Chapter
7
TITLE: PRODUCT,SERVICES, AND BRANDING
STRATEGY
• A PRODUCT is anything that can be offered
to a market for attention, acquisition, use, or
consumption and that might sat...
SERVICES are form of product
that consist of activities ,
benefits, or satisfaction offered
for sale that are essentially
...
Example of pure services includes:
hotel,banking and foot spa or Barber
SHOP, Catering service.
PRODUCT,SERVICES AND EXPERIENCES
-A company's offer to the marketplace often includes
both tangible goods and services. Th...
THE PRODUCT-SERVICES CONTINUUM
LEVELS OF PRODUCT
1.The core product - is the core, problem solving
service, or core benefi...
3. The Augmented product includes any
additional consumer services and benefits built
around the core and actual products
PRODUCT CLASSIFICATIONS
Marketers have developed several
product classification schemes based on
product characteristics.
...
Shopping Products- are consumer, in the
process of selection and purchase,
characteristically compares on such bases
as su...
INDUSTRIAL PRODUCT
-are those bought by individuals and
organizations for further processing or for use
in conducting a bu...
ORGANIZATIONS, PERSONS, PLACES
AND IDEAS.
• Marketers- has broadened in recent years to cover
marketable entities other th...
• Place marketing- involves activities
undertaken to create, maintain or change
attitudes toward particular places. Market...
INDIVIDUAL PRODUCT
DECISIONS
Product Attribute
-Developing a product or service involves defining
the benefits that it will offer. These benefits are
c...
Branding
Brand- is a name, sign, symbol or design
or a combination of these that identifies
the maker or seller of a produ...
MAJOR BRANDING DECISION

BRAND
NAME
SELECTION

SELECTION
PROTECTION

BRAND SPONSOR
MANUFACTURER’
S BRAND
PRIVATE BRAND
LIC...
Brand Strategy
Line Extension- Existing brand names extended
to new forms, sizes, and flavors of an existing
product categ...
PACKAGING
Packaging -decisions are the
third set of decisions that must
be made about individual
products.
- is the activi...
EXAMPLES:
Labeling
-is also a part of packaging and
consists of printed information
appearing on or with the package.
Labeling perfo...
EXAMPLES:
Product line
-is a group of products that are closely related
because they function in a similar manner.
-is influenced by...
Product Line Filling- is increasing the
product line by adding more items
within the present range of the line.
Reasons to...
PRODUCT MIX DECISIONS
- ORGANIZATION WITH SEVERAL
PRODUCT LINES HAS A PRODUCT MIX. A
PRODUCT MIX OR PRODUCT
ASSORTMENT CON...
Nature and Characteristics of a Service
1. Service intangibility- which cannot be stored for later
sale. Services cannot b...
Principles of MARKETING ( CHAPTER 7 TITLE: TITLE: PRODUCT,SERVICES, AND BRANDING STRATEGY)
Principles of MARKETING ( CHAPTER 7 TITLE: TITLE: PRODUCT,SERVICES, AND BRANDING STRATEGY)
Principles of MARKETING ( CHAPTER 7 TITLE: TITLE: PRODUCT,SERVICES, AND BRANDING STRATEGY)
Principles of MARKETING ( CHAPTER 7 TITLE: TITLE: PRODUCT,SERVICES, AND BRANDING STRATEGY)
Principles of MARKETING ( CHAPTER 7 TITLE: TITLE: PRODUCT,SERVICES, AND BRANDING STRATEGY)
Upcoming SlideShare
Loading in …5
×

Principles of MARKETING ( CHAPTER 7 TITLE: TITLE: PRODUCT,SERVICES, AND BRANDING STRATEGY)

4,423 views

Published on

Principles of MARKETING ( CHAPTER 7 TITLE: TITLE: PRODUCT,SERVICES, AND BRANDING STRATEGY) by. MARIA VICTORIA AC-AC

Published in: Education, Business, Design
2 Comments
4 Likes
Statistics
Notes
No Downloads
Views
Total views
4,423
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
300
Comments
2
Likes
4
Embeds 0
No embeds

No notes for slide

Principles of MARKETING ( CHAPTER 7 TITLE: TITLE: PRODUCT,SERVICES, AND BRANDING STRATEGY)

  1. 1. Chapter 7 TITLE: PRODUCT,SERVICES, AND BRANDING STRATEGY
  2. 2. • A PRODUCT is anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need. Includes: • • • • • • • -Physical object -Services -Events -Person -Places -Organization -Ideas
  3. 3. SERVICES are form of product that consist of activities , benefits, or satisfaction offered for sale that are essentially intangible and do not result in the ownership of anything.
  4. 4. Example of pure services includes: hotel,banking and foot spa or Barber SHOP, Catering service.
  5. 5. PRODUCT,SERVICES AND EXPERIENCES -A company's offer to the marketplace often includes both tangible goods and services. The continuum consists of: 1.pure tangible goods-consist of physical items that can be touched and seen such as soap, shampoo. 2.tangible goods with accompanying services-such as an automobile that offers accompanying services. 3.hybrid offers –consist of equal parts of goods and services such as restaurant. 4.services with accompanying minor goods- such as airline trips with accompanying snacks. 5.pure services – such as those offered by doctor’s, teachers . 6. Product and services
  6. 6. THE PRODUCT-SERVICES CONTINUUM LEVELS OF PRODUCT 1.The core product - is the core, problem solving service, or core benefit that consumers are really buying when they obtain a product or service. 2.Actual Product- may have as five characteristics that are combined to deliver core product benefits. They are: a. Quality level b. Features c. Design d. Brand name e. Packaging
  7. 7. 3. The Augmented product includes any additional consumer services and benefits built around the core and actual products
  8. 8. PRODUCT CLASSIFICATIONS Marketers have developed several product classification schemes based on product characteristics. Consumer Products- are those bought by final consumers for personal consumption. Convenience Product - are consumer product and services that the consumer usually buys frequently, immediately, and with a minimum of comparison and buying effort.
  9. 9. Shopping Products- are consumer, in the process of selection and purchase, characteristically compares on such bases as suitability, quality, price and style. Specialty Product- are consumer products with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort. Unsought Product- are consumer either does not know about or knows about but does not normally think of buying.
  10. 10. INDUSTRIAL PRODUCT -are those bought by individuals and organizations for further processing or for use in conducting a business. Three groups of industrial products are: 1. Materials and part- Most are sold directly to industrial users. 2. Capital items- these products aid in the buyer's production or operations, including installations and accessory equipment. 3. Supplies and services- These could be operational or repair and maintenance. Many of these services are supplied under contract.
  11. 11. ORGANIZATIONS, PERSONS, PLACES AND IDEAS. • Marketers- has broadened in recent years to cover marketable entities other than just product and services. These are the entities: Organization marketing- consist of activities undertaken to create, maintain, or change attitudes and behavior of target audience toward an organization such as churches, colleges, charities. Person marketing- are activities undertaken to create, maintain, or change attitudes and behavior toward particular persons like politicians, entertainers, sports figure, doctors, lawyers.
  12. 12. • Place marketing- involves activities undertaken to create, maintain or change attitudes toward particular places. Market, commercial market or a selling land property. • Idea marketing- also called social marketing, is the marketing of social ideas like public health campaigns, environmental concerns campaigns and such other campaigns as family planning, human rights, animal rights. EXAMPLE: PAWS ( PHILIPPINE ANIMAL WELFARE SOCIETY ) GABRIELA - A NATIONAL ALLIANCE FOR WOMEN
  13. 13. INDIVIDUAL PRODUCT DECISIONS
  14. 14. Product Attribute -Developing a product or service involves defining the benefits that it will offer. These benefits are communicated and delivered by product attributes such as: 1. Product quality- is the ability of a product to perform its functions. 2. A product can be offered with varying product features. 3. Product style and design - is another way to add distinctiveness. a. Style- simply describes the appearance of a product. b. Design- goes to the heart of the product.
  15. 15. Branding Brand- is a name, sign, symbol or design or a combination of these that identifies the maker or seller of a product or service. Branding- has become so strong that hardly anything goes unbranded. Brand Equity- is the value of brand, based on the extent to which it has high brand loyalty , name awareness, perceived quality, strong brand associations.
  16. 16. MAJOR BRANDING DECISION BRAND NAME SELECTION SELECTION PROTECTION BRAND SPONSOR MANUFACTURER’ S BRAND PRIVATE BRAND LICENSED BRAND CO-BRANDING BRAND STRATEGY NEW BRANDS LINE EXTENTIONS BRAND EXTENTIONS MULTIBRANDS
  17. 17. Brand Strategy Line Extension- Existing brand names extended to new forms, sizes, and flavors of an existing product category. Brand Extension- Existing brand extended to new or modified product categories. Multi brands- New brand names introduced in the same product category. New Brands- New brand names in new product categories.
  18. 18. PACKAGING Packaging -decisions are the third set of decisions that must be made about individual products. - is the activity of designing and producing the container or wrapper for a product.
  19. 19. EXAMPLES:
  20. 20. Labeling -is also a part of packaging and consists of printed information appearing on or with the package. Labeling performs several functions: 1. It IDENTIFIES the product or brand. 2. It might DESCRIBE several things about the product. 3. It might PROMOTE the product through attractive graphics.
  21. 21. EXAMPLES:
  22. 22. Product line -is a group of products that are closely related because they function in a similar manner. -is influenced by company objectives. Product Line Length- is The number of items in the product line. Product line stretching- which is increasing the product line by lengthening it beyond its current range. a. Downward stretch b. Upward stretch c. Two-way stretch
  23. 23. Product Line Filling- is increasing the product line by adding more items within the present range of the line. Reasons to use this strategy include: a. Extra profits 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.
  24. 24. PRODUCT MIX DECISIONS - ORGANIZATION WITH SEVERAL PRODUCT LINES HAS A PRODUCT MIX. A PRODUCT MIX OR PRODUCT ASSORTMENT CONSISTS OF ALL THE PRODUCT LINES AND ITEMS THAT A PARTICULAR SELLER OFFERS FOR SALE.
  25. 25. Nature and Characteristics of a Service 1. Service intangibility- which cannot be stored for later sale. Services cannot be seen, tasted, felt heard, or smelled before they are bought. 2. Service inseparability- which are produced and consumed at the same time and cannot be separated from their providers, whether the providers are people or machines. 3. Service variability- whose quality may greatly defending on who provides them and when, where and how. 4. Service perish ability- which cannot be stored for later sale or use.

×