7. Product, Services, and Branding Strategy. ROAD MAP: Previewing the Concepts. Define product and the major classifications of products and services. Describe the roles of product and service branding, packaging, labeling, and product support services.
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Product, Services, and Branding Strategy
Pure Tangible Good
A Krispy Kreme isn’t just a doughnut. It’s a truly sweet experience.
Materials and Parts
Raw materials, manufactured
materials, and parts
Products that aid in
buyer’s production or operations
Supplies and Services
Operating supplies, repair,
and maintenance items
Companies use corporate image advertising to market themselves to various publics. General Electric Stands for “imagination at work.”
Performance and Satisfaction Includes Level & Consistency
Differentiates a product from the competition; assessed based on value and cost
Style & Design
Style = Appearance
Design = heart of the productProduct and Service Attributes
The innovative Discover 2GO card is a gotta-have-it accessory for people who want to dash off to the gym, the mall, or a restaurant with nothing more than their keys and a credit card.
Dutch Boy recently came up with a long overdue innovation—paint in plastic containers with twist-off caps.
Innovative labeling can help to promote a product.
Lengthen within current rangeProduct Line Decisions
Product Line Length
Number of Items in the Product Line
Lengthen beyond current range.
Marriott added the Renaissance Hotels line to serve the upper end of the market and the TownePlace Suites line to serve the moderate and lower ends.
As Marriott’s product extension grew in popularity, it extended the product further.
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Beliefs and Values
Morton sells an entire line of salts and seasonings for every occasion.
Decide How Much to Standardize or AdaptInternational Product and Services Marketing
Packaging Presents New Challenges
Service Marketers Face Special Challenges
Trend Toward Global Service Companies Will Continue