our group's presentation

1. Product decisions Nguyen Thuong Huyen Le lien Huong Nguyen Thu Lan Nguyen Van Quyen Principles of Marketing

5. 2. Classifications Product Consumer products (Bought by final consumers for personal consumption.) Industrial products (Bought by individuals & organizations for further processing or for use in conducting a business.)

6. II. Individual product decisions Prod. attributes Branding Packaging Labeling Support services

7. Case: The Electrolux Group

13. LCD Display Front door Label

14. Step 2: Branding To brand or not to brand Brand name selection Brand sponsor Brand strategy Brand repositioning

16. Brand sponsor Brand sponsor Manufacturer’s brand Private brand Licensed brand Co-branding

17. Manufacturer’s brand

18. Brand strategy Line extension Brand extension Multibrands New brands

22. Tumble dryer Electrolux T4300S Stacked Tumble Dryer

23. Vacuum cleaner Electrolux Z8220

24. Air cleaner Electrolux Z8020

26. Step 4: Labeling To identify To describe To promote To grade √ √ X X

27. Logo & Brand name

33. 1.2. Stretching upward New Prod. Present Prod . Low High Quality High Low Price

36. 1.3. Stretching both ways Present Prod. Low High Quality High Low Price New Prod . New Prod.

39. NOKIA E90

41. Unza Shower Foam Enchanteur 1980s Eversoft 1980s Gervenne 1993 Romano 2000 Source: www.unza.com Romano Eversoft Enchanteur Gervenne

43. Future NEO 2005 Future NEO 2007

45. Mio 2004

46. Classico 2006

47. Conclusion

48. Q & A