Chapter 9 - Product, Branding, And Packaging Designs

Front 1

What is the Core Customer Value?

Back 1

The basic problem solving benefits that customers are seeking

Front 2

Explain the 4 types of consumer products (SSCU)

Back 2

1. Specialty (Ex: Luxury cars) - Customers show such a strong preference to the product that they will actively search for the best supplier

2. Shopping (Ex: apparel) - Customers generally compare alternatives

3. Convenience (Ex: Soap) - Customers are not willing to look for alternatives

4. Unsought - Customers do not think about buying it

Front 3

Product Mix vs. Product Line vs. Product Category

Back 3

Product Mix - Complete set of all products offered by a firm

Product Lines - Groups of associated items

> Oral Care, Skin Care, etc...

Product Category - Assortment of items seen as reasonable substitutes
> Toothpaste

Front 4

Product Mix Breadth vs. Product Line Depth

Back 4

Breadth - Number of product lines offered by the firm

Depth - Number of products within a product line

Front 5

What are the 6 values of branding?

Back 5

1. Facilitates Purchases - Recognize logos

2. Establishes Loyalty - Attract loyal customers

3. Protect from Competition and Price Competition - Loyal customers are less price sensitive

4. Reduce Marketing Costs - Already familiar with product

5. Brand are Assets - Can be protected legally

6. Impact Marketing Value