MANAGING PRODUCTS AND BRANDS

MANAGING PRODUCTS AND BRANDS

CHAPTER 11

How stages of the PLC How stages of the PLC relate to a firm’s relate to a firm’s marketing objectives marketing objectives and marketing mix and marketing mix actionsactions

THE PRODUCT LIFE CYCLE

• Introduction Stage

• Growth Stage

• Maturity Stage

• Decline Stage• Deletion

• Harvesting

THE PRODUCT LIFE CYCLE

Dimensions of the Product Life Cycle• Length of the Product Life Cycle

• Shape of the Product Life Cycle

• The Product Level: Class and Form

• The Life Cycle and Consumers

THE PRODUCT LIFE CYCLE

Alternative product life cyclesAlternative product life cycles

Five categories and profiles of product adoptersFive categories and profiles of product adopters

• Role of a Product Manager

• Modifying the Product

• Modifying the Market• Finding New Users

• Increasing Use

• Creating New Use Situation

MANAGING THE PRODUCT LIFE CYCLE

• Repositioning the Product• Reacting to a Competitor’s Position

• Reaching a New Market

• Catching a Rising Trend

• Changing the Value Offered Trading up Trading down Downsizing

MANAGING THE PRODUCT LIFE CYCLE

• Branding

• Brand name

• Trade name

• Trademark

BRANDING AND BRAND MANAGMENT

• Brand Personality and Brand Equity• Creating Brand Equity

• Valuing Brand Equity

• Licensing

• Picking a Good Brand Name

BRANDING AND BRAND MANAGMENT

Customer-based brand equity pyramidCustomer-based brand equity pyramid

Alternative branding strategiesAlternative branding strategies

• Creating Customer Value Through Packaging and Labeling• Communication Benefits

• Functional Benefits

• Perceptual Benefits

PACKAGING AND LABELING

• Global Trends in Packaging• Environmental Sensitivity

• Health and Safety Concerns

PACKAGING AND LABELING

Express warranty Limited coverage Full coverage Implied coverage

PRODUCT WARRANTY