Download Product & Distribution - B-K

Survey
yes no Was this document useful for you?
   Thank you for your participation!

* Your assessment is very important for improving the work of artificial intelligence, which forms the content of this project

Document related concepts

Visual merchandising wikipedia, lookup

Youth marketing wikipedia, lookup

Planned obsolescence wikipedia, lookup

Brand awareness wikipedia, lookup

Advertising campaign wikipedia, lookup

Copyright wikipedia, lookup

Food marketing wikipedia, lookup

Pricing strategies wikipedia, lookup

Global marketing wikipedia, lookup

Marketing strategy wikipedia, lookup

Brand loyalty wikipedia, lookup

Brand equity wikipedia, lookup

Product lifecycle wikipedia, lookup

Product placement wikipedia, lookup

Emotional branding wikipedia, lookup

Brand ambassador wikipedia, lookup

Predictive engineering analytics wikipedia, lookup

Sensory branding wikipedia, lookup

Marketing channel wikipedia, lookup

Product planning wikipedia, lookup

Transcript
Marketing Management
Product and Distribution Strategies
1-1
Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Product Strategy
● Product—bundle of physical, service, and
symbolic attributes designed to enhance
buyers’ want satisfaction.
– Included in this broad definition are
considerations of package design, brand
names, warranties, and product image
1-2
Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
● Marketing Impacts of Consumer Product
Classifications
1-3
Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Product Strategy
● Product Lines and Product Mix
– Product Line—group of related products
that are physically similar or are intended
for the same market.
– Product Mix—company’s assortment of
product lines and individual offerings.
– Examples of each?
1-4
Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Product Life Cycle – Know this!
● Product Life Cycle—four basic stages
through which a successful product
progresses.
– Introduction
– Growth
– Maturity
– Decline
1-5
Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Stages in the Product Life Cycle
Cash Cow
Note how things have changed since this chart was made.
1-6
Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
● Marketing Strategy Implications of the
Product Life Cycle
1-7
Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Product Identification
● Brand—name, term sign, symbol, design, or
some combination that identifies the products
of a firm and distinguishes them from
competitive offerings.
● Brand name—the part of a brand consisting
of words or letters that form a name that
identifies and distinguishes an offering from
those of competitors
● Trademark—brand with legal protection
against another company’s use (can include
pictorial designs, slogans, packaging
elements, and product features)
● Examples? Oreo and TM licensing
1-8
Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Product Identification
● Brand Categories
– Manufacturer’s (or national) brands—
brand offered and promoted by a
manufacturer or producer
 e.g. Ferrari
– Private (or store) brand—identifies a
product that is not linked to the
manufacturer, but instead carries the label
of a retailer or wholesaler
 e.g. Kenmore, Jaclyn Smith, Berkeley &
Jensen, Nature’s Promise, …
– Generic
1-9
Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Brand Loyalty
● Brand Recognition—brand acceptance
strong enough that the consumer is aware of
a brand, but not enough to cause a
preference over competing brands
● Brand Preference—occurs when a
consumer chooses one firm’s brand, when it
is available, over a competitors
● Brand Insistence—when the consumer will
accept no substitute for a preferred brand
1-10
Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Brand Equity
● Added value that a certain brand name gives
to a product
● Added value means it is worth something
– i.e. you can charge more
1-11
Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Distribution Strategy
● Distribution Channels
– Distribution Channel—path through
which products - and legal ownership of
them - flow from producer to consumers or
business users.
– Physical Distribution—actual movement
of products from producer to consumer or
business users.
1-12
Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
● Alternative Distribution Channels
1-13
Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Distribution Channels
● Different channels for the same product may
compete with each other
– “Channel conflict”
● How do manufacturers try to minimize
channel conflict?
1-14
Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Distribution Channel Decisions and
Physical Distribution
● Logistics and Physical Distribution
– Warehousing—storing products as they
move through the distribution channel
 Storage warehouses
 Distribution warehouses
– Materials Handling
– Order Processing (Fulfillment)
– Vendor-Managed Inventory
1-15
Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Discussion
● Select a retailer
– what is good and bad about the store?
– how does the retailer differentiate itself?
● Select a product (Coke, Ferrari, textbooks)
– what is the distribution chain?
– why does the distribution mechanism fit the
type of product?
● Assume we develop a great new cookie
– what would we do at each stage of product
development?
– how would we distribute it?
1-16
Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.