An assignmentOn

Principles of Marketing (MKT-206)

Topic: Products, Services, and Brands and Real Marketing (Chapter – 08)

Submitted Date: 05/08/2012

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Prepared For:

Mrs. Rokeya Binte Shahid,Lecturer

Green University of Bangladesh

Prepared by:

Md. Moazzemem Hossain (110106034)Anqur Chowdhury (110106027)Fatema Akter Mukta (110106048)

Green University of Bangladesh

Three Levels of Products

Core Customer Value Actual Product Augmented Product

Features

Design

Packaging

Quality Level

Brand Name

After Sale Service

Warranty

Product Support

Delivery and Credit

Product:

Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want and need.

Level of product and services:

Three levels of product:

Product and Service Classifications:

1. Consumer products:

A product bought by final consumer for personal consumption.

2. Industrial product:

A product bought by individuals and organizations for further processing or for use in conducting a business.

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Individual product decisions:

Product and service attributes:

Developing a product or service involves defining the benefits that it will offer. These benefits are communicated and delivered by product attributes such as quality, features, and style and design.

Product quality: The characteristics of a product or service that bear on its ability to satisfy stated or implied customer needs.

Product features: A product can be offered with varying features. A stripped-down model, one without any extras, is starting point. The company can create higher-level models by adding more features are competitive tool for differentiating the company’s product from competitors’ products.

Product style and design: Style simply describes the appearance of a product. Design is a larger concept than style. Design is more than skin deep-it goes to the very heart of product. Good design contributes to a product’s usefulness as well as to its look.

Branding:

A name, term, sign, symbol, design, or a combination of these that identifies the products or service of one sellers and differentiates them from those of competitors.

Packaging:

The activities of designing and producing the container or wrapper for a product.

Labeling:

The label identifies the product or brand. The label might also describe several things about the product who made it, where made it, when it was made, its contents, how it is to be used, and how to use it safely. Labeling also help to promote the brand, support its positioning, and connect with customers.

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Product support service:

Customer service is another element of product strategy. A company’s offer usually includes some support services, which can be minor or major part of total offering. The first step is to survey customers periodically to assess the value of current services and obtain ideas for new ones. Then, to rewards those that have high customers-service ratings and to keep customers happier after sale. Many companies are now using a sophisticated mix of phone, e-mail, fax, internet, and interactive voice and data technologies to provide support services that were not possible before. Product line:

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.

Real marketing-(Introduction) Parle Bisleri Ltd.:

“Bisleri” is a powerful brand. In fact, the brand has become synonymous with “water,” the generic product category, over the years. Unlike many Western European and North American countries, India is a country that constantly grapples with the problem of portable drinking water. In a hot and tropical country like India, the market for pure drinking water is huge. Assuming that a human being needs 1-2 liters of water a day, a population of over 1 billion would need 1-2 billion liters of water. At Rs. 10 per liter, the potential market for pure drinking water can be easily forecasted. “Ramesh J. Chauhan” is the managing director of “Parle Bisleri Ltd.”. It started expanding the operations of Bisleri in 1995. Since 1995, he has multiplied his operations by 20 times with an average growth rate of 40 percent. Today, Bisleri has become a household name. In 1995 the introduction of the 500-ml bottle at just Rs. 5. The 500-ml bottle was so successful that it gave the company a growth of 400 percent. By 2000 to 2001, however, the brand was becoming generic. In September 2000, Bisleri launched its “Play Safe” ad campaign in print and television media. Since 1995 to now it becomes a popular product of daily needs of humans of India. But still the company is not very happy with its achievements. “This is not enough-we need to keep looking for different avenues,” says Chauhan.

Branding strategy:

Brand equity:The differential effect that knowing the brand name has on customer response to

the product or its marketing

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Building strong brands:

Brand development strategies:

Existing New

Line extension: Extending an existing brand name to new forms, colors, sizes, ingredients, or flavors of existing product category.

Brand extension: Extending an existing brand name to new product categories. A brand extension extends a current brand name to new or modified products in new category.

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Brand Position

Attributes

Benefits

Beliefs and values

Brand name selection

Selection

Protection

Brand sponsorship

Manufacture’s brand

Private brandLicensing

Co-branding

Brand development

Line extensions

Brand extensions

Multi brandsNew brands

Product category

Existing New

Existing

Brand name

New

Line extension

Brand extension

New brands

Multibrands

Multi brands: Extending a new brand name to existing product category. Multi branding offers a way to establish different features and appeal to different buying motives.

New brands: Extending a new brand name to new product category. A company enters with a new product with a new brand name to create a change in market.

Real marketing-(8.1) Cadbury: (The king of the Indian chocolate market) :

Cadbury is a leading global confectionery company with headquarters in the United Kingdom. It has operations in over 60 countries, and manufacturers and sells chocolates, gum, and candy brands. Cadbury began its operation in India in 1948 by importing chocolates. Currently, Cadbury India offers four product categories: chocolate confectionary, milk-food drinks, candy, and gum. In the chocolate confectionary business, Cadbury is an undisputed leader in India. It offers several brands like Cadbury Dairy Milk (CDM), 5 Star, Perk, Éclairs, and Celebration. Cadbury has nicely covered the market with offering that range from Rs. 1 for a Cadbury Éclair to the all-year-round Cadbury Celebrations gift packs priced between Rs. 145 and Rs. 155. It enjoys a value market share of over 70 percent of the chocolate confectionary market in India. In 1990s it comes out with the campaign of “Khane Walon Ko Khane Ka Bahana Chaiye” (a person who wants to eat just needs an excuse to eat). Today, the brand has penetrated even in smaller towns, and the sales volume there has grown by over 40 percent. Today, Dairy Milk is the largest chocolate brand in India. It is undisputed leader with an overall market share of over 30 percent. Of the approximately 207 million Cadbury bars sold each day, Dairy Milk alone accounts for over one million. The name “Cadbury” is synonymous with chocolates in India. The logo of Cadbury as well as its purple color are strongly associated with the brand and have one of the highest recognitions among popular customer brands in consumers, minds. Not surprisingly, Dairy Milk emerged as the No. 1 “Most Trusted Brand” in Mumbai (India) for Brand Equity’s Most Trusted Brands Survey (2005). From the beginning to now the Cadbury is stayed in top position as a chocolate confectionary in India and other 59 countries respectively.

Service:Any activity or benefit that one party can offer to another that is essentially

intangible and does not result in the ownership of anything.

Characteristics of Service Marketing:

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ServicePerishability

Services cannot be stored for later sale or

use

Inseparability

Service cannot be separated from their providers

Intangibility

Services cannot be seen, tasted, felt, heard,

or smelled before purchase

Variability

Quality of services depends on who

provides them and when, where, and how

Service intangibility: A major characteristic of services-they cannot be seen, tested, felt, heard, or smelled before they are bought.

Service inseparability: A major characteristic of services- they are produced and consumed at the same time and cannot be separated from their providers.

Service variability: A major characteristics o services-their quality may vary greatly, depending on who provides them and when, where, and how.

Service perishability: A major characteristic of services-they cannot be stored for later sale or use.

Service-profit chain:

1. Internal service equity: Superior employee selection and training, a quality work environment, and strong support for those dealing with customers, which results in . . .

2. Satisfied and productive service employees: More satisfied, loyal, and hardworking employees, which results in . . .

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1. Internal service quality

2. Satisfied and productive service

employees

3. Greater service value

4. Satisfied and loyal customers

5. Healthy service profits

and growth

3. Greater service value: More effective and efficient customer value creation and service delivery, which results in . . .

4. satisfied and loyal customers: Satisfied customers who remain loyal, repeat purchase, and refer other customers, which results in . . .

5. Healthy service profits and growth: Superior service firm performance

Service marketing:

Services have grown dramatically in recent years. Services industries vary greatly. Government offer services through courts, employment services, hospital, military services, police and fire department, postal services, and schools. Private non-profit organization offer services through museums, charities, churches, colleges, foundations, and hospitals. a large number of business organizations offer services- airlines, banks, hotels, insurance companies, consulting firm, medical and legal practices, entertainment companies, real-estate firms, retailers and others.

Internal marketing:

Orienting and motivating customer-contact employees and supporting service people to work as a team to provide customer satisfaction.

Interactive marketing:

Training service employees in the fine art of interacting with customers to satisfy their needs.

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Company

Internal marketing External marketing

Employees Customers Interactive marketing

Real marketing-(8.2) Shaukat Khanum: (Meeting Service Quality Challenges):

Shaukat Khanum Memorial Cancer Hospital and Research Centre, popularly known as Shaukat Khanum, was established in 1994 in Lahore, Pakistan. The hospital was launched with the mission of providing comprehensive cancer care to patients irrespective of their capacity to pay for the extremely costly medical tests and treatment. Over the next decade, Shaukat Khanum was very successful in achieving its objectives. By 2008, the institution had spent approximately US$ 100 million in supporting the treatment of thousands of indigent cancer patients, whose workload comprised about 75 percent of the total. It has also established itself as a regional center of excellence in cancer care. Shaukat Khanum was founded by Imran Khan, one of Pakistan’s most illustrious cricketers. Shaukat Khanum was the mother of Imran Khan. Shaukat Khanum’s creation was special enough, but its ability to sustain its high quality work and mission over the next 14 years against tremendous odds is a matter of pride for its entire stakeholder. After a period of time they mange to create some quality doctors and nurses who serves a good service to the patients. In 2008, it was found that only 10 percent of patients had something negative to say about Shaukat Khanum’s various services. Most of the respondents understood that there were legitimate grounds for rejecting patients, and it did not dampen or erode Shaukat Khanum’s trustworthiness and reputations. 95 percent of stakeholder of Shaukat Khanum’s able to knowing that they can not accept all patients. Consequently, most of them also want to contribute toward Shaukat Khanum’s mission of serving the poor cancer patients of the region. They took those kinds of decisions because of some difficult challenges they have faced.

The End!!!

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