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    Product, Service and Branding Strategy: Consumer Goods

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    nr syaakirah
    This document discusses products and services. It defines a product as anything offered for acquisition, use or consumption that can satisfy a need, while a service is an intangible activity or benefit offered for sale. It then discusses different types of consumer and industrial products, and how products can be classified as convenience products, shopping products, specialty products or unsought products. Finally, it outlines key decisions in product and service development, including individual product attributes, packaging, branding, product support services, product lines and mixes.

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    Product, Service and Branding Strategy: Consumer Goods

    Uploaded by

    nr syaakirah
    90 views1 page
    This document discusses products and services. It defines a product as anything offered for acquisition, use or consumption that can satisfy a need, while a service is an intangible activity or benefit offered for sale. It then discusses different types of consumer and industrial products, and how products can be classified as convenience products, shopping products, specialty products or unsought products. Finally, it outlines key decisions in product and service development, including individual product attributes, packaging, branding, product support services, product lines and mixes.

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    This document discusses products and services. It defines a product as anything offered for acquisition, use or consumption that can satisfy a need, while a service is an intangible activity or benefit offered for sale. It then discusses different types of consumer and industrial products, and how products can be classified as convenience products, shopping products, specialty products or unsought products. Finally, it outlines key decisions in product and service development, including individual product attributes, packaging, branding, product support services, product lines and mixes.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    90 views1 page

    Product, Service and Branding Strategy: Consumer Goods

    Uploaded by

    nr syaakirah
    This document discusses products and services. It defines a product as anything offered for acquisition, use or consumption that can satisfy a need, while a service is an intangible activity or benefit offered for sale. It then discusses different types of consumer and industrial products, and how products can be classified as convenience products, shopping products, specialty products or unsought products. Finally, it outlines key decisions in product and service development, including individual product attributes, packaging, branding, product support services, product lines and mixes.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 1

    PRODUCT- Service

    A form of product that consists of activities,


    Anything offered to a market
    benefits or satisfactions offered for sale that are
    for attention, acquisition, use
    essentially intangible and do not result in the
    or consumption that might
    ownership of anything.
    satisfy a need or want.
    A service is something that is done on the buyer’s
    behalf and is intangible in nature

    CLASSIFYING PRODUCTS
    Consumer Goods PRODUCT, SERVICE AND CLASSIFICATION OF CONSUMER PRODUCTS
    -product purchased by the ultimate Convenience products, Shopping products,
    consumer
    BRANDING STRATEGY
    Specialty products and Unsought products
    Business Goods
    -called business-to-business goods, industrial INDUSTRIAL PRODUCTS
    goods/organizational goods are products that Material and parts include raw materials as
    assist well as manufactured material and parts.
    directly/indirectly in providing products for
    resale. PRODUCT AND SERVICE BRANDING STRATEGY PRODUCT LEVELS (Three Level)
    DECISIONS-Individual Brands with strong equity
    SERVICES MARKETING Product Decisions have many competitive Core consumer value
    Service industries include business Product attributes advantages -what is the buyer really buying?
    organizations, government, and private Packaging,Branding,Labeling BRAND NAME SELECTION Actual product
    not-for-profit organizations. Product support services Good brand name and -product planners must turn the
    Characteristics of Services Suggest something about the core benefit into an actual
    Intangibility-Consumers look for product or its benefits product.
    Product Line
    service quality signals BRAND SPONSORSHIP Augmented product
    Function in a similar manner
    Inseparability-Services can’t be Manufacturer brands -offering additional consumer
    satisfy a class of needs, are
    separated from providers BRAND DEVELOPMENT services and benefits.
    used together
    Variability-Employees and other Line extensions
    Product Mix
    factors result in variability Brand extensions
    Also known as product
    Perishability-Services can’t be Multibrands
    assortment
    inventoried for later sale New brands

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