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Kotler11exs
- 1. Chapter 11
Setting Product and
Brand Strategy
PowerPoint by Karen E. James
Louisiana State University - Shreveport
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 1 in Chapter 11
- 2. Objectives
Identify the various characteristics of
products.
Learn how companies build and manage
product lines and mixes.
Understand how companies make better
brand decisions.
Comprehend how packaging and
labeling can be used as marketing tools.
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 2 in Chapter 11
- 3. What is a Product?
Goods Places
Services Properties
Experiences Organizations
Events Information
Persons Ideas
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 3 in Chapter 11
- 4. The Product and Product Mix
Potential customers judge product
offerings according to three
elements:
– Product features and quality
– Services mix and quality
– Value-based prices
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 4 in Chapter 11
- 5. The Product and Product Mix
The customer value hierarchy:
– Core benefit
– Basic product
– Expected product
– Augmented product
– Potential product
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 5 in Chapter 11
- 6. The Product and Product Mix
Nondurable
Product – Tangible
Classifications – Rapidly consumed
– Example: Milk
Durable
Durability and
– Tangible
tangibility – Lasts a long time
– Example: Oven
Consumer goods Services
Industrial goods – Intangible
– Example: Tax preparation
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 6 in Chapter 11
- 7. The Product and Product Mix
Product Classified by
Classifications shopping habits:
– Convenience
Durability and goods
tangibility – Shopping goods
Consumer goods – Specialty goods
– Unsought goods
Industrial goods
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 7 in Chapter 11
- 8. The Product and Product Mix
Materials and parts
Product – Farm products
Classifications –
–
Natural products
Component materials
– Component parts
Durability and Capital items
tangibility – Installations
– Equipment
Consumer goods Supplies and business
services
Industrial goods – Maintenance and repair
– Advisory services
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 8 in Chapter 11
- 9. The Product and Product Mix
Product mix dimensions:
– Width: number of product lines
– Length: total number of items in mix
– Depth: number of product variants
– Consistency: degree to which
product lines are related
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 9 in Chapter 11
- 10. Product-Line Decisions
Product-Line Analysis
Product-Line Length
Product-Line Modernization,
Featuring, and Pruning
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 10 in Chapter 11
- 11. Brand Decisions
The AMA definition of a brand:
“A name, term, sign, symbol, or
design, or a combination of these,
intended to identify the goods or
services of one seller or group of
sellers and to differentiate them
from the competition.”
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 11 in Chapter 11
- 12. Brand Decisions
Brands can convey six levels of
meaning:
– Attributes
– Benefits
– Values
– Culture
– Personality
– User
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 12 in Chapter 11
- 13. Brand Decisions
Brand identity decisions include:
– Name
– Logo
– Colors
– Tagline
– Symbol
Consumer experiences create brand
bonding, brand advertising does not.
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 13 in Chapter 11
- 14. Brand Decisions
Marketers should attempt to create or
facilitate awareness, acceptability,
preference, and loyalty among
consumers.
Valuable and powerful brands enjoy
high levels of brand loyalty.
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 14 in Chapter 11
- 15. Brand Decisions
Aaker identified five levels of
customer attitudes toward brands:
– Will change brands, especially for price.
No brand loyalty.
– Satisfied -- has no reason to change.
– Satisfied -- switching would incur costs.
– Values brand, sees it as a friend.
– Devoted to the brand.
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 15 in Chapter 11
- 16. Brand Decisions
Brand equity refers to the positive
differential effect that a brand name
has on customers.
Brand equity:
– is related to many factors.
– allows for reduced marketing costs.
– is a major contributor to customer equity.
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 16 in Chapter 11
- 17. Brand Decisions
Advantages of
Key Challenges
branding:
– Facilitates order
To brand or not processing
Brand sponsor – Trademark protection
– Aids in segmentation
Brand name – Enhances corporate
image
Brand strategy
– Branded goods are
Brand repositioning desired by retailers
and distributors
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 17 in Chapter 11
- 18. Brand Decisions
Key Challenges Options include:
– Manufacturer
To brand or not (national) brand
– Distributor
Brand sponsor (reseller, store,
Brand name house, private)
brand
Brand strategy – Licensing the
Brand repositioning brand name
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 18 in Chapter 11
- 19. Brand Decisions
Strong brand names:
Key Challenges
– Suggest benefits
– Suggest product
To brand or not qualities
Brand sponsor – Are easy to say,
recognize, and
Brand name remember
– Are distinctive
Brand strategy
– Should not carry poor
Brand repositioning meanings in other
languages
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 19 in Chapter 11
- 20. Brand Decisions
Varies by type of brand
Key Challenges
– Functional brands
– Image brands
To brand or not – Experiential brands
Brand sponsor Line extensions
Brand extensions
Brand name
Multibrands
Brand strategy
New brands
Brand repositioning Co-branding
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 20 in Chapter 11
- 21. Brand Decisions
A brand report card
Key Challenges
can be used to audit
a brand’s strengths
To brand or not and weaknesses.
Brand sponsor Changes in
preferences or the
Brand name presence of a new
Brand strategy competitor may
indicate a need for
Brand repositioning brand repositioning.
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 21 in Chapter 11
- 22. Packaging and Labeling
Packaging includes:
– The primary package
– The secondary package
– The shipping package
Many factors have influenced the
increased use of packaging as a
marketing tool.
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 22 in Chapter 11
- 23. Packaging and Labeling
Developing an effective package:
– Determine the packaging concept
– Determine key package elements
– Testing:
Engineering tests
Visual tests
Dealer tests
Consumer tests
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 23 in Chapter 11
- 24. Packaging and Labeling
Labeling functions:
– Identifies the product or brand
– May identify product grade
– May describe the product
– May promote the product
Legal restrictions impact
packaging for many products.
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 24 in Chapter 11