Materi Kuliah ; Bab 17

8/4/2019 Materi Kuliah ; Bab 17

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Chapter 17

Managing Product Lines,

Brands, andPackaging


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What Is a Product?

A Product is anything that can be offered to amarket for attention, acquisition, use, orconsumption that might satisfy a want or

need.


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Five Levels of a Product

Potensial Product

Augmented Product

Expected Product

Generic Product

Core

Benefit


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Product Hierarchy

1.Need Family

The core need that underlies the product family.

Example: security.

2.Product Family

All the product classes that can satisfy a core need with reasonableeffectiveness.

Example : Saving and income.

3.Product Class

A Group of products within the product family recognized as having a certainfunctional coherence.Example: Financial instrument.


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4.Product LineA Group of products within a product class that are closely related because they

function in a similar manner or are sold to the same customer groups or aremarketed through the same types of outlets or fall within given price ranges.Example : Life insurance

5.Product TypeThose items within a product line that share one of several possible forms of

the product.

Example : Term life

6.BrandThe name associated with one or more items in the product line that is used toidentify the source or character of the item(s).Example : Prudential.

7.ItemA distinct unit within a brand or product line that is distinguishable by size,

price, appearance, or some other attribute. The item is calleda stockkeeping unit, or

product variant. Example : Prudential renewable term life insurance.


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Product Classification

Product Mix Decisions

A product mix (also called productassortment),

is the the set of all product lines and items

that a particular seller offers for sale to buyers


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Product Line Decisions

A product lineis a group of products that are closelyrelated because they perform a similarfunction, are sold to the same customergroups, are marketed through the same

channels, or make up a particular pricerange.


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What is a Brand ?

A Brand

Is a name , term, sign, symbol, or design, or

a combination of them, intended to identifythe goods or services of one seller or groupof sellers and to differentiate them fromthose of competitors.


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Attributes :A brand first brings to mind certain attributes. Thus, Mercedes suggests

expensive, well built, well engineered, durable, high prestige, high resale

value, fast, and so on. The company may use one or more of these attributes

to advestise the car. For years Mercedes advertised, Engineered like no other

car in the world. This served as the positioning platform for projecting other

attributes of the car.

Benefits:A brand is more than a set of attributes. Customers are not buying attributes, they

are buying benefits. Attributes need to be transleted into functional and/or

emotional benefits. The attributes durable could translate into the functional

benefits, I wont have to buy a new car every few years. The attribute

expensive might translate into emotional benefit, The car helps me feel

important and admired. The attribute well-built might translate into the

functional and emotional benefits, I am safe in case of an accident.Values:The brand alsosays something about the producers values. Thus, Mercedes

stands for high performance, safety, prestige, and so on. The brand marketer

must fighure out the specific groups of car buyers who would be seeking these

values.


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Culture:The brand may additionally represent a certain culture. The Mercedes

represents German culture: organized, efficient, high quality.

Personality:The brand can also project a certain personality. If the brand were a person, an

animal, or an object, what would come to mind? Mercedes may suggest a

no-nonsense boss (person), a reigning lion (animal), or an austere palace

(object). Sometimes it might take on the personality of an actual well-knownperson or spokesman.

User:The brand suggests the kind of consumer who buys or uses the product. We

would be surprised to see a 20-year-old secretary driving a Mercedes. Wewould expet instead to see a 55-year-old top excecutive behind the wheel.

The users will be those who respect the values, culture, and personality of

the product.


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Brand-Name DecisionManufacturers who brand their products face further choices. Four

brand-name strategies are used:

1. Individual Brand Names:

This policy is followed by General Mills (Bisquick, Gold Medal, Betty

Crocker, Nature Valley).

2. A Blanket Family Name for All Products:This Policy is followed by Heinz and General Electric.

3. Separate Family Names for All Products:

This policy followed by Sears (Kenmore for appliances, Craftsman for

tools, and Homart for major home installations).

4. Company Trade Name Combined with Individual Product NamesThis Policy is followed by Kelloggs (Kellogs Rice Krispies, Kellogs

Raisin Bran, and Kelloggs Corn Flakes).


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FIGURE 17-6Four Brand Strategies

Product Category

Existing New

Line

extension

Brand

extension

MultiBrand New Brands

Existing

New

Brand Name

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Materi Kuliah ; Bab 17