Ô “PET” ? ou écolô ? monô my water mon eau Mein Wasser.
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ô “PET” ? ou écolô ? monô my water mon eau Mein Wasser
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Transcript of Ô “PET” ? ou écolô ? monô my water mon eau Mein Wasser.
ô “PET” ?ou écolô ?
monô my water mon eauMein Wasser
What is this ?
Easy to carryEasy to carry
HealthyHealthyNo gasNo gas
‘your’ image‘your’ image
StatusStatus
Doesn’t stainDoesn’t stain
TransparantTransparant
ResealableResealable
RefillableRefillable
PurePure
No caloriesNo calories
MineralsMinerals
Atmosphere and purchase behavior
Mood-Creating Medium
Effect-Creating Medium
Message-Creating Medium
Attention-Creating Medium
Product levels
Figure 1 Product levels. Adapted from C. Gonroos, “Developing the Service Offering—A Source of Competitive Advantage,” in Add Value to Your Service, ed. C. Surprenant (Chicago: American Marketing Association, 1987), p. 252.
Product levels
Figure 1 Product levels. Adapted from C. Gonroos, “Developing the Service Offering—A Source of Competitive Advantage,” in Add Value to Your Service, ed. C. Surprenant (Chicago: American Marketing Association, 1987), p. 252.
What is the buyer really buying?
A hotel room in the Amstel Hotel or a nice cultural weekend in Amsterdam?
Core product: is what the product does !
Product levels
Figure 1 Product levels. Adapted from C. Gonroos, “Developing the Service Offering—A Source of Competitive Advantage,” in Add Value to Your Service, ed. C. Surprenant (Chicago: American Marketing Association, 1987), p. 252.
Services or goods which must be present to enable the use of the product
Product levels
Services or goods which must be present to enable the use of the product
Product levels
Figure 1 Product levels. Adapted from C. Gonroos, “Developing the Service Offering—A Source of Competitive Advantage,” in Add Value to Your Service, ed. C. Surprenant (Chicago: American Marketing Association, 1987), p. 252.
Extra products that add value and are in line with customer expectation
Product levels
Extra products that add value and are in line with customer expectation
Product levels
Figure 1 Product levels. Adapted from C. Gonroos, “Developing the Service Offering—A Source of Competitive Advantage,” in Add Value to Your Service, ed. C. Surprenant (Chicago: American Marketing Association, 1987), p. 252.
Accessibilty, atmosphere, customer interaction, inter-customer interaction, customer as employee (the IKEA hotel guest)
What is a brand
Definition• “…a name, term, design, symbol, or any other
feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark.”
In simple words
• “…a promise.”
Obtain new products1. By acquisition—buying a company, a patent, or
a license to produce someone else’s product. • as development/introduction costs of major new
products climbs, many companies decide to acquire existing brands
2. Through new product development by setting up its own research and development dpmnt. • original products, product improvements &
modifications, and new brands the firm develops through its own research and development
BCGM, rethink your product portfolio
Practical example
• Accor group has many different types of labels.
• High end to low budget, each label is a brand in it’s own right.
Product types
