Mkting Environment
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spot mkting -> wholesale rack -> brand rack -> retail
Focus Group Interviews
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A research technique in which a small group of persons (usually 8 to 12)
comes together for an intensive discussion about a particular topic, with the
conversation guided by a trained moderator using an unstructured method
of inquiry
,Individual Brands
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The use of individual brand names for each of a firm's products
-For example, while Kellogg's makes good use of the family branding
strategy, it also allows other products, such as Morningstar Farms, Famous
Amos cookies, Keebler cookies, and Cheez-Its, to keep individual identities
not readily seen as being under the Kellogg's umbrella.
- P&G does a good job of this. They control brands like Tide detergent and
Bounty paper towels
Retailer/Store Brands
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Also called the private-label brands, are products developed by retailers
(Kroger Brand)
Product Launch example- iPad 2
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iPad 1 was v successful so the iPad 2 was positioned as an entirely new
design to keep ppl interested
Unsought Products/Services
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Products or services consumers either do not normally think of buying or
do not know about
-ex. burial plots, fire extinguishers
Brand Awareness
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Measures how many consumers in a market are familiar with the brand and
what it stands for; created through repeated exposures of the various
brand elements (brand name, logo, symbol, character, packaging, or
slogan) in the firm's communications to consumers
-The more aware or familiar they are, the easier their decision-making
process is, which improves the chances of purchase.
Grewal, Dhruv. M: Marketing (Page 226). McGraw-Hill Higher Education.
Kindle Edition.
sustainable packaging
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Product packaging that is ecologically responsible.
Grewal, Dhruv. M: Marketing (Page 234). McGraw-Hill Higher Education.
Kindle Edition.
Extending Time in PLC
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increase frequency of use
-by same consumers
increase number of users
-expand into diff target mkt w/ same product
find new users
-ID new applications for product
Secondary Package
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The wrapper or exterior carton that contains the primary package and
provide.s the UPC label used by retail scanners; can contain additional
information that may not be available on the primary package
Introductory Price Promotions
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Short term price discounts designed to encourage trial
longer, more indirect channel for
Give this one a try later!
Give this one a try later!
spot mkting -> wholesale rack -> brand rack -> retail
Focus Group Interviews
Give this one a try later!
A research technique in which a small group of persons (usually 8 to 12)
comes together for an intensive discussion about a particular topic, with the
conversation guided by a trained moderator using an unstructured method
of inquiry
,Individual Brands
Give this one a try later!
The use of individual brand names for each of a firm's products
-For example, while Kellogg's makes good use of the family branding
strategy, it also allows other products, such as Morningstar Farms, Famous
Amos cookies, Keebler cookies, and Cheez-Its, to keep individual identities
not readily seen as being under the Kellogg's umbrella.
- P&G does a good job of this. They control brands like Tide detergent and
Bounty paper towels
Retailer/Store Brands
Give this one a try later!
Also called the private-label brands, are products developed by retailers
(Kroger Brand)
Product Launch example- iPad 2
Give this one a try later!
iPad 1 was v successful so the iPad 2 was positioned as an entirely new
design to keep ppl interested
Unsought Products/Services
,Give this one a try later!
Products or services consumers either do not normally think of buying or
do not know about
-ex. burial plots, fire extinguishers
Brand Awareness
Give this one a try later!
Measures how many consumers in a market are familiar with the brand and
what it stands for; created through repeated exposures of the various
brand elements (brand name, logo, symbol, character, packaging, or
slogan) in the firm's communications to consumers
-The more aware or familiar they are, the easier their decision-making
process is, which improves the chances of purchase.
Grewal, Dhruv. M: Marketing (Page 226). McGraw-Hill Higher Education.
Kindle Edition.
sustainable packaging
Give this one a try later!
Product packaging that is ecologically responsible.
Grewal, Dhruv. M: Marketing (Page 234). McGraw-Hill Higher Education.
Kindle Edition.
Extending Time in PLC
, Give this one a try later!
increase frequency of use
-by same consumers
increase number of users
-expand into diff target mkt w/ same product
find new users
-ID new applications for product
Secondary Package
Give this one a try later!
The wrapper or exterior carton that contains the primary package and
provide.s the UPC label used by retail scanners; can contain additional
information that may not be available on the primary package
Introductory Price Promotions
Give this one a try later!
Short term price discounts designed to encourage trial
longer, more indirect channel for
Give this one a try later!
