PRODUCT,SERVICE AND BRANDS

WHAT IS PRODUCT?

•Products are services or services that can be traded. In other

words, without a product, the buying and selling process will
not occur. There are two factors that determine whether or not
a product sells, namely quality and price. Both factors must be
considered in the manufacture of a product and also determine
the purchasing power of consumers. Products can be traded.
Whether it's products that exist in manufacturing companies
which are referred to as raw goods, then processed into
finished goods, or merchandise that is in retail companies.
 PRODUCT AND SERVICE DECISION

• Product Rank
According to Kotler (2003:408) there are five product levels, namely core
benefit, basic product, expected product, augmented product and potential
product.
• The explanation of the five product levels are:

• a. Core benefits are the basic benefits of a product that is offered to

consumers.
• b. Basic product is the basic form of a product that can be felt by the five
senses.
• c. Expected product is a series of product attributes and conditions that are
expected by the buyer when buying a product.
• d. Augmented product is something that distinguishes between products
offered by business entities and products offered by competitors.
• e. Potential products are all arguments and changes in form experienced by a
product in the future.
• Product Classification

• Based on its form, the product is divided into 2, namely:

• Goods: products that are in physical form, can be touched, moved, tasted, held and other physical treatment. One of the drawbacks of the product in this form is damage.
• Classification of goods is divided into 3, namely
• 1) Product classification:
• Items that don't last long
• Durable goods Services
• 2) Classification of consumer goods:
• Everyday stuff
• Shopping stuff
• Special items
• Items not looking for
• 3) Industrial goods classification:
• Materials and spare parts
• Capital goods
• Business service and supply
• Services: are products that do not have an (abstract) form in the form of activities. Examples of products in the form of services: Travel, Driver, OB, employees and others.
• Four service characteristics:
• a) Intangibility (intangible)
• b) Inseparability (inseparable)
• c) Variability (varies)
• d) Perishability (can be destroyed/cannot be saved)
 SERVICE MARKETING

• Service Marketing is a form of marketing that focuses on selling

services. They are difficult to sell, and their marketing approach is
much different from the product approach. Some companies offer both
products and services and have to use a mix of styles. For example, a
shop that sells computers is also likely to also help people select
computers and provide computer repairs. The store must market both
the products and services that support it offers to attract customers.
When people market services, the goal is not to get customers to buy a
product but to get people to do business with a particular company,
often in a specific location. For example, a restaurant offers a service:
providing food to customers, both on-site and to-go form in most cases.
When the restaurant markets itself, it must convince people that it is
preferable to other restaurants and that the facilities are worth the trip.
 BRANDING STRATEGY :
BUILDING STRONG

• Brands are products and services whose dimensions differentiate the brand
in some way from other products or services designed to satisfy the same
need. These differences can be functional, rational, or real-related to the
product performance of the brand. These differences can also be more
symbolic, emotional, or intangible – related to what the brand represents.
• Branding is giving brand power to products and services. Branding is about
creating a product difference.
• Brand equity is the added value given to products and services, which can be
reflected in the way consumers think, feel and act in relation to the brand, as
well as the price, market share, and profitability that the brand provides to
the company.
• Brand equity model, consists of 5 components, according to BAV (brand
asset valuator):
• Differentiation – measures the degree to which a brand is perceived as
different from other brands.
• Energy – measures the meaning of brand momentum.
• Relevance – measures the extent of brand attractiveness
• Self-esteem – measures how well the brand is valued and respected
• Knowledge – measures the consumer's level of familiarity and intimacy with
the brand.
 P O S I T I O N I N G S T R AT E G Y

• Product positioning is closely related to market segmentation

because the product placement is aimed at serving a specific target
market. Therefore, understanding the product positioning strategy
as a strategy used to instill a product image in the minds of
consumers so that the product stands out compared to competing
products.

• 1. Companies need to follow market trends and dynamics, such as

technological, competitive, social and economic trends.
• 2. Companies should focus on positioning technology and quality.
• 3. Companies must target their products to certain market segments,
for example the upper, middle or lower segments of society.
Because it's better to be a big fish in a small pond than to be a small
fish in a big pond (it's better to be a big fish in a little pond).
• 4. Companies must be willing to experiment with new product
types, then pay attention to market reactions. If users suggest
changes, the company must adjust its strategy.
THANK YOU