第七讲产品与品牌管理(市场营销管理北大符国群)

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,第七讲 产品与品牌管理,产品概念,产品组合,产品生命周期,品牌管理,一、产品概念,产品是能满足消费者需要与欲望的任何东西,消费者如何理解或感知某种产品，既取决于产品本身，也依赖于消费者的体验和消费者从市场和周围环境中获得的线索,消费者买产品是因为它提供的利益，而不是它的特征,整体产品概念,送货,安装 品质,品 买主追求的 特,核心产品,牌 核心利益 色 信,形式产品,人 包装 款 式 贷,附加产品,员 保证 维修,麦当劳的整体产品设计,就餐环境,饮料,儿童玩具,儿童乐园,生日会,周末儿童歌舞,二、产品组合,产品线：指具有密切关联（如具有类似的功能，通过相同的渠道销售或属于同样的价格水平）的一类产品。,产品项目：产品项目是指产品线中不同品种、规格、质量、和价格的特定产品。,产品组合：企业提供给市场的全部产品线和产品项目的组合或结构。,产品组合的宽度：产品组合中拥有的产品线的数目。,产品组合的长度：产品组合中产品项目的总数。,产品组合的深度：一条产品线所含产品项目的多少。,产品组合的相关性：各条产品线在最终用途、生产条件、分销渠道和其他方面的关联程度,产品组合决策,扩大产品组合,缩减产品组合,产品线延伸（向下延伸、向上延伸、双向延伸）,三、产品生命周期（一）,销售与利润,销售,利润,时间,导入期 成长期 成熟期 衰退期,产品生命周期（二）,生命周期是指产品从进入市场到最后被淘汰的过程，它一般经历导入期、成长期、成熟期、衰退期四个阶段,产品生命周期是一个经验概念，它具有多种形式,产品生命周期与产品使用寿命具有完全不同的含义,产品生命周期与产品定义范围有直接关系,产品生命周期不同阶段特点及营销策略（一）,导入期 成长期 成熟期 衰退期,主要特征,销售量,低,快速增长,缓慢增长 下降,利润,负 快速增长,边际利润下降,下降,现金流,负 中等程度 高 中等,营销目标,快速进入,提高市场份额,增加利润 撇取产品,目标顾客,创新者 早期采用者 大众 落后采用者,竞争者,很少,数目日益增加,稳中有降 数目减少,差别优势,产品功效 品牌形象,价格和服务,价格,产品生命周期不同阶段特点及营销策略（二）,导入期 成长期 成熟期 衰退期,市场营销组合,产品,基本型态,花色、品种增,多样化、,产品组合合理化,多、品质改善 差别化,价格,高(成本加成),低(渗透定价) 低(与竞争,稳定,者抗衡),促销水平,高 高 下降 低,广告,品牌认知,品牌信誉度,品牌忠诚,选择性作广告,分销,选择性分销 广泛分销 广泛分销,分销调整,组织结构 团队式 市场式,功能式 扁平式,重心 创新 营销 效率 降低成本,对产品生命周期理论的质疑,产品生命周期形式太多,产品生命周期各阶段的确定具有武断性,营销含义的不确定性,具有产品导向性,是营销战略的结果而不是制定营销战略的依据,四、品牌管理,品牌及其作用,品牌资产,品牌资产创造,品牌资产利用,什么是品牌？,“A brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors”.,Philip Kotler,A brand can convey meaning at several levels:,Attributes,Benefits,Values,Culture,Personality,品牌分类,按构成（,文字品牌、图形记号品牌、组合品牌、立体品牌）,按使用者（生产者品牌、中间商品牌、集体品牌）,按消费者认识（功能、形象、体验）,其他（亲族品牌、等级品牌、防御品牌、证明品牌）,品牌的作用,对消费者,简化购买决策,品质信息的指示器,地位与象征意义,对企业,差异化的前提,有助于发展顾客关系和培养顾客忠诚,有价值的无形资产,什么是品牌资产（Brand Equity),Brand equity is the result of customers or consumers associations to a brand. These associations may either add to or subtract from the value provided by the actual product or service produced.,由于消费者拥有关于某一品牌的知识而对该品牌营销活动所产生的差异性反应（Keller,1993),品牌资产受重视的背景,品牌资产概念最初由美国广告界在80年代提出。,八十年代初期的环境,企业广告支出的削减及广告界的反应,企业管理层对“品牌资产”概念的响应,学术界对品牌资产研究的执衷,品牌资产的构成,品牌知名度（Name Awareness),品质形象(Perceived Quality),品牌联想(Brand Associations),品牌忠诚(Brand Loyalty),其它与品牌相联系的资产,品牌忠诚的原因,传统解释,产品吸引,现代解释,知觉风险,时间压力,自我形象,建立强势品牌的过程,COMPANY INPUTS,Corporate,-,Discipline/Strategy,-,Image advertising,-,Technological capability,-,Employees, CEO,-,Physical plant,-,Location,Brand,-,Strategy,-,Target,-,Positioning, Product, Promotion, Place, Price,ENVIRONMENTAL,FILTER,Customers/Consumers,Competitors,Influencers/Regulators,General Economic,Social, Legal/Political,Technological Climate,POTENTIAL BENEFITS,Insulation from competitive,imitation,Engaged Customers,-more loyal,-more knowledgeable,-less price sensitive,Direction and facilitation to,market & product,expansion,Leverage within the,channel,EQUITY,Your,Product, Association-based, Cumulative,Brand Basis for Marketing Consumer Needs Management,Type Differentiation Mix Emphasis & Involvement Challenge(s),Functional,Superior performance Product, price Physiological & safety needs Sustaining the,(E.g., Tide, or superior economy and/or placeRelatively low involvement basis of MACH3, superiority,McDonalds,Dell Computer),Image,Desirable Image CommunicationsSocial & esteem needs Balancing the,(E.g, Miata, Moderate to high involvement brand heritage,Waterman, with the need for,Nike, Apple, relevance in a,Coke, Pepsi) dynamic environment,Experiential,A unique, engaging Service delivery Self-actualization needs Consistency in,(E.g., Disney, experience (place & people)Moderate to high involvement delivery,Saturn, risk of consumers Elizabeth becoming satiated,Arden, Virgin,Atlantic Airways),品牌管理工具：品牌类型矩阵,几种供选择的品牌战略,Branding Strategy,Corporate Family Product,Type of Brand,Functional,Image,Experiential,BIC, GE Gillette,(MACH3,Tide, Cheer,Sensor, Atra),Era,(P&G),Ralph Lauren, GM,(Chevy, Olds,Coke, Sprite,Anderson,Buick, Cadillac) (Coca-Cola),Consulting BMW,(3, 5, 7,series, Z-3, X5),Saturn, Lettuce Ritz Carlton,Starbucks, Entertain You Fairfield Inn,Green Mtn.,(Scoozi, Ben Pao,(Marriott),Mon Ami Gabi, The,Pump Room),品牌资产利用：产品线延伸与品牌延伸,产品线延伸（长虹背投彩电、Diet Coke）,向上延伸,向下延伸,双向延伸,品牌延伸（海尔手机、长虹空调）,产品线延伸: 动因,Low cost, low risk way to serve a segmented market,Adapt to consumer variety seeking and update or expand the core brands image,Increase shelf-space and thereby attract more consumer attention,Offer a broader range of price points and thereby serve a wider audience of consumers,Utilize excess capacity,Increase sales quickly and inexpensively,Create a barrier to competition by increasing control over shelf-space,Respond to trade pressure for special packaging,产品线延伸：风险,Blurring the rationale for each product in the line,Encouraging variety seeking,Diluting the core brand image,Under exploiting a good idea,Increasing costs without increasing total sales,Reducing credibility with trade if extension sales are lower than promised,Offering competitors more opportunities to match products,品牌资产利用：品牌延伸,如何看待“茅台”在啤酒、葡萄酒上的延伸？,娃哈哈集团为什么使用“非常可乐”而不是“娃哈哈”可乐？,“麦当劳”旅店或“麦当劳”厨具能在中国获得成功吗？,品牌资产利用：品牌延伸,延伸的理由？,风险？,存在边界吗？,品牌资产利用：是否进行品牌延伸？,对延伸,的评价,Strength of Brand Meaning,Too weak,to be,effective,Interference,品牌资产利用：是否进行品牌延伸？,Core Associations,Target Category,Brand,Dominance,(Interference?),Relatedness,(Effort Required),Consumers ability to link a brand to a new, target category will be a function of the nature of the linkage between the brands core associations and the category with which it is currently associated and the relatedness between the associations and the target category.,Source: Adapted from Farquhar, P., Han, J., Herr, P., and Ijiri, Y., “Strategies for Leveraging Master Brands,”,Marketing Research, Sept. 1992, 32-43.,品牌管理组织形式,组织形式,业主负责制,职能管理制,品牌经理制,环境变化提出的挑战,关键思想: 品牌管理,Brands are valuable corporate assets that exist in consumers minds.,Brands are affected by anything that consumers associate with the brand name, including other brands.,All brands have functional, image and experiential elements but they can be distinguished in terms of the primary motivation for purchase.,Functional brands emphasize the product as manufactured.,Image brands emphasize the product as a symbol.,Experiential brands emphasize the product as experienced when it is consumed.,Typically, consumers have greater emotional involvement with image and experiential brands than with functional brands.,A firms culture affects the type of brand that it can build,关键思想：品牌管理,While product line extensions are often viewed as an attractive way to exploit the equity in a brand, there are many hidden “costs” or liabilities that should be considered,An alternative strategy for leveraging brand equity is to launch a brand extension.,The “extendibility” of a brand is a function of its core associations. Brands that have “laddered-up” and, thus, connect with broad values and goals often can be extended successfully to other categories that serve the same goal. Brands that remain closely tied to their product category may only succeed with extensions to closely related categories.,演讲完毕，谢谢观看！,内容总结,第七讲 产品与品牌管理。第七讲 产品与品牌管理。有助于发展顾客关系和培养顾客忠诚。Social, Legal/Political,。-less price sensitive。Leverage within the。Type of Brand。产品线延伸: 动因。Encouraging variety seeking。娃哈哈集团为什么使用“非常可乐”而不是“娃哈哈”可乐。“麦当劳”旅店或“麦当劳”厨具能在中国获得成功吗。关键思想: 品牌管理。演讲完毕，谢谢观看,