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Chapter 6 Managing Production Lines and Brands

Chapter 6 Managing Production Lines and Brands. New-product Development Product-line decision Brands decisions. 1. new-product development. What is new product? Major stages in new product development. What is new product?. Original products Product improvements Product modifications

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Chapter 6 Managing Production Lines and Brands

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  1. Chapter 6 Managing Production Lines and Brands • New-product Development • Product-line decision • Brands decisions

  2. 1.new-product development • What is new product? • Major stages in new product development

  3. What is new product? • Original products • Product improvements • Product modifications • New brands that the firm develops through its own research and development efforts

  4. Major stages in new product development • Idea generation • Idea screening • Concept development and testing • Marketing strategies • Business analysis • Product development • Test marketing • Commercialization

  5. 2.product-line decision • Product mix • Product-line analysis • Product –line length

  6. Product mix(assortment) • The set of all products and items that a particular seller offers for sale. • A company’s product mix has a certain width,length,depth, and consistency.

  7. Width:how many different product lines. • Length:the total number of items. • Depth:how many variants are offered of each product in the line. • Consistency:how closely related the various product lines are in end use,production requirement,distribution channels, or some other way.

  8. Product-line analysis • Sales and profit • Market profile

  9. Product-line length • Line stretching • Line filling

  10. Line stretching • Downmarket stretch • Upmarket stretch • Two-way stretch

  11. Line filling • Quality—price analysis

  12. 3.Brand Decision • What is brand? • Band decision

  13. What is brand? • Brand is a name,term,sign,symbol,or design,or a combination of them,intended to identify the goods or services of one seller or group of sellers and differentiate them from those of competitors.

  14. discussion • What is difference between product and brand? • How to define the line cycle of a brand?

  15. Brand decision • 1.to brand or not to brand? • 2.brand-sponsor decision • 3.Brand-name decision • 4.brand-strategy decision • 5.brand-reposition decision

  16. brand-sponsor decision • Manufacturer brand • Distributor brand • Licensed brand

  17. Brand-name decision • Individual • Blanket family • Separated family • Company-individual family

  18. brand-strategy decision • Line extensions • Brand extensions • New brands • cobrands

  19. brand-reposition decision • Reposition • No reposition

  20. Assignment • Case study : P425

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