ESTABLISHING MARKETING MIX FORM THROUGH PRODUCT STRATEGY “BRAND ARCHITECTURE”
PRODUCT CONCEPTS: BUILDING THE "PRODUCT HOUSE" ["Brand Architecture"]
A. Foundation -- 5 Levels of Product
*Core *Basic *Expected *Augmented *Potential
B. Framing -- Product Classification
*Convenience *Shopping *Specialty *Unsought
C. Function
-- Product Strategy Decisions & Brand Value Creation
* Attributes & Features [Quality, Style/Design]
* Brand Name/Image/Meaning/Beliefs
* Brand Value Delivery & Brand Loyalty/Equity Creation
* Packaging/Labeling (“micro-signage”)
* Retail Outlet/Access/Merchandising/Atmosphere/Service / CUSTOMER BENEFITS: MAKING A "CUSTOMER'S HOME"
A. Fit -- Basic Need Met by "Core Benefits"
-- Context for Wants Met by "Actual Product"
-- Future Desires Met by Augmented Product
B. Focus -- Convenience [low effort & high access]
-- Shopping [medium effort & medium access]
-- Specialty [high effort & low access]
-- Unsought [as needed effort/access]
C. Fulfillment: Personal identity = Brand Identity
* Attributes & Features = Physical & Economic Self
* Brand Name/Image = Psychological & Social Self
* Brand Value Identification & Loyalty = Behavior Commitment Self
* Packaging = Usage, Storage, & Logistical Self
* Retail Access & Service = Location & Support Self
[Store / Site Extensions of Self]

MBA MARKETING MANAGEMENT SEMINAR [MKTG 600]

PRODUCT ELEMENT STRATEGY: THE BRAND PLAN PART 1

*** From Product “House” to Customer“Home” ***

MBA MARKETING MANAGEMENT SEMINAR [MKTG 600]

*** Product Element Strategy: The Brand Plan Part 2 – Return of “Value Proposition” ***

BUILDING/ANALYZING BRAND LOYALTY
FROM Tangible Material TO Intangible Functional TO Intrinsic Personal Shared Customer/Brand Identity
PRODUCT/SERVICE -- "Product Oriented" [PRODUCT HOUSE]: *”TIDE” Laundry Detergent “example”
a) Cleans better (rough/tough stains) b) Won't fade colors c) Fresh smell d) cold water energy saving formula
VALUE PROPOSITION -- "Market Oriented" [CUSTOMER HOME]: How Customers are SERVED [intangible] by a set of BENEFITS [intangible] company promises to DELIVER [connection with tangible product attributes]
"Tide" -- "powerful all-purpose cleaning" ... and the resulting identity/personality affirmation articulated by BRAND
BRAND STRATEGY DECISIONS -- FROM "Market-Oriented" Value TO Living "Relationship" Personality
[THE SHARED FAMILY HOUSEHOLD LIFE CYCLE]
1) Positioning -- CONNECT "Prod. Oriented" Attributes WITH "Market-Oriented" Benefits (Value Prop.) --FUNCTIONAL Performance
*"TIDE" -- "powerful all-purpose cleaning" ["intangible"] CONNECTED WITH "tangible" chemical ingredients from R & D
2) Brand Name -- CONNECT "Value Proposition(s)" WITH "Customer/Brand Identity" to Symbolize PERSONAL Relationship
*"TIDE" -- ocean/sea ... FREEDOM ... flowing waters bringing in fresh air, and washing away the sandy dirt
-- waves ... MOTION/CHANGE ... carrying my wishes (of leisure & ease) from my house confines to their open airy destination
3) Brand Strategy [Sponsors, Media/Messages, Distrib./Retailing, Development] -- CONNECTING "Name/Identity" WITH Ongoing CRM
4) Product Life Cycle of Brands -- "Shared Customer/Brand Household Life-Cycle"
a) Intro.-Awareness b) Growth-Market Presence (breadth) c) Maturity-Market Power (depth) d) Decline-Market Memory (length)