国际市场营销(第六章讲稿PPT).ppt

SettingtheproductandBrandingStrategy,Chapter6,8-1,ChapterObjectives,Whatarethecharacteristicsofproducts?Howcanacompanybuildandmanageitsproductmixandproductlines?Howcanacompanymakebetterbranddecisions?Howcanpackagingandlabelingbeusedasmarketingtools?,8-2,1.Theproductandtheproductmix,ProductAproductisanythingthatcanbeofferedtoamarkettosatisfyawantorneed.Productsthataremarketedincludephysicalgoods,services,experiences,events,persons,places,prosperities,organizations,information,andideas.,8-3,8-4,FiveProductLevels,8-5,8-6,Producthierarchy,Wecanidentifysixlevelsoftheproducthierarchy(hereforlifeinsurance):NeedfamilyProductfamilyProductclassProductlineProducttypeItem(alsocalledstockkeepingunitorproductvariant),8-7,ProductClassifications,DurabilityandtangibilityNondurablegoods:tangibleDurablegoods:tangibleService:intangibleConsumerproductsIndustrialproductsMaterialsandpartsCapitalitemsSuppliesandservices,8-8,ConsumerProductsClassification,ConvenienceShoppingSpecialtyUnsought,FrequentpurchasesboughtwithminimalbuyingeffortandlittlecomparisonshoppingLowpriceWidespreaddistributionMasspromotionbyproducer,TypesofConsumerProducts,8-9,ConsumerProductsClassification,ConvenienceShoppingSpecialtyUnsought,LessfrequentpurchasesMoreshoppingeffortforcomparisons.HigherthanconveniencegoodpricingSelectivedistributioninfeweroutletsAdvertisingandpersonalselling,TypesofConsumerProducts,8-10,ConsumerProductsClassification,ConvenienceShoppingSpecialtyUnsought,Strongbrandpreferenceandloyalty,requiresspecialpurchaseeffort,littlebrandcomparisons,andlowpricesensitivityHighpriceExclusivedistributionCarefullytargetedpromotions,TypesofConsumerProducts,8-11,ConsumerProductsClassification,ConvenienceShoppingSpecialtyUnsought,Littleproductawarenessandknowledge(orifaware,sometimesnegativeinterest)PricingvariesDistributionvariesAggressiveadvertisingandpersonalsellingbyproducersandresellers,TypesofConsumerProducts,8-12,ProductDecisions,IndividualProductProductMixProductLine,ProductattributesQuality,features,styleanddesignBrandingPackagingLabelingProductsupportservices,KeyDecisions,8-13,ProductDecisions,IndividualProductProductMixProductLine,ProductmixAlsoknownasproductassortmentConsistsofalltheproductlinesanditemsthataparticularselleroffersforsale,KeyDecisions,8-14,ProductDecisions,IndividualProductProductMixProductLine,Productmixwidth:NumberofdifferentproductlinescarriedbycompanyProductmixlength:thetotalnumberofitemsinthemixProductmixdepthNumberofdifferentversionsofeachproductinthelineProductmixconsistency,KeyDecisions,8-15,8-16,8-17,ProductDecisions,ProductlineAgroupofproductsthatarecloselyrelatedbecausetheymay:functioninasimilarmannerbesoldtothesamecustomergroups,bemarketedthroughthesametypesofoutletsfallwithingivenpriceranges,KeyDecisions,IndividualProductProductMixProductLine,8-18,ProductDecisions,IndividualProductProductMixProductLine,1、Productlineanalysis2、ProductlinelengthLinestretching:addingproductsthatarehigherorlowerpricedthantheexistinglineLinefilling:addingmoreitemswithinthepresentpricerange3、linemodernization,featuringandpruning,KeyDecisions,8-19,WhatisaBrand?,2、Brandingdecisions,8-20,Brandingequity,Brandequityisthepositivedifferentialeffectthatknowingthebrandnamehasoncustomerresponsetotheproductorservice,8-21,2009年度全球品牌价值排行榜,8-22,互联网巨头谷歌以1000亿美元价值荣登榜首，比去年的860亿美元飙升16%。微软排名第二位，品牌价值是762亿美元。中国移动较去年下降2位，但仍以612.8亿美元高居电信行业首位。其他著名的上榜科技企业包括：IBM公司666亿美、苹果661亿美元、沃达丰537亿美元、诺基亚351亿美元、黑莓274亿美元、惠普267亿美元、SAP236亿美元、英特尔228亿美元和Oracle214亿美元。GE：597.93亿美元通用电气下滑幅度最大，从第6位跌至第8位。,8-23,2009年中国500最具价值品牌前10名,世界品牌实验室(WorldBrandLab)：1工商银行：中国工商银行股份有限公司1250.86亿元金融2国家电网：国家电网公司1193.65亿元能源3CCTV：中国中央电视台1085.29亿元传媒4中国移动：中国移动通信集团公司1068.33亿元通信服务5中国人寿：中国人寿保险（集团）公司824.37亿元金融6中国航天：中国航天科技集团公司716.28亿元航天7中国中化：中国中化集团公司693.28亿元石油、化工8中国中铁：中国中铁股份有限公司687.36亿元建筑9海尔：海尔集团公司641.13亿元家电10中国银行：中国银行股份有限公司637.19亿元金融,8-24,BrandStrategy,BrandPositioningBrandNameSelectionBrandSponsorshipBrandDevelopment,Threelevelsofpositioning:ProductattributesLeasteffectiveBenefitsBeliefsandvaluesTapsintoemotions,KeyDecisions,8-25,BrandStrategy,BrandPositioningBrandNameSelectionBrandSponsorshipBrandDevelopment,GoodBrandNames:SuggestsomethingabouttheproductoritsbenefitsAreeasytosay,recognizeandrememberAredistinctiveAreextendableTranslatewellintootherlanguagesCanberegisteredandlegallyprotected,KeyDecisions,8-26,8-27,BrandStrategy,BrandPositioningBrandNameSelectionBrandSponsorshipBrandDevelopment,IndividualnamesBlanketfamilynamesSeparatefamilynamesforallproductsCorporatenamecombinedwithindividualproductnames,KeyDecisions,8-28,BrandStrategy,BrandPositioningBrandNameSelectionBrandSponsorshipBrandDevelopment,ManufacturerbrandsDistributor(store)brandsCostlytoestablishandpromoteHigherprofitmarginsLicensedbrandsNameandcharacterlicensinghasgrown,KeyDecisions,8-29,BrandStrategy,BrandPositioningBrandNameSelectionBrandSponsorshipBrandDevelopment,LineextensionsMinorchangestoexistingproductsBrandextensionsSuccessfulbrandnameshelpintroducenewproductsMulti-brandsMultipleproductentriesinaproductcategoryNewbrandsNewproductcategoryCo-branding,KeyDecisions,8-30,BrandStrategies,8-31,8-32,8-33,8-34,8-35,8-36,8-37,8-38,ManagingBrands,Brand-buildingtools:Publicrelationsandpressreleases;Clubsandconsumercommunities;Factoryvisits;Tradeshows;Eventmarketing;Pub