Setting Product and Brand Strategy
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This document discusses product and brand strategy. It defines what a product is and different types of products. It also covers product classifications, product mixes, and decisions around product lines. The document then defines what a brand is and discusses brand identity, building brand loyalty, brand equity, and challenges in branding. It concludes by covering packaging and labeling as marketing tools.
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this is ppt presentation on product management . it covers features of product ,product levels ,product classification ,product mix and product life cycle stratagies
Product
The document discusses the concept of products. It defines a product as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. It then discusses the meaning, features, levels, and classification of products. Products can be classified based on tangibility, durability, user type as consumer or industrial goods, and social benefit. The document also discusses product mix decisions, product line appraisal, and product hierarchy.
New Product Development
New product development (NPD) describes bringing a new product to market and involves overcoming challenges like defining specifications, managing resources, and coordinating groups. The NPD process includes stages like idea generation, screening, concept development and testing, marketing strategy development, business analysis, product development, test marketing, and commercialization. Implementing a structured NPD process helps businesses focus investment on promising projects and shorten the time from idea to revenue.
Service development and design
Service development and design: Challenges of service design, types of new services, core and supplementary elements, new service development process
Customer value and Satisfaction
Creating customer value is the driving force behind a company's goals, and identifying the appropriate customer value measure is not an easy task. Adding services, relationships, and experiences differentiates company offerings in the market. No real customer value exists without a close relationship with customers to understand their needs and provide sophisticated customer interactions.
Consumer behavior and factors influencing consumer behavior
The document discusses factors that influence consumer behavior, including cultural, social, personal, and psychological factors. Cultural factors encompass elements like culture, subcultures, and social classes that shape consumer values and preferences. Social factors include reference groups, family influences, and social roles/status. Personal factors pertain to individual characteristics like age, lifestyle, and income that affect purchasing decisions. Psychological factors are motivations, perceptions, learning, and beliefs/attitudes that drive consumer behavior at a subconscious level. Understanding these various influences is important for analyzing consumer decision-making processes.
PRICING DECISIONS & FACTORS INFLUENCING PRICING DECISIONS
- INTRODUCTION
- PRICE
- PRICING DECISIONS
- FACTORS INFLUENCING PRICING DECISIONS
- INTERNAL FACTORS
- COST
- COMPANY OBJECTIVES
- ORGANISATIONAL FACTORS
- MARKETING MIX
- PRODUCT DIFFERENTIATION
- EXTERNAL FACTORS
- COMPETITION
- DEMAND
- SUPPLIERS
- ECONOMIC CONDITIONS
- CONSUMERS
- GOVERNMENT
- CONCLUSION
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this is ppt presentation on product management . it covers features of product ,product levels ,product classification ,product mix and product life cycle stratagies
Product
The document discusses the concept of products. It defines a product as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. It then discusses the meaning, features, levels, and classification of products. Products can be classified based on tangibility, durability, user type as consumer or industrial goods, and social benefit. The document also discusses product mix decisions, product line appraisal, and product hierarchy.
New Product Development
New product development (NPD) describes bringing a new product to market and involves overcoming challenges like defining specifications, managing resources, and coordinating groups. The NPD process includes stages like idea generation, screening, concept development and testing, marketing strategy development, business analysis, product development, test marketing, and commercialization. Implementing a structured NPD process helps businesses focus investment on promising projects and shorten the time from idea to revenue.
Service development and design
Service development and design: Challenges of service design, types of new services, core and supplementary elements, new service development process
Customer value and Satisfaction
Creating customer value is the driving force behind a company's goals, and identifying the appropriate customer value measure is not an easy task. Adding services, relationships, and experiences differentiates company offerings in the market. No real customer value exists without a close relationship with customers to understand their needs and provide sophisticated customer interactions.
Consumer behavior and factors influencing consumer behavior
The document discusses factors that influence consumer behavior, including cultural, social, personal, and psychological factors. Cultural factors encompass elements like culture, subcultures, and social classes that shape consumer values and preferences. Social factors include reference groups, family influences, and social roles/status. Personal factors pertain to individual characteristics like age, lifestyle, and income that affect purchasing decisions. Psychological factors are motivations, perceptions, learning, and beliefs/attitudes that drive consumer behavior at a subconscious level. Understanding these various influences is important for analyzing consumer decision-making processes.
PRICING DECISIONS & FACTORS INFLUENCING PRICING DECISIONS
- INTRODUCTION
- PRICE
- PRICING DECISIONS
- FACTORS INFLUENCING PRICING DECISIONS
- INTERNAL FACTORS
- COST
- COMPANY OBJECTIVES
- ORGANISATIONAL FACTORS
- MARKETING MIX
- PRODUCT DIFFERENTIATION
- EXTERNAL FACTORS
- COMPETITION
- DEMAND
- SUPPLIERS
- ECONOMIC CONDITIONS
- CONSUMERS
- GOVERNMENT
- CONCLUSION
Product and brand management ppt
This document discusses various concepts related to products and product management. It begins by defining what a product is and categorizing products as tangible or intangible goods and services. It then discusses key product attributes and classifications such as consumer versus business products, durable versus non-durable goods, and convenience, shopping, specialty and unsought products. The document also covers topics like a company's product mix, width, length and depth. It discusses factors that influence changes to a product mix and outlines the new product development process in 7 steps. Finally, it provides an overview of a product's life cycle stages from development through decline and the associated marketing objectives and strategies at each stage.
Brand positioning
This document discusses various strategies for positioning a brand, including:
- Quality positioning - Focusing on a specific area of quality or expertise to differentiate from competitors.
- Value/price positioning - Emphasizing either a high-end or value-priced offering while ensuring quality.
- Benefit positioning - Highlighting the unique benefits of a product or service to appeal to consumer needs.
- Demographic positioning - Targeting brands towards specific age groups or genders.
- Competitor positioning - Establishing superiority by directly comparing to other similar brands.
- Cultural symbol positioning - Leveraging cultural icons to associate the brand with certain attributes.
Kissan jam
Kissan jam is a popular jam brand in India that was acquired by HUL in 1993. It has the largest market share for jam, ketchup, and squash products. Kissan targets upper and middle class individuals looking for a sweet breakfast option. Its marketing strategy involves television, print, and outdoor advertising as well as consumer and trade promotions. Kissan offers various jam flavors including pineapple, strawberry, mango, and apple. It aims promotional offers at kids to attract new customers. Though Kissan has a strong brand name and good distribution, its shelf life is limited and some consumers prefer healthier options like honey.
Brand positioning and identification
This document discusses brand positioning and identity. It defines brand positioning as how a consumer mentally ranks a brand in their mind based on attributes. Brand positioning involves differentiating a brand from competitors by offering better, newer, cheaper or faster products/services. It also outlines the brand positioning process and methods to differentiate, including product, service and image differentiation. The document also defines brand identity as how a company wants consumers to perceive its brands based on elements like symbols, logos and slogans. It provides examples of dimensions and elements that make up a brand's identity.
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This document provides an overview of product and brand management. It defines what a product is, discusses different types of products including consumer and business products. It also covers key product management concepts like the core benefit of a product, different levels of a product from the expected to the potential product, and strategies for managing a product portfolio including product line extensions and stretching a product line.
Product life cycle & marketing strategy
Product life cycles have distinct stages - introduction, growth, maturity, and decline. Each stage requires different marketing strategies to address changing demand and competition.
During introduction, demand is low and profits are negative as costs are high. Marketing focuses on creating awareness through promotions. In growth, demand and profits rise as acceptance increases and prices stabilize. Mature products have slowing growth, so marketing emphasizes price reductions and feature changes. In decline, sales fall as new products satisfy customer needs, so marketing focuses on reducing expenses to extract remaining value.
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Commodities & brands
Commodities are fungible goods that are indistinguishable across producers and have prices determined by supply and demand. Many iconic brands originated as commodities. Branding transforms a commodity into a differentiated product by establishing an idea or experience through advertising. Commodity advertising aims to expand the market through reminder and precipitation functions, while brand advertising focuses on persuasion and reinforcement to gain market share. For commodities as experience goods purchased frequently in small amounts, branding delivers emotional value to turn them into brands through celebrity endorsements or emphasized attributes, even if not objectively measurable. Successful branding of commodities depends on how easily advertising can communicate differentiating product attributes.
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Chapter 8 product, service, and brands (building customer value)
Disclaimer: I do not own the right in some few parts of this slide. Some slides credit goes to the individuals who share their slide.
FAIR USE:
"Copyright Disclaimer Under Section 107 of the
Copyright Act 1976, allowance is made for "fair use"
for purposes such as criticism, comment, news
reporting, teaching, scholarship, and research. Fair
use is a use permitted by copyright statute that
might otherwise be infringing. Non-profit,
educational or personal use tips the balance in favor
of fair use.".
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Product and brand management ppt
This document discusses various concepts related to products and product management. It begins by defining what a product is and categorizing products as tangible or intangible goods and services. It then discusses key product attributes and classifications such as consumer versus business products, durable versus non-durable goods, and convenience, shopping, specialty and unsought products. The document also covers topics like a company's product mix, width, length and depth. It discusses factors that influence changes to a product mix and outlines the new product development process in 7 steps. Finally, it provides an overview of a product's life cycle stages from development through decline and the associated marketing objectives and strategies at each stage.
Brand positioning
This document discusses various strategies for positioning a brand, including:
- Quality positioning - Focusing on a specific area of quality or expertise to differentiate from competitors.
- Value/price positioning - Emphasizing either a high-end or value-priced offering while ensuring quality.
- Benefit positioning - Highlighting the unique benefits of a product or service to appeal to consumer needs.
- Demographic positioning - Targeting brands towards specific age groups or genders.
- Competitor positioning - Establishing superiority by directly comparing to other similar brands.
- Cultural symbol positioning - Leveraging cultural icons to associate the brand with certain attributes.
Kissan jam
Kissan jam is a popular jam brand in India that was acquired by HUL in 1993. It has the largest market share for jam, ketchup, and squash products. Kissan targets upper and middle class individuals looking for a sweet breakfast option. Its marketing strategy involves television, print, and outdoor advertising as well as consumer and trade promotions. Kissan offers various jam flavors including pineapple, strawberry, mango, and apple. It aims promotional offers at kids to attract new customers. Though Kissan has a strong brand name and good distribution, its shelf life is limited and some consumers prefer healthier options like honey.
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This document discusses brand positioning and identity. It defines brand positioning as how a consumer mentally ranks a brand in their mind based on attributes. Brand positioning involves differentiating a brand from competitors by offering better, newer, cheaper or faster products/services. It also outlines the brand positioning process and methods to differentiate, including product, service and image differentiation. The document also defines brand identity as how a company wants consumers to perceive its brands based on elements like symbols, logos and slogans. It provides examples of dimensions and elements that make up a brand's identity.
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This document provides an overview of product and brand management. It defines what a product is, discusses different types of products including consumer and business products. It also covers key product management concepts like the core benefit of a product, different levels of a product from the expected to the potential product, and strategies for managing a product portfolio including product line extensions and stretching a product line.
Product life cycle & marketing strategy
Product life cycles have distinct stages - introduction, growth, maturity, and decline. Each stage requires different marketing strategies to address changing demand and competition.
During introduction, demand is low and profits are negative as costs are high. Marketing focuses on creating awareness through promotions. In growth, demand and profits rise as acceptance increases and prices stabilize. Mature products have slowing growth, so marketing emphasizes price reductions and feature changes. In decline, sales fall as new products satisfy customer needs, so marketing focuses on reducing expenses to extract remaining value.
The document discusses how product life cycles, demand, and optimal marketing strategies vary depending on the product, technology changes, and rate of customer adoption through innovators, early adopters,
Commodities & brands
Commodities are fungible goods that are indistinguishable across producers and have prices determined by supply and demand. Many iconic brands originated as commodities. Branding transforms a commodity into a differentiated product by establishing an idea or experience through advertising. Commodity advertising aims to expand the market through reminder and precipitation functions, while brand advertising focuses on persuasion and reinforcement to gain market share. For commodities as experience goods purchased frequently in small amounts, branding delivers emotional value to turn them into brands through celebrity endorsements or emphasized attributes, even if not objectively measurable. Successful branding of commodities depends on how easily advertising can communicate differentiating product attributes.
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Lux soap has progressed through the stages of its product life cycle in India. In the introduction stage, it focused on creating awareness of the product through selective distribution and promotional activities. In the growth stage, it expanded distribution and increased advertising to attract more customers. Currently in maturity, Lux offers differentiated products and higher prices to maximize profits while maintaining market share through brand advertising featuring celebrities.
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The document discusses the marketing strategy of segmentation, targeting, and positioning (STP). It defines market segmentation as dividing a market into distinct subsets of customers. It also explains market targeting as evaluating segment attractiveness and selecting segments to enter. Additionally, it describes market positioning as arranging for a product to occupy a clear place in consumers' minds relative to competitors.
Perceptual mapping
Perceptual mapping is a graphic display that shows customers' perceptions of product characteristics and brands. It helps understand how customers view a company's brand compared to competitors. There are two main methods for perceptual mapping - attribute-based which uses factor analysis of product attributes, and similarity-based which uses multi-dimensional scaling of perceived brand similarities. Both have advantages and disadvantages for understanding brand perceptions.
Product Differentiation
This document discusses product and service differentiation. It defines differentiation as distinguishing a product or offering to make it more attractive to a target market compared to competitors. Differentiation is done to defend prices, build a product range within firms, and drive innovation. Products can be differentiated based on attributes, relationships with customers, and linkages between firms. Key factors for differentiating products include price, form, features, customization, performance, quality, durability, reliability, reparability, and style. Service differentiation factors include ordering ease, delivery, installation, customer education, consulting, and repair.
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This document discusses product hierarchy and product mix. It defines the 6 levels of product hierarchy from basic needs to specific items. It then discusses the concepts of product systems, product mix, product line, and the width, length, depth and consistency of a product mix. It provides examples of line stretching, line filling, and line pruning as strategies to manage a product line. Finally, it outlines 5 product mix strategies including expansion, contraction, alteration, new uses, and trading up/down.
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Chapter 8 product, service, and brands (building customer value)
Disclaimer: I do not own the right in some few parts of this slide. Some slides credit goes to the individuals who share their slide.
FAIR USE:
"Copyright Disclaimer Under Section 107 of the
Copyright Act 1976, allowance is made for "fair use"
for purposes such as criticism, comment, news
reporting, teaching, scholarship, and research. Fair
use is a use permitted by copyright statute that
might otherwise be infringing. Non-profit,
educational or personal use tips the balance in favor
of fair use.".
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The chapter discusses key concepts in brand management including defining a brand, the importance of brands for consumers and firms, examples of strong brands, challenges and opportunities in branding, and the strategic brand management process. The strategic process involves 4 steps - identifying brand positioning and values, planning marketing programs, measuring brand performance, and growing brand equity over time. Strong brands create differentiation and value through elements such as vision, persistence, innovation and leveraging of assets.
Power of Branding - Dr. Robert Ristino, Clark University
Power of Branding - Dr. Robert Ristino, Clark UniversityProviders' Council (Massachusetts Council of Human Service Providers, Inc.)
Slides for Dr. Robert Ristino's keynote presentation to the Providers' Council's seminar on the Power of Branding on April 7, 2010 at the Crowne Plaza Hotel in Natick, Massachusetts. Dr. Ristino is an adjunct professor at Clark University. Ristino has a 30-year career in organizational communications and has served in public relations management positions at General Electric and UMass Memorial Healthy System.MARKETING-CH6
This document discusses key concepts in product, services, and branding strategy marketing from an Asian perspective. It defines what constitutes a product and service, explores the product-service continuum, and examines different types of consumer and industrial products. The document also covers important branding concepts like branding advantages, packaging, labeling, product support services, product line and mix decisions. It discusses managing service differentiation, quality, and productivity as well as challenges in international product and service marketing.
brand management-by ravish roshan,delhi
A brand is a name, symbol or design that identifies a product or service and differentiates it from competitors. Branding provides several advantages including legal protection, building loyalty, and minimizing harm to reputation. Developing a strong brand identity and equity through consistent messaging and meeting customer expectations over time is important. Choosing an effective brand name and developing rich brand associations through symbols, slogans and ambassadors can help create distinctive brands. Managing every customer touchpoint to align with the brand image is crucial for maintaining brand vitality.
Product and brand management
A product is anything offered by a company to satisfy customer needs, whether an object, service, or idea. Most new product development involves improving existing products, while less than 5% of new products are truly innovative. Companies estimate costs, sales, pricing, and profits through business analysis to determine an optimal price-volume mix for new products. Branding involves associating a name with tangible and intangible benefits to create customer loyalty and premium pricing. Managing brand equity requires nurturing the brand to avoid dilution from competitors or inconsistent products.
Product and brand management
This document discusses key concepts related to product and brand management. It defines what a product and brand are, and classifications of consumer and industrial goods. It also outlines different levels of brand meaning and power. Additionally, it covers advantages of branding, brand parity, strategies for naming and positioning brands, and uses of packaging and labels as marketing tools.
Kotler08basic 1227033656524572 8
This chapter discusses product, service, and branding strategies. It covers classifying products as consumer or industrial goods, and as convenience, shopping, specialty or unsought items. The key decisions companies make regarding their product lines, mixes and individual products are explained. The major elements of an effective branding strategy, including positioning, names, sponsorship and development are outlined. Four characteristics that make services different to market - intangibility, inseparability, variability and perishability - are identified. Additional product issues like social responsibility, international marketing and decisions around acquiring and dropping products are also highlighted.
Product, services, and branding strategies
The document discusses strategies for product, services, and branding. It defines key terms like product, service, and brand. It also discusses decisions around developing individual products, product lines, product mixes, and building strong brands. The document also covers characteristics of services and strategies for marketing services, as well as considerations around social responsibility and international marketing.
Marketing mix and product management
The document discusses key concepts related to marketing mix and product management. It defines the 4Ps of marketing mix as product, price, place, and promotion. It also introduces an expanded 7P marketing mix framework. Several product-related topics are covered, including product definition, classification, life cycle, branding, labeling, and strategies for innovative new products.
Branding and Brand Positioning / Marketing Management By Kotler Keller
This document provides an outline on branding and brand positioning. It defines what a brand and branding are, and lists advantages of strong brands such as improved perceptions, loyalty, margins, and marketing effectiveness. It discusses key aspects of branding including brand elements, equity, strategies, and portfolios. It also covers brand positioning and differentiating a brand through points of parity and points of difference. The document aims to educate on developing and managing brands for optimal market performance and value.
Branding101
A complete tour about Branding developed by Mr. Kevin Lane Keller and cosmetized by Adrian Monoranu.
Chp 3 the business of product management
The document discusses key concepts in product management including product definition, classification, development process, branding, and packaging. It covers:
1. Defining products as goods, services, or ideas and classifying them as consumer or business products.
2. The new product development process from idea generation to commercialization including techniques for generating ideas and evaluating concepts.
3. Managing existing products through line extensions, modifications, and potential deletion.
4. The importance of branding, developing brand equity, and different types of brands.
5. The functions and strategic importance of packaging, labeling laws, and universal product codes.
Product and brand management ppt @ bec doms 2009
The document discusses key concepts in product and brand management including defining a product, stages of new product development, challenges with new product success rates, and classifications of different types of products. It also covers brand elements like brand equity, brand power, managing brand equity, and strategies for branding, repositioning, packaging, and labeling.
Brand advertising
The document discusses brand management and customer-based brand equity. It defines what a brand is and discusses new challenges in branding. It introduces the concept of customer-based brand equity and how building strong customer brand knowledge and associations can provide benefits like greater loyalty and price premiums. The document outlines the strategic brand management process and emphasizes that for branding to be successful, customers must perceive meaningful differences between brands.
Branding and packaging
This document discusses branding and packaging strategies. It defines branding as names, logos, or symbols that distinguish a product. Branding provides identification, practicality, guarantees, and self-image for consumers. Packaging protects products, offers convenience, prevents waste, and promotes products. Selecting brand names and packaging considers ease of use, benefits, uses, differentiation, and compatibility. Strategies sustain growth through quality, features, models, distribution, and pricing.
Product services place_strategy
The document discusses marketing strategies for products and services at different stages of the product life cycle. It describes the roles of branding, packaging, and labeling for products. For services, it identifies four key characteristics: intangibility, variability, inseparability, and perishability. The document also discusses developing marketing objectives and differentiating services to address the unique characteristics of services.
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Power of Branding - Dr. Robert Ristino, Clark University
Power of Branding - Dr. Robert Ristino, Clark University
Branding and Brand Positioning / Marketing Management By Kotler Keller
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The document discusses how business and marketing practices are changing as a result of the new digital economy. Key drivers include digitalization, the internet, disintermediation and customization. Marketing practices are shifting from a product and transaction focus to prioritizing customers, relationships and lifetime value. E-business and e-commerce are changing how companies conduct business online through websites, e-purchasing and e-marketing. Effective marketing now requires customer relationship management through customized communications and individualized interactions using customer databases.
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