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Unformatted text preview: ng behavior. A package
differentiates a product from competing products and may associate a new product with a family
of other products from the same manufacturer. Packages are the last opportunity marketers have
to influence buyers before they make purchase decisions. This promotional role differentiates the
product from competitors’ products and establishes the brand’s image.
FACILITATE STORAGE, USE, AND CONVENIENCE. Packages can make products easier to
ship, store, and stock on shelves. Additionally, package features or designs can make packages
convenient. Features such as disposable packages, easy opening devices, and reusability are a
plus. Package size can also be used to segment markets.
FACILITATE RECYCLING AND REDUCE ENVIRONMENTAL DAMAGE. Environmental
compatibility is preferred, if not demanded, by consumers. Packages should be recyclable,
biodegradable, and reusable.
KEY: CB&E Model Product OBJ: 10-5 TOP: AACSB MSC: BLOOMS Synthesis 13. Name and describe the two labeling forms.
PERSUASIVE LABELING focuses on a promotional theme or logo, with information for the consumer of secondary importance. The promotional theme may contain the words “new,”
“improved,” or “super.”
INFORMATIONAL LABELING is designed to help consumers make proper product selections
and lower postpurchase cognitive dissonance. These labels may explain construction standards,
color selection, cleaning instructions, or other use information.
KEY: CB&E Model Product OBJ: 10-5 TOP: AACSB MSC: BLOOMS Synthesis 14. You are the U.S. brand manager of the Fluffit family of products. The products include a wide
variety of synthetic and natural stuffing materials for furniture cushions, sleeping bags, quilts, and
winter coats. The brand is a favorite among home repair enthusiasts and hobbyists of various
kinds. Your firm would like to enter several foreign markets. Name and describe the three major
alternative brand name choices for this global strategy. Discuss the viability of each alternative
ONE BRAND NAME EVERYWHERE. This strategy is useful when the company markets
mainly one product and the brand name does not have negative connotations in any local market.
Advantages of a one-brand strategy are greater identification of the product from market to
market and ease of coordinating promotion from market to market. This strategy may be difficult
for Fluffit because the variety of products are sold. Additionally, it is not likely that “fluff” carries
the same meaning in all languages or communicates the benefits of the product.
ADAPTATIONS AND MODIFICATIONS. If the Fluffit name is not pronounceable in the local
language, the brand name is owned by someone else, or the brand has a negative connotation in
the local language, minor modifications can make the brand name more suitable. This could be a
viable alternative for Fluffit.
DIFFERENT BRAND NAMES IN DIFFERENT MAR...
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This document was uploaded on 09/29/2013.
- Fall '13