For 5 chap - 6 câu + 2 essay

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CHAP 8: PRODUCTS, SERVICES AND BRANDS

I. Products, services and experiences

- Product: anything offered in market that can satisfy customers’ needs or wants, ownership
- Service: product - usually intangible, not have ownership
- Experience: what buying the product or service will do for the customer
Ex: Hasaki
1. Level of product & services

- core customer value: try to answer the question: what is the buyer really buying?
- actual product: turn the cor e benefit into an actual product
- augmented product: increase the value of the products
Ex: Apple
2. Product and Service Classifications
Consumer products: personal consumption >< Industrial products: further processing or
conducting a business

Convenience products - buy frequently, immediately, and with minimal comparison and
buying effort (usually low price)
ex: FMCG, fastfood, etc.

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Shopping products - less frequently purchased

- compare carefully about suitablity, price, quality
ex: furniture, electronic devices, cars, etc.

Specialty products - unique characteristics, brand identification > just significant

group will buy
ex: idol card, lightstick , designer clothes, etc.

Unsought products - do not know about or know but rarely buy

ex: life insurance, funeral services, innovations etc.

- Orgainzation mkt: create, maintain or change attitudes and behaviors of target

consumers toward organization
- Person mkt: create, maintain or change attitudes and behaviors of target consumers
toward people
- Place mkt: create, maintain or change attitudes and behaviors of target consumers
toward place
- Social mkt: use mkt concepts > influence behaviors > improve well-being of society
II. Product & services decisions
1. Individual product and service decisions

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2. Product line decisions

Production line: products closely related to each other, same fuction, same customer groups,
same outlets, in a given price ranges
- line filling: add more items within presence range of the line, horizontal
- line stretching: lengthens its product line beyond its current range > vertical
(downward, upward, or both ways)
ex: Xmen, Romano
3. Product mix decision
Product mix (product portfolio): consists of all the product lines and items
- Width: different product lines (tổng số line)
- Length: total number of items within its product lines (tổng sp trong mỗi line)
- Depth: versions offered of each product (version trong từng line)
- Consistency: close relation of products in end use, productio requirements, distribution
channels, or some other way
III. Services mkt
1. Types
- Government: court, military services, police an fire departments…
- Private not-for-profit organizations: museums, charities,….
- Business services: airlines, hotels, banks…

2. Nature & characteristics of service (how it differ from product)

- Intangibility: cannot be seen, felt, heard before purchased
- Inseparability: cannot separate from providers (ex: product: produce from factory >
inventory > customer >< service: attach)

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- Variability: quality of service depend on ai serve, serve ở đâu, how (ex: Ms.Thảo serve
dvu dạy mkt sẽ differ from Mr.Khoa)
- Perishability: cannot stored for later sale or use
IV. Brand strategy: build strong brands
1. Brand equity and brand value
- Brand equity: differential effect that knowing the brand name has on customer response
(cách khách hàng interact với brand)
- Brand value: total financial value of a brand

2. Build strong brand

Brand sponsorship
- Battle of National brand and Store/Private brand
• national /manufacturer brand: brand owned by manufacturers
• private/store/distributive brand: brand created and owned by reseller of a product
or service
ex: nước rửa chén sunlight vs nước rửa chén coopmart
- Licensing: license names or symbols previously created by manufactureres (mua quyền
sd hình ảnh thương hiệu) – case các bộ phim chiếu rạp
- Co-branding: using established brand name of 2 different companies on same product –
case Apple Pay
3. Brand development

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- Line extension: company extends existing brand names to new forms, colors, size,
ingredients, flavor etc. of existing product category (ex: Xmen cho ra sp khử mùi vị chanh
xả)
- Brand extension: extend current brand to new or modified products (ex: Xmen produce
sunscreen brand for male)
- Multi-brands: many brands in a product category (Marico cho ra brand Yoyo cho ngành
hàng chăm sóc cho nam, Unilever – ice cream category – wall, cornetto, paddle pop,
magnum)
- New brand: create new brand khi vào ngành hàng hàng mới (ex: Marico cho ra đời
brand Xclothing bán quần áo nam)