In technical terms, stimulus generalization occurs when a previously unassociated or new stimulus that has similar characteristics to the previously associated stimulus elicits a response that is the same or similar to the previously associated response. In short, similar stimuli trigger similar responses when stimulus generalization is at work. Stimulus generalization can occur in both classical conditioning and operant conditioning. Little Albert’s fear of white furry objects is a great example of how stimulus generalization works in classical conditioning. While the child had originally been conditioned to fear a white rat, his fear also generalized to similar objects. (Cherry, 2019)

There are four strategies applications of stimulus generalization which is product line extension, product form extension, family branding, and licensing. Marketers usually use these strategy to promote their product. In this blog will discuss further about few strategy that applied by marketers.

Product form extensions

Product launched in a different form usually means line extension rather than brand extension. But if different product form constitutes entirely a different product category from customer behavior perspective, it would be called brand extension. For e.g. liquid milk and dried milk may not be perceived as the product category. Similarly chocolate bars and chocolate powder belong to different product categories.

For instance, Sunsilk a hair care brand which focuses on the women of the society is the product of unilever group. Sunsilk is now known as the world’s leading company in hair care conditioning and as the second largest in case of shampoo. which can categorized as four type of product which is the hair shampoo, conditioner, leave-on cream and treatment mask. (sunsilk, 2019)

Product line extensions

A product line extension strategy is an approach to developing new products for your existing customers or for prospects who do not currently buy from you. Extending a product line involves adding new features to existing products, rather than developing completely new products. This can reduce the cost of product development as well as increase opportunities to grow your revenue. To identify opportunities for product line extension, analyze your existing products and compare them with competitive offerings. (Extension.iastate.edu, 2019) For instance, A company introduces a brand line extension by using an established product’s brand name to launch a new, slightly different item in the same product category. For example, Diet Coke™ is a line extension of the parent brand Coke™. While the products have distinct differences, they are in the same product category and the extension (Diet Coke™) is very dependent initially on customer recognition of the brand name Coke™.

Family branding

The family branding also known as Umbrella branding. Which concept of umbrella branding represents a marketing practice which involves selling many related products under a single brand name. Therefore, it involves creating huge brand equity for a single brand. In practice, implementing umbrella branding can be challenging marketing for the marketer because he needs to effectively coordinate among all individual brands. But in reality, it can be an amazing advantage as well. this strategy is to enhance marketability of products and it follows the psychological concept that any product that carriers the same brand name is produced using the same high standards of quality. So a brand may have 10 product lines, but the trust on that brand, leverages the attributes of all the 10 product lines. (MBA Skool-Study.Learn.Share., 2019)

For instance, Nestlé is a Swiss multinational food and drink company headquartered in Vevey, Vaud, Switzerland. It is the largest food company in the world, measured by revenues and other metrics, since 2014. It own over 2000 brands. (Nestle.com, 2019)

Beside that do you know Maggi which also a brand under Nestle?

References

sunsilk. (2019). Home. [online] Available at: https://www.sunsilk.com.my/home.html [Accessed 25 May 2019].

Yourbusiness.azcentral.com. (2019). Product Line Extension Strategy. [online] Available at: https://yourbusiness.azcentral.com/product-line-extension-strategy-28398.html [Accessed 25 May 2019].

Extension.iastate.edu. (2019). Building Your Brand with Brand Line Extensions | Ag Decision Maker. [online] Available at: https://www.extension.iastate.edu/AGDm/wholefarm/html/c5-52.html [Accessed 25 May 2019].

Cherry, K. (2019). How Stimulus Generalization Influences Learning. [online] Verywell Mind. Available at: https://www.verywellmind.com/what-is-stimulus-generalization-2795885 [Accessed 25 May 2019].

Nestle.com. (2019). [online] Available at: https://www.nestle.com/brands [Accessed 25 May 2019].

MBA Skool-Study.Learn.Share. (2019). Family Brand Definition | Marketing Dictionary | MBA Skool-Study.Learn.Share.. [online] Available at: https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/8407-family-brand.html [Accessed 26 May 2019].

PADINI started to operate its company in Malaysia’s apparel industry, manufacturing, trading and supplying garments to order for retailers and distributors. The PADINI Concept Store is a concept store that selling all PADINI Holdings brands in one store or “one stop shopping”.  (Corporate.padini.com, 2019) The main products that sold by PADINI are formal, fashion wear and accessories. There are contain eight unique brands under PADINI, which are PADINI ,PADINI Authentic, PDI, P & CO, Seed, Miki, Vincci, and Vincci Accessories. PDI using two marketing concept which is marketing concept and the market segmentation, targeting, and positioning.

The marketing concept can be seen as a guide to ensure the satisfaction of customer needs and wants. Which is refers to organizations able to assess the needs of their consumers. After they established consumer s’ needs company or producers only able to make decisions in order to satisfy their consumer needs. The marketing concept is also the key in achieving organizational goals. Based on the concept organizations should try as much as possible to strive to be profitable by serving the needs of customers. Organizations are required to create satisfaction for its’ consumer need while at the same time achieving organizations’ goals. By meeting the consumers’ needs, organizations also achieving profitable business. So, As the report presented, the Padini concept store have increased approximately 16 million ringgits between 2017 and 2018. (Disclosure.bursamalaysia.com, 2019) As the trend of fashion clothing always changing, Padini concept store retailers such as Padini, Seed, Voir and Romp have well developed on their fashion market like frequently changing and transforming their fashions style to compete with foreign popular brands. Through this marketing concept, Padini achieving profitable business while satisfied consumers’ needs.

Market segmentation is the process of dividing a market of potential customers into groups, or segments, based on different characteristics. The segments created are composed of consumers who will respond similarly to marketing strategies and who share traits such as similar interests, needs, or locations. PADINI has done well segmenting in terms of demographic, geographic and psychographic.

Demographic segmentation includes of dividing the market into groups based on variables likes age, gender family size, income, occupation, education, religion, race and nationality. PADINI has segmented demographic by focusing on the factor like age, gender, income and occupation as the important factor to do the continuous targeting. PADINI has set up 8 brands, which has covered age from baby up to old ages, gender with male and female, income which in the range of RM1000-RM2000, RM2001-RM5000 and RM5001above. (UKEssays.com, 2019)

Furthermore, market segmentation strategy whereby the intended audience for a given product is divided according to geography hic units, such as nations, states, regions, counties, cities, or neighborhoods. PADINI has chosen to focus on states as their geographic segmentation, for instances, Penang, Johor and Kuala Lumpur. which People who live next to each other are more likely to share common characteristics than two people chosen at random. On the other hands, Locations can be categorized by the characteristics and demographics of their residents. If they have a similar demographic makeup, multiple locations can fall into the same category even if they are separated by great distances. (UKEssays.com, 2019)

Lastly, PADINI has also used Psychographic by dividing the industry into different groups based on social class and lifestyle to do perfect segmentation.

So, Padini is a good choice for you and me ! Go grab yourself as soon as possible or else you will regret.

References

Disclosure.bursamalaysia.com. (2019). [online] Available at: http://disclosure.bursamalaysia.com/FileAccess/viewHtml?e=2932035 [Accessed 26 May 2019].

Corporate.padini.com. (2019). WHO WE ARE – Padini. [online] Available at: https://corporate.padini.com/about-us/who-we-are/ [Accessed 26 May 2019].

UKEssays.com. (2019). Background analysis of PADINI. [online] Available at: https://www.ukessays.com/essays/marketing/background-analysis-of-padini-marketing-essay.php [Accessed 26 May 2019].

I am going to share a good experience about after-sales service that I had encounter. This excellent service is actually from an electronics store called Senheng. It has few branches which are located at Penang. I feel so lucky to acquire this excellent after-sales service provided by Senheng and I would like to share this experience to you all.

After graduating from high school, I had been starting to survey information about laptop. As I don’t have laptop for my college and I would like to acquire one in order to prepare for my upcoming college life back then during 2017. Coincidently, I come across Senheng where they have the kind of laptop that I am looking for, so this is where I make my decision to purchase from them. One-year warranty also had been provided to me for my laptop just in case if there are any issues and free charges where given on settling the problem.

Unfortunately, after few months of using the laptop, my laptop finally got attacked by virus or maybe it wad just ‘sick’ as I was pushing beyond the limit my laptop can operate. So this is where I made a phone call to the Senheng seeking for help since it still has one year warranty. After calling them, they assisted me by contacting with the ASUS service centre and also navigated me the way to ASUS service centre. After that, I brought my laptop and hand it to the technician there with the reference number which was provided by Senheng.

After few days, my laptop had finally ‘recovered’. At first, they were willing take the laptop to the ASUS service centre. However, I rejected their offer since it is easier and faster for me if I send it by myself.  Even though I had rejected their offer, but I would like to rate 5 stars for their service as they were eager to assist me with my problem. In the nut shell, I will make a trip back to Senheng when I need to make purchase on any electronic gadgets since I am so satisfied with their service.

Thanks for joining me!

Good company in a journey makes the way seem shorter. — Izaak Walton