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Objectives

Product

Characteristics
Building & Managing the Product Mix &
Product Lines
Brand Decisions
Packaging & Labeling

2000 Prentice Hall

Components of the
Market Offering
Value-based prices

Attractiveness of
the market offering

Product features
and quality

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Services mix
and quality

Five Product Levels


Potential product
Augmented product
Expected product
Basic product
Core benefit

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Consumer-Goods
Classification
Convenience Products

Shopping Products

Buy frequently & immediately


> Low priced
> Many purchase locations
> Includes:
Staple goods
Impulse goods
Emergency goods

Buy less frequently


> Gather product information
> Fewer purchase locations
> Compare for:
Suitability & Quality
Price & Style

Specialty Products

Unsought Products

Special purchase efforts


> Unique characteristics
> Brand identification
> Few purchase locations

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New innovations
> Products consumers dont
want to think about.
>Require much advertising &
personal selling

Consistency

Product Mix
Width
Width -- number
number of
of
different
different product
product
lines
lines
Length
Length -- total
total
number
number of
of items
items
within
within the
the lines
lines
Depth
Depth -- number
number of
of
versions
versions of
of each
each
product
product

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Product
Product Mix
Mix -all
all the
the product
product
lines
lines offered
offered

Product-Line Length
Line

Stretching
Downmarket
Upmarket
Two-way
Line Filling
Line Modernization
Line Featuring & Line Pruning
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Two-Way Product-Line
Stretch: Marriott Hotels
Economy

Quality

Standard

Good

Marriott
Marquis
(Top
executives)

Price

High
Marriott
(Middle
managers)

Above
average

Average

Courtyard
(Salespeople)

Low Fairfield Inn

(Vacationers)

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Superior

What is a Brand?

User

Culture

Attributes
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Personality

Benefits

Values

Brand

Equity

Devoted
Devoted
toBrand
Brand
to

Valuesthe
theBrand
Brand
Values
(brandas
asfriend)
friend)
(brand
Satisfied &&Switching
SwitchingCost
Cost
Satisfied
SatisfiedCustomer
Customer
Satisfied
(noreason
reason to
tochange)
change)
(no

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NoBrand
Brand Loyalty
Loyalty
No
(customerwill
will change)
change)
(customer

An Overview of
Branding Decisions
Branding
Decision

Brand
No brand

BrandSponsor
Decision

BrandName
Decision

BrandBrandStrategy Repositioning
Decision
Decision

Manufacturer
brand

Individual
brand
names
Blanket
family
name
Separate
family
names
Companyindividual
names

Line
extension
Brand
extension
Multibrands
New
brands
Cobrands

Distributor
(private)
brand
Licensed
brand

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Repositioning
No
repositioning

Brand Strategies

Brand Name

Product Category
Existing

New

Existing

Line
Extension

Brand
Extension

New

Multibrands

New
Brands

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Good Brand Names:

Distinctive

Suggest
Product
Qualities

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Suggest
Product
Benefits

Lack Poor
Foreign
Language
Meanings
Easy to:
Pronounce
Recognize
Remember

Why Package Crucial as a


Marketing Tool
Self-service
Consumer

affluence
Company & brand image
Opportunity for innovation

2000 Prentice Hall

Labels

Promote
Promote
Describe
Describe
Identify
Identify

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Review
Product

Characteristics
Building & Managing the Product Mix &
Product Lines
Brand Decisions
Packaging & Labeling

2000 Prentice Hall