This document discusses managing products, product lines, brands, and packaging. It covers objectives, components of market offerings, the five levels of products, consumer goods classifications, aspects of product mix like width, length and depth. It also discusses product line strategies like stretching, filling and modernization. Brand decisions and strategies are examined including what a brand is, levels of brand equity, and branding, brand naming, and repositioning decisions. Packaging and labeling functions are also reviewed.

1. Managing Product Lines, Brands, and Packaging

2. Objectives Product Characteristics Building & Managing the Product Mix & Product Lines Brand Decisions Packaging & Labeling

3. Components of the Market Offering Attractiveness of the market offering Value-based prices Services mix and quality Product features and quality

4. Five Product Levels Core benefit Potential product Augmented product Expected product Basic product

5. Consumer-Goods Classification Buy less frequently Gather product information Fewer purchase locations Compare for: Suitability & Quality Price & Style Special purchase efforts Unique characteristics Brand identification Few purchase locations New innovations Products consumers don’t want to think about. Require much advertising & personal selling Buy frequently & immediately Low priced Many purchase locations Includes: Staple goods Impulse goods Emergency goods Specialty Products Unsought Products Shopping Products Convenience Products

6. Product Mix Width - number of different product lines Length - total number of items within the lines Depth - number of versions of each product Product Mix - all the product lines offered Consistency

7. Product-Line Length Line Stretching Downmarket Upmarket Two-way Line Filling Line Modernization Line Featuring & Line Pruning

8. Two-Way Product-Line Stretch: Marriott Hotels Quality Economy Superior Standard Good Price High Above average Average Low Fairfield Inn (Vacationers) Courtyard (Salespeople) Marriott (Middle managers) Marriott Marquis (Top executives)

9. What is a Brand? Attributes Benefits Values Culture User Personality

10. Brand Equity No Brand Loyalty (customer will change) Satisfied Customer (no reason to change) Satisfied & Switching Cost Values the Brand (brand as friend) Devoted to Brand

11. An Overview of Branding Decisions Branding Decision Brand No brand Brand- Sponsor Decision Manu- facturer brand Distribu- tor (private) brand Licensed brand Brand- Name Decision Individual brand names Blanket family name Separate family names Company- individual names Brand- Repositioning Decision Reposi- tioning No reposi- tioning Brand- Strategy Decision Line extension Brand extension Multi- brands New brands Cobrands

12. Brand Strategies New Brands Brand Extension New Brand Name Product Category Line Extension Existing Existing Multibrands New

13. Good Brand Names: Suggest Product Benefits Distinctive Lack Poor Foreign Language Meanings Suggest Product Qualities Easy to: Pronounce Recognize Remember

14. Why Package Crucial as a Marketing Tool Self-service Consumer affluence Company & brand image Opportunity for innovation

15. Labels Identify Describe Promote

16. Review Product Characteristics Building & Managing the Product Mix & Product Lines Brand Decisions Packaging & Labeling