Product and Branding Week 4.

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1 Product and Branding Week 4

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3 Definition of Product Product Anything offered to a market for attention, acquisition, use, or consumption that might satisfy need or want. Service A form of product that consists of activities, benefits or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.

4 Product SUPPORTING Goods Services Goods MAIN Services Table Shoes Car
Sugar Gasoline Car High branded watch Mainframe Computer Others…? Goods MAIN Airline Software Indosat, Telkomsel Hotel Consultant (?) Education (?) Baby sitter Others…? Services

5 Components of Market Offering
Value based prices Attractiveness of market offering Product features and quality Services mix and quality

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8 Three Levels of Product
AUGMENTED PRODUCT ACTUAL PRODUCT After-sale service Warranty Brand name Features CORE BENEFIT Design Quality level Packaging Delivery & credit Installation

9 Consumer Product Convenience Product Shopping Product
Buy frequently & immediately Low priced Many purchase locations Includes: - Staple goods - Impulse goods - Emergency goods Buy less frequently Gather product information Fewer purchase locations Compare for: - Suitability & Quality - Price & Style Specialty Product Unsought Product Special purchase efforts Unique characteristics Brand identification Few purchase locations New innovations Products consumers don’t want to think about. Require much advertising & personal selling

10 Product classes Consumer Products Business Products

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16 TYPES OF INDUSTRIAL PRODUCTS
Materials and parts Raw material - Farm products - Natural products Manufactured material & parts - Component materials - Component parts Maintenance and repair services Business advisory services` TYPES OF INDUSTRIAL PRODUCTS Operating supplies Repair and maintenance items Supplies and services Capital items Installations - Major purchases - Fixed equipment Accessory equipment - Portable factory equipment - Office equipment

17 Organizational : corporate image advertising
Other types of product Organizational : corporate image advertising Person : political candidates, entertainment sports figures, & professionals Place : tourism Social marketing promotes Ideas

18 Product line decisions Individual product & service decision
Line stretching: adding products that are higher or lower priced than the existing line Product mix decisions Product line decisions Individual product & service decision Line filling: adding more items within the present price range

19 Individual product and service decisions
attributes Branding Packaging Quality, Features, Style, Design Product Support Services Labeling

20 Product Mix Width Number of different product lines Length Product Mix
Consistency Total number of items within the lines All the product lines offered Depth Number of version of each product

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24 Branding Strategy What is a brand ?

25 name, term, sign, symbol, design,
What is a brand name, term, sign, symbol, design, or a combination of these, intended to identify the goods or services of one seller or group of sellers & to differentiate them from those of competitors Attributes Benefits Values Culture User Personality

26 Characteristic of good brand names

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35 700 670 491 347 88 22 98 U.S. Japan W. Europe E. China World
Pounds per person Consumers in the U.S. like the convenience of disposable packaging and small serving sizes, but some critics argue that it is wasteful and bad for the environment.

36 Brand Equity Values the brand Satisfy & switching cost
Devoted to brand Values the brand (brand as friend) Satisfy & switching cost Satisfy customer (no reason to change) No brand loyalty (customer will change)

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38 Major brand strategy decisions
Brand positioning Attributes Benefits Beliefs and values Brand name selection Selection Protection Brand sponsorship Manufacturer’s brand Private brand Licensing Co-branding Brand development Line extensions Brand extensions Multi brands New brands

39 Brand Development Strategy
PRODUCT CATEGORY Existing New Line extension Brand extension Existing BRAND NAME Multi brands New brands New

40 Characteristics of Services
Intangibility Inseparability Services can’t be seen, tasted, felt, heard, or smelled before purchase Services can’t be seperated from their providers Services Variability Perishability Quality of services depends on who provides them and when, where, and how Services can’t be stored for later sale or use

41 Marketing Strategies for Service Firms
Company Making the Promise Enabling the Promise Banking/ Financial Internal Marketing External Marketing Cleaning/ Maintenance Restaurant Employee Customers Interactive Marketing Keeping the Promise

42 thank you

43 Siapakah target market mereka?
Di pasar banyak terdapat 1 jenis produk yang sama, tetapi berbeda kelasnya, seperti obat nyamuk bakar VS obat nyamuk listrik, sabun cair VS sabun batang. Menurut anda bagaimana mereka mensegmentasikan pasarnya berkaitan dengan harga dan benefit ? Siapakah target market mereka? Bagaimanakah positioning mereka di benak konsumen?

44 Siapakah target market mereka?
Di pasar banyak terdapat nama produk yang mirip dengan nama produk yang sudah populer, seperti finto (mirip fanta), kola-kola (coca-cola), mari sweat (pocari sweat), dan split (sprite). Menurut anda bagaimana mereka mensegmentasikan pasarnya berkaitan dengan harga dan benefit ? Siapakah target market mereka? Bagaimanakah positioning mereka di benak konsumen?

45 Siapakah target market mereka?
Di pasar banyak terdapat 1 jenis produk yang sama, tetapi berbeda kelasnya, seperti obat nyamuk bakar VS obat nyamuk listrik, sabun cair VS sabun batang. Menurut anda bagaimana mereka mensegmentasikan pasarnya berkaitan dengan harga dan benefit ? Siapakah target market mereka? Bagaimanakah positioning mereka di benak konsumen?

46 Siapakah target market mereka?
Di pasar banyak terdapat nama produk yang mirip dengan nama produk yang sudah populer, seperti finto (mirip fanta), kola-kola (coca-cola), mari sweat (pocari sweat), dan split (sprite). Menurut anda bagaimana mereka mensegmentasikan pasarnya berkaitan dengan harga dan benefit ? Siapakah target market mereka? Bagaimanakah positioning mereka di benak konsumen?

47 Siapakah target market mereka?
Di pasar banyak terdapat 1 jenis produk yang sama, tetapi berbeda kelasnya, seperti obat nyamuk bakar VS obat nyamuk listrik, sabun cair VS sabun batang. Menurut anda bagaimana mereka mensegmentasikan pasarnya berkaitan dengan harga dan benefit ? Siapakah target market mereka? Bagaimanakah positioning mereka di benak konsumen?

48 Siapakah target market mereka?
Di pasar banyak terdapat nama produk yang mirip dengan nama produk yang sudah populer, seperti finto (mirip fanta), kola-kola (coca-cola), mari sweat (pocari sweat), dan split (sprite). Menurut anda bagaimana mereka mensegmentasikan pasarnya berkaitan dengan harga dan benefit ? Siapakah target market mereka? Bagaimanakah positioning mereka di benak konsumen?

49 Weight Gain (susu untuk menambah berat badan) termasuk dalam kategori mass marketing / segmented marketing / niche marketing / micro marketing? Jelaskan! Daya tarik apa yang menyebabkan Weight Gain memilih target market tersebut?

50 Iphone termasuk dalam kategori mass marketing / segmented marketing / niche marketing / micro marketing? Jelaskan! Daya tarik apa yang menyebabkan Iphone memilih target market tersebut?

51 L-Men termasuk dalam kategori mass marketing / segmented marketing / niche marketing / micro marketing? Jelaskan! Daya tarik apa yang menyebabkan L-Men memilih target market tersebut?

52 QB bookstore termasuk dalam kategori mass marketing / segmented marketing / niche marketing / micro marketing? Jelaskan! Daya tarik apa yang menyebabkan QB bookstore memilih target market tersebut?

53 Universitas Multimedia Nusantara (UMN) termasuk dalam kategori mass marketing / segmented marketing / niche marketing / micro marketing? Jelaskan! Daya tarik apa yang menyebabkan UMN memilih target market tersebut?

54 Julia Perez (Jupe) sebagai seorang pelaku seni termasuk dalam kategori mass marketing / segmented marketing / niche marketing / micro marketing? Jelaskan! Daya tarik apa yang menyebabkan Jupe memilih target market tersebut?