Marketing quốc tế Slides BUSM2412 unit 7 s1 08 compatibility mode

Unit 7
Product,, Services and Branding
g
Strategy

1


Road Map: Previewing the
Concepts
Define product and the major classifications of products
and services.
Describe the roles of product and service branding,
packaging, labeling, and product support services.
Explain the decisions companies make when developing
product lines and mixes.
Identify the four characteristics that affect the marketing of
a service
service.
Discuss the additional marketing considerations for
services.
2


Wh
d t?
Whatt iis a P
Product?
A PRODUCT is anything that can be offered to a
market for attention, acquisition, use, or consumption
and that might satisfy a want or need.

Includes:
–
–
–
–
–
–
–
–

Physical Objects
S i
Services
Events
Persons
Places
Organisations
Ideas
Combinations of the above
3


Wh
i ?
Whatt iis a S
Service?
A SERVICE 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.

E
Examples
l iinclude:
l d
–
–
–
–

Banking
Hotels
Tax preparation
Home repair services
4


G d S
Goods,
Services,
i
and
dE
Experiences
i
Tangible Good
Pure
With
Tangible
g
Accompanying

Good
Services

Soap

Hybrid
Offer

Service
S
i
With
Accompanying
p y g
Minor Goods

Pure
Service

Auto With
Airline Trip
Accompanying Restaurant
With
Doctor’s
Repair
Accompanying Exam
Services
Snacks

5

Nature
atu e a
and
dC
Characteristic
a acte st c o
of a
Service

6


Illustrate how a movie theatre can deal
with the intangibility, inseparability,
y, and perishability
p
y of the
variability,
services it provides.

7


L
Levels
l off P
Product
d t

8


P d
Cl
ifi i
C
Product
Classifications:
Consumer
Convenience Products
 Buy frequently & immediately

Shopping Products
 Buy less frequently

 Low
L
priced
i d
 Mass advertising
 Many purchase locations
i.e Candy, newspapers

 Higher
Hi h price
i
 Fewer purchase locations
 Comparison shop

g, cars,, appliances
pp
i.e Clothing,

Specialty Products

Unsought Products

 Special purchase efforts

 New innovations

 High price
 Unique characteristics
 Brand identification
 Few purchase locations
i.e Lamborghini, Rolex

 Products consumers don’t
want to think about
 Require much advertising &
personal selling
i.e Life insurance, blood donation
9


What
these
at do you think
t

t ese
products are?
A pair of shoes
Toilet paper
KFC Chicken Burger
Mobile phone
Iced black coffee
Sofa
S k detector
Smoke
d
Gucci sunglasses
R fi
Refrigerator
t
10


Product Classifications: Industrial
Materials and Parts

Raw materials,, manufactured
materials, and parts

C it l Items
Capital
It

Industrial products that aid in
buyer’s production or operations

Supplies and Services

Operating supplies,
supplies repair/
maintenance items
11


Product
oduct Classifications:
C ass cat o s
Other Marketable Entities
Activities undertaken to create, maintain, or change the attitudes
g
and behaviour toward the following:
– Organisations - Profit (businesses) and non profit (schools and
churches).
– Persons – Politicians, entertainers, sports figures, doctors, and
lawyers.
– Places - Business sites, new residents, and tourism.
– Ideas (social ideas marketing) – Public health campaigns
campaigns,
environmental campaigns, and others such as family planning, or
human rights.

12


I di id l Product

Individual
P d t Decisions
D i i

13


P d t Attributes
Product
Att ib t
Developing a Product or Service Involves Defining
the Benefits that it Will Offer Such as:
Product Quality

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

Product Features

Differentiates the Product from
Competitors’ Products
Competitors

Product Style
& Design

Process of Designing a Product’s
St le & Usefulness
Style

Usef lness
14


Branding
What is a g
good brand?

15


B di
Branding

16


B di
Branding
Advantages to
Branding
g
– Buyers:
• Identification
• Quality
Q lit and
d value
l

– Sellers

• Tells a story
y
• Provides legal protection
• Helps segments
markets

Brand Equity
–
–
–
–

Higher
g
brand loyalty
y y
Name awareness
Perceived quality
Strong brand
associations
– Patents,
Patents trademarks,
trademarks
channel relationships

17


B
Brands

d and
d Brand
B
d Symbols
S b l
Powerful brands such
as these have brand
equity:
– Eg. Coca-Cola brand $69 billion

Offers defense
against
i t fi
fierce price
i
competition.
18


M j B
Major
Branding
di D
Decisions
i i

19


B

Benefits
fit off Branding
B di
Branding
distinguishes
products from
competition
Product
Identification

New Product
Sales
Repeat Sales
20


A Effective
An
Eff ti Brand
B d Name
N
 Is easy to pronounce
 Is easy to recognize and remember
 Is short, distinctive, and unique
 Describes the product
product, use
use, and
benefits
 Has a positive connotation
 Reinforces the product image

g yp
protectable
 Is legally
21


M t Brands
Master
B d
Photocopy

Zerox

Mobile phone

Nokia

Internet Search
Computer
Car
Airline

Google
Dell
BMW
Air Asia

Television

Sony

Fast food

McDonald
22


B di St
Branding
Strategies
t i
Brand

Manufacturer’s
B
Brand
d

Individual
Brand

Family
Brand

Combination

No Brand

Private Brand

Individual Family
Brand
Brand

Combination

23


B di St
Branding
Strategies
t i

24


Four Brand Strategies
Product Category
Existing

Brand
d Name
e

Existing

New

New

Line Extension
Vinamilk Yogurt
Yog t Flavours
Fla o s

Brand Extension
B bi Electronics
Barbie
El t i

Multibrands
M
ltib d
Toyota and Lexus

New Brands

25