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

2. 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

3. 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

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

5. 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

6. 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

7. 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

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