FIGURE 11-5 Five categories and profiles of product adopters
2006 McGraw-Hill Ryerson Ltd. All rights reserved.
2006 McGraw-Hill Ryerson Ltd. All rights reserved.
Role of a Product ManagerModifying the ProductProduct
modificationMANAGING THE PRODUCT LIFE CYCLE
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Modifying the MarketMarket modificationFinding New
UsersIncreasing UseCreating New-Use SituationMANAGING THE PRODUCT
LIFE CYCLE
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Repositioning the ProductReacting to a Competitors
PositionReaching a New MarketCatching a Rising TrendChanging the
Value OfferedTrading upTrading downDownsizingMANAGING THE PRODUCT
LIFE CYCLE
2006 McGraw-Hill Ryerson Ltd. All rights reserved.
Marketing Strategies for PLC
2006 McGraw-Hill Ryerson Ltd. All rights reserved.
BrandingBrand nameTrade nameTrademarkBRANDING AND BRAND
MANAGEMENT
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BrandA name, term, symbol, design, or combination thereof that
identifies a sellers products and differentiates them from
competitors products.
2006 McGraw-Hill Ryerson Ltd. All rights reserved.
Branding can includeProductPackagingPlaceAdvertisingPromotionTag
LinePriceSymbolZoom-Zoom-Zoom
2006 McGraw-Hill Ryerson Ltd. All rights reserved.
BrandingBrandNameBrandMarkBrandEquityThat part of a brand that
can be spoken, including letters, words, and numbers.The elements
of a brand that cannot be spoken.The value of company and brand
names.
2006 McGraw-Hill Ryerson Ltd. All rights reserved.
Benefits of BrandingProduct IdentificationRepeatSalesNew
ProductSales
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An Effective Brand NameIs easy to pronounceIs easy to recognize
and rememberIs short, distinctive, and uniqueDescribes the product,
use, and benefitsHas a positive connotationReinforces the product
imageIs legally protected
2006 McGraw-Hill Ryerson Ltd. All rights reserved.
Branding Strategies
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Advantages of Manufacturers BrandsDevelop customer
loyaltyAttract new customersEnhance prestigeOffer rapid delivery,
can carry less inventoryEnsure dealer loyalty
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Advantages of Private BrandsEarn higher profitsLess pressure to
mark down pricesManufacturer may drop a brand or become a direct
competitor to dealersTies customer to wholesaler or retailerNo
control over distribution of manufacturers brands
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Cobranding Ingredient BrandingCooperative BrandingComplementary
Branding
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TrademarksThe exclusive right to use a brand or part of a
brandParts of a brand or other product identification may qualify
for trademark protectionRights to a trademark last as long as the
mark is used
2006 McGraw-Hill Ryerson Ltd. All rights reserved.
PackagingCourtesy of the Nelson RF Collection
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Global Issues in PackagingAestheticsGlobal Considerations for
PackagingClimate ConsiderationsLabelling
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Product WarrantiesWarrantyExpressWarrantyImpliedWarrantyA
confirmation of the quality or performance of a good or service.A
written guarantee.An unwritten guarantee that the good or service
is fit for the purpose for which it was sold. (UCC)
2006 McGraw-Hill Ryerson Ltd. All rights reserved.
Universal Product CodesA series of thick and thin vertical lines
(bar codes), readable by computerized optical scanners, that
represent numbers used to track products.
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LabelingPersuasiveInformationalFocuses on promotional theme
Information is secondaryHelps make proper selections Lowers
cognitive dissonance Includes use/care
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Brand Personality and Brand EquityBRANDING AND BRAND
MANAGEMENT
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2006 McGraw-Hill Ryerson Ltd. All rights reserved.got2b adBrand
personality trait?
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2006 McGraw-Hill Ryerson Ltd. All rights reserved.Liz Claiborne
AdBrand personality trait?
FIGURE 11-7 Alternative branding strategies 2006 McGraw-Hill
Ryerson Ltd. All rights reserved.
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Creating Customer Value Through Packaging and
LabellingCommunication BenefitsFunctional BenefitsPerceptual
BenefitsPACKAGING AND LABELLING
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Can you name this soft drink? 2006 McGraw-Hill Ryerson Ltd. All
rights reserved.PACKAGING AND LABELLING
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Which chip stacks up better? 2006 McGraw-Hill Ryerson Ltd. All
rights reserved.PACKAGING AND LABELLING
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2006 McGraw-Hill Ryerson Ltd. All rights reserved.Black and
Decker AdMultibranding strategy for do it yourself market
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2006 McGraw-Hill Ryerson Ltd. All rights reserved.Black and
Decker AdUsing the Dewalt name for its professional tool line.
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Global Trends in PackagingEnvironmental SensitivityHealth and
Safety ConcernsPACKAGING AND LABELLING
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Express warrantiesLimited-coverageFull coverageImplied
warrantiesPRODUCT WARRANTY
