3. In a marketing mix, what is ‘product’? The product needs to be designed to be appealing to customers. It must also do what consumers expect it to do. According to consumer law, goods and services must be of merchantable quality and fit for the purpose intended.
Product packaging should provide protection from damage on the way from the manufacturer to the consumer. It should be designed for easy storage and display. Packaging should also look good to encourage consumers to purchase. Design and packaging have been described as the ‘silent salesperson’ because an eye-catching design, conveying the right image and product information, can strongly influence sales. Packaging should provide information regarding the ingredients, manufacturer, etc.
The brand name is an important part of the product. Product branding means creating an identity for a product that clearly distinguishes it from competitors. It consists of a brand name and a logo. A brand name is the distinctive name given to a product. Examples include Lucy’s Pop-Up Parties, Cuisine de France and Cadbury’s. A brand logo is a distinctive visual image that will help the product stand out from competitors.
Successful branding involves creating a memorable name and image for a product or service that clearly distinguishes it from the competition.
It also makes it easier to advertise and helps to promote brand loyalty. Brand loyalty occurs when customers repeatedly purchase a particular branded product on a regular basis. For example, Avonmore milk has a high level of brand loyalty in the Irish grocery market.
Discussion
1. Lucy called her business Lucy’s Pop-Up Parties. Think of two other possible brand names that she could have used for her business. Give reasons for your choice.
2. Write up all the possible names on a sheet of paper or on the board so that everyone can see them. As a class, decide on the best name.
Did you know? The top-selling grocery brands in Ireland are:
