产品 服务和品牌战略

1、Chapter 8 Product, Services, and Branding Strategy By Li Xuejia.Objectives Define product and the major classifications of products and servicesDescribe the decisions companies make regarding their individual products and services, product lines, and product mixesDiscuss branding strategy- the decis

2、ions companies make in building and managing their brandsIdentify the four characteristics that affect the marketing of a service and the additional marketing considerations that services require.Major issuesWhat is a product?Product and service decisionsBranding strategy: building strong brandsServ

3、ice marketing .What Is a Product?Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.Broadly defined, products include physical objects, services, events, persons, places, organizations, ideas, or mixes of these entities.Levels o

4、f Product and ServicesCore benefit: the core, problem-solving benefit or servicesActual product: features, design, a quality level, a brand name, and packagingAugmented product: additional consumer services and benefits.Product and Service ClassificationConsumer productsIndustrial productsBroadly de

5、fined- organizations, persons, places, and ideas.Consumer ProductsProducts and services bought by final consumers for personal consumption.Convenience products Shopping products Specialty products Unsought products.Convenience ProductsConsumer products and services that the customer usually buys fre

6、quently, immediately, and with a minimum of comparison and buying effort.E.g. Soap, newspapers, fast foodback.Shopping ProductsConsumer good that the customer, in the process of selection and purchase, characteristically compares on such bases as suitability, quality, price, and style.E.g. Clothing,

7、 furniture, household appliancesback.Specialty ProductsConsumer product with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort.E.g. Specific brands and types of cars, services of medical or legal specialists, high-pric

8、ed photographic equipmentback.Unsought productsConsumer product that the consumer either does not know about or knows about but does not normally think of buyingE.g. Life insurance, funeral services, blood donationback.Industrial ProductsProduct bought by individuals and organizations for further pr

9、ocessing or for use in conducting a business.Materials and parts Capital item Supplies and services.Materials and PartsRaw farm product (wheat, cotton, livestock, fruits) natural product (fish, lumber, iron ore, crude petroleum) Manufactured component materials (iron, cement, wires) component parts

10、(motors, tires, castings).Capital ItemsInstallations buildings (factories, offices) fixed equipment (generators, drill press, elevators)Accessory equipment portable equipment and tools (hand tools, lift trucks) office equipment (computers, desks, fax machines).Supplies and ServicesSupplies operating

11、 supplies (lubricants, paper, pencil, coal) repair and maintenance items (paint, nails, brooms)Service maintenance and repair services (window cleaning, computer repair) advisory service (legal, management consulting, advertising).Organization, Person, Places, IdeasOrganization marketing consists of

12、 activities undertaken to create, maintain, or change the attitudes and behavior of target consumers toward an organization.Person marketing consists of activities undertaken to create, maintain, or change the attitudes and behavior of target consumers toward particular people.Place marketing involv

13、es activities undertaken to create, maintain, or change the attitudes and behavior of target consumers toward particular places.The marketing of social ideas Social marketing: the use of commercial marketing concepts and tools in programs designed to influence individuals behavior to improve their w

14、ell-being and that of society. back.Product and Service DecisionsIndividual product decisionsProduct line decisionsProduct mix decisions.Individual Product and Service Decisions product attributes branding packaging product support labeling services .Product and Service AttributesProduct quality - T

15、he characteristics of a product or service that bear on its ability to satisfy stated or implied customer needs.Product features - They are competitive tools for differentiating a companys product from competitors and can effectively add value to the product.Product style and design Style simply des

16、cribes the appearance of a product. It does not necessarily make the product perform better. Design is more than skin deep. It goes to the very heart of a product. Good design contributes to a products usefulness as well as to its looks.BrandingBrands can be a name, term, sign, symbol, or design, or

17、 a combination of these that identifies the products or services of one seller or group of sellers and differentiates them from those of competitors.back.PackagingThe activities of designing and producing the container or wrapper for a product.Function: hold and protect products attract attention, d

18、escribe products, make sales, and safety concernsback.LabelingLabels range from simple tags attached to products to complex graphics that are part of the package.Functions: identification description promotionback.Product Support ServiceFirst step: survey customers periodically to assess the value o

19、f current services and to obtain ideas for new ones.Second step: assess the costs of providing these services.back.Product Line DecisionsA product line is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed throug

20、h the same types of outlets, or fall within given price ranges.Product line length: the number of items in the product line.Product line analysis.Ways to Lengthen Product LineLine stretching occurs when a company lengthens its product line beyond its current range.Line filling occurs to add more ite

21、ms within the present range of the line.Ways of Line StretchingDownward companies located at the upper end of the marketUpward companies at the lower end of a marketBoth ways companies in the middle range of the market back.Reasons of Product Line FillingReaching for extra profitsSatisfying dealersU

22、sing excess capacityBeing the leading full-line companyPlugging holes to keep out competitorsback.Product Mix DecisionsProduct mix (or product portfolio) is the set of all product lines and items that a particular seller offers for sale.Four dimensions 1. width: the number of different product lines

23、 the company carries 2. length: the total number of items the company carries within its product lines .3. depth: the number of versions offered of each product in the line4. consistency: how closely related the various product lines are in end use, production requirements, distribution channels, or

24、 some other way.back.Branding Strategy: Building Strong BrandsBrand equity The positive differential effect that knowing the brand name has on customer response to the product or service.Major Brand Strategy DecisionsBrand positioningAttributesBenefitsBeliefs and valuesBrand name selectionSelectionP

25、rotectionBrand sponsorshipManufacturers brandPrivate brandLicensingCo-brandingBrand developmentLine extensionsBrand extensionsMultibrandsNew brands.Brand PositioningProduct attributesBenefits Lexus (quality) FedEx (guaranteed on-time delivery)Beliefs and values Starbucks Victorias Secretback.Brand N

26、ame SelectionSuggest something about the products benefit and qualities. (Beautyrest, Craftman)Easy to pronounce, recognize, and remember (Tide, Jetblue)Distinctive (Kodak, Lexus)Extendable (Amazon)Translate easily into foreign languages (Exxon)Capable of registration and legal protection .Brand Spo

27、nsorshipManufacturers brand (national brand)Private brand (store brand or distributor brand)- a brand created and owned by a reseller of a product or service.Licensed brand- names or symbols previously created by other manufacturers, names of well-known celebrities, or characters from popular movies

28、 or books.Co-brand- the practice of using the established brand names of two different companies on the same product. .Brand DevelopmentLine extension - extending an existing brand name to new forms, colors, sizes, ingredients, or flavors of an existing product categoryBrand extension - extending an

29、 existing brand name to new product categoriesMultibrand - a way to establish different features and appeal to different buying motivesNew brand - to enter a new product category for which none of the companys current brands are appropriate .Services MarketingDefinition of service Any activity or be

30、nefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything.Nature and Characteristics of a Service.Marketing Strategies for Service FirmsThe service-profit chain the chain that links service firm profit with employee and customer satisfaction. Company Internal External marketing marketing Employees Cus