The six important concepts discussed were-
1) Master Brand- The brand which replaces the category name.
The connotation of the category is replaced bu the Brand name. e.g, Adhesive=Fevicol.
2) Product Mix- This is the dimensions of the product i.e Product width and Product depth.
3) Cannibalization- It involves eating up your own market share.
4) Product pruning- This is to shave-off non-profitable product line to profitable product line.
5) Relative market share- Trial rate* repetitive purchase rate(RPR)
Trial rate is also called as Bucket 1 and RPR as Bucket 2
Some important nos.- HUL has 85 brands in India.
1) Master Brand- The brand which replaces the category name.
The connotation of the category is replaced bu the Brand name. e.g, Adhesive=Fevicol.
2) Product Mix- This is the dimensions of the product i.e Product width and Product depth.
3) Cannibalization- It involves eating up your own market share.
4) Product pruning- This is to shave-off non-profitable product line to profitable product line.
5) Relative market share- Trial rate* repetitive purchase rate(RPR)
Trial rate is also called as Bucket 1 and RPR as Bucket 2
Some important nos.- HUL has 85 brands in India.
