Andrea Encinas, Camila Jordan, Aisha Hazou, Jose Gomez | 11th PRODUCT Andrea Encinas, Camila Jordan, Aisha Hazou, Jose Gomez | 11th

Learning objectives Aspects of branding (AO2) The importance of branding (AO3) The importance of packaging (AO3) Inserte un mapa del país.

A product is anything that can be offered to the attention of the market for its acquisition, use or consumption, that satisfies a desire or a need; It includes physicists, services, people, places, organizations and ideas

What is Brand and branding? Brand: a symbol, name, image or trademark that distinguishes a product from its competitors. Branding: is the process of distinguishing one business’s product from anther and can add great value to a product.

ASPECTS OF BRANDING Brand Awareness: extent to which a brand is recognized by potential customers and is correctly associated with a particular product –can be expressed as a percentage of the target market.

ASPECTS OF BRANDING Brand Development: Measures the infiltration of a product’s sales, usually per thousand population; if 100 people in 1000 buy a product, it has a brand development of 10

ASPECTS OF BRANDING Brand Loyalty: the faithfulness of consumers to a particular brand as shown by their repeat purchases irrespective of the marketing pressure form competing brands. Brand Ambassadors: Consumers who will market a particular brand by talking positively about it among their colleagues, friends, or relatives.

ASPECTS OF BRANDING Brand Value or Brand Equity: the premium that a brand has because customers are willing to pay more for it than they would for a non-branded generic product.  

THE IMPORTANCE OF BRANDING Well Known and recognized

           

         

IS PACKAGING IMPORTANT?

WHAT IS PACKAGING? Packaging refers to the design and production of the physical container or wrapper of a product. Help to distinguish one product from another.

IMPORTANT FUNCTIONS: Protection(function) Attracting customers Promotion and information Differentiation and brand support Packaging-evaluation

PROTECTION OR FUNCTION The purpose of product packaging is to protect the product from damage. Not only protects the product during transit from the manufacturer to the retailer, but it also prevents damage while the product sits on retail shelves. There are different ways to protect the product by having some form of packaging. Ex: Milk Apples

ATTRACTING CUSTOMERS The key factor that attracts a consumer who may be undecided on which brand buy. So, for this reason, companies conduct extensive market research on different things like colour scheme, designs and materials to determine the most appealing package for consumers.

PROMOTION AND INFORMATION IMPORTANT TO GIVE INFORMATION ABOUT THE PRODUCT! May contain directions on how to use or make the product. Support other promotional material by making references to advertisement in TV or other media. List ingredients and nutritional information about the product. This information can help to sell the product because it allows customers obtain information they need to make a decision.

DIFFERENTIATION AND BRAND SUPPORT Differentiates one brand of product to another brand. Packaging can display companies name, logo, and colour scheme of its brand. If the product packaging changes, it may alter the brand perception of the company, does not mean that consumers will stop buying the product, but it may delay the purchase.

PACKAGING -EVALUATION Needs to be fully integrated with the other elements so consumers gain a consistent message of the product. Needs to be environmental friendly. Most businesses are trying to balance the need to cut the volume and cost with the protection and ´emotional message´.