Product Services and

Brand
Creating Customer Value
Product
- Anything that can be offered to a market for
attention, acquisition , use or consumption
that might satisfy a want or a need.

Service
an activity, benefit or satisfaction offered for
sale that is essentially intangible and does not
result in ownership of anything
Three Level of Products
Product and Service
Classification
Consumer product- a product bought
by final consumer for personal consumption
Convenience Product that customers usually by
frequently immediately and with minimal
comparison and buying effort
Shopping Product- a consumer
product that the customer in the process of
selecting and purchasing usually compares on
such attitude as sustainability, quality and price
Specialty product
- a consumer product with
unique characteristic or
brand identification for
which significant group of
buyers is going to make
special purchasing effort
Types of Consumer Product
Unsought Product- a
consumer product that consumer either does
not know about or knows about but does not
normally consider buying

Industrial Product- A
product bought by individuals and organize for
further processing or for use in conducting
business
Social Marketing-
the used of social marketing
concepts and tools
program designed to
influenced individuals
behavior to improve their
well being and that of
society
Individual Product Decision

Product
branding packaging customer
packagi
attributes labeling ng
support Service
Product quality the
characteristic of product or
service that bear on its
ability to satisfy stated
implied customer need
*product features
*product design and style
Brand- name , term, sign ,symbol, design
or a combination of these that identifies the
products or services of one seller or group of
selllers and differentiates them from those of
competitor

Packaging- the activities of designing

and producing the container or wrapper of a
product
Product Line- are group of
products that are closely related because they
function in a similar manner are sold to the
same customer groups are marketed through
the same type of outlet or fall within given
price range

Product mix- the set of all product

lines and items that a particular seller for sale
Four Service characteristic
Service profit chain- the chain
that link service firm profits with employee
and service satisfaction
Internal Marketing- orienting
and motivating customer contact employees
and supporting service people to work as a
team to provide customer satisfaction
Interactive marketing-training
employee on the fine art of interacting with
customer to satisfy their needs
Three types of Service
Marketing
Brand Development Strategies
Brand equity-
The differential effect
that knowing the
brand name has on
customer response to
product or its
marketing
Building Strong Brand
Store brand
A brand created and owned by a reseller of a
product services

Co -branding- the practice of

using the established brand names of two
different companies on the same product
 Brand
Line extensions, brand extension Developme
nt
Multibrands
New brands
Brand
Name
Section
Selection ,protection Brand
Manufacturers brand, private brand, co- sponsorshi
p
branding(brand sponsorship)
Brand
Attributes , benefits positioning
Beliefs and values
Major brand Strategy Decisions
Line extensions-
extending an existing brand name to new
forms colors sizes ingredients or flavors of an
existing product category

Brand extensions
Extending an existing brand name to new
product categories
RAFAEL E.MONTERO
1 BSA

MARKETING