Product and brand management ppt sir

4,881 views
4,618 views

Published on

hhkj

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
4,881
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
373
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Product and brand management ppt sir

  1. 1. BY, INDERRAJ SINGH KOHLI ROLL NO .. 18
  2. 2. <ul><li>A product is any offering by a company to a market that serves to satisfy customer needs and wants. </li></ul><ul><li>It can be an object, service, idea,etc. </li></ul>
  3. 3. <ul><li>Most new product development is an improvement on existing products </li></ul><ul><li>Less than 10% of new products are totally new concepts. </li></ul>
  4. 4. <ul><li>The success rate of new products is very low – less than 5%. ‘You have to kiss a lot of frogs to find a prince.” </li></ul><ul><li>Product obsolescence is rapid with improvements in technology </li></ul><ul><li>Shorter PLCs </li></ul>
  5. 5. <ul><li>Idea generation </li></ul><ul><li>Idea screening </li></ul><ul><li>Concept development and testing </li></ul><ul><li>Concept testing </li></ul><ul><li>Conjoint analysis – to find out the best valued attributes by consumers </li></ul>
  6. 6. <ul><li>Test markets </li></ul><ul><li>Test periods </li></ul><ul><li>What information to gather? </li></ul><ul><li>What action to take? </li></ul>
  7. 7. <ul><li>Need </li></ul><ul><li>Product family </li></ul><ul><li>Product class </li></ul><ul><li>Product Line </li></ul><ul><li>Product type </li></ul><ul><li>Brand </li></ul><ul><li>Item </li></ul>
  8. 8. <ul><li>The assortment of products that a company offers to a market </li></ul><ul><li>Width – how many different product lines? </li></ul><ul><li>Length – the number of items in the product mix </li></ul><ul><li>Depth – The no. of variants offered in a product line </li></ul><ul><li>Consistency – how closely the product lines are related in usage </li></ul>
  9. 9. <ul><li>Product rationalization </li></ul><ul><li>Market rationalization </li></ul><ul><li>Product line length </li></ul><ul><li>too long – when profits increase by dropping a product in the line </li></ul><ul><li>too short – when profits increase by adding products to the product line </li></ul><ul><li>Line pruning – capacity restrictions to decide </li></ul>
  10. 10. <ul><li>A name becomes a brand when consumers associate it with a set of tangible and intangible benefits that they obtain from the product or service </li></ul><ul><li>It is the seller’s promise to deliver the same bundle of benefits/services consistently to buyers </li></ul>
  11. 11. <ul><li>What is brand? </li></ul><ul><li>Name,sign, symbol,intended to identify goods & services of one seller from another </li></ul><ul><li>Branding is decommodification of product </li></ul>Brand identity Perspectives of Marketer Brand image Perspectives of Consumer
  12. 12. <ul><li>When a commodity becomes a brand, it is said to have equity. </li></ul><ul><li>The premium a brand can command in the market </li></ul><ul><li>The difference between the perceived value and the intrinsic value </li></ul>
  13. 13. <ul><li>Attributes </li></ul><ul><li>Benefits </li></ul><ul><li>Values </li></ul><ul><li>Culture </li></ul><ul><li>Personality </li></ul><ul><li>Users </li></ul>
  14. 14. <ul><li>Customer will change brands for price reasons </li></ul><ul><li>Customer is satisfied. No reason to change. </li></ul><ul><li>Customer is satisfied and would take pains to get the brand </li></ul><ul><li>Customer values the brand and sees it as a friend </li></ul><ul><li>Customer is devoted to the brand </li></ul>
  15. 15. <ul><li>Reduced marketing costs </li></ul><ul><li>Trade leverage </li></ul><ul><li>Can charge a higher price </li></ul><ul><li>Can easily launch brand extensions </li></ul><ul><li>Can take some price competition </li></ul>
  16. 16. <ul><li>Brand Equity needs to be nourished and replenished. We must not flog the brand for equity to be diluted or dissipated </li></ul><ul><li>Store brands </li></ul>
  17. 17. <ul><li>Easy for the seller to track down problems and process orders </li></ul><ul><li>Provide legal protection of unique product features </li></ul><ul><li>Branding gives an opportunity to attract loyal and profitable set of customers </li></ul><ul><li>It helps to give a product category at different segments, having separate bundle of benefits </li></ul><ul><li>It helps build corporate image </li></ul><ul><li>It minimises harm to company reputation if the brand fails </li></ul>
  18. 18. <ul><li>Products from different categories under one brand </li></ul><ul><li>Dangerous to the brand if the principal brand fails </li></ul><ul><li>Sometimes the company name is prefixed to the brand. In such cases the company name gives it legitimacy. The product name individualises it. </li></ul>
  19. 19. <ul><li>Product benefits </li></ul><ul><li>Product qualities </li></ul><ul><li>Easy to pronounce </li></ul><ul><li>Should be distinctive </li></ul><ul><li>Should not have poor meanings in other languages and countries </li></ul>
  20. 20. <ul><li>This may be required after a few years to face new competition and changing customer preferences </li></ul>
  21. 21. <ul><li>Includes the activities of designing and producing the container for a product </li></ul><ul><li>Packaging is done at three levels </li></ul><ul><li>- primary </li></ul><ul><li>- secondary </li></ul><ul><li>- shipping </li></ul>
  22. 22. BY, INDERRAJ SINGH KOHLI ROLL NO ..18

×