Product and Brand

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Product and Brand - Presentation Transcript

  1. Managing Product Lines, Brands, and Packaging
  2. Objectives
    • Product Characteristics
    • Building & Managing the Product Mix & Product Lines
    • Brand Decisions
    • Packaging & Labeling
  3. Components of the Market Offering Attractiveness of the market offering Value-based prices Services mix and quality Product features and quality
  4. Five Product Levels Core benefit Potential product Augmented product Expected product Basic product
  5. Consumer-Goods Classification
    • Buy less frequently
    • Gather product information
    • Fewer purchase locations
    • Compare for:
      • Suitability & Quality
      • Price & Style
    • Special purchase efforts
    • Unique characteristics
    • Brand identification
    • Few purchase locations
    • New innovations
    • Products consumers don’t want to think about.
    • Require much advertising &
    • personal selling
    • Buy frequently & immediately
    • Low priced
    • Many purchase locations
    • Includes:
      • Staple goods
      • Impulse goods
      • Emergency goods
    Specialty Products Unsought Products Shopping Products Convenience Products
  6. Product Mix Width - number of different product lines Length - total number of items within the lines Depth - number of versions of each product Product Mix - all the product lines offered Consistency
  7. Product-Line Length
    • Line Stretching
      • Downmarket
      • Upmarket
      • Two-way
    • Line Filling
    • Line Modernization
    • Line Featuring & Line Pruning
  8. Two-Way Product-Line Stretch: Marriott Hotels Quality Economy Superior Standard Good Price High Above average Average Low Fairfield Inn (Vacationers) Courtyard (Salespeople) Marriott (Middle managers) Marriott Marquis (Top executives)
  9. What is a Brand? Attributes Benefits Values Culture User Personality
  10. Brand Equity No Brand Loyalty (customer will change) Satisfied Customer (no reason to change) Satisfied & Switching Cost Values the Brand (brand as friend) Devoted to Brand
  11. An Overview of Branding Decisions Branding Decision
    • Brand
    • No brand
    Brand- Sponsor Decision
    • Manu-
    • facturer
    • brand
    • Distribu-
      • tor
    • (private)
    • brand
    • Licensed
    • brand
    Brand- Name Decision
    • Individual
    • brand
    • names
    • Blanket
    • family
    • name
    • Separate
    • family
    • names
    • Company-
    • individual
    • names
    Brand- Repositioning Decision
    • Reposi-
    • tioning
    • No
    • reposi-
    • tioning
    Brand- Strategy Decision
    • Line
    • extension
    • Brand
    • extension
    • Multi-
    • brands
    • New
    • brands
    • Cobrands
  12. Brand Strategies New Brands Brand Extension New Brand Name Product Category Line Extension Existing Existing Multibrands New
  13. Good Brand Names: Suggest Product Benefits Distinctive Lack Poor Foreign Language Meanings Suggest Product Qualities Easy to: Pronounce Recognize Remember
  14. Why Package Crucial as a Marketing Tool
    • Self-service
    • Consumer affluence
    • Company & brand image
    • Opportunity for innovation
  15. Labels Identify Describe Promote
  16. Review
    • Product Characteristics
    • Building & Managing the Product Mix & Product Lines
    • Brand Decisions
    • Packaging & Labeling

+ mcurpheymcurphey, 3 years ago

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