This slide describes the aspects of products and services in the Philippine Setting. This slideshow describes branding in terms of the use of Products and Services.

1. Products and Services:
Building Brands

2. Products
• Anything that can be offered to a market for
attention, use, or consumption that may satisfy a
need or a want.
• It includes:
▫ Services
▫ Events
▫ Persons
▫ Places
▫ Organizations
▫ Ideas

3. Services
• Products that consist of activities, benefits, or
satisfactions offered for sale that are essentially
intangible and do not result in the ownership of
anything

4. Building Brands
• The creation and management of customer
experiences with their brands or company.
“It’s not so much the shoes but where
they take you.”

6. Product Levels

7. Product Classifications
• Consumer Products
▫ Products bought by final consumers for
personal consumption
▫ Types:
 Convenience Products
 Shopping Products
 Specialty Products
 Unsought Products

8. Convenience Products
• Products that are usually bought frequently,
immediately by consumers, and with minimal
comparison and buying effort from the
consumers.

9. Shopping Products
• Products that are purchased less frequently than
consumer products that customers compare
carefully on sustainability, quality, price, and
style.

10. Specialty Products
• Products with unique characteristics, or brand
identification for which a significant group of
buyers is willing to make a special purchase
effort.

11. Unsought Products
• Products that the consumer either does not know
about or knows about but does not normally
consider buying

12. Product Classifications
• Industrial Products
▫ Products bought by individuals and
organizations for further processing or for use
in conducting a business.
▫ Types:
 Materials and Parts
 Capital Items
 Supplies and Services
• Organizations, Persons, Places and Ideas

13. Product Attributes
• Product Quality
• Product Features
• Product Style and Design

14. Branding
• Brand
▫ A name, term, symbol, design or a combination of
these that IDENTIFIES the products or services of
one seller or group of sellers and
DIFFERENTIATES them from those competitors.

16. Packaging
• Traditionally, packaging is primarily used to hold
and protect the product.
• In recent years, packaging has become an
incredible marketing tool attracts attention,
describes a product, and in the endpoint make a
sale.

18. Labeling

20. Product Line

21. Services Marketing

22. Characteristics of Service

23. Marketing Strategies
• The Service Profit Chain
▫ The chain that links service firm profits with
employee and customer satisfaction.
▫ This consists of Five Links:
 Internal Service Quality
 Satisfied and Productive Service Employees
 Greater Service Value
 Satisfied and Loyal Customers
 Healthy Service Profits and Growth

24. Service Profit Chain
• Internal Service Quality
▫ Superior Employee Selection and Training
▫ Quality Work Environment
▫ Strong Support for those dealing with customers

25. Service Profit Chain
• Satisfied and Productive Service Employees
▫ Satisfaction of Employees which leads to:
▫ Employees being Hardworking which leads to:
▫ Employee Loyalty

26. Service Profit Chain
• Greater Service Value
▫ More Effective and Efficient customer value
creation and Service delivery

27. Service Profit Chain
• Satisfied and Loyal Customers
▫ Customers who remain loyal, repeat purchase, and refer
other customers.

28. Service Profit Chain
• Healthy Service Profits and Growth
▫ Superior Service Firm performance

30. Internal Marketing
• Orienting and motivating customer-contact
employees and supporting service people to
work as a team to provide customer satisfaction

31. Interactive Marketing
• Training service employees in the fine art of
interacting with customers to satisfy their
needs.

33. Branding Strategy

34. Brand Equity
• The differential effect that knowing the brand
name has on customer response to the product
or its marketing.

35. Brand Strategy Decisions

36. Brand Positioning
• the marketer should establish a mission for the
brand and a vision of what the brand must be
and do.
• A BRAND is the company’s promise to deliver a
specific set of features, benefits, services, and
experiences consistently to buyers.

39. Brand Name Selection

41. Brand Sponsorship

42. Manufacturer’s Brands

43. Private Label Brands

44. Co-Branding