karkMnt;yuT§saRsþplit

pl nig nig

lpøaksBaØa((Setting the Product and Branding StrategySetting the Product and Branding Strategy))

Chapter 9

What is

a Product?

plitplKWCaGVIEdlGacpþl;eTATIpSar sMrab;karykcitþTukdak;/ TajykeRbI nigGacbMeBjtMrUvkar. (A PRODUCTPRODUCT is

anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need).

GVICaesva (What is a

Service)? esva

KWCaTMrg;plitplEdlrYmmanskmµPaB/GtßRbeyaCn¾ rWkarbMeBj citþ RtÚv)anpþl;sMrab;lk; EdlCaPaBGrUbiycaM)ac; nigmin)anpþl; lT§pl CakmµsiT§iGVITaMgGs; (A SERVICESERVICE is a form

of product that consist of activities, benefits, or satisfactions offered for sale that are essentially intangible and

do not result in the ownership of anything).

GVICaplitpl(What is a (What is a

product)product) ?

The Product

A product is anything that can be offered to a market to satisfy a want or need.

lkçN³énesva (Nature & Characteristic of a Service)

GrUbiy (Intangibility)GrUbiy (Intangibility)

minGacpþac;)an (Inseparability) minGacpþac;)an (Inseparability)

ERbRbYl (Variability)ERbRbYl (Variability)

gayxUc (Perishability)gayxUc (Perishability)

minGacemIleXIj/Pøk;rs;Cati)an/dwgeday GarmµN¾)an/sþab;)an/hitkøindwgmuneBlTijva .

minGacpþac;)anBIGñkpþl;va

KuNPaBGaRs½yelIGñkpþl;vaCaGñkNa/ eBlNa/TINa ehIyya:gdUcemþc?

minGacsþúksMrab;lk; rWeRbIeBleRkay

yuTsaRsþ Marketing sMrab;Rkumhu‘nesva• RKb;RKgPaBRbesIredayELkrbs;esva (Managing Service Differentiation)

– begáItPaBRbesIredayELkEdlRtUvpþl;/pþl; nigFmµarmµN_ (Develop differentiated offer, delivery and image)

• RKb;RKgKuNPaBesva (Managing Service Quality)

– pþl;siT§idl;buKÁlikCYrmux (Empower front-line employees)

– rMéBGtifiCnCanic© (Become “Customer obsessed”),

– begáItKuNPaBesvax<s;bMput (Develop high service quality standards),

– emIlkarsMEdgesvaeGaykan;Etekok (Watch service performance closely)

• RKb;RKgplitPaBesva (Managing Service Productivity)

– hVwkhat;nieyaCikcas; rWfµIeGayl¥ (Train current or new employees better)

– emIlCaRbcaMTaMgKuNPaB nigbrimaN (Work on quality as well as quantity)

– eRbIR)as;bec©kviTüa (Utilize technology)

The Product and the Product MixFigure 8.1: Components of the Market Offering

namsBaØa(BrandName)kMritKuNPaB

(Quality Level)

sMbkevcx © b;(Packaging) Rcna (Design)

lkçN³Biess(Features)

pþl; nigCMBak(Delivery& Credit)

;

tMelIg (Installation)

Fana (Warranty)

esvaeRkayeBllk;(After-Sale

Service)GtßRbeyaCn¾sMxan;GtßRbeyaCn¾sMxan;

EpñkBiténplitpl(Actual Product)

EpñkBiténplitpl(Actual Product) EpñksMxan;énplitpl

(Core Product)

EpñksMxan;énplitpl(Core Product)

E;pñkbEnßménplitpl(Augmented Product)

E;pñkbEnßménplitpl(Augmented Product)

kMriténplitpl

(Levels of Products)

KuNPaBplitpl(Product Quality)

KuNPaBplitpl(Product Quality)

lkçN³Biessplitpl(Product Features)

lkçN³Biessplitpl(Product Features)

rcnabf nigKUseRKagplitpl(Product Style

& Design)

rcnabf nigKUseRKagplitpl(Product Style

& Design)

smtßPaBplitplkñúgkarsMEdgmuxgarrbs;

va rYmmankMrit nigPaBsIusgVak; (Ability

of a Product to Perform Its Functions; Includes Level & Consistency)

smtßPaBplitplkñúgkarsMEdgmuxgarrbs;

va rYmmankMrit nigPaBsIusgVak; (Ability

of a Product to Perform Its Functions; Includes Level & Consistency)

CYykñúgkareFVIeGayEbøkKñarvag plitplKURbECg

(Help to Differentiate the Product from Those of the Competition)

CYykñúgkareFVIeGayEbøkKñarvag plitplKURbECg

(Help to Differentiate the Product from Those of the Competition)

dMenIrénkarKUseRKag rcnabf

nigmuxgarplitpl(Process of Designing a Product’s Style &

Function)

dMenIrénkarKUseRKag rcnabf

nigmuxgarplitpl(Process of Designing a Product’s Style &

Function)

eBlbegáItplitpl rWesva Bak;B½nædl;karkMnt;GtßRbeyaCn

¾EdlRtUvpþl;eGaydUcCa(Developing a Product or Service Involves Defining the Benefits that it Will Offer Such as)

lkçN³rYménplitpl(Product Attributes)

The Product MixThe Product Mix

Product mix (Product Product mix (Product assortment) is the set of assortment) is the set of all products and items that all products and items that a particular seller offers for a particular seller offers for sale.sale.

The Product-line decisions The Product-line decisions The product-line analysisThe product-line analysis

Sales and Profits –margin differences Sales and Profits –margin differences related to the four types of product related to the four types of product classesclasses

Core productCore product StaplesStaples SpecialtiesSpecialties Convenience itemsConvenience items Profit profile is positioning against Profit profile is positioning against

competitorscompetitors

sMbkevcx©b; (PACKAGING)(PACKAGING)

• pÞúk (Containers)(Containers)

• dwkCBa¢Ún (Shipping)(Shipping)

• karBar (Protection)(Protection)

• Bt_man (Information)(Information)

• BiBN_na-kMnt;pøaksBaØa

(Labelling – Brand ID)(Labelling – Brand ID)

• gayRsYl (Convenience)(Convenience)

• Packaging and Labeling– Packaging– Package

• Primary Package• Secondary Package• Shipping Package

– Factors which have contributed to the growing use of packaging as a marketing tool

• Self-Service• Consumer affluence• Company and brand image• Innovation opportunity

Labelling e)aHBumöBt_manxa

gelI rWpSMCamYysMbkevcx©b;

(Printed information appearing on or with the package)

sMEdgkargary:ageRcIn (Performs several functions)

GtþsBaØNplitpl rWpøaksBaØa

(Identifies product or brand)

BiBN’narbs;CaeRcInGMBIplitpl

(Describes several things about the product)

pSBVpSayplitpltamRkahVTak;Taj

(Promotes the product through attractive graphics)

GVICapøaksBaØa (What is A

Brand)?• American Marketing Association: – pøaksBaØa KWCa eQµaH/ Bakü/ sBaØa/

KMnUs rWkarrcna rWsrubTaMg Gs;kñúgbMngkMnt;GtþsBaØaNTMnij rWwesvaénGñklk;mñak; rWmYyRkum nigeFVI eGayvaEbøkBIKURbECg (A Brand is a name, term, sign,

symbol or design or combination of them intended to identify the goods and services of one seller or group of sellers and to

differentiate them from those of competitors).• Kotler:

– pøaksBaØa KwCaplitpl EtKWCaGVIEdlbEnßmktþadéTedIm,IeFVIeGayva EbøkBIplit pldéT edIm,IbMeBjtMrUvkardUcKña (A Brand is a product, but one that

adds other dimensions to differentiate it in some way from other products designed to satisfy the same needs).

• Building Brand Identity–Brand bonding

• Brands are not built by advertising but by the brand experience

• Everyone in the company lives the brand

• Three ways to carry on internal branding – Employees must

–Understand–Desire, and –Deliver on the brand promise

• Brand Equity– Brand awareness– Brand acceptability– Brand preference

• Aaker’s five levels of customer attitude:– The customer will change brands, especially for

price reasons. No brand loyalty.– Customer is satisfied. No reason to change

brands.– Customer is satisfied and would incur cost by

changing brand.– Customer values the brand and sees it as a

friend.– Customer is devoted to the brand.

– Value of Brand Equity• Brand valuation• Competitive advantages of high brand equity:

– The company will have more leverage in bargaining with distributors and retailers because customers expect them to carry the brand.

– The company can charge a higher price than its competitors because the brand has higher perceived quality.

– The company can more easily launch extensions because the brand name carries high credibility.

– The brand offers some defense against price competition.

– Branding gives the seller several advantages:• Brand name makes it easier for the seller to

process orders and track down problems• Seller’s brand name and trademark provide

legal protection of unique product features• Branding gives the seller the opportunity to

attract a loyal and profitable set of customers.• Branding helps the seller segment markets.• Strong brands help build corporate image,

making it easier to launch new brands and gain acceptance by distributors and consumers.

–Brand-Name Decision• Four available strategies:

–Individual names

–Blanket family names

–Separate family names for all products

–Corporate name combined with individual product names

Desirable qualities for a brand name

It should suggest something about the product’s benefits

It should suggest the product or service category

It should suggest concrete, “high imagery” qualities

It should be easy to spell, pronounce, recognize, and remember

It should be distinctive It should not carry poor meanings in

other countries and languages

Selecting a good brand name

Suggest something about the product, particularly its benefits and use.

Be easy to pronounce, spell, and remember

Be distinctive Be adaptable to additions to the product

line Be capable of registration and legal

protection.