第七講產(chǎn)品與品牌管理(市場(chǎng)營(yíng)銷管理北大符國(guó)群)

第七講產(chǎn)品與品牌管理產(chǎn)品概念產(chǎn)品組合產(chǎn)品生命周期品牌管理一、產(chǎn)品概念產(chǎn)品是能滿足消費(fèi)者需要與欲望的任何東西消費(fèi)者如何理解或感知某種產(chǎn)品，既取決于產(chǎn)品本身，也依賴于消費(fèi)者的體驗(yàn)和消費(fèi)者從市場(chǎng)和周圍環(huán)境中獲得的線索消費(fèi)者買產(chǎn)品是因?yàn)樗峁┑睦?，而不是它的特征整體產(chǎn)品概念送貨安裝品質(zhì)品買主追求的特核心產(chǎn)品牌核心利益色信形式產(chǎn)品人包裝款式貸附加產(chǎn)品員保證維修

麥當(dāng)勞的整體產(chǎn)品設(shè)計(jì)就餐環(huán)境飲料兒童玩具兒童樂園生日會(huì)周末兒童歌舞二、產(chǎn)品組合產(chǎn)品線：指具有密切關(guān)聯(lián)（如具有類似的功能，通過相同的渠道銷售或?qū)儆谕瑯拥膬r(jià)格水平）的一類產(chǎn)品。產(chǎn)品項(xiàng)目：產(chǎn)品項(xiàng)目是指產(chǎn)品線中不同品種、規(guī)格、質(zhì)量、和價(jià)格的特定產(chǎn)品。產(chǎn)品組合：企業(yè)提供給市場(chǎng)的全部產(chǎn)品線和產(chǎn)品項(xiàng)目的組合或結(jié)構(gòu)。產(chǎn)品組合的寬度：產(chǎn)品組合中擁有的產(chǎn)品線的數(shù)目。產(chǎn)品組合的長(zhǎng)度：產(chǎn)品組合中產(chǎn)品項(xiàng)目的總數(shù)。產(chǎn)品組合的深度：一條產(chǎn)品線所含產(chǎn)品項(xiàng)目的多少。產(chǎn)品組合的相關(guān)性：各條產(chǎn)品線在最終用途、生產(chǎn)條件、分銷渠道和其他方面的關(guān)聯(lián)程度產(chǎn)品組合決策擴(kuò)大產(chǎn)品組合縮減產(chǎn)品組合產(chǎn)品線延伸（向下延伸、向上延伸、雙向延伸）三、產(chǎn)品生命周期（一）銷售與利潤(rùn)

銷售

利潤(rùn)

時(shí)間

導(dǎo)入期成長(zhǎng)期成熟期衰退期產(chǎn)品生命周期（二）生命周期是指產(chǎn)品從進(jìn)入市場(chǎng)到最后被淘汰的過程，它一般經(jīng)歷導(dǎo)入期、成長(zhǎng)期、成熟期、衰退期四個(gè)階段產(chǎn)品生命周期是一個(gè)經(jīng)驗(yàn)概念，它具有多種形式產(chǎn)品生命周期與產(chǎn)品使用壽命具有完全不同的含義產(chǎn)品生命周期與產(chǎn)品定義范圍有直接關(guān)系產(chǎn)品生命周期不同階段特點(diǎn)及營(yíng)銷策略（一）導(dǎo)入期成長(zhǎng)期成熟期衰退期主要特征－銷售量低

快速增長(zhǎng)

緩慢增長(zhǎng)下降

－利潤(rùn)負(fù)快速增長(zhǎng)邊際利潤(rùn)下降下降－現(xiàn)金流負(fù)中等程度高中等營(yíng)銷目標(biāo)快速進(jìn)入提高市場(chǎng)份額增加利潤(rùn)撇取產(chǎn)品目標(biāo)顧客創(chuàng)新者早期采用者大眾落后采用者

競(jìng)爭(zhēng)者很少數(shù)目日益增加穩(wěn)中有降數(shù)目減少差別優(yōu)勢(shì)產(chǎn)品功效品牌形象價(jià)格和服務(wù)價(jià)格產(chǎn)品生命周期不同階段特點(diǎn)及營(yíng)銷策略（二）導(dǎo)入期成長(zhǎng)期成熟期衰退期市場(chǎng)營(yíng)銷組合－產(chǎn)品基本型態(tài)

花色、品種增

多樣化、產(chǎn)品組合合理化多、品質(zhì)改善差別化－價(jià)格高(成本加成)

低(滲透定價(jià))低(與競(jìng)爭(zhēng)穩(wěn)定者抗衡)

－促銷水平

高高下降低－廣告品牌認(rèn)知品牌信譽(yù)度品牌忠誠(chéng)選擇性作廣告－分銷選擇性分銷廣泛分銷廣泛分銷分銷調(diào)整－組織結(jié)構(gòu)團(tuán)隊(duì)式市場(chǎng)式

功能式扁平式－重心創(chuàng)新營(yíng)銷效率降低成本

對(duì)產(chǎn)品生命周期理論的質(zhì)疑產(chǎn)品生命周期形式太多產(chǎn)品生命周期各階段的確定具有武斷性營(yíng)銷含義的不確定性具有產(chǎn)品導(dǎo)向性是營(yíng)銷戰(zhàn)略的結(jié)果而不是制定營(yíng)銷戰(zhàn)略的依據(jù)四、品牌管理品牌及其作用品牌資產(chǎn)品牌資產(chǎn)創(chuàng)造品牌資產(chǎn)利用什么是品牌？“Abrandisaname,term,sign,symbol,ordesign,oracombinationofthem,intendedtoidentifythegoodsorservicesofonesellerorgroupofsellersandtodifferentiatethemfromthoseofcompetitors”.PhilipKotlerAbrandcanconveymeaningatseverallevels:AttributesBenefitsValuesCulturePersonality品牌分類按構(gòu)成（文字品牌、圖形記號(hào)品牌、組合品牌、立體品牌）按使用者（生產(chǎn)者品牌、中間商品牌、集體品牌）按消費(fèi)者認(rèn)識(shí)（功能、形象、體驗(yàn)）其他（親族品牌、等級(jí)品牌、防御品牌、證明品牌）品牌的作用對(duì)消費(fèi)者簡(jiǎn)化購(gòu)買決策品質(zhì)信息的指示器地位與象征意義對(duì)企業(yè)差異化的前提有助于發(fā)展顧客關(guān)系和培養(yǎng)顧客忠誠(chéng)有價(jià)值的無形資產(chǎn)什么是品牌資產(chǎn)（BrandEquity)Brandequityistheresultofcustomers’orconsumers’associationstoabrand.Theseassociationsmayeitheraddtoorsubtractfromthevalueprovidedbytheactualproductorserviceproduced.由于消費(fèi)者擁有關(guān)于某一品牌的知識(shí)而對(duì)該品牌營(yíng)銷活動(dòng)所產(chǎn)生的差異性反應(yīng)（Keller,1993)品牌資產(chǎn)受重視的背景品牌資產(chǎn)概念最初由美國(guó)廣告界在80年代提出。八十年代初期的環(huán)境企業(yè)廣告支出的削減及廣告界的反應(yīng)企業(yè)管理層對(duì)“品牌資產(chǎn)”概念的響應(yīng)學(xué)術(shù)界對(duì)品牌資產(chǎn)研究的執(zhí)衷品牌資產(chǎn)的構(gòu)成品牌知名度（NameAwareness)品質(zhì)形象(PerceivedQuality)品牌聯(lián)想(BrandAssociations)品牌忠誠(chéng)(BrandLoyalty)其它與品牌相聯(lián)系的資產(chǎn)品牌忠誠(chéng)的原因傳統(tǒng)解釋產(chǎn)品吸引現(xiàn)代解釋知覺風(fēng)險(xiǎn)時(shí)間壓力自我形象建立強(qiáng)勢(shì)品牌的過程COMPANYINPUTS

?

Corporate

-

Discipline/Strategy

-

Imageadvertising

-

Technologicalcapability

-

Employees,CEO

-

Physicalplant

-

Location

?

Brand

-

Strategy

-

Target

-

Positioning

?Product

?Promotion

?Place

?PriceENVIRONMENTAL

FILTER

?

Customers/Consumers

?

Competitors

?

Influencers/Regulators

?

GeneralEconomic,

Social,Legal/Political,

TechnologicalClimatePOTENTIALBENEFITS

?

InsulationfromcompetitiveimitationEngagedCustomers-moreloyal-moreknowledgeable-lesspricesensitive

?

?

Directionandfacilitationto

market&product

expansion

?

Leveragewithinthe

channelEQUITYYour

Product?Association-based

?CumulativeBrand BasisforMarketingConsumerNeedsManagementType DifferentiationMixEmphasis&Involvement Challenge(s)Functional

SuperiorperformanceProduct,price Physiological&safetyneedsSustainingthe(E.g.,Tide, orsuperioreconomy and/orplace Relativelylowinvolvementbasisof MACH3, superiorityMcDonald’sDellComputer)Image DesirableImage Communications Social&esteemneeds Balancingthe(E.g,Miata, ModeratetohighinvolvementbrandheritageWaterman, withtheneedforNike,Apple, relevanceinaCoke,Pepsi) dynamic environmentExperientialAunique,engaging Servicedelivery Self-actualizationneedsConsistencyin(E.g.,Disney,experience (place&people) Moderatetohighinvolvementdelivery,Saturn, riskofconsumersElizabeth becomingsatiatedArden,VirginAtlanticAirways)品牌管理工具：品牌類型矩陣幾種供選擇的品牌戰(zhàn)略

BrandingStrategyCorporate Family ProductTypeofBrandFunctionalImageExperientialBIC,GE Gillette(MACH3, Tide,Cheer

Sensor,Atra) Era(P&G)RalphLauren, GM(Chevy,Olds,Coke,SpriteAnderson Buick,Cadillac) (Coca-Cola)Consulting BMW(3,5,7

series,Z-3,X5)Saturn, Lettuce RitzCarlton,Starbucks,EntertainYou FairfieldInnGreenMtn. (Scoozi,BenPao,

(Marriott)

MonAmiGabi,The PumpRoom)品牌資產(chǎn)利用：產(chǎn)品線延伸與品牌延伸產(chǎn)品線延伸（長(zhǎng)虹背投彩電、DietCoke）向上延伸向下延伸雙向延伸品牌延伸（海爾手機(jī)、長(zhǎng)虹空調(diào)）產(chǎn)品線延伸:動(dòng)因Lowcost,lowriskwaytoserveasegmentedmarketAdapttoconsumervarietyseekingandupdateorexpandthecorebrand’simageIncreaseshelf-spaceandtherebyattractmoreconsumerattentionOfferabroaderrangeofpricepointsandtherebyserveawideraudienceofconsumersUtilizeexcesscapacityIncreasesalesquicklyandinexpensivelyCreateabarriertocompetitionbyincreasingcontrolovershelf-spaceRespondtotradepressureforspecialpackaging產(chǎn)品線延伸：風(fēng)險(xiǎn)BlurringtherationaleforeachproductinthelineEncouragingvarietyseekingDilutingthecorebrandimageUnderexploitingagoodideaIncreasingcostswithoutincreasingtotalsalesReducingcredibilitywithtradeifextensionsalesarelowerthanpromisedOfferingcompetitorsmoreopportunitiestomatchproducts品牌資產(chǎn)利用：品牌延伸如何看待“茅臺(tái)”在啤酒、葡萄酒上的延伸？娃哈哈集團(tuán)為什么使用“非?？蓸贰倍皇恰巴薰笨蓸罚俊胞湲?dāng)勞”旅店或“麥當(dāng)勞”廚具能在中國(guó)獲得成功嗎？品牌資產(chǎn)利用：品牌延伸延伸的理由？風(fēng)險(xiǎn)？存在邊界嗎？品牌資產(chǎn)利用：是否進(jìn)行品牌延伸？對(duì)延伸的評(píng)價(jià)StrengthofBrandMeaningTooweaktobeeffectiveInterference品牌資產(chǎn)利用：是否進(jìn)行品牌延伸？CoreAssociationsTargetCategoryBrandDominance(Interference?)Relatedness(EffortRequired)Consumers’abilitytolinkabrandtoanew,targetcategorywillbeafunctionofthenatureofthelinkagebetweenthebrand’scoreassociationsandthecategorywithwhichitiscurrentlyassociatedandtherelatednessbetweentheassociationsandthetargetcategory.Source:AdaptedfromFarquhar,P.,Han,J.,Herr,P.,andIjiri,Y.,“StrategiesforLeveragingMasterBrands,”,MarketingResearch,Sept.1992,32-43.品牌管理組織形式組織形式業(yè)主負(fù)責(zé)制職能管理制品牌經(jīng)理制環(huán)境變化提出的挑戰(zhàn)關(guān)鍵思想:品牌管理Brandsarevaluablecorporateassetsthatexistinconsumers’minds.Brandsareaffectedbyanythingthatconsumersassociatewiththebrandname,includingotherbrands.Allbrandshavefunctional,imageandexperientialelementsbuttheycanbedistinguishedintermsoftheprimarymotivationforpurchase.Functionalbrandsemphasizetheproductasmanufactured.Imagebrandsemphasizetheprod