1. Chapter 8 Product Strategy
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Visual Model
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3. Developing a Marketing Strategy: The Marketing Mix
Consumer
or Business Customer
Marketing
Mix
Promotion
(Marketing
Communications)
(Distribution)
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Total Product Concept
A product is “a bundle of tangible and intangible ______________________in exchange for money and other considerations.”
Physical product
Brand name
Service guarantee
Brand image
Warranty, etc.
Package of
Benefits
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6. Product Items, Lines, and Mixes
Chapter 9 Product Concepts
____________________
Product Line
Product Mix/
Array
A specific version of a product that can be designated as a distinct offering among an organization’s products.
A group of _________________ product items.
All products that an ___________________.
Notes:
Rarely does a company sell a single product. Instead, it sells a variety of things that may be categorized into product lines and product mixes.
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The Product Mix
“The _____________of products offered for sale by a company.”
A unique product offered for sale; it has a “unique selling point” or “USP.”
Think SKU (Stock Keeping Unit)
A grouping of product items that have major attributes in common but they may differ in size, form or flavour.
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8. Product Line Width and Depth
The number of product lines in the mix.
Product Line
Depth
The _______________in the product line.
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9. Proctor & Gamble Product Lines

11. Campbell’s Product Lines and Mix
Chapter 9 Product Concepts
Campbell’s Product Lines and Mix
Notes:
All of Campbell’s products constitute its product mix. Each product in the product mix may require a separate marketing strategy.
In some cases, product lines and mixes share some marketing strategy components. Consider Nike’s theme, “Just Do It.”
An example of Campbell’s product lines and product mix is shown in Exhibit 9.1 (textbook page 133).
Discussion/Team Activity:
Identify a few companies with extensive product lines and product mixes. Pick one and create a matrix similar to Exhibit Evaluate the marketing strategies in use.
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12. Product Line Width and Depth
A sampling of Nestle’s depth in one product category.
The width of Nestle’s product lines embrace pet foods, baby foods, coffee, frozen meals , ice cream and frozen treats.
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13. Product Strategy A number of _________________processes which include:
Creating Product Offerings and managing every aspect of those offerings including the concept of “Brand”
Move customers through adoption
Manage it through the Product Life Cycle
Extend the_________________

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Consumer Goods – B2C
“Products and services ultimately purchased for _________________.” Consumer goods are classified into three categories:
Convenience Goods
Shopping Goods
Specialty Goods
Factors such as time spent on the purchase decision and the cost of the product determine a goods classification.
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Industrial Goods – B2B
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16. Branding Deliberately ________________________(change)
the perceived “personality” of a product or product line
to deliver to the customer a quality experience
and evoke a ________________
to the product or service.

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Components of a Brand
The components of a brand distinguish one company’s product from another company’s product. Those components include:
Brand Name – The part of a brand that can be vocalized.
Brandmark or Logo – The part of a brand identified by a symbol or design.
Trademark – The part of a brand __________________so that only the owner can use it.
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Co-Branding
Using the equity of one brand name to market another branded product. There are _____________________on the product.
Nestle ice cream uses brand names such as Rolo and Coffee Crisp (popular brands in another Nestle category).
Two restaurants such as Wendy’s and Tim Hortons share facilities.
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Private Label Brands
Brands produced according to specifications established by the ___________________
The Think Marketing box on p. 165 demonstrates the impact of private label brands.
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Packaging Strategies
The objective of a design is always to breakthrough the clutter—shelf clutter. Designers recommend several tips:
A brand should _______________
The colour should stand out in the _________________________.
The package should be a ______________________.
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Colour and Packaging
Coca-Cola’s signature never changes and the brand owns the colour “red.”
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Shape of the Package
Molson designed the Molson Canadian Cold Shot package to be relevant to young males.
The shape of the can borrowed equity from Red Bull in the energy drink market.
Molson introduced a smaller, slimmer can.
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Functions of a Package
______________________________________start and end with the package.
A good package:
Protects the product
Shipping and delivery
Markets the product
Information/education
Legal requirements
Provides convenience
Use and storage
Meets social concerns
_________________________
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Brand Loyalty
“The degree of ________________________to a particular brand, product, or service.”
Question: If you are a Coca-Cola drinker, how loyal are you to the brand. Would you switch to Pepsi-Cola? Same question for Pepsi drinkers.
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25. Stages of Brand Loyalty
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Product Management
Product management concerns three key areas:
The ____________________________structure for managing current products.
The ____________________for developing new products.
Dealing with changing ___________________________as products progress through their life cycles.
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27. Organization Systems for Managing Brands
Brand Management – A brand manager is assigned responsibility for the development and implementation of marketing programs for a specific product or group of products.
Example: Brand Manager for Doritos
Category Management – A category manager is assigned responsibility for developing and implementing marketing activity for a group of products or product lines.
Example: Category Manager for all Frito Lay salty snacks (Doritos, Tostito, Lay’s, etc.).
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28. Product Management Decisions
All aspects of the marketing mix are managed to maximize profit. Key product decisions embrace:
_________________________
Product Mix Expansion (_________________)
Brand Design and Packaging
Maintenance or Withdrawal (Product Life Cycle)
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29. Product Mix Expansion: Applied
Dove has expanded its line from soap to become a complete personal care product line.
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30. Product Design Change: Applied
Product design changes are a key element of Miele’s marketing strategy.
Design change has rejuvenated a mature product category.
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31. Branding Decisions: Applied
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32. Boston Consulting Group Product Portfolio Management Matrix