New Products and Services

1
New Products and Services

• Chapter 10

2
Product

• A good, service, or idea consisting of a bundle
  of tangible and intangible attributes that
  satisfies consumers and is received in exchange
  for money or some other unit of value.

3
Consumer Goods

• Consumer v. industrial goods
• Consumer goods
• Convenience goods
• Shopping goods
• Specialty goods
• Unsought goods

4
Products

• Product item
• Nike Air Jordan
• Product line
• Nike shoes
• Product mix
• Nike shoes and clothes
• Product width
• Product depth

Source http//nike-guidesntips.blogspot.com
5
Brands

• Branding
• Brand name
• Trade name
• Trademarks
• Brand personality
• Examples
• Brand equity

6
Benefits of Branding

• Product identification
• Brand equity
• Brand loyalty

7
More on Brand Equity

• The Value of Brand Equity
• Intangible assets
• Licensing
• Naming the Brand
• What characteristics should it have?

8
Branding Strategies

• Manufacturer Branding
• Multiproduct branding
• Multibranding
• Private Branding Strategy
• Mixed Branding Strategy
• Generic Branding Strategy

9
Manufacturer Branding

• Multiproduct Branding
• Advantages
• Disadvantages
• Subbranding
• Brand Extension
• Co-branding

10
Manufacturer Branding

• Multibranding Strategy
• Each product gets its own name
• PG
• Advantages
• Disadvantages

Source http//retail-guru.com
11
Private Branding

• Manufactures product but sells under the brand
  name of the retailer or wholesaler

Source http//mypbrand.com
12
Mixed Branding Strategy

• Mix of manufacturer and private branding
• Examples

13
Generic Branding

• No identification other than contents
• Less than 1 of grocery purchases are generic

Source http//influentia.typepad.com/blog/2007/12
/why-the-generic.html
14
Packaging and Labeling

• Packaging v. Label
• Benefits of Packaging
• Greenwashing

15
Warranties

• Express warranty
• Limited-coverage warranty
• Full warranty
• Implied warranty