Professional Documents
Culture Documents
and Branding
Strategies
What is a Product?
◼ A Product is anything that can be offered to a
market for attention, acquisition, or consumption
and that might satisfy a need or want.
Includes:
◼ Physical Objects
◼ Services
◼ Events
◼ Persons
◼ Places
◼ Organizations
◼ Ideas
Installation
Packaging
Brand Features
Name Core After-
Delivery Benefit or Sale
& Credit Service
Quality Service
Design
Level
Warranty
Key Decisions
◼ Product attributes
◼ Individual Product ◼ Branding
◼ Packaging
◼ Product Line
◼ Labeling
◼ Product Mix ◼ Product support
services
Product Attributes
POM brand :
Pomegranate juice
used a distinctively
shaped bottle to
gain attention on
the grocery shelf
Labeling
Key Decisions
◼ Product Line a group
of products that are closely
◼ Individual Product related because they may:
◼ function in a similar
◼ Product Line manner
◼ be sold to the same
◼ Product Mix customer groups,
◼ be marketed through
the same types of
outlets
◼ fall within given price
ranges
Product and Service Decisions
Key Decisions
◼ Product Mix
Also known as product
◼ Individual Product assortment
Consists of all the
◼ Product Line product lines and items
◼ Product Mix that a particular seller
offers for sale
Product Mix
Width - number of
different product
lines
Depth - number of
versions of each
product
Product and Service Decisions
◼ A brand essentially a
seller’s promise to deliver a
specific set of features,
benefits and services
consistently to the buyers.
Brand Equity
Devoted
to Brand
Satisfied Customer
(no reason to change)
No Brand Loyalty
(customer will change)
Brand Equity
◼ Brands with strong equity have many competitive
advantages:
High consumer awareness
Helps when introducing new products
Reduced marketing costs
Charging a higher price than competitors
More trade leverage in bargaining with distributors
Strong brand loyalty
▪Licensed
brands
◼ Co-branding
Brand Name Decision
◼ Individual names
(e.g. Unilever: Omo, Cif)
◼ Blanket family names
(e.g. Arçelik, Bosch, Pınar)
◼ Company trade name combined with individual
product names
(e.g.Kellog’s Corn Flakes, Eti Crax, Ülker Cici Bebe)
◼ Separate family names for all products
(e.g.Sears: Kenmore for appliances, Craftsman for tools,
Homart for home installations)
Good Brand Names
Lack Poor
Foreign
Distinctive
Language
Meanings
Easy to:
Suggest Suggest
Pronounce
Product Product
Recognize
Qualities Benefits
Remember
Brand Development Strategies
Product Category
Existing New
Brand Name
◼ Services
Account for 74% -- the majority of many
nations’ gross domestic product.
Service industries include business
organizations, government, and private not-
for-profit organizations.
Characteristics of Services
Intangibility Inseparability
Services cannot Services cannot
be seen, tasted, be separated
felt, heard, or from their
smelled before providers
purchase
Services
Variability Perishability
Quality of Services cannot
services depends be stored for
on who provides later sale or use
them and when,
where, and how
Overcoming Service Challenges
Intangibility Inseparability
“Use cues to “Increase
make it tangible” productivity of
providers”
Services
Variability
Perishability
“Standardize
service “Match supply
production and demand”
& delivery”
The Service-Profit Chain
Healthy Internal
Service Profits Service Quality
and Growth
Greater Service
Value
Three Types of Marketing in Service Industries
Company
Internal External
marketing marketing
Cleaning/ Financial/
maintenance banking Restaurant
services services industry
Employees Interactive Customers
marketing
Marketing Strategies for Service Firms