2. What Is the Product? Brand Name Quality Level Packaging Design Features Delivery & Credit Installation Warranty After- Sale Service Core Benefit or Service Actual Product Core Product Augmented Product Source: Prentice Hall
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5. Types of Products INDUSTRIAL PRODUCTS Supplies and Services Materials and Parts Capital Items Source: Prentice Hall
25. Major Brand Decisions Brand Strategy Line Extensions***Brand Extensions Multi-brands***New Brands Brand Sponsor Manufacturer’s Brand**Co-branding Private Brand**Licensed Brand Brand Name Selection Protection Source: Prentice Hall
26. Brand Strategy Source: Prentice Hall Line Extension Multi-brand Brand Extension New Brand Brand Name Currently Served New Product Category Existing New
30. Brand Strategy BRAND EXTENSION Apple's "user-friendly" image extended best to video games; IBM's "serious business" image extended best to cellular phones. Close-Up's singles-oriented, "romantic" image extended best to breath mints; Crest's family-oriented "dental health" image extended best to toothbrushes. Source: Wes Hutchinson B C REALITY Higher income D E Higher price, & benefits Segment 2 E D C Original Market New Market 0 2 4 6 8 Breath Mint Toothbrush Close-Up Crest 0 2 4 6 8 Waffles Lollipops Cheerios Froot Loops 0 2 4 6 8 Moisturizer Deodorant Camay Irish Spring 0 2 4 6 8 Video Games CellularPhone Apple IBM 0 2 4 6 8 Bottled Water Scotch Coors Budweiser
31. Product Mix Product Mix - all the product lines offered Variety - number of different product lines Assortment - number of items within product lines
