product & service strategy & brand management

14
PRODUCT & SERVICE STRATEGY BRAND MANAGEMENT prepared by Selahattin CİRİTCİ Adana Science and Technology University Entrepreneurship Postgraduate 26-10-2016

Upload: selahattin-ciritci

Post on 12-Apr-2017

210 views

Category:

Marketing


1 download

TRANSCRIPT

Page 1: Product & Service Strategy & Brand Management

PRODUCT & SERVICE STRATEGY

BRAND MANAGEMENT

prepared by Selahattin CİRİTCİAdana Science and Technology University

Entrepreneurship Postgraduate26-10-2016

Page 2: Product & Service Strategy & Brand Management

TYPES OF CONSUMER AND BUSINESS PRODUCTS

Consumer Products;

Page 3: Product & Service Strategy & Brand Management

Business Products;

Page 4: Product & Service Strategy & Brand Management

THE PRODUCT PORTFOLIOConsists of Product Lines and Mixes

Product Line – closely related product offeringsProduct Mix or Portfolio – total group of products offered by the firm

Strategic DecisionsVariety – number of product lines offeredAssortment – depth of each product line

Page 5: Product & Service Strategy & Brand Management

PROCTER AND GAMBLE’S PORTFOLIO OF HOUSE AND HOME PRODUCTS

Page 6: Product & Service Strategy & Brand Management

UNIQUE CHARACTERISTICTS OF SERVICES

• IntangibilitySimultaneous Production and ConsumptionPerishabilityHeterogeneityClient-Based Relationships

Page 7: Product & Service Strategy & Brand Management

LIFE CYCLE CONCEPTThere are FOUR main stages:

• Introduction• Growth• Maturity (Saturation)• Decline

Page 8: Product & Service Strategy & Brand Management

STAGES OF PRODUCT LIFE CYCLE

Page 9: Product & Service Strategy & Brand Management

• Introduction emphasis on stimulating trial• Growth repeat purchase and modification• Maturity standardization of operations and marketing mix more

aggressive competition • Decline modifiye or eliminate offering

Page 10: Product & Service Strategy & Brand Management

POSITINING OFFERINGS & STRATEGIES

• By attribute or benefit• By use or application• By product or service user• By product or service class• Against competitors• By price and quality dimensions

Page 11: Product & Service Strategy & Brand Management

BRAND OFFERINGS AND EQUITY• BRAND EQUITY (THE OVERALL VALUE OF A BRAND) provides a competitive advantage consumers are offer willing to pay a higher price for a product or service with brand equity

• BRANDING DECISIONS to assign a brand name to all offerings or to each line of offering to supply an intermediary with its own brand

Page 12: Product & Service Strategy & Brand Management

BRAND GROWTH STRATEGIES

Page 13: Product & Service Strategy & Brand Management

• New Product – a new product is developed with a series of new brand ideas and meanings to the consumer.

• Flanker Brand – a new brand is introduced into a category where the organization already has established products.

• Line Extension – a current brand name is introduced into a category where the organization already has established products.

• Franchise Extension – a familiar brand is taken to a product category where it is unknown.

Page 14: Product & Service Strategy & Brand Management

THANK YOU.