?2000 Prentice Hall
Objectives
? Product Characteristics
? Building & Managing the Product Mix & Product Lines
? Brand Decisions
? Packaging & Labeling
?2000 Prentice Hall
Specialty Products Unsought Products
Shopping Products
Buy less frequently
> Gather product information
> Fewer purchase locations
> Compare for,
? Suitability & Quality
? Price & Style
Convenience Products
Special purchase efforts
> Unique characteristics
> Brand identification
> Few purchase locations
New innovations
> Products consumers don’t
want to think about,
>Require much advertising &
personal selling
Buy frequently & immediately
> Low priced
> Many purchase locations
> Includes,
? Staple goods
? Impulse goods
? Emergency goods
Consumer-Goods Classification
?2000 Prentice Hall
Product Mix
Width - number of
different product lines
Length - total number
of items
within the lines
Depth - number of
versions of each
product
Product Mix -
all the product
lines offered
?2000 Prentice Hall
Product-Line Length
? Line Stretching
? Downmarket
? Upmarket
? Two-way
? Line Filling
? Line Modernization
? Line Featuring & Line Pruning
?2000 Prentice Hall
What is a Brand?
Attributes Benefits Values
Culture
User
Personality
?2000 Prentice Hall
Brand Equity
No Brand Loyalty
(customer will change)
Satisfied Customer
(no reason to change)
Satisfied & Switching Cost
Values the Brand
(brand as friend)
Devoted
to Brand
?2000 Prentice Hall
Brand Strategies
Brand
Extension
New
Br
an
d N
am
e
Product Category
Line
Extension
Existing
Existing
Multibrands New New Brands
?2000 Prentice Hall
Good Brand Names,
Suggest
Product
Benefits
Distinctive
Lack Poor
Foreign
Language
Meanings
Suggest
Product
Qualities
Easy to,
Pronounce
Recognize
Remember
?2000 Prentice Hall
Why Package Crucial as a
Marketing Tool
? Self-service
? Consumer affluence
? Company & brand image
? Opportunity for innovation
?2000 Prentice Hall
Labels
Identify
Describe
Promote