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Chapter 8Product and Services Strategy
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What is a Product?A Product is anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need. Includes:
Physical Objects Services Events Persons Places Organizations Ideas Combinations of the above
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What is a Service?A Service is a form of product that consist of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. Examples include:
Banking Hotels Tax Preparation Home Repair Services3
Products, Services, and ExperiencesTangible Good Pure With Tangible Accompanying Good ServicesHybrid Offer
Service With Accompanying Minor Goods
Pure Service
Soap
Auto With Airline Trip Accompanying Restaurant With Doctors Repair Accompanying Exam Services Snacks
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Levels of Product (Fig. 8.1)Augmented Product Installation Packaging Delivery & Credit Brand Name Quality Level
Core Benefit or Service
Features
Design
AfterSale Service
Warranty Actual Product Core Product5
Product Classifications Consumer ProductsConvenience Products Buy frequently & immediately
Shopping Products Buy less frequently
Low priced Mass advertising Many purchase locations i.e Candy, newspapers
Higher price Fewer purchase locations Comparison shop i.e Clothing, cars, appliances
Specialty Products Special purchase efforts
Unsought Products New innovations
High price Unique characteristics Brand identification Few purchase locations i.e Lamborghini, Rolex
Products consumers dont want to think about these products Require much advertising & personal selling i.e Life insurance, blood donation6
Product Classifications Industrial ProductsMaterials and Parts Capital Items Supplies and Services7
Product Classifications Other Marketable EntitiesActivities undertaken to create, maintain, or change the attitudes and behavior toward the following:
Organizations - Profit (businesses) and nonprofit (schools and churches). Persons Politicians, entertainers, sports figures, doctors and lawyers. Places - Business sites and tourism. Ideas (social ideas marketing) public health campaigns, environmental campaigns, and others such as family planning, or human rights. 8Place Marketing:Va cation spots are the subject of most place marketingCli ck orp ress space bar to r et u rn.
Individual Product Decisions (Fig. 8.2)Product Attributes Branding Labeling
PackagingProduct Support Services9
Product AttributesDeveloping a Product or Service Involves Defining the Benefits that it Will Offer Such as:Product QualityProduct Features Product Style & Design Ability of a Product to Perform Its Functions; Includes Level & Consistency Help to Differentiate the Product from Those of the Competition Process of Designing a Products Style & Function10
This Land-O-Lakes ad shows the depth of the brand.
BrandingConsistency Quality & Value
Attributes
Advantages of Brand Names Brand Equity
Identification
High Brand Loyalty Name Awareness
Strong Brand Association Perceived Quality11
Major Branding Decisions (Fig. 8.3)Brand Name SelectionSelection Protection
Manufacturers Brand Private Brand Licensed Brand Co-branding
Brand Sponsor
Brand StrategyLine Extensions Brand Extensions Multibrands New Brands
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Four Brand Strategies (Fig. 8.4)Product Category Existing Existing Brand Name Line Extension Dannon Yogurt Flavors New
Brand Extension Barbie Electronics
New
Multibrands Seiko Lasalle & Pulsar
New Brands Windex (by acquisition)
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Brand StrategyLine Extension
Existing brand names extended to new forms, sizes, and flavors of an existing product category.
Brand Extension
Existing brand names extended to new or modified product categories.New brand names introduced in the same product category. New brand names in new product categories.14
Multibrands
New Brands
Discussion ConnectionsList as many specific examples as you can find of each of the following:
brand licensing, co-branding, line extensions, and brand extensions.
Can you find a single brand that has done all of these? Pick and describe a familiar brand that has been widely extended. What are the benefits and dangers for this specific brand?15
This business-to-business ad offers to provide ecologically sound packaging.Besides its impact on the environment, what aspects of packaging can help/hinder product sales? How have these products become known by their packaging: Cracker Jacks? Capri Sun?
Packaging
Activity of designing and producing the container or wrapper for a product. Packaging used to just contain and protect the product. Packing now has promotional value and marketers should:
Establish a packaging concept, Develop specific elements of the package, Tie together elements to support the positioning and marketing strategy.16
A classic labeling example .
LabelingPrinted information appearing on or with the package. Performs several functions:
What about thi s l abe l he lps to se ll the pr oduc t?Click or pres s s pacebar to r et urn.
Identifies product or brand Describes several things about the product Promotes the product through attractive graphics.17
Product - Support ServicesCompanies should design its support services to profitably meet the needs of target customers and gain competitive advantage.How? 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.18
Product Line DecisionsProduct Line LengthNumber of Items in the Product Line
StretchingLengthen beyond current range
FillingLengthen within current range
Downward Two-Way Upward19
Product Mix DecisionsWidth - number of different product lines
Consistency
Length - total number of items in product lines Depth - number of versions of each product
Product Mix all the product lines & items offered
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Discussion ConnectionsUsing P&Gs Web site (www.pg.com) , its annual report, or other sources, develop a list of all the companys product lines and individual products. What surprises you about this list of products? Is P&Gs product mix consistent? What overall strategy or logic appears to have guided the development of this product mix?21
Nature and Characteristic of a ServiceIntangibilityCant be seen, tasted, felt, heard, or smelled before purchase. Cant be separated from service providers. Quality depends on who provides them and when, where and how. Cant be stored for later sale or use.22
Inseparability Variability
Perishability
The Service-Profit ChainHealthy Service Profits and GrowthInternal Service Quality
Satisfied and Loyal Customers
Satisfied and Productive Service Employees
Greater Service Value23
Marketing Strategies for Service FirmsManaging Service Differentiation
Develop differentiated offer, delivery and image. Empower front-line employees, Become Customer obsessed, Develop high service quality standards, Watch service performance closely. Train current or new employees better, Work on quality as well as quantity, Utilize technology.24
Managing Service Quality
Managing Service Productivity
International Product and Services MarketingDecide Which Products & Services to Introduce Decide How Much to Standardize or Adapt Packaging Presents New Challenges
Service Marketers Face Special Challenges Trend Toward Global Service Companies Will Continue25
Review of Concept ConnectionsDefine product and the major classifications of products and services. Describe the roles of product and service branding, packaging, labeling, and product support services. Explain the decisions companies make when developing product lines and mixes. Identify the four characteristics that affect the marketing of a service. Discuss the additional marketing considerations for services. 26