Directory UMM :Slide_Kuliah:PPT:MP_Kotler_10:
Objectives
Product
Characteristics
Building & Managing the Product Mix &
Product Lines
Brand Decisions
Packaging & Labeling
©2000 Prentice Hall
Components of the
Market Offering
Value-based prices
Attractiveness of
the market offering
Product features
and quality
©2000 Prentice Hall
Services mix
and quality
Five Product Levels
Potential product
Augmented product
Expected product
Basic product
Core benefit
©2000 Prentice Hall
Consumer-Goods
Classification
Convenience Products
Shopping Products
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 Products
Unsought Products
Special purchase efforts
> Unique characteristics
> Brand identification
> Few purchase locations
©2000 Prentice Hall
New innovations
> Products consumers don’t
want to think about.
>Require much advertising &
personal selling
Consistency
Product Mix
Width
Width -- number
number of
of
different
different product
product
lines
lines
Length
Length -- total
total
number
number of
of items
items
within
within the
the lines
lines
Depth
Depth -- number
number of
of
versions
versions of
of each
each
product
product
©2000 Prentice Hall
Product
Product Mix
Mix -all
all the
the product
product
lines
lines offered
offered
Product-Line Length
Line
Stretching
Downmarket
Upmarket
Two-way
Line Filling
Line Modernization
Line Featuring & Line Pruning
©2000 Prentice Hall
Two-Way Product-Line
Stretch: Marriott Hotels
Economy
Quality
Standard
Good
Marriott
Marquis
(Top
executives)
Price
High
Marriott
(Middle
managers)
Above
average
Average
Courtyard
(Salespeople)
Low Fairfield Inn
(Vacationers)
©2000 Prentice Hall
Superior
What is a Brand?
User
Culture
Attributes
©2000 Prentice Hall
Personality
Benefits
Values
Brand
Equity
Devoted
Devoted
toBrand
Brand
to
Valuesthe
theBrand
Brand
Values
(brandas
asfriend)
friend)
(brand
Satisfied &&Switching
Switching Cost
Cost
Satisfied
SatisfiedCustomer
Customer
Satisfied
(noreason
reason to
tochange)
change)
(no
©2000 Prentice Hall
NoBrand
Brand Loyalty
Loyalty
No
(customer will
willchange)
change)
(customer
An Overview of
Branding Decisions
Branding
Decision
•Brand
•No brand
BrandSponsor
Decision
BrandName
Decision
BrandBrandStrategy Repositioning
Decision
Decision
•Manufacturer
brand
•Individual
brand
names
•Blanket
family
name
•Separate
family
names
•Companyindividual
names
•Line
extension
•Brand
extension
•Multibrands
•New
brands
•Cobrands
•Distributor
(private)
brand
•Licensed
brand
©2000 Prentice Hall
•Repositioning
•No
repositioning
Brand Strategies
Brand Name
Product Category
Existing
New
Existing
Line
Extension
Brand
Extension
New
Multibrands
New
Brands
©2000 Prentice Hall
Good Brand Names:
Distinctive
Suggest
Product
Qualities
©2000 Prentice Hall
Suggest
Product
Benefits
Lack Poor
Foreign
Language
Meanings
Easy to:
Pronounce
Recognize
Remember
Why Package Crucial as a
Marketing Tool
Self-service
Consumer
affluence
Company & brand image
Opportunity for innovation
©2000 Prentice Hall
Labels
Promote
Promote
Describe
Describe
Identify
Identify
©2000 Prentice Hall
Review
Product
Characteristics
Building & Managing the Product Mix &
Product Lines
Brand Decisions
Packaging & Labeling
©2000 Prentice Hall
Product
Characteristics
Building & Managing the Product Mix &
Product Lines
Brand Decisions
Packaging & Labeling
©2000 Prentice Hall
Components of the
Market Offering
Value-based prices
Attractiveness of
the market offering
Product features
and quality
©2000 Prentice Hall
Services mix
and quality
Five Product Levels
Potential product
Augmented product
Expected product
Basic product
Core benefit
©2000 Prentice Hall
Consumer-Goods
Classification
Convenience Products
Shopping Products
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 Products
Unsought Products
Special purchase efforts
> Unique characteristics
> Brand identification
> Few purchase locations
©2000 Prentice Hall
New innovations
> Products consumers don’t
want to think about.
>Require much advertising &
personal selling
Consistency
Product Mix
Width
Width -- number
number of
of
different
different product
product
lines
lines
Length
Length -- total
total
number
number of
of items
items
within
within the
the lines
lines
Depth
Depth -- number
number of
of
versions
versions of
of each
each
product
product
©2000 Prentice Hall
Product
Product Mix
Mix -all
all the
the product
product
lines
lines offered
offered
Product-Line Length
Line
Stretching
Downmarket
Upmarket
Two-way
Line Filling
Line Modernization
Line Featuring & Line Pruning
©2000 Prentice Hall
Two-Way Product-Line
Stretch: Marriott Hotels
Economy
Quality
Standard
Good
Marriott
Marquis
(Top
executives)
Price
High
Marriott
(Middle
managers)
Above
average
Average
Courtyard
(Salespeople)
Low Fairfield Inn
(Vacationers)
©2000 Prentice Hall
Superior
What is a Brand?
User
Culture
Attributes
©2000 Prentice Hall
Personality
Benefits
Values
Brand
Equity
Devoted
Devoted
toBrand
Brand
to
Valuesthe
theBrand
Brand
Values
(brandas
asfriend)
friend)
(brand
Satisfied &&Switching
Switching Cost
Cost
Satisfied
SatisfiedCustomer
Customer
Satisfied
(noreason
reason to
tochange)
change)
(no
©2000 Prentice Hall
NoBrand
Brand Loyalty
Loyalty
No
(customer will
willchange)
change)
(customer
An Overview of
Branding Decisions
Branding
Decision
•Brand
•No brand
BrandSponsor
Decision
BrandName
Decision
BrandBrandStrategy Repositioning
Decision
Decision
•Manufacturer
brand
•Individual
brand
names
•Blanket
family
name
•Separate
family
names
•Companyindividual
names
•Line
extension
•Brand
extension
•Multibrands
•New
brands
•Cobrands
•Distributor
(private)
brand
•Licensed
brand
©2000 Prentice Hall
•Repositioning
•No
repositioning
Brand Strategies
Brand Name
Product Category
Existing
New
Existing
Line
Extension
Brand
Extension
New
Multibrands
New
Brands
©2000 Prentice Hall
Good Brand Names:
Distinctive
Suggest
Product
Qualities
©2000 Prentice Hall
Suggest
Product
Benefits
Lack Poor
Foreign
Language
Meanings
Easy to:
Pronounce
Recognize
Remember
Why Package Crucial as a
Marketing Tool
Self-service
Consumer
affluence
Company & brand image
Opportunity for innovation
©2000 Prentice Hall
Labels
Promote
Promote
Describe
Describe
Identify
Identify
©2000 Prentice Hall
Review
Product
Characteristics
Building & Managing the Product Mix &
Product Lines
Brand Decisions
Packaging & Labeling
©2000 Prentice Hall