LECTURE 7 Product, Services, and

Branding Strategy
Anything that may be provided in a market for attention, purchase, usage, or consumption to
fulfil a need or demand is referred to as a product.
Levels of Product and Services

Product Classifications
• Consumer products are products and services for personal consumption
Convenience Products are consumer goods and services that are purchased regularly,
quickly, and with minimal assessment and purchasing effort.
Newspapers
Candy
Fast food
Shopping Products are consumer goods and services that are thoroughly compared by the
buyer in terms of durability, pricing, and style.
Furniture
Cars
Appliances
Specialty Products are consumer goods and services with distinguishing features or brand
identity for which a sizable set of purchasers is ready to make an extra effort to obtain.
Medical services
Designer clothes
LECTURE 7 Product, Services, and
Branding Strategy
High-end electronics
Unsought products are consumer products that the consumer is unaware of or is aware of
but does not generally consider purchasing.
Life insurance
Funeral services
Blood donations

An industrial product is a product purchased for additional processing or for business use.
Classified by the purpose for which the product is purchased
o Materials and parts
o Capital

o Raw materials
LECTURE 7 Product, Services, and
Branding Strategy
Decisions When Bringing A New Product To Market

PRODUCT ATTRIBUTES are the benefits of the product.

Product attributes include:
• Quality
Product quality includes level and consistency
The degree of quality that reflects the product's positioning is referred to as the
Quality Level. Top grain leather in Land Bags.
Conformance Quality is defined as a product's lack of flaws and consistency in
achieving a desired level of performance. Stitching in Jansport bags expected to
last the school year.
• Features
Product features are the product's specifications. Features are a competitive tool for
distinguishing goods somewhat from rivals.
Conjoint analysis is used to evaluate product features based on the value to the
consumer vs the expense to the firm.
• Style and design
The appearance of a product is described by its style.
Both the functionality and the appearance of a product are influenced by design.
LECTURE 7 Product, Services, and
Branding Strategy
BRANDING
The name, word, symbol, or design that identifies the producer or seller of a product or
service (or a mix of these) is known as a brand.
The influence of a brand name on customers’ response to a product and its marketing is
referred to as brand equity.
PACKAGING is the process of designing and manufacturing a product's container or
wrapping.
LABELS identify a product or brand, define its characteristics OR attributes, and promote it.

PRODUCT LINE AND MIX

A product line is a series of items that are comparable in function, are offered to the
same consumer groups, are promoted via the same sorts of outlets, or are priced
within certain price ranges.
A seller's product mix is made up of all of the products and things available for
purchase.
LECTURE 7 Product, Services, and
Branding Strategy
Branding Decisions At The Inception And Over The Life Of The
Brand
Brand represents the consumer’s perceptions and feelings about a
product and its effectiveness It is also the company's pledge to
purchasers that they would receive a constant set of products, perks,
services, and experiences.

Brand Positioning
Brands can be positioned on:
• Product attributes (specs)
– Cala peanut butter has 94% peanuts! (Positioning slogan)
• Product benefits (to consumer)
• _ Cala peanut butter is good for you!
• Product beliefs and values (what the society and culture hold
dear)
– Cala Peanut Butter- what Saturday morning breakfasts
are made of!
LECTURE 7 Product, Services, and
Branding Strategy
Brand Name Selection
Desirable qualities
1. Suggest benefits and qualities – ‘Royal Westmoreland’ –
‘Rock Hard’ cement
2. Easy to pronounce, recognize, and remember- ‘Puma’ or
‘Apple’
3. Distinctive – ‘Warby Parker’
4. Extendable – ‘Virgin’
5. Translatable for the global economy
6. Capable of registration and legal protection
Brand Sponsorship
Manufacturer’s brand –Listerine
Ownership but Expensive
Private brand –Equate
Value brand, prime shelf
placement
Licensed brand – Mickey Mouse
No ownership, licensor rules
Co-brand – Tide with Febreze
Tied fortunes, customer expectations
LECTURE 7 Product, Services, and
Branding Strategy
Brand Development Strategies

Line Extension - Grace ketchup, mustard, mayo

Brand Extension take brand name to new product category- Dove ice
cream?

Definition and Nature of Services and Strategies for Services

Marketing and Management

Service is any intangible action or benefit that one party can provide
to another which does not result in ownership of something.
LECTURE 7 Product, Services, and
Branding Strategy
Nature and Characteristics of a Service

1. Servicers who share the most info on what there are offering,
gets the most sales. For eg. Certain Hotels are a virtual image or
room what to exect before you book the hotel. When you buy a
coke, you can see it but you won’t know about the service until
you get there…….
2. If there are two hairdressers but you prefer one, if there is a
maid work for you that did clean well it affect the provider
3. It is variable. Because she arrives on time does not mean she has
good customer skills………
4. It restricts the ability to promote the service. You may buy a
coke and a friend see it and if you draw money from a bank you
cant bring the teller there to show she was a good tell so you
could start banking there…….pamphets and brochure to make it
less harder to promote service
LECTURE 7 Product, Services, and
Branding Strategy
Marketing Strategies for Service Firms
MANAGING SERVICE DIFFERENTIATION creates a competitive
advantage from the offer, delivery, and/or image of the service.
• Offer can include distinctive features – Gentle Dentistry- under
one, first visit free, heart shaped jacuzzi
• Delivery can include more able and reliable customer contact
people, environment, or process. Singapore Airlines,
restaurant, loyalty generates
• Image can include symbols and branding. Virgin’s red.

By continuously offering greater quality than its rivals, MANAGING

SERVICE QUALITY gives a competitive edge.
The quality of service is always affected by interactions between
personnel and consumers. regulations and procedures are
required to standardize service delivery. Variability and
inseparability.
MANAGING SERVICE PRODUCTIVITY is the cost side of service
marketing tactics.
Recruiting, hiring, and training procedures for employees are all
methods of increasing production.
Strong company culture. Recruit and train the right workers. Hi
good afternoon welcome to chefette.