Business marketing homework
bryansbb
project_4_1.pptxProject #4
Product Management, Branding and Pricing
2
The Product Life Cycle (PLC)
Product Revenue
Profit
+
0
-
Consumer Adoption
Source: Grewal Levy M Marketing
4
Branding Strategies
Brand
No Brand
Manufacturer’s Brand
Private Brand
Individual Brand
Family Brand
Combi- nation
Individual Brand
Family Brand
Combi- nation
5
Pricing Strategies
Profit
Maximize target profit or return
Skimming
Sales
Market share/volume
Premium/Prestige, Penetration
Competitor
Status quo, At-above-below, Loss leader
Customer
Value, Price Lining
Other Approaches
Demand Based
Odd-Even, Bundles, Yield management
Cost-Based Pricing
Standard markup, Cost-plus , Experience curve
Source: Grewal Levy M Marketing
