MKTG Notes Pt. 9
MKTG Notes Pt. 9
MKTG Notes Pt. 9
Multi brands: 2 or more competing products are owned by the same firm under 2 different
unrelated brands
- Pros
o appeals to different customers
o Take up more shelf room
o Larger market
- Cons
o each brand may have small unprofitable market share
co-branding
two different brands on one product
pro
can expand brand into hard to reach category
another segment reached
easier to introduce new product
higher sales
cons
legal
marketing coordination
trust in each partner to take care of partner brand
brand vs product
positioning is rational – how company is portrayed using role and relevance
branding is emotional – how company is portrayed using words, tones, sounds, colour ,images
and pictures
Pricing objectives:
- Profit max - Specific number of productions
- Sales max - Survival
- Market share - Responsibility or sustainable pricing
Examples of constraints
- Demand - External trends
- Stage in PLC
- Is it a single product or a line?
- Production cost
- Financial objectives