This ppt describes the different theories associated with products in marketing mix elements

1. LEADERSHIP TASK – GROUP 3
PRODUCTS
AND
BRANDS

2. LEADERSHIP TASK – GROUP 3
PRODUCTS AND BRANDS
GROUP MEMBERS
ARSHAD KOPPAN
ASWATY ANAND
AYUSH PILLAI
MOHAMED RABBANI
MUHAMMED MOHNIS

3. Product is a good, service, or idea consisting of a
bundle of tangible and intangible attributes that
satisfies consumers and is received in exchange for
money or some other unit of value(Brassington and
Pettitt, 2013).

4. SALES V/S PROFIT–PRODUCT LIFECYCLE
(Vernon, 1966)

5. TASK1
Plot the product lifecycle position of the
following products and think about how
they came to be at this position and
where they will go in a span of 10 years.
(Vernon, 1966)
1. Fax machines
2. Polaroid camera
3. YouTube
4. Hydrogen fuel cars
5. Solar panels
6. Tesla X cars
7. Desktop computers
8. Netflix
9. printed newspapers
10. coca cola

6. Limitations of
PLC
It is difficult to identify which stage an offering
has reached. Some don’t follow classical s
shape. Some may rise steeply and fall away
immediately (Baines et al., 2017).
Using PLC may lead to inappropriate actions (
ex: dropping the product ) instead of the
correct response( ex: repositioning) (Dhalla
and Yuspeh, 1976).
In practice leads to an over-emphasis on ‘new
product introduction’ (Dhalla and Yuspeh,
1976).

7. NEW PRODUCT
DEVELOPMENT
PROCESS
• (Booz, Allen & Hamilton,
1982)

8. BRAND PERSONALITY SCALE
(Aaker, 1997)

9. BRAND PERSONALITY OF MCDONALDS
Sincerity
Family-oriented
Original
Friendly
Cheerful
Excitement
Up-to-date
Young
Imaginative
Spirited
Trendy
Competence
Successful
Leader
Confident
(Cui et al., 2008)

10. Task 2
You are the product development team working
at McDonalds. Think and generate different
ideas for developing a new product for the
brand, which will be later screened by the
opposite groups.

11. REFERENCES
• Aaker, J.L., 1997. Dimensions of brand personality. Journal of marketing research, 34(3),
pp.347-356.
• Baines, P., Fill, C., Rosengren, S. and Antonetti, P. (2017). Fundamentals of marketing.
Oxford: Oxford University Press.
• Booz, Allen, & Hamilton. (1982). New product management for the 1980’s. New York:
Booz, Allen & Hamilton, Inc.
• Brassington, F. and Pettitt, S. (2013). Essentials of marketing. 3rd ed. Edinburgh gate,
Harlow: Pearson Education Limited.
• Cui, A.P., Albanese, P.J., Jewell, R.D. and Hu, M.Y., 2008. Profiling the brand personality of
specific brands. ACR North American Advances.
• Dhalla, N.K. and Yuspeh, S., 1976. Forget the product life cycle concept! Harvard Business
Review, 54 (1), 102–112.
• Vernon, R., 1966. The product life cycle. Quarterly Journal of Economics, 66, pp.121-140.