PRODUCT

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PRODUCT BRAND
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Objectives

• Define the term product.
• Concept of Services
• Define the terms levels of product, product
  line, and product mix.
• Concept of branding

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What is a Product?

• People buy want satisfaction rather than objects.
• A product is a bundle of physical, service, and
  symbolic attributes designed to satisfy a
  customers wants and needs.

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Product ClassificationsConsumer Products

• Convenience Products
• Buy frequently immediately
• Low priced
• Mass advertising
• Many purchase locations
• Fast Food, Candy, Newspapers

• Shopping Products
• Buy less frequently
• Higher price
• Fewer purchase locations
• Comparison shop
• Clothing, appliances

• Specialty Products
• Special purchase efforts
• High price
• Unique characteristics
• Brand identification
• Few purchase locations
• Car, Computer

• Unsought Products
• New innovations
• Products consumers dont
• want to think about
• Require much advertising
• personal selling
• Life insurance, blood donation

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Product ClassificationsIndustrial Products
Materials and Parts
Capital Items
Supplies and Services
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Levels of Product
Augmented Product
Installation
Potential Product
Packaging
Features
Brand Name
Delivery Credit
After- Sale Service
Core Benefit or Service
Quality Level
Design
Warranty
Actual/Embodied(BasicExpected) Product
Core Product
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Product Hierarchy

• Need Family Entertainment
• Product Family ( need satisfaction) Home
  entertainment devices, Going outdoor, Hobby
• Product Class (functional coherence) DVDs, Music
  System, Television, Radio
• Product Line Television
• Product Type Plasma
• Item 50 Plasma Television
• Brand Sony Bravia

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Concept of Service
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Service Characteristics and Marketing
Implication for Strategic Decisions  
Intangibility
-Cannot be stored, No patents, Communication
problem, No ready display, Pricing difficulties
-Tangible clues, Personal sources, Post purchase
comm. WOM
 Consumer involved in production, No mass
production, Supply demand match
-Selection training of contact person, Manage
consumer, Multi-site location
Inseparability
-Standardization Quality control difficult
-Industrialize Customize
Heterogeneity
-Cope with fluctuating demand match through
process
Perishability
No inventorization
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Core and Supplementary Servicesfor Courier
Company
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Marketing Mix 3 more Ps

• People
• Process
• Physical evidence

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Individual Product Decisions
Product Attributes
Branding
Packaging
Labeling
Product Support Services
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Product Attribute Decisions
Features
Quality
Design
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Product Items, Lines, and Mixes
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Product Mix Decisions
Width/Breadth - number of different product lines
Length - total number of items in product lines
Product Mix - all the product lines items
offered
Consistency
Depth - number of versions of each product
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Dabur Product Ranges

• Health Care
• Health Supplements
• Digestives
• OTC-Health Care
• Personal Care
• Hair Care
• Oral Care
• Skin Care
• Foods
• Homecare
• Consumer Health-Ethical
• General health
• Digestive support
• Joint support
• Professional Range

Breadth/Width number of different product lines
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Dabur Health Care
Length and Depth of Product Mix

• Health Supplements
• Dabur Chyawanprash
• 1 kg (Rs. 180.00)500 gms (Rs.103.00)250 gms
  (Rs. 57.00)
•  Dabur Chyawanprash mango and orange, mixed
  fruits flavours
• 500 gms (Rs.130.00)
• 250 gms (Rs. 75.00)
• Sugar-free Dabur ChyawanPrakash
• Chocolate-flavoured granular Dabur Chyawan Junior
• Glucose D
• Dabur Honey
• Digestives
• Hajmola Regular
• Glass Bottle
• Sachet
• Hajmola Regular
• Glass Bottle
• Sachet
• Hajmola Candy
• Mint masti

• OTC Health Care
• Gastro Intestional
• Dabur active antacid
• Cough Cold
• Dabur Honitus
• cough remedy syrup
• Lozenges
• Rejuventation
• Shilajit gold
• Womens health
• Dabur active blood purifier
• Memory Enhancer
• Dabur Shankha Pushpi
• Medicated Oils
• Dabur Badam Oil (Tail)
• Baby Care
• Dabur Lal Tail
• Dabur Janam Ghunti
• Dabur Gripe water

Length total number of items in product lines
Depth number of version of each product
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BRAND???
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Brand It is a name, term, design, symbol,, or
any other feature that identifies one sellers
good or services as distinct from those of other
seller.
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A sum of parts

Functional Product Attributes
Symbolic Values Associations
Rational (Head)
Emotional (Heart)
The Brand
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Brands Characteristics
Consistency
Quality Value
Attributes
Identification
Advantages of Brand Names Brand Equity
Defense Against Competition
Loyalty
Awareness
Credibility
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Major Branding Decisions
Brand Name Selection
Selection Protection
Brand Sponsor
Manufacturers Brand Private Brand Licensed
Brand Co-branding
Brand Strategy
New Brands Line Extensions Brand
Extensions Multibrands
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Good Brand Name

• Easy to remember and pronounce
• Invokes positive association
• Suggests a positive image
• Reinforces product concept
• Communicates product benefits
• Says something about the user
• Avoids linguistic traps

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Brand-Name Decision

• Individual Names Coke, Fanta, Sprite
• Blanket Family Name GE, ABB
• Separate Family Name Colgate, Palmolive, Axion
• Corporate Name Individual Product Name Godrej
  Eon, Honda Shine

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Brand Sponsor

• Manufacturers Brand Indica
• Private Brand Big Bazar-Tasty Treat,
  More-Feaster
• Licensed Brand Coke
• Co-branding Bank Insurance

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Brand Strategies
Line Extension Kellogg in different taste
Brand Extension Johnson baby soap, Johnson
shampoo
Product Category
Existing
New
Multibrands Lux, Rexona,Lifebuoy
New Brands Boroline, Eleen
Existing
Brand Name
New
Household Care Products Surface Care - Colgate
India
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Packaging and Labeling Products
Competitive Advantages
Product Safety
Sales Tasks
Packaging Labeling
Describes
Promotes
Identifies
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Product - Support Services
Companies should design its support services to
profitably meet the needs of target customers and
gain competitive advantage. How?

• Step 1. Survey customers to assess the value of
  current services and to obtain ideas for new
  services.
• Step 2. Assess costs of providing desired
  services.
• Step 3. Develop a package of services to delight
  customers and yield profits to the company.

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THANK YOU