Marketing Strategies

Read pg 212 – 218 and complete the following activities

Define: Product

Distinguish between goods and services and provide three examples of each


Define: Total Product Concept

All products are a combination of tangible and intangible attributes
  * Tangible benefits: physical attributes of a product. Eg. Design, style, colour and features.   They can be seen, touched or used.
  * Intangible benefits:   the benefits a consumer associates with purchasing a product. Eg. Prestige, image, customer care help desks, warranties.
Some of the main considerations businesses need to think about when determining “product” in relation to marketing strategies include branding, packaging and labelling.

Define: Total Product Concept

A brand is a name, term, symbol, design or any combination of these that identifies a specific product and distinguishes it from its competitors.  
A Brand name differs, and is
  and   an example is

In the table below, write the first brand that comes to your head when you think of the following products.
Product | Brand |
Toothpaste | |
Biscuits | |
Shampoo & conditioner | |
Soap | |
Soft drinks | |
Chocolate | |
Sports shoes | |
Take away | |
Toilet paper | |
Bottled water | |

Now do the reverse, when you see the following brands, what product do you associate with it.

Brand | Product |
Levi’s | |
Uncle Tobys | |
Holden | |
Arnott’s | |
Telstra | |
Qantas | |
Speedo | |
Sony | |
BP | |
ANZ | |

Usually these businesses that you have identified have spent a lot of money making sure customers instantly recognize their brand name and the products associated with them.   A brand name can be a powerful marketing tool.

Look at the following...