2. Table of
content
• POP / POD
• Brand Positioning
• Brand Extension
• Psychographic Segmentation
• Value Proposition
• Ingredient Branding
• Co-Branding
• Multi-channel marketing
• Digital Marketing Promotion
• Direct to Customer Channel
3. Concept Table
Concepts Definition Illustration Remarks
Product System A product system is a group of
diverse but related items that
function in a compatible
manner.
For example, the extensive
iPod product system
includes headphones and
headsets, cables and
docks, armbands, cases,
power, and car accessories,
and speakers.
Product
Differentiation based
on form
Product differentiation in
marketing management
Product differentiation is
fundamentally a marketing
strategy to encourage the
consumer to choose one brand
or product over another in a
crowded field of competitors.
Lamborgini car-
Land rover SUV cars-
The car's Iconic design is
distinct from many other
brands in the same
industry. Lamborgini car-
For its sleek size for high-
speed cars.
Land Rover SUV cars- For
comfort & Road presence.
4. Concept Table
Concepts Definition Illustration Remarks
Brand Positioning Brand positioning defines a
brand's unique value and
identity in the market,
distinguishing it from
competitors in consumers'
minds.
Coca cola – Open
Happiness
For example, Coca-Cola
positions itself as a
happiness-driven beverage,
emphasizing joy and
togetherness to create
emotional connections
during celebrations.
Brand Extension A brand extension is a marketing
strategy used by brands to offer
new products and expand their
reach. Usually, brand extensions
introduce products that relate to
the original product or brand
personality of the parent brand
Dove - From Beauty Bars to
Skincare and Haircare
Remember when Dove was
just that trusty beauty bar
sitting on your grandma’s
sink?
Empowering ads that
resonate with audiences
have established a gold
standard in the personal
care industry by upholding
core values.
5. Concept Table
Concepts Definition Illustration Remarks
Psychographic
segmentation
Psychographic segmentation is a
way of segmenting the market
based on the psychological
characteristics of customers
linked to personality, social
status, interests, activities, and
lifestyles that influence their
consumption habits
NIKE - The Air Max page
displays stylish photos.
Along with links to style
the Air Max shoe.
Get a glimpse into Nike’s
potential psychographic
segments by clicking their
products.
In contrast, their
outerwear products page
focuses on functionality,
featuring imagery of
people hiking and walking,
with less emphasis on style
Value proposition Value proposition in marketing
are short, to-the-point
explanations that convey value.
Often, they become
synonymous with a particular
brand.
Wix - Create a website
without limits
It’s clear and to the point.
Wix does a great job of
saying exactly how they
can help you solve your
website problem in one
place
6. Concept Table
Concepts Definition Illustration Remarks
Ingredient Branding Ingredient branding is a
marketing strategy where a
component or ingredient of a
product or service is pulled into
the spotlight and given its own
identity.
Oreo – Oreo pieces in
chocolate bars, this was a
form of “ingredient
branding”.
The result is better brand
reach for Oreo, as well as a
boosted market presence
thanks to Cadbury’s existing
impact on the industry. At
the same time, Cadbury
gets to expand its portfolio
and reach new customers in
search of different flavors.
Co-Branding Co-branding is a marketing
strategy where two or more well-
known brands join forces to
create a combined product or
service, sharing financial and
creative resources to promote
each other.
Louis Vuitton & BMW -
Crafted a Perfect Strategic
Alliance
The BMW i8 and Louis
Vuitton partnership
showcased how two distinct
brands can create a unique,
memorable product, setting
an example for luxury
collaborations to innovate
and stand out in the
market.
7. Concept Table
Concepts Definition Illustration Remarks
Multi-channel
marketing
Multi-channel marketing is the
process of marketing to
customers through multiple
channels. The goal is to reach
customers where they are most
active and engaged. This allows
businesses to create a more
holistic and complete customer
experience.
Spotify – Wrapped
Campaign.
Spotify's Wrapped
campaign provides
personalized listening
summaries, enhancing user
engagement and brand
loyalty through email, in-
app notifications, and social
media sharing.
Digital Marketing
Promotion
A digital marketing campaign is a
strategic effort to promote a
company’s products or services
to an online audience using one
or more marketing channels. A
digital marketing campaign aims
to raise brand awareness, boost
engagement, and increase sales.
National Geographic –
Instagram Success
National Geographic’s
Instagram success
demonstrates the power of
visual storytelling and the
ability to connect with a
global audience by tapping
into their curiosity and love
for exploration.
8. Concept Table
Concepts Definition Illustration Remarks
Direct to Customer
Channel
A direct-to-customer channel is a
distribution approach where
products or services move
directly from the producer to the
consumer without intermediaries
L’OREAL Paris This makeup and skincare
giant is taking back control
of customer interactions
from retailers (and building
revenue at the same time)
by beefing up its direct e-
commerce channels. The
company's tech incubator
has created innovations like
Perso, a smart device that
lets customers customize
their own foundations,
lipsticks, and skincare
formulas at home.
