managing products & brands. a product has…. core customer value – benefits associated...
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Managing Products & Brands
A product has….
• Core customer value– Benefits
• Associated Services (augmented product)– Financing– Warranty– Support
What is a Product?
• Tangible good• Idea• Service• Person
Types of Consumer Products
• Convenience• Shopping• Specialty• Unsought
Convenience
• Relatively inexpensive• Little shopping effort• Without much planning• Require wider distribution
Unsought Products
• Known but not actively sought• New products• Products we don’t wan to think about
Shopping Products
Homogeneous• Similar• Look for lowest price
Heterogeneous• Different• Price, quality varies• Personal benefit
More expensive than convenienceFound in fewer stores
Specialty Products
• Extensive search• Reluctant to accept substitutes• Selective, status advertising• Limited/exclusive distribution
Managing the product
• Product item
• Product Line– Closely related products
• Product Mix – all the products sold
Managing Products
• Width/Breadth– Number of product lines
• Product Line Depth– Number of products in a product line
• Changes– Increase/decrease breadth• Eliminate/Add a Product line
– Increase/decrease depth• Eliminate/Add a product item to a Line
Managing Products
• Product Modification– Changes one or more of a product characteristic• Quality• Functions• Style• Planned Obsolence
Managing Products
• Repositioning– Changing consumers’ perceptions of a brand– Changing target market
Branding
• And we are back to telling our story• Brand is more than a story; there are elements• Brand is– Name, term, symbol, design, or combination that
identifies a seller’s products and differentiates them from competitors
– Brand Name: can be spoken (GM)– Brand Mark: elements that cannot be spoken
(Chevy symbol, Apple’s apple)
Importance of Branding
• Establish Brand Equity– Value of company and brand names– Measured on awareness, perceived quality, brand
loyalty– Can leverage equity to sell other products
Why Brand?
• Facilitates Purchases• Establish Brand Loyalty• Protect from Competition• Protect from Price Competition• Reduce Marketing Costs
Branding Strategies
• Ownership• Name• Brand Line Extension• Co-branding• Licensing
Ownership
• Manufacturer Brands• Private Label brands– Premium– Generic– Copycat– Exclusive co-brands
Manufacturer vs. Private
Manufacturer• Advertise to consumer• Strong consumer loyalty• Attract new customer’s• Enhance store• If bad customer experience
with product does not affect store
Private• Higher profits• Drop other brands in favor
of own• Ties customer to store• Control of distribution
Name
• Individual– Products vary enough to have own name– P&G different detergents
• Family– Selling different products under same brand name• Jack Daniel’s• Absolute• Tide
Co-branding
• Two or more brand names on a product or its package
Brand Line Extension
• Use brand name for different product line• Line extension– Use of brand name within same line
Licensing
• Contractual agreement• Allow a firm to use brand name, logo, etc. for
a fee• Common in toys, apparel, and video games.
Packaging
• Primary package– The one the consumer uses
• Secondary package– Wrapper/Exterior– In line with Branding– UPC symbol– Attracts attention– Differentiate from competition
• Labeling– Persuasive– Informational– Greenwashing
Packaging Functions
• Contain and protect product• Promote product• Facilitate storage, use and convenience• Facilitate recycling and disposal
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