1、第七讲第七讲 产品与品牌管理产品与品牌管理u产品概念u产品组合u产品生命周期u品牌管理一、产品概念一、产品概念u产品是能满足消费者需要与欲望的任何东西u消费者如何理解或感知某种产品，既取决于产品本身，也依赖于消费者的体验和消费者从市场和周围环境中获得的线索u消费者买产品是因为它提供的利益，而不是它的特征整体产品概念整体产品概念送货 安装 品质 品 买主追求的 特 核心产品 牌 核心利益 色 信 形式产品 人 包装 款 式 贷 附加产品 员 保证 维修 麦当劳的整体产品设计麦当劳的整体产品设计u就餐环境u饮料u儿童玩具u儿童乐园u生日会u周末儿童歌舞二、产品组合二、产品组合u产品线：指具有密切关
2、联（如具有类似的功能，通过相同的渠道销售或属于同样的价格水平）的一类产品。u产品项目：产品项目是指产品线中不同品种、规格、质量、和价格的特定产品。u产品组合：企业提供给市场的全部产品线和产品项目的组合或结构。u产品组合的宽度：产品组合中拥有的产品线的数目。u产品组合的长度：产品组合中产品项目的总数。u产品组合的深度：一条产品线所含产品项目的多少。u产品组合的相关性：各条产品线在最终用途、生产条件、分销渠道和其他方面的关联程度产品组合决策产品组合决策u扩大产品组合u缩减产品组合u产品线延伸（向下延伸、向上延伸、双向延伸）三、产品生命周期（一）三、产品生命周期（一）销售与利润 销售 利润 时间 导
3、入期 成长期 成熟期 衰退期产品生命周期（二）产品生命周期（二）u生命周期是指产品从进入市场到最后被淘汰的过程，它一般经历导入期、成长期、成熟期、衰退期四个阶段u产品生命周期是一个经验概念，它具有多种形式u产品生命周期与产品使用寿命具有完全不同的含义u产品生命周期与产品定义范围有直接关系产品生命周期不同阶段特点及营销策略（一）产品生命周期不同阶段特点及营销策略（一） 导入期 成长期 成熟期 衰退期主要特征销售量 低 快速增长 缓慢增长 下降 利润 负 快速增长 边际利润下降 下降现金流 负 中等程度 高 中等营销目标 快速进入 提高市场份额 增加利润 撇取产品目标顾客 创新者 早期采用者 大众
4、 落后采用者 竞争者 很少 数目日益增加 稳中有降 数目减少差别优势 产品功效 品牌形象 价格和服务 价格 产品生命周期不同阶段特点及营销策略（二）产品生命周期不同阶段特点及营销策略（二） 导入期 成长期 成熟期 衰退期市场营销组合产品 基本型态 花色、品种增 多样化、 产品组合合理化 多、品质改善 差别化价格 高(成本加成) 低(渗透定价) 低(与竞争 稳定 者抗衡) 促销水平 高 高 下降 低广告 品牌认知 品牌信誉度 品牌忠诚 选择性作广告分销 选择性分销 广泛分销 广泛分销 分销调整组织结构 团队式 市场式 功能式 扁平式重心 创新 营销 效率 降低成本 对产品生命周期理论的质疑对产品
5、生命周期理论的质疑u产品生命周期形式太多u产品生命周期各阶段的确定具有武断性u营销含义的不确定性u具有产品导向性u是营销战略的结果而不是制定营销战略的依据四、品牌管理四、品牌管理u品牌及其作用u品牌资产u品牌资产创造u品牌资产利用什么是品牌？什么是品牌？u“A brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentia
6、te them from those of competitors”.Philip KotleruA brand can convey meaning at several levels:AttributesBenefitsValuesCulturePersonality品牌分类u按构成（文字品牌、图形记号品牌、组合品牌、立体品牌）u按使用者（生产者品牌、中间商品牌、集体品牌）u按消费者认识（功能、形象、体验）u其他（亲族品牌、等级品牌、防御品牌、证明品牌）品牌的作用品牌的作用u对消费者对消费者简化购买决策品质信息的指示器地位与象征意义u对企业对企业差异化的前提有助于发展顾客关系和培养顾客忠诚
7、有价值的无形资产什么是品牌资产（什么是品牌资产（Brand Equity)Brand equity is the result of customers or consumers associations to a brand. These associations may either add to or subtract from the value provided by the actual product or service produced.由于消费者拥有关于某一品牌的知识而对该品牌营销活动所产生的差异性反应（Keller,1993)品牌资产受重视的背景品牌资产受重视的背景品牌资
8、产概念最初由美国广告界在80年代提出。八十年代初期的环境企业广告支出的削减及广告界的反应企业管理层对“品牌资产”概念的响应学术界对品牌资产研究的执衷品牌资产的构成品牌资产的构成品牌知名度（Name Awareness)品质形象(Perceived Quality)品牌联想(Brand Associations)品牌忠诚(Brand Loyalty)其它与品牌相联系的资产品牌忠诚的原因品牌忠诚的原因传统解释传统解释产品吸引现代解释现代解释知觉风险时间压力自我形象建立强势品牌的过程建立强势品牌的过程COMPANY INPUTS Corporate - Discipline/Strategy - I
9、mage advertising - Technological capability - Employees, CEO - Physical plant - Location Brand - Strategy - Target - Positioning Product Promotion Place PriceENVIRONMENTAL FILTER Customers/Consumers Competitors Influencers/Regulators General Economic, Social, Legal/Political, Technological ClimatePO
10、TENTIAL BENEFITS Insulation from competitive imitationEngaged Customers -more loyal -more knowledgeable -less price sensitive Direction and facilitation to market & product expansion Leverage within the channelEQUITYYour Product Association-based CumulativeBrand Basis for Marketing Consumer Needs Ma
11、nagementType Differentiation Mix Emphasis & Involvement Challenge(s)Functional Superior performance Product, price Physiological & safety needs Sustaining the (E.g., Tide, or superior economy and/or placeRelatively low involvement basis of MACH3, superiorityMcDonaldsDell Computer)Image Desirable Ima
12、ge CommunicationsSocial & esteem needs Balancing the(E.g, Miata, Moderate to high involvement brand heritageWaterman, with the need for Nike, Apple, relevance in a Coke, Pepsi) dynamic environmentExperiential A unique, engaging Service delivery Self-actualization needs Consistency in (E.g., Disney,
13、experience (place & people)Moderate to high involvement delivery, Saturn, risk of consumers Elizabeth becoming satiatedArden, VirginAtlantic Airways)品牌管理工具：品牌类型矩阵品牌管理工具：品牌类型矩阵几种供选择的品牌战略 Branding StrategyCorporate Family ProductType of Brand Functional Image ExperientialBIC, GE Gillette (MACH3, Tide,
14、 Cheer Sensor, Atra) Era (P&G)Ralph Lauren, GM (Chevy, Olds, Coke, SpriteAnderson Buick, Cadillac) (Coca-Cola)Consulting BMW (3, 5, 7 series, Z-3, X5)Saturn, Lettuce Ritz Carlton,Starbucks, Entertain You Fairfield InnGreen Mtn. (Scoozi, Ben Pao, (Marriott) Mon Ami Gabi, The Pump Room)品牌资产利用：产品线延伸与品牌
15、延伸品牌资产利用：产品线延伸与品牌延伸u产品线延伸（长虹背投彩电、Diet Coke）向上延伸向下延伸双向延伸u品牌延伸（海尔手机、长虹空调）产品线延伸产品线延伸: 动因动因uLow cost, low risk way to serve a segmented marketuAdapt to consumer variety seeking and update or expand the core brands imageuIncrease shelf-space and thereby attract more consumer attentionuOffer a broader ran
16、ge of price points and thereby serve a wider audience of consumersuUtilize excess capacityuIncrease sales quickly and inexpensivelyuCreate a barrier to competition by increasing control over shelf-spaceuRespond to trade pressure for special packaging产品线延伸：风险产品线延伸：风险uBlurring the rationale for each p
17、roduct in the lineuEncouraging variety seekinguDiluting the core brand imageuUnder exploiting a good ideauIncreasing costs without increasing total salesuReducing credibility with trade if extension sales are lower than promiseduOffering competitors more opportunities to match products品牌资产利用：品牌延伸u如何
18、看待“茅台”在啤酒、葡萄酒上的延伸？u娃哈哈集团为什么使用“非常可乐”而不是“娃哈哈”可乐？u“麦当劳”旅店或“麦当劳”厨具能在中国获得成功吗？品牌资产利用：品牌延伸u延伸的理由？u风险？u存在边界吗？品牌资产利用：是否进行品牌延伸？品牌资产利用：是否进行品牌延伸？对延伸对延伸的评价的评价Strength of Brand MeaningToo weakto beeffective Interference 品牌资产利用：是否进行品牌延伸？品牌资产利用：是否进行品牌延伸？Core AssociationsTarget CategoryBrandDominance(Interference?)R
19、elatedness(Effort Required)Consumers ability to link a brand to a new, target category will be a function of the nature of the linkage between the brands core associations and the category with which it is currently associated and the relatedness between the associations and the target category. Sou
20、rce: Adapted from Farquhar, P., Han, J., Herr, P., and Ijiri, Y., “Strategies for Leveraging Master Brands,”,Marketing Research, Sept. 1992, 32-43.品牌管理组织形式品牌管理组织形式组织形式组织形式业主负责制职能管理制品牌经理制环境变化提出的挑战环境变化提出的挑战关键思想关键思想: 品牌管理品牌管理uBrands are valuable corporate assets that exist in consumers minds. uBrands a
21、re affected by anything that consumers associate with the brand name, including other brands.uAll brands have functional, image and experiential elements but they can be distinguished in terms of the primary motivation for purchase. Functional brands emphasize the product as manufactured. Image bran
22、ds emphasize the product as a symbol.Experiential brands emphasize the product as experienced when it is consumed. Typically, consumers have greater emotional involvement with image and experiential brands than with functional brands.uA firms culture affects the type of brand that it can build 关键思想：
23、品牌管理关键思想：品牌管理uWhile product line extensions are often viewed as an attractive way to exploit the equity in a brand, there are many hidden “costs” or liabilities that should be considered uAn alternative strategy for leveraging brand equity is to launch a brand extension. uThe “extendibility” of a br
24、and is a function of its core associations. Brands that have “laddered-up” and, thus, connect with broad values and goals often can be extended successfully to other categories that serve the same goal. Brands that remain closely tied to their product category may only succeed with extensions to closely related categories.
