[幼儿教育]session06-brand and product management-students.ppt

Dongbei University of Finance EconomicsInternational Educational Centre Surrey International InstituteBachelor of Science (Business Management) Marketing: Session 06 Brand and Product Management lecturer: sookamchuan Concept of a Product, Brand, Product Line and Product Mix a product is anything that is capable of satisfying customer needs a brand is a distinctive product offering created by: the use of a name, symbol, design, packaging, or some combination of these intended to differentiate it from its competitors Concept of a Product, Brand, Product Line and Product Mix a product line is a group of brands that are closely related in terms of the functions and benefits they provide a product mix is the total set of products marketed by a company Difference Between a Core and an Augmented Product a core product is anything that provides the central benefits required by customers e.g. toothpaste cleans teeth, a telephone provides a means of communication actual product: comprises certain features, styling etc which makes up the brand e.g. a Nokia hand-phone is an actual product which is a blend of design, style, features, quality, packaging, the brand name and trademark which attracts the customers Difference Between a Core and an Augmented Product the augmented product consists of items that exceed customer expectation is produced by adding extra bundle of benefits such as guarantees, additional services such as repair and maintenance, installation, instruction book, delivery, warranty, spare parts and combining them in a unique way to form a brand the potential product which embraces the possible augmentations and transformations that the product might undergo in the future e.g. the possibility to add more memory to the computer The Benefits and Importance of Brands produce high profits through: premium prices and high market share provide the foundation for brand extensions*1 act as a form of quality certification, which aids the con