This document defines key concepts related to products, brands, and product lifecycles. It discusses what constitutes a product, different levels and types of products (consumer vs industrial). It also covers branding strategies like positioning, naming, and extensions. Finally, it outlines the typical stages in a product lifecycle from introduction to growth, maturity, and decline.
Managing brands for competitive advantages.what is marketing?market and target marketing.simple process of marketing. branding?types of brand?brand equity?trade marks?developing global brand names and trade marks. brand extensions. new product development strategies. marketing mix? and consumer adoption process,
Brands behave like people; They want to be different, each brand has its own unique personality and offering. Brand Architecture is a structure which allows us to differentiate against brands in one company and allows us to keep the brands organized. The more brands in brand architecture, the more complex. Keep it simple, here are a few guidelines.
Managing brands for competitive advantages.what is marketing?market and target marketing.simple process of marketing. branding?types of brand?brand equity?trade marks?developing global brand names and trade marks. brand extensions. new product development strategies. marketing mix? and consumer adoption process,
Brands behave like people; They want to be different, each brand has its own unique personality and offering. Brand Architecture is a structure which allows us to differentiate against brands in one company and allows us to keep the brands organized. The more brands in brand architecture, the more complex. Keep it simple, here are a few guidelines.
Assessing Your Brand Architecture August 2015Carol Phillips
THIS PRESENTATION IS OLD. SEE UPDATED VERSION 2019.
Learn more about how to optimize Brand Architecture to provide a clear and leverage able ‘face’ for your business strategy.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
2. What is a product?
Anything that can be offered to a market
for attention, acquisition, use, or
consumption that might satisfy a want or
need.
Include physical objects, services,
events, persons, places, organizations,
ideas, or mixes of these entities. iPod,
Camry, BigMac. Doctor’s advice, vacation
service, financial services.
Service is any activity or benefit that one
party can offer to another that is
essentially intangible and does not result
in the ownership of anything.
3. Levels of Product and
Services
3 levels: each level adds to customer
value
The core benefit. E.g. Blackberry
Actual product: features, design, quality
level, a brand image, and packaging. E.g.
Blackberry: actual product, its name,
parts, styling, features, and packaging.
Augmented product. Offer consumer
services and benefits. (warranty,
instructions, quick repair and
maintenance when needed)
4. Product and Service
Classification
Consumer Product: product bought by
final consumer for personal consumption
Include:
Convenience product: that the customer
usually buys frequently, immediately, and
with a minimum comparison and buying
effort: soap, candy, newspaper, fastfood.
Shopping product: that the customer
usually buy carefully on suitability,
quality, price, and style: furniture,
clothing, appliances, hotel, travel service.
5. Specialty product: consumer product
with unique characteristics or brand
identification for which a significant
group of buyers is willing to make a
special purchase effort: Ferrari FXX,
Boss, BB, Disney.
Unsought product: consumer product
that the consumer either does not
know about or knows about but does
not normally think of buying: life
insurance, blood donations, living
funeral service.
6. Industrial Product
Product bought by individuals and
organizations for further processing or
for use in conducting a business.
Materials and parts (wheat, cotton,
livestock, crude petroleum) (iron, cement,
wires, tires, motors)
Capital items (buildings, generators,
trucks etc)
Supplies and services (lubricants, coal,
paper, pencils, paints, brooms,
conservancy items
7. Product and Service Decision
Individual product
decisions
Product line decisions
Product mix decisions.
8. Individual Product Decisions
Product attributes: benefits that a product will
offer.
Quality: “freedom from defects” “characteristics
of a product or service that bear on its ability to
satisfy stated or implied customer needs”
Siemens defines quality this way: “Quality is
when our customers come back and our
products don’t”
Two dimensions: performance quality – Rolls
Royce, Rolex, Marriot Renaissance.
Conformance quality – consistence in delivering
a target level of performance: Chevrolet
9. Product features: are a competitive
tool for differentiating the
company’s product from
competitors’ product.
Product style and design: style is
appearance of product. Design
contributes to a product’s
usefulness as well as its looks.
“Swiffer Carpetflick”U Shaped lock
by Kryptonite.
10. Branding
Brand is a name, term, sign, symbol, or
design, or a combination of these, that
identifies the maker or seller of a product
or service.
212 Men, Swatch etc
Hardly anything goes unbranded
Branding helps consumer identify
products that might benefit them. Say
something about quality and consistency.
Building and managing brands are the
marketer’s most important tasks.
11. Packaging
Involves designing and producing the container
or wrapper for a product.
Cluttered shelves, attracting attention,
describing the product, to making the sale.
300 items per minute. 60 % of all purchases are
made on impulse.
Poorly designed packages can cost companies.
Heinz bottle design.
Chip Ahoy by Kraft Foods
Juice packs
Product safety
Environmental concerns
12. Labeling
Labels: tags attached to
products. Identifies the product
or brand, Frooti stamped on
orange, zenith etc.
Who made it, where it was
made, when it was made, its
contents, how it is to be used,
how to use it safely.
13. Product Line Decisions
Product line: a group of products that are
closely related because they function in a
similar manner, are sold to the same
customer groups, are marketed through
the same types of outlets, or fall within
given price range. E.g. Nike, Nestle
Product line-length: the number of items
in the product line. BMW 3 series, 5, 7
series.
Downward: DaimlerChrysler Mercedes C-
Class. Toyota, Nissan, Honda luxury cars.
14. Marriot Example
Renaissance Hotels & Resorts: top
executives
Marriot: upper and middle managers
Courtyard: salespeople & road warriors
Fairfield: vacationers and business
travelers on tight budgets.
ExecuStay: temporary housing for 30
days
Residence Inn: for people who travel for a
living
15. Product Mix Decisions
The set of all product lines and items that a
particular seller offers for sale.
Colgate: oral care, personal care, home care,
and pet nutrition.
Four dimensions: width, length, depth, and
consistency.
Width: number of different product lines.
Length: the total number of items the company
carries within its product line. 3 M markets
60,000 products, Wal Mart stocks 100 -12000
items, GE manufactures 250,000 items.
16. Depth: the number of versions offered of
each product in the line. Colgate
toothpastes 11 varieties: Colgate Total,
Colgate Tartar Control, Colgate 2 in 1,
Colgate Cavity Protection, Colgate
Sensitive, Colgate Fresh Confidence,
Colgate Max Fresh, Colgate Simply White,
Colgate Sparkling White, Colgate Kids
Toothpaste, Colgate Baking Soda.
Consistency: refers to how closely related
the various product lines are in end use,
production requirements, distribution
channels.
17. Branding Strategy
Major asset of a company.
Are more than names and symbols. They
represent consumers’ perceptions and
feeling about a product and its
performance. Brands exist in the minds
of consumers.
Real power: to capture consumer
preference and loyalty.
Coca-Cola, Tide, Nike, Harley-Davidson,
Disney forge deep connections with
customers.
18. Powerful brand has high brand equity.
The positive differential effect that knowing
the brand name has on customer response
to the product or service.
To what extent people are willing to pay
more for the brand.
A brand with strong brand equity is a very
valuable asset. Brand valuation is the
process of estimating the total financial
value of a brand. Coca-Cola $67 billion,
Microsoft $ 57 billion, IBM $ 56 billion.
Brand can: provide competitive advantage.
Brand awareness and loyalty. Bargaining
with resellers. Brand extensions launch.
Protection against fierce price competition.
Profitable customer relationship.
19. Branding Strategies
Brand positioning:
Position product in target
customers’ mind
Product Attributes
Desirable benefits – Volvo, FedEx,
Lexus, Nike
Strong beliefs and values – strong
brands engage customers on a
deep, emotional level (empower
socially)
20. Brand name selection:
Good name can add to product success
Should relate to product benefits and
qualities – Lexus, Jaguar, Swift, Off!,
Knorr, Haleeb, MilkPack
Easy to pronounce: IBM, AT & T, Voda
fone, KFC, Burger King
Distinct, Z-4, GTR, Oracle
Brand name identified with product
category: Xerox, Kleenex, Scotch Tape,
Formica, Fiberglass
22. Brand Development
Line extensions: Extending an existing
brand name to new forms, colors, sizes,
ingredients, or flavor of an existing
product: Nestle Pure Life
Coke: Diet Coke, Diet Coke with Splenda,
Coca Cola Zero
Diet Cherry Coke, Diet Coke with Lemon,
Diet Coke with Lime, Diet Coke Black
Cherry Vanilla, Caffeine Free Diet Coke –
Coca Cola C – 2.
23. Brand Extensions
Extending an existing brand
name to a new product category
Kimberly – Clark – Huggies
Brand: Shampoos, Lotions,
Baby Wash
Brinks – Brinks Home Security
System
24. Multi Brands
New Brands
Additional Brands in the same
category
P& G: different features for
different buyers
Existing wane – new brands
needed
Matsushita – Panasonic,
Technics, JVC, Quasar
25. Product Life Cycle
Product launch – happy life
Cover costs
Earn profits
Length not know in advance
Coca-Cola, Gillette, Budweiser,
American Express, Wells-Fargo,
and Tabasco
28. Growth Stage
Product, if satisfies market, enters
growth stage
Sales climb quickly
Early adopters continue, new join
through favorable word of mouth
New competitors enter market
Competition – increase in sale points
Spread of sales, unit cost reduces
Sustain rapid growth
New market segments
Prices may be lowered to attract more
customers (iPod)
29. Maturity
At some point sale slows down, product
enters maturity stage
Lasts longer
Marketing management most of the time
deals with mature products
More producers selling the same product
Greater competition
Prices down, increase in sales promotion
Drop in profit
Well established competitors stay
30. Maturity
Product manager should modify
market, product and marketing mix
Market: increase consumption of
product, new users, present users
Product: quality, features, style
(milk pak, Honda City)
Four Ps
31. Decline Stage
Eventually dip
Oat meal, VHS tapes, VCR, Tape recorders
Reasons: technology, consumer tastes,
increased competition, profits decline,
withdrawal from market
Furthermore:
Weak product costly to firm
Management time
Price adjustments
Advertising/sales efforts
Reputation of other co products affected
Old Spice/ co can sell brands