product and brand management : introduction

The introduction to a chapter on product and brand management typically covers the fundamental concepts of how products and brands are developed, managed, and marketed. It explains the importance of creating strong, distinctive products and brands that resonate with consumers, leading to competitive advantage. The chapter would also touch on the role of brand equity, product life cycles, and the strategies companies use to maintain and grow their brands over time. Additionally, it might introduce the interplay between customer perceptions, marketing efforts, and the overall success of a brand in the marketplace.

1. Product & Brand Management UNiT-1

2. Unit I: Product Management 2 Course Content: Concept of P roduct Product vs Brand Categories of New products Reasons for New Product Failure New Product Development Process Challenges in New Product Development Level of Products Classifications of products Product Mix Product life cycle (PLC) & Marketing strategies in each stage of PLC D esigning and managing services P ackaging and labelling

3. Product – Definition 6/22/20XX Pitch deck 3 Its a bundle of physical, chemical or intangible attributes that have the potential that satisfy present and potential customers wants. It means goods and services which combination of company offers to the target market .

4. Product 6/22/20XX 4 Anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need. Tangible or Intangible Good Service Event Idea Place (tourism) Person(Politicians, Entertainers, etc.)

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6. PRODUCT VS BRAND 6/22/20XX Pitch deck 6

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8. A NEW PRODUCT Pitch deck 8 6/22/20XX A new product, in its essence, is an offering that is novel or significantly different from existing products in the market. This novelty can take various forms, including technological innovation, unique features, design aesthetics, or even a different pricing strategy. The concept of a new product is not limited to tangible goods. It also extends to services, software, and even business models. 

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11. CATEGORIES OF NEW PRODUCTS 6/22/20XX Pitch deck 11

12. Pitch deck 12 6/22/20XX NEW PRODUCT- SUCCESS/ FAILURE FACTORS

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15. NEW PRODUCT DEVELOPMENT 15 New product development refers to  the complete process of bringing a new product to market . This can apply to developing: A n entirely new product I mproving an existing one to keep it Attractive and C ompetitive Introducing an old product to a new market

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18. Solution 6/22/20XX

19. LEVELS OF PRODUCTS 6/22/20XX Pitch deck 19

20. LEVELS OF PRODUCTS 6/22/20XX Pitch deck 20

21. LEVEL OF PRODUCTS 6/22/20XX Pitch deck 21

22. LEVEL OF PRODUCTS 6/22/20XX Pitch deck 22

23. LEVEL OF PRODUCTS 6/22/20XX Pitch deck 23

24. LEVEL OF PRODUCTS 6/22/20XX Pitch deck 24

25. CLASSIFICATION of PRODUCT

26. CLASSIFICATION OF PRODUCTS Pitch deck 26 6/22/20XX

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28. PRODUCT MIX Pitch deck 28 6/22/20XX The product mix is a subset  of the marketing mix and is an important part of the business model  of a company. Product mix, also known as product assortment, refers to the complete range of products present within a company that it offers to its customers. The product lines may range from one to many and the company may have many products under the same product line as well. All of these product lines when grouped together form the product mix of the company.

29. PRODUCT MIX Pitch deck 29 6/22/20XX

30. Elements of Product Mix 6/22/20XX 30 Length Product mix length consists of all related products offered by a single brand associated with a product line. Product mix length consists of all related products offered by a single brand associated with a product line. Breadth Depth Product depth refers to the wide variety of options of a particular product in an existing line. Consistency Product consistency refers to using a similar and distinct design pattern for every existing product in a product line. P R O D U C T M I X

31. Product Line Pitch deck 31 6/22/20XX The Product Line is a subset of the product mix. A product line is a group of related products marketed and sold under a specific brand, offered by a particular company. As the organization can have a number of different types of products, it will have similar number of product lines. Thus, in Nestle, there are milk-based products like milkmaid, Food products like Maggi, chocolate products like Kitkat and other such product lines. Thus, Nestle’s product mix will be a combination of the all the product lines within the company.

32. Product Mix - Product Line Pitch deck 32 6/22/20XX Product-Line  refers to a range of product items which are similar in nature, characteristics and function. On the other hand,  P roduct-Mix  is the complete range of products that a firm manufactures and offers for sale.

33. PRODUCT LIFE CYCLE (PLC) Pitch deck 33 6/22/20XX The Product Life Cycle (PLC) defines the stages that a product moves through in the marketplace as it enters, becomes established, and exits the marketplace. In other words, the product life cycle describes the stages that a product is likely to experience. It is a useful tool for managers to help to analyze and develop strategies for their products as they enter and exit each stage.

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38. D esigning and Managing services Pitch deck 38 6/22/20XX A  service is any act or performance one party can offer to another that is essentially intangible and does not result in the ownership of anything. The Five categories of service-offerings are: Pure tangible Goods - a tangible good such as toothpaste, with no accompanying services. Tangible Goods accompanying services - a tangible good, eg cell phone, accompanied by 1 or more services. Hybrid - An offering, like a restaurant meal, of equal parts goods and services. Major service accompanying minor goods and services - a major service, like air travel with additional services or supporting goods such as drinks. Pure service - primarily an intangible service, such as babysitting or psychotherapy.

39. SERVICES Pitch deck 39 6/22/20XX Health Care- Hospital, Medical practices, health club, etc. Professional Services- Accounting, Legal, Architectural, etc. Financial Services- Banking, Investment advising, Insurance , etc. Hospitality- Restaurant, Hotel/Motel, Ski resort, rafting , etc. Travel- A i r li n e s, T r a v el A g e n c i e s , etc. Others - H air styling, pest control, plumbing, lawn maintenance, counselling services , etc.

40. Characteristics of Services Pitch deck 40 6/22/20XX

41. Designing & Managing S ervices Parameters/Factors in the designing and managing of services Pitch deck 41 6/22/20XX

42. Designing & Managing S ervices Pitch deck 42 6/22/20XX Service Quality Model (SERVQUAL Model) The SERVQUAL model is based on the idea that customer views of five key dimensions—tangibles, reliability, responsiveness, assurance, and empathy map—are the best predictors of service quality. SERVQUAL Model uses a questionnaire with paired statements for each category to figure out how good the service is.

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44. P ACKAGING Pitch deck 44 6/22/20XX Packaging is the science, art, and technology of enclosing or protecting products for distribution, storage, sale, and use. The activities of designing and producing the container or wrapper for a product is called packaging . Packaging also refers to the process of design, evaluation, and production of packages. Many marketers have called packaging as 5 th P of marketing-mix. Packaging can be considered as styling weapon. The package is the buyer’s first encounter with the product and is capable of turning the buyer on or off.

45. Usage of Packaging Pitch deck 45 6/22/20XX Helps to build the Brand image Communicates the message of the Brand Creates Brand recognition Attracts Customers Makes the Brand stand out from the competition

46. Key Elements of Packaging Pitch deck 46 6/22/20XX The design of the packaging The materials used The branding of the packaging The printing of the packaging The packaging process

47. LABELLING Pitch deck 47 6/22/20XX "Labelling” is part of packing and consists of printed information that describes the product, appearing on or with the package. Package labelling is any written, electronic, or graphic communications on the packaging or on a separate but associated label. Labels are designed to give useful information about the product and packaging and also to draw the attention of consumers to a specific item. In both cases they have to be: Visible, Clear, Readable and Easy to understand .

48. Pitch deck 48 6/22/20XX Physical protection – The objects enclosed in the package may require protection from, among other things, mechanical shock, vibration, electrostatic discharge, , etc. Barrier protection – A barrier from oxygen, water vapor, dust, etc., is often required. Permeation is a critical factor in design. Some packages contain desiccants or Oxygen absorbers to help extend shelf life. Keeping the contents clean, fresh, sterile and safe for the intended shelf life is a primary function. Containment or agglomeration – Small objects are typically grouped together in one package for reasons of efficiency. E.g. a single box of 1000 pencils require less physical handling than 1000 single pencils. Liquids, powders, and granular materials need containment. Information transmission – Packages and labels communicate how to use, transport, recycle, or dispose of the package or product. Objectives of Packaging & Labelling

49. Pitch deck 49 6/22/20XX e) Recycle, or dispose of the package or product- With pharmaceuticals, food, medical, and chemical products, some types of information are required by governments. Some packages and labels also are used for track and trace purposes. f) Marketing – The packaging and labels can be used by marketers to encourage g) Security – Packaging can play an important role in reducing the security risks of shipment. Packages can be made with improved tamper resistance to deter tampering and also can have tamper-evident features to help indicate tampering. h) Convenience – Packages can have features that add convenience in distribution, handling, stacking, display, sale, opening, re-closing, use, dispensing, reuse, recycling, and ease of disposal. With pharmaceuticals, food, medical, and chemical products, some types of information are required by governments. Some packages and labels also are used for track and trace purposes. Objectives of Packaging & Labelling

50. Thank you Dr. Mukul Kumar Shrivastava Dr. Brahmmanand Sharma