Extending the Marketing Mix Product: Brand design Product: Packaging strategies Product : Labelling Pricing strategies Promotional strategies Place: Distribution Competitive advantage © Criddle, Hinton, Nizam

1. Brand design Font: The brand name or an abbreviation using a unique font, created for the product Colour scheme: Specific colour associated with the brand Sound: A unique noise or music associated with the product Graphic: Attention grabbing pictures or symbols will assist with the visual appeal BACK © Criddle, Hinton, Nizam

2. Packaging strategies Purpose is to protect, prevent spills, security, preserve, create useable portions, brand, provide information. What is the cost per item? What does the target market want? How can the brand be included? Does the community want recycled or minimal packaging? BACK © Criddle, Hinton, Nizam

3. Labelling Functions: Marketing of the brand Inform the consumer BACK © Criddle, Hinton, Nizam

4. Pricing strategies Skim pricing: a high price is set, which customers should pay because of the perception of quality, innovation or exclusivity. Penetration pricing: a low price is set, which should attract a high number of customers. Equivalent pricing: prices are set in accordance with consumer expectations, and to be comparable with competitors. Price leadership: general strategy where the business wants to be seen as the first to introduce any price changes, and set the precedent in pricing for other business entities to follow. BACK © Criddle, Hinton, Nizam

5. Promotional strategies Pull promotion strategy: customers demand a product from retailers. Push promotion strategy: retailers promote a product to customers, creating demand. BACK © Criddle, Hinton, Nizam

6. Place: Distribution How can the maximum number of customers be assisted? How can new and potential customers be included in distribution plans? What is the minimum number of transport steps possible? (eg. From rail to road or air transport etc.) How can the product be kept secure? How can the retailer be assisted? BACK © Criddle, Hinton, Nizam

7. Competitive advantage Exists when a business has a product or service that is unique in the market BACK © Criddle, Hinton, Nizam