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MANAGING PRODUCTS

AND BRANDS

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THE PRODUCT LIFE CYCLE

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• Introduction Stage

• Growth Stage

• Maturity Stage

• Decline Stage• Deletion

• Harvesting

THE PRODUCT LIFE CYCLE

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Honda AdIntroductory stage

product

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Product life cycle for the stand-Product life cycle for the stand-alone fax machine for business use: 1970-2001alone fax machine for business use: 1970-2001

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• Some Dimensions of the Product Life Cycle• Length of the Product Life Cycle

• Shape of the Product Life Cycle

THE PRODUCT LIFE CYCLE

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Alternative product life cyclesAlternative product life cycles

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• Some Dimensions of the Product Life Cycle The Product Level: Class and Form

THE PRODUCT LIFE CYCLE

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Video game console and software life cycles by product Video game console and software life cycles by product class and product formclass and product form

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Categories and profiles of product adoptersCategories and profiles of product adopters

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• Role of a Product Manager

• Modifying the Product

• Modifying the Market• Finding New Users

• Increasing Use

• Creating New Use Situation

MANAGING THE PRODUCT LIFE CYCLE

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• Repositioning the Product• Reacting to a Competitor’s Position

• Reaching a New Market

• Catching a Rising Trend

• Changing the Value Offered Trading up Trading down Downsizing

MANAGING THE PRODUCT LIFE CYCLE

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• Branding

• Brand name

• Trade name

• Trademark

BRANDING AND BRAND MANAGMENT

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• Brand Personality and Brand Equity• Creating Brand Equity

BRANDING AND BRAND MANAGMENT

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Customer-based brand equity pyramidCustomer-based brand equity pyramid

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• Brand Personality and Brand Equity Valuing Brand Equity

• Licensing

• Picking a Good Brand Name

BRANDING AND BRAND MANAGMENT

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• Branding Strategies• Manufacturer Branding

Multiproduct branding

BRANDING AND BRAND MANAGMENT

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Alternative branding strategiesAlternative branding strategies

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• Manufacturer Branding

• Co-branding Multibranding Euro-branding

• Private Branding

• Mixed Branding

• Generic Branding

BRANDING AND BRAND MANAGMENT

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• Creating Customer Value Through Packaging and Labeling• Communication Benefits

• Functional Benefits

• Perceptual Benefits

PACKAGING AND LABELING

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• Global Trends in Packaging• Environmental Sensitivity

• Health and Safety Concerns

PACKAGING AND LABELING

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Express warranty Limited coverage Full coverage Implied coverage

PRODUCT WARRANTY