HELLO!

I am Tran Tri Dung

Founder & CEO Công ty Cổ phần WMS
Giảng viên Chuyên ngành Marketing, Đại học Hoa Sen

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 8.
Products,
Services, and
Brands

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 Contents

▸ What is a Product?
▸ Product and Services decisions
▸ Services marketing
▸ Branding strategy

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 What Is a Product?

▸ Product is anything that can be offered

in a market for attention, acquisition,
use, or consumption that might satisfy
a need or want

Product Service Experience

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 Levels of Product and
Services

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 Product and Service
Classifications

Consumer
products

Industrial
products

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 Consumer products

▸ Consumer products are products and

services for personal consumption

Convenience Shopping
products products

Specialty Unsought
products products

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 Industrial products

▸ Industrial products are products purchased

for further processing or for use in
conducting a business

Materials and
Capital
parts

Raw materials

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 Organizations, Persons,
Places, and Ideas

Organization Person
marketing marketing

Place marketing Social marketing

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 Product and Service
Decisions

Individual
Product line
product

Product mix

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 Individual Product and
Service Decisions

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 Product attributes

Product
Product quality
features

Style and
Design

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 Product quality

Product quality includes level and consistency

▸ Quality level is the level of quality that
supports the product’s positioning
▸ Conformance quality is the product’s
freedom from defects and consistency in
delivering a targeted level of performance

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 Product features

▸ Product features are a competitive tool for

differentiating a product from competitors’
products

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 Style and Design

▸ Style describes the appearance of the product

▸ Design contributes to a product’s usefulness as
well as to its looks

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 Style and Design

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 Individual Product and
Service Decisions

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 Brand is the name, term, sign, or design—or
a combination of these—that identifies the
maker or seller of a product or service
AMA (American Marketing Association)

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 Branding

Brand Brand Brand

Positioning Elements Hierarchy

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 Individual Product and
Service Decisions

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 Packaging and Labels

▸ Packaging involves designing and producing

the container or wrapper for a product
▸ Labels identify the product or brand, describe
attributes, and provide promotion

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 Individual Product and
Service Decisions

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 Product support services

▸ Product support services augment actual

products

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 Product and Service
Decisions

A product line is a group A product mix (or

of products that are product portfolio)
closely related because consists of all the
they function in a similar product lines and items
manner, are sold to the that a particular seller
same customer groups, offers for sale.
are marketed through the
same types of outlets, or
fall within given price
ranges.

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 Product Line Decisions

Product line length is the number of items in

the product line
▸ Line stretching (nối dài)
▸ Line filling (mở rộng)

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 Product Mix Decisions

Product mix consists of all the products and items

that a particular seller offers for sale
▸ Width (số dòng sản phẩm)
▸ Length (số sản phẩm/thương hiệu trong mỗi dòng)
▸ Depth (số phiên bản của từng sản phẩm)
▸ Consistency (tính nhất quán)

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 Services Marketing

Types of Service Industries

▸ Government
▸ Private not-for-profit organizations
▸ Business services

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 Nature and Characteristics
of a Service

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 Marketing Strategies for
Service Firms

Service-
profit chain

Interactive Internal
marketing marketing

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 Service-profit chain

Satisfied
Healthy
Internal and Greater Satisfied
service
service productive service and loyal
profits and
quality service value customers
growth
employees

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 THANKS!
Any questions?
You can find me at https://trantridung.vn/

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