Product & Service Strategy & Brand Management

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    12-Apr-2017

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  • PRODUCT & SERVICE STRATEGY BRAND MANAGEMENT prepared by Selahattin CRTCAdana Science and Technology UniversityEntrepreneurship Postgraduate26-10-2016

  • TYPES OF CONSUMER AND BUSINESS PRODUCTSConsumer Products;

  • Business Products;

  • THE PRODUCT PORTFOLIOConsists of Product Lines and MixesProduct Line closely related product offeringsProduct Mix or Portfolio total group of products offered by the firmStrategic DecisionsVariety number of product lines offeredAssortment depth of each product line

  • PROCTER AND GAMBLES PORTFOLIO OF HOUSE AND HOME PRODUCTS

  • UNIQUE CHARACTERISTICTS OF SERVICESIntangibility

    Simultaneous Production and ConsumptionPerishabilityHeterogeneityClient-Based Relationships

  • LIFE CYCLE CONCEPTThere are FOUR main stages:IntroductionGrowthMaturity (Saturation)Decline

  • STAGES OF PRODUCT LIFE CYCLE

  • Introduction

    emphasis on stimulating trialGrowth

    repeat purchase and modificationMaturity

    standardization of operations and marketing mix more aggressive competition Decline

    modifiye or eliminate offering

  • POSITINING OFFERINGS & STRATEGIESBy attribute or benefitBy use or applicationBy product or service userBy product or service classAgainst competitorsBy price and quality dimensions

  • BRAND OFFERINGS AND EQUITYBRAND EQUITY (THE OVERALL VALUE OF A BRAND)

    provides a competitive advantage consumers are offer willing to pay a higher price for a product or service with brand equity

    BRANDING DECISIONS

    to assign a brand name to all offerings or to each line of offering to supply an intermediary with its own brand

  • BRAND GROWTH STRATEGIES

  • New Product a new product is developed with a series of new brand ideas and meanings to the consumer.Flanker Brand a new brand is introduced into a category where the organization already has established products.Line Extension a current brand name is introduced into a category where the organization already has established products.Franchise Extension a familiar brand is taken to a product category where it is unknown.

  • THANK YOU.

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