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Product, Services, and Branding Strategy

Explore product classifications, service decisions, branding strategies, and marketing issues. Case studies on Krispy Kreme's product quality, brand equity, and social responsibility.

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Product, Services, and Branding Strategy

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  1. Product, Services, and Branding Strategy Chapter 8

  2. Learning Goals • Understand products and the major classifications of products and services • Learn the decisions companies make regarding their products and services • Understand branding strategy • Identify the four characteristics that affect the marketing of a service • Realize additional product issues

  3. Produce 7.5 million doughnuts each day Sell more than doughnuts; they sell an experience New store openings are eagerly anticipated in part due to extensive promotion Case StudyKrispy Kreme

  4. Krispy Kreme sells doughnuts. But what are customers really buying? As Krispy Kreme expands, how important are the two dimensions of product quality? Discuss the brand equity of Krispy Kreme versus that of Dunkin’ Donuts. Krispy Kreme sells a product that is high in sugar. What is its social responsibility in offering such a product? What possible liability could they face? Case StudyKrispy Kreme

  5. 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. Goal 1: Understand products and their classifications

  6. What is a Product? • Products, Services, and Experiences • Market offerings may consist of a combination of goods and services • Experiences are used to differentiate offerings • Levels of Product and Services • Core benefit, actual and augmented product • Product and Service Classifications • Consumer products and industrial products Goal 1: Understand products and their classifications

  7. What is a Product? Goal 1: Understand products and their classifications

  8. Convenience Shopping Specialty Unsought Frequent purchases bought with minimal buying effort and little comparison shopping Low price Widespread distribution Mass promotion by producer What is a Product? Types of Consumer Products Goal 1: Understand products and their classifications

  9. Convenience Shopping Specialty Unsought Less frequent purchases More shopping effort for comparisons. Higher than convenience good pricing Selective distribution in fewer outlets Advertising and personal selling What is a Product? Types of Consumer Products Goal 1: Understand products and their classifications

  10. Convenience Shopping Specialty Unsought Strong brand preference and loyalty, requires special purchase effort, little brand comparisons, and low price sensitivity High price Exclusive distribution Carefully targeted promotions What is a Product? Types of Consumer Products Goal 1: Understand products and their classifications

  11. Convenience Shopping Specialty Unsought Little product awareness and knowledge (or if aware, sometimes negative interest) Pricing varies Distribution varies Aggressive advertising and personal selling by producers and resellers What is a Product? Types of Consumer Products Goal 1: Understand products and their classifications

  12. Product and Service Classifications • Consumer products • Industrial products • Materials and parts • Capital items • Supplies and services Goal 1: Understand products and their classifications

  13. Product and Service Classifications • Organizations, persons, places, and ideas • Organizational marketing makes use of corporate image advertising • Person marketing applies to political candidates, entertainment sports figures, and professionals • Place marketing relates to tourism • Social marketing promotes ideas Goal 1: Understand products and their classifications

  14. Individual Product Product Line Product Mix Product attributes Quality, features, style and design Branding Kellogg’s Packaging Starkist Labeling Product support services Product and Service Decisions Key Decisions Goal 2: Learn decisions companies make regarding products

  15. 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 Special K Individual Product Product Line Product Mix Product and Service Decisions Key Decisions Goal 2: Learn decisions companies make regarding products

  16. Individual Product Product Line Product Mix Product line length Line stretching: adding products that are higher or lower priced than the existing line Line filling: adding more items within the present price range Product and Service Decisions Key Decisions Goal 2: Learn decisions companies make regarding products

  17. 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 Kellogg’s Product and Service Decisions Key Decisions Goal 2: Learn decisions companies make regarding products

  18. 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 Product and Service Decisions Key Decisions Goal 2: Learn decisions companies make regarding products

  19. Branding Strategy • Brand equity is the positive differential effect that knowing the brand name has on customer response to the product or service • One measure of equity is the extent to which customers are willing to pay more for the brand Campbell’s • Brand valuation is the process of estimating the total financial value of a brand Goal 3: Understand branding strategy

  20. 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 Goal 3: Understand branding strategy

  21. Brand Positioning Brand Name Selection Brand Sponsorship Brand Development Three levels of positioning: Product attributes Least effective Benefits Beliefs and values Taps into emotions Brand Strategy Key Decisions Goal 3: Understand branding strategy

  22. Brand Positioning Brand Name Selection Brand Sponsorship Brand Development Good Brand Names: Suggest something about the product or its benefitsMr. Clean Are easy to say, recognize and remember Are distinctive Are extendable Translate well into other languages Can be registered and legally protected Brand Strategy Key Decisions Goal 3: Understand branding strategy

  23. 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 Brand Strategy Key Decisions Goal 3: Understand branding strategy

  24. Brand Positioning Brand Name Selection Brand Sponsorship Brand Development Line extensions Minor changes to existing products Brand extensions Successful brand names help introduce new products Multibrands Multiple product entries in a product category New brands New product category Brand Strategy Key Decisions Goal 3: Understand branding strategy

  25. Managing Brands • Brands are known through advertising, personal experience, word of mouth, the Internet • Everyone in the company represents the brand • Companies need to periodically run a brand audit Goal 3: Understand branding strategy

  26. Services Marketing • Services • Account for 74% of U.S. gross domestic product. • Service industries include business organizations, government, and private not-for-profit organizations. Goal 3: Understand branding strategy

  27. 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 Goal 3: Understand branding strategy

  28. Service Firm Marketing Strategies • The Service-Profit Chain • Internal Marketing • Interactive Marketing • Managing Service Differentiation • Managing Service Quality • Managing Service Productivity Goal 4: Identify 4 characteristics that affect marketing a service

  29. Product Decisions and Social Responsibility • Acquiring and dropping products • Patent protection • Product quality and safety • Product warranties Goal 5: Realize additional product issues

  30. International Product and Services Marketing • Special challenges: • Which products should be marketed internationally? • Should the products be standardized or adapted for world markets? Packaging? Goal 5: Realize additional product issues

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