Haagen-Dazs ice-cream project

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Products, Services,

and Brands Building Customer Value

MARKETING AN INTRODUCTION

Armstrong/Kotler

What is a Product?

A product is anything that can be offered to a market for attention,

acquisition, use, or

consumption that

might satisfy a want

or need.

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Services

Services are a form of product that consist

of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.

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Three Levels of Product

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Notes to Accompany Slide:

The most basic level is the core customer value, which addresses the question “What is the buyer really buying?” At the second level, product planners must turn the core benefit into an actual product. They need to develop product and service features, design, a quality level, a brand name, and packaging. Finally, product planners must build an augmented product around the core benefit and actual product by offering additional consumer services and benefits.

Consumer Products

Consumer products are products bought by final consumer

for personal

consumption.

Convenience

Shopping

Specialty

unsought

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Industrial Products

Industrial products are those purchased for further processing or for use in conducting a business

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Notes to Accompany Slide:

Materials and parts include raw materials and manufactured materials and parts.

Capital items are industrial products that aid in the buyer’s production or operations, including installations and accessory equipment.

Supplies include operating supplies (lubricants, coal, paper, pencils) and repair and maintenance items (paint, nails, brooms).

materials and parts

capital items

supplies and services

Other Product/Service Classifications

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Organizations

Persons

Places

Ideas

Product and Service Attributes

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Product Quality

Product Features

Product Style and Design

Branding

identifies the maker or seller of a product or service.

A brand is a name, term, sign, symbol, or design, or a combination of these, that

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Packaging

Packaging involves designing and producing the container or wrapper for a product.

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Notes to Accompany Slide:

Companies are realizing the power of good packaging to create immediate consumer recognition of a brand.

Labeling

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Identifies the product or brand

Supports the brand’s positioning

Adds personality to the brand

Product Support Services

Customer service is an important element of product

strategy

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Product Line Decisions

closely related

Product line is a group of products that are

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Product Mix Decisions

A product mix (or product portfolio) consists of all the product lines and items that a particular seller offers for sale

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Notes to Accompany Slide:

Product mix width refers to the number of different product lines the company carries.

Product mix length refers to the total number of items the company carries within its product lines.

Product mix depth refers to the number of versions offered of each product in the line.

Consistency of the product mix refers to how closely related the various product lines are.

Width

Length

Depth

Consistency

Branding Strategy

Brand equity is the differential effect that knowing the brand name has on customer response to the product and its marketing

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Building Strong Brands

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