prensented by:ashutosh pratap singh rohitash kalra

8/14/2019 Prensented by:Ashutosh Pratap Singh Rohitash Kalra

1/17

PRENSENTED BY:-

ASHUTOSH PRATAP SINGH

ROHITASH KALRA


2/17


3/17

Basic Product ConceptsA product is a goods, service, or idea

Tangible Attributes

Intangible Attributes

Product classification

Consumer goods

Industrial goods


4/17

Product TypesBuyer orientation

Amount of effort expended on purchase

ConvenienceShopping

Specialty


5/17


6/17

BrandsBundle of images and experiences in the

customers mind

A promise made by a particular company

about a particular productA quality certification

Differentiation between competing products

The sum of impressions about a brand is theBrand Image


7/17

What is a Brand?

Its the companys definition of whatthey have to offer.A brand is a product that has a

personality.A promise to the customer.What the customer knows about your

specific product. Its your image.How the company or product is

perceived?


8/17

What is a Brand?

A set of product perceptions by theconsumer.

It is a personality developed over time.

A brand signifies a relationship with thecustomer.It is the companys most valuable asset. Its

also the main differentiator, the best

defense against price competition, and thekey to customer loyalty.Competitors can copy your features and

benefits, but they cant steal your brand.Its a promise. But it must be backed up by

performance.


9/17

A product issomething that ismade in a factory

A product can becopied by acompetitor.

A product can bequickly outdated.

A brand is somethingthat is bought by acustomer

A brand is unique.

A successful brand istimeless

Product vs. Brand


10/17

Local Products and

BrandsBrands that have achieved successin a single national market

Represent the lifeblood ofdomestic companies

Entrenched local products/brandscan be a significant competitivehurdle to global companies


11/17

Global Products and

BrandsGlobal products meet the wantsand needs of a global market and is

offered in all world regionsGlobal brands have the samename and similar image and

positioning throughout the world


12/17

Global Products and

BrandsA multinational has operations in different

countries. A global company views the

world as a single country. We knowArgentina and France are different, but wetreat them the same. We sell them the

same products, we use the same

production methods, we have the samecorporate policies. We even use the same

advertisingin a different language, ofcourse.

- Alfred Zeien Former Gillette CEO


13/17

What is a Brand? &

Brand IdentificationA brand is much more than a nameits

a symbol, trademark, logo, term, sign,

design or combination, whichdistinguishes a product from others.Sets a companys products apart from

competition. Its the perception of theproduct in the minds of the consumersYour first opportunity is in the name.

Easier to order and remember.Most important is consistencyglobally

too.


14/17

What is a Brand? &Brand Identification -2-Examples:

1. Mercedes promises well-built,prestigious, safety, performance.

2. Co branding/Dual branding: "Intel inside."


15/17

What is a Brand? &Brand Identification -3-More Examples:

4. Need to keep it fresh. Look at Coca-Cola.Its image is as fresh today as when itstarted. Its not luck. Its careful nurturing

and development of the brand.Can exploit brand equity with brandextensions, if there is value.


16/17

What is a Brand? &

Brand Identification -4-A brand can convey:

Attributes + Benefits + Values + Culture +Personality

Sellers promise to deliver a specific

set of features.Brand equity is the value a brand

adds to the product.


17/17

prensented by:ashutosh pratap singh rohitash kalra

Documents