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Lecture on Managing Products and Brands AssignmentPoint

Lecture on Managing Products and Brands www.AssignmentPoint.com. THE PRODUCT LIFE CYCLE. THE PRODUCT LIFE CYCLE. Introduction Stage Growth Stage Maturity Stage Decline Stage Deletion Harvesting. Honda Ad Introductory stage product.

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Lecture on Managing Products and Brands AssignmentPoint

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  1. Lecture on Managing Products and Brands www.AssignmentPoint.com

  2. THE PRODUCT LIFE CYCLE

  3. THE PRODUCT LIFE CYCLE • Introduction Stage • Growth Stage • Maturity Stage • Decline Stage • Deletion • Harvesting

  4. Honda Ad Introductory stage product

  5. Product life cycle for the stand-alone fax machine for business use: 1970-2001

  6. THE PRODUCT LIFE CYCLE • Some Dimensions of the Product Life Cycle • Length of the Product Life Cycle • Shape of the Product Life Cycle

  7. Alternative product life cycles

  8. THE PRODUCT LIFE CYCLE • Some Dimensions of the Product Life Cycle The Product Level: Class and Form

  9. Video game console and software life cycles by product class and product form

  10. Categories and profiles of product adopters

  11. MANAGING THE PRODUCT LIFE CYCLE • Role of a Product Manager • Modifying the Product • Modifying the Market • Finding New Users • Increasing Use • Creating New Use Situation

  12. MANAGING THE PRODUCT LIFE CYCLE • Repositioning the Product • Reacting to a Competitor’s Position • Reaching a New Market • Catching a Rising Trend • Changing the Value Offered • Trading up • Trading down • Downsizing

  13. BRANDING AND BRAND MANAGMENT • Branding • Brand name • Trade name • Trademark

  14. BRANDING AND BRAND MANAGMENT • Brand Personality and Brand Equity • Creating Brand Equity

  15. Customer-based brand equity pyramid

  16. BRANDING AND BRAND MANAGMENT • Brand Personality and Brand Equity Valuing Brand Equity • Licensing • Picking a Good Brand Name

  17. BRANDING AND BRAND MANAGMENT • Branding Strategies • Manufacturer Branding • Multiproduct branding

  18. Alternative branding strategies

  19. BRANDING AND BRAND MANAGMENT • Manufacturer Branding • Co-branding • Multibranding • Euro-branding • Private Branding • Mixed Branding • Generic Branding

  20. PACKAGING AND LABELING • Creating Customer Value Through Packaging and Labeling • Communication Benefits • Functional Benefits • Perceptual Benefits

  21. PACKAGING AND LABELING • Global Trends in Packaging • Environmental Sensitivity • Health and Safety Concerns

  22. PRODUCT WARRANTY • Express warranty • Limited coverage • Full coverage • Implied coverage

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