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What Is a Product?
Product and Services Decisions
Branding Strategy: Building Strong Brands
Services Marketing
Products, Services, and Brands: Building Customer Value Topic Outline
What Is a Product? Products, Services, and Experiences Product is anything that can be offered in a market for attention, acquisition, use, or consumption that might satisfy a need or want Товар – все, что может удовлетворит нужду или потребность и предлагается рынку с целью привлечения внимания, приобретения, использования или потребления. Это могут быть физические объекты, услуги, места, идеи… (Услуга – объекты продажи в виде действий, выгод или удовлетворений (стрижка, ремонтные работы)) Experiences represent what buying the product or service will do for the customer Уровни продукта
Три уровня продукта
What Is a Product? Product and Service Classifications
Consumer products классификация
товаров широкого потребления
Staples (товары постоянного спроса) – are goods, that consumers buy on the regular basis (ketchup, tooth paste or bread). Impulse goods (товары импульсной покупки) – are purchased with a little planning or search effort (chocolate, magazines). Emergency goods (товары для экстренных случаев) – are purchased when a need is urgent (boots during the year’s first snowstorm)..
Industrial products Products bought for further processing or the purposes of resale.
Product and Service Decisions Individual Product and Service Decisions Product decisions are focused around the development and marketing of
Product and Service Decisions
Product attributes are the benefits of the product or service
Product quality includes level and consistency
Product features are assessed based on the value to the customer versus the cost to the company
Style describes the appearance of the product Design contributes to a product’s usefulness as well as to its looks Brand a collection of physical and emotional characteristics associated with a particular identified product or service (a name, term, sign, symbol or design, or a combination of these) , that differentiates that product or service from the rest of the marketplace. Brand equity is the differential effect that the brand name has on customer response to the product and its marketing Product and Service Decisions Individual Product and Service Decisions Packaging involves designing and producing the container or wrapper for a product Labels identify the product or brand, describe attributes, and provide promotion Individual Product and Service Decisions Отличительное уникальное функциональное преимущество пива Tuborg Green – пробка с кольцом. Японская пробка стала исключительной функциональной инновацией в сфере пивной упаковки.
Апрель 2006 г. «Ответ» на иннова-ции конку-рентов
Product support services augment actual products
Product Line Decisions Product line is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges Product line length is the number of items in the product line Line stretching (наращивание) Downward stretch Company initially located at the top end of the market and then ‘stretches’ downwards to pre-empt a competitor or respond to an attack. Launch of C-Class by Mercedes-Benz. Upward stretch Companies stretching upwards to add prestige to their existing range of products. Toyota with the Lexus. Can be risky due to customer perception and inability of sales people to trade up and negotiate to the new level. Two-way stretch Extending product lines upwards and downwards to address different segments of the market. Line filling (насыщение) Product-line stretching decisions
Product Mix Decisions Product mix consists of all the products and items that a particular seller offers for sale
Branding Strategy: Building Strong Brands Brand represents the consumer’s perceptions and feelings about a product and its performance. It is the company’s promise to deliver a specific set of features, benefits, services, and experiences consistently to the buyers
Brand имеет 4 основных значения:
Brand Identity – Личность брэнда Личность брэнда – это совокупность характеристик брэнда, делающих данный брэнд узнаваемым (имя брэнда, используемая цветовая гамма, линии…) is a composite of those features of a brand, that make it recognizable (brand name, colors, shapes etc, that are recognized through sight) Ключевые характеристики
личности брэнда: 1.Элементы дизайна –
включают в себя логотип, Design elements – include logo, graphic features, typeface, symbols and colors, that stimulate the recognition and remembrance of a brand «Золотая арка» McDonald’s
Branding Strategy: Building Strong Brands Brand Name Selection Desirable qualities
Brand Sponsorship Manufacturer’s brand (national brand) - Brand created and owned by the producer of the product or service. Private brand (middleman, distributor or store brand) – A brand created and owned by a reseller of a product or service (Ашан, Магнит, O’key). Licensed brand - A product or service using a brand name offered by the brand owner to the licensee for an agreed fee or royalty. Co-brand - The practice of using the established brand names of two different companies on the same product. Co-branding Co-branding occurs when two established brand names of different companies are used on the same product or service. It offers many advantages:
It also has limitations:
Brand Development Strategies
Brand development strategies 1. Multi-brands - Firm develops two or more brands in the same product category. Establishes different features and appeals to different market segments and buying motives.
Multi-branding Multi-branding – different brand names owned by one company are used in the same product category Procter & Gamble 11 brands in North America 16 in Latin America 12 in Asia 17 in Europe Product category «Престижные ароматы»
Product category “Women care”
Product category “Baby care”
Brand strategy 2. New brand Some companies create a new brand for a new product if their existing brands do not fit or seem appropriate Toyota - Lexus 1. Individual product decisions (cont) Branding strategies: 3. Line extension
Brand decisions 4. Brand Extension
In normal circumstances brand extension requires some sort of fit with the existing brand. But it is not necessary….. individual product decisions (cont) Virgin Group: Mobile telephony Music Retailing Transpor-tation Travel Leisure Financial services Publishing The advantages of line and brand extension
Individual product decisions (cont) One problem with line or brand extension – a new product may damage the brand’s image Services Marketing Types of Service Industries
Services Marketing Nature and Characteristics of a Service
Which of the following is not a special characteristic of service?
Services Marketing Marketing Strategies for Service Firms In addition to traditional marketing strategies, service firms often require additional strategies
Marketing Strategies for Service Firms Service-profit chain links service firm profits with employee and customer satisfaction
Internal marketing means that the service firm must orient and motivate its customer contact employees and supporting service people to work as a team to provide customer satisfaction Internal marketing must precede external marketing Interactive marketing means that service quality depends heavily on the quality of the buyer-seller interaction during the service encounter
Managing service quality provides a competitive advantage by delivering consistently higher quality than its competitors Service quality always varies depending on interactions between employees and customers Marketing Strategies for Service Firms Managing service productivity refers to the cost side of marketing strategies for service firms
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