1. Products, Services and Branding Strategy
Session-5

2. Products, Services, and Experiences
Market offerings may consist of a combination of goods and services
Experiences are used to differentiate offerings
Levels of Product and Services
Core benefit, Basic, Expected and augmented and Potential product
Product and Service Classifications
Consumer products and industrial products

3. Product Levels PRODUCT LEVELS 1. CORE PRODUCT 2. BASIC PRODUCT
3. EXPECTED PRODUCT
4. AUGMENTED PRODUCT
5. POTENTIAL PRODUCT

4. Example Product or service or brand Core Product Actual Product
Augmented Product
Ford Ikon
Freedom to travel
A motor car ?
Budget/No Frills Airline e.g. Jetlite, Go Air
An airline journey
Food bought during your flight
Nike
Association with the best in sports.
Nike online allows you to personalise your trainers

5. Example: Hotel Core Rest Sleep Basic Bed Bathroom Expected Hygiene
Service
Augmented
Beech Hotel, Brand, Star Hotel
Potential
Future Product

6. Product Classification
Consumer products:
Durability & Tangibility
Non Durable: eg. Soap, beer
Durable: TV, Refrigerator.
Services: Intangible, eg: Air Travel, Hotel, Telecom

7. Consumer-Goods Classification
Convenience
Shopping
Specialty
Unsought

8. Industrial Goods Classification
Materials and parts :
Raw Materials [ farm & natural] and Manufactured materials and parts [ component material and component parts
Capital items
Installation and Equipments
Supplies and services
Operating Supplies and Maintenance and repair items
Maintenance and repair service & business advisory service

9. Product Differentiation
Form- Shape Size
Features
Customization
Performance
Conformance
Durability
Reliability
Reparability

10. Product Line Analysis Product Mix Product Line Product Width
Consistency

11. Product Line Analysis
Two Aspects
Sales and Profit
Market Profile

12. Product Line Length
Profits can increase either if product line is shorten or added. It can be lengthens in two ways :
1. Line Stretching : Down market stretch, Up Market stretch, Two way stretch
2. Line Filling :by adding more items on product line

13. Product Line Modernization
Part Basis/Overall
Modernization is carried rapidly, eg micro-processor companies
Too early might damage sale of current line and too late competition might take advantage.
Vox Wagan Beatle

14. Establishing Image driver for the line[ Surya classic for Surya brand]
Featuring and Pruning
Line Featuring
Establishing Image driver for the line[ Surya classic for Surya brand]
Issue to promote weak items or safe guard strong ones
Pruning
Weak items
Production demands

15. Branding
Coke, Toyota, Surya: What comes to your mind? Attributes Benefits Values Culture Personality User Marketing is also converting simple products and Services into brands.

16. Brands with strong equity have many competitive advantages:
Why Branding
Brands with strong equity have many competitive advantages:
High consumer awareness will reduce marketing cost
Strong brand loyalty
Helps when introducing new products
Less susceptible to price competition
More Trade Leverage in bargaining with distributors and retailers [Bajaj Bikes in Nepal]

17. Brand Name Decision Product benefits Product Qualities
Easy to pronounce recognize and remember
Distinctive
Should not carry poor meanings in other countries and languages
Blanket Family Names

18. Brand Strategy Decision
Line Extension: Minor Changes to Existing Products Brand Extension: Successful brands help introduce new products Multibrands: Multiple brands into a product category New brands: New product brand Co brands

19. Labeling and Packaging
Identifies the product
Describes the product
Promotes the product
Legal requirement

20. Packaging A Marketing Tool. Garnishing the product.
Important Marketing Tool

21. Shei Shei