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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 www.AssignmentPoint.com
THE PRODUCT LIFE CYCLE • Introduction Stage • Growth Stage • Maturity Stage • Decline Stage • Deletion • Harvesting
Honda Ad Introductory stage product
Product life cycle for the stand-alone fax machine for business use: 1970-2001
THE PRODUCT LIFE CYCLE • Some Dimensions of the Product Life Cycle • Length of the Product Life Cycle • Shape of the Product Life Cycle
THE PRODUCT LIFE CYCLE • Some Dimensions of the Product Life Cycle The Product Level: Class and Form
Video game console and software life cycles by product class and product form
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
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
BRANDING AND BRAND MANAGMENT • Branding • Brand name • Trade name • Trademark
BRANDING AND BRAND MANAGMENT • Brand Personality and Brand Equity • Creating Brand Equity
BRANDING AND BRAND MANAGMENT • Brand Personality and Brand Equity Valuing Brand Equity • Licensing • Picking a Good Brand Name
BRANDING AND BRAND MANAGMENT • Branding Strategies • Manufacturer Branding • Multiproduct branding
BRANDING AND BRAND MANAGMENT • Manufacturer Branding • Co-branding • Multibranding • Euro-branding • Private Branding • Mixed Branding • Generic Branding
PACKAGING AND LABELING • Creating Customer Value Through Packaging and Labeling • Communication Benefits • Functional Benefits • Perceptual Benefits
PACKAGING AND LABELING • Global Trends in Packaging • Environmental Sensitivity • Health and Safety Concerns
PRODUCT WARRANTY • Express warranty • Limited coverage • Full coverage • Implied coverage