Edmar Dweezel Quinsay, Christian Ilagan, Mary Christine Sison, Claudine Frias

Aimee Crezel Priscion,

Gelen Lubong,

What is a Product?
A product is defined as anything that can be offered in the market for attention, acquisition, use, or consumption to satisfy a need, want, demand or expectation. It may include physical objects, persons, ideas, and services.

3. Core Product is the

generic benefit that each product gives. It is that part of the product that the customer is actually buying.

Branding
Branding is an effective mode of selling a product or service. This includes brands, brand names, brand marks, trademarks, and trade names. Brand is essentially a name, term, design, symbol, or any other feature that identifies a sellers product or service distinctive of the others.

Levels of Product

1. Formal/ Actual Product it

is the physical or tangible product. This includes the products name, label, brand name, style, packaging, features, and quality level.
2. Augmented Product This

a. Brand name is that part of

a brand name that is verbally mentioned. It includes letters, words, and numbers.
b. Brand mark it is not made

level is the part where the seller provides additional services and privileges to consumers of the product such as warranty, service, delivery, installation, training, discounts, etc. This deals with buyer preference and consumption attitudes.

up of words but instead represented as a symbol or design.

c. Trademark

is a legal designation indicating that the owner has exclusive use of a brand and that others are prohibited by law from using it. than mentioning the name of

d. Trade name it is use rather

Edmar Dweezel Quinsay, Christian Ilagan, Mary Christine Sison, Claudine Frias

Aimee Crezel Priscion,

Gelen Lubong,

a specific product. It is the full and legal name of an organization. Benefits of Branding It helps buyer identify specific product that they like to purchase. It facilitates the purchase of items that satisfy the needs of the buyer. It indirectly promotes all other products that are similarly branded. It spells the word BUSINESS.

Packaging & Labeling

Packaging- is the process of product planning where in the company researches, designs, and produces its package. It is the activity of designing and producing the container of wrapper for a product.

Package- is any container

used to protect, promote, transport, and/or identify a product. It may be a battle, envelope, packet, sachet, box or parcel. It generally consists of a product's physical container, an outer label, and/or inserts.

Brand Management
one of the most approaches to enhancement strategies. effective product

Label- indicates the

Some Things to remember in brand building and management.

Commonality of vision Top management support Branding context in a localized

product's brand name, the company logo, ingredients, promotional messages, inventory control codes and instructions for use. Inserts- consist of detailed instructions and safety information that are carried in drugs, toys, and other packages or coupons, prizes, or recipe booklets.

Co- branding Reinventing Focus on women Simplicity but appealing

Benefits of packaging
1. Communication

Edmar Dweezel Quinsay, Christian Ilagan, Mary Christine Sison, Claudine Frias

Aimee Crezel Priscion,

Gelen Lubong,

benefits: packaging allows

for effective communication to both and consumers and the public. It conveys information to the consumer such as disclosure of product components and direction on how to use the product. It also presents other information like seals and symbols.

1. Length Decision One of the decisions that product-line managers have to make is choosing the appropriate product-line length. This productline length, more or less determine the companys objective or vise versa. The length of a companys product line is highly influenced by the firms objectives or vise versa. 2. Stretching Decisions

2. Functional benefits:
Packaging often plays an important functional role, such as convenience, protection, and storage.

Product-Line Stretching occurs when a company lengthens its product line beyond its current range. This method can be done in three ways: downward, upward or both ways.
a. Downward Stretch- This

3. Perception Benefits:
A third component of packaging is the perception created in the consumers mind. A package can connote status, economy, and even product quality.

Product Line

Is a group of products that are closely related, either because they function in a similar manner or are sold to the same types or outlets, of fall within given price ranges.

type of product-line stretching occurs when a company initially establishes itself at the high end of the market and later on it stretches its line downward. b. Upward Stretch- In this type of product-line stretching, companies positioned at the lower end of the market may soon find itself entering the higher end. c. Two-way Stretch- The two way stretch may be done by companies who find themselves selling middlerange products and then decide to stretch their lines each direction that is either, downward and upward. 3. Filing Decisions

Product Line Decisions:

Edmar Dweezel Quinsay, Christian Ilagan, Mary Christine Sison, Claudine Frias

Aimee Crezel Priscion,

Gelen Lubong,

A product line can also be developed by introducing new products within the present range. This can result to earning extra profits, satisfying the dealers, using excess capacity; establishing oneself as a full-line company; and shutting gateways for competition. Product Mix Decision A product mix is the set of all product lines and items that a particular seller offers for sales to buyers. A companys product mix can have certain features: width, length, depth, and consistency.

Width refers to the number of different product lines; Length refers to the total number of the items the company carries; Depth refers to how many versions of each product is offered the line; and Consistency refers to how closely related the various product lines are in and use, production, requirements and distribution channels, among others.