selling product and brand
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8/13/2019 Selling Product and Brand
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Sett ing Product and
B rand Strategy
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What is a Product?
Goods
Services
Experiences
Events
Persons
Places
Properties
Organizations
Information
Ideas
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The Product and Product Mix
Potential customers judge product
offerings according to three
elements:
Product features and qual ity
Services m ix and qual i tyValue-based prices
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The Product and Product Mix
The customer value hierarchy:
Core benefi t
Basic product
Expected product
Augmented product
Potent ial produ ct
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The Product and Product Mix
Product
Classifications
Durabi l ity and
tangibi l i ty
Consumer goods
Industr ial goods
Nondurable
Tangible
Rapid ly consum ed
Example: Milk
Durable
Tangible
Lasts a long t ime
Example: Oven
Services
Intangible
Example: Tax p reparat ion
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The Product and Product Mix
Product
Classifications
Durabi l ity and
tangibi l i ty
Consumer goods
Industr ial goods
Classified by
shopping habits:
Convenience
goods
Shopp ing goods
Special ty goods
Unsought goods
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The Product and Product Mix
Product
Classifications
Durabi l ity and
tangibi l i ty
Consumer goods
Industr ial goods
Materials and parts
Farm produ cts
Natural p roduc ts
Component mater ials
Component par ts
Capital items
Instal lat ions
Equipment
Supplies and businessservices
Maintenance and repair
Advisory serv ices
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The Product and Product Mix
Product mix dimensions:
Width:number of product l inesLength:total number of i tems in m ix
Depth:number of produc t var iants
Consistency:degree to whichproduc t l ines are related
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Product-Line Decisions
Product-Line Analysis
Product-Line Length
Product-Line Modernization,
Featuring, and Pruning
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Brand Decisions
The AMA definition of a brand:
A name, term, sign, symbol, ordesign , or a combinat ion o f these,
intended to ident i fy the goods or
serv ices of one sel ler o r g roup of
sel lers and to d if ferent iate them
from the competition.
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Brand Decisions
Brands can convey six levels of
meaning:
Att r ibutes
Benef i ts
Values
Culture
Personal i ty
User
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Brand Decisions
Brand identity decisions include:
Name
Logo
Colors
Tagline
Symbol Consumerexperiences create brand
bonding, brand advertising does not.
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Brand Decisions
Marketers should attempt to create or
facilitate awareness, acceptabi l i ty,
preference, and loyaltyamongconsumers.
Valuable and powerful brands enjoy
high levels of brand loyalty.
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Brand Decisions
Aaker identified five levels of
customer attitudes toward brands:
Wil l change brands, especial ly for pr ice.
No b rand loyal ty .
Satisf ied -- has no reason to change.
Sat isf ied -- sw itching wou ld incur cos ts.
Values brand , sees it as a friend .
Devo ted to the brand .
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Brand Decisions
Brand equ i tyrefers to the positive
differential effect that a brand name
has on customers.
Brand equity:
is related to many facto rs.
al low s for reduced market ing costs .
is a major con tr ibu tor to custom er equi ty .
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Brand Decisions
Key Challenges
To brand o r not
Brand sponso r
Brand name
Brand s trategy
Brand repos i t ion ing
Advantages ofbranding:
Facil i t ates orderprocessing
Trademark protect ion
Aids in segmentat ion
Enhances co rporate
image
Branded goods are
desired by retai lers
and dist r ibutors
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Brand Decisions
Key Challenges
To brand o r not
Brand sponso r
Brand name
Brand s trategy
Brand repos i t ion ing
Options include:
Manufacturer
(nat ional) brand Distr ibutor
(reseller, sto re,
house, pr ivate)
brand Licens ing the
brand name
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Brand Decisions
Key Challenges
To brand o r not
Brand sponso r
Brand name
Brand s trategy
Brand repos i t ion ing
Strong brand names:
Suggest benefi ts
Suggest produ ctqual i t ies
Are easy to say,
recognize, and
remember
Are dist inct ive
Should not carry poor
meanings in other
languages
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Brand Decisions
Key Challenges
To brand o r not
Brand sponso r
Brand name
Brand s trategy
Brand repos i t ion ing
Varies by type of brand
Funct ional brands
Image brands
Exper ient ia l brands
Line extensions
Brand extensions
Multibrands
New brands
Co-branding
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Brand Decisions
Key Challenges
To brand o r not
Brand sponso r
Brand name
Brand s trategy
Brand repos i t ion ing
A brand repo rt cardcan be used to audita brands strengthsand weaknesses.
Changes inpreferences or the
presence of a newcompetitor mayindicate a need forbrand repositioning.
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Packaging and Labeling
Packaging includes:
The pr im ary package
The secondary package
The sh ipping package
Many factors have influenced theincreased use of packaging as amarketing tool.
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Packaging and Labeling
Developing an effective package:
Determ ine the packaging concept
Determ ine key package elements
Test ing:
Engineering tests
Visual tests
Dealer tests
Consumer tests
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Packaging and Labeling
Labeling functions:
Ident i f ies the product or b rand
May ident i fy produc t grade
May descr ibe the produc t
May promote the product
Legal restrictions impactpackaging for many products.
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