Lecture on Managing Products and Brands www.AssignmentPoint.com

THE PRODUCT LIFE CYCLE

THE PRODUCT LIFE CYCLE Introduction Stage Growth Stage Maturity Stage Decline Stage Deletion Harvesting

Introductory stage product Honda Ad Introductory stage product

Product life cycle for the stand- alone fax machine for business use: 1970-2001

THE PRODUCT LIFE CYCLE Some Dimensions of the Product Life Cycle Length of the Product Life Cycle Shape of the Product Life Cycle

Alternative product life cycles

THE PRODUCT LIFE CYCLE Some Dimensions of the Product Life Cycle The Product Level: Class and Form

Video game console and software life cycles by product class and product form

Categories and profiles of product adopters

MANAGING THE PRODUCT LIFE CYCLE Role of a Product Manager Modifying the Product Modifying the Market Finding New Users Increasing Use Creating New Use Situation

MANAGING THE PRODUCT LIFE CYCLE Repositioning the Product Reacting to a Competitor’s Position Reaching a New Market Catching a Rising Trend Changing the Value Offered Trading up Trading down Downsizing

BRANDING AND BRAND MANAGMENT Brand name Trade name Trademark

BRANDING AND BRAND MANAGMENT Brand Personality and Brand Equity Creating Brand Equity

Customer-based brand equity pyramid

BRANDING AND BRAND MANAGMENT Brand Personality and Brand Equity Valuing Brand Equity Licensing Picking a Good Brand Name

BRANDING AND BRAND MANAGMENT Branding Strategies Manufacturer Branding Multiproduct branding

Alternative branding strategies

BRANDING AND BRAND MANAGMENT Manufacturer Branding Co-branding Multibranding Euro-branding Private Branding Mixed Branding Generic Branding

PACKAGING AND LABELING Creating Customer Value Through Packaging and Labeling Communication Benefits Functional Benefits Perceptual Benefits

PACKAGING AND LABELING Global Trends in Packaging Environmental Sensitivity Health and Safety Concerns

PRODUCT WARRANTY Express warranty Limited coverage Full coverage Implied coverage