1. New Products and Services
Chapter 10

2. Product
“A good, service, or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers and is received in exchange for money or some other unit of value.”
Tangible- Color, taste
Intangible- Healthier or wealthier

3. Consumer Goods Consumer v. industrial goods Consumer goods
Convenience goods
Shopping goods
Specialty goods
Unsought goods

4. Products Product item Product line Product mix Product width
Nike Air Jordan
Product line
Nike shoes
Product mix
Nike shoes and clothes
Product width
Product depth
PL- “A group of products that are closely related because they satisfy a class of needs, are used together, are distributed through the same type of outlets, or fall within a given price range.”
Nike: Clothes and shoes
Number of product lines
Source:

5. Brands Branding Brand name Trade name Brand personality Brand equity
Trademarks
Brand personality
Examples:
Brand equity
Sincerity
Excitement
Competence
Sophistication
Ruggedness

6. Benefits of Branding
Product identification
Brand equity
Brand loyalty

7. More on Brand Equity The Value of Brand Equity Naming the Brand
Intangible assets
Licensing
Naming the Brand
What characteristics should it have?

8. Branding Strategies Manufacturer Branding Private Branding Strategy
Multiproduct branding
Multibranding
Private Branding Strategy
Mixed Branding Strategy
Generic Branding Strategy

9. Manufacturer Branding
Multiproduct Branding
Advantages
Disadvantages
Subbranding
Brand Extension
Co-branding

10. Manufacturer Branding
Multibranding Strategy
Each product gets its own name
P&G
Advantages
Disadvantages
Source:

11. Private Branding
Manufactures product but sells under the brand name of the retailer or wholesaler
Source:

12. Mixed Branding Strategy
Mix of manufacturer and private branding
Examples:

13. Generic Branding No identification other than contents
Less than 1% of grocery purchases are generic
Source:

14. Packaging and Labeling
Packaging v. Label
Benefits of Packaging
Greenwashing

15. Warranties Express warranty Limited-coverage warranty Full warranty
Implied warranty