Marketing Mix – Product Design, Branding & Packaging

What is meant by the “product” as part of the marketing mix? [2marks]

The product is either a tangible good e.g. car or an intangible service that meet the customers’
demands.

Part A - Product

Choose a company and one of its products and analyze the following. Watch the video link and read
the presentation slides before attempting this.

Chosen company and product. How did the business come up with idea of the product? [2marks]
Write here.
Tesla came up with the Model S sedan

Why is branding important for this company? [2marks]

Part B – Brand and Packaging
Choose another company. Choose a
product with interesting packaging
Insert Picture of brand and example
packaging used in the product.
Branding is important for Apple as it establishes an emotional connection
with their customers and ensures customer loyalty. The iconic semi-
eaten apple symbol is known all around the world and can be
immediately pin-pointed to Apple; their customers are able to flaunt this
iconic symbol therefore turning Apple to a company with a high status
and consequentially their customers are seen with the same reputation:
as people with high status and tech-savvy. Apple can also charge more
for people to have the privilege to hold this symbol. This reputation also
attracts like-minded people/ people who want to be part of the
bandwagon, therefore gaining Apple more customers.

Describe the functions of packaging for this business. [2 marks]

Sleek, clean packaging make customers attracted to Apple before they

even read anything about it; It’s minimalistic design and immaculate
edges makes customers associate that with the product inside the
package, also sleek, clean, and simple to use. The little details outside the
box allow for customers to be in awe once they finally open the box; to
Apple, packaging is an experience for their customers. The packaging also
acts as a storage for everything the customer needs earphones, the
phone, charger and so on.
Extension: “The brand name is not necessary on some packaging” Discuss. (50 words)

I disagree. Once consumers find something that works for them, they become attached; they begin trusting
the same brand to provide consistent products. Even for products such as laundry detergent which might be
seen as unimportant, if consumers find something unique about it, they continue to buy from that brand.