Product range management, branding strategies, packaging, brand identity, servuction, service production, product identification, customer loyalty, marketing strategies
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Abstract
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Abstract
This document outlines key concepts in product policy, including product range management, branding strategies, and packaging. It also explores the concept of a brand and its significance.
Extract
[...] Set of attributes and differences compared to others For example: Mercedes = solid and expensive and durable A set of values For example: Mercedes = performance, tradition, prestige A culture For example Mercedes = it's German A user profile For example Mercedes = man, wealthy, CSP+ What is a brand for? Facilitate product identification = bitten apple Protect against potential imitations Loyalty to the customer (innovation, differentiation, quality sign). Allows for higher valuation The different forms of marks - a name: Procter & Gamble - a first name: Marie frozen foods, Jeannette madeleines The mark is any element allowing to identify the offer of a company on the market. [...]
[...] Packaging + wrapping Toothpaste: packaging: tube + packaging: cardboard Functions of packaging Technical functions: protect, contain and preserve, ensure a quantity, transportation operation Commercial functions: attract / seduce (perfumes), personalize, position, inform Labelling IV) The specifics of service marketing Pure product (no service): toothpaste, Product + service: Product service: Box ? one cannot have a box without a subscription nor a subscription without a box Service + product: Service pure (without product): courses, Definition and classification Making available for payment or not a technical or intellectual capacity. Specificities of a service - intangibility: we cannot feel it, taste it, touch it? [...]
[...] - indivisibility: - variability: not the same experience - perishability: the seat is empty next to us on the train, it will never be sold again. The concept of servuction (service + production) Implication of the client in the production of the service At McDo: we place the order, we pay etc. [...]
