1. MGT301 Principles of Marketing Lecture-20

2. Summary of Lecture-19

3. Marketing Mix 4 Ps

5. Levels of Products

6. Brand Name Quality Level Packaging Design Features Delivery& Credit Installation Warranty After- Sale Service Core Benefit or Service Core Benefit or Service Actual Product Actual Product Core Product Core Product Augmented Product Augmented Product

7. Product Classifications

8. Today ’ s Topics Product

9. Brand Name Quality Level Packaging Design Features Delivery & Credit Installation Warranty After- Sale Service Core Benefit or Service Core Benefit or Service Actual Product Core Product Augmented Product

10. Individual Product Decisions

11. Product Attributes Branding Packaging Labeling Product Support Services

12. Developing a Product or Service Involves Defining the Benefits that it Will Offer Product Attributes

13. QualityQuality FeaturesFeatures DesignDesign

14. Product Attribute Decisions

15. Product Quality Product Features Product Style & Design Product Style & Design Ability of a Product to Perform Its Functions; Includes Level & Consistency Help to Differentiate the Product from Those of the Competition Process of Designing a Product’s Style & Function

16. ProductQualityProductQuality

17. Ability of a Product to Perform Its Functions; Includes Level & Consistency

18. ProductFeaturesProductFeatures

19. Help to Differentiate the Product from Those of the Competition

20. ProductDesignProductDesign

21. Process of Designing a Product ’ s Style & Design

22. Branding

23. 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 those competitors

24. What is a Brand? It ’ s who you are...and what you stand for.

26. Why? Because...A Strong Brand is the Heart and “ Sole/Soul ” of an Organization!

27. What Branding Is? A clear identity in the consumer's mind A clear identity in the consumer's mind Who you are: Product/service Who you are: Product/service What you stand for: Values/promise What you stand for: Values/promise A set of associations and feelings A set of associations and feelings

28. To Brand or Not to Brand?

29. Why Incur the Cost & Efforts to Brand? Why Incur the Cost & Efforts to Brand?

31. Brand Name Selection

32. Good Brand Names: –Suggest something about the product or its benefits –Are easy to say, recognize and remember –Are distinctive –Are extendable –Translate well into other languages –Can be registered and legally protected

33. Brand Sponsorship  Manufacturer brands  Private (store) brands  Licensed brands  Co-branding

34. Brand Development

35. Line Extension Multibrands Brand Extension New Brands Brand Name ExistingNew Product Category Existing New Four Brand Strategies

36. Branding Rejection Nonrecognition Recognition Preference Insistence Change Position Increase Awareness Continue Education Maintain Availability Develop High Brand Equity Focus:

37. Packaging Packaging  Activity of designing and producing the container or wrapper for a product.  Packaging used to just contain and protect the product.

38.  Activity of designing and producing the container or wrapper for a product.  Packaging used to just contain and protect the product.

39. Labeling

40. Printed information appearing on or with the package. Performs several functions: –Identifies product or brand –Describes several things about the product –Promotes the product through attractive graphics.

41. Companies should design its support services to profitably meet the needs of target customers and gain competitive advantage. Product - Support Services

42. How? Step 1. Survey customers to assess the value of current services and to obtain ideas for new services. Step 2. Assess costs of providing desired services. Step 3. Develop a package of services to delight customers and yield profits to the company.

43. Enough for today...

44. Summary Individual Product Decisions

45. Product Attributes Branding Packaging Labeling Product Support Services

46. QualityQuality FeaturesFeatures DesignDesign

47. Branding

48. Brand Development

49. Line Extension Multibrands Brand Extension New Brands Brand Name ExistingNew Product Category Existing New Four Brand Strategies

50. Packaging Packaging

51. Labeling

52. Companies should design its support services to profitably meet the needs of target customers and gain competitive advantage. Product - Support Services

53. Next …. Product (cont..)

54. MGT301 Principles of Marketing Lecture-20