BUS-101 Lecture Notes - Lecture 38: Procter & Gamble, Generic Brand, Laundry Detergent
2 May 2016
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Types of brands generic, private label, manufacturer. Brand = represents the totality of that which an organization delivers to it"s customers. Component parts: brand elements, including, brand name/ brand mark. Manufacturers brand = brands are owned and controlled by a producer. Private label brand = owned or controlled by an intermediary, such as a distributor or retailer. Generic product = generic means there is no brand name at all (so, not generic brand) // only product category name is indicated. Family brands whirlpool uses that trade name for all its products. Individual brands procter & gamble has six different brand named laundry detergent. Product life cycle (plc) introduction, growth, maturity, decline. Introduction = the industry contains a few competitors and sales are just beginning to take hold / revenues may be positive but profit is usually negative trying to cover production, development, promotion, distribution, build initial demand. Growth = customer demand increases // industry sales and profits grow.
