Product labeling decisionsProduct labels refers to the information attached to the packaging that helps describe the product in a little bit more detail.It is important to note that labeling is more information focused, as opposed to packaging itself (please refer to the separate article) which is more marketing communications related.Depending upon the product and the […]
The role of labeling in marketing Find Out More...
Packaging decisions in marketingWhen we think of packaging, we tend to think about packaging’s role of being recognized and attracting attention inside a store. While this is a key goal of packaging, there are actually many other goals of packaging which need to be considered within packaging design.These packaging goals are discussed below.Protecting the product
The role of packaging Find Out More...
In modern-day marketing, brand equity is generally highly sought-after. Brand equity can deliver financial benefits to the firm – primarily through greater market share, price premium, and increased customer loyalty.There are multiple decisions to be made however, when introducing a new product into the marketplace. This particular article provides an overview of this process, while
Main branding decisions Find Out More...
When developing a new product for a company, a series of steps need to be completed – as often discussed in marketing principles textbooks in the product mix chapter, under the heading of the individual product decisions.The main steps that are usually discussed in marketing textbooks include:product attribute decisionsbranding decisionspackaging and labeling decisionsproduct support services/product
Individual product decisions Find Out More...
Marketing textbooks, when discussing the product mix, usually outline a series of decisions in regards to product attribute decisions.Attributes of a product are the various components that make up the product. Usually product attributes extend to actual features, as well as uses and benefits. But it is probably easiest to think of attributes as the
Product attribute decisions Find Out More...
The overall product mix for a firm is the complete range of products that they offer in the marketplace. It is also sometimes referred to as their product assortment.There are multiple decisions to make in regards to an overall product mix for a company. Product mix decisions are quite strategic and will determine how the
Product mix example Find Out More...
What is a product mix?A product mix is also referred to as a product assortment. It is the full range of products offered by a firm. As discussed in another article on this website, firms will have sets of products in what is known as a product line.Large firms would generally offer several product lines
Product mix decisions Find Out More...
What is a product line?A product line is a related set of products offered by a firm. For example, Apple offers computers, smart phones, tablets, MP3 players, smart watches, and online services. Each of these would be considered a separate product line and under each product line they could offer a broad range of different
Stretching the product line Find Out More...
What is a product line?A product line can be defined as a set of products offered by a company that are similar in function and benefit. These sets of products are also usually sold through the same distribution channels to the same target market at a relatively similar price range.In many ways, the decision of
Product line length Find Out More...
Advertising awareness metricsIn addition to measuring brand awareness, firms will often look to measure advertising awareness through a similar/same survey of the target market. This would be an extension of the questionnaire discussed in the article on brand awareness metrics.There are four main advertising awareness metrics that can be measured through a questionnaire, namely;unprompted advertising
Advertising awareness and recall metrics Find Out More...
