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Product, services, and branding strategy. Chapter 8 презентация
Содержание
- 1. Product, services, and branding strategy. Chapter 8
- 2. Learning Goals Understand products and the major
- 3. Produce 7.5 million doughnuts each day Sell
- 4. Definitions Product Anything offered to a market
- 5. What is a Product? Products, Services, and
- 6. What is a Product? Convenience Shopping Specialty
- 7. What is a Product? Convenience Shopping Specialty
- 8. What is a Product? Convenience Shopping Specialty
- 9. What is a Product? Convenience Shopping Specialty
- 10. Product and Service Classifications Consumer products Industrial
- 11. Product and Service Classifications Organizations, persons, places,
- 12. Product and Service Decisions Individual Product Product
- 13. Product and Service Decisions Product line
- 14. Product and Service Decisions Individual Product Product
- 15. Product and Service Decisions Individual Product Product
- 16. Product and Service Decisions Individual Product Product
- 17. Branding Strategy Brand equity is the positive
- 18. Branding Strategy Brands with strong equity have
- 19. Brand Strategy Brand Positioning Brand Name Selection
- 20. Brand Strategy Brand Positioning Brand Name Selection
- 21. Brand Strategy Brand Positioning Brand Name Selection
- 22. Brand Strategy Brand Positioning Brand Name Selection
- 23. Managing Brands Brands are known through advertising,
- 24. Services Marketing Services Account for 74% of
- 25. Characteristics of Services Intangibility Consumers look for
- 26. Service Firm Marketing Strategies The Service-Profit Chain
- 27. Product Decisions and Social Responsibility Acquiring and
- 28. International Product and Services Marketing Special challenges:
Слайд 2Learning Goals
Understand products and the major classifications of products and services
Learn
Understand branding strategy
Identify the four characteristics that affect the marketing of a service
Realize additional product issues
Слайд 3Produce 7.5 million doughnuts each day
Sell more than doughnuts; they sell
New store openings are eagerly anticipated in part due to extensive promotion
Case Study
Krispy Kreme
Слайд 4Definitions
Product
Anything offered to a market for attention, acquisition, use, or consumption
Service
A form of product that consists of activities, benefits or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.
Goal 1: Understand products and their classifications
Слайд 5What is a Product?
Products, Services, and Experiences
Market offerings may consist of
Experiences are used to differentiate offerings
Levels of Product and Services
Core benefit, actual and augmented product
Product and Service Classifications
Consumer products and industrial products
Goal 1: Understand products and their classifications
Слайд 6What is a Product?
Convenience
Shopping
Specialty
Unsought
Frequent purchases bought with minimal buying effort and
Low price
Widespread distribution
Mass promotion by producer
Types of Consumer Products
Goal 1: Understand products and their classifications
Слайд 7What is a Product?
Convenience
Shopping
Specialty
Unsought
Less frequent purchases
More shopping effort for comparisons.
Higher than convenience good pricing
Selective distribution in fewer outlets
Advertising and personal selling
Types of Consumer Products
Goal 1: Understand products and their classifications
Слайд 8What is a Product?
Convenience
Shopping
Specialty
Unsought
Strong brand preference and loyalty, requires special purchase
High price
Exclusive distribution
Carefully targeted promotions
Types of Consumer Products
Goal 1: Understand products and their classifications
Слайд 9What is a Product?
Convenience
Shopping
Specialty
Unsought
Little product awareness and knowledge (or if aware,
Pricing varies
Distribution varies
Aggressive advertising and personal selling by producers and resellers
Types of Consumer Products
Goal 1: Understand products and their classifications
Слайд 10Product and Service Classifications
Consumer products
Industrial products
Materials and parts
Capital items
Goal 1: Understand products and their classifications
Слайд 11Product and Service Classifications
Organizations, persons, places, and ideas
Organizational marketing makes use
Person marketing applies to political candidates, entertainment sports figures, and professionals
Place marketing relates to tourism
Social marketing promotes ideas
Goal 1: Understand products and their classifications
Слайд 12Product and Service Decisions
Individual Product
Product Line
Product Mix
Product attributes
Quality, features, style
Branding
Packaging
Labeling
Product support services
Key Decisions
Goal 2: Learn decisions companies make regarding products
Слайд 13Product and Service Decisions
Product line
A group of products that are
function in a similar manner
be sold to the same customer groups,
be marketed through the same types of outlets
fall within given price ranges
Key Decisions
Individual Product
Product Line
Product Mix
Goal 2: Learn decisions companies make regarding products
Слайд 14Product and Service Decisions
Individual Product
Product Line
Product Mix
Product line length
Line stretching:
Line filling: adding more items within the present price range
Key Decisions
Goal 2: Learn decisions companies make regarding products
Слайд 15Product and Service Decisions
Individual Product
Product Line
Product Mix
Product mix
Also known as
Consists of all the product lines and items that a particular seller offers for sale
Key Decisions
Goal 2: Learn decisions companies make regarding products
Слайд 16Product and Service Decisions
Individual Product
Product Line
Product Mix
Product mix width:
Number of
Product mix depth:
Number of different versions of each product in the line
Product mix consistency
Key Decisions
Goal 2: Learn decisions companies make regarding products
Слайд 17Branding Strategy
Brand equity is the positive differential effect that knowing the
One measure of equity is the extent to which customers are willing to pay more for the brand
Brand valuation is the process of estimating the total financial value of a brand
Goal 3: Understand branding strategy
Слайд 18Branding Strategy
Brands with strong equity have many competitive advantages:
High consumer awareness
Strong brand loyalty
Helps when introducing new products
Less susceptible to price competition
Goal 3: Understand branding strategy
Слайд 19Brand Strategy
Brand Positioning
Brand Name Selection
Brand Sponsorship
Brand Development
Three levels of positioning:
Product
Least effective
Benefits
Beliefs and values
Taps into emotions
Key Decisions
Goal 3: Understand branding strategy
Слайд 20Brand Strategy
Brand Positioning
Brand Name Selection
Brand Sponsorship
Brand Development
Good Brand Names:
Suggest something
Are easy to say, recognize and remember
Are distinctive
Are extendable
Translate well into other languages
Can be registered and legally protected
Key Decisions
Goal 3: Understand branding strategy
Слайд 21Brand Strategy
Brand Positioning
Brand Name Selection
Brand Sponsorship
Brand Development
Manufacturer brands
Private (store) brands
Costly
Higher profit margins
Licensed brands
Name and character licensing has grown
Co-branding
Advantages / disadvantages
Key Decisions
Goal 3: Understand branding strategy
Слайд 22Brand Strategy
Brand Positioning
Brand Name Selection
Brand Sponsorship
Brand Development
Line extensions
Minor changes to
Brand extensions
Successful brand names help introduce new products
Multibrands
Multiple product entries in a product category
New brands
New product category
Key Decisions
Goal 3: Understand branding strategy
Слайд 23Managing Brands
Brands are known through advertising, personal experience, word of mouth,
Everyone in the company represents the brand
Companies need to periodically run a brand audit
Goal 3: Understand branding strategy
Слайд 24Services Marketing
Services
Account for 74% of U.S. gross domestic product.
Service industries include
Goal 3: Understand branding strategy
Слайд 25Characteristics of Services
Intangibility
Consumers look for service quality signals
Inseparability
Services can’t be separated
Variability
Employees and other factors result in variability
Perishability
Services can’t be inventoried for later sale
Goal 3: Understand branding strategy
Слайд 26Service Firm Marketing Strategies
The Service-Profit Chain
Internal Marketing
Interactive Marketing
Managing Service
Managing Service Quality
Managing Service Productivity
Goal 4: Identify 4 characteristics that affect marketing a service
Слайд 27Product Decisions and Social Responsibility
Acquiring and dropping products
Patent protection
Product quality and
Product warranties
Goal 5: Realize additional product issues
Слайд 28International Product and Services Marketing
Special challenges:
Which products should be marketed internationally?
Should
Goal 5: Realize additional product issues
