Marketing 4p
Brand Positioning
A branding strategy in which marketers create a certain image or impression of a brand as compared to those of competitors' brands.
business to customer (pull or push) business to business (pull or push)
b to c "pull" b to b "push"
If someone doesn't know how to judge a core and wants to get a good product, do so
brand name
actual product
brand name, quality level, packaging, design, and features
More items in one line (long length): how do you solve it?
business portfolio analysis (star - cash cow - dog - children )
main function of packaging
carry and protect
what best way set price?
value- base
Without a brand, we can't do what?
we can't - target segment - price
type of product line stretching
- upward stretching downward stretching - both direction
Level of product and service
* Core customer value main function * actual product = complementary - add value to core - direct relationship - essential (ex:- packaging - design - brand name -quality ) * augmented product indirect relationship - optional - add value to customer ex:- after sale service
product and service classifications
*convenience *shopping * specialty *unsought
value-based strategy (based-on perception customer) "disadvantage"
- (time - effort - money) when have much item
Product Attributes
- quality (product perform main function) *core* product free from defect -features (tool for differentiation ) *actual* - style and design (style describe appearance ) (design describe function useful) style part from design or design large concept than style
Supply Chain View
- supply chain " make and sell" - Demand chain " sense and respond" *value Delivery Network*
competition-based strategy "disadvantage"
- survey by marketer ignores customer view -(time - effort - money) when have much item
Channel Design Decisions
1) Analyzes customer needs 2) setting channel objectives 3) identifying major channel alternatives 4) evaluate
integrating marketing communications strategy "promotion mix"
1- advertising (indirect - one way - no interaction - short message- one message for all - less effect - high spread- low cheap) 2- personal selling (direct - two way- interaction-detailed message - different message - more effect - low spread - more expensive) 3- Public relations 4- direct market 5- sales promotion ( reduce the risk first trialing new product - switch brands)
price strategy
1- cost-based pricing strategy product price = (fixed cost + variable cost ) total cost + standard mark up 2- Competition-based pricing strategy by survey (competitor price range and set price in the same range), considering we should target the same segment 3-value-based price strategy by asking customer
channel members functions
1- information in to two direction "market research" 2- promotion 3- contact 4- Matching 5- Negotiation 6- physical distrubution 7- Finance 8- risk taker
Distrubution "supply chain" patterns
1-upstream partner 2- Downstream partner
Brand Name Selection
1. Suggests benefits and qualities 2. Easy to pronounce, recognize, and remember 3. Distinctive 4. Extendable 5. Translatable for the global economy 6. Capable of registration and legal protection
Individual Product Decisions
1. product attributes 2. branding 3. packaging 4. labeling 5. product support services
high consistency, good or bad?
good but high consistency have one disadvantage (high risk depend on demand )
Cost-based pricing adds standard mark up to the cost of product
Cost-based pricing adds standard mark up to the cost of product
brand strategy
Product attributes Product benefits Product beliefs and values
brand equity
The brand name is company asset
core customer value
What does a buyer really buy? the basic problem-solving benefits that consumers are seeking
more items in one line (long length)—what disadvantage?
too much differentiation
Product Line Decisions
a group of products that are closely related because they function in a similar manner, are sold to the same customer
product line filling
adding items in gap of the line target same segment for profit - satisfy - plugging hole competitor- capacity
product line stretching
adding items to new segment
convenience products/services
consumer is not willing to spend any effort to purchase - frequent purchase - intensive distribution -low price - mass promotion (advertising ) for target segment is too large - buy by availability not loyalty
relationship between the core customer value and the actual product?
core = success on long term actual = success on short term
What effect on product price?
cost , competition, and customer perception of value + internal and external considerations
What is the most common way to use "set price"? why ?
cost base "more practical "
what is worst way set price ?
cost-base
Cost-based pricing strategy "disadvantage"
cost-based (internal issue ), ignore market price aggressiveness and ignore market price and competitor price
compare cost-based pricing strategies and value-based pricing strategies?
cost-based pricing strategy: design product - determine cost (fixed +variable ) - set price (add mark up +cost) - convince buyer Value-based pricing strategies: assess customer needs -set price to customer perceived value - determine cost - design product
pull strategy "advertising"
demand to obtain product distribution
sales promotion
discount - free sample - offering
how solve high consistency ?
diversification to minimize risk and stability
when customer set price less determine cost what producer do?
don't produce the product
Distribution types
exclusive (effort) intensive selective (product type - target segment)
when use producer to retailer without use wholesaler "convenience"
expired date short ex: yogurt weak package ex: biscuits
Why do we use the pull strategy in the introduction product?
for awerance and wide range introduction = use pull growth and maturity = use push and pull
Where does differentiation start from (core or actual) and why?
from actual differentiation is customization based on need and want
label a product
identify , describe and promote "communication"
product and service decisions
individual product decisions, product line decisions product mix decisions
Product Life Cycle
introduction, growth, maturity, decline
relationship between product line length and product line strength?
it is normal product line length is product line strength but not almost according market share
unsought products
items that the consumer does not know about or knows about but does not initially want
speciality products
items that the consumer makes a special effort to search out and buy - high price - exclusive distribution - not prefer communication activities (why?) because of customer-known product , and not less brand image - unique characteristics
Brand Development strategy
line extensions, brand extensions, multi-brands, new brands
value delivery network
made up of the company, suppliers, distributors, and customers who to improve performance of the entire system
Brand Sponsorship
manufacturer's brand, private brand, licensing, co-branding
Promotion (marketing)
market communication how to deliver to customer "target segment "appositive message
not product-pure or not service-pure, what do we sell?
market packing (market offering)
how know product or brand is decline?
market share and gross rate
When we introduce a product, what is our strategy?
mass promotion and advertising for awareness
effect sales promotion on brand image
negative
Can we avoid life-stage (decline) in products?
no
Push Strategy: "personal selling"
personal selling to convince a wholesaler or a retailer
new product pricing strategy, "innovation new product"?
price skimming (quality market) , penetration pricing (price market)
Number of Channel Levels
produce to customer (direct channel) produce to retailer to consumer (indirect channel) producer to wholesaler to retailer to customer (indirect channel)
shopping products
products that a customer feels are worth the time and effort to compare with competing products - less frequent purchases - selective product (brand position, brand image) - higher price - advertising or personal selling
Promotion Mix Strategies
push strategy and pull strategy
quality consistency
quality, free from defects consistency in delivering a targeted level of performance
market distribution
returns based on personal effort
Nature and Characteristics of a Service
services (unique characteristics) intangibility غير ملموس inseparability محدش يتفسحلى variability لا تعاد مثل تيكت طيار perishability لا تخزن
market penetration pricing
setting a low price for a new product to attract a large number of buyers and a large market share * Price-sensitive market *inverse relationship of production and distribution *low price keep competition out of the market
product market
something or anything offered in market, "tangible or intangible."
Market-skimming pricing (price skimming)
strategy with high initial price to revenue layer from market *product quality and image support price *buyer must want product at the price *produce in small volume *Competitor is not able to enter market easily
A strong core creates a strong brand name, or does a strong brand name create a strong core?
strong core creates strong brand brand keep on quality consistency
What is a price?
the amount of money charged for a product or service *price only customer give value* is only element in market mix that produces revenue; all other element represent cost
brand
the name, term, sign, or design—or a combination
agumented product
the non-physical part of the product consisting of lots of added value service
product line length
the number of items in the product line - line stretching - line filling
why company distrubution from producer to consumer?
to control brand image or brand personality
When is the brand down?
when core is weak
Product Mix Decisions
width (number of product line ) length (total item in whole line) depth (which line?) consistency (relationship between line & item)
company can use the "pull and push " strategy"
yes *push can convert to pull*
