1. PRODUCTS
UNIT 11

2. WHAT IS THE DIFFERENCE BETWEEN A PRODUCT AND A BRAND?
PRODUCT - anything capable of satisfying a want or a need
BRAND - a product that is distinguished from those of competitors by a name, sign, symbol, design, etc.

3. PRODUCTS OR BRANDS? HOW MANY DO YOU RECOGNIZE?

4. WHICH OF THE FOLLOWING CAN BE CONSIDERED AS CROATIAN BRANDS?

5. HOW ABOUT THIS ONE?

6. List some of your favourite brands. Then answer these questions.
1 Are they international or national brands?
2 What image and qualities does each one have?
3 Give three examples of brands to which you are loyal,
i.e.which you regularly buy without thinking about it.
Why are you loyal to them?
4 Are there any products for which you have no brand
preference or loyalty, but are a brand-switcher?
5 Can you think of any products for which the name of
the brand is totally unimportant, so that you do not
even notice it?
6 If you don’t buy branded goods, explain why.
7 What are the advantages of branded goods for:
a) the manufacturer? b) the consumer?

7. HOW MANY WORD PARTNERSHIPS CAN YOU MAKE?
__________ __________
__________ BRAND __________
__________
MANAGER PREFERENCE LOYALTY
CLASSIC LUXURY IMAGE SWITCHER
STRETCHING AWARENESS
ESTABLISHED RECOGNITION

8. WHICH WORD FROM THE PREVIOUS LIST IS ILLUSTRATED BY THESE PICTURES?

9. BRANDING – INTRODUCTION
Does it work better than your regular classes?

10. HOW DO YOU COMMENT ON THIS QUOTE?
‘The most distinctive skill of professional
marketers is their ability to create, maintain,
protect and enhance brands.’
P. Kotler, American marketing guru

11. DID YOU KNOW?
Despite the current economic climate, the value of the top 100 brands has increased 2% since last year, to $2 trillion - a marginal increase of 1.7 percent.

12. WHICH ARE THE TOP TEN BRANDS AT THE MOMENT
WHICH ARE THE TOP TEN BRANDS AT THE MOMENT? COMPARE THE CURRENT LIST TO THE 2015 RANKINGS.

13. WHAT IS BRANDING AND WHY DO WE NEED BRANDS?
Complete the text with the following words:
MONEY NAME DIFFERENTIATE SYNERGY
QUALITY COMPETITORS’ VALUE
A brand can be a ____________, a term or a symbol. It is
used to ____________ a product from ____________
products. The brands guarantee a certain ____________
level. Brands should add ____________ to products. It’s
a ____________ effect whereby one plus one equals three.
But customers must believe they get extra value for
____________.

14. PRODUCTS AND BRANDS – Pre-reading task – True or False?
People, places and organizations cannot be considered as products.
Product line is the same as product mix.
Slogans distinguish products and services from their competitors.
B2B and B2C are different types of brands.
Companies always include their names in their products.
Corporate branding is connected with branded products sold to companies and corporations.
Pringles is the name of the company which produces potato crisps.
Brand cannibalism refers to the destruction of competing brands.
The worth of a brand is never greater than a company’s physical assets.

15. PRODUCTS AND BRANDS – Reading, MK, p. 60
1 MATCHING
Read the text and write a brief HEADING for each paragraph.
2 COMPREHENSION
Why do the companies' product mixes regularly change?
Why do companies brand their products?
What is the difference between corporate branding and individual branding?
Why do the big soap powder producers have a multi-brand strategy?
Why can the market value of companies be much higher than the value of their tangible assets?

16. PRODUCT LINE OR PRODUCT MIX?

17. PRODUCTS AND BRANDS – Vocabulary, MK, p. 61
places of business for selling goods to customers (shops, stores, kiosks, etc.) ______________
a group of closely related products sold to the same customer groups and marketed through the same outlets ______________
all the different products, brands and items that
a company sells ______________
businesses that sell goods or merchandise to individual consumers ______________
a graphic image or symbol specially created to identify a company or a product ______________
wrappers and containers used to enclose and protect a product ______________

18. PRODUCTS AND BRANDS – Vocabulary, MK, p. 61
the extent to which consumers are aware of a brand, and know its name ______________
the extent to which an activity provides financial gain ______________
surfaces in a store on which goods are displayed ______________
the sales of a company expressed as a percentage of total sales in a given market ______________
consumers who buy various competing products rather than being loyal to a particular brand ______________
the standard pattern of sales of a product over the period that it is marketed ______________

19. WORD PARTNERSHIPS – Which words are missing?
product l_________
product m_________
product l________
c________
g _________ /d _________ sales
brand r_________
c_________ branding
i_________ branding
B _______ - to - B _______ marketing
B _______ - to – C _______ marketing
m______-b______ strategy
brand c_________
brand-s_________
brand v_________
market s_________
p_________ assets
t_________ assets
market v_________

20. WORD PARTNERSHIPS – Which words are missing?
Business - to - Customer marketing
multi-brand strategy
brand cannibalism
brand-switcher
brand value
market share
physical assets
tanginle assets
market value
product line
product mix
product life cycle
growing/declining sales
brand recognition
corporate branding
iindividual branding
Business - to - Business marketing

21. DISCUSSION: Brands and attitudes
1 What attitude would you associate with the following brands?
Apple
BMW
Harley-Davidson
Ikea
Louis Vuitton
MTV
Nike
Sony
2 Which brands do you have an emotional attachment to, because they represent your attitudes and feelings?

22. "All the world’s a stage, And all the men and women merely players
"All the world’s a stage, And all the men and women merely players. They have their exits and their entrances, And one man in his time plays many parts, His acts being seven ages." As You Like It, William Shakespeare

23. THE PRODUCT LIFE CYCLE
THE MARKETING CONCEPT – the sales of a product has
different stages
WHAT DOES IT SHOW?
The pattern of consumer demand for a product over time, and
accordingly the product’s pattern of sales over the period that
it is marketed.
THE MAIN STAGES
introduction
growth
maturity
decline

24. STAGES OF THE PRODUCT LIFE CYCLE

25. THE PURPOSE OF EACH STAGE
INTRODUCTION
develop b__________ a__________; pricing strategies → market skimming or penetration
GROWTH
develop b__________ p___________ and attract brand-switchers
promotion: emphasize your c___________ d___________
maintain steady growth and increase m_________ s__________
MATURITY
the market becomes s___________ and further growth is limited → prevent the c___________ from penetrating the established market share; defend your market share
maintain b___________ l___________ and BRAND IMAGE
extend the cash cow stage for as long as possible by using further tactics
DECLINE
the main decision: when to w___________ from the market?
the sales still contribute towards fixed costs, but further investment, such as a___________, is not likely to pay back

26. THE PURPOSE OF EACH STAGE
INTRODUCTION
develop BRAND AWARENESS; pricing strategies → market skimming or penetration
GROWTH
develop BRAND PREFERENCE and attract brand-switchers
promotion: emphasize your COMPETITIVE DIFFERENCES
maintain steady growth and increase MARKET SHARE
MATURITY
the market becomes SATURATED and further growth is limited → prevent the COMPETITION from penetrating the established market share; defend your market share
maintain BRAND LOYALTY and BRAND IMAGE
extend the cash cow stage for as long as possible by using further tactics
DECLINE
the main decision: when to WITHDRAW from the market?
the sales still contribute towards fixed costs, but further investment, such as ADVERTISING, is not likely to pay back

27. THE DURATION OF EACH STAGE
likely to vary
WHICH FACTORS AFFECT THE DURATION OF EACH
STAGE?
product type
market conditions
uncontrollable elements such as consumer trends and competitor behaviour

28. STAGES OF THE PRODUCT LIFE CYCLE – IN MORE DETAIL...