product, services & branding strategies

1. M.Com-MBA
Slide No. 5 by: Asad Ali
Email: ASADL1864@GMAIL.COM
Mob: 0092 302 7744927
CP COLLEGE OF COMMERCE

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• Anything that can be offered to a market for
attention, acquisition, use, or consumption
and that might satisfy a want or need.
• Includes: physical objects, services, events,
persons, places, organizations, ideas, or some
combination thereof.

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• A form of product that consists of activities,
benefits, or satisfactions offered for sale that
are essentially intangible and do not result in
the ownership of anything.
• Examples: banking, hotel, airline, retail, tax
preparation, consulting, home repairs.

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Augmented Product
Delivery After-
and sale
credit service
Installation Warranty
Core
Benefit
Actual Product
Brand Features
Name
Quality Design
level
Packaging

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• Products and services bought by final
consumers for personal consumption.
• Classified based on how consumers buy them.
• Includes:
• Convenience Products
• Shopping Products
• Specialty Products
• Unsought Products

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• Purchased frequently & immediately
• Low priced
• Mass advertising
• Many purchase locations
• Examples: candy, soda, newspapers

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• Bought less frequently
• Higher price
• Fewer purchase locations
• Comparison shop
• Examples: furniture, clothing, cars, appliances

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• Special purchase efforts
• High price
• Unique characteristics
• Brand identification
• Few purchase locations
• Examples: Lamborghini, Rolex Watch

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• New innovations
• Products that consumers do not want to think
about
• Require much advertising and personal selling
• Examples: life insurance, cemetery plots,
blood donation

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• Those purchased for further processing or for
use in conducting business.
If a consumer buys a lawnmower for use at home, it is a consumer product.
If the same consumer buys a lawn mower for use at his landscaping
business, it is an industrial product.

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• Materials and Parts:
• Raw materials, manufactured materials and
parts
• Capital Items:
• Products that aid in buyer’s production or
operations
• Supplies and Services:
• Operating supplies, repair, and maintenance
items

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• Organizations: Profit (businesses) and nonprofit (schools and
Mosques).
• Designed to create or change attitudes
• Persons: Politicians, entertainers, sports figures, doctors, and
lawyers.
• When you start your career, you will be marketing yourself!
• Places: create, maintain, or change attitudes or behavior toward
particular places (e.g., tourism).
• I Love New York
• Virginia is for Tourists
• It’s like a Whole Other Country - Texas
• Ideas (social marketing): Public health campaigns, environmental
campaigns, family planning, or human rights.
• Truth Campaign – anti smoking
• Anti drug

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Branding PackagingProduct
attributes
Labeling Product
support
services

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• Quality
• includes durability, reliability, precision, ease of operation
and repair
• Total Quality Management (TQM) is an approach in which all
of the company’s people are involved in constantly
improving the quality of products, services, and business
processes. This is an entire field (quality assurance).
• Features
• Can be offered with all sorts of features; different models.
• Style & Design
• Style is just the appearance of the product
• Design goes to the heart of the product
Example: iPod comes in different storage capacities (features). The style is
small, sleek. The design is stylish, portable, unique, fashionable.

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• Product Line Length
• # of items in the product line
• Too short if we can increase profit by adding items
• Too long if we can increase profit by removing
items
• Stretching
• Downward – add a low end product
• Upward – add a high end product
• Both directions –
• Filling – add items in between high and low
A product line is a group of products that are closely related. They might function
in a similar manner, or might be sold to the same groups, or might fall in the same
price ranges.

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• Creating, maintaining, protecting, and enhancing
products and services.
• A brand is a name, term, sign, symbol, or design, or
a combination of these, that identifies the maker or
seller of a product or service.

17. 17• Advantages to buyers:
• Product identification
• Product quality
• Advantages to sellers:
• Basis for product’s quality story
• Provides legal protection
• Helps to segment markets

18. 18• The positive differential effect that
knowing the brand name has on customer
response to the product or service.
• How much more are you willing to pay for the
brand of your choice?
• Provides:
• More brand awareness and loyalty
• Basis for strong, profitable customer
relationships
• Brand Valuation – the process of
estimating total financial value of a brand
One study found that customers are willing to pay 20% more for the brand of their
choice relative to its nearest competitor. Loyal Coke drinkers will pay a 50%
premium.

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Brand
name
selections
Brand
sponsorship
Brand
positioning
Brand
development

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• Can position brands at any of three levels:
• Product attributes – Dove soap ¼ cleansing cream
• Competitors can easily copy attributes
• Product benefits – Dove soap benefit of softer skin
• Volvo (safety), Nike (performance), FedEx (overnight),
Lexus (quality)
• Beliefs and values (Emotion) - Dove soap softer
skin will make you more attractive

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• Desirable qualities for a brand name include:
1. It should suggest product’s benefits and qualities
1. OFF!, Craftsman, Beauty rest
2. It should be easy to pronounce, recognize, and remember
1. Tide, Crest, Puffs
3. It should be distinctive
1. Kodak
4. It should be extendable
1. Amazon.com (started as bookseller but expanded to other products)
5. It should translate easily into foreign languages
6. It should be capable of registration and legal protection

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• Manufacturer’s brands
• Private brands (store brands) – Sears created
Kenmore & Craftsman
• Licensed brands – character names: Scooby-
Doo, Sesame Street, Donald Duck
• Co-branding – Mattel teamed with Coca-Cola
to create Soda Fountain Sweetheart Barbie

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• Line Extension: introduction of additional items in a
given product category under the same brand name
(e.g., new flavors, forms, colors, ingredients, or
package sizes).
• Brand Extension: using a successful brand name to
launch a new or modified product in a new category.
• Involves some risk: Heinz pet food – bad idea
• Multi branding: (introduce additional brands in the
same product category) offers a way to establish
different features and appeal to different buying
motives.
• New Brands: developed based on belief that the
power of its existing brand is waning and a new
brand name is needed. Also used for products in new
product category.

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• Designing and producing the container or
wrapper for a product.
• Usually involves the primary container, secondary
disposable package, and shipping container
• Packaging is an important marketing tool: attract
attention and describe the product
• Creating a package involves:
• Packaging concept
• Package elements
• Product safety
• Environmental concerns

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• Printed information appearing on or with the
package.
• Performs several functions:
• Identifies product or brand
• Describes several things about the product
• Promotes the product through attractive graphics
• Legal concerns
• No deceptive labels
• Unit pricing (price per unit), open dating (shelf
life), nutritional labeling

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• Assess the value of current services and
obtain ideas for new services.
• Assess the cost of providing the services.
• Put together a package of services that
delights the customers and yields profits for
the company.

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Services
Intangibility
Cannot be seen,
felt, tasted, or
smelled
Variability
Quality depends on
who provides the
services and when,
where and how it is
done
Inseparability
Cannot be
separated from their
providers
Perishability
Services cannot be
stored for later use

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THANK YOU!