Product and Service Strategy and Brand Management

2/3/2010

CHAPTER

5

Product and Service Strategy and Brand Management
Slide 5-1

AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO: 1. Explain the offering concept and offering mix portfolio. 2. Describe how the marketing manager modifies the offering mix. 3. Identify and describe the stages in the new-offering development process. 4. Identify and describe the stages in the product life cycle.
Slide 5-2

1

2/3/2010

AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO: 5. Explain the types of positioning strategies. 6. Define the concepts of brand and brand equity. 7. Describe how brand equity is created as well as its value to organizations. 8. Explain the types of branding and brand growth strategies.
Slide 5-3

OFFERING STRATEGY FRAMEWORK
 The profitability of an organization depends on its product or service offering(s) and the strength of its brand(s).

 Marketers face three offering-related strategy decisions:
Modifying the Offering Mix Positioning Offerings Branding Offerings
Slide 5-4

2

2/3/2010

CHAPTER 5: PRODUCT AND SERVICE STRATEGY AND BRAND MANAGEMENT

THE OFFERING PORTFOLIO

Slide 5-5

THE OFFERING CONCEPT
 An offering consists of the benefits or satisfaction provided to target markets by an organization.  It consists of the following elements:
Tangible product/service Related services
(delivery, setup, etc.) (a physical entity)

Brand name(s)

Warranties/ Guarantees

Packaging Other Features
Slide 5-6

3

2/3/2010

THE OFFERING MIX
Offering Mix/ Portfolio
The totality of an organization’s offerings is known as its product or service. Groups of offerings similar in terms of usage, buyers marketed to, or technical characteristics. A specific product or service noted by a brand, size, or price.
Slide 5-7

Product Lines

Product Items

THE OFFERING MIX
Offering mix decisions concern the:
Width
(breadth)

The number of offering lines.

Depth

The number of items in each line. The