?

roduct
ycle
ife
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• Product line examples
• __???_______ __???_______
• Bar/Body Wash Chocolate
• Deodorant Chocolate pralines
• Hair Biscuits and wafers
• Lotions Candies
• MenCare Xmas and New
• Dermaseries Year range
• Expertshave Salted products
• Sugarfree products
• Childrens assortment
• Cooking assortment

KRAŠ
DOVE
Dorina
Bajadera, Griotte
Domacica
Kiki, Bronhi
VIC
Životinjsko carstvo
Family brand or individual brands?
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• Product line examples
• __???_______ __???_______
• Bar/Body Wash Chocolate
• Deodorant Chocolate pralines
• Hair Biscuits and wafers
• Lotions Candies
• MenCare Xmas and New
• Dermaseries Year range
• Expertshave Salted products
• Sugarfree products
• Childrens assortment
• Cooking assortment

KRAŠ
DOVE
Dorina
Bajadera, Griotte
Domacica
Kiki, Bronhi
VIC
Životinjsko carstvo
Family brand or individual brands?
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PARAGRAPH TWO

• HEADING?
• DEFINITION?
• OBJECTIVES OF BRANDING?
• HOW IS BRAND RECOGNITION ACHIEVED?
• B2B?
• B2C?
• Other useful expressions?

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Do you recognize them?
x
3
4
1

8
2
5
9
w
z
10
y
6
7
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Which brands do you have an emotional attachment
to because they represent your attitudes and
feelings?
Image?

Feelings?
Associations?
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PARAGRAPH THREE

• HEADING?
• CORPORATE BRAND NAME vs. INDIVIDUAL BRAND NAME
  give examples

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• Corporate brand (family brand, umbrella brand)
  e.g. Philips, Virgin, Yamaha, Apple, IBM, Harley
  Davidson, Toyota, Honda, Ford...
• Whithin the family brand Apple markets computers,
  phones, accessories, music players and tablets.
• Individual brand
• e.g. PG vs. Pringles, Pampers, Gillette
  Duracell
• e.g. Unilever vs. Knorr, Hellmans, Magnum,
  Axe, Dove
• Company uses a distinctive logo, name and
  marketing strategy for each product it sells.
• Private / store brand (trgovacke robne marke)
• e.g. KPlus, Clever, S-Budget, Okusi zavicaja,
  Balea...
• White label product Whats the connection with
  any of the terms above?

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MULTI-BRAND STRATEGY- give examples
Whose brands are these? Juicy Fruit, ________'s
Spearmint, 5 gum, Orbit, Airwaves, Hubba-Bubba
and Winterfresh
-give reasons
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• MULTI BRAND STRATEGY
• Marketing of t___ or more sim_____ and competing
  products by the sa___ firm under different and
  unrelated br_____. While these brands eat into
  each others' sales (cannibalism), m____-brand
  strategy does have some adv_________ as a means
  of
• obtaining greater sh___ space and leaving little
  for comp________' products,
• saturating a market by filling all price and
  quality gaps,
• (3) catering to brand-sw______, users who like to
  experiment with different brands, and
• (4) keeping the firm's man_______ on their toes
  by generating internal com________.

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MULTI-BRAND STRATEGY

• Marketing of two or more similar and competing
  products by the same firm under different and
  unrelated brands. While these brands eat into
  each others' sales (cannibalism), multi-brand
  strategy does have some advantages as a means of
• obtaining greater shelf space and leaving little
  for competitors' products,
• saturating a market by filling all price and
  quality gaps,
• (3) catering to brand-switchers, users who like
  to experiment with different brands, and
• (4) keeping the firm's managers on their toes by
  generating internal competition. LOreal
• Garnier
• Kerastase

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PARAGRAPH FOUR
Apple Google Coca-Cola IBM Microsoft General
Electric Samsung Toyota McDonalds Mercedes Benz

• HEADING?
• BEST GLOBAL BRANDS
• WORTH OF A BRAND vs. COMPANYS PHYSICAL ASSETS
• EXPLAIN A companys market value can be much
  greater than its book value.
• WHY?
• HW Comprehension p 61 (answer in writing)
  Vocabulary p 61

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Letter of enquiry / inquiry

• ? RB, p 100 101
• ? RB, p 107, exercises 1 6 (team work)
• ? Exchange RB with colleagues and compare phrases
  used
• TASK Write a letter of inquiry to Ms Linda
  Bertich (p 101, bottom). Use phrases provided on
  p 105 106