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MANAGING

PRODUCTS

AND BRANDS

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THE PRODUCT LIFE CYCLE

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Introduction Stage

Growth Stage Maturity Stage Decline Stage

Deletion Hare!ting

THE PRODUCT LIFE CYCLE

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Honda AdIntroductory stage

product

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Product life cycle for the stand-Product life cycle for the stand-

alone fax machine for business use: 1970-2001alone fax machine for business use: 1970-2001

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So"e Di"en!ion! o# the Product $i#eCycle

$ength o# the Product $i#e Cycle Sha%e o# the Product $i#e Cycle

THE PRODUCT LIFE CYCLE

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Alternative product life cyclesAlternative product life cycles

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So"e Di"en!ion! o# the Product $i#eCycle The Product $eel& Cla!! and

'or"

THE PRODUCT LIFE CYCLE

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Video ame console and soft!are life cycles by productVideo ame console and soft!are life cycles by product

class and product formclass and product form

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"ateories and profiles of product adopters"ateories and profiles of product adopters

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Role o# a Product Manager

Modi#ying the Product Modi#ying the Mar(et

'inding New U!er!

Increa!ing U!e Creating New U!e Situation

MANAGING TH)

PRODUCT $I') C*C$)

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Re%o!itioning the Product Reacting to a Co"%etitor+! Po!ition Reaching a New Mar(et Catching a Ri!ing Trend Changing the ,alue O##ered

Trading up

Trading down

Downsiing

MANAGING TH)

PRODUCT $I') C*C$)

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Branding Brand na"e Trade na"e

Trade"ar(

BRANDING AND

BRAND MANAGM)NT

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Brand Per!onality and Brand )-uity Creating Brand )-uity

BRANDING AND

BRAND MANAGM)NT

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"ustomer-based brand e#uity pyramid"ustomer-based brand e#uity pyramid

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Brand Per!onality and Brand )-uity,aluing Brand )-uity

$icen!ing Pic(ing a Good Brand Na"e

BRANDING AND

BRAND MANAGM)NT

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Branding Strategie! Manu#acturer Branding Mul!iproduc! "randing

BRANDING AND

BRAND MANAGM)NT

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Alternative brandin strateiesAlternative brandin strateies

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Manu#acturer Branding

Co./randing Mul!i"randing #uro-"randing

Priate Branding

Mi0ed Branding Generic Branding

BRANDING AND

BRAND MANAGM)NT

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Creating Cu!to"er ,alue ThroughPac(aging and $a/eling Co""unication Bene#it! 'unctional Bene#it!

Perce%tual Bene#it!

PACKAGING AND LAELING

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Glo/al Trend! in Pac(aging

)niron"ental Sen!itiity Health and Sa#ety Concern!

PACKAGING AND LAELING

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#$press warran!%

&imi!ed co'erage

(ull co'erage

Implied co'erage

PRODUCT !ARRANTY