1. Tell me something about these people.

2. PRODUCTS MK Unit 11

3. Work in groups: Find the following key concepts and explain them to your groupmates. (MK, p. 60) group member 1: Product, product lines, product mix group member 2: Brand, the key objective of branding, brand recognition, B2B, B2C group member 3: Corporate branding, individual branding, multi-brand strategy group member 4: Brand value, a company’s market value, a co.’s book value

4. Product line: a group of closely related products sold to the same customer groups, and marketed through the same outlets.

5. Product mix the total sum of products offered by a particular organization. It consists of both product lines and individual products. All the courses a university offers constitute its product 1.______; courses in the marketing department constitute a product 2._____; and the basic marketing course is a product 3.____.

6. Product mix the total sum of products offered by a particular organization. It consists of both product lines and individual products. All the courses a university offers constitute its product mix; courses in the marketing department constitute a product line ; and the basic marketing course is a product item.

7. Name the arrows: product line, product mix, product item Product items Product line Product mix X X

8. Branding: Logo, brand name, slogan?

9. Attitudes to brands: how a customer can relate to a brand. Change these verb phrases into noun phrases: Be able to recognise a brand Be loyal to a brand Switch/ change brands regularly Brand recognition Brand loyalty Brand switching, brand-switchers

10. Find competing brands Cif, Oral B, Head & Shoulders, Axe, Domestos, Pantene, Blend-a-dent, Rexona

11. Competing brands – But where does the profit go? Competing brands: Cif – Domestos Axe – Rexona Head & Shoulders – Pantene Blend-a-dent – Oral B Producers: Unilever Procter & Gamble (P&G)

12. Multi-brand strategy The sale of two or more competing brands by the same marketer. These sometimes appeal to different segments of the market. In other cases one brand may ‘cannibalize’ another. Why? (finish the sentences) 1. To acquire more _______. 2. To acquire greater _______. 3. To attract _______. 4. To motivate _______.

13. Multi-brand strategy The sale of two or more competing brands by the same marketer. These sometimes appeal to different segments of the market. In other cases one brand may ‘cannibalize’ another. Why? 1. To acquire more shelf space. 2. To acquire greater market share. 3. To attract brand switchers by offering something new. 4. To motivate the workers inside the company by creating internal competition.

14. Brand value – market value (capitalization) – book value

15. Revision: 1. List examples to types of products. 2. Why are companies regularly re-evaluating their product mix? 3. Why is branding useful? 4. What can reinforce (strengthen) a brand name? 5. Where does brand value come from? 6. Why is it important? 7. What is the difference between a co.’s market value and its book value? 8. Into which one is brand value calculated?