Kotler08basic 1227033656524572 8
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Transcript of Kotler08basic 1227033656524572 8
Product, Services, and Branding
Strategy
Chapter 8
8 - 2
Learning Goals
1. Understand products and the major classifications of products and services
2. Learn the decisions companies make regarding their products and services
3. Understand branding strategy4. Identify the four characteristics
that affect the marketing of a service
5. Realize additional product issues
8 - 3
• Produce 7.5 million doughnuts each day
• Sell more than doughnuts; they sell an experience
• New store openings are eagerly anticipated in part due to extensive promotion
Case StudyKrispy KremeKrispy Kreme
8 - 4
Definitions
• Product Anything offered to a market for
attention, acquisition, use, or consumption that might satisfy a need or want.
• Service A form of product that consists of
activities, benefits or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.
Goal 1: Understand products and their classifications
8 - 5
What is a Product?
• Products, Services, and Experiences Market offerings may consist of a
combination of goods and services Experiences are used to differentiate
offerings• Levels of Product and Services
Core benefit, actual and augmented product
• Product and Service Classifications Consumer products and industrial
products
Goal 1: Understand products and their classifications
8 - 6
What is a Product?
• Convenience
• Shopping
• Specialty
• Unsought
• Frequent purchases bought with minimal buying effort and little comparison shopping
• Low price
• Widespread distribution
• Mass promotion by producer
Types of Consumer Products
Goal 1: Understand products and their classifications
8 - 7
What is a Product?
• Convenience
• Shopping
• Specialty
• Unsought
• Less frequent purchases
• More shopping effort for comparisons.
• Higher than convenience good pricing
• Selective distribution in fewer outlets
• Advertising and personal selling
Types of Consumer Products
Goal 1: Understand products and their classifications
8 - 8
What is a Product?
• Convenience
• Shopping
• Specialty
• Unsought
• Strong brand preference and loyalty, requires special purchase effort, little brand comparisons, and low price sensitivity
• High price
• Exclusive distribution
• Carefully targeted promotions
Types of Consumer Products
Goal 1: Understand products and their classifications
8 - 9
What is a Product?
• Convenience
• Shopping
• Specialty
• Unsought
• Little product awareness and knowledge (or if aware, sometimes negative interest)
• Pricing varies
• Distribution varies
• Aggressive advertising and personal selling by producers and resellers
Types of Consumer Products
Goal 1: Understand products and their classifications
8 - 10
Product and Service Classifications
•Consumer products
• Industrial products Materials and parts Capital items Supplies and services
Goal 1: Understand products and their classifications
8 - 11
Product and Service Classifications
• Organizations, persons, places, and ideas Organizational marketing makes
use of corporate image advertising Person marketing applies to
political candidates, entertainment sports figures, and professionals
Place marketing relates to tourism Social marketing promotes ideas
Goal 1: Understand products and their classifications
8 - 12
Product and Service Decisions
• Individual Product
• Product Line
• Product Mix
• Product attributes Quality, features,
style and design
• Branding• Packaging• Labeling• Product support
services
Key Decisions Key Decisions
Goal 2: Learn decisions companies make regarding products
8 - 13
Product and Service Decisions
• Product line A group of
products that are closely related because they may: •function in a similar manner
•be sold to the same customer groups,
•be marketed through the same types of outlets
•fall within given price ranges
Key Decisions Key Decisions
• Individual Product
• Product Line
• Product Mix
Goal 2: Learn decisions companies make regarding products
8 - 14
Product and Service Decisions
• Individual Product
• Product Line
• Product Mix
• Product line length Line stretching:
adding products that are higher or lower priced than the existing line
Line filling: adding more items within the present price range
Key Decisions Key Decisions
Goal 2: Learn decisions companies make regarding products
8 - 15
Product and Service Decisions
• Individual Product
• Product Line
• Product Mix
• Product mix Also known as
product assortment
Consists of all the product lines and items that a particular seller offers for sale
Key Decisions Key Decisions
Goal 2: Learn decisions companies make regarding products
8 - 16
Product and Service Decisions
• Individual Product
• Product Line
• Product Mix
• Product mix width: Number of different
product lines carried by company
• Product mix depth: Number of different
versions of each product in the line
• Product mix consistency
Key Decisions Key Decisions
Goal 2: Learn decisions companies make regarding products
8 - 17
Branding Strategy
• Brand equity is the positive differential effect that knowing the brand name has on customer response to the product or service
• One measure of equity is the extent to which customers are willing to pay more for the brand
• Brand valuation is the process of estimating the total financial value of a brand
Goal 3: Understand branding strategy
8 - 18
Branding Strategy
• Brands with strong equity have many competitive advantages: High consumer awareness Strong brand loyalty Helps when introducing new
products Less susceptible to price
competition
Goal 3: Understand branding strategy
8 - 19
Brand Strategy
• Brand Positioning
• Brand Name Selection
• Brand Sponsorship
• Brand Development
• Three levels of positioning: Product
attributes• Least effective
Benefits Beliefs and values
• Taps into emotions
Key Decisions Key Decisions
Goal 3: Understand branding strategy
8 - 20
Brand Strategy
• Brand Positioning
• Brand Name Selection
• Brand Sponsorship
• Brand Development
• Good Brand Names: Suggest something
about the product or its benefits
Are easy to say, recognize and remember
Are distinctive Are extendable Translate well into
other languages Can be registered
and legally protected
Key Decisions Key Decisions
Goal 3: Understand branding strategy
8 - 21
Brand Strategy
• Brand Positioning
• Brand Name Selection
• Brand Sponsorship
• Brand Development
• Manufacturer brands
• Private (store) brands Costly to establish
and promote Higher profit margins
• Licensed brands Name and character
licensing has grown
• Co-branding Advantages /
disadvantages
Key Decisions Key Decisions
Goal 3: Understand branding strategy
8 - 22
Brand Strategy
• Brand Positioning
• Brand Name Selection
• Brand Sponsorship
• Brand Development
• Line extensions Minor changes to
existing products
• Brand extensions Successful brand
names help introduce new products
• Multibrands Multiple product
entries in a product category
• New brands New product category
Key Decisions Key Decisions
Goal 3: Understand branding strategy
8 - 23
Managing Brands
• Brands are known through advertising, personal experience, word of mouth, the Internet
• Everyone in the company represents the brand
• Companies need to periodically run a brand audit
Goal 3: Understand branding strategy
8 - 24
Services Marketing
•Services Account for 74% of U.S.
gross domestic product. Service industries include
business organizations, government, and private not-for-profit organizations.
Goal 3: Understand branding strategy
8 - 25
Characteristics of Services
• Intangibility Consumers look for service quality signals
• Inseparability Services can’t be separated from providers
• Variability Employees and other factors result in
variability
• Perishability Services can’t be inventoried for later sale
Goal 3: Understand branding strategy
8 - 26
Service Firm Marketing Strategies
• The Service-Profit Chain Internal Marketing Interactive Marketing
• Managing Service Differentiation
• Managing Service Quality
• Managing Service Productivity
Goal 4: Identify 4 characteristics that affect marketing a service
8 - 27
Product Decisions and Social Responsibility
•Acquiring and dropping products
•Patent protection
•Product quality and safety
•Product warranties
Goal 5: Realize additional product issues
8 - 28
International Product and Services Marketing
•Special challenges: Which products should be
marketed internationally? Should the products be
standardized or adapted for world markets? Packaging?
Goal 5: Realize additional product issues