This document discusses product levels and classification. It outlines 5 levels that add increasing customer value: 1) core benefit, 2) basic product, 3) expected product, 4) augmented product, and 5) potential product. Products can also be classified based on durability, tangibility, and use into nondurable goods, durable goods, and services. Consumer goods are classified as convenience goods, shopping goods, specialty goods, and unsought goods based on shopping habits. Differentiation of products can occur through form, features, performance, quality, durability, reliability, and style.
The presentation proposes a new idea for a Zara line extension: Zara for women, a line designed for real women that embraces various body shapes.
The project was done by combining marketing and buying behavior information. Keep in mind that this is a fictitious line. However, actual data about the company and the industry were used to design the marketing plan.
The presentation proposes a new idea for a Zara line extension: Zara for women, a line designed for real women that embraces various body shapes.
The project was done by combining marketing and buying behavior information. Keep in mind that this is a fictitious line. However, actual data about the company and the industry were used to design the marketing plan.
Professor Keller is right now conducting various studies that deliver techniques to assemble, measure, and oversee brand value. Textbooks written by him on those subjects course reading on those subjects, Strategic Brand Management, has been embraced at top business schools and leading firms around the globe and has been proclaimed as the "Bible of Branding." Consolidating the most recent industry thinking and improvements, this investigation of brands, brand value, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies. In this slides, you will get the synopsis of brand management. For details, please read the main book.
A 2015 case study about Louis Vuitton concerning: brand extension, decrease of visible logo, developments in China, ... by Frederic Derbaudrenghien, and useful inside his company www.kngasia.com's brand management department. Made for MBA sources at UIBE, IFCM, Sorbonne Paris 1 university.
Branding
Leveraging Secondary Brand Association
Managing Brand Over Time, Brand Reinforcement & Brand Revitalization to help the growth of customers and Manage brand equity
This is the summary of Strategic Brand Management: Building, Measuring, and Managing Brand Equity (3rd ed.), chapter 7 (Leveraging Secondary Brand Associations to Build Brand Equity) by Keller, K. L. (2008, Prentice Hall.)
I designed this powerpoint for an HTM631 class (Strategic Marketing in Hospitality and Tourism) in spring 2009.
Professor Keller is right now conducting various studies that deliver techniques to assemble, measure, and oversee brand value. Textbooks written by him on those subjects course reading on those subjects, Strategic Brand Management, has been embraced at top business schools and leading firms around the globe and has been proclaimed as the "Bible of Branding." Consolidating the most recent industry thinking and improvements, this investigation of brands, brand value, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies. In this slides, you will get the synopsis of brand management. For details, please read the main book.
A 2015 case study about Louis Vuitton concerning: brand extension, decrease of visible logo, developments in China, ... by Frederic Derbaudrenghien, and useful inside his company www.kngasia.com's brand management department. Made for MBA sources at UIBE, IFCM, Sorbonne Paris 1 university.
Branding
Leveraging Secondary Brand Association
Managing Brand Over Time, Brand Reinforcement & Brand Revitalization to help the growth of customers and Manage brand equity
This is the summary of Strategic Brand Management: Building, Measuring, and Managing Brand Equity (3rd ed.), chapter 7 (Leveraging Secondary Brand Associations to Build Brand Equity) by Keller, K. L. (2008, Prentice Hall.)
I designed this powerpoint for an HTM631 class (Strategic Marketing in Hospitality and Tourism) in spring 2009.
Maanagement of Marketing UNIT-3 &4 product.pptetebarkhmichale
The law of attraction is the most powerful force in the universe. If you work against it, it can only bring you pain and misery. Successful people know this but have kept it hidden from the lower class for centuries because they did not want to share their wealth. The universal law of attraction is simple. We attract whatever we choose to give our attention to. If we focus on bad things, we will attract more bad things. But the minute you stop focusing on bad and focus on good, you change the pattern and now good things start coming your way.
If we knew the law of attraction and applied it in our lives daily, we would have so much power and control that it would be scary. We could have what we wanted, and when we wanted it. We would have total control of our lives. If you think of yourself as a powerful attractor, you will attract more of what you want in your life, simply by thinking about it, then acting on it. But there is one ingredient you cannot leave out or the law of attraction won't work.
When we think of an object in our mind, we then send that image to our hearts and act on it with emotion. A formula makes this easy to follow: TFAR (Thoughts, Feelings, Actions, and Results) When we take necessary action, the universe shows up and gives us the results we wanted.
The law of attraction works by performing three steps. And these steps must be done for the process to work. These steps are:
1. Getting clear. You must know what it is you want or else you won’t get it. The universe won’t know what you are asking for, so how can it deliver?
2. Vibrate to the level of energy corresponding to what you want. If you want something and you think about it, feel it, and act on it, you must keep that level of energy going until you achieve the results you are after.
3. Attract what you want like a magnet. If you focus on what you want but don’t allow it to come into your life, it won’t. You have to be willing to accept it and acknowledge it. Then when you act, it will occur.
Whatever you do during the course of a day, whatever thoughts you think about, you are attracting. If you use it every day, regularly, and practice it this way, you will eventually find that it becomes a habit that you will subconsciously practice.
You may not believe it, but the steps you need to take are easy. But you must do them, believe in them, and believe in yourself, or they will not work. Are you ready to get tuned into the universe and get clear? Can you work in harmony with the laws of the universe and become successful?
If so here are the steps you need to follow:
1. Get clear. You must know exactly what it is you want. If you are in doubt, vague, or too general, you won’t get anywhere. You must know exactly what it is you want first. Only then will you be able to focus and concentrate on that thought?
2. Visualize what you want and vibrate to it. You must form a mental image in your mind so you can see it as if you had it in your possession. For women, you can do the
Chapter 7 - Products, Services, and Brands Building Customer JinElias52
Chapter 7 - Products, Services, and Brands: Building Customer value
Strategic Marketing, MASY1-GC 1230
Nike: More Than Just Innovative Sports Gear—a Total Brand Experience
Nike House of Innovation, Paris: The 3rd installation of HOI, and Nike’s largest, most digitally connected and immersive retail concept in the world
Provides consumers access to Nike’s best innovations, athlete storytelling and experiences.
Creates an immersive and digitally-powered end-to-end consumer journey.
To customers, the Nike brand means much more than just innovative running shoes and apparel. Deep down, Nike means sports inspiration, a just-do-it attitude, and a total brand experience. Nike draws on a wide range of
experiences to connect with consumers.
Nike’s innovative use of digital marketing recently earned the brand the title of “top genius” in “digital IQ” among 70 activewear companies in one digital consultancy’s rankings. Another firm ranked Nike the number one apparel brand in social media.
2
What Is a Product?
A product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.
A service is an activity, benefit, or satisfaction offered for sale; it is intangible and does not result in ownership of anything.
A product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. Broadly defined, products include services, events, persons, places, organizations, and ideas, or a mixture of these.
Services are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.
3
Products, Services, and Experiences
Market offerings include both tangible goods and services.
Companies create and manage customer experiences with their brands or companies.
To differentiate their offers from that of the competitors
A company’s market offering often includes both tangible goods and services. At one extreme, the market offering may consist of a pure tangible good and at the other extreme a pure service. Between these two extremes, however, many goods-and-services combinations are possible. Today, as products and services become more commoditized, many companies are moving to a new level in creating value for their customers. To differentiate their offers, beyond simply making products and delivering services, firms are creating and managing customer experiences with their brands or companies.
4
Products, Services, and Experiences (CONT’D)
More than just selling products, Apple’s highly successful retail stores create engaging life-feels-good brand experiences.
Apple’s retail stores are very seductive places, where “life-feels-good” experiences abound. The store design is clean, simple, and just oozing with style—much like an Apple iPad or a featherweight MacBook Air.
The stores encourage a lot of purchasing, ...
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
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/
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.
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
Top mailing list providers in the USA.pptxJeremyPeirce1
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Discover the innovative and creative projects that highlight my journey throu...dylandmeas
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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. 📊
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Best practices for project execution and deliveryCLIVE MINCHIN
A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
Training my puppy and implementation in this story
Product
1. PRODUCT
Many people think that a product is a tangible offering, but
a product can be more than that., a product is anything
that can be offered to a market to satisfy a want or need .
Products that are marketed include a physical goods,
services , experiences, events, persons, places, properties,
organization, information, and ideas .
2. Product levels : the customer
value hierarchy
In planning its market offering, the marketer
needs to address five product levels .
Potential product
Augmented product
Expected product
Basic product
Core
benefit
3. Each level adds more customer
value , and the five constitute
a customer hierarchy .
1Core benefits- this is the fundamental
level .the service or benefit the customer is
really buying. A hotel guest is buying “rest and
sleep.” the purchase of drill is buying “holes.”
marketers must see themselves as benefit
providers .
2Basic product- At the second level ,the
marketer has to turn the core benefit into a basic
product. Thus a hotel room includes a bed,
bathroom, towels, desk, dresser, and closet .
4. 3Expected product
- At the third level, the marketer prepares an
expected product, a set of attributes and
conditions buyers normally expect when they
purchase this product. Hotel guests expect a
clean bed, fresh towels, working lamps, and a
relative degree of quiet. Because most hotels
can meet this minimum expectation, the
traveler normally will settle for whichever
hotel is most convenient or least expensive.
5. Augmented product
At the fourth level , the marketer prepares an
augmented product that exceeds customer
expectations. In developed countries, brand
positioning and competition take place at this
level. In developing countries and emerging
markets, competition takes place mostly at
the expected product level. However in India,
there is a visible move by some companies to
augment their products and services by
providing superior customer experience.
6. The new competition is not between what
companies produce in their factories , but
between what the add to their factory output
in the form of packaging, services,
advertising, customer advice financing,
delivery arrangements, warehousing, and
other things that people value .
7. Some things should be noted about product -
augmentation strategy. First, each augmentation
adds cost. Second, augmented benefits soon become
expected benefits and necessary points-of-parity .
Today`s hotel guests expect cable or satellite
television with a remote control and high-speed
internet access or two phone lines. This means
competitors will have to search for still other
features and benefits . third , as companies raise
the price of their augmented product, some
competitors offer a “stripped-down ” version at a
much lower price.
8. Potential product
At the fifth level stands the potential product,
which encompasses all the possible
augmentations and transformations the
product or offering might undergo in the
future, here is where companies search for
new ways to satisfy customers and
distinguish their offer.
9. Product classification
Product can be classified on the basis of characteristics :
Durability , tangibility, and use .each product has an
appropriate marketing-mix strategy .
Durability and tangibility product can be classified into
three groups , according to durability and tangibility :
1 Nondurable goods – these are tangible goods normally
consumed in one or a few uses, like beer and soap .
Because these goods are consumed quickly and
purchased frequently, the appropriate strategy is to
make them available in many locations, charge only a
small markup, and advertise heavily to induce trail and
build preference .
10. Durable goods – these are goods that normally
survive many uses : refrigerators, machine tools,
and clothing . Durable products normally require
more personal selling and service, command a
higher ire more seller guarantees .
Services – these are intangible, inseparable,
variable, and perishable products . As a result ,
they normally require more quality control,
supplier credibility , and adaptability . Examples
include haircuts, legal advice , and appliance
repairs .
11. Consumer-goods classification
The cast array of goods consumers buy can be classified on
the basis of shopping habits . We can distinguish among
convenience, shopping, specialty, and unsought goods .
Convenience goods – the consumer usually purchases
frequently , immediately, and with a minimum of effort. Examples
include tobacco products, soaps, and newspapers, convenience
goods can be further divided .
Staples goods- consumer purchase on a regular basis . Exa. Colgate
toothpaste .
Impulse goods – are purchased without any planning or search effort .
Exa. -chocolates, candy bars and potato chips are impulse goods .
Emergency goods – when need is urgent. Exa . – umbrella etc.
12. Shopping goods – these are goods that the
consumer, in the process of selection and
purchase, characteristically compares on such
bases as suitability , quality, price, and style.
exa. – furniture, clothing, used cars .
Homogeneous shopping goods – these are similar in quality but
different enough in price to justify shopping comparisons.
Heterogeneous shopping goods – these are differ in product
features and services that may be more important than price .
13. Specialty goods –these goods have unique characteristics
or brand identification for which a sufficient number of buyers are
willing to make a special purchasing effort. Examples include cars,
stereo components, photographic equipment, and men`s suits .
Unsought goods – these goods are those the consumer does not
know about or does not normally think of buying, like smoke detectors. The
classic example of known but unsought goods are life insurance ,
encyclopedias, and reference books, unsought goods require advertisement
and personal-selling support .