PRODUCT & BRAND. Objectives: Define the term product. Concept of Services Define the terms:...

PRODUCT & BRAND

Objectives:

• Define the term product.

• Concept of Services

• Define the terms: levels of product, product line, and product mix.

• Concept of branding

What is a Product?What is a Product?

• People buy want satisfaction rather than objects.

• A product is a bundle of physical, service, and symbolic attributes designed to satisfy a customer’s wants and needs.

Product ClassificationsConsumer Products

Product ClassificationsConsumer Products

Shopping ProductsShopping Products

> Buy less frequently> Higher price> Fewer purchase locations> Comparison shop

Clothing, appliances

Convenience ProductsConvenience Products

> Buy frequently & immediately> Low priced> Mass advertising> Many purchase locations

Fast Food, Candy, Newspapers

Specialty ProductsSpecialty Products

> Special purchase efforts> High price> Unique characteristics> Brand identification> Few purchase locations

Car, Computer

Unsought ProductsUnsought Products

> New innovations> Products consumers don’t want to think about> Require much advertising & personal selling

Life insurance, blood donation

Product ClassificationsIndustrial Products

Product ClassificationsIndustrial Products

Suppliesand

Services

Suppliesand

Services

Materialsand

Parts

Materialsand

Parts

CapitalItems

CapitalItems

Levels of ProductLevels of Product

BrandName

QualityLevel

Packaging

Design

Features

Delivery& Credit

Installation

Warranty

After-Sale

Service

CoreBenefit

orService

CoreBenefit

orService

Actual/Embodied(Basic+Expected)Product

Actual/Embodied(Basic+Expected)Product

CoreProduct

CoreProduct

AugmentedProduct

AugmentedProduct

Potential Product

Product Hierarchy:• Need Family: Entertainment• Product Family ( need satisfaction): Home

entertainment devices, Going outdoor, Hobby• Product Class (functional coherence): DVDs, Music

System, Television, Radio• Product Line: Television• Product Type: Plasma• Item: 50” Plasma Television• Brand: Sony Bravia

Concept of Service

Service Characteristics and Marketing Implication for Strategic Decisions

Service Characteristics

Marketing Implications Strategies

Intangibility-Cannot be stored, No patents, Communication problem, No ready display, Pricing difficulties

-Tangible clues, Personal sources, Post purchase comm. WOM

Inseparability Consumer involved in production, No mass production, Supply demand match

-Selection training of contact person, Manage consumer, Multi-site location

Heterogeneity-Standardization & Quality control difficult

-Industrialize & Customize

Perishability No inventorization-Cope with fluctuating demand & match through process

Core and Supplementary Servicesfor Courier Company

Overnight Overnight transportation transportation and delivery and delivery of packagesof packages

Problem solving

Billing statements

TracingDocumentation

Order taking

Supplies

Pickup

Advice andinformation

Marketing Mix: 3 more Ps

• People

• Process

• Physical evidence

Individual Product DecisionsIndividual Product DecisionsProduct

Attributes

ProductAttributes

BrandingBranding

PackagingPackaging

LabelingLabeling

Product SupportServices

Product SupportServices

Product Attribute Decisions

Product Attribute Decisions

QualityQualityQualityQualityFeaturesFeaturesFeaturesFeatures

DesignDesignDesignDesign

Product Items, Lines, and Mixes

Product ItemProduct Item

Product LineProduct Line

Product MixProduct Mix

A specific version of a product that can be designated as a distinct offering among an organization’s products.

A specific version of a product that can be designated as a distinct offering among an organization’s products.

A group of closely-related product items.

A group of closely-related product items.

All products that an organization sells.

All products that an organization sells.

Width/BreadthWidth/Breadth - number of

different product lines

Width/BreadthWidth/Breadth - number of

different product lines

LengthLength - total number of itemsin product lines

LengthLength - total number of itemsin product lines

Depth Depth - number of versions of each product

Depth Depth - number of versions of each product

Product Mix - Product Mix - all the product lines & items

offered

Product Mix - Product Mix - all the product lines & items

offered

Product Mix DecisionsProduct Mix DecisionsC

on

sist

ency

Dabur: Product Ranges• Health Care

– Health Supplements– Digestives– OTC-Health Care

• Personal Care– Hair Care– Oral Care– Skin Care

• Foods• Homecare• Consumer Health-Ethical

– General health– Digestive support– Joint support

• Professional Range

Breadth/Width:number of different product lines

Dabur: Health Care– Health Supplements

Dabur Chyawanprash 1 kg (Rs. 180.00)

500 gms (Rs.103.00)250 gms (Rs. 57.00)

Dabur Chyawanprash mango and orange, mixed fruits flavours” 500 gms (Rs.130.00) 250 gms (Rs. 75.00)

Sugar-free Dabur ChyawanPrakash Chocolate-flavoured granular Dabur Chyawan Junior Glucose D Dabur Honey

Digestives Hajmola Regular

Glass Bottle Sachet

Hajmola Regular Glass Bottle Sachet

Hajmola Candy Mint masti Albela Aam Chulbuli Imli

Pudin Hara Liquid Pearls

Pudin Hara Lemon Freeze Sachet Dabur Nature Care

– OTC Health Care Gastro Intestional

Dabur active antacid

Cough & Cold Dabur Honitus

cough remedy syrup Lozenges

Rejuventation Shilajit gold

Women’s health Dabur active blood purifier

Memory Enhancer Dabur Shankha Pushpi

Medicated Oils Dabur Badam Oil (Tail)

Baby Care Dabur Lal Tail Dabur Janam Ghunti Dabur Gripe water

Rubs and Balms Dabur Balm Double action

Depth:number of version of each product

Length: total number of items

in product lines

Length and Depth of Product Mix

BRAND???

Brand

It is a name, term, design, symbol,, or any other feature that identifies

one seller’s good or services as distinct from those of other seller.

A sum of parts

Functional ProductAttributes

Symbolic Values & Associations

Rational (Head) Emotional (Heart)

The Brand

+

Brands: CharacteristicsBrands: Characteristics

Advantagesof

Brand Names

BrandEquity

Advantagesof

Brand Names

BrandEquity LoyaltyLoyalty

AttributesAttributes

Quality & ValueQuality & ValueConsistencyConsistency

IdentificationIdentification

AwarenessAwarenessCredibilityCredibility

Defense AgainstCompetition

Defense AgainstCompetition

Brand StrategyBrand StrategyNew Brands

Line ExtensionsBrand Extensions

Multibrands

New BrandsLine Extensions

Brand ExtensionsMultibrands

Brand SponsorBrand Sponsor

Manufacturer’s BrandPrivate Brand

Licensed BrandCo-branding

Manufacturer’s BrandPrivate Brand

Licensed BrandCo-branding

Brand Name SelectionBrand Name SelectionSelectionProtection

SelectionProtection

Major Branding Decisions Major Branding Decisions

Good Brand Name:• Easy to remember and pronounce• Invokes positive association• Suggests a positive image• Reinforces product concept• Communicates product benefits• Says something about the user• Avoids linguistic traps

Brand-Name Decision:

• Individual Names: Coke, Fanta, Sprite• Blanket Family Name: GE, ABB

• Separate Family Name: Colgate, Palmolive, Axion

• Corporate Name + Individual Product Name: Godrej Eon, Honda Shine

Brand Sponsor:

• Manufacturer’s Brand: Indica

• Private Brand: Big Bazar-Tasty Treat, More-Feaster

• Licensed Brand: Coke

• Co-branding: Bank+ Insurance

Brand StrategiesBrand Strategies

Line ExtensionKellogg in different taste

MultibrandsLux, Rexona,Lifebuoy

Brand ExtensionJohnson baby soap, Johnson shampoo

New BrandsBoroline, EleenB

ran

d N

ame

Existing New

Product Category

Existing

New

Household Care Products | Surface Care - Colgate India

Packaging and Labeling ProductsPackaging and Labeling Products

PromotesPromotesIdentifiesIdentifies

Competitive Advantages

Competitive Advantages

DescribesDescribes

Sales TasksSales Tasks Product SafetyProduct SafetyPackaging

Labeling

Packaging

Labeling

Product - Support ServicesProduct - Support Services

• Step 1. Survey customers to assess the value of current services and to obtain ideas for new services.

• Step 2. Assess costs of providing desired services.

• Step 3. Develop a package of services to delight customers and yield profits to the company.

Companies should design its support services to profitably meet the needs of target customers and gain

competitive advantage.

How?

Supermarket trolley 'comes with DVD player'Tesco is reportedly to introduce trolleys to its supermarkets that come specially equipped with DVD and CD players for children.

The Daily Star says the retailer came up with the idea after finding that 75 per cent of parents find shopping with children stressful.

The store says the DVD could also feature educational features such as spelling and maths games.

Child psychologist Professor Kevin Browne says the store's move is a great idea for keeping children busy.

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