Total Product Concept and Product Mix
Included the physical item as well as the package, brand name, label, service guarantee, warranty, and image presented by the product. The package of BENEFITS the buyer receives when he or she purchases a product.
Product Mix comprises the total range of products offered by a company
Product Line - products which are similar but differ in size, function or style
Product Line Width - Number of lines in the mix
Product Line Depth - Number of items in the line
Consumer and Industrial Goods are classified by the following:
Non durable goods
Durable goods - a tangible good that survives many uses
Consumer:
Convenience goods - frequently purchased - transactional
Shopping goods - consultative
Specialty goods - unique important and expensive
Industrial:
Capital items - used directly in production of another good or service
Installations - major capital items
accessory équipement
Parts and Materials are RAW, Processed, Component and Supply
BRAND Strategies
BRAND - name, term, symbol or design that identifies a good or service
BRAND NAME- part of the brand that can be vocalized
BRANDMARK - The logo
TRADEMARK - legal protection so that only the owner can use it
PATENT - legal provision that gives the manufacturer the sole right to a product, process or material
BRAND NAMES
National Brands
Individual Brand Strategies
Family Brand Strategy
Co-Branding
Private Label and Generic Branding
Licensed Brands
Cult Brands
Brand Equity is measured in 4 variables:
name awareness, a loyal customer base, perceived quality, and the brands association with a certain attribute
Included the physical item as well as the package, brand name, label, service guarantee, warranty, and image presented by the product. The package of BENEFITS the buyer receives when he or she purchases a product.
Product Mix comprises the total range of products offered by a company
Product Line - products which are similar but differ in size, function or style
Product Line Width - Number of lines in the mix
Product Line Depth - Number of items in the line
Consumer and Industrial Goods are classified by the following:
Non durable goods
Durable goods - a tangible good that survives many uses
Consumer:
Convenience goods - frequently purchased - transactional
Shopping goods - consultative
Specialty goods - unique important and expensive
Industrial:
Capital items - used directly in production of another good or service
Installations - major capital items
accessory équipement
Parts and Materials are RAW, Processed, Component and Supply
BRAND Strategies
BRAND - name, term, symbol or design that identifies a good or service
BRAND NAME- part of the brand that can be vocalized
BRANDMARK - The logo
TRADEMARK - legal protection so that only the owner can use it
PATENT - legal provision that gives the manufacturer the sole right to a product, process or material
BRAND NAMES
National Brands
Individual Brand Strategies
Family Brand Strategy
Co-Branding
Private Label and Generic Branding
Licensed Brands
Cult Brands
Brand Equity is measured in 4 variables:
name awareness, a loyal customer base, perceived quality, and the brands association with a certain attribute
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