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1、ManagingExistingProductsManagingExistingProductsChapter9Chapter9Product Concepts:Product Concepts:n nDefine the term productDefine the term productn nidentify ways in which products may be classifiedidentify ways in which products may be classifiedn nexplain brand related terminologyexplain brand re
2、lated terminologyProducts Can Be.Products Can Be.Marketers think about products in terms of Marketers think about products in terms of benefits deliveredbenefits deliveredBeyond the Basic ProductBeyond the Basic ProductPotential ProductAugmented ProductExpected ProductBasic(Generic)ProductClassifyin
3、g ProductsClassifying ProductsConvenience ProductShopping ProductSpecialty ProductUnsought ProductMARKETING STRATEGY FOR CONVENIENCE PRODUCTSMARKETING STRATEGY FOR CONVENIENCE PRODUCTSn nmake convenient-make convenient-n ndistribution keydistribution keyn none brand is easily substituted for similar
4、 brand so use advertisingone brand is easily substituted for similar brand so use advertisingMarketing Strategy for Shopping GoodsMarketing Strategy for Shopping Goodsn nSelective distributionSelective distributionn nCan be placed in back of storeCan be placed in back of storen nStress brand differe
5、nces in advertising and personal selling,packagingStress brand differences in advertising and personal selling,packagingMarketing Strategy for Specialty GoodsMarketing Strategy for Specialty Goodsn nAdvertising and sales personnel do not sway customerAdvertising and sales personnel do not sway custo
6、mern nLimit distribution of brandLimit distribution of brandn nAdvertising and price must support brand imageAdvertising and price must support brand imageMarketing Strategy for Unsought GoodsMarketing Strategy for Unsought Goodsn nUse aggressive personal sellingUse aggressive personal sellingn nUse
7、 very persuasive advertisingUse very persuasive advertisingn nPoint of purchase advertising importantPoint of purchase advertising importantn nMay have limited number of outletsMay have limited number of outletsClassification FigureClassification FigureWillingness to Expend Effort for PurchaseUnsoug
8、ht GoodsConvenience Products:Very little or minimum effortShopping Products:Considerable amount of effortSpecialty Products:Maximum amount of effortClassifying Organizational ProductsClassifying Organizational ProductsRaw MaterialsComponentsInstallationsAccessoryEquipmentSuppliesBusinessServicesWhat
9、 is a Brand?What is a Brand?Attributes:“Snapper lawn mower-the power of adependable turtle”Most enduring meaningsof brand:values,culture,personalityBranding and Its BenefitsBranding and Its Benefitsn nBrand:Brand:n nBenefits of BrandingBenefits of BrandingBrand EquityBrand Equityn nThe value of a br
10、and to an organizationThe value of a brand to an organizationn nClosely related to number of customers who are devoted to brandClosely related to number of customers who are devoted to brandBrand AssociationsOther Proprietary Brand AssetsBrand LoyaltyName AwarenessPerceived QualityBrand EquityBrand
11、EquityNo Brand Loyalty(customer will change)Satisfied Customer(no reason to change)Satisfied&Switching CostValues the Brand(brand as friend)Devoted to BrandProduct Line Vs.Product MixProduct Line Vs.Product Mixn nProduct LineProduct Line:n nProduct MixProduct Mix:Product Mix for Kraft General FoodsP
12、roduct Mix for Kraft General FoodsBreakfast FoodBaked GoodsBeverages Alpha-bitsCountry Kitchen SyrupFruit&FiberGrape-nutshoneycombLog Cabin SyrupPebbblesPost 40%Bran EntenmannsHostess SnacksKrema CandyOrowheaatCountry TimeCrystal LightKool-AidTangProduct MixProduct MixLine 1Line 2Line 3Width of Prod
13、uct MixDepth ofProductLine Summary PointsSummary Pointsn nTerm product refers to goods and servicesTerm product refers to goods and servicesn nConsumers buy products because they provide benefitsConsumers buy products because they provide benefitsn nConsumers buy products in different waysConsumers buy products in different waysn nBrand Names are an important issueBrand Names are an important issue