Chapter 8 – Product, Services, and Brands
Case 8
Learning Objectivities :
3.Discuss branding strategy – the decisions companies make in building and managing their brands.
Basically, brand is the name, symbol or any other futures of the product, showing how this product is different from the others. So as to produce new brands, companies make some researches. As an illustration, they find informations about competitor companies and make swot analysis of their own brand. Secondly, they follow the web strategy, where they find tactics for themselves. Thirdly, they find name for their brand, make identification of it, use database and make design; like, website design. Next, they make web presence; system, structure, content, services, localization. After this step, they make promotion for their brand by using for example media, such as social media, and build a link with their brand promotion. Then, they make analysis by using some ways such as making analysis by using the user experience. Finally, they reach to the results like; analyzing whether the sales increased or not and how their business grow.
Discussion Questions
3.Do you feel that General Mills has strong brand quality? Why? Explain by giving examples.
I think, General Mills has a good brand quality, because it seems that, they share informations about their mission, values, history, websites, publications, communities, stock performance, submission of technological ideas, innovation intersection in clear and maybe enjoyable way. They do not use lots of and exaggerated sentence so as to make advertisement related with their company, rather, they use simple and short sentences. In addition, so as to catch peoples’ attention, instead of underlying or making bold the typographic style of important sentences, they prefer to use different colors, such as blue, with different typographic style. In addition, their slogan; we’re nourishing lives, is strong and very related with the aim of it.
Chapter 9 – Managing the Product Life Cycles
Case 9
Learning Objectivities
2.Describe the stages of the product cycle and how marketing strategies change during a product’s life cycle.
The stages of the product cycle are; introduction stage; introducing the product with publication or advertising, growth stage; the stage showing how the product show success, maturity stage; becoming old, the last stage before decline stage, and decline stage; the stage of becoming disappeared. Like all living things, non living things have a stage of existing, becoming old and dying stages.
Discussion Questions
1.”Although many products in the mature stage appear to remain unchanged for long periods, most successful ones are actually evolving to meet changing consumer needs.” Describe Fiber One’s efforts in the video to evolve with their consumers.
Fiber One is a company, which manage relationships with their customers, in an affective way. It attaches importance on the idea of its consumers with what they need or the products that it produced for them. The important thing here is; it attaches importance on learning the consumers’ view and sharing its own purpose, idea of producing product with its customers. When it shares all the purpose and aspects with its consumers, Fiber One has a tendency to meet its consumers needs and making them become aware of what they really need or do not need.
Aslı Halıcı (20700068)
Chapter 8 – Product, Services, and Brands
Case # 8
Learning Objectives:
2.Describe the decisions companies make regarding their individual products and services, product lines, and product mixes.
Individual product decisions involve product attributes, branding, packaging, labeling, and product support services. Product attribute decisions involve product quality, features, and style and de- sign. Branding decisions include selecting a brand name and developing a brand strategy. Packaging provides many key benefits, such as protection, economy, convenience, and promotion. Package decisions often include designing labels, which identify, describe, and possibly promote the product. Companies also develop product support services that enhance customer service and satisfaction and safeguard against competitors.Most companies produce a product line rather than a single product. A product line is a group of products that are related in function, customer-purchase needs, or distribution channels. All product lines and items offered to customers by a particular seller make up the product mix. Four dimensions can describe the mix: width, length, depth, and consistency. These dimensions are the tools for developing the company’s product strategy.
Discussion Questions:
2. Describe the benefits that the packaging of GoGurt provides consumers.
Go-Gurt’s new packaging design features new health messaging on the outside of the box, including labels of no high fructose corn syrup and that it contains natural flavors and colors. Go-Gurt is primarily marketed to children and come in a variety of different sugary-sweet flavors. One particular benefit of Go-Gurt is that it can be frozen the night before school, thrown into a lunchbox in the morning, and it will be thawed by lunchtime. Therefore, Go-Gurt was originally designed to be freezed and thawed and also the tube packaging was also designed for mothers to be able to freeze it for eventual thawing during their kids’ lunchtimes at school.
Chapter 9 – Managing the Product Life Cycles
Case # 9
Learning Objectives:
1. List and define the steps in the new-product development process and the major considerations in managing this process.
The new-product development process consists of eight sequential stages. The process starts with idea generation. Next comes idea screening, which reduces the number of ideas based on the company’s own criteria. Ideas that pass the screening stage continue through product concept development, in which a detailed version of the new-product idea is stated in meaningful consumer terms. In the next stage, concept testing, new-product concepts are tested with a group of target consumers to determine whether the concepts have strong consumer appeal. Strong concepts proceed to marketing strategy development, in which an initial marketing strategy for the new product is developed from the product concept. In the business-analysis stage, a review of the sales, costs, and profit projections for a new product is conducted to determine whether the new product is likely to satisfy the company’s objectives. With positive results here, the ideas become more concrete through product development and test marketing and finally are launched during commercialization. New-product development involves more than just going through a set of steps. Companies must take a systematic, holistic approach to managing this process. Successful new-product development requires a customer-centered, team-based, systematic effort.
Discussion Questions:
3. Why was the term “cross-promotions” used at the end of the video? Link this term with its mature products.
Cross- promotions (that include and link its various products) to bring its core users to these expanded and new products and when its products are in more mature product life cycle stages as well such as, healthy food products. Fiber One realized the importance of driving consumers to immediate trial like health insurance and limited availability in grocery stores They don’t believe in the decline stage. There is always a way to stimulate mature brands.
Arzu Selvitop
CHAPTER 8
1st learning objective
- Define product and the major classifications of products and services :
- Answer :
There are 2 main classification of products and services, they are :
1.) Consumer product : products and services bought by final consumers for personal consumption. Marketers usually classify these products and services further based on how consumers go about buying them. Consumer products include convenience products, shopping products, specialty products, and unsought products. These products differ in the ways consumers buy them and, therefore, in how they are marketed
2.) Industrial Product : Industrial products are those purchased for further processing or for use in conducting a business. Thus, the distinction between a consumer product and an industrial product is based on the purpose for which the product is purchased. If a consumer buys a lawn mower for use around home
1st discussion question
- “When designing products, marketers must first define the core, problem solving benefits or services that consumers seek.” What is the core customer value that GoGurt provides consumers?
- Answer :
The customer value of Gogurt is communication between mom and kids. Mom buys the gogurt, and put it on fridge. And the kids grab the gogurt for daily life and they bring the gogurt also for lunch. It is the way how kids and mom are communicate effectively
CHAPTER 9
Discussion question 2 :
Describe the various merits and limitations of the outlined promotional budget for launching Fiber One’s new chewy bar outlined in the video.
They spent 50% of their budget of couponing in the first four months of that launch. They spent one third for sampling and the rest they spent on very targeted messaging to influencers online and they expect the customer will try that product.
NAME : ARINA LARASATI SUSIJO (21300051)
chapter 9
discussion question 4
1) Sütaş Yoğurt sachet for one time usage.
2) Sütaş Yoğurt product tasting stands in the store
3) As they emphasize the naturalness of the product in their ads, they can organize tours to their farms and make activities to involve & to show to the existing customers the process.
Hüma – 21000114
Fuse Tea 