market product_service_branding_strategies .ppt

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Product, Service, and Branding Strategies

Chapter 10PowerPoint slides

Express version

I nstructor name

Course name

School name

Date

Principles of Marketing,Sixth Canadian Edition
http://www.pearsoned.ca/kotler/


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Principles of M arketing, Sixth Canadian Edition

10.2

Learning Objectives

After studying this chapter, you should be able to:

Define product and the major classifications of products and

services

Describe the decisions companies make regarding their

individual products and services, product lines, and product

mixes

Discuss branding strategy-the decisions companies make in

building and managing their brands

Identify the four characteristics that affect the

marketing of a service and the additional

marketing considerations that services require Discuss two additional product issues:

socially responsible product decisions and

international product and services marketing


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10.3

Three Levels of Product

Product:anything thatcan be offered for

attention, acquisition, use,

or consumption to satisfy

a need or want

Service:any activityor benefit that can beoffered that is intangible

and does not result in

the ownership of

anything

Experiences:arememorable

Figure 10.1


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10.4

Product Classifications

Consumer goods:

Convenience goods

Shopping goods

Specialty goods

Unsought goods

Industrial goods:

Materials and parts

Capital items

Supplies and services

Marketable offerings:

Organizations

Person marketing

Place marketing

Social (ideas) marketing


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10.5

Product and Service Decisions

Product attributes:

Product quality

Product features

Product style and design

Branding:

Name, term, sign, or

symbol

Used to identify the

goods of a seller

Differentiate from itscompetition

Figure 10.2


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10.6

Product and Service Decisions (continued)

Packaging:

Hold the contents

Protect the product

Store, identify, and ship

the product

Place for labelling Used as a promotional

tool

Labelling:

Identify the product

Weights/measures

Description/instructions

Ingredients

Nutritional information

Figure 10.2


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10.7

Product Line Decisions

Product line:

Group of closely related products due to function, similar

target markets, outlets sold in, or similar pricing

Length:number ofitems in the line

Line stretching:adding items to either end

of the line, can be

upwards, downwards, or

both

Line filling:addingitems within the product

line

Product mix:set of allproduct lines

Width:# of product lines

Length:# of products in

lines

Depth:# of versions of each

product carried Consistency:how closely

related the product lines are


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10.8

Major Brand Strategy Decisions

Brand equity:

Positive differential effect that knowing the brand name has on

customer response to the product or service

Value of the brand based on awareness, recognition, loyalty

Used for line and brand extension strategies

Figure 10.3


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10.9

Major Brand Strategy Decisions(continued)

Brand name selection:

Suggest something about the products benefits

Easy to pronounce, recognize, and remember

Distinctive

Extendable

Ability to be translated into other languages Capable of being registered and legally protected

Figure 10.3


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10.10

Major Brand Strategy Decisions(continued)

Brand sponsorship:

Manufacturers (national) brands

Private (store) brand

Issues:

Slotting fees:

Profitability of private label to retailers Control of shelf space

Figure 10.3


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10.11

Brand Development Strategies

Figure 10.4


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10.12

Four Service Characteristics

Service: any activity or benefit that one party can offer to anotherthat is essentially intangible and does not result in the ownership of

anything

Figure 10.5


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10.13

The Service Profit Chain

The chain that links

service firm profits with

employee and customer

satisfaction

Internal service quality






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10.14

Marketing in Service Industries

Internal marketing:marketing by a service firm to train andmotivate customer contract employees to provide customer satisfaction

Interactive

marketing:marketing by a service

firm that recognizesthat service quality

depends on the quality

of the buyer-seller

interaction

Figure 10.6


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10.15

Managing Service Differentiation

Price competition

Differentiate offer by:

Innovative features

Service delivery

Images or symbols

Service quality

Service recovery

Service productivity


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10.16

Additional Product Considerations

Product decisions and social responsibility

Government regulation

Food and product safety

Pricing and advertising

Labelling, weights, and measures

Hazardous products

Product liability

International product and service marketing

Standardization versus local adaptation

Electrical standards, packaging

Cultural differences in meaning

Barriers to trade


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10.17

In Conclusion

The learning objectives for this chapter were:

Defineproductand the major classifications of products and

services

Describe the decisions companies make regarding their individual

products and services, product lines, and product mixes

Discuss branding strategy-the decisions companies make inbuilding and managing their brands

Identify the four characteristics that affect the

marketing of a service and the additional

marketing considerations that services

require Discuss two additional product issues:

socially responsible product decisions and

international product and services marketing

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