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Product Could Be Physical Good (Cereal), Service (Airline) Etc

This document discusses the differences between brands and products, and provides information on branding strategies. It defines a product as something offered for consumption that satisfies a need, while a brand adds differentiating dimensions to a product. It then discusses elements of branding like brand image, developing product lines and mixes, and using Ansoff's matrix for growth strategies like market penetration, product development, market development and diversification.

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Anand Singh
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90 views10 pages

Product Could Be Physical Good (Cereal), Service (Airline) Etc

This document discusses the differences between brands and products, and provides information on branding strategies. It defines a product as something offered for consumption that satisfies a need, while a brand adds differentiating dimensions to a product. It then discusses elements of branding like brand image, developing product lines and mixes, and using Ansoff's matrix for growth strategies like market penetration, product development, market development and diversification.

Uploaded by

Anand Singh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Brand vs Product

A product is anything that can be offered to a


market for attention, acquisition, use, or
consumption that might satisfy a need or want.
Product could be physical good (cereal), service (airline) etc.

Brand is a product, but one that adds other


dimensions that differentiate it in some way from
other products designed to satisfy the same
need. These differences may be rational and
tangible (related to product performance) or
symbolic, emotional and intangible (what brand
represents)

The Product Offering


Potential Product
Augmented Product
Expected Product

Generic Product
Core Benefit

Source : Adapted from: P. Kotler, Marketing Management, 1994

What is a Brand ?
A collection of images and ideas
It refers to the concrete symbols such as
a name, logo, slogan, and design scheme.
A symbolic embodiment of all the
information connected to a company,
product or service.
Brand Elements
Different components of a brand that identify
and differentiate it from others

Brand image
In customers' minds, brands can have meanings that
take many different forms. For example, brands can
evoke:
attributes"This car is durable."
benefits"With such a durable car, I won't have to buy
another car for years."
values"This company certainly emphasizes high
performance."
culture"I like these cars because they reflect an
organized, efficient, high-quality culture."
personality"This car really shows off my stylish side."
user"That looks like the kind of car that a senior
executive would buy."

Branding
Brand is something that resides in the
minds of consumers
To brand a product
Name
Brand Elements

The key to branding is that consumers


perceive differences among brands in a
product category

Development of Product Lines


Product Line: a series of related
products
Motivation
Desire to Grow
Enhancing the Companys Position in the
Market
Optimal Use of Company Resources
Exploit the Product Life Cycle

11-6

The Product Mix


A companys assortment of product lines
and individual offerings
Product Width--the number of product lines
offered
Product Length--the number of items within a
product line
Product Depth--variations (types)of each
product in the line
11-7

Personal wash

Product Mix

Lux, Lifebuoy, Dove


Pears, Rexona,
Breeze,

Laundry

Surf excel
Wheel
sunlight

Skin care

Fair & lovely


Ponds
Vaseline

Hair care

Sunsilk
Clinic Plus

Oral care

Pepsodent
CloseUp

Deodorants

Axe
Rexona

Color cosmetics

Lakme

Ayurvedic

Aayush

Hindustan Unilever ltd

Product Mix Decisions


A firm may lengthen or widen its product
mix
A Company may decide to add variations
that will attract new users
A product may be pruned or altered, and
new product may extend the product life
cycle
Line extension: introduction of a new
product that is closely related to other
products in the firms existing line
11-9

Intensive Growth (Ansoff matrix)

CP

NP

CM

Market penetration

NM

Market development

Product
development
Diversification

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