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Presentation on product levels, product mix, Consumer goods classification,Brand name decisions, Brand Strategy Decision,
This document discusses five levels of consumer goods products: core benefit, basic product, expected product, augmented product, and potential product. It also covers consumer goods classification, product mix decisions, and brand strategy decisions. Specifically, it defines the five product levels as (1) core benefits, (2) basic products that turn core benefits into goods, (3) expected products with buyer-expected attributes, (4) augmented products that exceed customer expectations, and (5) potential products that include all possible augmentations. It then provides mobile phones as an example to illustrate the five levels.
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Presentation on product levels, product mix, Consumer goods classification,Brand name decisions, Brand Strategy Decision,
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- 3. Core benefits c Benefits andsatisfaction
- 4. Basic product Turn basicbenefit into basic product
- 5. d Expected product Attributes and conditionbuyer normally buy
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- 7. z Potential product Encompasses all thepossible augmentations
- 8. Core Benefits- Communication Basic product - Features & design- small size, sliding, flip open, touch etc Quality level- Excellent quality Brand name- Samsung, Iphone, HTC, etc Expected product- Looks good, light weight, easy to operate, long life battery Augmented product- FM radio, MP3 player, camera, voice recorder. Wi-Fi Potential product - Internet, e-mail, TV channels, GPS
- 9. Consumer Goods Classification •Buy frequently and immediately.(pen, noodles, cigarette, tea etc.) Convenience Goods • Buy less frequently.(clothes, shoes, mobile, electronics etc.) Shopping Goods • Special purchase efforts.(car, motorbike, Rolex watch, gold , land and building etc.) Specialty Goods • New innovations.(gift items, decorative items etc.) Unsought Goods
- 10. Product Mix Width LengthDepth Consistency
- 11. Length WidthOral CareShampoo Detergent
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- 14. Brand name decisions Individual names Blanketfamily names Separate family names for all products Corporate name combined with individual product names
- 16. Line Extensions Brand Extensions MultiBrands New Brands Co-branding Brand Strategy Decision
- 17. Existing New ExistingNew Line ExtensionsBrand Extensions Multi Brands New Brands
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