1、Managing Products and Brands,市場(chǎng)全球化: 品牌, 產(chǎn)品屬性,School of Management of Xian Jiao Tong University,Valerie Zhu,A product is,anything that can be offered to a market to satisfy a want or need 產(chǎn)品的定義,Products can include 產(chǎn)品的種類,Physical goods,有形產(chǎn)品 Services,服務(wù),Experiences,體驗(yàn),Products can include,Events,事件,Pe

2、rsons,人物,Places,地點(diǎn),Products can include,Properties 財(cái)產(chǎn)/產(chǎn)權(quán),Organisations,組織,Information,信息,Ideas,理念,Product levels,Exercise 小練習(xí) Discuss the five product levels in relation to a Hilton hotel 根據(jù)產(chǎn)品的五個(gè)層次,分析希爾頓酒店可以提 供給客戶的 “產(chǎn)品”,核心層產(chǎn)品: 基本層產(chǎn)品: 期待層產(chǎn)品:,拓展層產(chǎn)品: 潛在層產(chǎn)品:,Product Classifications,產(chǎn)品分類,Durability and T

3、angibility -non-durable goods(非耐用品) -durable goods(耐用品) -services (服務(wù)型產(chǎn)品),Product Classifications,Consumer-goods classification(消費(fèi)品分類) -convenience goods -shopping goods -specialty goods -unsought goods,Product Classifications,Industrial-goods classification (工業(yè)品分類),-materials and parts,raw material

4、s,manufactured materials,-capital items,installations equipment,-supplies and business services,maintenance and repair items operating supplies,maintenance and repair services business advisory services,Product mix 產(chǎn)品組合,Product mix has a certain: Width (寬度) Length(長(zhǎng)度) Depth(深度) Consistency (連續(xù)度),Pro

5、duct-Mix Width and Product-Line Length for Procter& Gamble Products,(寶潔公司產(chǎn)品組合),Product-Mix Width,Disposable,Paper,Detergents Ivory Snow (1930),Toothpaste Gleem (1952),Bar Soap Ivory (1879),Diapers Pampers (1961),Tissue Charmin (1928),Crest (1955),PRODUCT-,Dreft (1933),Kirks (1885),Luvs (1976),Puffs

6、(1960),LINE LENGTH,Tide (1946),Lava (1893),Banner,(1982),Cheer,Camay,(1950),(1926),Summit (1992),Product line length (產(chǎn)品的延伸),Line Stretching Down-market Stretch (向下延伸) The company may notice strong growth opportunities as mass retailers attract a growing number of shoppers The company may wish to ti

7、e up lower-end competitors who might otherwise try to move up market The company may find that the middle market is stagnating or declining Up-market Stretch (向上延伸) examples? Two-Way Stretch (雙向延伸) examples?,Exercise 小練習(xí) Within your groups identify examples of downmarket, upmarket and two-way stretc

8、h,以小組為單位,舉例說明產(chǎn)品的向下延伸,向上延伸,和雙向延伸. 采取每一種延伸策略各有什麼優(yōu)缺 點(diǎn)?,What is a brand? (品牌),is a name, term, sign, symbol or design or a combination of them intended to identify the goods or services of one seller or a group of sellers and to differentiate them from those of,competitors,Attributes Benefits Values Cul

9、ture, Personality User,Commonly used research approaches to determine brand meaning: 常用,確定品牌含義的調(diào)研方法,Word associations Personifying the brand Laddering up the brand essence Brand essence Laddering up,Building Brand Identity,品牌的獨(dú)特性,Brand bonding Brands are not built by advertising but by the brand exp

10、erience Everyone in the company lives the brand Three ways to carry on internal branding Employees must Understand Desire, and Deliver on the brand promise,Brand Equity 品牌價(jià)值,Brand awareness Brand acceptability Brand preference Aakers five levels of customer attitude: The customer will change brands,

11、 especially for price reasons. No brand loyalty. Customer is satisfied. No reason to change brands. Customer is satisfied and would incur cost by changing brand. Customer values the brand and sees it as a friend. Customer is devoted to the brand.,Value of Brand Equity,The positive differential effec

12、t that knowing the brand name has on customer response to the product or service,Brand valuation: Inter brand,Competitive advantages of high,brand equity:,品牌增加競(jìng)爭(zhēng)優(yōu)勢(shì), bargaining with distributors and retailers can charge a higher price can more easily launch extensions offers some defense against pric

13、e competition,Question 實(shí)話實(shí)說,Have you ever based a purchasing decision primarily on the brand? Why? 你是否曾經(jīng)購買過某種產(chǎn)品,僅僅只考慮到品牌 的因素? 為什麼? 品牌在人們的購買行為中到底起多大作用? 你最喜歡哪一個(gè)品牌？為什麼？,Brand-Sponsor Decisions,Manufacturer brand 生產(chǎn)商品牌 Distributor brand 經(jīng)銷商品牌 Licensed brand name 許可品牌 Slotting fee 品牌使用費(fèi),Brand ladder Bran

14、d parity,Brand-Name Decision 如何決定品牌名稱?,Four available strategies:,品牌四種策略, Individual names 單品單名？ Blanket family names一攬子品牌？ Separate family names for all products 所有產(chǎn)品歸屬不同家族 Corporate name combined with individual product names,Desirable qualities for a brand name,product benefits 產(chǎn)品特性 product or se

15、rvice category產(chǎn)品種類 concrete, “high imagery” qualities 想象 力強(qiáng) easy to spell, pronounce, recognize, and remember Distinctive 特別 not carry poor meanings in other countries and languages 不含貶義 for example?,Brand building tools Public facilities Social cause,Public relations and press releases Sponsorships

16、 Clubs and consumer communities Factory visits Trade shows Event marketing,marketing High value for the money Founders or a celebrity personality Mobile phone marketing,Brand Strategy Decision, Functional brand Image brand Experimental,brands,Line Extensions, Branded variants Brand extensions, Brand

17、 dilution,Packaging 產(chǎn)品的包裝,Package,Primary Package,Secondary Package Shipping Package,Factors which have contributed to the growing,use of packaging as a marketing tool,Self-Service,Consumer affluence,Company and brand image Innovation opportunity,Labeling 標(biāo)識(shí),Functions, Identification Grading, Descri

18、ption,Consumerists have lobbied for:, Open dating Unit pricing, Grade labeling, Percentage labeling,The Nature of Services 服務(wù)的性質(zhì) A service is any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything,Government sector,來

19、自政府部門的,Private non-profit sector非盈利性組織 Business sector 盈利組織,Tangibility Spectrum 產(chǎn)品有形性譜系 Fast,Salt,Cars,food Cosmetics outlets,Intangible Dominant,Tangible Dominant,Fast food outlets,Ad agencies Airlines Teaching,Intangibility 無形的服務(wù),Cannot be seen, felt, tasted or touched 不可見, 不可觸摸,不可品償,Challenges:

20、服務(wù)應(yīng)對(duì)的挑戰(zhàn),-cannot be inventoried 不可儲(chǔ)存,-cannot be easily patented,不易獲得專利,-pricing: “unit cost”?,不易進(jìn)行單位定價(jià),Intangibility 無形性,Service positioning strategy can be made tangible through:, Place 地名, People 人名, Equipment 設(shè)備, Communication material 溝通物 Symbols 符號(hào) Price 價(jià)格,Variability 可變性,No two services are pr

21、ecisely alike: employees and customers may differ,沒有兩種服務(wù)是一模一樣的,Challenges: 應(yīng)對(duì)的挑戰(zhàn),-SQ depends on customers, employees and other customers -Standardisation?,服務(wù)質(zhì)量取決于直接客戶,員工,和其他用戶的滿意度?,Variability 可變性,Quality control by:,服務(wù)質(zhì)量通過什麼控制?,Good hiring and training procedures Service blueprint Monitoring,custom

22、er,satisfaction Technology,Inseparability,服務(wù)的不可分割性,Cannot be provided until sold and consumed,Challenges:,-Customers affect the transaction -Customers affect each other,-Employees affect the transaction -Mass production is difficult,Perish-ability,服務(wù)的可損耗性,Cannot be saved, stored, resold and returned

23、 Challenges -Synchronising supply and demand -No return policy 不可 “退貨”性,Perish-ability 服務(wù)的可損耗性,Strategies for better matching between demand and supply in a service business Differential pricing 差別定價(jià) Non-peak demand 非高峰期需求 Complementary services互補(bǔ)性服務(wù) Reservation systems 預(yù)定系統(tǒng) Part-time employees 兼職的員

24、工 Peak-time efficiency 高峰期的效率 Increased consumer participation Shared services 分享性 Facilities for future expansion 服務(wù)延伸的考慮,Marketing Strategies for Service Firms,服務(wù)業(yè)的策略營(yíng)銷,Three Additional Ps,People,Physical evidence Process,除了產(chǎn)品的4P 原則外,還有其他3個(gè)P (product, price, place, promotion),Three Types of Marketing in Service industries,Service companies face three tasks: 服務(wù)行業(yè)面臨的三個(gè)任務(wù):, Competitive differentiation, 競(jìng)爭(zhēng)差異性, Service quality 服務(wù)質(zhì)量 Productivity 生產(chǎn)效率,Managing differentiation管理差異化,Offering,Faster and Better Delivery I