PRODUCT BRAND Objectives Define the

PRODUCT & BRAND

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

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 customer’s wants and needs.

Product Classifications Consumer Products Convenience Products Shopping Products > Buy frequently & immediately > Low priced > Mass advertising > Many purchase locations > Buy less frequently > Higher price > Fewer purchase locations > Comparison shop Fast Food, Candy, Newspapers Clothing, appliances Specialty Products Unsought Products > Special purchase efforts > High price > Unique characteristics > Brand identification > Few purchase locations > New innovations > Products consumers don’t want to think about > Require much advertising & personal selling Car, Computer Life insurance, blood donation

Product Classifications Industrial Products Materials and Parts Capital Items Supplies and Services

Levels of Product Potential Product Augmented Product Installation Packaging Brand Name Delivery & Credit Quality Level Actual/Embodied(Basic+Expected) Product Core Benefit or Service Features After. Sale Service Design Warranty Core Product

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

Concept of Service

Service Characteristics and Marketing Implication for Strategic Decisions Service Characteristics Intangibility Inseparability Heterogeneity Perishability Marketing Implications Strategies -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 -Standardization & Quality control difficult -Industrialize & Customize No inventorization -Cope with fluctuating demand & match through process

Core and Supplementary Services for Courier Company Problem solving Billing statements Tracing Advice and information Overnight transportation and delivery of packages Documentation Order taking Supplies Pickup

Marketing Mix: 3 more Ps • People • Process • Physical evidence

Individual Product Decisions Product Attributes Branding Packaging Labeling Product Support Services

Product Attribute Decisions Quality Features Design

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.

Product Mix Decisions Consistency W i d th / B r e a d th number of different product lines Length - total number of items in product lines Depth - number of versions of each product P r o d u c t Mi x all the product lines & items offered

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

Length and Depth of Product Mix Dabur: Health Care – ü ü ü Health Supplements Dabur Chyawanprash ü 1 kg (Rs. 180. 00) 500 gms (Rs. 103. 00) 250 gms (Rs. 57. 00) Dabur Chyawanprash mango and orange, mixed fruits flavours” ü 500 gms (Rs. 130. 00) ü 250 gms (Rs. 75. 00) Sugar-free Dabur Chyawan. Prakash Chocolate-flavoured granular Dabur Chyawan Junior Glucose D Dabur Honey Digestives Hajmola Regular Ø Glass Bottle Ø Sachet ü Hajmola Regular Depth: Ø Glass Bottle number of version Ø Sachet of each product ü Hajmola Candy ü Mint masti ü Albela Aam ü Chulbuli Imli ü Pudin Hara ü Liquid ü Pearls ü Pudin Hara Lemon Freeze Sachet ü Dabur Nature Care ü – OTC Health Care ü Gastro Intestional ü Dabur active antacid ü Cough & Cold ü Dabur Honitus ü cough remedy syrup ü Lozenges ü Rejuventation ü Shilajit gold ü Women’s health ü Dabur active blood purifier ü Memory Enhancer ü Dabur Shankha Pushpi ü Medicated Oils ü Dabur Badam Oil (Tail) ü Baby Care ü ü ü Dabur Lal Tail Dabur Janam Ghunti Dabur Gripe water ü Rubs and Balms ü Dabur Balm Double action Length: total number of items in product lines

BRAND? ? ?

Brand It is a name, term, design, symbol, , or any other feature that identifies one seller’s good or services as distinct from those of other seller.

A sum of parts Functional Product Attributes + Rational (Head) Symbolic Values & Associations Emotional (Heart) The Brand

Brands: Characteristics Consistency Quality & Value Attributes Advantages of Brand Names Defense Against Competition Brand Equity Credibility Identification Loyalty Awareness

Major Branding Decisions Brand Name Selection Protection Brand Sponsor Manufacturer’s Brand Private Brand Licensed Brand Co-branding Brand Strategy New Brands Line Extensions Brand Extensions Multibrands

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

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

Brand Sponsor: • Manufacturer’s Brand: Indica • Private Brand: Big Bazar-Tasty Treat, More-Feaster • Licensed Brand: Coke • Co-branding: Bank+ Insurance

Brand Strategies Product Category Brand Name Existing Line Extension Kellogg in different taste New Multibrands Lux, Rexona, Lifebuoy Household Care Products | Surface Care - Colgate India New Brand Extension Johnson baby soap, Johnson shampoo New Brands Boroline, Eleen

Packaging and Labeling Products Competitive Advantages Sales Tasks Packaging Product Safety Identifies Labeling Promotes Describes

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.

Supermarket trolley 'comes with DVD player' ØTesco is reportedly to introduce trolleys to its supermarkets that come specially equipped with DVD and CD players for children. ØThe Daily Star says the retailer came up with the idea after finding that 75 per cent of parents find shopping with children stressful. ØThe store says the DVD could also feature educational features such as spelling and maths games. ØChild psychologist Professor Kevin Browne says the store's move is a great idea for keeping children busy.

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