marketing ppt1

8/3/2019 Marketing Ppt1

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GROUP MEMBERS : COURSE FACILITATOR:

ANAM JABBAR SHAIKHRAHUL AHUJA SIR MUHAMMAD ALI

SAJJAD GOPANG

SINDHU NAREJO

ZEESHAN ABBASI

GROUP LEADER:

UZAIR GULZAR SHAIKH .

PRODUCTS, SERVICES & BRANDING

STRATEGIES.


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Objectives Topic: Product & Services Strategies. Product

Products, services & Experiences

Level of product & services:

Product & Service classification:

Branding & its Advantages

Packaging & its Advantages

Labeling

Product line decision

Product line length

A company product mix possesses 4 majordimensions

Brand Equity & its Advantages

The Nature & Characteristics of services

Marketing strategies for service firms

Suggestion


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Objectives

Topic: General Strategies For Global Branding

Introduction

Kinds Of Brand

The Brand Environment Internal Factors & External factors

IMPACT ON BRAND STRATEGIES

Kinds Of Specialists

Conclusion

Refrences


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Product

Anything which is offered by markets for the consumption purpose that may satisfyneeds or wants of customers.

Products, services & Experiences

A market provide products (tangible goods) known as a vegetables, flour, automobiles& cell phones.

Services are the intangible goods known as a (financial services), Experian &m

emor

able.Level of product & services:

It includes core benefits, actual product & augmented products.

The initial point is core benefit which assures the question that, what buyers like to buy.

One who plane the product that person must convert core benefit into actual product.

The planners of product must create an augmented product around the core benefit.

Example of core product benefit: Core product is most basic level, what consumerreally wants to buy in terms of benefits. Such as: Biscuits,soaps,Medicines & alsocosmetic kinds of items.

Example of actual product: It includes features, branding, designs &styles of theproduct. Such as: Vaseline forPetroleum Jelly, Roller blade for inline skates & Kleenexfor tissues.

Example of augmented product: A product to which additional products & services areadded. Such as : MacDonald & Helicon plasma CVD equipment.


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Product & Service classification

Consumer product: Such a goods & services that purchased by final consumers for thepersonal use.

Convince Product: Such a consumer goods which consumers use in theirroutine life.

Its best examples are: Bread, Butter, Milk & Eggs.

Shopping Products: Such a products which consumer purchase or buy after having

information about its quality, price & resale value. It includes: Gold, Diamond, Luxury

Vehicles & luxury apartments.

Specialty Product: It is preferredon high brand & as well as loyalty. It requires high

cost for the purchasing of products.

Unsought Products: Such a products which consumers generally would not like to

buy. In this lot of efforts of an advertisement are requiredfor its promotion.

Industrial Products: It is a raw material which requiredfurther processing to come

into the shape offinal good.

Material & Parts: It includes raw material, manufacturedmaterials & parts.


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Capital Items: Industrial goods which aid in buyers production or in those products

which requiredfurther processing.

Supplies & Services: It includes starting supply or stuff like pencils & papers.

Organizations, Persons, Places & Ideas:

OrganizationalMarketing: It includes companies snap advertising.

PersonalMarketing: It includes implementation to political candidates. It includes

entertaining sports figure & professionals.

Place Market: It involves tourism sector.

SocialMarketing: Methods usedfor the promotion of the product.


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Branding

This is about logoor symbol which evident market or sellerof products or services.

Example: Fallowing are brands ofunilever: Axe, blue band, sunslik, lipton ,dove, lux &knorr.

Advantages of Branding:

Branding support to boost familiarity of product.

Branding is supportive handfor buyer in the terms of acknowledgement about product.

Branding is beneficial for seller as well as formarket. The maintenance of brand is major taskformarketers.

Packaging: Such activities which involve products tofinalize them with the help ofwrappering them. Packaging plays vital role to influence on costumers.

Advantages of Packaging:

Imp

ortant c

omp

onent

form

arket.

Attract Attention.

Describe Product.


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Labeling

It describes specification of products.

Labeling includes:

Product identification.

Describe stuffof points linked with product.

Unit price

Open dating

Product Line Decision: Such a products which gives same functions in the sense of someoutlets & fall with in similar price range.

Example of unilever company: As unilever provides many such kinds of product whichgives same functions such as : Sunslik,clear,lux & dove all are products ofunilever andthey give same function.

Product line length : The line is too short, ifmanager wants to increase price by adding

other products, the line will is long ifmanager can expand profit level by eliminatingitems.

Line stretching: It includes goods either the price of goods is high or low than theexisisting line.

DownMarket stretch: A company positioned in the middle market may want tointroduce a low price items.

Up Stretch:

Companies may wish to enter the high endof the market formore growth, highermargins or simply to position themselves as full time manufacturers.


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A company product mix possesses 4 majordimensions.

Width: The set ofdiscriminative goods company sustain.

Length: The exact or total numberofItems Company sustain in product line.

Depth: The numberofmodels offeredfor each product in the product line.

Consistency: It is about close interrelation ofdifferent product lines which are in enduse.

Brand Equity: It is positive orfruitful effect that consumers known about the brand name

& ho

w theyr

espo

nse to

produ

ctsor

ser

vices. Advantages of BrandEquity:

Supportive hand to enhance company to introduce new products.

Boost awareness of costumers.

Strong brand liability.

Brand Valuation: It describes financial position of brand.

CostumerEquity: The b

ran

ddevel

ops the val

ue

ofc

ons

ume

r

relati

onship.

Brand Development

Line Extension: In this company expand product line, such as company introduces newflavors, colors & package size.

Example: Initially unilever provides single flourof lux soap but now unilever providesdifferent flavors of lux soap like in the flavor almonds, rose & milky. Unilever alsoprovides different colors in lux soap like in rose color, sky color & half white color.Unilever also provides different sizes of lux soap like medium, large & small.


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Brand Extension: Company involves effective brand name to introduce newproduct in new category.

Example: Uniliver have introducedmany new brands along with time.such as

OMO washing powderof clothes & lynx body spray. Multi Brand: Multi brandofferdifferent characteristics & asks todifferent buying

motives.

Example: Unilever has establishedmany different features of their products toattract their consumers. like unilever provides different features in theirfood

product like cornetto in different brands.

New Brand: When organization wants to produce new products in markets forthat first company also need to introduce new brand.

Services Marketing:

Government offers services in the shape ofcourts, jobs services & health careservices.

Not for profit organization: Services are offer through museums & colleges.

Business organization: Organization offer services through airlines, banks &

hospitals


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The Nature & Characteristics of services:

Intangibility: Services which can not be seen, tested & felt.

Inseparatability: Such a services which can not be performed without its providers or

frommachines.

Perishability: Such a services which can not be storedfor lateruse or sale


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Marketing strategies for service firms

Service-profit chain: The chain which is linked with service firm profits withemployees & consumersatisfaction.

The chain consists of 4 links:

Internal service quality.

Employees selection & training.

Quality work environment.

Strong support for there dealing.

Greater Service Value: It includes powerful costumer value.

Satisfied & Loyal Costumers: Loyal, satisfied & purchasershouldrepeat

purchasing.

Health service profit & growth: Includes great performance.

Internal marketing: Internal marketing is a process that took place with in a

organization.

Interactive marketing: In this buyer lookfor the nature & applications of

goods they want to purchase & seller try to complete demandorrequests


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Suggestions

In this article I have quotedfew examples ofunilever so that is why iam

giving few suggestion forunilever.

Unileverneeds to increase its brand to be a numberone company in world.

Unilevermust introduce their products in those fields where unileverdoes not

po

sses any produ

ct line. Unilevermust improve its labeling is its some items.

Unilevershould increase its distributors areas like larkana.

Unilevermust maintain its multi brands.

Unileverneed to increase its brands in food items


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General Strategies ForGlobal Branding

Introduction

The effects that this globalization have hadfrom the last decenniumof 20th century

this is not a new orunique know in this periodof time the process has only being

giving an added impact by political, technological and economical development.

Brands has being spectacular new brands are seemingly born global or at the very

least experience which quickly role out markets ofhome andother country

markets a long established brands have theirdominant positions across the world

as compare to local Brand but local brands also encountering the opposition and

alsofinding the way it fight back some global brands managing local institutions

just tofill a local role in the societies but international (global) has specific

opportunities and limitations when it comes to standardor localization we

introducedfour general strategies to examine internal and external factors thatinfluence the general brands strategies than extended to 20 strategies subtypes.


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Kinds Of Brand BRAND DOMAIN :

Br

and

sdom

ain ar

e exper

ts ino

neor

mor

eof

the br

and

dom

ain aspects(products/services, media, distribution, solution) they requires a knowledge of aproduct what types of products customer behavior and needs alsofor the technologyshaping the brands domain specialist like a cheetah hunter with the superior speed tochase and claws and teeth to kill these animals domain specialist are same like cheetahare very familiar with the habits of its prey.

BRA

ND REPUTATIO

N:

In brandreputation that type of products who are superior to all have a full reputationsno competitor will compile you can take the example of any company unilevercompanies or kolson without giving the advertisement and information toourcustomers our customers know that products because these products are fully reputatedeveryone know the quality of that product and brandreputation specialist is like a horsebecause the qualities of horse is grace, speed and looks good thats why a brandreputation is like a horse the quality of that products is good everyone likes the product.


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BRAND AFFINITY:

The goodwill that a brand has established among consumers

Coca-Cola vs. Pepsi cola

Brand Recognition:

A brand is the identity of a specific product, service, or business . A brand

can take many forms, including a name, sign, symbol, color

Suzuki

Coca-Cola


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The BrandEnvironment

It is all about the Company ororganization in the society

Internal Factors:

Internal factors are those who effect andorganization

internally

Such as: Suppliers, Distributers , Staff

External Factors:

External factors are those which effect on organizationexternally

Example:Government

Competitors

Customers


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IMPACT ON BRAND STRATEGIES

The factors discussed above each have theirown specific impact on the four general

brand strategies and their strategy sub-types. Due to the limitations of its format, this

paperfocuses on factors that influence the four general strategies only.

We also limit the discussion toone global branding issues that has attracted a lot of

Attention among practitioners in recent years, namely brand harmonization or

Standardization. This is not say that the factors discussed above do not also have

profou

nd

eff

ecton

othe

rgl

obal b

ran

ding iss

ues s

uch as gl

obal b

ran

dextensi

ons,

Rationalizing a global brand portfolio, global brand architecture and co-branding

Global brands.


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Kinds Of Specialist

Domain Specialists

Domain specialists generally require economies ofscale to be able to sustain theirinvestments in constantinnovation Domain specialists can also be prone to cultural conventions, especially beliefs and customs directlyrelated to the products orservices involved. For instance, there is a

Traditional beliefin Chinese culture about the efficacy ofcertain herbs

Reputation Specialists

Reputation specialists are often good at tweaking theirbrands to ensure relevance

o consumers in specific societies. This means that brand andmarketing management need to be largely localized,with a largely a guiding taskforglobal

Management.

Affinity Specialists

Affinity specialists are able to pluck then heartstrings ofconsumers. They way they

do sodiffers markedly between brands,

Recognition Specialists

Recognition specialists succeed by using two aspects, namely consumers. Inability

to discriminate between a multitude ofbrands in a category and theirinability to

Know more than a few brands in a category.


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Conclusion

Whateverthe factors discussed in this article that brand internationally

depend apoun those factors. Brand strategy can not be given & needs

to continue achieving. Brand Managers must take those decisions

which linked with effective brands in specific market. It consists of

internal & external influences on brand.


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References

www.googlescholar.com

www.wikipedia.com

www.tornito.com

www.unilever.com.pk


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marketing ppt1

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