lecture 14 - • Both processes affect PLC curve Consumers...

Info icon This preview shows pages 1–12. Sign up to view the full content.

View Full Document Right Arrow Icon
Product Strategy: Managing Products & Brands
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
From last class. What’s a product? Types of classifications The set of decisions for tangible goods How “newness” is described, and what it means, in terms of consumer behavior and marketing action. Stages of new-product development.
Image of page 2
What you should know… Strategic issues for products The value of the product life cycle (PLC) Implications of PLC for product development Factors that affect PLC Managing more than one product/brand Branding strategy Building brand equity Meeting brand challenges
Image of page 3

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
The Life of a Product
Image of page 4
Alternative PLCs
Image of page 5

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Processes that Affect PLC Adoption – process by which individuals decide to accept a product Diffusion – process by which product is accepted in a social network or community
Image of page 6
Image of page 7

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 8
Image of page 9

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 10
Image of page 11

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 12
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: • Both processes affect PLC curve Consumers and the PLC The Consumer Adoption Process • Stages in which consumers decide whether or not to become regular users of a new product. – Awareness – Interest – Evaluation – Trial – Adoption or rejection Strategies for Managing the Product Life Cycle • Modify the product – Feature changes (actual product) – Repositioning (perceived product) • Modify the market – Increase frequency of use – Find new users – Find new uses – Find new markets More Than One Product… • Product line decisions – Length – Density • Product mix decisions – Width – Length – Depth – Consistency Building the Brand • uspto Brand Strategy Lite...
View Full Document

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern