1. Product, Services, and Branding Strategy
Chapter 8

2. Learning Goals
Understand products and the major classifications of products and services
Learn the decisions companies make regarding their products and services
Understand branding strategy
Identify the four characteristics that affect the marketing of a service

3. Definitions Product Service
Anything offered to a market for attention, acquisition, use, or consumption that might satisfy a need or want.
Service
Any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything.
Goal 1: Understand products and their classifications

4. What is a Product? Products, Services and Experiences
Market offerings may consist of a combination of goods and services
Levels of Product and Services
Core benefit
Actual product
Augmented product
Product and Service Classifications
Consumer products
Industrial products
Goal 1: Understand products and their classifications

5. Types of Consumer Products
What is a Product?
Types of Consumer Products
Frequent purchases
Bought with little comparison or shopping effort
Low price
Widespread distribution
Mass promotion by producer
Convenience
Goal 1: Understand products and their classifications

6. Types of Consumer Products
What is a Product?
Less frequent purchases
More shopping effort for comparisons.
Higher than convenience good pricing
Selective distribution in fewer outlets
Advertising and personal selling by both producer and resellers
Types of Consumer Products
Shopping
Goal 1: Understand products and their classifications

7. Types of Consumer Products
What is a Product?
Types of Consumer Products
Strong brand preference and loyalty, requires special purchase effort, little brand comparisons, and low price sensitivity
High price
Exclusive distribution
Carefully targeted promotions by both producer and resellers
Specialty
Goal 1: Understand products and their classifications

8. Types of Consumer Products
What is a Product?
Types of Consumer Products
Little product awareness and knowledge (or if aware, sometimes negative interest)
Pricing varies
Distribution varies
Aggressive advertising and personal selling by producers and resellers
Unsought
Goal 1: Understand products and their classifications

9. Product and Service Decisions
Key Decisions
Product attributes
Quality, features, style and design
Branding
Packaging
Labeling
Product support services
Individual Product
Goal 2: Learn decisions companies make regarding products

10. Product and Service Decisions
Key Decisions
Product line
A group of products that are closely related because they may:
function in a similar manner
be sold to the same customer groups,
be marketed through the same types of outlets
fall within given price ranges
Product Line
Goal 2: Learn decisions companies make regarding products

11. Product and Service Decisions
Key Decisions
Product line length
Line stretching: adding products that are higher or lower priced than the existing line
Line filling: adding more items within the present price range
Product Line
Goal 2: Learn decisions companies make regarding products

12. Product and Service Decisions
Key Decisions
Product mix
Also known as product assortment
Consists of all the product lines and items that a particular seller offers for sale
Product Mix
Goal 2: Learn decisions companies make regarding products

13. Product and Service Decisions
Key Decisions
Product mix width:
Number of different product lines carried by company
Product mix length:
Number of items with in each product line
Product mix depth:
Number of different versions of each product in the line
Product mix consistency
Product Mix
Goal 2: Learn decisions companies make regarding products

14. Brand
Top Global brands
A name, term, sign, symbol or design or a combination of these that identifies the products or services of one seller or group of sellers and differentiates them from those of competitors

15. Top Global brands

16. Branding Strategy
Brand equity is the positive differential effect that knowing the brand name has on customer response to the product or service
One measure of equity is the extent to which customers are willing to pay more for the brand
Brands with strong equity have many competitive advantages:
High consumer awareness
Strong brand loyalty
Helps when introducing new products
Less susceptible to price competition
Brand valuation is the process of estimating the total financial value of a brand
Goal 3: Understand branding strategy

17. Brand Strategy Key Decisions Brand Positioning
Three levels of positioning:
Product attributes
Least effective
Benefits
Beliefs and values
Taps into emotions
Brand Positioning
Goal 3: Understand branding strategy

19. Brand Strategy Key Decisions Brand Name Selection
Good Brand Names:
Suggest something about the product or its benefits
Are easy to say, recognize and remember
Are distinctive
Are extendable
Translate well into other languages
Can be registered and legally protected
Key Decisions
Brand Name Selection
Goal 3: Understand branding strategy

20. Brand Strategy Key Decisions Brand Sponsorship
Manufacturer brands
Private (store) brands
Costly to establish and promote
Higher profit margins
Licensed brands
Name and character licensing has grown
Co-branding
Advantages / disadvantages
Brand Sponsorship
Goal 3: Understand branding strategy

21. Brand Strategy Key Decisions Brand Development
Line extensions
Minor changes to existing products
Brand extensions
Successful brand names help introduce new products
Multibrands
Multiple product entries in a product category
New brands
New product category
Brand Development
Goal 3: Understand branding strategy

22. Services Marketing Services
Account for 79% of U.S. gross domestic product.
Service industries include
Business organizations
Government
Private not-for-profit organizations.
Goal 3: Understand branding strategy

23. Characteristics of Services
Intangibility
Consumers look for service quality signals
Inseparability
Services can’t be separated from providers
Variability
Employees and other factors result in variability
Perishability
Services can’t be inventoried for later sale
Goal 3: Understand branding strategy