Strategic Marketing Fall 2005 Tinker AFB Campus. Chapter Eleven Setting Product and Brand Strategy. The Product and the Product Mix. Product is anything that can be offered to a market to satisfy a want or need. [Fig. 11.1, p. 212] Product Levels [Fig. 11.2, p. 213] core benefit,
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Setting Product and Brand Strategy
Product is anything that can be offered to a market to satisfy a want or need. [Fig. 11.1, p. 212]
A product line is a group of products that are closely related because they perform a similar function, are sold to the same customer groups, are marketed through the same channels, or fall within given price ranges.
Price premium with Brand-Name Companies.
What is a brand?
Issues related to brand name, logo, colors, tagline, and symbol.
Packaging - All the activities of designing and producing the container for the product.