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Kotler11exs-Setting Product and Brand Strategy
Kotler11exs-Setting Product and Brand Strategy
Slide 1 in
Objectives
Identify the various characteristics of
products.
Learn how companies build and manage
product lines and mixes.
Understand how companies make better
brand decisions.
Comprehend how packaging and labeling
can be used as marketing tools.
2003 Prentice Hall, Inc.
Slide 2 in
What is a Product?
Goods
Places
Services
Properties
Experiences
Organizations
Events
Information
Persons
Ideas
Slide 3 in
Slide 4 in
Slide 5 in
Nondurable
Tangible
Rapidly consumed
Example: Milk
Durable
Tangible
Lasts a long time
Example: Oven
Services
Intangible
Example: Tax preparation
Slide 6 in
Classified by
shopping habits:
Convenience
goods
Shopping goods
Specialty goods
Unsought goods
Slide 7 in
Farm products
Natural products
Component materials
Component parts
Durability and
tangibility
Capital items
Consumer goods
Industrial goods
2003 Prentice Hall, Inc.
Installations
Equipment
Slide 8 in
Slide 9 in
Product-Line Decisions
Product-Line Analysis
Product-Line Length
Product-Line Modernization,
Featuring, and Pruning
Slide 10 in
Brand Decisions
The AMA definition of a brand:
A name, term, sign, symbol, or
design, or a combination of these,
intended to identify the goods or
services of one seller or group of
sellers and to differentiate them
from the competition.
2003 Prentice Hall, Inc.
Slide 11 in
Brand Decisions
Brands can convey six levels of
meaning:
Attributes
Benefits
Values
Culture
Personality
User
2003 Prentice Hall, Inc.
Slide 12 in
Brand Decisions
Brand identity decisions include:
Name
Logo
Colors
Tagline
Symbol
Slide 13 in
Brand Decisions
Marketers should attempt to create or
facilitate awareness, acceptability,
preference, and loyalty among
consumers.
Valuable and powerful brands enjoy
high levels of brand loyalty.
Slide 14 in
Brand Decisions
Aaker identified five levels of
customer attitudes toward brands:
Will change brands, especially for price.
No brand loyalty.
Satisfied -- has no reason to change.
Satisfied -- switching would incur costs.
Values brand, sees it as a friend.
Devoted to the brand.
2003 Prentice Hall, Inc.
Slide 15 in
Brand Decisions
Brand equity refers to the positive
differential effect that a brand name
has on customers.
Brand equity:
is related to many factors.
allows for reduced marketing costs.
is a major contributor to customer equity.
2003 Prentice Hall, Inc.
Slide 16 in
Brand Decisions
Key Challenges
To brand or not
Brand sponsor
Brand name
Brand strategy
Brand repositioning
2003 Prentice Hall, Inc.
Advantages of
branding:
Facilitates order
processing
Trademark protection
Aids in segmentation
Enhances corporate
image
Branded goods are
desired by retailers
and distributors
Slide 17 in
Brand Decisions
Key Challenges
To brand or not
Brand sponsor
Brand name
Brand strategy
Brand repositioning
2003 Prentice Hall, Inc.
Options include:
Manufacturer
(national) brand
Distributor
(reseller, store,
house, private)
brand
Licensing the
brand name
Slide 18 in
Brand Decisions
Key Challenges
To brand or not
Brand sponsor
Brand name
Brand strategy
Brand repositioning
2003 Prentice Hall, Inc.
Slide 19 in
Brand Decisions
Key Challenges
To brand or not
Brand sponsor
Brand name
Brand strategy
Brand repositioning
2003 Prentice Hall, Inc.
Line extensions
Brand extensions
Multibrands
New brands
Co-branding
Slide 20 in
Brand Decisions
Key Challenges
To brand or not
Brand sponsor
Brand name
Brand strategy
Brand repositioning
2003 Prentice Hall, Inc.
Slide 21 in
Slide 22 in
tests
Visual
tests
Dealer tests
Consumer tests
2003 Prentice Hall, Inc.
Slide 23 in
Slide 24 in