A report in Product, services and branding strategies

3. • Product
• Price
• Place
• Promotion

4. • Refers to the goods and services offered by
the organization.
• Consumers purchased products because it
satisfies one or more of their needs.
• When consumers are paying, they are not
paying for the tangible products, but for the
benefit it will provide.
• Thus, product can be described as a bundle
of benefits which marketers offered to the
consumer for price.

5. It is anything that can be offered to a
mark for attention, acquisition, use, or
consumptions and that might satisfy a
want or need.

6. Ipod Shuffle Iphone & Ipad

12. Form of product that consist of activities,
benefits, or satisfaction offered for sale that
are essentially intangible and do not result
in ownership of anything.

13. Hotel Service Dermatologist
Foot Spa
Banking Service

14. • Pure tangible goods – Physical items
that can be touched and seen.

15. • Tangible goods with accompanying
services - It consists of a tangible good accompanied
by one or more services. These types of offering are more
dependent on quality and available services such as
delivery time, after-sale services, warrantees and
guarantees, etc.
Refrigerator
Car Aircon

16. • Hybrid offers – consist of equal parts of
goods and services.

17. • Services with accompanying minor
goods – It consists of major service along with
additional services or supportive goods.

18. • Pure Services- represent the highest
level of customer contact.

19. • Total Customer Experience-
“Experiences are memorable while some
products and services are not.”

20. – problem-solving service,
or core benefit that consumers are really
buying when they obtain a product or
service.

21. a. Quality Level
b. Features
c. Design
d. Brand Name
e. Packaging

22. – includes any
additional consumer services and benefits
built around for the core and actual products.

23. When developing products, marketers must:
1. Identify the core consumer needs that the
product will satisfy.
2. Design the actual product.
3. Find ways to augment the product.

24. • Consumer Products
• Industrial Products
• Marketable Entities

25.  bought by final consumers for personal
consumption.
• Convenience Products
• Shopping Products
• Specialty Products
• Unsought Products

26. Consumer products and services that the
consumer usually buys frequently,
immediately, and with a minimum of
comparison and buying effort. They are
usually low priced, and marketers place
them in many outlets to make them readily
available when customers need them.

28. Consumer products that the consumer,
in the process of selection and
purchase, characteristically compares
on such bases as suitability, quality,
price, and style. These products are
usually distributed through fewer
outlets but have deeper sales support.

30. Unique characteristics or brand
identification. Buyers do not normally
compare specialty products; instead,
they only invest the time to reach the
outlet that carries the goods.

32. Consumer either does not know about or
knows about but does not normally think of
buying. These products require a lot of
promotional support to be successful.

34.  Bought by individuals and organization for
further processing or for use of conducting
a business. Purpose of purchase is the chief
distinction between industrial products and
consumer products.
• Material and parts
• Capital items
• Supplies and services

35. • Most are sold directly to the industrial users

36. • These products aid in the buyer’s
production or operations, including
installations and accessory equipment.

37. • These could be operational or repair
and maintenance. Many of these
services are supplied under contract.

38.  Are entities other than products and
services that marketing covers.
• Organization marketing
• Person Marketing
• Place Marketing
• Idea Marketing

39. • Activities undertaken to create, maintain,
or change attitudes and behavior of target
audiences towards an organization.
• A major tool to market organization is
corporate image advertising.

40. • Activities undertaken to create,
maintain or change attitudes or
behavior toward particular person.

41. • Activities undertaken to create, maintain, or
change attitudes towards a particular place.
 Business Site Marketing
Tourism Marketing

42. • It is the marketing of social ideas.
• It includes the design, implementation, and
control of programs seeking to increase the
acceptability of social idea, cause, or
practice within targeted groups.

43. Product
Attributes
Branding Packaging Labeling
Product
Support
Services

44. Developing a product or service
involves defining the benefits that it
will offer.
1. Product Quality
2. Product Features
3. Product Style and Design

45.  Ability of the product to perform its
functions. It has two dimensions: level and
consistency.
• Quality level
• Performance Quality
• Product Consistency or Conformance
• Return on Quality
• Improve customer satisfaction and value

46. It helps to differentiate the product
from those of the competition.

47. Another way to add distinctiveness. It
is the process of designing a product’s
style and function.
a. Style – appearance of a product.
b. Design – heart of the product. It
contributes to the product’s usefulness
as well as its looks.

50. • Brand – is a name, sign, symbol, or design
that identifies the maker or seller of the
product or service.

52. Buyer
• It helps buyers to identify the
product that might benefit them.
• It tells the buyer something about
quality and value.

53. Seller
• Make it easier for the sellers to process
order and track down problems.
• It provide legal protection for unique
product features.
• It promotes loyalty and helps in
segmenting markets.

54. • Higher brand loyalty
• Name awareness
• Perceived quality
• Strong brand associations
• Patents, trademarks, channel
relationships

55. Powerful brand names command
strong consumer preference.
It is a very valuable asset.

56. 1. High consumer awareness and loyalty
2. Greater ease in launching brand extensions
because of high brand credibility
3. A good defense against fierce price
competition
4. Belief in being the company’s most enduring
asset

57. Brand
Name
Selection
Brand
Sponsor
Brand
Strategy

58. It should suggest something about the
product’s benefits and qualities.
It should be easy to pronounce, recognize,
and remember.
It should be distinctive.

59. It should be extendible.
It should translate easily into foreign
languages.
It should be capable of registration and
legal protection.

60. • Manufacturer's Brand or National
Brand- brand created and owned by
the producer of a product or service.
• Private Brand or distributor or store
brand- brand created and owned by a
reseller of a product or service.

61. • Licensed Brand- company sells it output
under another brand name.
• Co-branding- occurs when two companies
go together and manufacture one product.
It is the practice of using the established
brand names of two different companies on
the same product.

62. Advantages
• Create broader customer appeal and
greater brand equity.
• Allow a company to expand its existing
brand into a category it might
otherwise have difficulty entering
alone.

63. Disadvantages
• Complex legal contracts and licenses
are involve.
• Coordination efforts are often difficult.
• Trust is essential between partners.

64. • The Battle of the Brands – the competition
between manufacturer's and private
brand. It causes resellers to have
advantages, they charge manufacturer's
slotting fees.
• Slotting fees- payments demanded by
retailers from producer before they will
accept new products and find slots for
them on the shelves.

65. 1. Introduce Line-extensions – Existing
brand names are extended to new forms,
sizes, and flavors of an existing product
category.
a. Meet consumer desires for variety
b. Meet excess manufacturing capacity
c. Simply command more shelf space

66. 2. Introduce Brand Extension – Existing
brand names are extended to new or
modified product categories.
a. They help a company enter new
product categories more easily.
b. They aid in new product recognition.
c. They save on advertising cost.

67. 3. Introduce Multi-brands – new brand names
are introduce in the same product categories.
a. They gave more shelf space.
b. They offer several brands to capture “brand
switchers”.
c. It helps to develop healthy competition
within the organization.
d. Each brand can have a separate following.

68. 4. Introduce New Brands - new brand names in
new categories are introduced.
a. They help move away from a brand that
is failing.
b. They can get new brands in new
categories by corporate acquisitions.
c. Weaker brand weeded out and resources
are focused achieving number one or two
market share position.

70. Is the activity of designing and
producing the container or wrapper for
a product.
Traditionally, packaging decisions are
based on cost and production factors.
Now, it has promotional value.

74. a. Establish packaging concept
b. Decide on specific elements of the
package
c. Tie together elements to support the
positioning and marketing strategy.

75.  Part of Packaging and consists of printed
information appearing on or with the
package.
Functions
1. It identifies the product or brand.
2. It describes several things about the product.
3. It promote the product through attractive
graphics.

77. • There are numerous laws enacted to
regulate labeling and protect the
public.
• The aspects of nit pricing, open dating
and nutritional labeling have effects on
labeling practices.

79. Services that augment actual products.
• Good customer service is good for
business.
• Monitor customer complaints.
• Work at designing products that need-
less service.

81. • Determine the best way to deliver
product support services.
• Set up strong customer service
departments.
• One of the keys to successful internet
marketing is to have excellent support
services.

83. 1. Survey customers
2. Assess cost of providing desired
services.
3. Develop a package of services to
delight customers and yield profit to
the company.

85. Areas of Concern
• Acquiring or dropping products
• Patents protection
• Product quality and safety
• Product warranties

86. • A group of products that are closely related
because they function in similar manner.
• They are sold to the same group.
• Marketed through the same type of outlet.
• Fall within given price ranges.
• Tend to lengthen over time.

87. Product line length- number of items in
the product line. As new products are
added to the line, costs begin to rise.
Product line stretching- increasing the
product line by lengthening it beyond its
current range.

88. a. Downward Stretch- Occurs when the company
moves from the high end of the market to lower
end.
1. Faster growth is occurring at the lower end.
2. The quality image established at the upper
end can be moved downward.
3. They need a low product to fill a hole.
4. A retaliation against attack on their upper
end product.

89. b. Upward Stretch- This is done when companies
at the lower end of the market want to enter the
higher end.
1. They are attracted by faster growth rates
or higher margins at the upper end.
2. They may want to position themselves
as a full-line company.

90. c. Two-way Stretch- Occurs when
companies in the middle range of the
market may decide to stretch their lines in
both direction.

91.  Increasing the product line by adding more items
within the present range of the line.
Reasons:
a. Extra profit
b. Attempting to satisfy dealers
c. Trying to use excess capacity
d. Trying to be the leading full-line company
e. Trying to plug holes to keep out competition.

92. An organization with several product lines
has a product mix.
• Width – number of different product lines
the company carries.
• Length – total number of items the company
carries within its product lines.
• Depth – the number of versions offered of
each product line.
• Consistency of the Product Mix – how
closely related the various product lines.

93. 1. It can add new product lines thus widening
its product mix.
2. The company can lengthen its existing
product lines to become a more full-line
company.

94. 3. It can add more versions of each product
and thus deepen its product mix.
4. The company can pursue more product
line consistency, or less depending whether
it wants a strong reputation in a single or
in several fields.

95. Because of the demand generated by the
time-pressed consumer, service industry
immensely grow.

97. • Service Intangibility - Services cannot be
seen, tasted, felt, heard, or smelled before
they are bought.
• Service Inseparability - Services are
produced and consumed at the same time
and cannot be separated from their
providers.
Provider-customer – interaction is a
special feature of services marketing.

98. • Service Variability- quality may vary
greatly depending on who provides
them and when, where and how.
• Service Perishability- Service cannot
be stored for later sale or use.

100. Interaction must be controlled and
constantly improved.
Service-profit Chain- Chain that links
service firm profits with employees and
customer satisfaction.

101. 1. Internal service quality
2. Satisfied and productive service employees
3. Greater service value
4. Satisfied and loyal customers
5. Healthy service profits and growth

102. Internal service quality

104. Satisfied and productive
service employees

106. Greater service value

110. Company
Internal
Marketing
External
Marketing
Employees
Internal
Marketing Customers

111.  Train and effectively motivate its customer-
contact employees and all the supporting
service people to work as a team to provide
customer satisfaction.
a. Everyone in the organization must practice
customer orientation.
b. Internal marketing must precede external
marketing.

113.  Recognizes that perceived service
quality depends heavily on the quality
of buyer- seller interaction.
 The marketer cannot assume that
they will satisfy the customer simply
by providing good technical service.

115. • Competitive Differentiation – Occur by
differentiating the offer, the delivery and
their images.
• Service Productivity- Increase productivity
by training employees better. Work on
quality and quantity of service. Utilize
technology.
• Service Quality- Delivering higher quality
than the competition.

117.  Empower front-line employees
 Customer obsessed
 Set high quality standards
 Watch service performance
closely.