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Lecture on Managing Products and Brands

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Presentation on theme: "Lecture on Managing Products and Brands"— Presentation transcript:

1 Lecture on Managing Products and Brands

2 THE PRODUCT LIFE CYCLE

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

4 Introductory stage product
Honda Ad Introductory stage product

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

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

7 Alternative product life cycles

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

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

10 Categories and profiles of product adopters

11 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

12 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

13 BRANDING AND BRAND MANAGMENT
Brand name Trade name Trademark

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

15 Customer-based brand equity pyramid

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

17 BRANDING AND BRAND MANAGMENT
Branding Strategies Manufacturer Branding Multiproduct branding

18 Alternative branding strategies

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

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

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

22 PRODUCT WARRANTY Express warranty Limited coverage Full coverage
Implied coverage

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