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Product & Service Strategy & Brand Management

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Marketing Strategies - Adana Science and Technology University

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Product & Service Strategy & Brand Management

  1. 1. PRODUCT & SERVICE STRATEGY BRAND MANAGEMENT prepared by Selahattin CİRİTCİ Adana Science and Technology University Entrepreneurship Postgraduate 26-10-2016
  2. 2. TYPES OF CONSUMER AND BUSINESS PRODUCTS Consumer Products;
  3. 3. Business Products;
  4. 4. THE PRODUCT PORTFOLIO Consists of Product Lines and Mixes Product Line – closely related product offerings Product Mix or Portfolio – total group of products offered by the firm Strategic Decisions Variety – number of product lines offered Assortment – depth of each product line
  5. 5. PROCTER AND GAMBLE’S PORTFOLIO OF HOUSE AND HOME PRODUCTS
  6. 6. UNIQUE CHARACTERISTICTS OF SERVICES • Intangibility Simultaneous Production and Consumption Perishability Heterogeneity Client-Based Relationships
  7. 7. LIFE CYCLE CONCEPT There are FOUR main stages: • Introduction • Growth • Maturity (Saturation) • Decline
  8. 8. STAGES OF PRODUCT LIFE CYCLE
  9. 9. • Introduction emphasis on stimulating trial • Growth repeat purchase and modification • Maturity standardization of operations and marketing mix more aggressive competition • Decline modifiye or eliminate offering
  10. 10. POSITINING OFFERINGS & STRATEGIES • By attribute or benefit • By use or application • By product or service user • By product or service class • Against competitors • By price and quality dimensions
  11. 11. BRAND OFFERINGS AND EQUITY • BRAND EQUITY (THE OVERALL VALUE OF A BRAND) provides a competitive advantage consumers are offer willing to pay a higher price for a product or service with brand equity • BRANDING DECISIONS to assign a brand name to all offerings or to each line of offering to supply an intermediary with its own brand
  12. 12. BRAND GROWTH STRATEGIES
  13. 13. • New Product – a new product is developed with a series  of new brand ideas and meanings to the consumer. • Flanker Brand – a new brand is introduced into a  category where the organization already has established  products. • Line Extension – a current brand name is introduced into  a category where the organization already has  established products. • Franchise Extension – a familiar brand is taken to a  product category where it is unknown.
  14. 14. THANK YOU.

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