Escolar Documentos
Profissional Documentos
Cultura Documentos
MANAGEMENT
Module 1
1.1
and Y
1.2
What is a brand?
For the American Marketing Association (AMA), a brand
1.3
What is a brand?
Many practicing managers refer to a brand as more
1.4
1.5
Air Conditioners
Cooling & Comfort
Sufficient cooling capacity, acceptable
Product Mix
Product
Product Mix:
Mix:
The
Thetotal
totalassortment
assortmentof
of
products
productsand
andservices
services
marketed
marketedby
byaafirm.
firm.
Product
Product Line:
Line:
AAgroup
groupof
ofindividual
individualproducts
products
that
thatare
areclosely
closelyrelated
relatedin
insome
some
way.
way.
Individual
Individual Product:
Product:
Any
Anybrand
brandor
orvariant
variantof
ofaabrand
brand
in
inaaproduct
productline.
line.
Product Mix
Characteristics/Dimensions
Product Mix Width:
The number of product lines in the product
mix.
Product Line Length:
The number of products in a product line.
Product Mix Depth :
Number of version offered of each product in
the line.
Unilever products
Consistency
Product Line
-1
Product Mix
Width
PERSONAL CARE
Product Line
-2
FOOD &
DRINKS
Produ
ct Mix
Depth
Cream
Toothpas
te
Lux
Shampoo
Clear
Ponds
Close up
Dove
Dove
Dove
Pepsode
nt
Lifebuoy
Lifebuoy
Fair
& Lovely
Ice
cream
Cornett
o
Magnu
m
Tea
Lipton
Suprem
e
Product Line
Length
through
through identifiable
identifiable stages
stages of
of their
their
existence.
existence.
The
The Product
Product Life
Life Cycle
Cycle Concept
Concept
is
is Based
Based on
on Four
Four Premises
Premises
Products have a
limited life.
Sales
Time
Fashio
n
Time
Fad
Sales
Time
Objective
Objective
Marketing
Marketing Strategy
Strategy
Introduction
Introduction
Awareness
Awareness&&trial
trial
Communicate
Communicatebenefits
benefits
Growth
Growth
Usage
Usageof
offirms
firmsbrand
brand
Specific
Specificbrand
brandcommunication,
communication,
lower
lowerprices,
prices,expand
expanddistribution
distribution
Maturity
Maturity
Maintain
Maintainmarket
marketshare
share
Extend
Extendlife
lifecycle
cycle
Sales
Salespromotion,
promotion,drop
dropprice,
price,
expand
expanddistribution,
distribution,new
newuses
uses
&&new
newversions
versionsof
ofproduct
product
Decline
Decline
Decide
Decidewhat
whatto
todo
do
with
withproduct
product
Maintain,
Maintain,harvest,
harvest,or
ordivest
divest
product
product forms
forms rather
rather than
than to
to classes
classes of
of
products
products or
or specific
specific brands.
brands.
2.
2. The
The life
life cycle
cycle concept
concept may
may lead
lead marketers
marketers
to
to think
think that
that aa product
product has
has aa
predetermined
predetermined life,
life, which
which may
may produce
produce
problems
problems in
in interpreting
interpreting sales
sales and
and profits.
profits.
3.
3. It
It is
is only
only aa descriptive
descriptive way
way of
of looking
looking at
at the
the
behavior
behavior of
of aa product
product and
and the
the life
life cycle
cycle can
can
not
not predict
predict the
the behavior
behavior of
of aa product.
product.
Product-Line Strategies
Strategic
Strategic Alternatives:
Alternatives:
1.
1. To
To increase
increase the
the length
length of
of aa
product
product line.
line.
2.
2. To
To decrease
decrease the
the length
length of
of
aa product
product line.
line.
products when:
They are not successful.
They reach the decline stage of PLC.
Long product line marketing costs
Product-Mix Strategies
Strategic Alternatives
Add New
Product Lines?
Delete Existing
Product Lines?
Branding Strategies
Individual
IndividualBrand
Brand
Name
NameStrategy
Strategy
Product
ProductMix
Mix
Branding
BrandingStrategies
Strategies
Family
Family&&Individual
Individual
Brand
BrandName
Name
Family
FamilyBrands
Brandsor
or
Product
ProductTypes
Types
Family
FamilyBrand
Brand
Name
NameStrategy
Strategy
Company
Company
Name
Name
1.28
1.29
1.30
Importance of Brands to
Consumers
1.31
1.32
Importance of Brands to
Firms
1.33
1.34
1.35
An Example of Branding a
Commodity
De Beers Group added the phrase A
Diamond Is Forever
1.36
What is branded?
Physical goods
Services
Retailers and distributors
Online products and services
People and organizations
Sports, arts, and entertainment
Geographic locations
Ideas and causes
1.37
1.38
Importance of Brand
Management
1.39
1.41
1.42
1.43
1.44
1.45
Key Concepts
Mental maps
Competitive frame of reference
Points-of-parity and points-of-difference
Core brand values
Brand mantra
Mixing and matching of brand elements
Integrating brand marketing activities
Leveraging of secondary associations
Brand value chain
Brand audits
Brand tracking
Brand equity management system
Brand-product matrix
Brand portfolios and hierarchies
Brand expansion strategies
Brand reinforcement and revitalization