Products, Services, and Brands:

Building Customer Value

Session 7
 What is a Product
• Product is anything that can be offered to a market for attention,
acquisition, use, or consumption that might satisfy a want or
need.
 Services
• Services are a form of product that consists of activities,
benefits, or satisfaction offered for sale that are essentially
intangible and do not result in the ownership of anything.
Product, Service, Experience
Level of Products
Product & Service Classification
 Types of Consumer Product
• Consumer Product
• Convenience Product
• Shopping Product
• Specialty Product
• Unsought Products
 Industrial Product Types
• Materials & Parts – Raw materials and manufactured materials & Parts
• Capital Items: Industrial Products that aid in the buyer’s production or
operations
• Supplies & Services: Operating supplies and repair and maintenance
items.
 Social Marketing
The use of commercial marketing concepts and tools in program
designed to influence individual’s behavior to improve their well
being and that of the society.
Product & Service Decisions
 Product & Service Attributes
• Developing a product or service involves defining the benefits
that it will offer:
• Product Quality
• Product Features
• Product Style & Design

• Total Quality Management

- Is an approach in which all the company’s people are involved in
constant improving the quality of products, services & business.
 Branding
• A name, term, sign, design or a combination of these, that
identifies the product or service of one seller or group of sellers
and differentiates them from those of competitors.
 Packaging
• The activities of designing & producing the container or wrapper
for the product.
 Labelling
• The label identify the product or brand.
 Product Support & Services
• Product Line Decisions:
- A group of product that are closely related because they function in a
similar manner, are sold to the same consumer groups, are marketing
through the same types of outlets, or fall within given price range.

• Product Mix Decision

- The set of product lines and items that particular seller offers for sale.

- Product Line Filling & Product Line Stretching

 Service Marketing
- Is a sub field of marketing, which can be split into the two main areas of
good marketing (which includes the marketing of FMCG and durables) and
service marketing. Service marketing typically refers to both business to
consumer (B2C) and business to business (B2B) services.
 Nature & Characteristics of a Service

• Company must consider four special characteristics when

designing marketing programs intangibility, inseparability,
variability and perishability.
Nature & Characteristics of a Service
 Building Strong Brands

1. Brand Positioning
2. Brand Name Selection
3. Brand Sponsorship
4. Brand Development
 Brand Positioning

• What are the ATTRIBUTES of the product

• What are the BENEFITS of the product
• How about VALUES & BELIEFS.
 Brand Name Selection

• It should suggest something about the product’s benefit and

qualities
• Easy to pronounce, recognize and remember
• Brand name should be distinctive
• Expendable
 Brand Sponsorship

• Store brands Vs National brands

• Licensing
• Co-branding - Taco Bell and Doritos teamed up to create the
Doritos Locos Taco
 Brand Development
• Line Extensions
• Brand Extensions
• Multi-brands
• New Brands
Thank You