Managing products

marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-5
LECTURE QUESTIONS:
Product life-cycle (PLC) concept and marketing strategy related to each stage of PLC
Difference in product life cycles for various products and their implications for marketing decisions.

marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-6
LECTURE QUESTIONS:
Different approaches to managing a product’s life cycle.
Elements of brand personality and brand equity and the criteria for the good brand name.

marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-7
LECTURE QUESTIONS:
Different branding strategies employed by companies.
Role of packaging and labeling in the marketing of a product.

marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
THE PRODUCT LIFE CYCLE
Slide 11-11
Product Life Cycle
Primary Demand
Introduction Stage
Selective Demand
Skimming Pricing
Penetration Pricing

marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-78
The product life cycle describes the stages a new product goes through in the marketplace: introduction, growth, maturity, and decline.
Product Life Cycle

marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-12
Relationships of stages of the PLC and firm’s marketing objectives and marketing mix actions

marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
THE PRODUCT LIFE CYCLE
Slide 11-16
Growth Stage
Repeat Purchasers
Maturity Stage Deletion
Harvesting
Decline Stage

marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
THE PRODUCT LIFE CYCLE
Slide 11-24
The Life Cycle and Consumers
Some Dimensions of the
Product Life Cycle
Diffusion of Innovation

marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-25
Five categories and profiles of product adopters

marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-26
1. Advertising plays a major role in the ___________ stage of the product life cycle and _____________ plays a major role in maturity.
introductory
sales promotion
Concept Check

marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-27
2. How do high-learning and
low-learning products differ?
A: A high-learning product requires significant customer education and there
is an extended introductory period.
A low-learning product requires little customer education because the benefits of purchase are readily understood, resulting in immediate sales.
Concept Check

marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
MANAGING THE
PRODUCT LIFE CYCLE
Slide 11-28
Modifying the Product
Product Modification Finding New Users
Modifying the Market
Market Modification
Increasing Use
Creating New Use Situations

marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-33
1. What does “creating new use situations” mean in managing a product’s life cycle?
A: Finding new uses for an existing product.
Concept Check

marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-34
2. Explain the difference between trading up and trading down in repositioning.
A: Trading up involves adding value to the product (or line) through additional features or higher-quality materials. Trading down involves reducing the number of features, quality, and price, or downsizing—reducing the content of packages without changing package size and maintaining or increasing the package price.
Concept Check

marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
BRANDING AND
BRAND MANAGEMENT
Slide 11-35
Branding
Brand Personality
Brand Equity
Creating Brand Equity
Brand Name
Brand Personality and Brand Equity
Valuing Brand Equity

marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-79
Branding is a marketing decision, in which an organization uses a name, phrase, design, symbol, or combination of these to identify its products and distinguish them from those of competitors.
Branding

marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-80
A brand name is any word, “device” (design, sound, shape, or color) or combination of these to distinguish a seller’s goods or services.
Brand Name

marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-82
Brand equity is the added value a given brand name gives to a product beyond the functional benefits provided.
Brand Equity

marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-38
Customer-based brand equity pyramid

marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
BRANDING AND
BRAND MANAGEMENT
Slide 11-39
Manufacturer Branding
Picking a Good Brand Name
Branding Strategies
Multiproduct Branding
Line Extension
Brand Extension
Subbranding
Multibranding (blanket) strategy

marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-40
Four criteria for picking a good brand name

marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-41
Alternative branding strategies

marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-83
Multiproduct branding is when
a company uses one name for all
its products.
Multiproduct Branding

marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-84
Multibranding involves giving each product a distinct name .
Multibranding

marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
BRANDING AND
BRAND MANAGEMENT
Slide 11-45
Private Branding
Branding Strategies
Private Labeling
Reseller Branding
Mixed Branding

marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
CREATING CUSTOMER VALUE THROUGH PACKAGING
AND LABELING
Slide 11-46
Packaging
Communication Benefits
Functional Benefits
Perceptual Benefits
Label

marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-85
Packaging is any container in which a product is offered for sale and on which label information is conveyed.
Packaging

marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
MANAGING THE MARKETING
OF SERVICES
Slide 11-49
Exclusivity
Product (Service)
Branding
Capacity Management

marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-86
Capacity management involves integrating the service component of the marketing mix with efforts to influence consumer demand.
Capacity Management

marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
MANAGING THE MARKETING
OF SERVICES
Slide 11-50
Pricing
Off-Peak Pricing
Place (Distribution)
Promotion

marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-87
Off-peak pricing consists of charging different prices during different times of the day or days of the week
to reflect variations in demand
for the service.
Off-Peak Pricing

marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-51
1. What is the difference between a line extension and a brand extension?
A: A line extension is the practice of using a current brand name to enter a new market segment in its product class, whereas a brand extension is the practice of using a current brand name to enter a completely different product class.
Concept Check

marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-52
2. Explain the role of packaging in terms of perception.
A: A package can communicate status, economy, and product quality to prospective buyers.
Concept Check

marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-53
3. How do service businesses use
off-peak pricing?
A: Service businesses use off-peak pricing, which consists of charging different prices during different times during the day or days of the week,
to reflect variations in demand for the service.
Concept Check