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

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

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

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

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

15. Labels Identify Describe Promote