Principles of Marketing

1. Principles of Marketing Lecture-20

2. Summaryof Lecture-19

3. Marketing Mix4 Ps

5. Levels of Products

6. Augmented Product Installation Packaging Features Brand Name Delivery & Credit After- Sale Service Core Benefit or Service Quality Level Design Warranty Core Product Actual Product

7. Product Classifications

8. Today’s Topics

9. Product

10. Augmented Product Installation Packaging Features Brand Name Delivery & Credit After- Sale Service Core Benefit or Service Quality Level Design Warranty Core Product Actual Product

11. Individual Product Decisions

12. Product Attributes Branding Labeling Packaging Product Support Services

13. Product Attributes Developing a Product or Service Involves Defining the Benefits that it Will Offer

14. Quality Features Design

15. Product Attribute Decisions

16. Product Quality Ability of a Product to Perform Its Functions; Includes Level & Consistency Product Features Help to Differentiate the Product from Those of the Competition Product Style & Design Process of Designing a Product’s Style & Function

17. Product Quality

18. Ability of a Product to Perform Its Functions; Includes Level & Consistency

19. Product Features

20. Help to Differentiate the Product from Those of the Competition

21. Product Design

22. Process of Designing a Product’s Style & Design

23. Branding

24. Brand A name, term, sign, symbol, or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those competitors

25. What is a Brand? It’s who you are...and what you stand for.

27. Why? Because...A Strong Brand is the Heart and “Sole/Soul” of an Organization!

28. What Branding Is? • A clear identity in the consumer's mind • Who you are: Product/service • What you stand for: Values/promise • A set of associations and feelings

29. To Brand or Not to Brand?

30. Why Incur the Cost & Efforts to Brand?

32. Brand Name Selection

33. 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

34. Brand Sponsorship

35. Manufacturer brands • Private (store) brands • Licensed brands • Co-branding

36. Brand Development

37. Product Category Line Extension Brand Extension Existing New Existing Multibrands New Brands Brand Name New Four Brand Strategies

38. Focus: Change Position Rejection Focus: Increase Awareness Nonrecognition Focus: Recognition Continue Education Focus : Preference Maintain Availability Focus : Insistence Develop High Brand Equity Branding

39. Packaging

40. Activity of designing and producing the container or wrapper for a product. • Packaging used to just contain and protect the product.

41. Labeling

42. Printed information appearing on or with the package. Performs several functions: • Identifies product or brand • Describes several things about the product • Promotes the product through attractive graphics.

43. Product - Support Services Companies should design its support services to profitably meet the needs of target customers and gain competitive advantage.

44. How? Step 1. Survey customers to assess the value of current services and to obtain ideas for new services. Step 2. Assess costs of providing desired services. Step 3. Develop a package of services to delight customers and yield profits to the company.

45. Enough for today. . .

46. Summary

47. Individual Product Decisions

48. Product Attributes Branding Labeling Packaging Product Support Services

49. Quality Features Design

50. Branding