Product, services, branding strategy

What is a product

Branding Strategy

Services marketing

Product and service decision

Levels of products and services

Product, service classifications

Experience: what buying the product, or service will do the customer

Service: A form of activities that satisfy customer needs

What can be offered, traded based on needs of consumption

Core benefits

Actual product

Augmented product

Consumer products (for personal consumption)

Industrial products (product purchased for further processing or use in a business)

Shopping (EG: Furniture, cars, applicances

Specialty (EG: Designer watches, branded fashion wear)

Convenience (EG: Newspaper, candy, fast food)

Unsought (EG: Insurance, blood donation)

Capital (industrial products that aid in the buyer's production or operations

Materials and parts

Raw materials

Wheat

Lumber

Iron

Cement

Elevators

Buildings

Computers

Organisations, persons, places, ideas

Person marketing

Organisation marketing

Social marketing

Place marketing

Individual Product and Service Decisions

Branding

Packaging

Labeling

Product support services

Product attributes (benefits of products and services)

Quality

Features

Style and design

Performance level

Quality consistency

Quality level

Benefits

Consumer

Seller

Consistency

Quality

Communicate product features

Segmentation

Product line, mix

Line filling

Line stretching

Downward

Upward

Combination of both

Product mix decisions

Product mix length

Product mix width

Brand equity

Brand evaluation

Customer equity

Brand strategy decisions

Brand name selection

Brand sponsorship

Brand position

Brand development

Product benefits

Product beliefs and values

Product attributes

Licensed brand

Private brand

Co-brand

Manufacturer's brand

Brand extensions

Multibrands

Line extensions

New brands

Managing brands has these requirements

Customer-centered building

Continuous brand communication

Brand adults

Marketing Strategies for Service Firms

Nature and Characteristics of a Service

Types of service industries

Private not for profits organisation

Business activities

Government

Inseparability

Variability

Intangibility

Perishability