Bài giảng Marketing - Chapter 11: Managing successful products, services, and brands

McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.Explain the product life-cycle concept.LO1Identify the ways that marketing executives manage a product’s life cycle.Recognize the importance of branding and alternative branding strategies.LO3LO2LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 11, YOU SHOULD BE ABLE TO:Describe the role of packaging, labeling, and warranties in the marketing of a product.LO4GATORADE: BRINGINGSCIENCE TO SWEATFIGURE 11-1 How stages of the product life cycle relate to a firm’s marketing objectives and marketing mix actionsFIGURE 11-1A Stages of the product life cycle and its total industry sales and total industry profitFIGURE 11-1B How stages of the product life cycle relate to a firm’s marketing objectives and marketing mix actionsCHARTING THE PRODUCT LIFE CYCLEINTRODUCTION STAGELO1Product Life CyclePrimary DemandSelective DemandSkimming StrategyPenetration PricingStimulate TrialFIGURE 11-2 Product life cycle for the stand-alone fax machine for business use: 1970-2014CHARTING THE PRODUCT LIFE CYCLE GROWTH STAGELO1Rapid Sales GrowthRepeat PurchasersNew FeaturesBroad DistributionMore CompetitorsCHARTING THE PRODUCT LIFE CYCLE MATURITY STAGELO1Product DifferentiationFewer CompetitorsIndustry/ProductSales SlowProfit DeclinesCHARTING THE PRODUCT LIFE CYCLE DECLINE STAGELO1DeletionHarvestingEnvironmental ChangesIndustry/ProductSales DropMARKETING MATTERSWill E-Mail Spell Extinction for Fax Machines?LO1CHARTING THE PRODUCT LIFE CYCLE FOUR ASPECTSLO1Length of the Product Life CycleShape of the Product Life CycleGeneralized Life CycleHigh-LearningProductFashionProductFadProductLow-LearningproductFIGURE 11-3 Alternative product life cycle curves based on product typesThe Product Level: Class and FormProduct ClassProduct FormCHARTING THE PRODUCT LIFE CYCLE FOUR ASPECTSLO1FIGURE 11-4 Prerecorded music product life cycles by product formThe Life Cycle and ConsumersDiffusion of InnovationInnovatorsEarly AdoptersEarly MajorityLate MajorityLaggardsCHARTING THE PRODUCT LIFE CYCLE FOUR ASPECTSLO1FIGURE 11-5 Five categories and profiles of product adopters (diffusion of innovation)The Life Cycle and ConsumersBarriers to AdoptionUsageValueRiskPsychologicalCHARTING THE PRODUCT LIFE CYCLE FOUR ASPECTSLO1MANAGING THE PRODUCT LIFE CYCLEROLE OF A PRODUCT MANAGERLO2Product/Brand Manager ResponsibilitiesProduct Life CycleMarketing Program ImplementationNew Product DevelopmentData AnalysisCDIBDIUSING MARKETING DASHBOARDSKnowing Your CDI and BDICategory Development Index (CDI) and Brand Development Index (BDI)LO2MANAGING THE PRODUCT LIFE CYCLEMODIFYING THE PRODUCT OR MARKETLO2Product ModificationProductBundlingNewCharacteristicsMarket ModificationFinding NewCustomersIncreasing aProduct’s UseCreating a NewUse SituationDockersAdMANAGING THE PRODUCT LIFE CYCLEREPOSITIONING THE PRODUCTLO2Product RepositioningReaching a New MarketReacting to a Competitor’s PositionCatching a Rising TrendTrading UpTrading DownDownsizingMANAGING THE PRODUCT LIFE CYCLEREPOSITIONING THE PRODUCTLO2Changing the Value OfferedMAKING RESPONSIBLE DECISIONSConsumer Economics of Downsizing—Get Less, Pay MoreLO2BrandingBrand NameLogotype (Logo)Product CounterfeitingBRANDING AND BRAND MANAGEMENTLO3Trade NameTrademark®™Brand PersonalityBrand EquityBRANDING AND BRAND MANAGEMENTBRAND PERSONALITY AND BRAND EQUITYLO3Provides a Competitive AdvantageConsumers Willing to Pay a PremiumFIGURE 11-6 The customer-based brand equity pyramidBRANDING AND BRAND MANAGEMENTBRAND PERSONALITY AND BRAND EQUITYLO3Creating Brand EquityDevelop Positive Brand AwarenessEstablish a Brand’s MeaningElicit the Proper ResponseCreate Intense Brand LoyaltyBRANDING AND BRAND MANAGEMENTBRAND PERSONALITY AND BRAND EQUITYLO3Valuing Brand EquityProvides a Financial AdvantageBrand LicensingBRANDING AND BRAND MANAGEMENTPICKING A GOOD BRAND NAMELO3Should Suggest Product BenefitsShould Fit the Company or Product ImageShould Be Memorable and PositiveShould Have No Legal or Regulatory RestrictionsShould Be Simple and EmotionalGOING ONLINEHave an Idea for aBrand or Trade Name? Check It OutLO3FIGURE 11-7 Alternative branding strategiesBRANDING AND BRAND MANAGEMENTBRANDING STRATEGIESLO3Multiproduct Branding(Family or Corporate Branding)Product Line ExtensionsSubbrandingBrand ExtensionCo-BrandingBRANDING AND BRAND MANAGEMENTBRANDING STRATEGIESLO3MultibrandingFighting BrandsPrivate Branding (Private Labeling or Reseller Branding)Mixed BrandingKimberly-Clark’s HuggiesWhat branding strategy is used?LO3Black & Decker and DeWalt ToolsWhat branding strategy does each use?LO3PACKAGING AND LABELING PRODUCTSCREATING CUSTOMER VALUE ANDCOMPETITIVE ADVANTAGELO4PackagingLabelCommunication BenefitsFunctional BenefitsPerceptual BenefitsMARKETING MATTERSCreating Customer Value Through Packaging—Pez Heads Dispense More Than CandyLO4Pringles and Campbell’s Soup What are the packaging benefits for each?LO4PACKAGING AND LABELING PRODUCTSPACKAGING AND LABELINGCHALLENGES AND RESPONSESLO4Environmental ConcernsHealth, Safety, and Security IssuesCost ReductionConnecting with CustomersShelf LifePRODUCT WARRANTYLO4WarrantyExpress WarrantiesLimited Coverage WarrantiesFull WarrantiesImplied WarrantiesMARY KAY, INC.: BUILDINGA BRAND IN INDIAVIDEO CASE 11VIDEO CASE 11MARY KAYVIDEO CASE 11MARY KAY1. What information should be included in a written positioning statement for Mary Kay?VIDEO CASE 11MARY KAY2. How would you draft a formal, written positioning statement for Mary Kay using the information detailed in question 1?VIDEO CASE 11MARY KAY3. Is Mary Kay a global brand? Why or why not?VIDEO CASE 11MARY KAY4. How has Mary Kay, India, focused on the different stepsin the customer-based brand equity pyramid described in Figure 11-6?Product Life CycleA product life cycle describes the stages a new product goes through in the marketplace: introduction, growth, maturity,and decline.Product ClassA product class consists ofthe entire product category or industry.Product FormA product form consists of the variations of a product withinthe product class.Product ModificationProduct modification is a strategy that alters one or more of a product’s characteristic, such as its quality, performance, or appearance, to increase the product’s value to customers and increase sales.Market ModificationMarket modification is astrategy in which a company tries to find new customers, increasea product’s use among existing customers, or create new use situations.Trading UpTrading up involves addingvalue to the product (or line) through additional features or higher-quality materials.Trading DownTrading down involves reducing the number of features, quality,or price.BrandingBranding is a marketing decision in which an organization uses a name, phrase, design, or symbols, or combination of these to identifyits products and distinguish them from those of competitors.Brand NameA brand name is any word, device (design, shape, sound,or color), or combination of these used to distinguish a seller’s goods or services.Trade NameA trade name is a commercial, legal name under which a company does business.TrademarkA trademark identifies that a firm has legally registered its brand name or trade name so the firm has its exclusive use, thereby preventing others from using it.Brand PersonalityBrand personality is a set of human characteristics associated with a brand name.Brand EquityBrand equity is the added valuea brand name gives to a product beyond the functional benefits provided.Brand LicensingBrand licensing is a contractual agreement whereby one company (licensor) allows its brand name(s) or trademark(s) to be used with products or services offered by another company (licensee) for a royalty or fee.Multiproduct BrandingMultiproduct branding is a branding strategy in which a company uses one name for allits products in a product class.MultibrandingMultibranding is a branding strategy that involves giving each product a distinct name when each brand is intended for a different market segment.Private BrandingPrivate branding is a branding strategy used when a company manufactures products but sells them under the brand name of a wholesaler or retailer. Also called private labeling or reseller branding.Mixed BrandingMixed branding is a branding strategy where a firm markets products under its own name(s) and that of a reseller because the segment attracted to the reselleris different from its own market.PackagingPackaging is a component ofa product that refers to any container in which it is offeredfor sale and on which label information is conveyed.LabelA label is an integral part of the package that typically identifies the product or brand, who madeit, where and when it was made, how it is to be used, and package contents and ingredients.WarrantyA warranty is a statement indicating the liability of the manufacturer for product deficiencies.