karkMnt;yuT§ saRsþplit nig pl nig l pøaksBaØa ( Setting the Product and Branding Strategy ) Chapter 9

What is a Product? PRODUCT plitplKWCaGVIEdlGacpþl;eTATIpSa r sMrab;karykcitþTukdak;/ TajykeRbI nigGacbMeBjtMrUvkar. (A PRODUCT is anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need). GVICaesva (What is a Service) ? SERVICE esva KWCaTMrg;plitplEdlrYmmanskmµ PaB/GtßRbeyaCn¾ rWkarbMeBj citþ RtÚv)anpþl;sMrab;lk; EdlCaPaBGrUbiycaM)ac; nigmin)anpþl; lT§pl CakmµsiT§iGVITaMgGs; (A SERVICE is a form of product that consist of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything). (What is a product) GVICaplitpl (What is a product) ?

The Product A product is anything that can be offered to a market to satisfy a want or need.

lkçN³énesva (Nature & Characteristic of a Service) GrUbiy (Intangibility) minGacpþac;)an (Inseparability) ERbRbYl (Variability) gayxUc (Perishability)  minGacemIleXIj/Pøk ;rs;Cati)an/dwgeday GarmµN¾)an/sþab;) an/hitkøindwgmune BlTijva.  minGacpþac;)anBIG ñkpþl;va  KuNPaBGaRs½yelI Gñkpþl;vaCaGñkNa/ eBlNa/TINa ehIyya:gdUcemþc?  minGacsþúksMrab;l k; rWeRbIeBleRkay

yuTsaRs þ Marketing sMrab;Rkumhu‘nesva RKb;RKgPaBRbesIredayELkrbs;esva (Managing Service Differentiation) – begáItPaBRbesIredayELkEdlRtUvpþl;/pþl; nigFmµarmµN_ (Develop differentiated offer, delivery and image) RKb;RKgKuNPaBesva (Managing Service Quality) – pþl;siT§idl;buKÁlikCYrmux (Empower front-line employees) – rMéBGtifiCnCanic© (Become “Customer obsessed”), – begáItKuNPaBesvax<s;bMput (Develop high service quality standards), – emIlkarsMEdgesvaeGaykan;Etekok (Watch service performance closely) RKb;RKgplitPaBesva (Managing Service Productivity) – hVwkhat;nieyaCikcas; rWfµIeGayl¥ (Train current or new employees better) – emIlCaRbcaMTaMgKuNPaB nigbrimaN (Work on quality as well as quantity) – eRbIR)as;bec©kviTüa (Utilize technology)

The Product and the Product Mix Figure 8.1: Components of the Market Offering

namsBaØa (Brand Name) kMritKuNPaB (Quality Level) sMbkevcx©b; (Packaging) Rcna (Design) lkçN³Biess (Features) pþl; nigCMBak (Delivery & Credit) ; tMelIg (Installation) Fana (Warranty) esvaeRkayeBllk; (After-Sale Service) GtßRbeyaCn¾sMxan; EpñkBiténplitpl (Actual Product) EpñkBiténplitpl (Actual Product) EpñksMxan;énplitpl (Core Product) EpñksMxan;énplitpl (Core Product) E;pñkbEnßménplitpl (Augmented Product) E;pñkbEnßménplitpl (Augmented Product) kMriténplitpl (Levels of Products)

KuNPaBplitpl (Product Quality) KuNPaBplitpl (Product Quality) lkçN³Biessplitpl (Product Features) lkçN³Biessplitpl (Product Features) rcnabf nigKUseRKagplitpl (Product Style & Design) rcnabf nigKUseRKagplitpl (Product Style & Design) smtßPaBplitplkñúgkars MEdgmuxgarrbs;va rYmmankMrit nigPaBsIusgVak; (Ability of a Product to Perform Its Functions; Includes Level & Consistency) CYykñúgkareFVIeGay EbøkKñarvag plitplKURbECg (Help to Differentiate the Product from Those of the Competition) CYykñúgkareFVIeGay EbøkKñarvag plitplKURbECg (Help to Differentiate the Product from Those of the Competition) dMenIrénkarKUseRKa g rcnabf nigmuxgarplitpl (Process of Designing a Product’s Style & Function) dMenIrénkarKUseRKa g rcnabf nigmuxgarplitpl (Process of Designing a Product’s Style & Function) eBlbegáItplitpl rWesva Bak;B½nædl;karkMnt;GtßRbeyaCn¾E dlRtUvpþl;eGaydUcCa (Developing a Product or Service Involves Defining the Benefits that it Will Offer Such as) lkçN³rYménplitpl (Product Attributes)

The Product Mix  Product mix (Product assortment) is the set of all products and items that a particular seller offers for sale.

The Product-line decisions The product-line analysis The product-line analysis Sales and Profits –margin differences related to the four types of product classes Sales and Profits –margin differences related to the four types of product classes Core product Core product Staples Staples Specialties Specialties Convenience items Convenience items Profit profile is positioning against competitors Profit profile is positioning against competitors

(PACKAGING) sMbkevcx©b; (PACKAGING) (Containers) pÞúk (Containers) (Shipping) dwkCBa¢Ún (Shipping) (Protection) karBar (Protection) (Information) Bt_man (Information) BiBN_na- kMnt;pøaksBaØa (Labelling – Brand ID) (Convenience) gayRsYl (Convenience)

Packaging and Labeling –Packaging –Package Primary Package Secondary Package Shipping Package –Factors which have contributed to the growing use of packaging as a marketing tool Self-Service Consumer affluence Company and brand image Innovation opportunity

Labelling e)aHBumöBt_manxag elI rWpSMCamYysMbkev cx©b; (Printed information appearing on or with the package) sMEdgkargary:ageRcI n (Performs several functions) GtþsBaØNplitpl rWpøaksBaØa (Identifies product or brand) BiBN’narbs;CaeRc InGMBIplitpl (Describes several things about the product) pSBVpSayplitplta mRkahVTak;Taj (Promotes the product through attractive graphics)

GVICapøaksBaØa (What is A Brand) ? American Marketing Association: – pøaksBaØa KWCa eQµaH/ Bakü/ sBaØa/ KMnUs rWkarrcna rWsrubTaMg Gs;kñúgbMngkMnt;GtþsBaØaNTMnij rWwesvaénGñklk;mñak; rWmYyRkum nigeFVI eGayvaEbøkBIKURbECg (A Brand is a name, term, sign, symbol or design or combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors). Kotler: – pøaksBaØa KwCaplitpl EtKWCaGVIEdlbEnßmktþadéTedIm,I eFVIeGayva EbøkBIplit pldéT edIm,IbMeBjtMrUvkardUcKña (A Brand is a product, but one that adds other dimensions to differentiate it in some way from other products designed to satisfy the same needs).

Building Brand Identity –Brand bonding Brands are not built by advertising but by the brand experience Everyone in the company lives the brand Three ways to carry on internal branding – Employees must –Understand –Desire, and –Deliver on the brand promise

Brand Equity –Brand awareness –Brand acceptability –Brand preference Aaker’s five levels of customer attitude: –The customer will change brands, especially for price reasons. No brand loyalty. –Customer is satisfied. No reason to change brands. –Customer is satisfied and would incur cost by changing brand. –Customer values the brand and sees it as a friend. –Customer is devoted to the brand.

–Value of Brand Equity Brand valuation Competitive advantages of high brand equity: –The company will have more leverage in bargaining with distributors and retailers because customers expect them to carry the brand. –The company can charge a higher price than its competitors because the brand has higher perceived quality. –The company can more easily launch extensions because the brand name carries high credibility. –The brand offers some defense against price competition.

–Branding gives the seller several advantages: Brand name makes it easier for the seller to process orders and track down problems Seller’s brand name and trademark provide legal protection of unique product features Branding gives the seller the opportunity to attract a loyal and profitable set of customers. Branding helps the seller segment markets. Strong brands help build corporate image, making it easier to launch new brands and gain acceptance by distributors and consumers.

–Brand-Name Decision Four available strategies: –Individual names –Blanket family names –Separate family names for all products –Corporate name combined with individual product names

Desirable qualities for a brand name It should suggest something about the product’s benefits It should suggest the product or service category It should suggest concrete, “high imagery” qualities It should be easy to spell, pronounce, recognize, and remember It should be distinctive It should not carry poor meanings in other countries and languages

Selecting a good brand name Suggest something about the product, particularly its benefits and use. Be easy to pronounce, spell, and remember Be distinctive Be adaptable to additions to the product line Be capable of registration and legal protection.