MANAGING PRODUCTS AND BRANDS CHAPTER 11 MANAGING PRODUCTS AND BRANDS

THE PRODUCT LIFE CYCLE How stages of the PLC relate to a firm’s marketing objectives and marketing mix actions

THE PRODUCT LIFE CYCLE Introduction Stage Growth Stage Maturity Stage Decline Stage Deletion Harvesting

THE PRODUCT LIFE CYCLE Dimensions of the Product Life Cycle Length of the Product Life Cycle Shape of the Product Life Cycle The Product Level: Class and Form The Life Cycle and Consumers

Alternative product life cycles

Five categories and profiles of product adopters

MANAGING THE PRODUCT LIFE CYCLE Role of a Product Manager Modifying the Product Modifying the Market Finding New Users Increasing Use Creating New Use Situation

MANAGING THE PRODUCT LIFE CYCLE Repositioning the Product Reacting to a Competitor’s Position Reaching a New Market Catching a Rising Trend Changing the Value Offered Trading up Trading down Downsizing

BRANDING AND BRAND MANAGMENT Brand name Trade name Trademark

BRANDING AND BRAND MANAGMENT Brand Personality and Brand Equity Creating Brand Equity Valuing Brand Equity Licensing Picking a Good Brand Name

Customer-based brand equity pyramid

Alternative branding strategies

PACKAGING AND LABELING Creating Customer Value Through Packaging and Labeling Communication Benefits Functional Benefits Perceptual Benefits

PACKAGING AND LABELING Global Trends in Packaging Environmental Sensitivity Health and Safety Concerns

PRODUCT WARRANTY Express warranty Limited coverage Full coverage Implied coverage