国际市场营销(第六章讲稿PPT).ppt

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1、8-0,Setting the product and Branding Strategy,Chapter 6,8-1,Chapter Objectives,What are the characteristics of products?How can a company build and manageits product mix and product lines?How can a company make better branddecisions?How can packaging and labeling beused as marketing tools?,8-2,1.The

2、 product and the product mix,ProductA product is anything that can be offered to a market to satisfy a want or need.Products that are marketed include physical goods,services,experiences,events,persons,places,prosperities,organizations,information,and ideas.,8-3,8-4,Five Product Levels,8-5,8-6,Produ

3、ct hierarchy,We can identify six levels of the product hierarchy(here for life insurance):Need familyProduct familyProduct classProduct lineProduct type Item(also called stock keeping unit or product variant),8-7,Product Classifications,Durability and tangibility Nondurable goods:tangible Durable go

4、ods:tangible Service:intangibleConsumer productsIndustrial products Materials and parts Capital items Supplies and services,8-8,Consumer Products Classification,ConvenienceShoppingSpecialtyUnsought,Frequent purchases bought with minimal buying effort and little comparison shoppingLow priceWidespread

5、 distributionMass promotion by producer,Types of Consumer Products,8-9,Consumer Products Classification,ConvenienceShoppingSpecialtyUnsought,Less frequent purchases More shopping effort for comparisons.Higher than convenience good pricingSelective distribution in fewer outletsAdvertising and persona

6、l selling,Types of Consumer Products,8-10,Consumer Products Classification,ConvenienceShoppingSpecialtyUnsought,Strong brand preference and loyalty,requires special purchase effort,little brand comparisons,and low price sensitivityHigh priceExclusive distributionCarefully targeted promotions,Types o

7、f Consumer Products,8-11,Consumer Products Classification,ConvenienceShoppingSpecialtyUnsought,Little product awareness and knowledge(or if aware,sometimes negative interest)Pricing variesDistribution variesAggressive advertising and personal selling by producers and resellers,Types of Consumer Prod

8、ucts,8-12,Product Decisions,Individual ProductProduct MixProduct Line,Product attributesQuality,features,style and designBrandingPackagingLabelingProduct support services,Key Decisions,8-13,Product Decisions,Individual ProductProduct MixProduct Line,Product mixAlso known as product assortmentConsist

9、s of all the product lines and items that a particular seller offers for sale,Key Decisions,8-14,Product Decisions,Individual ProductProduct MixProduct Line,Product mix width:Number of different product lines carried by companyProduct mix length:the total number of items in the mix Product mix depth

10、Number of different versions of each product in the lineProduct mix consistency,Key Decisions,8-15,8-16,8-17,Product Decisions,Product line A group of products that are closely related because they may:function in a similar mannerbe sold to the same customer groups,be marketed through the same types

11、 of outlets fall within given price ranges,Key Decisions,Individual ProductProduct MixProduct Line,8-18,Product Decisions,Individual ProductProduct MixProduct Line,1、Product line analysis 2、Product line lengthLine stretching:adding products that are higher or lower priced than the existing lineLine

12、filling:adding more items within the present price range3、line modernization,featuring and pruning,Key Decisions,8-19,What is a Brand?,2、Branding decisions,8-20,Branding equity,Brand equity is the positive differential effect that knowing the brand name has on customer response to the product or ser

13、vice,8-21,2009年度全球品牌价值排行榜,8-22,互联网巨头谷歌以1000亿美元价值荣登榜首，比去年的860亿美元飙升16%。微软排名第二位，品牌价值是762亿美元。中国移动较去年下降2位，但仍以612.8亿美元高居电信行业首位。其他著名的上榜科技企业包括：IBM公司666亿美、苹果661亿美元、沃达丰537亿美元、诺基亚351亿美元、黑莓274亿美元、惠普267亿美元、SAP236亿美元、英特尔228亿美元和Oracle214亿美元。GE：597.93亿美元通用电气下滑幅度最大，从第6位跌至第8位。,8-23,2009年中国500最具价值品牌前10名,世界品牌实验室(World

14、Brand Lab)：1工商银行：中国工商银行股份有限公司1250.86亿元金融2国家电网：国家电网公司1193.65亿元能源3CCTV：中国中央电视台1085.29亿元传媒4中国移动：中国移动通信集团公司1068.33亿元通信服务5中国人寿：中国人寿保险（集团）公司824.37亿元金融6中国航天：中国航天科技集团公司716.28亿元航天7中国中化：中国中化集团公司693.28亿元石油、化工8中国中铁：中国中铁股份有限公司687.36亿元建筑9海尔：海尔集团公司641.13亿元家电10中国银行：中国银行股份有限公司637.19亿元金融,8-24,Brand Strategy,Brand Pos

15、itioningBrand Name Selection Brand SponsorshipBrand Development,Three levels of positioning:Product attributes Least effectiveBenefitsBeliefs and values Taps into emotions,Key Decisions,8-25,Brand Strategy,Brand PositioningBrand Name Selection Brand SponsorshipBrand Development,Good Brand Names:Sugg

16、est something about the product or its benefitsAre easy to say,recognize and rememberAre distinctiveAre extendableTranslate well into other languagesCan be registered and legally protected,Key Decisions,8-26,8-27,Brand Strategy,Brand PositioningBrand Name Selection Brand SponsorshipBrand Development

17、,Individual namesBlanket family namesSeparate family names for all productsCorporate name combined with individual product names,Key Decisions,8-28,Brand Strategy,Brand PositioningBrand Name Selection Brand SponsorshipBrand Development,Manufacturer brandsDistributor(store)brandsCostly to establish a

18、nd promoteHigher profit marginsLicensed brandsName and character licensing has grown,Key Decisions,8-29,Brand Strategy,Brand PositioningBrand Name Selection Brand SponsorshipBrand Development,Line extensionsMinor changes to existing productsBrand extensionsSuccessful brand names help introduce new p

19、roductsMulti-brandsMultiple product entries in a product categoryNew brandsNew product categoryCo-branding,Key Decisions,8-30,Brand Strategies,8-31,8-32,8-33,8-34,8-35,8-36,8-37,8-38,Managing Brands,Brand-building tools:Public relations and press releases;Clubs and consumer communities;Factory visit

20、s;Trade shows;Event marketing;Public facilities;Social cause marketing;High value for the money;Founders or a celebrity personality;Mobile.Everyone in the company represents the brandCompanies need to periodically run a brand auditing,8-39,3、Packaging and Labeling,Packaging:Primary packageSecondary packageShipping package,8-40,Labels,