Session 20 MG 220 Marketing Management MBA 10

1. MG 220 Marketing Management
MBA 10
Fall 2010
Muhammad Talha Salam, Asst. Professor
talha.salam@nu.edu.pk
Access it online: www.slideshare.net/talhasalam
Part 5:
Shaping the Marketing Offerings
Review of Part 5:
> Product Characteristics
> Product & Brand Relationships
> Differentiation
> Packaging, Labeling, Warranties & Guarantees
> Discussion on Mid-Term
Class Presentation | Session 20 | 21 Oct 2010

2. Access it online: www.slideshare.net/talhasalam
Devising Brand Strategy
(leftover from Chap 10)
Brand Portfolios
• All brands have boundaries and can be stretched only to a certain limit
• Brand Portfolio is set of all brand and brand lines a particular firm offers
for sale to buyers in a particular category
• Brands can play following roles in a portfolio
– Flankers
– Cash Cows
– Low-end entry-level
– High-end prestige
MG 220 Marketing Management 2

3. MG 220 Marketing Management
MBA 10
Fall 2010
Muhammad Talha Salam, Asst. Professor
talha.salam@nu.edu.pk
Access it online: www.slideshare.net/talhasalam
Seminar on Marketing
4Ps of Marketing
Marketing Strategies by different brands
Seminar on Marketing | Session 19 | 20 Oct 2010

4. MG 220 Marketing Management
MBA 10
Fall 2010
Muhammad Talha Salam, Asst. Professor
talha.salam@nu.edu.pk
Access it online: www.slideshare.net/talhasalam
Part 5:
Shaping the Marketing Offerings
Detailed Discussion:
> Product Characteristics
> Product & Brand Relationships
> Differentiation
> Packaging, Labeling, Warranties & Guarantees
> Case Study session: Case Study LEGO
Class Presentation | Session 21 | 25 Oct 2010