PRODUCT & BRAND
Objectives:
• Define the term product.
• Concept of Services
• Define the terms: levels of product,
product line, and product mix.
• Concept of branding
What is a Product?
• People buy want satisfaction rather than
objects.
• A product is a bundle of physical, service,
and symbolic attributes designed to
satisfy a customer’s wants and needs.
Product Classifications
Consumer Products
Convenience Products
Shopping Products
> Buy frequently & immediately
> Low priced
> Mass advertising
> Many purchase locations
> Buy less frequently
> Higher price
> Fewer purchase locations
> Comparison shop
Fast Food, Candy, Newspapers
Clothing, appliances
Specialty Products
Unsought Products
> Special purchase efforts
> High price
> Unique characteristics
> Brand identification
> Few purchase locations
> New innovations
> Products consumers don’t
want to think about
> Require much advertising &
personal selling
Car, Computer
Life insurance, blood donation
Product Classifications
Industrial Products
Materials
and
Parts
Capital
Items
Supplies
and
Services
Levels of Product
Potential
Product
Augmented
Product
Installation
Packaging
Brand
Name
Delivery
& Credit
Quality
Level
Actual/Embodied(Basic+Expected)
Product
Core
Benefit
or
Service
Features
AfterSale
Service
Design
Warranty
Core
Product
Product Hierarchy:
• Need Family: Entertainment
• Product Family ( need satisfaction): Home
entertainment devices, Going outdoor, Hobby
• Product Class (functional coherence): DVDs, Music
System, Television, Radio
• Product Line: Television
• Product Type: Plasma
• Item: 50” Plasma Television
• Brand: Sony Bravia
Concept of Service
Service Characteristics and
Marketing Implication for Strategic Decisions
Service
Characteristics
Intangibility
Inseparability
Heterogeneity
Perishability
Marketing Implications
Strategies
-Cannot be stored, No
patents, Communication
problem, No ready
display, Pricing
difficulties
-Tangible clues, Personal
sources, Post purchase
comm. WOM
Consumer involved in
production, No mass
production, Supply
demand match
-Selection training of contact
person, Manage consumer,
Multi-site location
-Standardization &
Quality control difficult
-Industrialize & Customize
No inventorization
-Cope with fluctuating
demand & match through
process
Core and Supplementary Services
for Courier Company
Problem
solving
Billing
statements
Tracing
Advice and
information
Overnight
transportation
and delivery
of packages
Documentation
Order taking
Supplies
Pickup
Marketing Mix: 3 more Ps
• People
• Process
• Physical evidence
Individual Product Decisions
Product
Attributes
Branding
Packaging
Labeling
Product Support
Services
Product Attribute
Decisions
Quality
Features
Design
Product Items, Lines, and Mixes
Product Item
A specific version of a product
that can be designated as a
distinct offering among an
organization’s products.
Product Line
A group of closely-related
product items.
Product Mix
All products that an
organization sells.
Product Mix Decisions
Consistency
Width/Breadth number of
different product
lines
Length - total
number of items
in product lines
Depth - number
of versions of
each product
Product Mix all the product
lines & items
offered
Dabur: Product Ranges
• Health Care
– Health Supplements
– Digestives
– OTC-Health Care
• Personal Care
– Hair Care
– Oral Care
– Skin Care
• Foods
• Homecare
• Consumer Health-Ethical
– General health
– Digestive support
– Joint support
• Professional Range
Breadth/Width:
number of different product lines
Length and Depth of Product Mix
Dabur: Health Care
–
Health Supplements






Dabur Chyawanprash
 1 kg (Rs. 180.00)
500 gms (Rs.103.00)
250 gms (Rs. 57.00)
Dabur Chyawanprash mango and orange, mixed fruits
flavours”

500 gms (Rs.130.00)

250 gms (Rs. 75.00)
Sugar-free Dabur ChyawanPrakash
Chocolate-flavoured granular Dabur Chyawan Junior
Glucose D
Dabur Honey
Digestives

Hajmola Regular
 Glass Bottle
 Sachet

Hajmola Regular
Depth:  Glass Bottle
number of version
 Sachet
of each product

Hajmola Candy

Mint masti

Albela Aam

Chulbuli Imli

Pudin Hara

Liquid

Pearls

Pudin Hara Lemon Freeze Sachet

Dabur Nature Care
– OTC Health Care
 Gastro Intestional

Dabur active antacid
 Cough & Cold

Dabur Honitus

cough remedy syrup

Lozenges
 Rejuventation

Shilajit gold
 Women’s health

Dabur active blood purifier
 Memory Enhancer

Dabur Shankha Pushpi
 Medicated Oils

Dabur Badam Oil (Tail)
 Baby Care



Dabur Lal Tail
Dabur Janam Ghunti
Dabur Gripe water
 Rubs and Balms

Dabur Balm Double action
Length:
total number of items
in product lines
BRAND???
Brand
It is a name, term, design, symbol,,
or any other feature that identifies
one seller’s good or services as
distinct from those of other seller.
A sum of parts
Functional Product
Attributes
+
Rational (Head)
Symbolic Values
& Associations
Emotional (Heart)
The Brand
Brands: Characteristics
Consistency
Quality & Value
Attributes
Advantages
of
Brand Names
Defense Against
Competition
Brand
Equity
Credibility
Identification
Loyalty
Awareness
Major Branding Decisions
Brand Name Selection
Selection
Protection
Brand Sponsor
Manufacturer’s Brand
Private Brand
Licensed Brand
Co-branding
Brand Strategy
New Brands
Line Extensions
Brand Extensions
Multibrands
Good Brand Name:
•
•
•
•
•
•
•
Easy to remember and pronounce
Invokes positive association
Suggests a positive image
Reinforces product concept
Communicates product benefits
Says something about the user
Avoids linguistic traps
Brand-Name Decision:
• Individual Names: Coke, Fanta, Sprite
• Blanket Family Name: GE, ABB
• Separate Family Name: Colgate,
Palmolive, Axion
• Corporate Name + Individual Product
Name: Godrej Eon, Honda Shine
Brand Sponsor:
• Manufacturer’s Brand: Indica
• Private Brand: Big Bazar-Tasty Treat,
More-Feaster
• Licensed Brand: Coke
• Co-branding: Bank+ Insurance
Brand Strategies
Product Category
Brand Name
Existing
Existing
New
Line Extension
Kellogg in different taste
Multibrands
Lux, Rexona,Lifebuoy
Household Care Products | Surface Care - Colgate India
New
Brand Extension
Johnson baby soap,
Johnson shampoo
New Brands
Boroline, Eleen
Packaging and Labeling Products
Competitive
Advantages
Sales Tasks
Packaging
Product Safety
Identifies
Labeling
Promotes
Describes
Product - Support Services
Companies should design its support services to
profitably meet the needs of target customers and gain
competitive advantage.
How?
• Step 1. Survey customers to assess the value of
current services and to obtain ideas for new services.
• Step 2. Assess costs of providing desired services.
• Step 3. Develop a package of services to delight
customers and yield profits to the company.
Supermarket trolley 'comes with DVD player'
Tesco is reportedly to introduce trolleys to its supermarkets that
come specially equipped with DVD and CD players for children.
The Daily Star says the retailer came up with the idea after
finding that 75 per cent of parents find shopping with children
stressful.
The store says the DVD could also feature educational features
such as spelling and maths games.
Child psychologist Professor Kevin Browne says the store's
move is a great idea for keeping children busy.
THANK YOU