The Marketing Mix: Product

Branding

Branding involves creating a distinct identity for a product using a name, design, or symbol to make it easily identifiable.

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Advantages of good branding for businesses:

• Higher Price: Brands can charge more due to perceived quality. Example: Kerrygold charges a premium for its reputation as a quality butter.
• Increased Sales: A strong brand identity makes products easier to sell. Example: Kerrygold is trusted by consumers abroad.
• Brand Loyalty: Consumers develop attachment to trusted brands. Example: Kerrygold retains customers even with competing products.
• Product Launch: Established brands can launch new products more easily. Example: Kerrygold expanded into cheese and milk products.
• Power: Brands gain leverage with retailers. Example: Kerrygold receives prime shelf space without deep discounts.

Product Design

Product design focuses on creating visually appealing and functional products that work well.

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Advantages of a good design for businesses:

• Increases Sales: Customers are more likely to buy well-designed products that are attractive and easy to use.
• Reduces Costs: Well-designed products minimize the need for returns and repairs, saving the business money.
• Saves Time: Addressing manufacturing issues early in the design process helps save time and resources in the long run.

Packaging

Packaging involves the materials and design used to enclose and protect products.

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Advantages of good packaging for businesses:

• Increased Sales: Eye-catching packaging attracts customers. Example: Coca-Cola's personalised bottles boosted sales.
• Convenience: Packaging offers size variety for different uses. Example: Coca-Cola offers 2L and 1.25L bottles.
• Image: Packaging conveys luxury and quality. Example: Rolex uses high-end packaging to reinforce its image.
• Information: Provides product details and usage instructions. Example: Kellogg's cereal boxes list nutritional information.
• Protection: Safeguards products during transport and storage. Example: Tetra Pak prevents spills in juice cartons.

*Coca Cola has a world famous brand and product design. *