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Enjoy the purest and tastiest water with "Pure Water". This transparent and refillable water bottle is easy to carry, resealable, and contains minerals for a healthy boost. With zero calories and no gas, it's the perfect choice for those who value their health and the environment.
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monô my water mon eau Mein Wasser ô “PET” ? ou écolô ?
What is this ? Status Doesn’tstain No calories Resealable Easy tocarry Refillable Transparant Minerals Pure ‘your’ image Healthy No gas
Product levels Figure 1 Product levels. Adapted from C. Gonroos, “Developing the Service Offering—A Source of Competitive Advantage,” in Add Value to Your Service, ed. C. Surprenant (Chicago: American Marketing Association, 1987), p. 252.
Product levels Figure 1 Product levels. Adapted from C. Gonroos, “Developing the Service Offering—A Source of Competitive Advantage,” in Add Value to Your Service, ed. C. Surprenant (Chicago: American Marketing Association, 1987), p. 252. Core product: is what the product does ! What is the buyer really buying? A hotel room in the Amstel Hotel or a nice cultural weekend in Amsterdam?
Product levels Figure 1 Product levels. Adapted from C. Gonroos, “Developing the Service Offering—A Source of Competitive Advantage,” in Add Value to Your Service, ed. C. Surprenant (Chicago: American Marketing Association, 1987), p. 252. Services orgoodswhich must be present to enable the use of the product
Product levels Services orgoodswhich must be present to enable the use of the product
Product levels Figure 1 Product levels. Adapted from C. Gonroos, “Developing the Service Offering—A Source of Competitive Advantage,” in Add Value to Your Service, ed. C. Surprenant (Chicago: American Marketing Association, 1987), p. 252. Extra productsthataddvalueand are in line with customer expectation
Product levels Extra productsthataddvalueand are in line with customer expectation
Product levels Figure 1 Product levels. Adapted from C. Gonroos, “Developing the Service Offering—A Source of Competitive Advantage,” in Add Value to Your Service, ed. C. Surprenant (Chicago: American Marketing Association, 1987), p. 252. Accessibilty, atmosphere, customer interaction, inter-customer interaction, customer as employee (the IKEA hotel guest)
What is a brand Definition • “…a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark.” In simple words • “…a promise.”
Obtain new products • By acquisition—buying a company, a patent, or a license to produce someone else’s product. • as development/introduction costs of major new products climbs, many companies decide to acquire existing brands • Through new product development by setting up its own research and development dpmnt. • original products, product improvements & modifications, and new brands the firm develops through its own research and development
Practical example Accor group has many different types of labels. High end to low budget, each label is a brand in it’s own right.
