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PRODUCT & BRAND. Objectives:. Define the term product. Concept of Services Define the terms: levels of product, product line, and product mix. Concept of branding. What is a Product?. People buy want satisfaction rather than objects.
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Objectives: • Define the term product. • Concept of Services • Define the terms: levels of product, product line, and product mix. • Concept of branding
What is a Product? • People buy want satisfaction rather than objects. • A product is a bundle of physical, service, and symbolic attributes designed to satisfy a customer’s wants and needs.
Product ClassificationsConsumer Products • Convenience Products • Buy frequently & immediately • Low priced • Mass advertising • Many purchase locations • Fast Food, Candy, Newspapers • Shopping Products • Buy less frequently • Higher price • Fewer purchase locations • Comparison shop • Clothing, appliances • Specialty Products • Special purchase efforts • High price • Unique characteristics • Brand identification • Few purchase locations • Car, Computer • Unsought Products • New innovations • Products consumers don’t • want to think about • Require much advertising & • personal selling • Life insurance, blood donation
Product ClassificationsIndustrial Products Materials and Parts Capital Items Supplies and Services
Augmented Product Levels of Product Installation Potential Product Packaging Features Brand Name Delivery & Credit After- Sale Service Core Benefit or Service Quality Level Design Warranty Actual/Embodied(Basic+Expected) Product Core Product
Product Hierarchy: • Need Family:Entertainment • Product Family ( need satisfaction): Home entertainment devices, Going outdoor, Hobby • Product Class (functional coherence): DVDs, Music System, Television, Radio • Product Line: Television • Product Type: Plasma • Item:50” Plasma Television • Brand: Sony Bravia
Service Characteristics Marketing Implications Strategies Service Characteristics and Marketing Implication for Strategic Decisions Intangibility -Cannot be stored, No patents, Communication problem, Noready display, Pricing difficulties -Tangible clues, Personal sources, Post purchase comm. WOM Consumer involved in production, No mass production, Supply demand match -Selection training of contact person, Manage consumer, Multi-site location Inseparability -Standardization & Quality control difficult -Industrialize & Customize Heterogeneity -Cope with fluctuating demand & match through process Perishability No inventorization
Problem solving Advice and information Order taking Overnight transportation and delivery of packages Billing statements Supplies Tracing Pickup Documentation Core and Supplementary Servicesfor Courier Company
Marketing Mix: 3 more Ps • People • Process • Physical evidence
Product Attributes Branding Individual Product Decisions Packaging Labeling Product Support Services
Product Attribute Decisions Features Quality Design
Product Item A specific version of a product that can be designated as a distinct offering among an organization’s products. Product Line A group of closely-related product items. Product Mix All products that an organization sells. Product Items, Lines, and Mixes
Product Mix Decisions Width/Breadth - number of different product lines Length - total number of items in product lines Product Mix - all the product lines & items offered Consistency Depth - number of versions of each product
Dabur: Product Ranges • Health Care • Health Supplements • Digestives • OTC-Health Care • Personal Care • Hair Care • Oral Care • Skin Care • Foods • Homecare • Consumer Health-Ethical • General health • Digestive support • Joint support • Professional Range Breadth/Width: number of different product lines
Length and Depth of Product Mix Dabur: Health Care • Health Supplements • DaburChyawanprash • 1 kg (Rs. 180.00)500 gms (Rs.103.00)250 gms (Rs. 57.00) • DaburChyawanprash mango and orange, mixed fruits flavours” • 500 gms (Rs.130.00) • 250 gms (Rs. 75.00) • Sugar-free DaburChyawanPrakash • Chocolate-flavoured granular DaburChyawan Junior • Glucose D • Dabur Honey Digestives • Hajmola Regular • Glass Bottle • Sachet • Hajmola Regular • Glass Bottle • Sachet • Hajmola Candy • Mint masti • AlbelaAam • ChulbuliImli • Pudin Hara • Liquid • Pearls • Pudin Hara Lemon Freeze Sachet • Dabur Nature Care • OTC Health Care • Gastro Intestional • Dabur active antacid • Cough & Cold • DaburHonitus • cough remedy syrup • Lozenges • Rejuventation • Shilajit gold • Women’s health • Dabur active blood purifier • Memory Enhancer • DaburShankhaPushpi • Medicated Oils • DaburBadam Oil (Tail) • Baby Care • DaburLal Tail • DaburJanamGhunti • Dabur Gripe water • Rubs and Balms • Dabur Balm Double action Length: total number of items in product lines Depth: number of version of each product
Brand It is a name, term, design, symbol,, or any other feature that identifies one seller’s good or services as distinct from those of other seller.
A sum of parts + Functional Product Attributes Symbolic Values & Associations Rational (Head) Emotional (Heart) The Brand
Consistency Quality & Value Brands: Characteristics Attributes Identification Advantages of Brand Names Brand Equity Defense Against Competition Loyalty Awareness Credibility
Brand Name Selection Selection Protection Major Branding Decisions Brand Sponsor Manufacturer’s Brand Private Brand Licensed Brand Co-branding Brand Strategy New Brands Line Extensions Brand Extensions Multibrands
Good Brand Name: • Easy to remember and pronounce • Invokes positive association • Suggests a positive image • Reinforces product concept • Communicates product benefits • Says something about the user • Avoids linguistic traps
Brand-Name Decision: • Individual Names:Coke, Fanta, Sprite • Blanket Family Name: GE, ABB • Separate Family Name: Colgate, Palmolive, Axion • Corporate Name + Individual Product Name:Godrej Eon, Honda Shine
Brand Sponsor: • Manufacturer’s Brand: Indica • Private Brand: Big Bazar-Tasty Treat, More-Feaster • Licensed Brand: Coke • Co-branding: Bank+ Insurance
Brand Strategies Line Extension Kellogg in different taste Brand Extension Johnson baby soap, Johnson shampoo Product Category Existing New Multibrands Lux, Rexona,Lifebuoy New Brands Boroline, Eleen Existing BrandName New Household Care Products | Surface Care - Colgate India
Packaging and Labeling Products Competitive Advantages Product Safety Sales Tasks Packaging Labeling Describes Identifies Promotes
Product - Support Services Companies should design its support services to profitably meet the needs of target customers and gain competitive advantage. 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.
Supermarket trolley 'comes with DVD player' • Tesco is reportedly to introduce trolleys to its supermarkets that come specially equipped with DVD and CD players for children. • The Daily Star says the retailer came up with the idea after finding that 75 per cent of parents find shopping with children stressful. • The store says the DVD could also feature educational features such as spelling and maths games. • Child psychologist Professor Kevin Browne says the store's move is a great idea for keeping children busy.
