PRODUCTS, BRANDS

AND SERVICES
Agenda

Definition

Levels of product and services

Products and Service

Classifications

Product and Service Decisions

Services Marketing
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Agenda

Definition

Levels of product and services

Products and Service

Classifications

Product and Service Decisions

Services Marketing
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 What Is a Product?

 We define a product as anything that can be offered to a market for attention,

acquisition, use, or consumption that might satisfy a want or need.
 Services are a form of product that consists of activities, benefits, or
satisfactions offered for sales that are essentially intangible and do not result in
the ownership of anything.

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Examples of products

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Example of services

Services of a doctor Services of a barber

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Products, Services, and
Experiences

 Products are a key element in the overall market offering.

 Marketing mix planning begins with building an offering that
brings value to target customers.
 This offering becomes the basis on which the company builds
profitable customer relationships.

• Today, as products and services become more commoditized,

many companies are moving to a new level in creating value for
their customers.
• To differentiate their offers, beyond simply making products and
delivering services, they are creating and managing customer
experiences with their brands or company.
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Agenda

Definition

Levels of product and services

Products and Service

Classifications

Product and Service Decisions

Services Marketing
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Levels of products and services

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Levels of Product and Services

 Product planners need to think about products and services on three levels.

Most basic level ─ core customer

What is the buyer really buying?

Second level ─ actual product

They need to develop product and service features, a

design, a quality level, a brand name, and packaging.

Third level ─ augmented product

Around the core benefit and actual product by offering
additional consumer services and benefits
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 Levels of products and services

BRAND VS PRODUCT

A product is anything we offer to a market for attention, acquisition,

use or consumption, that satisfies a need or a want.
A product satisfies 5 levels :
1. CORE BENEFIT LEVEL
2. GENERIC PRODUCT LEVEL
3. EXPECTED PRODUCT LEVEL
4. AUGMENTED PRODUCT LEVEL
5. POTENTIAL PRODUCT LEVEL

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Levels of products and services

Potential Product
Augmented Product
Expected Product
Generic Product
Core Benefit

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PRODUCT LEVELS

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Levels of products and services

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The core product: Nokia N8

 Communicating

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Actual product

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Augmented Product

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Agenda

Definition

Levels of product and services

Products and Service

Classifications

Product and Service Decisions

Services Marketing
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Product and Service Classifications

Two
classes

Consumer Industrial
products products

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Product and Service Classes

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Types of consumer products

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Marketing considerations for consumer products

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Consumer Product Classification

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Specialty Goods

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Shopping Goods

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Unsought Goods

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Non-durable Goods

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Durable Goods

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Industrial Products

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Organizations, Persons, Places, and Ideas

•Organization marketing consist of activities

undertaken to create, maintain, or change the
attitudes and behavior of target consumers
towards an organization
•Person marketing consists of activities
undertaken to create, maintain, or change the
attitudes towards particular people

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Organizations, Persons, Places, and Ideas

 Place Marketing involves activities undertaken to

create, maintain, or change the attitudes or
behavior towards particular places
 Idea: is a concept or mental impression, ideas
can also be marketed. All marketing is the
marketing of an idea.

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Thank you
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