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Transcript of Kotler POM13e Student Chapter 08-Product
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Chapter 8 - slide 1Copyright 2009 Pearson Education, Inc.
Publishing as Prentice all
Chapter Eight
Product, !er"ices, and #rands$
#uilding Custo%er &alue
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Chapter 8 - slide 2Copyright 2010 Pearson Education, Inc.
Publishing as Prentice all Adapted by Giang Nguyen
Product, !er"ices, and #randing!trategy
'hat Is a Product(
Product and!er"ices )ecisions
#randing !trategy$
#uilding !trong#rands
!er"ices *ar+eting
opic utline
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Chapter 8 - slide Copyright 2010 Pearson Education, Inc.
Publishing as Prentice all Adapted by Giang Nguyen
'hat Is a Product(
Productis anythingthat can be offered ina market for attention, acquisition, use,or consumption that might satisfy aneed or want
Products include more than just tangibleobjects. Broadly defined, products alsoinclude services, events, persons, places,
ideas or mixes of these.
A companys market offering often includesboth tangible goods and ser!ices.
Pure tangible goods Pure ser!ices
Goods"and"ser!ices combinations
Products, !er"ices, and E/periences
!er"iceis any acti!ity orbenefit that one party offers toanother that is essentiallyintangible and does not resultin the o#nership of anything.
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Chapter 8 - slide Copyright 2010 Pearson Education, Inc.
Publishing as Prentice all Adapted by Giang Nguyen
'hat Is a Product(
As products and ser!ices becomemore commoditi$ed, companiesare mo!ing to a ne# le!el increating !alue for customers. %odierentiatetheir offers, firmscreate and manage custo%ere/periences.
Products, !er"ices, and E/periences
E/periencesrepresent hatthe product or ser!ice ill
do orthe customer &rather than represent theproduct'ser!ices features(.
)or e*ample+ #hat are the e*periences that banks pro!ide to itscustomers
-afety, -uccess. hat else
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Chapter 8 - slide 3Copyright 2010 Pearson Education, Inc.
Publishing as Prentice all Adapted by Giang Nguyen
'hat Is a Product(
/*ample+
http+''###.youtube.com'#atch!0e#$1"
!23As4 + -ingapore airlines commercial http+''###.youtube.com'#atch!0lflsrPB5q6
+ %hai Air#ays commercial
http+''###.youtube.com'#atch!0BGtA*7ogP81 + 9ietnam airlines %9:
E/perience
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Chapter 8 - slide 4Copyright 2010 Pearson Education, Inc.
Publishing as Prentice all Adapted by Giang Nguyen
'hat Is a Product(Products, !er"ices, and E/periences
Product planners need tothink about products'ser!iceson ; le!els, each le!el addsmore customer !alue.< Core customer value+ #hat is
the buyer really buying :orebenefits customers seek.
< Actual product:product'ser!ice features,design, quality, brand name,packaging.
< Augmented product:additional consumer ser!icesand benefits.
Guarantee,installationser!ices
=G brand
name, =Gfridge, =Gdesign
-toringfoods tokeep themfresh andnutritious
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Copyright 2010 Pearson Education, Inc.
Publishing as Prentice all Adapted by Giang Nguyen
'hat Is a Product(
Product and !er"ice Classiications
:on!enienceproducts-hopping products
-pecialty products4nsought product
>aterials and parts
:apital items-upplies andser!ices
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Copyright 2010 Pearson Education, Inc.
Publishing as Prentice all Adapted by Giang Nguyen
'hat Is a Product(
Consu%er products are products andser!ices for personal consumption
:lassified by ho# consumers buy them+
< :on!enience products
< -hopping products
< -pecialty products
< 4nsought products%hese products differ in the #ay consumers buy them and in
ho# they are marketed?
Product and !er"ice Classiications
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Copyright 2010 Pearson Education, Inc.
Publishing as Prentice all Adapted by Giang Nguyen
'hat Is a Product(
Con"enience products are consumer products andser!ices that the customer usually buys frequently,immediately, and #ith a minimumcomparison and
buying effort Ne#spapers
:andy
)ast food
=aundry detergent
6ocation+ marketers place them in many locations tomake them readily a!ailable #hen customers need.
Product and !er"ice Classiications
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Copyright 2010 Pearson Education, Inc.
Publishing as Prentice all Adapted by Giang Nguyen
'hat Is a Product(
!hopping products are less frequently purchased consumerproducts and ser!ices that the customer comparescarefullyon suitability, quality, price, and style
)urniture 4sed cars
Appliances
Airline ser!ices
:lothing6ocation+ marketers distribute them through fe#er outlets but
pro!ide deeper sales support.
Product and !er"ice Classiications
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Chapter 8 - slide 11Copyright 2010 Pearson Education, Inc.
Publishing as Prentice all Adapted by Giang Nguyen
'hat Is a Product(
!pecialty products are consumerproducts and ser!ices #ithunique characteristics orbrand identification for #hich a
significant group of buyers is#illing to make a specialpurchase effort
>edical ser!ices
:ars 8esigner clothes
@igh"end electronics &e.g. high"priced photographic equipment(
Product and !er"ice Classiications
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Chapter 8 - slide 12Copyright 2010 Pearson Education, Inc.
Publishing as Prentice all Adapted by Giang Nguyen
'hat Is a Product(
7nsought products are consumer products that the consumerdoes not kno# about or kno#s about but does not normally thinkof buying
=ife insurance )uneral ser!ices http+''###.youtube.com'#atch!0%5h2jBnC5
Blood donations
4nsought products require a lot of ad!ertising, personal selling andother marketing efforts
Product and !er"ice Classiications
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Chapter 8 - slide 1Copyright 2010 Pearson Education, Inc.
Publishing as Prentice all Adapted by Giang Nguyen
*ar+eting considerations or Consu%er products
*ar+etingconsideration
ypes o consu%er product
Con"enience !hopping !pecialty 7nsought
:ustomer buyingbeha!iour
)requentpurchase, littleplanning, littlecomparison orshopping effort,lo# customerin!ol!ement
=ess frequentpurchase, muchplanning andshopping effort,comparison ofbrands on price,quality, style
-trong brandpreference andloyalty, specialpurchase effort,little comparison ofbrands, lo# pricesensiti!ity
=ittle producta#areness,kno#ledge &or, ifa#are, little ore!en negati!einterest(
Price =o# price @igher price @igh price 9aries
8istribution idespreaddistribution,con!enientlocations
-electi!edistribution infe#er outlets
/*clusi!edistribution in onlyfe# outlets permarket area
9aries
Promotion >ass promotionby the producer
Ad!ertising andpersonal selling byboth producer andretailer
>ore carefullytargetedpromotion by bothproducer Dresellers
Aggressi!ead!ertising andpersonal selling byproducer Dresellers
/*amples %oothpaste,maga$ines,
laundrydetergent
>ajor appliances,t!, furniture,
clothing
=u*ury goods&Eole* #atches(
=ife insurance,Eed :ross
donation
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Chapter 8 - slide 1Copyright 2010 Pearson Education, Inc.
Publishing as Prentice all Adapted by Giang Nguyen
'hat Is a Product(
Industrial products are products purchased forfurther processing or for use in conducting a
business :lassified by the purpose for #hich the
product is purchased< >aterials and parts
< :apital items
< -upplies and ser!ices
Product and !er"ice Classiications
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Chapter 8 - slide 13Copyright 2010 Pearson Education, Inc.
Publishing as Prentice all Adapted by Giang Nguyen
'hat Is a Product(
*aterials and parts include ra# materialsand manufactured materials and partsusually sold directly to industrial users./*ample " Ea# material products+ farm products,natural products &fish, fruits, iron ore(.>anufactured products+ component materials
&iron, cement( D component parts &motors(
Capital ite%s are industrial products that aidin the buyers production or operations,including installation and accessoryequipment. /.G < 5nstallations are majorpurchase &buildings, factories, fi*ed equipment(.Accessory equipment are factory equipment &lifttrucks( and office equipment &computers, fa*machies(.
Product and !er"ice Classiications
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Chapter 8 - slide 14Copyright 2010 Pearson Education, Inc.
Publishing as Prentice all Adapted by Giang Nguyen
'hat Is a Product(
*aterials and parts Capital ite%s
!upplies and ser"ices include operating supplies &paper,pencils, coal(, repair and maintenance items &paint, nails(, andbusiness D repair ser!ices indo#n cleaning, computer repair(
and business ad!isory ser!ices &legal, management orad!ertising consultance(. -upplies are the con!enience product ofthe industrial field. %hey are usually purchased #ith minimum effort.
Product and !er"ice Classiications
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Chapter 8 - slide 15Copyright 2010 Pearson Education, Inc.
Publishing as Prentice all Adapted by Giang Nguyen
'hat Is a Product(
5n addition to tangible products D ser!ices, marketers also broadensthe concept of a product to include other marketing offerings any big"name companies use %igeroods to link themsel!es #ith, including Nike, American /*press,
Gillette.Place %ar+eting$ acti!ities to create, maintain or change attitudes
to#ard particular places. -uch as F8isco!er :hina no# or F>alaysia< %ruly Asia or F9ietnam < the hidden :harm.
http+''###.youtube.com'#atch!0H=@cg3/ylI5
http+''###.youtube.com'#atch!0Bku!:p:gJoJ
rganiations, Persons, Places, and Ideas
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Chapter 8 - slide 18Copyright 2010 Pearson Education, Inc.
Publishing as Prentice all Adapted by Giang Nguyen
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Chapter 8 - slide 19Copyright 2010 Pearson Education, Inc.Publishing as Prentice all Adapted by Giang Nguyen
'hat Is a Product(
rganiation %ar+eting
Person %ar+eting
Place %ar+eting
!ocial %ar+eting is the use of
commercial marketingconcepts and tools inprograms designed toinfluence indi!idualsbeha!ior to impro!e their#ell"being and that of
society.
Eemember anti"smoking adsHr Ktraffic accident#arning outdoor boards
rganiations, Persons, Places, and Ideas
P d t d ! i ) i i
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Chapter 8 - slide 20Copyright 2010 Pearson Education, Inc.Publishing as Prentice all Adapted by Giang Nguyen
Product and !er"ices )ecisions
Product attributesare the benefits of the product or ser!ice. %hey are+
ualityhas I dimensions+ le!el and consistency. Performance quality &le!el(+ the
ability of a product to perform its functions, this supports the positioning. )or e*ample a>ercedes has higher performance quality than a :he!rolet+ smoother ride and bettershock"resistant. Conformance quality &consistency(+ free from defects and consistent indeli!ering a le!el of performance. /.g+ )uel consumption of the car must be consistent.Apple !s -amsung #hile -amsung screen is not consistent in quality.
:eatures+ dimensions, source ingredients, ser!ices, structures, aesthetic characteristics,
performance, components, materials. )eatures are competiti!e tool for differentiating. !tyle and design$ style is the appearance of a product, design is more than justappearance, its include architecture and building of product. 5t contributes to theusefulness as #ell as the look. /.g+ the ne# design of chilly sauce bottle helps to squee$ethe bottle to final drops
1. Indi"idual Product and !er"ice )ecisions
>arketers make product and ser!ice decisions at threele"els+ indi!idualproduct decisions, product line decisionand product mi* decision
Productattributes
Branding Packaging =abelling Productsupportser!ices
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Chapter 8 - slide 21Copyright 2010 Pearson Education, Inc.Publishing as Prentice all Adapted by Giang Nguyen
Product and !er"ices )ecisions
#rand is the name, term, sign, ordesignLor a combination oftheseLthat identifies the makeror seller of a product or ser!ice.
#rand e;uity is the differentialeffect that the brand name hason customer response to theproduct and its marketing.
Branding helps buyer in+
" Identifying products that mightbenefit them
" Distinguish product quality andconsistency
1. Indi"idual Product and !er"ice )ecisions
Branding helps sellers in some #ays+
" 5t is the basis on #hich a #holestorycan be built about a products
special qualities." 5tprotectsand distinguish the
sellers from their competitors.
" Brands also help seller to segmentmarkets. /.g+ %oyotas =e*us,
Prius, =and :ruiser, etc.
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Chapter 8 - slide 22Copyright 2010 Pearson Education, Inc.Publishing as Prentice all Adapted by Giang Nguyen
Product and !er"ices )ecisions
Pac+agingin!ol!es designingandproducingthe container or #rapper fora product.
%raditionally, main function of the package
is to hold and protect the product. @o#about no#
Packaging helps topromotethe product onshel!es. 5t also gi!es a company ad!antageo!er competitors and boost sales.
Packaging helps to attractcustomers attention,and describe the product .
/*ample+ @ein$s ketchup bottle+ quickly squee$eand better fit #ith the fridges door.
9ideo of 5nno!ati!e Packaging &NPP(
1. Indi"idual Product and !er"ice )ecisions
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Chapter 8 - slide 2Copyright 2010 Pearson Education, Inc.Publishing as Prentice all Adapted by Giang Nguyen
Product and !er"ices )ecisions
6abeling6abelsidentifythe product or brand,
describe attributes, and pro!idepromotion. =abels range fromsimple tags to products to comple*
graphics that are part of thepackage.
%he label describes some things about theproduct+ homade it, hereit #asmade, henit #as made, its contents,
hoit is to be used, etc.=abels also help to identify products or
brands and to promote the brand,support its positioning and connect #ithcustomers.
1. Indi"idual Product and !er"ice )ecisions
@o#e!er, there are someissues#ith labels+ labels can
mislead customers, fail todescribe importantingredients, fail to includeneeded safety #arnings.
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Chapter 8 - slide 23Copyright 2010 Pearson Education, Inc.Publishing as Prentice all Adapted by Giang Nguyen
Product and !er"ices )ecisions1. Indi"idual Product and !er"ice )ecisions
Product support ser"ices$ a companys offerusually includes some support ser!ices.
)or e*ample+ after"sale ser!ice of many products,
including mobile phones, cars, printers, laptops, etc.
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Chapter 8 - slide 24Copyright 2010 Pearson Education, Inc.Publishing as Prentice all Adapted by Giang Nguyen
Product and !er"ices )ecisions
Product lineis a group ofproducts that are closelyrelated because theyfunction in a similar manner,are sold to the samecustomer groups, aremarketed through the sametypes of outlets, or fall #ithin
gi!en price ranges/*ample+ :lassic :oke, Easberry 8iet
:oke, =emon 8iet :oke, =ime 8iet:oke, Black :herry M 9anilla :oke
2. Product 6ine )ecisions
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Chapter 8 - slide 25Copyright 2010 Pearson Education, Inc.Publishing as Prentice all Adapted by Giang Nguyen
Product and !er"ices )ecisions
Product linelength is the number of items in the product line.%he line is too short #hen the manager can increase profits by adding items. %he line
is too long #hen the manager can increase profits by dropping items.
%he firm can e*pand its product line in t#o #ays+ 6ine illing$ adding more items #ithin the present range of the
line. /.g+ :okes !arious fla!or products. 6ine stretching+ lengthen a firms product beyond its current
range, by do#n#ard, up#ard or both #ays.
< /.g+ %oyota launched =e*us as up#ard #hile launched its 1arisith the price of O6,OO( as do#n#ard.
Product 6ine )ecisions
4p#ard 8o#n#ard
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Chapter 8 - slide 28Copyright 2010 Pearson Education, Inc.Publishing as Prentice all Adapted by Giang Nguyen
Product and !er"ices )ecisions
Product %i/ =or product portolio> consists of all the products anditems that a particular seller offers for sale. )or e*ample+ -onysdi!erse portfolio of 6 primary product businesses+ -ony :omputer/ntertainment &games(, -ony Pictures /ntertainment &mo!ies, %9sho#s, music, 898(, -ony /lectronics, -ony )inancial ser!ices &lifeinsurance, banking(, etc.
)our important dimensions for a companys product %i/ are+
'idth+ refers to the num!er of different product lines the company carries.-onys #ide range of consumer D industrial products.
6ength+ total number of itemsthe company carries ithin its product lines.-ony carries many products #ithin each line.
)epth+ the number of !ersions offered of each product in the line. /.g+-ony has a !ery deep product mi*, it can offer any kind of %9+ tube, flat,@8, =:8, etc.
Consistency+ refers to ho# closely related the !arious product lines arein end use, production requirements, distribution channels.
Product *i/ )ecisions
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Chapter 8 - slide 29Copyright 2010 Pearson Education, Inc.Publishing as Prentice all Adapted by Giang Nguyen
#randrepresents theconsumers perceptionsand eelingsabout a
product and itsperformance. 5t is thecompanys promise todeli!er a specific set of
features, benefits,ser!ices, and e*periencesconsistently to the buyers
#randing !trategy$ #uilding !trong #rands
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Chapter 8 - slide 0Copyright 2010 Pearson Education, Inc.Publishing as Prentice all Adapted by Giang Nguyen
#rand e;uity$ the differential effect that kno#ing the brand
name has on customer response to the product or itsmarketing. It"s a measure of the !rand"s a!ility tocapture consumer preference and loyalty.
A brand #ith high brand equity is a !ery !aluable asset.
Brands such as :oca":ola, Nike, 8isney, >c8onaldsbecome larger"than"life icons that maintain their po#erin the market for years. Brands such as Google,1ou%ube, Apple create fresh consumer e*citement.
#randing !trategy$ #uilding !trong #rands
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Chapter 8 - slide 1Copyright 2010 Pearson Education, Inc.Publishing as Prentice all Adapted by Giang Nguyen
#rand e;uity
>arketers can measure !rand strength along 6 consumerperception dimensions+
)ierentiation+ #hat makes the brand stand out
?ele"ance+ ho# consumers feel it meets their needs
@noledge+ ho# much consumers kno# about the brand
Estee%+ ho# highly consumers regard and respect the brand.
Brands #ith strong brand equity rate high on all of thesedimensions.
hen company ha!e a high brand e;uity, it #ill achie!e+
#rand Aareness, #rand Associations, #rand 6oyalty and
Percei"ed ;uality.
#randing !trategy$ #uilding !trong #rands
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Chapter 8 - slide 2Copyright 2010 Pearson Education, Inc.Publishing as Prentice all Adapted by Giang Nguyen
#randing !trategy$ #uilding !trong#rands
*aBor #rand !trategy )ecisions
#rand positioning
AttributesBenefitsBeliefs and !alues
#rand na%e
selection
-electionProtection
#rand sponsorship
>anufacturers brandPri!ate brand=icensing:o"branding
#rand de"elop%ent
=ine e*tensionsBrand e*tensions>ultibrandsNe# brands
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Chapter 8 - slide Copyright 2010 Pearson Education, Inc.Publishing as Prentice all Adapted by Giang Nguyen
#randing !trategy$ #uilding !trong#rands
Brand strategy decisions include+
Product attributes$ position the brand on product attribute. %his
shouldnt be used much because competitors can easily copyattributes. /.g+ using 8@A in ad!ertising milk po#er products+ Nestle, 8ielacAlpha, /nphaGro#.
Product beneits$A brand can be better positioned by associating itsname #ith a desirable benefit. /.g+ Nike on performance, =e*us on quality,)ed/* on guaranteed on time deli!ery, Apple on user"friendliness.
Product belies and "alues$ the strongest brand goes beyondattribute or benefit positioning. %hey are positioned on strong beliefsand !alues. -uccessful brands engage customers on a deep,emotional le!el. /.g+ insurance brands, :anon < 8elighting you al#ays,
#rand Positioning
>arketers can position their brands at three le!elsdescribed belo#.
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Chapter 8 - slide Copyright 2010 Pearson Education, Inc.Publishing as Prentice all Adapted by Giang Nguyen
#randing acti"ity
9ideo of Air Ne# Qealand Ks special
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Chapter 8 - slide 3Copyright 2010 Pearson Education, Inc.Publishing as Prentice all Adapted by Giang Nguyen
#randing !trategy$ #uilding !trong #rands
8esirable qualities for a brand name include+
1. !uggest beneits and ;ualities+ =and:ruiser,9ietnam#orks, @otjobs, =ean :uisine, =otte 2ylitol,etc.
2. Easy to pronounce, recognie, and re%e%ber$
iPod, 3et-tar, Nike, Ama$on.com, >ekong, -umo
BBR, etc.. )istincti"e+ =e*us, 5nno!a, Gala*y, etc.
. E/tendable =to other categories>$5B>,Ama$on.com, -ony
3. ranslatable or the global econo%y$
Eemember 5rish >ist &>ist means fertili$er in
German( G>s No!a means F8oesnt Go in-panishS Pi$$a @ut PTQone+ FPe Qon meansFnipple in -panish.
4. Capable o registration and legal protection$ abrand name cannot be protected if it reuses or issimilar to e*isting brand names.
#rand a%e !election
i+eoffended>uslims in 3une,O77 #hen theUflaming airU logo forits Nike Air sneakerslooked too similar to
the Arabic form ofGodTs name, UAllahU.Nike pulled morethan ;J,VVV pairs ofsneakers from themarket
#randing !trategy$ #uilding !trong
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Chapter 8 - slide 4Copyright 2010 Pearson Education, Inc.Publishing as Prentice all Adapted by Giang Nguyen
#randing !trategy$ #uilding !trong#rands
*anuacturer
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Chapter 8 - slide 5Copyright 2010 Pearson Education, Inc.Publishing as Prentice all Adapted by Giang Nguyen
#randing !trategy$ #uilding !trong#rands
>anufacturers brand &or national brand( !ersusPri!ate brand
=icensed brand+ some companies license namesor symbols pre!iously created by othermanufacturers, names of #ell"kno#n celebrities
or characters from popular mo!ies D books.< )or e*ample+ sellers of childrens products use famous
character names #ith their items, such as innie thePooh, -cooby 8oo, @arry Porter, etc.
:o"brand+ occurs #hen t#o established brand
names of different companies are used on thesame product.< /.g+ -ony /ricsson, NikeMiPod -port Wit,
9irgin >aster :ard, )iat < >attel created Barbie car
< hat are disa!antages and ad!antages of :o"branding
#rand !ponsorship
#randing !trategy$ #uilding !trong
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Chapter 8 - slide 8Copyright 2010 Pearson Education, Inc.Publishing as Prentice all Adapted by Giang Nguyen
#randing !trategy$ #uilding !trong#rands
6ine e/tensions$ e*tends e*isting brand names to ne# forms, colors, si$es,ingredients or fla!ors of e*isting product category. /.g+ Ninh %huan -ea salt,Ninh %huan chilly salt, Ninh %huan pepper salt, Ninh %huan fi!e"spices salt.
#rand e/tensions$ e*tends current brand name to ne# or modified
products in a ne# category. Wimberly :lark e*tended its @uggies brand fromdiapers to a full line of toiletries for toddlers, including+ shampoos, lotions,etc.
*ultibrands+ additional brands in the same category. PDGs laundrydetergents, remember Hr 4nile!ers soaps+ 8o!e, =ifebuoy, =u* .
e brands$ Pepsi introduced its ne# snacks )rito =ay.
#rand de"elop%ent
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Chapter 8 - slide 9Copyright 2010 Pearson Education, Inc.Publishing as Prentice all Adapted by Giang Nguyen
)iscussion
%hink of any brand and analy$e #hichstrategy in the brand de!elopment it
might be.
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Chapter 8 - slide 0Copyright 2010 Pearson Education, Inc.Publishing as Prentice all Adapted by Giang Nguyen
!er"ices *ar+eting
-er!ice industry is gro#ing !ery fast and !ary greatly+
Do"ern%ent+ offer ser!ice through courts,employment ser!ices, hospitals, military ser!ices,polic and fire departments, postal ser!ice and schools
Pri"ate not-or-proit organiations$ museums,charities, churches, colleges, foundations andhospitals.
#usiness ser"ices$ banks, airlines, hotels, insurancecompanies, consulting firms, medical and legalpratice, entertainment companies, real"estate firms,retailers and others.
ypes o !er"ice Industries
!er"ices *ar+eting
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Chapter 8 - slide 1Copyright 2010 Pearson Education, Inc.Publishing as Prentice all Adapted by Giang Nguyen
!er"ices *ar+eting
A company must consider 6 special ser!ice characteristics #hendesigning marketing programs
Intangibility+ ser!ices cannot be seen, tasted, felt, heard,touched or smelled before the purchase.
Inseparability$ ser!ices cannot be separated from the pro!iders,
#hether the pro!iders are people or machines. Pro!ider"customer interaction is a special feature of ser!ices marketing.
&ariability$ the quality of ser!ice depends on #ho pro!ides themas #ell as #hen, #here and ho# they are pro!ided, thus, it is!ariable from situation to situation.
Perishability$ ser!ices cannot be stored for later sale or use. 5nforeign countries, if you missed a doctors appointment, you arestill charged for the fees because at your appointment time, thedoctor has to cancel other patients booking.
ature and Characteristics o a !er"ice
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Chapter 8 - slide 2Copyright 2010 Pearson Education, Inc.Publishing as Prentice all Adapted by Giang Nguyen
!er"ices *ar+eting
5n addition to traditional marketingstrategies, ser!ice firms often require
additional strategies -er!ice"profit chain
5nternal marketing
5nteracti!e marketing
*ar+eting !trategies or !er"ice :ir%s
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Chapter 8 - slide Copyright 2010 Pearson Education, Inc.Publishing as Prentice all Adapted by Giang Nguyen
!er"ices *ar+eting
!er"ice-proit chain links ser!ice firm profits #ith employeeand customer satisfaction. %he chain consist links+
Internal ser"ice ;uality$ superior employee selectionand training, quality #ork en!ironment
!atisied and producti"e ser"ice e%ployees$ moresatisfied, loyal and hard#orking employees
Dreater ser"ice "alue$ more effecti!e and efficientcustomer !alue creation and ser!ice deli!ery
!atisied and loyal custo%ers$ satisfied customer #horemain more loyal, repeat purchase and refer other
customers. ealthy ser"ice proits and groth$ superior ser!ice
firm performance
*ar+eting !trategies or !er"ice :ir%s
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Chapter 8 - slide Copyright 2010 Pearson Education, Inc.Publishing as Prentice all Adapted by Giang Nguyen
!er"ices *ar+eting
Internal %ar+eting means that the ser!ice firm mustorient and moti!ate its customer contact employeesand supporting ser!ice people to #ork as a team topro!ide customer satisfaction
5nternal marketing must precede e*ternal marketing
*ar+eting !trategies or !er"ice :ir%s
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Chapter 8 - slide 3Copyright 2010 Pearson Education, Inc.Publishing as Prentice all Adapted by Giang Nguyen
!er"ices *ar+eting
Interacti"e %ar+eting means that ser!ice qualitydepends hea!ily on the quality of the buyer"sellerinteraction during the ser!ice encounter
-er!ice differentiation
-er!ice quality
-er!ice producti!ity
*ar+eting !trategies or !er"ice :ir%s
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Chapter 8 - slide 4Copyright 2010 Pearson Education, Inc.Publishing as Prentice all Adapted by Giang Nguyen
!er"ices *ar+eting
*anaging ser"ice dierentiationcreates acompetiti!e ad!antage from the offer, deli!ery, andimage of the ser!ice
ercan include distincti!e features
)eli"erycan include more able and reliable
customer contact people, en!ironment, or process I%agecan include symbols and branding
*ar+eting !trategies or !er"ice :ir%s
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Chapter 8 - slide 5Copyright 2010 Pearson Education, Inc.Publishing as Prentice all Adapted by Giang Nguyen
!er"ices *ar+eting
*anaging ser"ice ;ualitypro!ides acompetiti!e ad!antage by deli!ering
consistently higher quality than itscompetitors
-er!ice quality al#ays !aries depending on
interactions bet#een employees andcustomers
Marketing Strategies for Service Firms
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Chapter 8 - slide 8Copyright 2010 Pearson Education, Inc.Publishing as Prentice all Adapted by Giang Nguyen
!er"ices *ar+eting
*anaging ser"ice producti"ity refers to the
cost side of marketing strategies for ser!icefirms
/mployee recruiting, hiring, and training
strategies -er!ice quantity and quality strategies
Marketing Strategies for Service Firms
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Chapter 8 - slide 9Copyright 2010 Pearson Education, Inc.Publishing as Prentice all Adapted by Giang Nguyen
*id-ter% E/a% tips 7V minutes
Eead the multiple choice questions carefully. ;Vquestions for this part.
-pread out the time e!enly for each part D each
question. =ea!e it there to continue to ne*t part ifyou are not so sure about the ans#er.
:omplete all t#o essay questions, usinge*amples to illustrate your ans#ers and opinions
:hapter O, ;, , ,
Good =uck to All?
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