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branding.ppt

  1. 1. Product, Services, and Branding Strategy
  2. 2. 8 - 1 Definitions • Product  Anything offered to a market for attention, acquisition, use, or consumption that might satisfy a need or want. • Service  A form of product that consists of activities, benefits or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.
  3. 3. 8 - 2 Three Levels of Product
  4. 4. 8 - 3 Unsought Products innovations  Products consumers don’t want to think about these products  Require much advertising & personal selling i.e Life insurance, blood donation Product Classifications Consumer Products Specialty Products  Special purchase efforts  High price  Unique characteristics  Brand identification  Few purchase locations i.e can be anything Shopping Products  Buy less frequently  Higher price  Fewer purchase locations  Comparison shop i.e Clothing, appliances Convenience Products  Buy frequently & immediately  Low priced  Mass advertising  Many purchase locations i.e Candy, newspapers
  5. 5. 8 - 4 Product and Service Classifications • Consumer products • Industrial products  Materials and parts  Capital items  Supplies and services
  6. 6. 8 - 5 Brand A name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
  7. 7. 8 - 6 The Role of Brands Identify the maker Simplify product handling Organize accounting Offer legal protection
  8. 8. 8 - 7 The Role of Brands Signify quality Create barriers to entry Serve as a competitive advantage Secure price premium
  9. 9. 8 - 8 Brand Elements Elements Slogans Brand names URLs Logos Symbols Characters
  10. 10. 8 - 9 Brand Elements
  11. 11. 8 - 10 Brand Elements Companies often create product icons to develop an identity for their products. Many made-up creatures and personalities, such as Çelik, Sütaş İnek and Yumoş Ayı, are widely recognized figures in popular culture.
  12. 12. 8 - 11 Brand Element Choice Criteria • Memorable • Meaningful • Likeability • Transferable • Protectible
  13. 13. 8 - 12 Slogans • Like a good neighbor, State Farm is there • Just do it • Nothing runs like a Deere • Help is just around the corner • Save 15% or more in 15 minutes or less • We try harder • We’ll pick you up • Nextel – Done • Zoom Zoom • I’m lovin’ it • Innovation at work • This Bud’s for you • Always low prices
  14. 14. 8 - 13 Brand Strategy • Brand Positioning • Brand Name Selection • Brand Sponsorship • Brand Development • Three levels of positioning:  Product attributes • Least effective  Benefits  Beliefs and values • Taps into emotions Key Decisions
  15. 15. 8 - 14 Brand Strategy • Brand Positioning • Brand Name Selection • Brand Sponsorship • Brand Development • Good Brand Names:  Suggest something about the product or its benefits  Are easy to say, recognize and remember  Are distinctive  Are extendable  Translate well into other languages  Can be registered and legally protected Key Decisions
  16. 16. 8 - 15 Brand Strategy • Brand Positioning • Brand Name Selection • Brand Sponsorship • Brand Development • Manufacturer brands • Private (store) brands  Costly to establish and promote  Higher profit margins • Licensed brands  Name and character licensing has grown • Co-branding  Advantages / disadvantages Key Decisions
  17. 17. 8 - 16 Product and Service Decisions • Product line  A group of products that are closely related because they may: • function in a similar manner • be sold to the same customer groups, • be marketed through the same types of outlets • fall within given price ranges Key Decisions • Individual Product • Product Line • Product Mix
  18. 18. Personal Care(product category) • Personal Wash Skin Care Hair Care • Lux Fair & Lovely Sunsilk • Lifebuoy Pond’s Clinic • Breeze Vaseline Clear • Dove 8 - 17
  19. 19. Food(Product category) • Tea Ice cream Food • Brook bond Wall’s Kissan • Lipton Knorr 8 - 18
  20. 20. 8 - 19 Product and Service Decisions • Individual Product • Product Line • Product Mix • Product line length  Line stretching: adding products that are higher or lower priced than the existing line(GSX-R 600)  Line filling: adding more items within the present price range Key Decisions
  21. 21. 8 - 20 Product and Service Decisions • Individual Product • Product Line • Product Mix • Product mix  Also known as product assortment  Consists of all the product lines and items that a particular seller offers for sale Key Decisions
  22. 22. 8 - 21 Product and Service Decisions • Individual Product • Product Line • Product Mix • Product mix width:  Number of different product lines carried by company • Product mix depth:  Number of different versions of each product in the line • Product mix consistency Key Decisions
  23. 23. 8 - 22 Brand Equity The differential effect that brand knowledge has on consumer response to the marketing of that brand.
  24. 24. 8 - 23 Branding Strategy • Brands with strong equity have many competitive advantages:  High consumer awareness  Strong brand loyalty  Helps when introducing new products  Less susceptible to price competition
  25. 25. 8 - 24 Line Extension (ARY Digital) Multi brands (Dreft) Brand Extension (Titan Jewellery) New Brands (Olfrute) Brand Name Existing New Product Category Existing New Four Brand Strategies
  26. 26. 8 - 25 Four Services Characteristics
  27. 27. 8 - 26 Characteristics of Services • Intangibility  Consumers look for service quality signals • Inseparability  Services can’t be separated from providers • Variability  Employees and other factors result in variability • Perishability  Services can’t be inventoried for later sale

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