Strategy: product - goods and or services (branding and packaging)

Question 1

Products

Answer 1

Products are goods or services that can be offered in an exchange for the purpose of satisfying a need or want.

Most products are combinations of tangible and intangible components. Dinner at an expensive restaurant, for example, provides tangible elements (food and drinks) and intangible elements (efficient service, live music and a pleasant atmosphere).
All products, then, are a combination of tangible and intangible attributes.

Question 2

What goods does messina offer

Answer 2

Gelato

recipe book

clothes

cakes

sunscreen

pre-packed gelato

chocolate

Question 3

Goods and or services

Answer 3

Goods and/or Services
When you buy a book or digital camera you are purchasing a good. They are real, physical objects that can be touched and owned; they are tangible.

Financial advice, television programs and sporting events provide an intangible service for our use or enjoyment, not for our ownership.

However, most products are combinations of tangible and intangible components. Consequently, when customers purchase products, they buy both the tangible and intangible benefits (attributes)

Question 4

What is total product concept

Answer 4

— a total product concept.
A product is therefore a ‘collection of satisfactions’ which might include packaging, brand name, warranty and after-sales service.

Question 5

What is Branding

Answer 5

A brand is a name, term, symbol, design or any combination of these that identifies a specific product and distinguishes it from its competition.

Question 6

Benefits of branding

Answer 6

identify the specific products that they like. 


evaluate the quality of products, especially when a consumer lacks the expertise to judge a product’s features. 

reduce their level of perceived risk of purchase. A respected and trusted brand will provide reassurance that the consumer is 
making the right choice.


gain a psychological reward that comes from purchasing a brand that symbolises status and prestige. 
Branding helps businesses: 


Question 7

Symbols and logos

Answer 7

Graphic representation that identifies a business 

Does Not have to replicate name 

Some business encourage instant recognition from their symbols 

In some advertisement the brand name doesn’t appear only the 
symbol used to reinforce logo

Question 8

Branding strategies

Answer 8

Manufacturer’s brand – owned by manufacturer e.g. sunbeam appliances, kraft foods, billabong clothing. These brands have high appeal with customers and recognised across the country, offer reliability and constant quality

House brand – owned by retailer or wholesaler e.g. myer sells product from its own label including reserve, urbane and miss shop. These products are often cheaper because the retailer or wholesaler can buy at lower costs.
Generic brand – are products with no name at all. Carrying only the name of the

product and in plain packaging: these generic brand save been available in
markets since the mid 1970s e.g. black and gold (metcash), no frills (metcash
trading ltd), essentials and select (woolworths), coles smart buy (coles) and just organic (aldi)

Question 9

Messina branding

Answer 9

It’s the ‘vibe’

From the wacky illustrated wallpaper, right through to the funky street beats, the creative team at Messina have developed a unique brand ‘vibe’ that keeps customers coming back for more.

This feel good ‘vibe’ however, does not exist by chance, it is part of a greater brand strategy mantra to, “make people happy”. This ‘happiness’ vibe is also expressed through other brand elements such as;
Geometric green and brown patterns that dress the gelato cups and cake boxes

Retro-style logo
Strategically placed Vespa’s (that can be found parked in and around 
specific Messina stores/shopfronts)
Hand written chalkboards that showcase new and exiting flavours on offer

Question 10

Whats packaging

Answer 10

Packaging involves the development of a container and the graphic design for a product.
To assist sales, the packaging of a product is sometimes as important as the product itself. Sometimes the shape of the packaging can become part of the product itself e.g.,
pinched in at the waist coke bottle. Well-designed packaging will give a positive impression of the product.

Question 11

Why is packaging important

Answer 11

In addition, packaging:
o preserves the product
o protects the product from damage or tampering
o attracts consumers’ attention
o divides the product into convenient units
o assists with the display of the product
o makes transportation and storage easier

Question 12

Messina packaging

Answer 12

Styrofoam tubs - reusable containers that reinforce Messina brand with the 70s inspired geometric shapes

Reusable packaging is good for messina’s brand image as since people are using the tubs outside people can see that messina is an eco-friendly bran d

Question 13

Labelling

Answer 13

Labelling is the presentation of information on a product or its package. A label is that part of the package that contains this information e.g., ingredients, package size or country of origin.
In Australia, there are a number of statutes (laws) and government regulations specifying information that must be included in the labelling for certain products.
These regulations are aimed at protecting the consumer from misleading or deceptive claims and the unsafe use of products. They also make it easier for consumers to compare products.

Case study:

Messina does not have a full ingredient list on their ice-creams (covers that fact of sugar) however, in Woolworths their ice-cream shows the ingredients as per the law