Chapter Seven

1
Chapter Seven

• Product, Services, and Branding Strategy

2
Three Levels of Product
3
What Is a Service?

• Intangible activities or benefits that an
  organization provides to consumers in exchange
  for money or something else of value

4
Nature and Characteristics of a Service
Intangibility
Variability
Service
Inseparability
Perishability
5
Major Service Marketing Tasks

• Managing service differentiation
• Managing service quality
• Managing service productivity

6
Individual Product Decisions
7
Product Service Attributes

• Product quality
• Features
• Style and design

8
Branding

• A brand is a name, term, sign, symbol, or
  design, that identifies the maker or seller of a
  product or service.

9
Branding

• Advantages to buyers
• Product identification
• Product quality
• Advantages to sellers
• Brand personality
• Brand equity
• Provides legal protection

10
Brand Positioning

• Can position brands at any of three levels
• Product attributes
• Product benefits
• Beliefs and values

11
Brand Name Selection

• Desirable qualities for a brand name include
• It should suggest something about the product.
• be easy to pronounce, recognize, and remember.
• be distinctive.
• extendable.
• translate easily into foreign languages.
• It should be capable of registration and legal
  protection.

12
Branding Strategies

• Manufacturers brands
• Private brands
• Licensed brands
• Co-branding

13
Brand Development

• Line extension
• Brand extension
• Multi-branding
• New brands

14
Packaging

• Packaging serves a practical function holding
  goods together as well as protecting goods as
  they move through the distribution channel.

15
Purpose of Packaging

• Contains Protects the product
• Identifies the product in a crowed market place
• Informs the customer of contents, performance
  proper use
• Enhances usage
• Facilitates storage display
• Promotes channel acceptance

16
Labeling

• Printed information appearing on or with the
  package.
• Performs several functions
• Identify the manufacture
• Expiration date
• Easy to understand instruction
• Important communication tool

17
Product Line Defined
Is the set of closely related products a firm
targets on one general market. These products
are likely to share some common features and
technology characteristics or be complementary
products. Theyre likely to share several
elements of the marketing mix such as
distribution channels.
18
Product Line Decisions

• Product line length
• The number of items in a product line.
• Adjust line length by
• Stretching
• Filling

19
Product Mix Decisions

• Product mix
• all of the product lines offered by a company
• Product mix dimensions include
• Width
• Length
• Depth
• Consistency