MKTG

1. MKTG Lamb, Hair, McDaniel 2008-2009 9 CHAPTER Product Concepts Designed by Amy McGuire, B-books, Ltd. Prepared by Deborah Baker, Texas Christian University

2. Learning Outcomes Define the term product Classify consumer products Define the terms product item, product line, and product mix Describe marketing uses of branding LO1 LO2 LO3 LO4

3. Learning Outcomes Describe marketing uses of packaging and labeling Discuss global issues in branding and packaging Describe how and why product warranties are important marketing tools LO5 LO6 LO7

4. What Is a Product? LO1 Define the term product

5. Everything, both favorable and unfavorable, that a person receives in an exchange. • Tangible Good • Service • Idea What Is a Product? Product LO1

6. Product Price Promotion Place (Distribution) What Is a Product? Product is the starting point of Marketing Mix LO1

7. Product • Good • Service • Idea REVIEW LEARNING OUTCOME LO1 Define the term product

8. Types of Consumer Products LO2 Classify consumer products

9. Business Product A product used to manufacture other goods or services, to facilitate an organization’s operations, or to resell to other consumers. Consumer Product A product bought to satisfy an individual’s personal needs or wants Types of Products LO2

10. Products Consumer Products Business Products Convenience Products Shopping Products Specialty Products Unsought Products Types of Consumer Products LO2

11. Increase market share among existing customers Convenience Product A relatively inexpensive item that merits little shopping effort Shopping Product A product that requires comparison shopping, because it is usually more expensive and found in fewer stores Attract new customers to existing products Specialty Product A particular item for which consumers search extensively and are reluctant to accept substitutes Create new products for present markets Market Development Diversification A product unknown to the potential buyer or a known product that the buyer does not actively seek Unsought Product Introduce new products into new markets Types of Consumer Products LO2

12. REVIEW LEARNING OUTCOME LO2 Consumer Products

13. Product Items, Lines, and Mixes LO3 Define the terms product item, product line, and product mix

14. Product Items, Lines, and Mixes Product Item A specific version of a product that can be designated as a distinct offering among an organization’s products. Product Line A group of closely-related product items. Product Mix All products that an organization sells. LO3

15. Campbell’s Product Lines and Mix LO3 { }

16. Benefits of Product Lines Advertising Economies Package Uniformity Standardized Components Efficient Sales andDistribution Equivalent Quality LO3

17. Product Mix Width LO3 Product MixWidth • The number of product lines an organization offers. • Diversifies risk • Capitalizes on established reputations

18. Product Line Depth LO3 Product Line Depth • The number of product • Items in a product line. • Attracts buyers with different preferences • Increases sales/profits by further market segmentation • Capitalizes on economies of scale • Evens out seasonal sales patterns

19. Adjustments Adjustments to Product Items,Lines, and Mixes Product Modification ProductRepositioning Product Line Extension or Contraction LO3

20. Types of Product Modifications LO3 Quality Modification Functional Modification Style Modification

21. Planned Obsolescence PlannedObsolescence The practice of modifying products so those that have already been sold become obsolete before they actually need replacement. LO3

22. Repositioning Why reposition established brands? Changing Demographics Declining Sales Changes in Social Environment LO3

23. Product Line Extension Product Line Extension Adding additional products to an existing product line in order to compete more broadly in the industry. LO3

24. Product Line Contraction Symptoms of Product Line Overextension • Some products have low sales or cannibalize sales of other items • Resources are disproportionately allocated to slow-moving products • Items have become obsolete because of new product entries LO3

25. REVIEW LEARNING OUTCOME LO3 Product item, product line, and product mix

26. Branding LO4 Describe marketing uses of branding

27. Brand Brand A name, term, symbol, design, or combination thereof that identifies a seller’s products and differentiates them from competitors’ products. LO4

28. Brand Name That part of a brand that can be spoken, including letters, words, and numbers Brand Mark The elements of a brand that cannot be spoken Brand Equity The value of company and brand names GlobalBrand A brand where at least 20 percent of theproduct is sold outside its home country Branding LO4

29. Product Identification Repeat Sales New Product Sales Benefits of Branding LO4

30. Product Identification = Brand Equity? LO4 This isn’t Pottery Barn, but it sure looks like it. When new, Pottery Barn had a unique style in the home-furnishing market. But lately, the success of the “Pottery Barn” look—slipcovered sofas and updated leather club chairs—has resulted in so much competition that Pottery Barn has lost its trend-setting status. Beyond the Book PRNewsFoto/Cotton Incorporated) SOURCE: Mary Ellen Lloyd, “That Pottery Barn Look Isn’t So Unique Any More,” Wall Street Journal, 3/21/07 B1

31. Biz Flix Josie and the Pussycats LO4

32. Top Ten Global Brands LO4

33. Brand No Brand Manufacturer’s Brand Private Brand IndividualBrand Family Brand Combi-nation IndividualBrand Family Brand Combi-nation Branding Strategies LO4

34. A no-frills, no-brand-name, low-cost product that is simply identified by its product category. Generic Brand Generic Product LO4

35. Manufacturers’ Brands VersusPrivate Brands Manufacturers’ Brand The brand name of a manufacturer. Private Brand A brand name owned by a wholesaler or a retailer. Also known as a private label or store brand. LO4

36. Advantages of Manufacturers’ Brands • Heavy consumer ads by manufacturers • Attract new customers • Enhance dealer’s prestige • Rapid delivery, carry less inventory • If dealer carries poor quality brand, customer may simply switch brands and remain loyal to dealer LO4

37. Advantages of Private Brands • Earn higher profits on own brand • Less pressure to mark down price • Manufacturer can become a direct competitor or drop a brand/reseller • Ties customer to wholesaler or retailer • Wholesalers and retailers have no control over the intensity of distribution of manufacturers’ brands LO4

38. Individual Brands Versus Family Brands Individual Brand Using different brand names for different products. Marketing several different products under the same brand name. Family Brand LO4

39. IngredientBranding Types of Cobranding Cooperative Branding Complementary Branding http://www.bose.com Online Cobranding LO4

40. A Trademark is the exclusive right to use a brand. Trademarks • Many parts of a brand and associated symbols qualify for trademark protection. • Trademark right comes from use rather than registration. • The mark has to be continuously protected. • Rights continue for as long as the mark is used. • Trademark law applies to the online world. TM LO4

41. REVIEW LEARNING OUTCOME LO4 Marketing Uses of Branding

42. Packaging LO5 Describe marketing uses of packaging and labeling

43. Contain and Protect Promote Facilitate Storage, Use, and Convenience Facilitate Recycling http://www.levesquedesign.com/ http://www.design4packaging.com Online Functions of Packaging LO5

44. 100 Percent Recyclable LO5 Coca-Cola is building the largest recycling plant in the world. The plant will produce 100 million pounds of food-grade recycled plastic for reuse each year. That’s enough plastic to produce two billion 20-ounce Coke bottles. Coca-Cola’s goal is to recycle or reuse 100 percent of the company’s plastic bottles in the U.S. market. By meeting that goal over the next ten years, the Coca-Cola recycling plant will eliminate the production of one million metric tons of CO2 emissions—the equivalent of removing 215,000 cars from American highways. Beyond the Book SOURCE: Press Release, The Coca-Cola Company, Atlanta, GA, September 5, 2007

45. Persuasive Informational • Focuses on promotional theme • Consumer information is secondary • Helps make proper selections • Lowers cognitive dissonance • Includes use/care http://www.fda.gov Online Labeling LO5

46. Universal Product Codes (UPCs) A series of thick and thin vertical lines (bar codes), readable by computerized optical scanners, that represent numbers used to track products. Universal Product Codes LO5

47. REVIEW LEARNING OUTCOME LO5 Packaging and Labeling

48. Global Issues in Branding and Packaging LO6 Discuss global issues in branding and packaging

49. Global Issues in Branding One Brand NameEverywhere Global Options for Branding Adaptations & Modifications Different Brand Names in Different Markets LO6

50. Global Issues in Packaging Labeling Global Considerations for Packaging Aesthetics Climate Considerations LO6