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  • Product Lines, Brands and Packaging

    Diunggah oleh

    farzal2
    64 tayangan10 halaman
    Consumer-goods Classification Convenience Products Buy frequently and immediately > Low priced > Many purchase locations > Includes: Staple goods Impulse goods Emergency goods Shopping Products Buy less frequently > Gather product information > Fewer purchase locations Compare for: Suitability and quality Price and quality Services mix and quality Five product levels Product Mix Consistency Width -- number of Width number of different product different Product Lines lines Length -- total Length total number of items number of items within the lines within the lines Depth -- number of

    Deskripsi Asli:

    Judul Asli

    Brand Managment

    Hak Cipta

    © Attribution Non-Commercial (BY-NC)

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    Consumer-goods Classification Convenience Products Buy frequently and immediately > Low priced > Many purchase locations > Includes: Staple goods Impulse goods Emergency goods Shopping Products Buy less frequently > Gather product information > Fewer purchase locations Compare for: Suitability and quality Price and quality Services mix and quality Five product levels Product Mix Consistency Width -- number of Width number of different product different Product Lines lines Length -- total Length total number of items number of items within the lines within the lines Depth -- number of

    Hak Cipta:

    Attribution Non-Commercial (BY-NC)
    Unduh sebagai PPT, PDF, TXT atau baca online dari Scribd
    Tandai sebagai konten tidak pantas
    64 tayangan10 halaman

    Product Lines, Brands and Packaging

    Diunggah oleh

    farzal2
    Consumer-goods Classification Convenience Products Buy frequently and immediately > Low priced > Many purchase locations > Includes: Staple goods Impulse goods Emergency goods Shopping Products Buy less frequently > Gather product information > Fewer purchase locations Compare for: Suitability and quality Price and quality Services mix and quality Five product levels Product Mix Consistency Width -- number of Width number of different product different Product Lines lines Length -- total Length total number of items number of items within the lines within the lines Depth -- number of

    Hak Cipta:

    Attribution Non-Commercial (BY-NC)
    Unduh sebagai PPT, PDF, TXT atau baca online dari Scribd
    Tandai sebagai konten tidak pantas
    dari 10

    Product Lines, Brands and Packaging

    Components of the
    Market Offering

    Value-based prices

    Attractiveness of
    the market offering

    Product features Services mix


    and quality and quality
    Five Product Levels

    Potential product
    Augmented product
    Expected product
    Basic product
    Core benefit
    Consumer-Goods
    Classification
    Convenience Products Shopping Products
    Buy frequently & immediately Buy less frequently
    > Low priced > Gather product information
    > Many purchase locations > Fewer purchase locations
    > Includes: > Compare for:
    • Staple goods • Suitability & Quality
    • Impulse goods • Price & Style
    • Emergency goods

    Specialty Products Unsought Products


    Special purchase efforts
    > Unique characteristics New innovations
    > Brand identification > Products consumers don’t
    > Few purchase locations want to think about.
    >Require much advertising &
    personal selling
    Product Mix

    Width
    Width -- number
    number of
    of
    different
    different product
    product
    lines
    lines
    Consistency

    Length
    Length -- total
    total Product
    Product MixMix --
    number
    number of of items
    items all
    all the
    the product
    product
    within
    within the
    the lines
    lines lines
    lines offered
    offered
    Depth
    Depth -- number
    number of
    of
    versions
    versions of
    of each
    each
    product
    product
    Product-Line Length

    • Line Stretching
    – Downmarket
    – Upmarket
    – Two-way
    • Line Filling
    • Line Modernization
    • Line Featuring & Line Pruning
    What is a Brand?

    User

    Culture Personality

    Attributes Benefits Values


    Brand Equity

    Devoted
    Devoted
    toBrand
    to Brand

    Valuesthe
    Values theBrand
    Brand
    (brandas
    (brand asfriend)
    friend)

    Satisfied &&Switching
    Satisfied Switching Cost
    Cost

    SatisfiedCustomer
    Satisfied Customer
    (no reason
    (no reasonto
    tochange)
    change)
    NoBrand
    No Brand Loyalty
    Loyalty
    (customer will
    (customer will change)
    change)
    An Overview of
    Branding Decisions

    Brand- Brand- Brand- Brand-


    Branding Sponsor Name Strategy Repositioning
    Decision Decision Decision Decision Decision
    •Manu- •Individual •Line
    facturer brand extension
    brand names
    •Blanket •Brand •Reposi-
    family extension tioning
    •Brand •Distribu-
    tor name •Multi-
    •No brand •Separate •No
    (private) family brands
    brand reposi-
    names •New tioning
    •Licensed •Company- brands
    brand individual
    names •Cobrands
    Brand Strategies

    Product Category
    Existing New
    Brand Name

    Existing
    Line Brand
    Extension Extension

    New
    Multibrands New
    Brands

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