Multibrands
New Brands
品牌战略
Line Extension
– Existing brand names extended to new forms, sizes, and flavors of an existing product category.
Brand Extension
Employees
Greater Service Value
服务性企业的营销战略
Managing Service Differentiation
– Develop offer, delivery and image with competitive advantages.
Managing Service Quality
Variability Perishability
Can’t be seen, tasted, felt, heard, or smelled before purchase.
Can’t be separated from service providers.
Quality depends on who provides them and when, where and how.
Length - total number of items within the lines
Depth - number of versions of each product
Product Mix all the product
lines offered
服务的特性
Intangibility Inseparability
– Empower employees – Become “Customer obsessed” – Develop high service quality standards – Watch service performance closely
Managing Service Productivity
Advantages of
Brand Names
Brand Equity
Identification Loyalty
Credibility
Awareness
品牌决策
Brand Name Selection
Selection Protection
Brand Sponsor
Manufacturer’s Brand Private Brand Licensed Brand Co-branding
Brand Strategy
Line Extensions Brand Extensions
Multibrands New Brands
品牌战略决策
Brand Name
Existing
New
Product Category
Existing
New
Line Extension
Brand Extension
包装
Competitive Advantages
Sales Tasks
Packaging
Product Safety
Identifies
Labeling Promotes
Describes
Consistency
产品组合决策
Width - number of different product
lines
产品整体概念
Augmented Product
Delivery & Credit
Installation
Brand Name
Quality Level
Packaging
Core Benefit
or Service
Features Design
AfterSale Service
Actual Product
Can’t be stored for later sale or use.
服务质量链
Internal Service Quality
Health Service Profits and Growth
Satisfied and Loyal Customers
Satisfied and Productive Service
– Train current or new employees – Increase quantity by decreasing quality – Utilize technology
– Existing brand names extended to new product categories.
Multibrands
– New brand names introduced in the same product category.
New Brands
– New brand names in new product categories.
什么是产品?
Anything that can be offered to a market for attention, acquisition, use or consumption.
Satisfies a want or a need.
Includes:
– Physical Products – Services – Persons – Places – Organizations – Ideas – Combinations of the above
Warranty
Core Product
产品层次
Product Attributes
Байду номын сангаас
Branding
Packaging
Labeling
Product Support Services
产品特性决策
Quality
Features
Design
品牌
Consistency
Quality & Value
Attributes Association