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Product and Brands


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product and their brands... how new product is made... steps and many more

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Product and Brands

  1. 1. PROD UCT
  2. 2. Product A product is anything that can be offered to a market to satisfy a want or need, including physical goods, services, experiences, events, persons, places, properties, organizations, information, and ideas.
  3. 3. Classifying Products • On the basis of Type of User Consumer goods Industrial/business goods • On the basis of Degree of Tangibility Non-Durable Goods Durable Goods Service
  4. 4. On the basis of Users
  5. 5. On the basis of Degree of Tangibility
  6. 6. Product Line Product Line A product line is a group of those products associated by functions, by consumer group, by distribution channel or by price range. Whole Milk Skim Milk 2% Milk
  7. 7. Product Mix Product Mix The total group of products that an organization makes available to customers A company’s product mix has certain: Width: How many different product lines the company carries? Product line length: Total no. of brands within special product line.
  8. 8. Product Line Stretching Increasing the number of products within an existing product range with similar products that have additional or different features.
  9. 9. Product Line Stretching
  10. 10. Types of Line Stretching Down-Market-Stretching Moving from upper market to segment below. Reasons : • Growth is slow at higher end. • Initial highly priced product stability. • Quality image & stretch decreases brings in volume. • To counter competition.
  11. 11. Down-Market-Stretching Toyota
  12. 12. Types of Line Stretching Upward Stretch: Moving from low priced product to upper end/ premium products. Reasons : • Higher margins at premium Product levels. • Increased growth rate. • Positioning as full line manufacturers.
  13. 13. Line Filling A business strategy that involves increasing the number of products in an existing product to take advantage of marketplace gaps and reduce competition.
  14. 14. Line Filling
  15. 15. BRAND Band is a “Name, term, sign, symbol or design or a combination of them intended to identify the goods and services of one seller or group of seller and to differentiate them from those of other sellers.” - American Marketing Association (AMA)
  16. 16. New Product New products are goods and services that differ significantly in their characteristics or intended uses from products previously produced by the firm.
  17. 17. What it takes to launch one commercially successful new product?
  18. 18. Reasons for New Product Failures • Bad Timing • Too Little Market Attractiveness • Poor Execution of the Marketing Mix: Name, Price, Promotion, and Distribution • No Access to Buyers • Insignificant Point of Difference • Poor Product Quality
  19. 19. Stages in the New Development Process
  20. 20. THE NEW-PRODUCT PROCESS-Idea Generation  Customer and Supplier Suggestions  Employee and Co-Worker Suggestions  Research and Development Breakthroughs  Competitive Products
  21. 21. THE NEW-PRODUCT PROCESS-Screening and Evaluation The first filter in the product development process, which eliminates ideas that are inconsistent with the organization’s new-product strategy or are inappropriate for some other reason.
  22. 22. THE NEW-PRODUCT PROCESS-Business Analysis • if positive, build a prototype Considerations in Business Analysis Stage Demand Cost Sales Profitability
  23. 23. THE NEW-PRODUCT PROCESS-Development  “Failure Analysis” Marketing strategy Packaging, branding, labeling Manufacturing feasibility Final government approvals if needed
  24. 24. THE NEW-PRODUCT PROCESS-Test Marketing The limited introduction of a product and a marketing program to determine the reactions of potential customers in a market situation.
  25. 25. THE NEW-PRODUCT PROCESS-Commercialization Most expensive stage • It is The process of introducing a new product into the market • It may involve heavy promotion and filling the distribution networks with the product. • Speed as a Factor in New-Product Success
  26. 26. QUIZEE
  27. 27. 1. PANTENE, GILLETTE, ORAL-B, VICKS ARE PRODUCT OF WHICH COMPANY 1. Uniliver 2. P&G 3. Dabur Nepal 4. PepsiCo 5. Parle
  28. 28. 2. You come first 1. Buddha Airlines 2. Tara Airlines 3. cosmic air 4. Guna air 5. Yeti Airlines
  29. 29. 3. To which company does the logo belongs to…. 1. WAL MART 2. PepsiCo 3. PAYPAL 4. AT&T 5. KFC
  30. 30. 4. Parash khadka, Bike 1. Bajaj 2. Honda 3. Hero 4. Kawasaki 5.Yahama
  31. 31. 5. IDENTIFY THE PICTURE 1. Ursul M. Burns (Xerox) 2. Indra Nooyi (PepsiCo) 3. Meg Whitman (Hewleet packard)
  32. 32. 6. Who is the Founder of Chaudhary Group…. 1. Lunkaran Das Chaudhary 2. Binod Chaudhary 3. Basanta Chaudhary 4. Nirvan Chaudhary
  33. 33. 7. Fair & lovely is the product of which company 1. Procter & Gamble 2. Unilever 3. Emami 4. Godrej
  35. 35. 9. NISHA ADHIKARI, DAYAHANG RAI & PAINTS… 1. Pashupati Paints 2. Asian Paints 3. G7 Paints 4. Reliance Paints
  36. 36. 10. Tasty-Tasty biscuit is a product of…. 1. kwality diet 2. Goodlife Biscuit 3. Pashupati Biscuit