Professional Documents
Culture Documents
and tangibility
Consumer goods
Industrial goods
goods
Durable goods
Intangibility
Intangibility
Services cannot
cannot
Services
be seen,
seen, tasted,
tasted,
be
felt, heard,
heard, or
or
felt,
smelled before
before
smelled
purchase
purchase
Inseparability
Inseparability
Services cannot
cannot
Services
be separated
separated
be
from their
their
from
providers
providers
Services
Services
Variability
Variability
Qualityof
of
Quality
services depends
depends
services
on who
who provides
provides
on
them and
and when,
when,
them
where, and
and how
how
where,
Perishability
Perishability
Services cannot
cannot
Services
be stored
stored for
for
be
later sale
sale or
or use
use
later
Consumer-Goods
Classification
Convenience Products
Shopping Products
Specialty Products
Unsought Products
New innovations
> Products consumers dont
want to think about.
>Require much advertising &
personal selling
Life insurance,
gravestones etc
Classifying Business-to-Business
Products
1. Equipment goods that an organization uses in its daily operation.
Installations, Capital Equipment, Accessory Equipment
2. MRO Products goods that a business consumes in a relatively short
time.
Maintenance products, Repair products, Operating supplies
3. Raw Materials products of the fishing, lumber, agricultural or mining
industries used in the production process.
4. Processed Materials products created when firms transform raw
materials from their original state.
5. Specialized Services services purchased from outside suppliers.
6. Component Parts manufactured goods or subassemblies of finished
items that are needed to complete the organizations products.
Consistency
Product Mix
Width
Width -- number
number of
of
different
different product
product
lines
lines
Length
Length -- total
total
number
number of
of items
items
within
within the
the lines
lines
Depth
Depth -- number
number of
of
versions
versions of
of each
each
product
product
Product
Product Mix
Mix -all
all the
the product
product
lines
lines offered
offered
Product-Line Length
Line
Upmarket
Two-way
Line
What is a brand?
1.12
What is a Brand?
A brand is a name, term, sign, symbol
or design, or a combination of them,
intended to identify the goods or
services of one seller or group of sellers
and to differentiate them from those of
competitors.
What is a Brand?
For Mercedes
User 55 year old top executive
or a rich person
Personality
Culture
sophisticated
German
Producer
Attributes Benefits
Values
- expensive emotional
performance
Brand
Value of the
brand depends
on how well
the brand is
attached with
the customers
Equity
5.Devoted
Devoted
5.
toBrand
Brand
to
4.Values
Valuesthe
theBrand
Brand
4.
(brandas
asfriend)
friend)
(brand
3.Satisfied
Satisfied&&Switching
SwitchingCost
Cost
3.
2.Satisfied
SatisfiedCustomer
Customer
2.
(noreason
reason to
tochange)
change)
(no
1.No
No Brand
BrandLoyalty
Loyalty
1.
(customerwill
will change)
change)
(customer
Camry
Vs
Lexus
Branding Decisions
Branding
Decision
BrandSponsor
Decision
BrandName
Decision
BrandBrandStrategy Repositioning
Decision
Decision
Line
extension
Manufacturer
brand
Brand
No brand
Distributor
(private)
brand
Licensed
brand
Individual
brand
names
Blanket
family
name
Separate
family
names
Companyindividual
names
Colgate
Brand
extension
Nike, Reebok
Multibrands
Electrolux,
Kelvinator,
Frigidaire
New
brands
Teflon, Lycra,
Tynex
Cobrands
McDonalds &
Coke
Repositioning
No
repositioning
Brand Strategies
Brand Name
Product Category
Existing
New
Existing
Line
Extension
Brand
Extension
New
Multibrands
New
Brands
extra
Company & brand image
Opportunity for innovation
Labels
Tag attached
to the
product
Could be
simple or
graphically
designed
Promote
Promote
Describe
Describe
Identify
Identify