PRODUCT

QUALITY

SORTIMENT

PACKING

DESIGN

NAME, BRAND, LOGO

CUSTOMER SERVICES

can be anything that has the capacity to satisfy customer needs,

it´s anything, what is offered on the market, what can receive consumer´s attention, what can be used to consumption,

product presents its company externally,

purpose and platform of product

design and its elements

functional elements

respect of law and technical regulations

brand and logo

preis, quality, packing and style

respect of law and technical regulations

service and reparations

instalation and instructions

delivery

guarantee and service parts

respect of law and technical regulations

a useful tool for conceptualizing the changes that may take place during the time that a product is on the market is called the product life cycle (PLC)

PLC emphasizes the fact that nothing lasts for ever, there is danger that management may fall in love with certain products, as in the case of a company that was founded on the success of a particular product

the PLC underlines the fact that companies have to accept that products need to be terminated and new products developed te replace them.

Introduction Growth Maturity Decline

Strategic marketing objective

Build Build Hold Harvest/manage for cash

Strategic focus Expand market Penetration Protect share Productivity

Brand objective Product awareness/trial

Brand preference Brand loyalty Brand exploitation

Products Basic Differentiated Differentiated Rationalized

Promotion Creating awareness/trial

Creating awareness/trial repeat purchase

Maintaining awareness/repeat purchase

Cut/eliminated

Price High Lower Lowest Rising

Distibution Patchy Wider Intensive Selective

Marketing objectives and strategies over the product life cycle

style and design introduce the next ways, which can increase the value of product, especially for consumer

DESIGN is wired with main fuctions of product STYLE is wired with visage of product: on one side- the product takes

a stand or on the second side it isn´t interesting fo you , the perfect style can motive your attention

style and design can receive your attention, improve effectiveness of the product, decrease the production costs or can offer the strong competitive advantage on the market.

presentation of design and production of material for each product

3 levels of packing:  own packing (tube, where is tooth paste)  secondary packing, which is destroyed before using of product(box, in

which was tooth paste)  transportation packing, which is importatnt for localization,

identification by the trasport (cardboard box or foil, which contains boxes with tubs of tooth paste)

competitive advantages the company should project for its product the

services, in case of to satisfaction of needs and wishes of potentional customers

to achieve a profit

 planning of project  services for children  transport services  order of sewing  installation services  financial services

 quality guarantee electronic gift´s cards free parking option of product returning  non stop phone service number  discount reclaiming fast solution of customer´s reqruitments actuell informations on the web sides

can be described by name, symbol, markt, logo... to main functions of brand belong: an identification of products or services an also a

difference – diferentiation with competitive firms

Benefits of brands:1. Company value: can be gratly enhanced by the possession of strong

brands2. Consumer preference and loyalty: strong brand names can have

positive effects on consumer perceptions and preferences, become cult brands:consumers become passionate about brand and levels of loyalty, the strength of brand loyalty can be seen when companies try to change brands

3. Barrier to competition: the impact of the strong, positive perceptions held by consumers about top brands means it is diffucult for nex brands to compete, if the new brand performs well on blind taste tests, this may be insufficient to knock the market leader off the top spot.

4. High profits: associated with premium proces, this is because their superior brand equity means that consumere receive added value over their less powerful rivals

5. Base for brand extensions: a strong brand provides a foundation for leveraging positive perceptions and goodwill from the core brand to brand extensions, the new brand benefits from the added value that the brand equity for the core brand bestows on the extension

Family brand name: is used for all products-for will attached to the family brand name benefits all brands, and the use of the name in advertising helps name, the risk is that if one of the brands receive unfavourable publicity or is unsuccesful the reparation of the whole range of brands can be tarnished (Cadbury created the umbrella brand of Cadburyland for its range of children´s chocolate confectionery, Sony has created Playstation for its range of video game consoles)

Individual brand name: does not identify a brand with a particular company (Protect Gamble does not use its company name on its brands-Ariel, Daz, Pampers) one example is the decision of the Levi´s Tailored Classics- despite marketing research information, which showed that target customers associated the name Levi´s with casual clothes

a brand is created by means of the augmentation of a core product to add brand values

brand building involves a deep understanding of both the functional and emotional values that customers use when choosing between brands and the ability (schopnosť) to combine them in a unique way to create an augmented(rozšírený) product that customers will prefer

it depends on loyalty of customers, knowing of brand, quality it is influenced by protect of products, which are marked, than

by position in distribution and industry networks the higer value of brand provide to comapny a lot of

competitive advantages name of brand introduces credibility(dôveryhodnosť)

Global Most Valuable Brands

Advantages of global branding

facilitates world-wide advertising and promotion

easier administration

economies of scale in production and promotion

Disadvantages of global branding

a single brand identity might not work for every country

product might fill different niches in different countries

lack of flexibility opportunities to sell at

different prices in different markets might be lost

it is products, which are used without autororization and without trademark

it is patent invention or author´s rights, which are protected in the country, where are these products sold

Kind of mark piracy:

directly piracy: false product is offered in the origin form with the same brand as original

theft of product and its copy (decrease of company profit)

imitation: modification of product and brand, that is it very similar than origin-of-brand

Never buy imitations because quality could never be

imitated!!!!