Chapter 14 Setting the Product and Branding Strategy by

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Chapter 14 Setting the Product and Branding
Strategyby
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Kotler on Marketing

• The best way to hold customers is to constantly
  figure out how to give them more for less.

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Chapter Objectives

• In this chapter, we focus on the following
  questions
• What are the characteristics of products?
• How can a company build and manage its product
  mix and product lines?
• How can a company make better brand decisions?
• How can packaging and labeling be used as
  marketing tools?

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Components of theMarket Offering
Attractiveness of the market offering
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Five Product Levels
Core benefit
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Consumer-Goods Classification

• 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

• Special purchase efforts
• Unique characteristics
• Brand identification
• Few purchase locations

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

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The Product and the Product Mix

• Industrial-Goods Classification
• Materials and parts
• Farm products
• Natural products
• Manufactured materials and parts
• Component materials
• Component parts
• Capital items
• Installations
• Equipment

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The Product and the Product Mix

• Supplies and business services
• Maintenance and repair items
• Operating supplies
• Maintenance and repair services
• Business advisory services

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

• Brand decisions
• What is brand?
• Attributes
• Benefits
• Values
• Culture
• Personality
• User

• Line Filling
• Just-noticeable difference
• Line Modernization, featuring, and pruning

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The Product and the Product Mix

• Building Brand Identity
• Brand bonding
• Brands are not built by advertising but by the
  brand experience
• Everyone in the company lives the brand
• Three ways to carry on internal branding
  Employees must
• Understand
• Desire, and
• Deliver on the brand promise

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What is a Brand?
User
Culture
Personality
Attributes
Benefits
Values
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The Product and the Product Mix

• Branding gives the seller several advantages
• Brand name makes it easier for the seller to
  process orders and track down problems
• Sellers brand name and trademark provide legal
  protection of unique product features
• Branding gives the seller the opportunity to
  attract a loyal and profitable set of customers.
• Branding helps the seller segment markets.
• Strong brands help build corporate image, making
  it easier to launch new brands and gain
  acceptance by distributors and consumers.

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An Overview ofBranding Decisions
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Brand Strategies
New Brands
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Good Brand Names
Distinctive
Lack Poor Foreign Language Meanings
Suggest Product Benefits
Suggest Product Qualities
Easy to Pronounce Recognize Remember
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Labels
Promote
Describe
Identify
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Chapter 15 Designing and Managing Servicesby
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Kotler on Marketing

• Every business is a service business. Does your
  service put a smile on the customers face?

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The Nature of Services

• Government sector
• Private non-profit sector
• Business sector
• Manufacturing sector
• Service

Keen.com is a virtual advice marketplace
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Categories of Service Mix
Tangible Good w/ Services
Major Service w/ Goods
Hybrid
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Four Service Characteristics
Services
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Overcoming Service Challenges
Services
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Types of Marketingin Service Industries
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Service Differentiation
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Marketing Strategies for Service Firms

• Five gaps that cause unsuccessful delivery
• Gap between consumer expectation and management
  perception
• Gap between management perception and
  service-quality specification
• Gap between service-quality specification and
  service delivery
• Gap between service delivery and external
  communications
• Gap between perceived service and expected service

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Marketing Strategies for Service Firms

• Five determinants of service quality
• Reliability
• Responsiveness
• Assurance
• Empathy
• Tangibles
• Strategic Concept
• Top-Management Commitment
• High Standards
• Self-Service Technologies (SSTS)

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Service-Quality Model
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ServiceExcellence

• Strategic Concept
• Top-Management Commitment
• High Standards
• Monitoring Systems
• Satisfying Customer Complaints
• Satisfying Both Employees Customers
• Managing Productivity

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Complaint Resolution

• Hiring Criteria Training for Employees
• Develop Guidelines for Fairness
• Remove Complaint Barriers
• Analyze Types Sources of Complaints