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Lecture 9 Chapter Eight

Lecture 9 Chapter Eight. Product, Services, and Brands: Building Customer Value. Product, Services, and Branding Strategy. What Is a Product? Product and Services Decisions Branding Strategy: Building Strong Brands Services Marketing. Topic Outline. What Is a Product?.

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Lecture 9 Chapter Eight

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  1. Lecture 9Chapter Eight Product, Services, and Brands: Building Customer Value

  2. Product, Services, and Branding Strategy What Is a Product? Product and Services Decisions Branding Strategy: Building Strong Brands Services Marketing Topic Outline

  3. What Is a Product? Product is anything that can be offered in a market for attention, acquisition, use, or consumption that might satisfy a need or want Experiences represent what buying the product or service will do for the customer Products, Services, and Experiences

  4. What Is a Product? Levels of Product and Services

  5. What Is a Product? Consumer products are products and services for personal consumption Classified by how consumers buy them • Convenience products • Shopping products • Specialty products • Unsought products Product and Service Classifications

  6. Product and Service Decisions Individual Product and Service Decisions

  7. Product and Service Decisions Product attributes are the benefits of the product or service Quality Features Style and design Individual Product and Service Decisions

  8. Product and Service Decisions Product quality includes level and consistency Quality level is the level of quality that supports the product’s positioning Conformance quality is the product’s freedom from defects and consistency in delivering a targeted level of performance Individual Product and Service Decisions

  9. Product and Service Decisions Product features are a competitive tool for differentiating a product from competitors’ products Product features are assessed based on the value to the customer versus the cost to the company Individual Product and Service Decisions

  10. Product and Service Decisions Style describes the appearance of the product Design contributes to a product’s usefulness as well as to its looks Individual Product and Service Decisions

  11. Product and Service Decisions Brand is the name, term, sign, or design—or a combination of these—that identifies the maker or seller of a product or service Brand equity is the differential effect that the brand name has on customer response to the product and its marketing Individual Product and Service Decisions

  12. Product and Service Decisions Packaging involves designing and producing the container or wrapper for a product Labels identify the product or brand, describe attributes, and provide promotion Individual Product and Service Decisions

  13. Product and Service Decisions Product support services augment actual products Individual Product and Service Decisions

  14. Product and Service Decisions Product line is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges Product Line Decisions

  15. Product and Service Decisions Product linelength is the number of items in the product line Line stretching Line filling Product Line Decisions

  16. Product and Service Decisions Product mix consists of all the products and items that a particular seller offers for sale Width Length Depth Consistency Product Mix Decisions

  17. The 3 levels of a product • CORE • Actual • Augmented • Expected/Potential

  18. TANGIBLE Design Price Performance Availability INTANGIBLE Image Value Perception BRAND VALUES Product Dimensions

  19. Characteristics of PLC Stages

  20. New Product Development Where do products come from? Think of some new products Why is there a need for new products? Think of some new products Why do new products fail?

  21. Product • New product • Novel • Me too • Necessity • Luxury • Commodity • Fashion • Component • POSITIONING

  22. New Product Development Where do products come from? Think of some new products Why is there a need for new products?

  23. New Product Development – The process • Idea generation • Screening ideas • Initial concept testing • Feasibility analysis • Development of products • Test marketing • Launch - commercialisation • Evaluation – fine tuning

  24. What are the options for NPD for the following? • DIY Store • Biscuit manufacturer • Magazine company • Plane manufacturer • Assess each option using Ansoff

  25. Product Adoption – the process • Awareness • Interest • Evaluation • Trial • Adoption • Post purchase review

  26. Adopters’ – Rogers.

  27. Branding Strategy: Building Strong Brands Brand represents the consumer’s perceptions and feelings about a product and its performance. It is the company’s promise to deliver a specific set of features, benefits, services, and experiences consistently to the buyers

  28. Branding Strategy: Building Strong Brands Brand strategy decisions include: Product attributes Product benefits Product beliefs and values Brand Positioning

  29. Branding Strategy: Building Strong Brands Desirable qualities Suggest benefits and qualities Easy to pronounce, recognize, and remember Distinctive Extendable Translatable for the global economy Capable of registration and legal protection Brand Name Selection

  30. Branding Strategy: Building Strong Brands Think of some brand names.. Rule of 4… A – Z…. Brand Name Selection

  31. Branding • What is a brand? • Family Brand • Solus Brand • Manufacturer’s Brand • House Label • And Mixture /Hybrid/

  32. Branding Strategy: Building Strong Brands Brand Development Strategies

  33. Brands as an Asset Simply the difference between traditional accounting value of assets and the Quoted Stock market valuation The ability to charge a premium price EG TCL / Hisense versus Sony TV’s

  34. Services Marketing Government Private not-for-profit organizations Business services Types of Service Industries

  35. Services Marketing Nature and Characteristics of a Service

  36. Services Marketing In addition to traditional marketing strategies, service firms often require additional strategies Service-profit chain Internal marketing Interactive marketing Marketing Strategies for Service Firms

  37. Services Marketing Service-profit chain links service firm profits with employee and customer satisfaction Internal service quality Satisfied and productive service employees Greater service value Satisfied and loyal customers Healthy service profits and growth Marketing Strategies for Service Firms

  38. Services Marketing Internal marketing means that the service firm must orient and motivate its customer contact employees and supporting service people to work as a team to provide customer satisfaction Internal marketing must precede external marketing Marketing Strategies for Service Firms

  39. Services Marketing Interactive marketing means that service quality depends heavily on the quality of the buyer-seller interaction during the service encounter Service differentiation Service quality Service productivity Marketing Strategies for Service Firms

  40. Services Marketing Managing service differentiation creates a competitive advantage from the offer, delivery, and image of the service Offer can include distinctive features Delivery can include more able and reliable customer contact people, environment, or process Image can include symbols and branding Marketing Strategies for Service Firms

  41. Services Marketing Managing service quality provides a competitive advantage by delivering consistently higher quality than its competitors Service quality always varies depending on interactions between employees and customers Marketing Strategies for Service Firms

  42. Services Marketing Managing service productivity refers to the cost side of marketing strategies for service firms Employee recruiting, hiring, and training strategies Service quantity and quality strategies Marketing Strategies for Service Firms

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