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Recap
1© Aptech Training Ltd. FZE
Recap
In the previous lesson you learnt to:
• Use expressions related to meetings
• Explain the stages of setting up and conducting a meeting
• Use a range of reporting verbs appropriately
• Take part in a meeting simulation
For Aptech Centre Use Only

Brand Stretching

At the end of this lesson you will be able to:
• Understand the function of the Marketing Mix
• Understand the function of the Boston Matrix
• Understand the concept of brand stretching
Learning Objectives
Note: Brand images used in this unit are purely used for educational purpose.
We do not intend to promote or demote any brand image.

With your partner discuss:
• What does the marketing mix mean to you?
• What 4 things are important when marketing a product?
Marketing Mix

• Marketing is all about putting the right product, at the right price in the right place
at the right time.
• If you can find a product that people want or need, then put it somewhere they
are likely to see it.
• Put a price on it that equals the value they get from it, and do all this at a time
when they will want to buy.
Marketing Mix

A company needs to consider the marketing mix in order to meet their consumers'
needs effectively. Sometimes known as the 4P’s - Product, Price, Place and Promotion.
Marketing Mix

Reading Skills
Reading
• Reading
• Harrods is located in London selling the most exclusive of brands.

Reading Skills
Exercise
Answer the following
1. What word shows that the writer thinks the expensive watches cost too much?
2. What word would be more neutral?
3. What is a high end magazine?
4. Can you think of any specialist magazines that might advertise expensive
watches?
5. What phrase in para 2 means - two things that are opposite to each other?
6. Does higher turnover always mean more profit?

Reading Skills
Exercise
Answers
1. Exorbitant
2. Expensive
3. Expensive glossy magazines that attract advertising from expensive products
and services.
4. Many examples can be given here.
5. At the other end of the spectrum
6. No

Reading Skills
Exercise
Multiple choice
1. What does a business adjust to create a brand image for a product?
A. The marketing mix
B. Price
C. Product
2. What is the most important element of the marketing mix?
A. Price
B. Profit
C. No single element

Reading Skills
Exercise
Multiple choice
3. Where are premium products most likely to be sold?
A. Designer stores
B. Supermarkets
C. Markets
4. When is a business most likely to adjust the marketing mix of a product?
A. If costs change.
B. If customer needs change
C. If management changes
5. What does the overall marketing mix create?
A. Customer needs
B. Business objectives
C. A unique selling pointFor Aptech Centre Use Only

Answers
1. A. The marketing mix
2. C. No single element
3. A. Designer stores
4. B. If customer needs change
5. C. A unique selling point
Exercise

Speaking Skills
Opinion
With your partner discuss:
• What does the Boston Matrix mean to you?
• What is Market share?
• What is Market growth?

Reading Skills
The Boston Matrix
• Many businesses do not have one product, but rather a broad range of products.
For example, Nestlé and Maggi, which in itself has a variety of products.
• One way of analysing products to help in this decision
making process is the Boston Matrix.
• This categorises the products into one of four
different areas, based on:
– Market share – Does the product being sold
have a high or low percentage of the sales?
– Market growth – Are the numbers of potential
customers in the market growing or not?

Reading Skills
The Boston Matrix
How does the Boston Matrix work?
The four categories can be described as:
1. Stars
2. Cash cows
3. Question marks
4. Dogs
Ideally a business would prefer products in all
categories (apart from Dogs!) to give it a balanced
portfolio of products.

Speaking Skills
Case Study - Maggi in India
“What Xerox is to photocopier and Colgate to toothpaste, Maggi is to noodles in
India”.
- The Economic Times, a prominent newspaper in India, in 2003.
“Maggi has managed to enter Indian homes to change the traditional food habits of
Indian children on their promise of convenience. This brand has understood the
psychology of Indian mothers and positioned itself for mother-child indulgence”.
- Business Week, a prominent business magazine, in 2006
• Look at the quotes above. How do you feel about them?
• What do you know about the Nestlé Company? How about Maggi?

Listening Skills
• Listen to the article while you read.
• Take notes as this will help you to answer the questions based on this
article.
Listening

Reading Skills
Exercise
Work with a partner and create definitions for the words in bold.
Word Definition
deemed to be something
To be key to something
to pick up (phr v)
aimed its advertising squarely at
the tagline
a roaring success
flocked into the market

Reading Skills
Exercise
Work with a partner and create definitions for the words in bold.
Word Definition
started in earnest
in a bid to revive interest
to revive interest
the drawing board
micronutrient deficient
fortified with
enhance people’s lives
beverageFor Aptech Centre Use Only

Reading Skills
Exercise
1. What is the main reason for Maggi’s success?
___________________________________________________
2. What initially did Nestlé get wrong?
___________________________________________________
3. Who were the main audience for the noodles?
___________________________________________________
4. What product extensions did Maggi introduce in the 80’s and 90’s?
___________________________________________________
5. Why do you think West Bengal was targeted for Masala-ae-Magic?
___________________________________________________For Aptech Centre Use Only

Reading Skills
Exercise
1. What is the main reason for Maggi’s success?
___________________________________________________
2. What initially did Nestlé get wrong?
___________________________________________________
3. Who were the main audience for the noodles?
___________________________________________________
4. What product extensions did Maggi introduce in the 80’s and 90’s?
___________________________________________________
5. Why do you think West Bengal was targeted for Masala-ae-Magic?
___________________________________________________
It introduced noodles into the market
It targeted women
Children
Soup, sauces, ketchup and cooking aids
Nutritionally poor area
Answers

Speaking Skills
Exercise
In small groups discuss:
6. How has the image of Nestlé changed over the years?
7. What is your opinion of the Nestlé philosophy?
8. What other companies do you know that have
a strong brand image?

Reading Skills
Exercise
Label each of the following as a Star, a Dog, a Cash Cow or a Question
Mark in the case study of the Maggi Case Study in 14.3.
9. Maggi soups and noodles ____________________________
10. Masala-ae-magic ____________________________
11. New taste formula noodles ____________________________
12. Maggi Vegetable Atta Noodles ____________________________

Reading Skills
Exercise
Answers
9. Maggi soups and noodles ____________________________
10. Masala-ae-magic ____________________________
11. New taste formula noodles ____________________________
12. Maggi Vegetable Atta Noodles ____________________________
cash cow
question mark
dog
star (possibly now a cash cow)

Brand Quiz
• There are three choices for each question.
• Discuss with your partner which you think is
best and then choose one you both agree with.
Brand quiz

SCORING
Number of a’s x 1 point = _____________
Number of b’s x 2 points = _____________
Number of c’s x 3 points = _____________
Sub Total = _____________
If you answered:
6 or more a’s then - 10 _____________
6 or more b’s then - 0 _____________
6 or more c’s then + 10 _____________
Brand IQ = _____________
Brand quiz

Test Your Knowledge
1. Match the words to their description.
Words Description
1 Product a. How customers are informed about products
2 Price
b. The point where products are made available to
customers
3 Place c. The features and appearance of goods and services
4 Promotion d. How much customer pays for a product

Test Your Knowledge
1. Answers
Words Description
1 Product
c. The features and appearance of goods and
services
2 Price d. How much customer pays for a product
3 Place
b. The point where products are made available to
customers
4 Promotion a. How customers are informed about products

Test Your Knowledge
2. Match the four categories with their description.
Words Description
1 Stars a. high market share in low growing market
2 Cash cows b. low market share in a high growing market
3 Question marks c. low market share and low market growth problems
4 Dogs d. high market share in a fast growing industry

Test Your Knowledge
2. Answers
Words Description
1 Stars d. high market share in a fast growing industry
2 Cash cows a. high market share in low growing market
3 Question marks b. low market share in a high growing market
4 Dogs
c. low market share and low market growth
problems

In a Nutshell…
In this lesson you learnt to:
• Understand the function of the Marketing Mix
• Understand the function of the Boston Matrix
• Understand the concept of brand stretching

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