制定产品战略 营销管理第15版教学PPT课件.ppt

Marketers often combine their products with products from other companies in various ways. In co-branding—also called dual branding or brand bundling—two or more well-known brands are combined into a joint product or marketed together in some fashion. One form of co-branding is same-company co-branding, as when General Mills advertises Trix cereal and Yoplait yogurt. Another form is joint-venture co-branding, such as General Electric and Hitachi lightbulbs in Japan or the Citi Platinum Select AAdvantage Visa Signature credit card in which three different parties are involved. There is multiple-sponsor co-branding, such as Taligent, a one-time technological alliance of Apple, IBM, and Motorola. Finally, there is retail co-branding in which two retail establishments use the same location to optimize space and profits, such as jointly owned Pizza Hut, KFC, and Taco Bell restaurants. * For host products whose brands are not that strong, ingredient brands can provide differentiation and important signals of quality. An interesting take on ingredient branding is self-branded ingredients that companies advertise and even trademark. Westin Hotels advertises its own “Heavenly Bed”—a critically important ingredient to a guest’s good night’s sleep. The brand has been so successful that Westin now sells the bed, pillows, sheets, and blankets via an online catalog, along with other “Heavenly” gifts, bath products, and even pet items. Ingredient brands try to create enough awareness and preference for their product so consumers will not buy a host product that doesn’t contain it. * Packaging is important because it is the buyer’s first encounter with the product. A good package draws the consumer in and encourages product choice. In effect, it can act as a “five-second commercial” for the product. It also affects consumers’ later product experiences when they open it and use what’s inside. Some packages can even be attractively displayed at home. Distinctive packaging like that