The document discusses product, service, and branding strategies. It covers the marketing mix (4Ps), which are the key aspects that must be considered: product, price, place, and promotion. It then discusses different levels of products from the core benefit to augmented products. Products are also classified based on durability, tangibility, and whether they are consumer or industrial goods. The document outlines strategies for product line decisions such as line stretching, filling, pruning, and more. Finally, it discusses brands, trademarks, and desirable qualities for brand names like suggesting benefits or being distinctive.

1. Product, Service, and
Branding Strategies
References:
Marketing Management by Philip Kotler
Internet
Resource Person:
Chapter 6

2. Marketing Mix
((4Ps of Marketing)4Ps of Marketing)
Set of marketing
tools used by a
firm to pursue its
marketing objectives
in a target market.
Or
Combination of a
number of policies
to realize profit
through customer
satisfaction.

3. Marketing Mix Variables
ProductProduct
PlacePlace
PromotionPromotion
PricingPricing
Producing goods, services, or any
that offering that satisfy customer
needs
The ready, convenient, and timely
availability of products
Activities that inform customers
about the organization and its
products
Decisions and actions to establish
pricing objectives and policies and
set product prices

4. Product LevelsProduct Levels
i. Core benefit- The fundamental
benefit or services that the
customer is really buying.
 The CORE product is NOT the
tangible, physical product. You
can't touch it. That's because the
core product is the BENEFIT of
the product that makes it
valuable to you. So with the car
example………..!
ii. Basic Product- Marketer turns
benefit into basic product.
iii. Expected product- A set of
attributes & conditions buyers
normally expect when they
purchase product according to
their purchasing power.

5.  Augmented product- Products that exceeds
consumers expectations. Competition usually takes
place in this level, for which you may or may not
pay a premium. So when you buy a car, part of the
augmented product would be the warranty, the
customer service support offered by the car's
manufacture, and any after-sales service.
v. Potential product- All possible augmentations
& transformations the product might undergo in
future.

6. Product Classification
 Products are classified on the bases of durability,
tangibility & use (Consumer or Business).
 Durability & Tangibility
1. Nondurable- Tangible goods usually consumed in
one or few uses. Purchased quickly & consumed
frequently. FMCG (wide availability, small
markup, heavy advertisements)
2. Durable Goods- Tangibles that normally provide
long-term benefit. Require personal selling &
services, higher profit & seller guaranties.

7. Durable Goods
Provide Long-Term Benefits
(cars, furniture, appliances)
Durable Goods
Provide Long-Term Benefits
(cars, furniture, appliances)
Nondurable Goods
Provide Short-Term Benefits
(newspapers, food)
Nondurable Goods
Provide Short-Term Benefits
(newspapers, food)
Low
Involvement
Decisions
High
Involvement
Decisions

8. 3. Services- Intangible, inseparable & activities that are the
main objective of a transaction designed to provide want-
satisfaction to customers.
 Virtually all services require supporting goods & goods
require supporting services.
 A company may also sell a combination of goods &
services.

9.  Convenience
• Shopping
• Specialty
• Unsought
 Products involving frequent
purchases bought with
minimal buying effort,
without gathering extra
information and little
comparison shopping
 Low price
 Widespread distribution
 Mass promotion by producer
 Convenience goods are
further divided
 Staples- regular bases
 Impulse Goods- without
planning

(Use)(Use)
ConsumerConsumer
GoodsGoods
ClassificationClassification
Goods purchased byGoods purchased by
final consumer forfinal consumer for
personal consumptionpersonal consumption

10.  Emergency Goods
 Impulse Goods
 Staples
 Staples

11. • Convenience
 Shopping
• Specialty
• Unsought
 Less frequent purchases
requiring more shopping
effort and price, quality,
suitability and style
comparisons in several
stores or between brands.
 Prices higher than
convenience goods
 Selective distribution in
fewer outlets
 Advertising and personal
selling by producer and
reseller
Types ofTypes of
ConsumerConsumer
ProductsProducts
ConsumerConsumer
GoodsGoods
ClassificationClassification

12. • Convenience
• Shopping
 Specialty
• Unsought
 Products having unique
characteristics or brand identity
for which a significant group of
buyers is willing to make a
special purchase effort
(substantial time, price & in
locating product) .
 High price
 Selected distribution even with
no convenient locations.
(although they must let
prospects & buyers about
location)
 Carefully targeted promotion by
producers and resellers
Types ofTypes of
ConsumerConsumer
ProductsProducts
ConsumerConsumer
GoodsGoods
ClassificationClassification

13. • Convenience
• Shopping
• Specialty
 Unsought
• Consumer products
that the consumer
either doesn't know
about or if knows about
even then doesn't
normally think of
buying right now.
• Pricing varies
• Distribution varies
• Aggressive advertising
and personal selling by
producers and resellers
Types ofTypes of
ConsumerConsumer
ProductsProducts
ConsumerConsumer
GoodsGoods
ClassificationClassification
Products that are usually purchased
due to adversity rather than desire

14. the coffin cost $25,000.

15. Product
Classifications
• Durability and tangibility
• Consumer goods
 Industrial goods
 Products bought by
organizations or
individuals for use in
a business
 Material & Parts
a. Raw Material- goods that
become the part of product prior
of being processed in anyway.
b. Manufactured material and
parts-
 Capital items- long lasting goods
that facilitates developing or
managing the finished product.
 Installations- buildings, heavy
equipments
 Equipment- portable
equipment &tools
 Supplies and business services
 Maintenance and repair
 Advisory services

16. By-Product
 A by-product is a secondary or incidental product
deriving from a manufacturing process, a chemical
reaction or a biochemical pathway, and is not the
primary product or service being produced. A by-
product can be useful and marketable, or it can be
considered waste.
 Dried blood-from slaughterhouse operations
 Feathers - poultry processing

17.  Product Mix (also called Product Assortment)- Set of all
products offered for sale by a particular company. A
product mix consists of various product lines.
 Product Line- A group of products consist of all similar
items in one category. All products which are closely
related, having similar uses and similar physical
characteristics
 Number of items being offered by one product line is called
length of Product Linelength of Product Line.
 The width of Product MixThe width of Product Mix refers to total number of product
lines offered by company
 Length of Product MixLength of Product Mix refers to total number of items in
product mix

18.  The Depth of ProductThe Depth of Product
LineLine refers to how many
variants( flavors, sizes,
colors etc.) are offered of
a product in the product
line .
 The Consistency ofThe Consistency of
Product LineProduct Line refers to
how closely related the
various lines are in the
end use, production
requirement, distribution
channels or some other
way.

19. Brands
Fabric &
Home care
Ariel
Tide
Fairy
Dash
Bonux
Lenor
MR Clean
Food &
Beverages
Nutristar
Sunny
Delight
Pringles
Crisco
Jif
Olean
Folgers
Health care
Actonel
Didronel
Metamucil
Peptobismol
Vicks
Crest
Blend-a-mend
PUR
Baby care
Pampers
Dodot
Luvs
Feminine
care
Always
Alldays
Tampax
Whisper
Beauty
care
Olay
Safeguard
Pantene
Pert Plus
Max Factor
Cover Girl
Camay
Zest
 marketing approximately 250 brands
 in over 130 countries.

20. Product Line DecisionsProduct Line DecisionsProduct Line DecisionsProduct Line Decisions
Line StretchingLine Stretching
When a companyWhen a company
lengthens its product linelengthens its product line
beyond its current marketbeyond its current market
range (making additionalrange (making additional
products for upper orproducts for upper or
lower class users)lower class users)
Line FillingLine Filling
Adding more itemsAdding more items
within a productwithin a product
range to get morerange to get more
profits, fill missingprofits, fill missing
items in product line,items in product line,
utilize excessutilize excess
capacity, try to becapacity, try to be
leading as full lineleading as full line
company, to fill holescompany, to fill holes
to keep outto keep out
competitorscompetitors
Downward
Upward
Line PruningLine Pruning
Dropping weak
Items from
product line
Line PruningLine Pruning
Dropping weak
Items from
product line
Two-way

21. Brand/Trade MarkBrand/Trade Mark
 A name, term, sign, symbol, or design, or a combination of these,
intended to identify the goods or services of one seller or group of
sellers and to differentiate them from those competitors
 A Brand NameBrand Name consists of words, letters, or numbers that can be
vocalized
 Brand Mark is a part of brand that appears in the form of a symbol ,
design or distinctive color or lettering.
 A trademark is designated by the following symbols:

™ (for an unregistered trademark, that is, a mark used to promote or
brand goods);

℠ (for an unregistered service mark, that is, a mark used to promote
or brand services); and

® (for a registered trademark).
http://www.ipo.gov.pkhttp://www.ipo.gov.pk

22.  Anyone who claims rights in a mark may use the
TM (trademark) or SM (service mark) designation
with the mark to alert the public to the claim. It is
not necessary to have a registration, or even a
pending application, to use these designations. The
claim may or may not be valid.
 The registration symbol, ®, may only be used when
the mark is registered in the PTO. It is improper to
use the registration symbol at any point before the
registration issues.

23.  Terms such as "mark", "brand" and "logo" are
sometimes used interchangeably with
"trademark". "Trademark", however, also
includes any device, brand, label, name,
signature, word, letter, numerical, shape of
goods, packaging, color or combination of
colors, smell, sound, movement or any
combination thereof which is capable of
distinguishing goods and services of one
business from those of others.

24. Desirable Qualities For A Brand Name
 Suggest something about the product’s benefits or
characteristics ( fair & Lovely, ufone, Compuclinic, Mr.
books, Cakes & Cookies, Telenor, Hijjab, Bugrer king,
Candyland)
 Easy to pronounce, recognize, and remember
 Capable of being registered and legally protected
 It should be distinctive
 It should not carry poor meanings in other
countries and languages
 Be adaptable to additions of product line or product
mix (McDonald vs. Burger King or Pizza Hut,
Alaska Airline vs. United Airlines)

26. Advantages of Branding
 Brand name makes it easy for sellers to process
orders & track down problem
 Branding gives seller opportunity to attract a loyal
and profitable customer.
 Branding provides legal protection to seller
 Helps in segmentation
 Strong brands help to build corporate image, makes
it easy to launch new brands & gain acceptance of
distributors and consumers easily

27. Brand Name Strategies
 Individual names/branding- Company gives separate
names to its all products. ( Unilever, P & G)
 Company doesn't tie its reputation to the product in case
products fails or appears to be of low standard.
 Blanket family name/Corporate branding- Company
give same names to its all products/ company's name is used
as a product brand name
 less expenditures on brand name recognition
LG TV, LG radio, LG DVD, LG Fridge etc

28.  Separate family names for all products- When company
produces quite different products from each other then
gives separates names (Product line name) to all similar
products.
 Company Trade name combined with individual
product names-
 Simultaneously product & company recognition

29.  Co-brand- Brands bearing two or more well known brand
names (two separate companies or with two product line
names)
 multiple sponsor co-branding.
 Joint venture co-branding
 A fighting brand is a brand created specifically to counter
a competitive threat either by a company or by joint jenture
with other companies.
 Nestea is a brand of iced tea manufactured by Nestle & distributed by
The Coca-Cola Company. It competes with Unilever/Pepsi's Lipton
Iced Tea.

30.  A Premium Brand typically costs more than other
products in the category or which is the most widely
admired brands of the firm.
 When large Retailers buy products in bulk from
manufacturers and put their own brand name on
them, this is called private branding , store brand,
or private label.
 When a company sells the rights to use a brand
name to another company for use on a non-
competing product or in another geographical area,
this is referred to as Brand licensing.

31.  Derived brands
In this case the supplier of a key component, used by a
number of suppliers of the end-product, may wish to
guarantee its own position by promoting that component as
a brand in its own right.

32.  Brand Strategy decision
 Line Extension- Adding new sizes, styles, colors &
flavors to existing product
 Brand Extension (Sub-Brand)- famous Brand
name extended to new products.
An existing brand that gives birth to a brand extension is often referred to as the parent brand

33.  Multibrands- New brand name in existing product
line ( Dove, Lux, Lifebuoy)
 New Brand- new brand name for a newly established
product line

34. Brand equity
 Brand equity refers to the marketing effects or outcomes that a product
enjoys with its brand name compared with those that would be if the same
product did not have the brand name.. In other words, consumers'
knowledge about a brand makes manufacturers/advertisers respond
differently or adopt appropriately adept measures for the marketing of the
brand.
 The brand can add significant value when it is well
recognized and has positive associations in the mind of the
consumer. This concept is referred to as brand equity.
 Measures of Brand Equity
i. Brand awareness
ii. Perceived quality
iii. Brand Association
iv. Brand loyalty
v. Extra price payment

35. List of some famous protected trademarks
frequently used as generic terms
 Coke- (Coca-Cola Company) Popularly used to refer to any soft
drink; Also used for rival brands of cola (e.g., Pepsi)
 Formica- (Formica Corporation) Wood or plastic laminate
 Google- As a verb, to use a web search engine.
 Jeep- (Chrysler) Compact sport utility vehicle
 Vaseline- Petroleum jelly
 Walkman- often used generically for any portable stereo player
 Aspirin- Still a Bayer trademark name for acetylsalicylic acid in
about 80 countries, including Canada and many countries in Europe,
but declared generic in the U.S.
 Xerox- Photocopier or to make a photocopy
 TCS-
 Surf- a brand of laundry detergent made by Unilever

36.  Advertising slogans are short, often memorable
phrases used in advertising campaigns. They are
claimed to be the most effective means of drawing
attention to one or more aspects of a product. A
strapline is a British term used as a secondary
sentence attached to a brand name.
Rishta wahi, Soch nai

37. Packaging
 Activity of designing and producing the container or wrapper for a
product.
 3 levels
I. Primary Packing- Contains core product
II. Secondary package- Contains primary packaging
III. Shipping Package- contains products in bulk quantity.

38. •Protection against damage,
spoilage, tampering etc.
•Assistance in marketing
the product
•Provides Self service
opportunity in stores
•Portability

39. Labeling
 Simple tag attached to the product or elaborately designed printed
information appearing on or with the package.
Performs several functions:
 Identifies product or brand
 Describes several things about the product
 Promotes the product through attractive graphics.
Features of Labeling
 Product & company name
 Features of Product
 Open dating- product manufacturing & expiry dates
 Unit pricing- simple or through UPC
 Grade labeling- quality level
 Ingredients

40.  A bar code on a product’s package that provides
information read by optical scanners.
 UPC codes provide several advantages: labor saving,
improve inventory control, and help with marketing
research.
 The Green Dot is the license symbol of a European
network of industry-funded systems for recycling the
packaging materials of consumer goods
79400 80740

41. POLYTHENE TEREPHTHALATE (PET) is a
material widely used for packaging, especially
drinks containers. It is 90% recyclable
The CE marking
certifies that a
product has met
EU consumer
safety, health or
environmental
requirements.
CE stands for
Conformité
Européenne,
"European
conformity" in
French.

42. PromotesIdentifies
Competitive
Advantages
Describes
Sales
Tasks
Product
Safety
Packaging
Labeling
Packaging
Labeling