Bài giảng Marketing - Chapter 11: Product, branding, and packaging decisions

product, branding, and packaging decisionselevenCopyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.LEARNING OBJECTIVESLO 11-1 Describe the components of a product.LO 11-2 Identify the types of consumer products.LO 11-3 Explain the difference between a product mix’s breadth and a product line’s depth.LO 11-4 Identify the advantages that brands provide firms and consumers.LO 11-5 Explain the various components of brand equity.LO 11-6 Determine the various types of branding strategies used by firms.LO 11-7 Distinguish between brand extension and line extension.LO 11-8 Indicate the advantages of a product’s packaging and labeling strategy.Complexity of ProductsMichael Blann/Digital Vision/Getty ImagesTypes of ProductsCustomers show such a strong preference that they will expend considerable effort to search.Wedding GownsCollege ApparelAntiquesConsumer is willing to spend minimum effort to evaluate prior to purchase.Can goodsShampooCandyConsumers will spend a fair amount of time comparing alternativesShoesAppliancesCellphonesConsumers either do not normally think of buying or do not know about.Fire extinguishersDictionaryMedical suppliesExplain the three components of a product.What are the four types of consumer products?Product Mix and Product Line DecisionsSource: Kellogg’s 2010 annual report, LinesReady-to-Eat CerealToaster Pastries andWholesome Portable Breakfast SnacksCookies and CrackersNatural, Organic, and FrozenKellogg’s Corn FlakesAll-BranApple JacksCocoa KrispiesFrosted Mini-WheatsMueslixKellogg’s Raisin BranFroot LoopsKashiSpecial KRice KrispiesNutri-GrainSpecial KKashiPop-TartsBear NakedCheez-ItKeeblerTownhouseClubFamous AmosFudge ShoppeMurrayEggoMorningstar FarmsKashiProduct Mix and Product Line DecisionsBreadthNumber of product linesDepthNumber of categories within a product lineCourtesy Pepsi Cola CompanyWhat is the difference between product line breadth versus depth?Why change product line breadth?Why change product line depth?A brand can use: Name, logo symbols, characters, slogans, jingles and even distinctive packages.BrandingOscar Mayer Wiener 1965 Commercial (One of America's Best Ads)Courtesy Mercedes-Benz USA, LLC; Merkley & Partners/New YorkWhat Makes a Brand?BrandingBrand nameURLswww.eBay.comLogos and symbolsCharactersSlogansJingles/Sounds“Law & Order”McGraw-Hill Companies, Inc.©M. Hruby.Value of Branding for the CustomerFacilitate PurchasingEstablish LoyaltyProtect from CompetitionReduce Marketing CostsAre AssetsImpact Market ValueApple wins in the Apple vs Samsung patent lawsuit Brand Equity: Brand AwarenessSource: From interbrand.com, Reprinted with permission.2011 RankBrandCountry ofOwnership2011 Brand Value($ Billions)1Coca-ColaU.S.71.82IBMU.S.69.93MicrosoftU.S.59.14GoogleU.S.55.35GEU.S.42.86McDonald’sU.S.35.67IntelU.S.35.28AppleU.S.33.59DisneyU.S.29.010Hewlett-PackardU.S.28.5Brand Equity: Perceived ValueHow do discount retailers like Target, T.J. Maxx, and H&M create value for customers?Photo by Peter Kramer/Getty ImagesBrand Equity: Brand Associations©McGraw-Hill Companies Inc/Gary He, photographerBrand Equity: Brand LoyaltyConsumers are often less sensitive to priceMarketing costs are much lowerFirm insulated from the competitionCopyright State Farm Mutual Automobile Insurance Company 2005 Used by permissionHow do brands create value for the customer and the firm?What are the components of brand equity?Brand OwnershipBrand ExtensionState Farm Website©M HrubyBrand DilutionZite: Personalized MagazineCo-branding©M HrubyBrand LicensingPhoto by D. larke Evans/NBAE via Getty Images.What are the differences among manufacturer and private-label brands?What is co-branding?What is the difference between brand extension and line extension?What is brand repositioning?PackagingWhat other packaging do you as a consumer find useful?©M. Hruby.Product Labeling©The McGraw-Hill Companies, Inc/Elite ImagesC Sherburne/PhotoLink/Getty ImagesA brand association reflects the mental links that consumers make between a brand and its key product attributes, such as a logo, slogan, or famous personality.GlossaryBrand dilution occurs when the brand extension adversely affects consumer perceptions about the attributes the core brand is believed to hold.GlossaryBrand equity is the set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service.GlossaryA brand extension refers to the use of the same brand name for new products being introduced to the same or new markets.GlossaryBrand licensing is a contractual agreement between firms, whereby one firm allows another to use its brand name, logo, symbols, and/or characters in exchange for a negotiated fee.GlossaryBrand loyalty occurs when a consumer buys the same brand’s product or service repeatedly over time rather than buy from multiple suppliers within the same category.GlossaryBrand repositioning or rebranding refers to a strategy in which marketers change a brand’s focus to target new markets or realign the brand’s core emphasis with changing market preferences.GlossaryCo-branding is the practice of marketing two or more brands together, on the same package or promotion.GlossaryPerceived value of a brand is the relationship between a product or service’s benefits and its cost.GlossaryProduct assortment or product mix is the complete set of all products offered by a firm.GlossaryProduct lines are groups of associated items, such as items that consumers use together or think of as part of a group of similar products.GlossaryProduct mix or product assortment is the complete set of all products offered by a firm.Glossary