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Lecture 6-bPOM BBA 2K10

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I ndividual Product and Service Decisions

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Product attributesare the benefits of the

product or service Quality

Features

Style and design
http://localhost/var/www/apps/conversion/tmp/scratch_1/Dunkin.wmv

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Quality in terms of the product or service is thelack of defects

Quality in terms of the customer is the value and

satisfaction provided by the product or

service

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Product quality includes level and consistency Quality levelis the level of quality that

supports the products positioning

Performance qualityis the ability of a

product to perform its functions

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Product featuresare a competitive tool fordifferentiating a product from competitorsproducts

Product features are assessed based on thevalue to the customer versus the cost tothe company

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Product style and design add value to

customer valueStyledescribes the appearance of the

product

Design contributes to a products usefulnessas well as to its looks


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Brand is the name, term,sign, or designor a

combination of

thesethat identifies

the maker or seller ofa product or service

http://www.heinz.com/

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Brand

Name

BrandMark

Brand

Equity

Master

Brand

That part of a brand that can be spoken,

including letters, words, and numbers.

The elements of a brand thatcannot be spoken.

The value of company and brand names.

A brand so dominant that it comes to

mind immediately when a product category,

use, attribute, or benefit is mentioned.

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Baking Soda

Adhesive Bandages

Carpet Cleaner

Gelatin

Soup

Cream Cheese

Crayons

Petroleum Jelly

Arm & Hammer

Band-Aid

Vaccum Cleaner

Jell-O

Lux

Philadelphia

Crayola

Vaseline

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Product

Identification

Repeat Sales

New Product

Sales

Branding

distinguishes

products from

competition

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Packaginginvolves designing and producing thecontainer or wrapper for a product

Labelsidentify the product or brand, describe

attributes, and provide promotion

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Persuasive

Focuses on

promotional

theme

Informational

Helps make properselections

Lowers cognitive

dissonance

Includes use/care

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Contain and Protect

Functions

of

Packaging

Promote

Facilitate Storage, Use,

and Convenience

Facilitate Recycling

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Product support services augment actual products

Companies must continually:

Assess the value of current services to obtainideas for new ones

Assess the costs of providing these services Develop a package of services to satisfy

customers and provide profit to the company

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Product line: A group of products that are closely related

because they function in a similar manner, aresold to the same customer groups, are

marketed through the same types of outlets, orfall within given price ranges.

Product line length: The number of items in a product line

Adjust line length by: Filling

Stretching Downward, upward, or in both directions

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Product mix: The set of all of the product lines and items

that a particular seller offers for sale.

Product mix dimensions include:

Length:the number of items in a line.Width:the number of different product lines

the company carries.

Depth:the number of versions offered of

each product in the line. Consistency:how closely related various

lines are.

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Blades and Writingrazors Toiletries instruments

Mach 3 Series Paper MateSensor Adorn Flair

Trac II Toni

Atra Right Guard

Swivel Silkience

Double-Edge Soft and Dri

Lady Gillette FoamySuper Speed Dry Look

Twin Injector Dry Idea

Techmatic Brush Plus

Width of the product mix

Deptho

fthe

produ

ctlines

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Downward stretch by introducing lower rangeof the products e.g. In 1989 the Shangri-La, a chain of deluxe hotels and resorts

in Asia established the Traders Hotels, a sister brand todeliver high value, mid-range, quality accommodation to the

business traveler

Mercedes introduced the baby Merz to cater to the upperclass mid-sized range of the market

Upward stretch by entering the high end of themarket e.g. Toyota introduced the Lexus and Nissan introduced the

Infiniti

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Two-way stretch by filling the whole line e.g.

Toyota has the Starlet at the lower end; the Corolla

in the executive range; the Camry in the upper-

management range and the Lexus in the luxuryrange

pom lec 6-b

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