MANAGING

PRODUCTS
AND BRANDS

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

THE PRODUCT LIFE CYCLE

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

THE PRODUCT LIFE CYCLE

Introduction Stage
Growth Stage
Maturity Stage
Decline Stage
Deletion
Harvesting

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Honda Ad
Introductory stage
product

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Product life cycle for the standalone fax machine for business use: 1970-2001

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

THE PRODUCT LIFE CYCLE

Some Dimensions of the Product Life

Cycle

Length of the Product Life Cycle

Shape of the Product Life Cycle

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Alternative product life cycles

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

THE PRODUCT LIFE CYCLE

Some Dimensions of the Product Life

Cycle The Product Level: Class and
Form

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Video game console and software life cycles by product

class and product form

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Categories and profiles of product adopters

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

MANAGING THE
PRODUCT LIFE CYCLE

Role of a Product Manager

Modifying the Product
Modifying the Market
Finding New Users
Increasing Use
Creating New Use Situation

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

MANAGING THE
PRODUCT LIFE CYCLE

Repositioning the Product

Reacting to a Competitors Position

Reaching a New Market
Catching a Rising Trend
Changing the Value Offered
Trading up
Trading down
Downsizing
2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

BRANDING AND
BRAND MANAGMENT

Branding
Brand name
Trade name
Trademark

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

BRANDING AND
BRAND MANAGMENT

Brand Personality and Brand Equity

Creating Brand Equity

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Customer-based brand equity pyramid

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

BRANDING AND
BRAND MANAGMENT

Brand Personality and Brand Equity

Valuing Brand Equity

Licensing
Picking a Good Brand Name

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

BRANDING AND
BRAND MANAGMENT

Branding Strategies

Manufacturer Branding
Multiproduct branding

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Alternative branding strategies

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

BRANDING AND
BRAND MANAGMENT

Manufacturer Branding
Co-branding
Multibranding
Euro-branding

Private Branding
Mixed Branding
Generic Branding
2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

PACKAGING AND LABELING

Creating Customer Value Through

Packaging and Labeling

Communication Benefits
Functional Benefits
Perceptual Benefits

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

PACKAGING AND LABELING

Global Trends in Packaging

Environmental Sensitivity
Health and Safety Concerns

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

PRODUCT WARRANTY

Express warranty
Limited coverage
Full coverage
Implied coverage

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin