1. Understanding the Market Offer: Course: Product and Brand Management
Goods & Services
Sandeep Srivastava
Course: Product and Brand Management

2. Scope What is product Classification of product
Distinction between product family, class, type etc.
Review brand-related terminology
Branding strategies
Packaging and labeling.

3. Core & Augmented Product
AUXILIARY
CHARACTERISTICS
Primary
Characteristics
Core
product

4. PRODUCT: THREE LEVELS The core physical product, service or benefit.
The tangible product: quality level, features, styling, brand name & packaging.
Augmented product. Delivery & credit, warranty, sas, installation.

5. Product Strategy & Product Concept
Selection and blending of a product’s primary & auxiliary dimensions into a unified mix emphasizing a particular set of consumer benefits
Colored paperclips that don’t rust 5

6. FIVE PRODUCT LEVELS 1 CORE BENEFIT
THE FUNDAMENTAL BENEFIT OR SERVICE-THE CUSTOMER IS BUYING
(HOTEL: REST/SLEEP) 2
BASIC PRODUCT
BASIC, FUNCTIONAL ATTRIBUTES
(ROOM; BED, BATH…) 3
EXPECTED PRODUCT
SET OF ATTRIBUTES/CONDITIONS THE BUYER NORMALLY EXPECTS
(CLEAN ROOM, LARGE TOWEL, QUIETER LOCATION) 4
AUGMENTED PRODUCT
THAT MEETS THE CUSTOMERS’ DESIRES BEYOND EXPECTATIONS
(PROMPT ROOM SERVICE, MUSIC, CHECK IN/OUT, AROMA) 5
POTENTIAL PRODUCT
POSSIBLE EVOLUTION TO DISTINGUISH MARKET OFFER
(ALL-SUITE HOTEL)

7. (BASED ON A CUSTOMER PERSPECTIVE)
SERVICE AUGMENTATION
(BASED ON A CUSTOMER PERSPECTIVE)
PERIPHERAL /
AUXILIARY SERVICES
SUPPORTING
SERVICES
(AND GOODS)
FACILITATING
SERVICES
(AND GOODS)

8. INNOVA MARUTI 800 JAGUAR CORE BENEFIT BASIC PRODUCT EXPECTED PRODUCT
AUGMENTED PRODUCT
POTENTIAL PRODUCT

9. INNOVA MARUTI 800 JAGUAR CORE BENEFIT PERSONAL TRANSPORT BASIC PRODUCT
BOX ON WHEELS
BOX ON WHEELES
BOX ON SHEELS
EXPECTED PRODUCT
LOAD BEARING
FUEL EFFICIENT
RELIABILITY
AUGMENTED PRODUCT
POTENTIAL PRODUCT

10. CLASSIFICATION: TANGIBILITY
PURE TANGIBLE
MAJOR TANGIBLES WITH
MINOR INTANGIBLES
MINOR TANGIBLES WITH
MAJOR INTANGIBLES
PURE INTANGIBLES

11. Intangibility-Tangibility Spectrum
Salt 
Soft Drinks 
Detergents 
Automobiles 
Cosmetics 
Fast-food
Outlets 
Intangible
Dominant
Tangible
Dominant  
Fast-food
Outlets 
Advertising
Agencies 
Airlines 
Investment
Management 
Consulting
Teaching

12. TANGIBLE
DOMINANT
TANGIBLE
EVIDENCES
COSME-
TICS
F.F.
OUTLET
INTANGIBLE
IMAGE
INTANGIBLE
DOMINANT

13. PRODUCTS
CONSUMABLE
NON-DURABLES
DURABLES

14. Classifying Consumer Products
Convenience
Products
Specialty
Products
Shopping
Products
Effort expended 8

15. Classifying Organizational Products
Capital products
Production products
Raw & process material
Manufactured/
component parts
Operating products
Supplies
Services
Software
Information
Installation
Accessory equipment 13

16. Product Lines & Product Mixes
Product item
Product line
Product class 17

17. PRODUCT HIERARCHY ITEM BRAND PRODUCT TYPE PRODUCT LINE PRODUCT CLASS
PRODUCT FAMILY
NEED FAMILY

18. BRANDING
BRAND
BRAND NAME
BRAND MARK
TRADE MARK
COPYRIGHT

19. Generic Names Used to describe a product class
These were all originally brand names.
Nylon
Kerosene
Escalator
Formica
Cellophane 21

20. BRAND NAME ‘SPECTRUM’ ASSOCIATIVE COMPLETELY COMPLETELY FREE STANDING
SWEET
‘N’
LOW
VISA MILK
FOOD 100%
SPEED POST
HAJMOLA
KODAK
SCHWEPPES
ASSOCIATIVE
COMPLETELY
DESCRIPTIVE
COMPLETELY FREE STANDING

21. BRAND: 6 LEVELS OF MEANING
Attributes
Benefits
Personality: If a brand is a person object, animal…
User: Kind of consumer
Culture
Value (Producer’s value)

22. Good Brand Names: Easy to remember and pronounce
Should Reflect some aspects of the product and reinforce product concept
Ivoke positive association and suggest a positive image
Distinctive
Communicate product benefits
Say something about the user
Avoid linguistic traps
Can be legally protected 22

23. Line Extension and Brand Extension
When a company launches a new product ……….. 22

24. PRODUCT CATEGORY
Existing
New
Existing
BRAND NAME
New

25. BRAND NAME PRODUCT CATEGORY Existing New Line Extension
Brand Extension
Existing
BRAND NAME
New
Multi-brands
New Brands

26. BRANDING DECISIONS Should the product be branded at all.
Who should sponsor the brand.
What Quality should be built into the brand.
Should each product be individually branded or family branded.
Should Two or more brand be developed in the same category.
Should the established brand/product be given a new meaning: Repositioning.

27. PACKAGING
PACKAGING MUST PROTECT WHAT IT SELLS AND SELL WHAT IT PROTECTS.
PACKAGING IS THE ART, SCIENCE AND TECHNOLOGY OF PREPARING GOODS FOR TRANSPORT AND SALES.
PACKAGING MAY BE DEFINED AS THE MEANS OF ENSURING SAFE DELIVERY OF A PRODUCT TO THE ULTIMATE CONSUMER IN SOUND CONDITION AT THE MINIMUM OVERALL COST.

28. Package: Extension of Product
Attention
Identifiable image
Protection
Promotion
Ecological function
Information & inserts
Encourage multiple unit purchases 27

29. LABELLING
ADVERTISING MESSAGE
CONSUMER INFORMATION
LEGAL REQUIREMENTS

30. Review Define product Learn to classify products
Understand differences between product lines & product mixes
Review brand-related terminology
Developing New service Products