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Managing Product Lines, Brands, and Packaging
Objectives ,[object Object],[object Object],[object Object],[object Object]
Components of the Market Offering Attractiveness of the market offering Value-based prices Services mix and quality Product features and quality
Five Product Levels Core benefit Potential product Augmented product Expected product Basic product
Consumer-Goods Classification ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Specialty Products Unsought Products Shopping Products Convenience Products
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
Product-Line Length ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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)
What is a Brand? Attributes Benefits Values Culture User Personality
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
An Overview of Branding Decisions Branding Decision ,[object Object],[object Object],Brand- Sponsor Decision ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Brand- Name Decision ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Brand- Repositioning  Decision ,[object Object],[object Object],[object Object],[object Object],[object Object],Brand- Strategy Decision ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Strategies New Brands Brand Extension New Brand   Name Product Category Line Extension Existing Existing Multibrands New
Good Brand Names: Suggest Product Benefits Distinctive Lack Poor Foreign Language Meanings Suggest Product Qualities Easy to: Pronounce Recognize Remember
Why Package Crucial as a Marketing Tool ,[object Object],[object Object],[object Object],[object Object]
Labels Identify Describe Promote
Review ,[object Object],[object Object],[object Object],[object Object]

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Managing Product Lines, Brands and Packaging Strategies

  • 1. Managing Product Lines, Brands, and Packaging
  • 2.
  • 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.
  • 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.
  • 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.
  • 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.
  • 16.