1. Lines, Brands, and Packaging
Chapter 13
Managing Product
Lines, Brands, and Packaging
Marketing Management
Tenth Edition
Philip Kotler

2. Objectives Product Characteristics
Building & Managing the Product Mix & Product Lines
Brand Decisions
Packaging & Labeling

3. Components of the Market Offering
Value-based prices
Services mix
and quality
Product features
Attractiveness of
the market offering

4. Five Product Levels Potential product Augmented product
Expected product
Basic product
Core benefit

5. Consumer-Goods Classification
Convenience Products
Shopping Products
Buy frequently & immediately
Low priced
Many purchase locations
Includes:
Staple goods
Impulse goods
Emergency goods
Buy less frequently
Gather product information
Fewer purchase locations
Compare for:
Suitability & Quality
Price & Style
Specialty Products
Unsought 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

6. Product Mix Consistency Width - number of different product lines
all the product
lines offered
Length - total number of items
within the lines
Depth - number of versions of each product

7. Product-Line Length Line Stretching Downmarket Upmarket Two-way
Line Filling
Line Modernization
Line Featuring & Line Pruning

8. Two-Way Product-Line Stretch: Marriott Hotels
Quality
Economy
Superior
Standard
Good
Fairfield Inn
(Vacationers)
Courtyard
(Salespeople)
Marriott
(Middle
managers)
Marquis
(Top
executives)
Price
High
Above
average
Average
Low

9. What is a Brand?
User
Culture
Personality
Attributes
Benefits
Values

10. Satisfied & Switching Cost (customer will change)
Brand Equity
Devoted
to Brand
Values the Brand
(brand as friend)
Satisfied & Switching Cost
Satisfied Customer
(no reason to change)
No Brand Loyalty
(customer will change)

11. An Overview of Branding Decisions
Repositioning
Decision
Reposi-
tioning No
reposi-
Brand-
Sponsor
Decision
Manu-
facturer
brand
Distribu-
tor
(private)
Licensed
Brand-
Name
Decision
Individual
brand
names
Blanket
family
name
Separate
Company-
individual
Brand-
Strategy
Decision
Line
extension
Brand
Multi-
brands
New
Cobrands
Branding
Decision
Brand
No brand

12. Brand Strategies Product Category Line Brand Extension Extension
Brand Name
Product Category
Line
Extension
Existing
Brand
Extension
New
New
Brands
Multibrands
New

13. Good Brand Names: Distinctive Lack Poor Foreign Language Meanings
Suggest
Product
Qualities
Suggest
Product
Benefits
Easy to:
Pronounce
Recognize
Remember

14. Why Package Crucial as a Marketing Tool
Self-service
Consumer affluence
Company & brand image
Opportunity for innovation

15. Labels
Promote
Describe
Identify

16. Review Product Characteristics
Building & Managing the Product Mix & Product Lines
Brand Decisions
Packaging & Labeling