product & brand. objectives: define the term product. concept of services define the terms:...
TRANSCRIPT
PRODUCT & BRAND
Objectives:
• Define the term product.
• Concept of Services
• Define the terms: levels of product, product line, and product mix.
• Concept of branding
What is a Product?What is a Product?
• People buy want satisfaction rather than objects.
• A product is a bundle of physical, service, and symbolic attributes designed to satisfy a customer’s wants and needs.
Product ClassificationsConsumer Products
Product ClassificationsConsumer Products
Shopping ProductsShopping Products
> Buy less frequently> Higher price> Fewer purchase locations> Comparison shop
Clothing, appliances
Convenience ProductsConvenience Products
> Buy frequently & immediately> Low priced> Mass advertising> Many purchase locations
Fast Food, Candy, Newspapers
Specialty ProductsSpecialty Products
> Special purchase efforts> High price> Unique characteristics> Brand identification> Few purchase locations
Car, Computer
Unsought ProductsUnsought Products
> New innovations> Products consumers don’t want to think about> Require much advertising & personal selling
Life insurance, blood donation
Product ClassificationsIndustrial Products
Product ClassificationsIndustrial Products
Suppliesand
Services
Suppliesand
Services
Materialsand
Parts
Materialsand
Parts
CapitalItems
CapitalItems
Levels of ProductLevels of Product
BrandName
QualityLevel
Packaging
Design
Features
Delivery& Credit
Installation
Warranty
After-Sale
Service
CoreBenefit
orService
CoreBenefit
orService
Actual/Embodied(Basic+Expected)Product
Actual/Embodied(Basic+Expected)Product
CoreProduct
CoreProduct
AugmentedProduct
AugmentedProduct
Potential Product
Product Hierarchy:• Need Family: Entertainment• Product Family ( need satisfaction): Home
entertainment devices, Going outdoor, Hobby• Product Class (functional coherence): DVDs, Music
System, Television, Radio• Product Line: Television• Product Type: Plasma• Item: 50” Plasma Television• Brand: Sony Bravia
Concept of Service
Service Characteristics and Marketing Implication for Strategic Decisions
Service Characteristics
Marketing Implications Strategies
Intangibility-Cannot be stored, No patents, Communication problem, No ready display, Pricing difficulties
-Tangible clues, Personal sources, Post purchase comm. WOM
Inseparability Consumer involved in production, No mass production, Supply demand match
-Selection training of contact person, Manage consumer, Multi-site location
Heterogeneity-Standardization & Quality control difficult
-Industrialize & Customize
Perishability No inventorization-Cope with fluctuating demand & match through process
Core and Supplementary Servicesfor Courier Company
Overnight Overnight transportation transportation and delivery and delivery of packagesof packages
Problem solving
Billing statements
TracingDocumentation
Order taking
Supplies
Pickup
Advice andinformation
Marketing Mix: 3 more Ps
• People
• Process
• Physical evidence
Individual Product DecisionsIndividual Product DecisionsProduct
Attributes
ProductAttributes
BrandingBranding
PackagingPackaging
LabelingLabeling
Product SupportServices
Product SupportServices
Product Attribute Decisions
Product Attribute Decisions
QualityQualityQualityQualityFeaturesFeaturesFeaturesFeatures
DesignDesignDesignDesign
Product Items, Lines, and Mixes
Product ItemProduct Item
Product LineProduct Line
Product MixProduct Mix
A specific version of a product that can be designated as a distinct offering among an organization’s products.
A specific version of a product that can be designated as a distinct offering among an organization’s products.
A group of closely-related product items.
A group of closely-related product items.
All products that an organization sells.
All products that an organization sells.
Width/BreadthWidth/Breadth - number of
different product lines
Width/BreadthWidth/Breadth - number of
different product lines
LengthLength - total number of itemsin product lines
LengthLength - total number of itemsin product lines
Depth Depth - number of versions of each product
Depth Depth - number of versions of each product
Product Mix - Product Mix - all the product lines & items
offered
Product Mix - Product Mix - all the product lines & items
offered
Product Mix DecisionsProduct Mix DecisionsC
on
sist
ency
Dabur: Product Ranges• Health Care
– Health Supplements– Digestives– OTC-Health Care
• Personal Care– Hair Care– Oral Care– Skin Care
• Foods• Homecare• Consumer Health-Ethical
– General health– Digestive support– Joint support
• Professional Range
Breadth/Width:number of different product lines
Dabur: Health Care– Health Supplements
Dabur Chyawanprash 1 kg (Rs. 180.00)
500 gms (Rs.103.00)250 gms (Rs. 57.00)
Dabur Chyawanprash mango and orange, mixed fruits flavours” 500 gms (Rs.130.00) 250 gms (Rs. 75.00)
Sugar-free Dabur ChyawanPrakash Chocolate-flavoured granular Dabur Chyawan Junior Glucose D Dabur Honey
Digestives Hajmola Regular
Glass Bottle Sachet
Hajmola Regular Glass Bottle Sachet
Hajmola Candy Mint masti Albela Aam Chulbuli Imli
Pudin Hara Liquid Pearls
Pudin Hara Lemon Freeze Sachet Dabur Nature Care
– OTC Health Care Gastro Intestional
Dabur active antacid
Cough & Cold Dabur Honitus
cough remedy syrup Lozenges
Rejuventation Shilajit gold
Women’s health Dabur active blood purifier
Memory Enhancer Dabur Shankha Pushpi
Medicated Oils Dabur Badam Oil (Tail)
Baby Care Dabur Lal Tail Dabur Janam Ghunti Dabur Gripe water
Rubs and Balms Dabur Balm Double action
Depth:number of version of each product
Length: total number of items
in product lines
Length and Depth of Product Mix
BRAND???
Brand
It is a name, term, design, symbol,, or any other feature that identifies
one seller’s good or services as distinct from those of other seller.
A sum of parts
Functional ProductAttributes
Symbolic Values & Associations
Rational (Head) Emotional (Heart)
The Brand
+
Brands: CharacteristicsBrands: Characteristics
Advantagesof
Brand Names
BrandEquity
Advantagesof
Brand Names
BrandEquity LoyaltyLoyalty
AttributesAttributes
Quality & ValueQuality & ValueConsistencyConsistency
IdentificationIdentification
AwarenessAwarenessCredibilityCredibility
Defense AgainstCompetition
Defense AgainstCompetition
Brand StrategyBrand StrategyNew Brands
Line ExtensionsBrand Extensions
Multibrands
New BrandsLine Extensions
Brand ExtensionsMultibrands
Brand SponsorBrand Sponsor
Manufacturer’s BrandPrivate Brand
Licensed BrandCo-branding
Manufacturer’s BrandPrivate Brand
Licensed BrandCo-branding
Brand Name SelectionBrand Name SelectionSelectionProtection
SelectionProtection
Major Branding Decisions Major Branding Decisions
Good Brand Name:• Easy to remember and pronounce• Invokes positive association• Suggests a positive image• Reinforces product concept• Communicates product benefits• Says something about the user• Avoids linguistic traps
Brand-Name Decision:
• Individual Names: Coke, Fanta, Sprite• Blanket Family Name: GE, ABB
• Separate Family Name: Colgate, Palmolive, Axion
• Corporate Name + Individual Product Name: Godrej Eon, Honda Shine
Brand Sponsor:
• Manufacturer’s Brand: Indica
• Private Brand: Big Bazar-Tasty Treat, More-Feaster
• Licensed Brand: Coke
• Co-branding: Bank+ Insurance
Brand StrategiesBrand Strategies
Line ExtensionKellogg in different taste
MultibrandsLux, Rexona,Lifebuoy
Brand ExtensionJohnson baby soap, Johnson shampoo
New BrandsBoroline, EleenB
ran
d N
ame
Existing New
Product Category
Existing
New
Household Care Products | Surface Care - Colgate India
Packaging and Labeling ProductsPackaging and Labeling Products
PromotesPromotesIdentifiesIdentifies
Competitive Advantages
Competitive Advantages
DescribesDescribes
Sales TasksSales Tasks Product SafetyProduct SafetyPackaging
Labeling
Packaging
Labeling
Product - Support ServicesProduct - Support Services
• Step 1. Survey customers to assess the value of current services and to obtain ideas for new services.
• Step 2. Assess costs of providing desired services.
• Step 3. Develop a package of services to delight customers and yield profits to the company.
Companies should design its support services to profitably meet the needs of target customers and gain
competitive advantage.
How?
Supermarket trolley 'comes with DVD player'Tesco is reportedly to introduce trolleys to its supermarkets that come specially equipped with DVD and CD players for children.
The Daily Star says the retailer came up with the idea after finding that 75 per cent of parents find shopping with children stressful.
The store says the DVD could also feature educational features such as spelling and maths games.
Child psychologist Professor Kevin Browne says the store's move is a great idea for keeping children busy.
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