BUS 332 – MARKETING MANAGEMENT

INDIVIDUAL ASSIGNMENT – CHAPTER 8

NAME: NGO THANH DAT

IRN: 2132300193

DATE:1/3/2025

1.​ How do businesses create value through the three levels of products and services? For
each level, students should
-​ Choose a real-world brand or company and analyze how the company the three
product levels in its business strategy
o​ Sectors should be in F&B, tourism and hospitality, healthcare and automobile
-​ From your personal viewpoints, how do companies use the three levels of products
and services to attract consumers?
2.​ Provide the classification of four types of consumer products—convenience products,
shopping products, specialty products, and unsought products—and how businesses
market them differently. Students will explain the consumer buying behavior, price,
distribution, promotion associated with each category and analyze real-world
examples.
-​ Be sure to deliver the above-mentioned criteria
-​ Be sure to deliver the real-world examples should come from industries like
technology, hospitality, or retail.
3.​ Deliver your understanding of product and service decisions at three levels: individual
product decisions, product line decisions, and product mix decisions. For each, students
should
-​ Define and describe each level
-​ Choose a real-world brand or company and analyze how the company applies this
level of product decision

1. How do businesses create value through the three levels of products and services?
 There are three levels of products and services in marketing: Core Benefit, Actual
Product, and Augmented Product. The core customer value, which answers the query,
"What is the buyer really buying?" is the first and most fundamental level. The second
level, product planners must turn the core benefit into an actual product. Lastly, product
planners need to create an enhanced product based on the primary benefit and the actual
product by.
Example Industry: F&B – Highlands Coffee
Core Benefit: The core benefit that Highlands Coffee offers is a premium, genuine
Vietnamese coffee experience in a contemporary environment.
Actual Product: Highlands Coffee’s menu includes traditional Vietnamese coffee (Phindi
coffee, original coffee drinks), modern drinks (latte, freeze matcha), and a premium café
atmosphere for customers.
Augmented Product: Highlands appeals to young urban consumers with a strong brand
identity, a loyalty program, and a mobile ordering app. Loyalty programs: Through the
Highlands Coffee App, users can accrue points that can be transferred for special offers
and discounts.
Digital and delivery services: Highlands provides home delivery and online ordering
through partnerships with GrabFood, ShopeeFood.
How Highland Cafe attracts their customers?: Loyalty: Highlands Coffee draws in both
domestic and international customers by offering premium Vietnamese coffee together
with an international café experience.
Digital Innovation: Highlands facilitates consumer interaction with the business by
offering delivery options, mobile ordering, and loyalty incentives.
Experience with Community and Socialization: Highlands cafés are intended to be
lifestyle destinations where people come to relax, work, and interact.

2. Provide the classification of four types of consumer products—convenience products,

shopping products, specialty products, and unsought products—and how businesses market them
differently. Students will explain the consumer buying behavior, price, distribution, promotion
associated with each category and analyze real-world examples.
+ Convenience Products: Low-cost, often purchased goods that need little consumer effort to
choose are known as convenience products.
Consumers Buying Behavior: Low customer involvement and frequent purchasing.
Price: Low
Distribution: widespread distribution, with many sites offering it.
Promotion: extensive advertising, discounts, and in-store events, mass promotion.
Examples: Vinamilk Dairy Products
When it comes to milk, yogurt, and dairy products, Vinamilk is a well-known brand in Vietnam.
People frequently purchase these things for their families without giving them any attention.
Marketing Plan:
Broad distribution: Available at convenience stores, supermarkets, and even little mom-and-pop
stores.
Advertising everywhere: The brand is frequently maintained on advertisements, television
advertisements, and social media.
Regular promotions: Vinamilk's discounts and package offers further simplify the decision to
choose it over rivals.
+ Shopping Products: Before making a purchase, shoppers compare shopping products according
to features, quality, and pricing. Less frequently purchased prodiucts.
Consumer Buying Behavior: Medium to high involvement, comparison shopping.
Price: Higher price
Distribution: Selective distribution.
Promotion: Personal selling, brand differentiation, influencer marketing by both sellers and
buyers.
Example: Biti's Sneakers
Customers compare Biti's Hunter sneakers to brands like Adidas and Nike before making a
purchase, making them a perfect illustration of buying items.
Marketing Plan:
supplied for sale on Biti's official retail locations, in large shopping centers, and online.
Vietnamese identity and quality are used to differentiate the brand.
Influencer and celebrity marketing (such as the "Đi để trở về" campaign with Sơn Tùng M-TP).
+ Specialty Products: Specialty goods have distinctive qualities or brand identities that increase
brand loyalty. These goods are frequently high-end and unique.
Consumer Buying Behavior: Strong brand preference, low price sensitivity.
Price: Highest price
Distribution: Exclusive distribution in only one of a few outlets.
Promotion: More carefully targeted promotion by both sellers and buyers.
Example: The hospitality sector's Vinpearl Luxury Resorts
Vinpearl caters to affluent tourists seeking exclusivity and first-rate services by providing a
luxurious resort experience.
Marketing Plan:
Exclusive to upscale areas (Nha Trang, Phú Quốc, Đà Nẵng).
Upscale advertising strategies aimed at wealthy clients.
Provides individualized services (exclusive beach access, private villas).
+ Unsought Products
Consumer Buying Behavior: Low awareness.
Price: Varies.
Distribution: Limited distribution, personal selling.
Promotion: Aggressive marketing, personal selling by the producers and sellers.
Example: Vietnamese Example: Bao Viet Life Insurance Most consumers do not worry about life
insurance on a daily basis, but it becomes crucial during crises or financial planning.
Marketing Plan:
Selling directly to consumers through insurance agents.
Advertisements that educate consumers about the value of financial security.
Collaborations to incorporate life insurance into digital financial solutions with banks and fintech
firms.

3.Deliver your understanding of product and service decisions at three levels: individual product
decisions, product line decisions, and product mix decisions.

-​ Individual Product Decisions: This level focuses on specific details of a single product,
including:
●​ Product attributes (quality, design, features)
●​ Branding (logo, name, identity)
●​ Packaging (design, produce container)
●​ Labeling (brand support positioning, connect with customers
●​ Support services (customer service)
-​ A product line is a group of products that are closely related: Have similar functions,
manner and customer groups and are sold through similar outlets or fall within given
price ranges. Product line length is the number of items in the product line.Product line
filling (adding more items within the present range of the line).

Product line stretching (lengthens its product line beyond its current range)

downward, upward, or both ways.

-​ Product Mix: Consists of all the product lines and items that a particular seller offers for
sale. Key decisions include:
 ●​ Width – The number of product lines a company has.
●​ Length – The total number of products across all lines.
●​ Depth – Variations of each product.
●​ Consistency – Relativity of the various product lines in end use, production requirements,
distribution channels, or some other aspect

1. Individual Product Decisions: Concentrating on Just One Item: At this stage, a single
product's features, branding, packaging, and customer experience are all improved.

-​ Example: Highlands' Phin Coffee is a high-quality product that uses premium

Vietnamese Robusta beans for a robust flavor.
-​ Branding: Vietnam's coffee culture is associated with the Highlands Coffee name.
-​ Packaging: Features sleek, contemporary designs for effortless identification. -Experience
for customers: Available for delivery, takeout, and in-store.

2. Product Line Decisions: Handling Related Products

A collection of related products sold under the same brand is called a product line.
Businesses choose which product variations to provide, how many items to offer, and
whether to grow.

Example: The Drink Menu at Highlands,Highlands has a variety of cocktails to suit any
palate:

-​ Conventional coffee (Cà phê sữa đá, Phin coffee)

-​ Contemporary beverages (Cappuccino, Latte, and Espresso)
-​ Tea-based beverages (Trà Xoài, Trà Sen Vàng)
-​ Cold beverages (chocolate, matcha)

3. In addition to beverages, Highlands Coffee offers cuisine, merchandise, and digital

services.

-​ Coffee Drinks: Phin Coffee, Espresso, Latte

-​ Tea Drinks: ,Mango Tea,..
-​ Freeze Beverages: Matcha Freeze, Chocolate Freeze
-​ Packaged Coffee: Highlands Ground Coffee, Instant Coffee
-​ Bakery & Snacks: Bread, Croissants, Cakes.
-​ Merchandise: Tumblers,...
-​ Digital & Delivery: Highlands Mobile App, GrabFood partnerships
Highlands controls the mix of its products:

-​ Consistency: Highlands' central concept of Vietnamese café culture is reflected in every

product.
-​ Expansion: To stay up with trends, new categories are introduced, such as products and
online ordering.
-​ Market Adaptation: Highlands offers locally produced culinary items and modifies its
menu to suit local preferences.