Principles of

Group 5
Marketing

CHAPTER 5 PRODUCT STRATEGIES

Presented by: Casana, Crizzamaine Ocampo, Rainer Plaza, Kylie Salido, Ryza
 CHAPTER 5

LESSON 2:
SERVICE STRATEGIES
What is a Service strategy?
A service strategy is a crucial aspect of service management,
involving defining services, identifying target markets, and
developing a comprehensive strategy to deliver them effectively.

SERVICE STRATEGIES
 LESSON 2 SERVICE STRATEGIES

1. Personalization-Focuses on tailoring services

2. Self-service- Allows consumers to do things on
TYPES OF their own without requiring assistance.
3. 24/7 support- Provides 24/7 customer assistance.
SERVICE 4. Transparency- Values honesty and transparency
STRATEGY in all customer interactions.
5. Proactive support- Predicts and meets client
requirements before they emerge.
 LESSON 2

PROCESSES IN SERVICE STRATEGY :

Service portfolio Demand management Financial management Business Relationship Service level
management Management (BRM) management (SLM)

involves an Balancing supply and Financial management Business Relationship Service level
organization reviewing management (SLM) is an
demand in the service is crucial for Management (BRM) is a IT service management
and improving its industry is crucial for organizations, including strategic approach to
procedure that
services to align them businesses to meet service providers, to enhance a company's establishes, enhances,
with business goals and consumer demands effectively meet relationships with and monitors the
consumer demands, while minimizing costs consumer expectations partners, suppliers, and quality of service
ensuring they are associated with and meet their consumers, aiming to provided to clients by
organized, priced, and build beneficial
overproduction or objectives in the defining and
performed effectively. connections and
underproduction. service industry. implementing Service
support its goals. Level Agreements.
 LESSON 2 SERVICE STRATEGIES HRM

FOUR CORE
ELEMENTS:
Service Reliability (accurate & trustworthy)

Service Surprise (Deliver unexpected extra)

Service Recovery (Trust restoring)

Service Fairness (Fair playing)

 lESSON 2 SERVICE STRATEGIES

1. Customer Satisfaction
2. Competitive Advantage
3. Brand Reputation
4. Customer Retention
5. Employee Engagement
6. Risk Mitigation
7. Sustainability
BENEFITS
 LESSON 2

IMPORTANCE OF
SERVICE STRATEGIES
Managing new clients
Customer retention
Service Approach

Keeping loyal customers.

Aligning Service Strategy with
Organization's Vision

SERVICE STRATEGIES
 CHAPTER 5

LESSON 3:
B R A N D I N G
What is Branding?
Brand development is the strategic process of forming, shaping, and preserving a
company, product, or service's identity, perception, and reputation. It comprises
developing a unique identity and value proposition that distinguishes the brand from
competitors in the eyes of consumers.

BRANDING
 LESSON 3 BRANDING

HISTORICAL OVERVIEW OF BRANDING

• Originating as a means of ownership representation, branding traces back to
approximately 2000BC.
• Early forms of branding included cattle marking and artisanal product imprints.
• The term "branding" for product marketing gained traction in the 19th century, initially
for security purposes against theft.
 LESSON 3 BRANDING HRM

CREATING
A BRAND
Develop a mission statement to encapsulate the brand's purpose.
Define brand values, features, and advantages to differentiate from
competitors.
Design graphic materials and establish brand voice for consistency.
 LESSON 3 BRANDING HRM

TYPES OF
BRANDS

• Corporate Branding
• Personal Brands
• Product Brands
 lESSON 3 BRANDING

Creating a brand offers several advantages to a company or

individual. A corporation that communicates well may instill and
generate emotion in its consumers. Consumers form distinct
connections with these businesses

• Establishes emotional connections and loyalty with consumers.

• Builds trust and credibility, providing a competitive edge in
the market.
• Facilitates the launch of new products or services by
leveraging existing brand equity.
• Helps products or services stand out amidst competition in a
crowded marketplace.

BENEFITS
LESSON 3 BRANDING HRM

IMPORTANCE
• Differentiates products or services from
competitors, facilitating consumer decision-
making.
• Builds trust and credibility, leading to customer
loyalty and repeat business.
• Evokes emotional responses and enhances
perceived value, allowing for premium pricing.
• Consistent branding across touchpoints
strengthens brand identification and recall,
fostering brand loyalty over time.
LESSON 3
 CHAPTER 5

LESSON 4:
DEVELOPING THE BRAND
What is Developing the Brand?
Brand development is the strategic process of forming, shaping, and preserving a
company, product, or service's identity, perception, and reputation. It comprises
developing a unique identity and value proposition that distinguishes the brand from
competitors in the eyes of consumers.

DEVELOPING THE BRAND

 LESSON 4 lESSON 4: DEVELOPING THE BRAND HRM

TOOLS FOR
PROMOTING
YOUR BRAND
1. Website
2. Logo
3. Marketing Materials
4. Content Marketing Strategies
5. Brand Management
 LESSON 4 DEVELOPING THE BRAND

1. Brand goals
WHAT DOES BRAND 2. Brand purpose
DEVELOPMENT 3. Audience personas
4. Competitive review
HELP DEFINE? 5. Brand positioning
6. Brand differentiators
7. Brand character
 lESSON 4

IMPORTANCE OF
BRAND DEVELOPMENT
Developing the brand is important for companies that want
to stand out in the marketplace, cultivate enduring client
relationships, and experience long-term growth and
success.

Brand development is crucial for increasing brand

awareness and capturing the target group's attention by
creating a unique brand that stands out from competitors.

DEVELOPING THE BRAND

LESSON 4 lESSON 4: DEVELOPING THE BRAND HRM

IMPORTANCE
- Focusing on brand development can enhance
brand dimension, help customers relate to and
remember your brand, and also help your
company expand by:
1. Nurture customer loyalty
2. Confirm your credibility
3. Deliver your message
4. Motivate the buyer to make a purchase
5. Emotionally connect prospects with your
product
LESSON 4
 LESSON 4

WHY BRAND DEVELOPMENT IS IMPORTANT?

Profitable businesses always create, implement, and evaluate a thorough brand strategy so
they can make well-informed, strategic marketing decisions.

LAND IN THE SAVE VALUABLE TIME ALIGN YOUR TEAMS

APPROPRIATE MARKET
Brand development aids in
targeting a broad market and
vague target audience, ensuring
that the marketing strategy is
effective and relevant to the
target audience.
AND BUDGET
Brand development brings
Investing in brand clarity and consistency to your
development allows for overarching brand goals and
strategic resource allocation strategy so that all your teams
towards the appropriate from sales to marketing to
messaging, marketing, and product are on the same page.
value propositions.
 lESSON 4 lESSON 4: DEVELOPING THE BRAND

- The foundation of an outstanding brand is a company's ability

to communicate itself consistently and identically, providing
meaning in addition to goods and services. A company's
success can be attributed, in large part, to its strong brand,
which is the outcome of a successful brand strategy.

1. Increases Brand Recognition

2. Improves Customer Loyalty to Your Brand
3. Positive Word of Mouth Marketing
4. Higher Advertising Effectiveness on Customers
5. Lower Price Sensitivity
6. More Applicants That Want to Work for Your Brand

BENEFITS 7. Engaged Employees Who Are Proud to Work at Your Company

CHAPTER 5: PRODUCT STRATEGIES
Lesson 6: Building
Product Portfolios

Kylie B. Plaza
 DISCUSSIONS

01 02 03
PRODUCT PORTFOLIO PRODUCT PORTFOLIO PRODUCT PORTFOLIO
MANAGEMENT ANALYSIS
PRODUCT PORTFOLIO
 PRODUCT PORTFOLIO

What is a product portfolio anyway? Well, consider it a company's

product portfolio, like its menu; it includes all of the products,
services, and brands the business provides.
WHAT’S THE
IMPORTANCE?
Product portfolios assist businesses in tracking market
trends, detecting gaps, and identifying growth
possibilities. It is also helpful in meeting customer needs
and preferences, reaching a wide range of market
segments, and assuring satisfaction.
BUILDING AN EFFECTIVE
PRODUCT PORTFOLIOS
PRODUCT MANAGER
Firstly, who and what does a Product Managers do?

I. A product manager is the person identifies

consumer demand and business goals for a product or
feature, defines accomplishment, and organizes a
team to achieve these goals.

II. Product managers are responsible for

crowdsourcing, consumer-value concept, idea
management framework, and product strategy.
A.) PRODUCT PORTFOLIO
MANAGEMENT (PPM)

Portfolio management include making strategic decisions about markets,

goods, and technology, distributing cash efficiently, and choosing suitable
development techniques. It seeks to optimize return of Investment by
lowering risk and maintaining diversity. It also includes asset management,
market share expansion, and revenue growth.
A.) PRODUCT PORTFOLIO
MANAGEMENT (PPM)

I. Product Portfolio Management differs between Mature and Young Businesses

Mature businesses have a bigger product portfolio due to their long-term

growth, but new companies have smaller portfolios, placing them at risk
from product performance and operational instability. They concentrate
on expanding portfolios.
A.) PRODUCT PORTFOLIO
MANAGEMENT (PPM)

II. Objectives of Product Portfolio Management (PPM)

Portfolio management include setting product objectives, allocating
growth resources, and forecasting sales and profitability. It assists
product managers in meeting a variety of objectives, distinguishing
between long-term success and short-term failure.
A.) PRODUCT PORTFOLIO
MANAGEMENT (PPM)
II. Objectives of Product Portfolio Management (PPM)

1 2 3

Monitoring and Product Cash

managing risk
Lowering and removing risk
exposures is an essential
component of product portfolio
management
Innovation
By Identifying customer preferences,
enabling the introduction of
innovative product ideas that cater
to the target market's needs and
preferences.
Flow
assists businesses in overcoming
cash flow challenges by allocating
funds to income-generating
products, enabling effective financial
management and cash flow growth.
A.) PRODUCT PORTFOLIO
MANAGEMENT (PPM)
II. Objectives of Product Portfolio Management (PPM)

4 5 6

Optimizing the Return Accordance with Balancing the

of Investment (ROI)
It involves directing funds towards
products with high growth and
profitability potential, while
minimizing investment in failing or
low-opportunity products.
Business Strategy
Aligning with the business's
objectives, target the appropriate
market segments, and support
critical business operations.
Portfolio
The balance between minimizing
dependence on a specific product or
market and leveraging opportunities
across various sectors reduces risk.
A.) PRODUCT PORTFOLIO
MANAGEMENT (PPM)
II. Objectives of Product Portfolio Management (PPM)

7 8 9

Identification of potential Ensuring portfolio

Optimizing resource
allocation
The process is designed to maximize
the potential value and impact of
each product while ensuring
efficient use of budget and time.
product opportunities sustainability and
requires thorough market research, scalability
understanding consumer needs,
aims for long-term profitability and
staying updated on industry
value by creating goods that can
developments, and monitoring the
withstand market fluctuations,
competitive environment.
aligning with company goals and
driving sustainable development.
 B.) PRODUCT
PORTFOLIO ANALYSIS

Product portfolio analysis assesses a company's goods for performance,

potential for growth, and market share, assisting to understand how these
products impact to cash flow. It classifies items based on market share
and growth rate, enabling businesses to make informed decisions for
maximum profits.
 I. Matrices for Product Portfolio Analysis

1.The BCG Growth Share Matrix or Boston Consulting Group Matrix

BCG is a popular method for evaluating products, enabling businesses to optimize resource
utilization and financial viability through growth rate and market share criteria.

4 Categories of Products
1. Stars (High Market Share /
High Market Growth)
2. Cash cows (High Market
Share / Low Market
Growth)
3. Question marks (Problem
Child): Low Market Share /
High Market Growth)
4. Pets (Market Share / Low
Market Growth)
I. Matrices for Product Portfolio Analysis

2. The GE–McKinsey Nine-Box Matrix

is a strategic framework for reviewing your company's products, services, and
important business areas.
 I. Matrices for Product Portfolio Analysis

3. Product Life Cycle

The product life cycle is not a visible matrix or graph, but rather a conceptual model. Deciding where a
product fits within your product portfolio.

Introduction stage
Growth stage
Maturity stage
Decline stage
 4. SWOT ANALYSIS
Assessing the environment of a product or company, as
recognizing important issues, and assisting marketing to
determine positive or negative internal and external factors.
 GROUP 5
ACTIVITY
The link will send to the chat box, kindly join in our quiz.

GOODLUCK!
 CASE STUDY

REBRANDING MAYBELLINE: A
STRATEGIC APPROACH TO
SKINCARE BRANDING
I. CASE SCENARIO

Maybelline, a famous cosmetic brand, is facing the problem

of branding its skincare products, overshadowed by the
popularity of its makeup line. The skincare range has not
attracted enough attention in spite of being widely available
because the company’s branding strategy puts more focus on
makeup than on anything else. To solve this issue, Maybelline
should launch a targeted branding operation. With dedicated
advertising campaigns about the beneficial and unique
characteristics of their skin care products, Maybelline can
increase consumer awareness. How should Maybelline rebrand
its skincare product to avoid having its cosmetics line overpower
it?
I. STATEMENT OF THE PROBLEM
The goal of this study is to address the branding challenges faced by Maybelline, a well-
known cosmetic brand. Despite offering skincare products alongside its popular makeup
line, Maybelline's skincare range lacks the attention it deserves. This is primarily due to
the brand's marketing strategy, which heavily emphasizes makeup over skincare. The
study aims to answer the following questions:
Major Questions
1. What factors must Maybelline consider when implementing new branding strategies?
2. What changes can Maybelline make in its branding to give equal attention to skincare?
3. How might Maybelline improve the branding of its skincare range to stand out?

Minor Questions:
1. How does Maybelline's current branding strategy impact the visibility of its skincare
products?
2. How can Maybelline ensure equitable branding representation of skincare products
alongside makeup in stores and online?
II. STATEMENT OBJECTIVES

The objectives of the study are divided into two (2) categories
Musts:
1. Craft a unique branding approach for skincare to stand out from cosmetics.
2. Boost awareness of the skincare line with targeted branding efforts.
3. Keep all marketing materials aligned, emphasizing skincare benefits consistently.
Wants:
1. Gain endorsements from skincare experts or influencers for added trust.
2. Employ creative packaging designs to make skincare products more eye-catching.
3. Utilize digital platforms to offer engaging skincare tutorials and educational content.
III. AREAS OF CONSIDERATION

Brand Identity
· Establishing a distinct identity for skincare products separates them from the
dominant makeup line.
Consumer Perception
· Shifting consumer perceptions to recognize the value and benefits of
Maybelline's skincare range.
Competitive Positioning
· Strategizing to position Maybelline's skincare products competitively within the
cosmetics industry landscape.
IV. ALTERNATIVE COURSE OF ACTION
Implementing a Comprehensive Branding Overhaul

Advantage:
Maybelline can use a substantial rebranding to recreate the identification of its skincare
products. By creating a separate brand image, Maybelline would be able to differentiate
between their skincare line and makeup products. This will allow it to reach out to a wider
market segment that consists of people who are looking for specific solutions in skin care.

Disadvantage:
However, there are several challenges associated with this kind of re-branding. It takes time and
resources as well as meticulous planning so as to make the move successful. Besides, one may
fear alienating current customers who are accustomed to the prevailing Maybelline branding
style. Further still, if customers do not respond to the change of brand name as expected then it
may lead to loss of sales and decline in customer loyalty.
IV. ALTERNATIVE COURSE OF ACTION
Introducing Sub-Branding for Skincare

Advantage:
Maybelline would be able to keep their overall brand identity while creating a specific one for
their skincare products if they established sub-branding for these offerings. The organization
could therefore employ the already existing brand equity while facing up to skincare clients’
special requirements and inclinations. A separate sub-brand allows Maybelline to attract other
customers who had not considered its skin care products.
Disadvantage:
However, the introduction of sub-branding may dilute Maybelline’s brand coherence and
confuse consumers if not executed effectively. This needs to be carefully handled so that both
the main and sub-brands maintain consistent messaging and image. Also, there is a danger that
the success of the skincare sub-brand may come at the expense of the makeup line hence
affecting total revenue or market share.
IV. ALTERNATIVE COURSE OF ACTION
Leveraging Influencer Partnerships for Branding
Advantage:
Partnering with skincare experts or influencers offers Maybelline an opportunity to boost its
brand credibility as well as reach more people in order to increase sales. The company can also
use these individuals’ influence and authority to articulate what makes its skin care products
different from others. As such, it helps in increasing consumer trust since most people tend to
go for brands that they know well compared to unfamiliar ones; this leads to higher penetration
levels depending on consumers’ behavior.

Disadvantage:
However, influencer partnerships come with risks, including potential conflicts of interest and
authenticity concerns. Maybelline must carefully vet influencers to ensure alignment with the
brand values and messaging. Moreover, relying too heavily on influencer marketing may result
in dependency, making the brand vulnerable to shifts in influencer popularity or changes in
consumer preferences. Additionally, influencer partnerships can be costly, requiring a significant
investment of resources without guaranteed returns.
V. RECOMMENDATION
Based on the findings of the study, I recommend that Maybelline adopt a hybrid approach
to address the branding challenges faced by its skincare products. This approach combines
elements of both sub-branding for skincare and leveraging influencer partnerships for branding.
This allows Maybelline to introduce sub-branding for skincare to preserve the overall brand
identity while creating a distinct image for its skincare line. Besides leveraging the company’s
existing brand equity, this ensures that specific requirements of skin care consumers are met.
Furthermore, Maybelline can improve brand credibility by engaging actively in relationships with
experts or influencers in cosmetics. In this regard, influencers have a crucial role to play in
convincing consumers why they should use Maybelline’s skin care products, hence impacting
their trust and buying choices. By adopting this hybrid approach, Maybelline gains an advantage
while reducing the risks that would arise. Maybelline benefits from both while reducing potential
disadvantages that may arise. It also allows us to differentiate our skin care products effectively
as well as improve our recognition and dependability among users. As such, accepting this idea
will lead to the successful rebranding of Maybelline’s skin care products, thereby preventing
them from being overshadowed by the cosmetics line.
VI. Plan of Action
1. Develop skincare sub-brands that retain overall brand identity but that create distinct images
for each of the skincare lines.
2. Partner with skincare influencers to enhance credibility and increase the reach of the market
efficiently.
3. Improve the visibility and attractiveness of skincare products in stores through creative
packaging designs.
4. Use digital advertising campaigns emphasizing skincare benefits to raise customer
awareness and engagement levels.
5. Conduct consumer surveys on a regular basis so as to ensure branding strategies resonate
with the target audience.
VII. Potential Problem

1. Sub-branding may cause customer misunderstanding between the primary brand and the
sub-brands.
2. It may be difficult to locate important skincare influencers who share Maybelline's brand
values and messaging.
3. Creative package designs may increase production costs and need changes to current
manufacturing techniques.
4. Due to the oversaturation of internet advertising, digital marketing strategies may struggle to
properly reach their target demographic.
5. Gathering accurate and representative customer feedback through surveys can be difficult,
compromising the value of the data obtained.
VIII. Contingent Plan of Action

1. Develop sub-brands for skincare, retaining brand identity while increasing product
recognition and presence.
2. Seek partnerships with influencers from the skin care sector to improve the trustworthiness
of your business among customers.
3. Come up with innovative packages that will promote the visibility and attractiveness of your
retail shelves for skincare products.
4. Use digital marketing campaigns that show why people should use their skincare range if
they want to get closer to their target audience, thus raising awareness about skincare
benefits.
5. Conduct customer opinion polls to make sure that your branding approaches are consistent
with customer preference and perception.
IX. Generalization

Maybelline has a problem positioning its skincare brand since it already has a dominant
makeup line in the competitive cosmetics industry. Therefore, it is necessary to have an approach
that employs hybrid branding through the utilization of sub-branding and influencer partnerships. It
can therefore be seen that sub-brands can be useful in maintaining the general brand while
concentrating on skin care, whereas influencer interactions improve trustworthiness. However
addressing issues like confusion among consumers, compatibility with influencers, cost of packing,
digital marketing flooding, and accuracy of research is essential. By doing so, Maybelline could
successfully reposition its skincare range in the market for cosmetics to ensure it stands out and
engages customers.
THANK YOU
Presentation are communication tools that can be used as demontrations,
lectures, reports, and more. it is mostly presented before an audience.