Presentation on product levels, product mix, Consumer goods classification,Brand name decisions, Brand Strategy Decision,
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Presentation on product levels, product mix, Consumer goods classification,Brand name decisions, Brand Strategy Decision,
- 2. Core benefit Basic product Expected product Augmented product Potential product Five Product Levels
- 3. Core benefits c Benefits and satisfaction
- 4. Basic product Turn basic benefit into basic product
- 5. d Expected product Attributes and condition buyer normally buy
- 7. z Potential product Encompasses all the possible augmentations
- 8. Core Benefits - Communication Basic product - Features & design- small size, sliding, flip open, touch etc Quality level- Excellent quality Brand name- Samsung, Iphone, HTC, etc Expected product- Looks good, light weight, easy to operate, long life battery Augmented product- FM radio, MP3 player, camera, voice recorder. Wi-Fi Potential product - Internet, e-mail, TV channels, GPS
- 9. Consumer Goods Classification • Buy frequently and immediately.(pen, noodles, cigarette, tea etc.) Convenience Goods • Buy less frequently.(clothes, shoes, mobile, electronics etc.) Shopping Goods • Special purchase efforts.(car, motorbike, Rolex watch, gold , land and building etc.) Specialty Goods • New innovations.(gift items, decorative items etc.) Unsought Goods
- 10. Product Mix Width Length Depth Consistency
- 11. Length WidthOral Care Shampoo Detergent
- 13. Consistency
- 14. Brand name decisions Individual names Blanket family names Separate family names for all products Corporate name combined with individual product names
- 16. Line Extensions Brand Extensions Multi Brands New Brands Co-branding Brand Strategy Decision
- 17. Existing New ExistingNew Line Extensions Brand Extensions Multi Brands New Brands
- 19. Brand Extensions
- 20. Multi Brands
- 21. New Brands
- 22. Co-branding
- 23. Thank You