Materi Kuliah ; Bab 17
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Transcript of Materi Kuliah ; Bab 17
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Chapter 17
Managing Product Lines,
Brands, andPackaging
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What Is a Product?
A Product is anything that can be offered to amarket for attention, acquisition, use, orconsumption that might satisfy a want or
need.
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Five Levels of a Product
Potensial Product
Augmented Product
Expected Product
Generic Product
Core
Benefit
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Product Hierarchy
1.Need Family
The core need that underlies the product family.
Example: security.
2.Product Family
All the product classes that can satisfy a core need with reasonableeffectiveness.
Example : Saving and income.
3.Product Class
A Group of products within the product family recognized as having a certainfunctional coherence.Example: Financial instrument.
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4.Product LineA Group of products within a product class that are closely related because they
function in a similar manner or are sold to the same customer groups or aremarketed through the same types of outlets or fall within given price ranges.Example : Life insurance
5.Product TypeThose items within a product line that share one of several possible forms of
the product.
Example : Term life
6.BrandThe name associated with one or more items in the product line that is used toidentify the source or character of the item(s).Example : Prudential.
7.ItemA distinct unit within a brand or product line that is distinguishable by size,
price, appearance, or some other attribute. The item is calleda stockkeeping unit, or
product variant. Example : Prudential renewable term life insurance.
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Product Classification
Product Mix Decisions
A product mix (also called productassortment),
is the the set of all product lines and items
that a particular seller offers for sale to buyers
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Product Line Decisions
A product lineis a group of products that are closelyrelated because they perform a similarfunction, are sold to the same customergroups, are marketed through the same
channels, or make up a particular pricerange.
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What is a Brand ?
A Brand
Is a name , term, sign, symbol, or design, or
a combination of them, intended to identifythe goods or services of one seller or groupof sellers and to differentiate them fromthose of competitors.
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Attributes :A brand first brings to mind certain attributes. Thus, Mercedes suggests
expensive, well built, well engineered, durable, high prestige, high resale
value, fast, and so on. The company may use one or more of these attributes
to advestise the car. For years Mercedes advertised, Engineered like no other
car in the world. This served as the positioning platform for projecting other
attributes of the car.
Benefits:A brand is more than a set of attributes. Customers are not buying attributes, they
are buying benefits. Attributes need to be transleted into functional and/or
emotional benefits. The attributes durable could translate into the functional
benefits, I wont have to buy a new car every few years. The attribute
expensive might translate into emotional benefit, The car helps me feel
important and admired. The attribute well-built might translate into the
functional and emotional benefits, I am safe in case of an accident.Values:The brand alsosays something about the producers values. Thus, Mercedes
stands for high performance, safety, prestige, and so on. The brand marketer
must fighure out the specific groups of car buyers who would be seeking these
values.
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Culture:The brand may additionally represent a certain culture. The Mercedes
represents German culture: organized, efficient, high quality.
Personality:The brand can also project a certain personality. If the brand were a person, an
animal, or an object, what would come to mind? Mercedes may suggest a
no-nonsense boss (person), a reigning lion (animal), or an austere palace
(object). Sometimes it might take on the personality of an actual well-knownperson or spokesman.
User:The brand suggests the kind of consumer who buys or uses the product. We
would be surprised to see a 20-year-old secretary driving a Mercedes. Wewould expet instead to see a 55-year-old top excecutive behind the wheel.
The users will be those who respect the values, culture, and personality of
the product.
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Brand-Name DecisionManufacturers who brand their products face further choices. Four
brand-name strategies are used:
1. Individual Brand Names:
This policy is followed by General Mills (Bisquick, Gold Medal, Betty
Crocker, Nature Valley).
2. A Blanket Family Name for All Products:This Policy is followed by Heinz and General Electric.
3. Separate Family Names for All Products:
This policy followed by Sears (Kenmore for appliances, Craftsman for
tools, and Homart for major home installations).
4. Company Trade Name Combined with Individual Product NamesThis Policy is followed by Kelloggs (Kellogs Rice Krispies, Kellogs
Raisin Bran, and Kelloggs Corn Flakes).
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FIGURE 17-6Four Brand Strategies
Product Category
Existing New
Line
extension
Brand
extension
MultiBrand New Brands
Existing
New
Brand Name