1. Product/Service Management
Product/Service Management is a marketing function that involves obtaining, developing, maintaining, and improving a product.
OB9: Analyze the effect business trends have on decision making

2. Product/Service Management
Factors affecting Product/Service Management:
Customer Needs and Wants
Company Goals and Strategies
Cost and Available Resources
Competition
Product Itself
Government Regulation
Stages in Life Cycle
Business and Economic Trends
OB9: Analyze the effect business trends have on decision making

3. Product/Service Management
What are Benefits to Product/Service Management?
-Offer products consumers want and
company’s profits increase
-When developing the right products, a
company can gain new customers
-When products are well managed
there is less of a chance for failure
OB9: Analyze the effect business trends have on decision making

4. Product/Service Management
What role does Product/Service Management play in Marketing?
Affects positioning of product
-what image do you want to create about the product in the minds of consumers?
2. Improves product success
3. Gives product an image
-what impressions do you have
of certain brands
OB9: Analyze the effect business trends have on decision making

5. Product/Service Management
Who is responsible for managing product/service management?
-Several employees of a company, certain departments, 1 employee or just the boss. Normally depends on size of company.
3 Main Phases of Product/Service Management
1. Developing New Products
2. Monitoring Existing Products
- Sales, Profit, Market Share
3. Eliminate Weak Products
OB9: Analyze the effect business trends have on decision making

6. Branding Elements and Strategies
The nature, scope, and importance of branding in product planning
The various branding elements
The different types of brands
How to classify branding strategies
The right name is an important part of every successful business. The name and symbols of a business or a product project the personality of the company, product, or service.
OB9: Analyze the effect business trends have on decision making

7. private distributor brand generic brand brand extension
brand licensing
mixed-brand strategy
co-branding strategy
brand
brand name
brand mark
trade name
trade character
trademark
manufacturer brand
OB9: Analyze the effect business trends have on decision making

8. Branding
A brand is a name, term, design, or symbol (or combinations of them) that identifies a business or organization and the products that they offer. Brands are divided into two categories:
corporate brands
product brands
OB9: Analyze the effect business trends have on decision making

9. PRODUCT RECOGNITION
It is important that customers who are satisfied with a product can easily recognize and find a company’s branded products when they want to buy them again
Nine out of ten people will pay 25% more for a GE Soft White light bulb over a private or generic brand because it is perceived by customers to be better than the competitors
OB9: Analyze the effect business trends have on decision making

10. Example: PT Cruiser, Mountain Dew, SnackWells, and K2
Branding
A brand name is the word, group of words, letters, or numbers of a brand that can be spoken.
Example: PT Cruiser, Mountain Dew, SnackWells, and K2
A brand mark is a symbol, design, or distinctive coloring or lettering that identifies a brand.
Example: U.S. Postal Service's eagle, Apple Computer's apple
A trade name is the legal name under which a company or division of a corporation does business.
Example: Amex, Dell, Kellogg's, and Xerox
A trade character is a brand mark with human form or characteristics.
Example: The Jolly Green Giant, the Pillsbury Doughboy
OB9: Analyze the effect business trends have on decision making

11. A trademark is a brand name, brand mark, trade name, trade character, or a combination of these given legal protection by the federal government and noted by the trademark symbol ().
OB9: Analyze the effect business trends have on decision making

12. Importance of Brands in Product Planning
The use of brands is important in product planning for several reasons. Branding:
builds customer loyalty
assures customers that products carrying the same brand are of a consistent quality
addresses new target markets
establishes an image for a product or company
OB9: Analyze the effect business trends have on decision making

13. BRAND EXPOSURE
Helps companies extend their products into new target markets, new product lines, and new categories
Customers are more willing to try new products that carry a name they are familiar with
Example: GLAD family of products
Started with trash bags and has now moved into food storage containers and baggies
OB9: Analyze the effect business trends have on decision making

14. specialized computer software programs
Generating Brands
Seventy-five percent of companies introduce a new product name each year. Brand names are generated by:
company employees
specialized computer software programs
branding agencies, naming consultants, and public relations agencies
Half of all corporate name changes occur because of company mergers and acquisitions.
OB9: Analyze the effect business trends have on decision making

15. Three classifications of brands are:
Types of Brands
Three classifications of brands are:
manufacturer brands (national or producer)
private distributor brands
generic brands
OB9: Analyze the effect business trends have on decision making

16. TYPES OF BRANDS National Brands
(producer brands) owned by national manufacturers
Generate the majority of sales for most categories
Examples: Hershey Foods, Whirlpool, Ford, Hilton, American Airlines, Kraft and Nestle
Internet based national brands
Amazon.com, eBay, Monster
OB9: Analyze the effect business trends have on decision making

17. Both are private distributor brands from SEARS
TYPES OF BRANDS
Private Distributor Brands
private brands, store brands, or dealer brands
Developed and owned by wholesalers and retailers
Examples: Arizona for JC Penney, George for Wal-Mart, Villager for Kohl's
Both are private distributor brands from SEARS
OB9: Analyze the effect business trends have on decision making

18. TYPES OF BRANDS Generic Brands Does not carry a company identity
Packaging usually features a description of the product
Example: Pancake Mix, Paper Towels
Usually sold in supermarkets and discount stores
Often sold for 30 – 50% less than name brands
OB9: Analyze the effect business trends have on decision making

19. BRAND STRATEGIES Brand Extension Brand Licensing Mixed Brands
Co-Branding
OB9: Analyze the effect business trends have on decision making

20. BRAND EXTENTION
A branding strategy that uses an existing brand name to promote a new or improved product in a company’s product line
OB9: Analyze the effect business trends have on decision making

21. BRAND LICENSING
Some companies allow other organizations to use their brand, brand mark, or trade character through brand licensing Licensing company gets a fee (royalty) in return for authorization
Has licensing agreements with
OB9: Analyze the effect business trends have on decision making

22. MIXED BRANDS
Offer a combination of manufacturer, private distributor, and generic brands
Their own National Brand tires
Private Brand for SEARS
OB9: Analyze the effect business trends have on decision making

23. Co-BRANDING
Combines one or more brands in the manufacture of a product or in the delivery of a service
OB9: Analyze the effect business trends have on decision making

24. Re-Branding
Rebranding
Rebranding - a change to the brand name, logo, or image of a product or company
brand owner revisits the brand with the purpose of updating or revising
OB9: Analyze the effect business trends have on decision making

25. OB9: Analyze the effect business trends have on decision making

26. OB9: Analyze the effect business trends have on decision making

27. Partial Rebrand
Situations when a brand has been firmly established yet is simply outdated or needs to be refreshed.
Tweaking is required
Not a full rebrand
OB9: Analyze the effect business trends have on decision making

28. Total Rebrand
Situations when a brand’s intent to erase any previous brand identity and replace it with completely new imagery
OB9: Analyze the effect business trends have on decision making

29. Why Rebrand? Rebranding can help change a businesses: Quality
Target Market
New Product Line
Repositioning and Image
Altered Public Image
OB9: Analyze the effect business trends have on decision making