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Attributes             BrandingPackaging and Labeling      Product Support
Product Decisions  There are   4 product decisions to make;  2. Product attributes  3. Branding  4. Packaging and labeling...
Product Decisions  1.   Product attributes         Features         Design         Quality               Adapted for DWC s...
Product Decisions   Product attributes   Branding        Generic Product or Branded Product?              Adapted for DW...
Product Decisions   Product attributes   Branding        Generic Products   No brand name   Usually cheaper than brand...
Product Decisions   Product attributes   Branding        Symbol or name        Legal protection (registration)        Pr...
Product Decisions   Product attributes   Branding          Advantages:     Identify preferred products     Uniform qua...
Tips for choosing brand names   Short/Easy to remember   Translation (other languages)   Easy to pronounce   Not a com...
Product Decisions   Product attributes   Branding     Packaging and labeling     Contains and protects products     D...
Product Decisions   Product attributes   Branding   Packaging and labeling   Product support      Booklets      Phone ...
Product Decisions   Adapted from Marketing Fundamentals, HCT In-    house Publication            Adapted for DWC students,...
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4 product decisions

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4 product decisions

  1. 1. Attributes BrandingPackaging and Labeling Product Support
  2. 2. Product Decisions There are 4 product decisions to make; 2. Product attributes 3. Branding 4. Packaging and labeling 5. Product support Adapted for DWC students, HCT 2009 2
  3. 3. Product Decisions 1. Product attributes Features Design Quality Adapted for DWC students, HCT 2009 3
  4. 4. Product Decisions  Product attributes  Branding Generic Product or Branded Product? Adapted for DWC students, HCT 2009 4
  5. 5. Product Decisions  Product attributes  Branding Generic Products  No brand name  Usually cheaper than branded goods  Sometimes lower quality Adapted for DWC students, HCT 2009 5
  6. 6. Product Decisions  Product attributes  Branding Symbol or name Legal protection (registration) Product success/Customer Loyalty Brand attributes and benefits Brand values Adapted for DWC students, HCT 2009 6
  7. 7. Product Decisions  Product attributes  Branding Advantages:  Identify preferred products  Uniform quality  Trust  Product value  Problems/complaints Adapted for DWC students, HCT 2009 7
  8. 8. Tips for choosing brand names  Short/Easy to remember  Translation (other languages)  Easy to pronounce  Not a common word Adapted for DWC students, HCT 2009 8
  9. 9. Product Decisions  Product attributes  Branding  Packaging and labeling  Contains and protects products  Describes products  Provides instructions  Attracts attention  Gives details of other products under same brand Adapted for DWC students, HCT 2009 9
  10. 10. Product Decisions  Product attributes  Branding  Packaging and labeling  Product support Booklets Phone number to call Website Repair shop Adapted for DWC students, HCT 2009 10
  11. 11. Product Decisions Adapted from Marketing Fundamentals, HCT In- house Publication Adapted for DWC students, HCT 2009 11

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