Product, Branding, and Packaging Concepts
Product, Branding, and Packaging Concepts
Product, Branding, and Packaging Concepts
chapter 10
Product, Branding, and Packaging Concepts
What is a Product?
A Product is anything that can be offered to a
market for attention, acquisition, use, or
consumption and that might satisfy a want or
need.
Includes:
Physical Objects
Services
Events
Persons
Places
Organizations
Ideas
Combinations of the above 2
What is a Service?
ØBuy frequently & immediately ØBuy less frequently
ØLow priced ØHigher price
ØMass advertising ØFewer purchase locations
ØMany retail outlets ØComparison shop (prices, qualities,
ØSelf service basis (packaging is important) warranties, features)
i.e Candy, newspapers i.e Clothing, cars, appliances,
cameras, shoes.
Specialty Products Unsought Products
ØSpecial purchase efforts ØNew innovations
ØHigh price ØProducts consumers don’t
ØUnique characteristics want to think about
ØBrand identification ØRequire much advertising &
ØFew purchase locations personal selling
i.e Lamborghini, Rolex i.e Life insurance, blood donation, natural
catastrophe 6
Business products
Purchased on the basis of the an organization’s goals
and objectives
Functional aspects are more important than
psychological rewards
There are seven classifications:
1. Installations (expensive, time consuming, involve
investment of capital)
2. Accessory equipment (cheaper, treated as expense
item)
3. Raw materials(are bought and sold according
4. Component parts (identified)
5. Process materials (not identifiable)
6. MRO supplies (not part of the finished product, facilitate
production)
7. Business services (financial services, legal, marketing
research)
8.
Product line and product mix
Product item; A specific product of an
organization’s overall products. I.e., Chunky
White Kit-Kat.
Product line; A group of similar products in a
certain product category. I.e., shampoo
product line, product line, etc..
Product mix; Total or group of products
available in an organization, consisting of
width and depth.
1.Width; Is the number of product lines a
company offer.
2.Depth; Is the average number of product
items that exist in a product line.
Product Life Cycle
Sales and
Sales
Profits ($)
Profits
Time
Product Introduction Growth Maturity Decline
Develop
ment
Losses/
Investments ($)
9
Sales and Profits Over the Product’s Life From Inception to Demise
Introduction Stage of the PLC
Brand mark.
Example: Nike sign
Trademark.
VALUE OF BRANDING
Value is to both buyers and sellers.
Buyers benefits are as follows:
1. Brand names tell the buyer something about
Generic brands
Selecting brand names
Characteristics of brand names:
1.Easy to say, spell, and recall
2.Should indicate product benefits. Example, Vanish
3.Brand should be distinctive
4.Designed to be recognizable in all types of media
Who creates them?
Factors that affect the branding policy
decision
Influenced by the number of products and
product lines
Characteristics of its target market
Packaging
Activityof designing and
producing the container or
wrapper for a product.
Packaging used to just contain
and protect the product.
Packing now has promotional
value and marketers should:
Establish a packaging concept,
Develop specific elements of
the package,
Tie together elements to
support the positioning 30
and
marketing strategy.