Branding help’s in Positioning the Image of Product in Customer Mind?
Branding help’s in Positioning the image of the product in the mind of the customer and thus it differentiates it for those of the others, thus the customer can differentiate the product like Reid& Taylor, Raymond’s, Cadbury, nestles, etc.
Brand help’s in Positioning a brand
branding is a name, sign, symbol design or a combination of all them, any product seen by the eyes of the marketer has three levels:
- Core product level or the core benefits level or service.
- Tangible product level which includes packaging, branding, quality etc.
- Augmented product level which includes after sale service, delivery, credit terms, installation, etc.
Core Product Level
includes understanding , for e.g., the composition of the product, the contents of the product , the cause for a particular feature, etc. take for e.g., in the case of chocolate we are hardly concerned with the fact that the chocolate has 20% carbohydrates. We are hardly concerned with the facts that the chocolate has 20% fat or 50% carbohydrates.
We even do not understand the different composition of the whiting agent which is used in Ariel or surf and not are we concerned about it. Virtually at one level, there would not be much difference between the cleansing powders of product A and B.
Take another example , we are hardly aware that the ice cream product or a leading multinational company did NOT at all milk – based , it did in fact based on Soya oil and that is the reason it never say that the product is not an ice cream directly but call it as FROZEN DESSERT.
Similarly, the customers did not pay any heed to the claim of a tooth paste manufacture who claimed that the toothpaste produced by them is the only vegetarian toothpaste.
When the fight between competitors does not take place at the core product level, the fight progresses to the next level of the product – the tangible product level, in the case industrial goods, the fight always remains at the core product level – the discussion always veers around specification, what the product can do and cannot do. Only Branding play a vital roles in this
The tangible product level
comprises of factor like packaging, branding, styling and quality. at this level positioning the product in the minds of the customer is very important, also branding of the product , creating awareness in the mind of the customer is critical , Hence at this level one finds a spate of advertisements , bright packaging material , especially for customer goods with the objective of grabbing a share of the customer’ mind . Issue like brand, play a major role in the product strategy.
In the case of the industrial goods, one normally finds feature such as packaging to be totally functional – oriented. It is not intended to attract customer but intended to ensure that the goods are not damaged during transportation or are protected through sunshine and rainfall.
When the fight between the competitors does not take place at the product level, the fight progresses to the next level of the product 0 the tangible product level. At the tangible product level, issues like delivery, credit terms, installation, after sales services, etc., play a major role
Augmented product level:
The marketer must also think about the customer’s value perception, as the customer’s value perception changes, the marketer must also think of evolving new benefits or features. This value is always a function of the benefits offered by the product, which in turn comprises of qualitative benefits and quantitative benefits.
the marketing manager with the existing product has two options either to increase the market penetration or to increase his reach, while through new products he has the option to introduce and develop the existing market or enter a new market itself.
generally it is found that it is far easier to increase market reach by either increasing the market penetration level or by entering new markets and thus increasing his reach. typically by intro ducting sachets ( for shampoos and detergent ) and / or launching a Rs 5 Chocolate ( e.g. Cadbury 5 – star ), marketers tend to increase the market penetration and thus increase their sale .