The document discusses the importance of branding and product differentiation for companies. It defines branding as creating a unique character for a product through aspects like design, image, name, or logo to give customers an understanding of what they are purchasing. The document also examines different types of branding strategies and the need to differentiate products from competitors through attributes such as packaging, quality, or content in order to gain customer loyalty in competitive markets.
Marketing (Product Strategy) - Discuss about levels of product, product classification, brand strategies, packaging and labeling of the consumer products.
Marketing (Product Strategy) - Discuss about levels of product, product classification, brand strategies, packaging and labeling of the consumer products.
New Product Development Process And Strategy Powerpoint Presentation SlidesSlideTeam
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If you have a brilliant idea for the new product launch our new product development process and strategy PowerPoint Presentation is a promising presentation that can portray your thoughts convincingly. When you download this product management PPT slide, you get various designs such as product outline, idea screening, new product introduction, detailed overview, understanding customer needs, internal & external sources of new product, roadmap, category planning, porters five forces model, product lifecycle, introduction stage, growth stage, maturity stage, decline stage, tools & techniques, BCG matrix, Ansoff matrix, empathy map, Kano map, market segmentation, geographic, demographic psychographic, & behavioral segmentation and many more. The new product launch PowerPoint templates can be utilized for few topics like entering a new market, NPD process, product development, product launch, launch strategy, market entry strategy, new product introduction and product marketing. Our New product development process and strategy PPT diagram can make your presentation interesting and captivating. Send all fears flying with our New Product Development Process And Strategy Powerpoint Presentation Slides. They can handle all emerging doubts. https://bit.ly/3bZHYt4
In introduction to marketing, the products or services may have its own life-cycle. It is important to know what are the stages currently for the products and services to determine the strategies that should be apply later on.
New Product Development Process And Strategy Powerpoint Presentation SlidesSlideTeam
“You can download this product from SlideTeam.net”
If you have a brilliant idea for the new product launch our new product development process and strategy PowerPoint Presentation is a promising presentation that can portray your thoughts convincingly. When you download this product management PPT slide, you get various designs such as product outline, idea screening, new product introduction, detailed overview, understanding customer needs, internal & external sources of new product, roadmap, category planning, porters five forces model, product lifecycle, introduction stage, growth stage, maturity stage, decline stage, tools & techniques, BCG matrix, Ansoff matrix, empathy map, Kano map, market segmentation, geographic, demographic psychographic, & behavioral segmentation and many more. The new product launch PowerPoint templates can be utilized for few topics like entering a new market, NPD process, product development, product launch, launch strategy, market entry strategy, new product introduction and product marketing. Our New product development process and strategy PPT diagram can make your presentation interesting and captivating. Send all fears flying with our New Product Development Process And Strategy Powerpoint Presentation Slides. They can handle all emerging doubts. https://bit.ly/3bZHYt4
In introduction to marketing, the products or services may have its own life-cycle. It is important to know what are the stages currently for the products and services to determine the strategies that should be apply later on.
A summary on products branding from a marketing management perspective, discussing topics such as creating brands, brand equity, brand positioning, product lifecycle and market evolution.
Introduction to Brand Management. What are Brands? Why are they important to customers and firms? How do you create a brand? What are the important brand metrics?
Developing and ManagingProductsUnrestricted• Sus.docxhcheryl1
Developing and Managing
Products
Unrestricted
• Sustain growth
• Increase revenue/profit
• Replace obsolete items
Why introduce new products?
• New-to-the-world: discontinuous innovations
• New product lines: enter an established market
• Product line additions
• Improvements or revisions
• Repositioned products: existing products
• Lower-priced products: like competition, but at
a lower price
Categories of new products
1. New product strategy
2. Idea generation
3. Idea screening
4. Business analysis
5. Development
6. Test marketing
7. Commercialization
8. New product
New product development process
• “Plan that links the new product development
process with the objectives of the:
• Marketing department
• Business unit
• Corporation”
• Should specify the role the new products will
play in the organization’s overall strategy
New product strategy
• Sources of new-product ideas
• Customers
• Employees
• Distributors
• Competitors
• Research and development
• Consultants
• Other experts
Idea generation
• Screening:
• Eliminates ideas that are inconsistent with
organizational strategy or are inappropriate for some
other reason
• Concept test:
• Test to evaluate a new-product idea, usually before
any prototype has been created
• Involves consumer reactions to product descriptions
or visual representations of the proposed new
product
Idea screening and concept test
Demand Cost
Sales Profitability
Business analysis stage
• “The stage in the product development process
in which a prototype is developed and a
marketing strategy is outlined”
• Involves:
• Prototype
• Marketing strategy
• Packaging, branding, and labeling
• Promotion, price, and distribution strategy
• Examining manufacturing feasibility
Development
• Team oriented approach
• Marketing, R&D, engineers, production, and suppliers
• Shortens process and reduces costs
Development
• Test marketing:
• “Limited introduction of a product and a marketing
program to determine the reactions of potential
customers in a market situation.”
• Alternatives to test marketing:
• Scanner-based research
• Simulated market testing
• Online test marketing
Test marketing
• Decision to market a product involves:
• Ordering production materials and equipment
• Starting production
• Building inventories
• Shipping the product to field distribution points
• Training the sales force
• Announcing the product to the trade
• Advertising to potential customers
Commercialization
Why do some products fail?
• No discernible benefit compared to existing
products
• Poor match between product features and
customer desires
• Overestimation of market size
• Incorrect targeting
• Too high or too low prices
• Inadequate distribution
Reasons for product failure
Diffusion of Innovation
Spread of new products
Complexity Compatibility Relativeadvantage
Observability Trialability
Product characteristics and rate of adoption
Product life cycles
• Hi.
This is a brand strategy presentation that helped me communicate to top management the real definition of branding that was essentially needed for the company. I was able to elevate sales more 300% with the new brands launched by following some strategies mentioned in the presentation in detail. The information in this presentation is common and not confidential. It is just about the concept of branding but mainly focused for FMCG companies.
Retail Brand Alternatives, National Brands, Manufacturer’s Brands, Licensed Brands, Private-Label Brands, store brands, house brands, own brands, Premium Private-Label Brands, Copycat Brands, Exclusive Brands, Generic Brands, National Brands or Private Brands?, Advantages of Private Labels, Drawbacks of Private Labels
Brand Study (Identity & Equity) I Brand I Brand Assets I Brand Associates I B...Anil Kumar
“Brand equity is described in terms of awareness association (image), attitude (overall quality), attachment (loyalty) and activity (word of mouth).”
-Lehman and Weiner
2. Learning Objectives
• Branding: the importance of brands as an aid
to product trial and repeat purchase
• Product differentiation: the need to
differentiate a product/service from
others, given the level of competition
3. Logo
• What is a Logo?
A symbol or picture that
represents the business
4. Starter
• You will see a series of logos
• Write the name of the company /
product in your books
• Choose two and tell me what you know
about that company.
5.
6. Brand
• A product with a unique character, for example a
design or image
• Branding gives identity to a product.
Branding gives customers an idea of what they are
paying for.
• It can be the name of the product, or the name of a
company
‘Products are made in a factory, logos are printed on
shirts and brands are created in the mind.’
7. Branding
Advantages Disadvantages
Customer Loyalty High costs associated with
promotions to instigate product
trial and repeat purchase
Higher Prices Constant promotion is
necessary
A single bad event may affect
all the brand’s products
Brand names need to be
registered world wide
8. Types of Branding
• Family Branding
Family branding is where products are distinguished under a
company heading
• iPod, iPhone, iPad, etc are all distinguished under the
Apple logo
• Line Branding
Line branding is where products are distinguished from other
producers’ products.
• Such as Wrigleys Extra, Extra Thin Ice, Juicy Fruit,
Hubba Bubba
• Own Label Branding
When retailers use their name on the product – e.g. Sainsbury
‘Taste the Difference’
• Global Brands
Sold in lots of countries (Coca-Cola, BMX, Apple)
9. Product Differentiation
• How do you make your product seem
different?
– Logo
– Name
– Quality
– Content
– Packaging
Or a combination
