IM-PART3产品与品牌策略课件

课前复习问答1.收购和创建是跨国公司对外投资的两种方式，与收购相比，创建这种方式的优点是（）

A.有利于迅速市场

B.有利于扩大经营范围

C.有利于管理

D.失败率低2.由国际营销公司通过新建或兼并某个当地公司来实现进入国际市场的模式是()A.出口打入模式B.合同打入模式C.特许打入模式

D.投资打入模式3.与许可贸易具有相似之处的国际市场进入模式是（）A．管理合同 B．合同制造C．间接出口 D．特许经营课前复习问答1.收购和创建是跨国公司对外投资的两种方式，与收4.针对有形商品的国际市场打入模式，一般主要采用()A．独资打入B.合资打入C.合同打入D.出口打入5.特许经营比较适合哪种产业?(

)A．汽车B.高新技术C.服务D.纺织6.被许可方有权允许第三方在规定地域内使用其购得的技术，这种交易属于()A．独占许可协议B.排他许可协议C.普通许可协议D.可转让许可协议4.针对有形商品的国际市场打入模式，一般主要采用()7.Directinternationalinvolvementhasasaresultwhichofthefollowing?A.ThecompanyisexposedtolessriskthanifitusedmiddlemenB.ThecompanyhasgreatercontrolovermarketingstrategiesC.Thecompanyfacesgreaterriskinthemarket8.Licensingisaninternationalentrymodethatpresentslessrisktothecompanybutoffersmorecontrolthanexporting.9.Whichofthefollowingisareasonforthefailureofjointventures?A.NaturaldisastersB.PoorperformancebyapartnerC.Partnersbecomingcompetitors7.DirectinternationalinvolveInternationalMarketingPART-3:PRODUCT&BRANDDECISIONInternationalMarketing

我们的经营模式是，抓住机遇，靠研究开发的高投入获得产品技术和性能价格比的领先优势，通过大规模的席卷式的市场营销，在最短的时间里形成正反馈的良性循环，充分获取“机会窗”的超额利润。不断优化成熟产品，驾驭市场上的价格竞争，扩大和巩固在战略市场上的主导地位。我们将按照这一经营模式的要求建立我们的组织结构和人才队伍，不断提高公司的整体运作能力。

在设计中构建技术、质量、成本和服务优势，是我们竞争力的基础。日本产品的低成本，德国产品的稳定性，美国产品的先进性，是我们赶超的基准。《华为基本法》第二十二条我们的经营模式是，抓住机遇，靠研究开发的高投入1Whatisaproduct?2Productstrategies3BrandingstrategiesIninternationalmarket1Whatisaproduct?2Productst6Whatisaproduct?Product:anythingthatcanbeofferedtoamarketforattention,acquisition,useorconsumptionandthatmightsatisfyawantorneed.Good,service,orideaTangibleattributesandintangibleattributesWhatisaproduct?Product:any7MarketperceivedqualityPerformancequality市场感知质量性能质量Iso9000ChinaCompulsoryCertification

/ISO9000/Index.html

1.Qualitythemarket-perceivedqualityattributesareembeddedinthephysicalorcoreproductandalltheadditionalfeaturestheconsumerexpects;所谓顾客感知质量，是指顾客按自己对产品的使用目的和需求状况，综合分析市场上各种经由正式或非正式途径获得的相关信息，对一种产品或服务所做的抽象的主观的评价。MarketperceivedqualityPerfor

产品质量是设计出来的如果先天设计不好，怎么造也造不好！制造工艺弥补不了设计的缺陷！！

产品质量先天基因后天培养70-80%来源于设计20-30%来源于制造产品质量是设计出来的如果先天设计不好，怎么造也造不好！CoreBenefitorServicePackagingFeaturesStylingBrandNameQualityInstallationAfter-saleServiceDelivery&CreditWarrantyAugmentedProductCoreProductActualProduct2.ProductLevelsCoreBenefitPackagingFeatures案例：暴风播放器的核心产品无联网上流传着300多种视频格式，光RM格式就有28个以上的衍生格式。

能够播放！！2007年4月推出的暴风影音2.0能够播放189种格式。下载使用率排在第三位。案例：暴风播放器的核心产品无联网上流传着300多种视频格式，产品整体的层次ExpectedproductPotentialproduct产品整体的层次Expectedproduct3.Local,National,InternationalandGlobalProductsLocalproductsareofferedinaportionofanationalmarketorasinglenationalMarketInternationalproductsareofferedinmultinational,regionalmarketsGlobalproductsareofferedintheglobalmarket.Theyareinternationalandmulti-regional3.Local,National,InternationProductstrategiesProductmixNewproductInternationalproductlifecycleProductstrategiesProductmixN141.ProductmixProductline(产品线)Agroupofproductsthatarecloselyrelatedbecausetheyfunctioninasimilarmanner,aresoldtothesamecustomergroups,aremarketedthroughthesametypesofoutlets,orfallwithingivenpriceranges.ProductMix(productassortment)(产品组合):thesetofallproductlinesanditemsaparticularselleroffersforsale.产品线:又叫产品品类，指一组相似或相近的产品项目，或叫密切相关的一组产品产品项目:指在同一产品线内各种不同品种、规格、质量、形式、颜色和价格的具体产品1.ProductmixProductMix(prodProductmixwidthdepthconsistencylengthExpansion扩张:向上\向下\双向延伸,填补产品线空隙Contraction缩减优点?风险?Mordern现代化:革新产品线中的产品Productmixwidthdepthconsisten宽度长度深度关联度产品组合中所拥有的产品线的数目产品线中每一产品项目有多少品种产品组合中产品项目的总数各条产品线在最终用途、生产条件、分销渠道或者其它方面相互关联的程度。产品组合可以用四个度来表达：宽度长度深度关联度产品组合中所拥有的产品线的数目产品线中每一P&G公司的产品组合产品组合的宽度产品线长度清洁剂牙膏条状肥皂纸尿布纸巾象牙雪1930格利1952象牙1879帮宝适1961媚人1928德来夫特1933佳洁士1955柯克斯1885露肤1976粉扑1960汰渍1946

洗污1893

旗职1982快乐1950

佳美1926

绝顶1100’s1992奥克雪多1914

香味

德希1954

保洁净1963

波尔德1965

海岸1974

圭尼1966

玉兰油1993

伊拉1972

产品组合的宽度：5条产品线产品组合的长度：总长度为25个品种，平均每条产品线5个品种产品组合的深度：佳洁士品牌有3个规格，每个规格两种口味，则其产品组合深度是6。产品组合的意义?P&G公司的产品组合产品组合的宽度产清洁剂牙膏条状肥皂纸尿布2.WhatisanewProduct?anyproductofferthatconsumerregardasanadditionaltotheiravailablechoicecanberegardedasa‘newproduct’.NewtothosewhouseitorbuyitNewtotheorganizationNewtoamarket2.WhatisanewProduct?NewproductsThedevelopmentoforiginalproductsproductimprovementsproductmodificationsnewbrandsthroughthefirm’sownR&DeffortsNewproductsThedevelopmentofBusinessanalysisIdeagenerationMarketingstrategydevelopmentIdeascreeningConceptdevelopmentandtestingProductdevelopmentTestmarketingCommercializationNewProductDevelopmentProcessBusinessanalysisIdeagenerati

thesignificanceofnewproducttothecompany?thesignificanceofnewprodu3.InternationalproductlifecycleTheproductlifecycleillustratesacomplexrelationshipbetweentheproductlifestagesandinternationaltradeandinvestmentactivitycharacteristicofeachstage.(RaymondVernon)Introduction;Growth;Maturity;Decline.3.InternationalproductlifeProductdevelopmentstageIntroductionGrowthMaturityDeclineSales&ProfitsLosses--investment0SalesProfitsProductLife-CycleProductdevelopmentstageIntro

IntroductionGrowthMaturityDeclineSalesLowsalesRapidlyrisingsalesPeaksalesDecliningsalesCostsHighcostpercustomerAveragecostpercustomerLowcostpercustomerLowcostpercustomerProfitsNegativeRisingprofitsHighprofitsDecliningprofitsCustomersInnovatorsEarlyadoptersMiddlemajorityLaggardsCompetitorsFewGrowingnumberStablenumberbeginningtodeclineDecliningnumberProductLife-CycleCharacteristicsIntroductionGrowthMaturity

IntroductionCreateproductawareness&trialGrowthMaximizemarketshareMaturityMaximizeprofitwhiledefendingmarketshareDeclineReduceexpenditure&milk榨取thebrandProductLife-CycleMarketingObjectivesIntroductionCreateproducta

IntroductionGrowthMaturityDeclineProductOfferabasicproductOfferproductextensions,service,warrantyDiversifybrandandmodelsPhaseout逐步淘汰weakitemsPriceUsecost-plusPricetopenetratemarketPricetomatchorbeatcompetitorsCutpricesDistributionBuildselectivedistributionBuildintensivedistributionBuildmoreintensivedistributionGoselective:phaseoutunprofitableoutletsProductLife-CycleStrategiesIntroductionGrowthMaturity

IntroductionGrowthMaturityDeclineAdvertisingBuildawarenessamongearlyadoptersanddealersBuildawarenessandinterestinthemassmarketStressbranddifferences&benefitsReducetolevelneededtoretainhard-core中坚的loyalsSalespromotionUseheavysalespromotiontoentice诱使trialReducetotakeadvantageofheavyIncreasetoencouragebrandswitchingReducetominimallevelProductLife-CycleStrategies(Contd.)IntroductionGrowthMaturityIM-PART3产品与品牌策略MNCManufacturesProductinDevelopedCountries;ExportstoDevelopingCountriesMNCMovesProductiontoDevelopingCountry;BeginsImportingtoHomeCountryDevelopingCountryCompetitorExportsProductToMNCHomeCountry;CompeteswithMNCImportsDevelopingCountryMarketsRemainViableTargetMarketsforMNC;MNCHomeCountryMarketIsDiminishingSalesIntroductionandGrowthStages:EarlyMaturity:LateMaturityDeclineTimeTheInternationalProductLifeCycleMNCManufacturesMNCMovesDevelThesignificancetothecompany’soperation?Howtoprolongtheproductlifecycle?ThesignificancetothecompanBrandingstrategies1.Brand:aname,term,sign,symbol,designoracombinationofthese,intendedtoidentifythegoodsorservicesandtodifferentiatethemfromthoseofcompetitors.Brandingstrategies1.Brand:a32TangibleAttributesProductPackagingLabelingFunctionalbenefitsIntangibleAttributesEmotionalbenefitsValuesCultureImageAttributesofaBrandTangibleAttributesIntangibleBrandimage:perceptionsaboutabrandasreflectedbybrandassociationsthatconsumersholdintheirmemories.Brandequity:representsthetotalvaluethataccruestoaproductasaresultofacompany’scumulativeinvestmentsinthemarketingofthebrand.Brandimage:perceptionsaboutHighawareness&loyalty;moreleverage影响力inbargainingwithresellersAbletochargeapremiumonproductHighercredibility&mucheasierproductline&brandextensionsMoredefenseagainstpricecompetitionCompetitiveAdvantagesofaBrandHighawareness&loyalty;moreBrandPositioningAttributes,Benefits,Beliefs&valuesBrandNameSelectionBrandSponsorshipManufacturer’sbrandPrivatebrandLicensingCo-brandingBrandDevelopmentLineextensionsBrandextensionsMultibrandsNewbrands2.BrandingDecisionsBrandPositioningAttributes,BProductCategoryBrandNameExistingExistingNewNewMultibrandsNewbrandsLineextensionBrandextensionBrandDevelopment(品牌发展)ProductCategoryBrandNameExis品牌决策路径、层次与内容是否应为该产品制定一个品牌由谁来使用该品牌每一个产品应采用个别品牌还是家族品牌应采用何种品牌决策品牌是否需要再定位用品牌不用品牌制造商品牌私人品牌许可品牌合作品牌个别品牌名称通用的家族品牌名称个别的家族品牌名称公司（个别）品牌名称产品线扩展品牌延伸多品牌新品牌再定位不需再定位品牌化决策品牌使用者决策品牌名称决策品牌战略决策品牌再定位决策品牌决策路径、层次与内容是否应为该产品制定一个品牌由谁来使用PerceptionsaboutandattitudestowardparticularcountriesoftenextendtoproductsandbrandsknowntooriginateinthosecountriesSuchperceptionscontributetothecountry-of-origineffect;theybecomepartofabrand’simageandcontributetobrandequity.Thisisparticularlytrueforautomobiles,electronics,fashion,beer,recordedmusic,andcertainotherproductcategories.3.CountryofOriginasBrandElementPerceptionsaboutandattitudeCompaniespaymillionstoprotectbrandnamesfromdilution.Counterfeitinginvolvestheunauthorized

copyingofbrandsandsellingthemasoriginals.TypesofCounterfeiting:Designcounterfeiting:Copyingdesignsorscents踪迹,whichisverycommonandlessriskfreesincecompaniescannotbeprosecuted被起诉.Brand-namecounterfeiting:Sellingcounterfeitproductsasoriginalproducts4.ProtectingBrandNamesCompaniespaymillionstoprotwhyandhowtoprotect?whyandhowtoprotect?PackingandproductwarrantyEco-packing,labeling,aestheticsExpresswarrantyPackingandproductwarrantyEcIninternationalmarkets1.Standardization&adaptationGlobal/regionalstandardizationMandatory/non-mandatoryadaptationGloballocalizationGlobalbrandingwithlocalizedmarketingadaptationtodifferencesinlocalculture,productioncapabilities,governmentalrestrictions,etc.Ininternationalmarkets1.Sta43Extension–offeringproductvirtuallyunchangedinmarketsoutsideofhomecountryAdaptation–changingelementsofdesign,function,andpackagingaccordingtoneedsofdifferentcountrymarketsCreation–developingnewproductsfortheworldmarket2.Extend,Adapt,Create:StrategicAlternativesinGlobalMarketingExtension–offeringproductvProductSame DifferentCommunicationDifferentSameStrategy1:DualExtensionStrategy2:ProductExtensionCommunicationAdaptationStrategy4:DualAdaptationStrategy3:ProductAdaptationCommunicationExtensionGlobalProductPlanning:StrategicAlternativesProductSame DifferentCommStrategy1:Product/CommunicationExtensionorDualExtensionCompanysellsexactlythesameproductorservicewiththesameadvertisingasusedinthehomecountryCompanyassumesthatallmarketsarealikeDoesnotworkinallmarketsOftenusedbecauseitsavescostsStrategy1:Product/CommunicatStrategy2:ProductExtension,CommunicationsAdaptationIftheproductservesdifferentneedsinvariouscountries,onlymarketingcommunicationmayhavetobeadaptedAdaptationcanhappenbydesignoraccidentCheapimplementationbecauseproductdoesnotchangeStrategy2:ProductExtension,Strategy3:ProductAdaptation,CommunicationExtensionProductisadaptedtothenewmarket,butbasichomemarketcommunicationstrategyremainsunchangedProductisadaptedtotheenvironmentandthepreferencesoftheconsumersinthenewmarketStrategy3:ProductAdaptationStrategy4:Product/CommunicationAdaptationorDualAdaptationUsingDualAdaptationthecompanymustadapttheproductorserviceaswellasthemarketingcommunicationtotheforeignmarketStrategy4:Product/CommunicatStrategy5:ProductInventionDemandingbutpotentiallyrewardingstrategyforreachingmassmarketsinLDCsProductqualityisessentialbutmustbesupportedwithimaginative,value-creatingadvertising&marketingcommunicationStrategy5:ProductInventionDHowtoChooseaStrategyTheproductitselfThemarketAdaptationandmanufacturingcostsHowtoChooseaStrategyThepr延伸阅读余鑫炎主编.品牌战略与决策(第2版)

.东北财经大学出版社,2012(1)(意)勒娜特·莫尔霍著.阿玛尼传奇:挚爱一人优雅一生.中国经济出版社,2012艾铁成(等著)

.品牌帝国:宝洁中国商战传奇.中国经济出版社,2012邱成军,洪涛编著.品牌的力量:北京十大商业品牌经典案例.经济管理出版社

2011

延伸阅读余鑫炎主编.品牌战略与决策(第2版).东北财经大学52本章小结产品层次,产品质量的内涵产品组合及其战略新产品的概念及其表现产品生命周期不同阶段的特征、目标及战略，国际产品生命周期阶段品牌的特征、优势、决策、保护及原产地效应产品-促销组合战略本章小结产品层次,产品质量的内涵53课前复习问答1.收购和创建是跨国公司对外投资的两种方式，与收购相比，创建这种方式的优点是（）

A.有利于迅速市场

B.有利于扩大经营范围

C.有利于管理

D.失败率低2.由国际营销公司通过新建或兼并某个当地公司来实现进入国际市场的模式是()A.出口打入模式B.合同打入模式C.特许打入模式

D.投资打入模式3.与许可贸易具有相似之处的国际市场进入模式是（）A．管理合同 B．合同制造C．间接出口 D．特许经营课前复习问答1.收购和创建是跨国公司对外投资的两种方式，与收4.针对有形商品的国际市场打入模式，一般主要采用()A．独资打入B.合资打入C.合同打入D.出口打入5.特许经营比较适合哪种产业?(

)A．汽车B.高新技术C.服务D.纺织6.被许可方有权允许第三方在规定地域内使用其购得的技术，这种交易属于()A．独占许可协议B.排他许可协议C.普通许可协议D.可转让许可协议4.针对有形商品的国际市场打入模式，一般主要采用()7.Directinternationalinvolvementhasasaresultwhichofthefollowing?A.ThecompanyisexposedtolessriskthanifitusedmiddlemenB.ThecompanyhasgreatercontrolovermarketingstrategiesC.Thecompanyfacesgreaterriskinthemarket8.Licensingisaninternationalentrymodethatpresentslessrisktothecompanybutoffersmorecontrolthanexporting.9.Whichofthefollowingisareasonforthefailureofjointventures?A.NaturaldisastersB.PoorperformancebyapartnerC.Partnersbecomingcompetitors7.DirectinternationalinvolveInternationalMarketingPART-3:PRODUCT&BRANDDECISIONInternationalMarketing

我们的经营模式是，抓住机遇，靠研究开发的高投入获得产品技术和性能价格比的领先优势，通过大规模的席卷式的市场营销，在最短的时间里形成正反馈的良性循环，充分获取“机会窗”的超额利润。不断优化成熟产品，驾驭市场上的价格竞争，扩大和巩固在战略市场上的主导地位。我们将按照这一经营模式的要求建立我们的组织结构和人才队伍，不断提高公司的整体运作能力。

在设计中构建技术、质量、成本和服务优势，是我们竞争力的基础。日本产品的低成本，德国产品的稳定性，美国产品的先进性，是我们赶超的基准。《华为基本法》第二十二条我们的经营模式是，抓住机遇，靠研究开发的高投入1Whatisaproduct?2Productstrategies3BrandingstrategiesIninternationalmarket1Whatisaproduct?2Productst59Whatisaproduct?Product:anythingthatcanbeofferedtoamarketforattention,acquisition,useorconsumptionandthatmightsatisfyawantorneed.Good,service,orideaTangibleattributesandintangibleattributesWhatisaproduct?Product:any60MarketperceivedqualityPerformancequality市场感知质量性能质量Iso9000ChinaCompulsoryCertification

/ISO9000/Index.html

1.Qualitythemarket-perceivedqualityattributesareembeddedinthephysicalorcoreproductandalltheadditionalfeaturestheconsumerexpects;所谓顾客感知质量，是指顾客按自己对产品的使用目的和需求状况，综合分析市场上各种经由正式或非正式途径获得的相关信息，对一种产品或服务所做的抽象的主观的评价。MarketperceivedqualityPerfor

产品质量是设计出来的如果先天设计不好，怎么造也造不好！制造工艺弥补不了设计的缺陷！！

产品质量先天基因后天培养70-80%来源于设计20-30%来源于制造产品质量是设计出来的如果先天设计不好，怎么造也造不好！CoreBenefitorServicePackagingFeaturesStylingBrandNameQualityInstallationAfter-saleServiceDelivery&CreditWarrantyAugmentedProductCoreProductActualProduct2.ProductLevelsCoreBenefitPackagingFeatures案例：暴风播放器的核心产品无联网上流传着300多种视频格式，光RM格式就有28个以上的衍生格式。

能够播放！！2007年4月推出的暴风影音2.0能够播放189种格式。下载使用率排在第三位。案例：暴风播放器的核心产品无联网上流传着300多种视频格式，产品整体的层次ExpectedproductPotentialproduct产品整体的层次Expectedproduct3.Local,National,InternationalandGlobalProductsLocalproductsareofferedinaportionofanationalmarketorasinglenationalMarketInternationalproductsareofferedinmultinational,regionalmarketsGlobalproductsareofferedintheglobalmarket.Theyareinternationalandmulti-regional3.Local,National,InternationProductstrategiesProductmixNewproductInternationalproductlifecycleProductstrategiesProductmixN671.ProductmixProductline(产品线)Agroupofproductsthatarecloselyrelatedbecausetheyfunctioninasimilarmanner,aresoldtothesamecustomergroups,aremarketedthroughthesametypesofoutlets,orfallwithingivenpriceranges.ProductMix(productassortment)(产品组合):thesetofallproductlinesanditemsaparticularselleroffersforsale.产品线:又叫产品品类，指一组相似或相近的产品项目，或叫密切相关的一组产品产品项目:指在同一产品线内各种不同品种、规格、质量、形式、颜色和价格的具体产品1.ProductmixProductMix(prodProductmixwidthdepthconsistencylengthExpansion扩张:向上\向下\双向延伸,填补产品线空隙Contraction缩减优点?风险?Mordern现代化:革新产品线中的产品Productmixwidthdepthconsisten宽度长度深度关联度产品组合中所拥有的产品线的数目产品线中每一产品项目有多少品种产品组合中产品项目的总数各条产品线在最终用途、生产条件、分销渠道或者其它方面相互关联的程度。产品组合可以用四个度来表达：宽度长度深度关联度产品组合中所拥有的产品线的数目产品线中每一P&G公司的产品组合产品组合的宽度产品线长度清洁剂牙膏条状肥皂纸尿布纸巾象牙雪1930格利1952象牙1879帮宝适1961媚人1928德来夫特1933佳洁士1955柯克斯1885露肤1976粉扑1960汰渍1946

洗污1893

旗职1982快乐1950

佳美1926

绝顶1100’s1992奥克雪多1914

香味

德希1954

保洁净1963

波尔德1965

海岸1974

圭尼1966

玉兰油1993

伊拉1972

产品组合的宽度：5条产品线产品组合的长度：总长度为25个品种，平均每条产品线5个品种产品组合的深度：佳洁士品牌有3个规格，每个规格两种口味，则其产品组合深度是6。产品组合的意义?P&G公司的产品组合产品组合的宽度产清洁剂牙膏条状肥皂纸尿布2.WhatisanewProduct?anyproductofferthatconsumerregardasanadditionaltotheiravailablechoicecanberegardedasa‘newproduct’.NewtothosewhouseitorbuyitNewtotheorganizationNewtoamarket2.WhatisanewProduct?NewproductsThedevelopmentoforiginalproductsproductimprovementsproductmodificationsnewbrandsthroughthefirm’sownR&DeffortsNewproductsThedevelopmentofBusinessanalysisIdeagenerationMarketingstrategydevelopmentIdeascreeningConceptdevelopmentandtestingProductdevelopmentTestmarketingCommercializationNewProductDevelopmentProcessBusinessanalysisIdeagenerati

thesignificanceofnewproducttothecompany?thesignificanceofnewprodu3.InternationalproductlifecycleTheproductlifecycleillustratesacomplexrelationshipbetweentheproductlifestagesandinternationaltradeandinvestmentactivitycharacteristicofeachstage.(RaymondVernon)Introduction;Growth;Maturity;Decline.3.InternationalproductlifeProductdevelopmentstageIntroductionGrowthMaturityDeclineSales&ProfitsLosses--investment0SalesProfitsProductLife-CycleProductdevelopmentstageIntro

IntroductionGrowthMaturityDeclineSalesLowsalesRapidlyrisingsalesPeaksalesDecliningsalesCostsHighcostpercustomerAveragecostpercustomerLowcostpercustomerLowcostpercustomerProfitsNegativeRisingprofitsHighprofitsDecliningprofitsCustomersInnovatorsEarlyadoptersMiddlemajorityLaggardsCompetitorsFewGrowingnumberStablenumberbeginningtodeclineDecliningnumberProductLife-CycleCharacteristicsIntroductionGrowthMaturity

IntroductionCreateproductawareness&trialGrowthMaximizemarketshareMaturityMaximizeprofitwhiledefendingmarketshareDeclineReduceexpenditure&milk榨取thebrandProductLife-CycleMarketingObjectivesIntroductionCreateproducta

IntroductionGrowthMaturityDeclineProductOfferabasicproductOfferproductextensions,service,warrantyDiversifybrandandmodelsPhaseout逐步淘汰weakitemsPriceUsecost-plusPricetopenetratemarketPricetomatchorbeatcompetitorsCutpricesDistributionBuildselectivedistributionBuildintensivedistributionBuildmoreintensivedistributionGoselective:phaseoutunprofitableoutletsProductLife-CycleStrategiesIntroductionGrowthMaturity

IntroductionGrowthMaturityDeclineAdvertisingBuildawarenessamongearlyadoptersanddealersBuildawarenessandinterestinthemassmarketStressbranddifferences&benefitsReducetolevelneededtoretainhard-core中坚的loyalsSalespromotionUseheavysalespromotiontoentice诱使trialReducetotakeadvantageofheavyIncreasetoencouragebrandswitchingReducetominimallevelProductLife-CycleStrategies(Contd.)IntroductionGrowthMaturityIM-PART3产品与品牌策略MNCManufacturesProductinDevelopedCountries;ExportstoDevelopingCountriesMNCMovesProductiontoDevelopingCountry;BeginsImportingtoHomeCountryDevelopingCountryCompetitorExportsProductToMNCHomeCountry;CompeteswithMNCImportsDevelopingCountryMarketsRemainViableTargetMarketsforMNC;MNCHomeCountryMarketIsDiminishingSalesIntroductionandGrowthStages:EarlyMaturity:LateMaturityDeclineTimeTheInternationalProductLifeCycleMNCManufacturesMNCMovesDevelThesignificancetothecompany’soperation?Howtoprolongtheproductlifecycle?ThesignificancetothecompanBrandingstrategies1.Brand:aname,term,sign,symbol,designoracombinationofthese,intendedtoidentifythegoodsorservicesandtodifferentiatethemfromthoseofcompetitors.Brandingstrategies1.Brand:a85TangibleAttributesProductPackagingLabelingFunctionalbenefitsIntangibleAttributesEmotionalbenefitsValuesCultureImageAttributesofaBrandTangibleAttributesIntangibleBrandimage:perceptionsaboutabrandasreflectedbybrandassociationsthatconsumersholdintheirmemories.Brandequity:representsthetotalvaluethataccruestoaproductasaresultofacompany’scumulativeinvestmentsinthemarketingofthebrand.Brandimage:perceptionsaboutHighawareness&loyalty;moreleverage影响力inbargainingwithresellersAbletochargeapremiumonproductHighercredibility&mucheasierproductline&brandextensionsMoredefenseagainstpricecompetitionCompetitiveAdvantagesofaBrandHighawareness&loyalty;moreBrandPositioningAttributes,Benefits,Beliefs&valuesBrandNameSelectionBrandSponsorshipManufacturer’sbrandPrivatebrandLicensingCo-brandingBrandDevelopmentLineextensionsBrandextensionsMultibrandsNewbrands2.BrandingDecisionsBrandPositioningAttributes,BProductCategoryBrandNameExistingExistingNewNewMultibrandsNewbrandsLineextensionBrandextensionBrandDevelopment(品牌发展)ProductCategoryBrandNameExis品牌决策路径、层次与内容是否应为该产品制定一个品牌由谁来使用该品牌每一个产品应采用个别品牌还是家族品牌应采用何种品牌决策品牌是否需要再定位用品牌不用品牌制造商品牌私人品牌许可品牌合作品牌个别品牌名称通用的家族品牌名称个别的家族品牌名称公司（个别）品牌名称产品线扩展品牌延伸多品牌新品牌再定位不需再定位品牌化决策品牌使用者决策品牌名称决策品牌战略决策品牌再定位决策品牌决策路径、层次与内容是否应为该产品制定一个品牌由谁来使用PerceptionsaboutandattitudestowardparticularcountriesoftenextendtoproductsandbrandsknowntooriginateinthosecountriesSuchperceptionscontributetothecountry-of-origineffect;theybecomepartofabrand’simageandcontributetobrandequity.Thisisparticularlytrueforautomobiles,electronics,fashion,beer,recordedmusic,andcertainotherproductcategories.3.CountryofOriginasBrandElementPerceptionsaboutandattitudeCompaniespaymillionstoprotectbrandnamesfromdilution.Counterfeitinginvolvestheunauthorized

copyingofbrandsandsellingthemasoriginals.TypesofCounterfeiting:Designcounterfeiting:Copyingdesignsorscents踪迹,whichisverycommonandlessriskfreesincecompaniescannotbeprosecuted被起诉.Brand-namecounterfeiting:Sellingcounterfeitproductsasoriginalproducts4.ProtectingBrandNamesCompaniespaymillionstoprotwhyandhowtoprotect?whyandhowtoprotect?PackingandproductwarrantyEco-packing,labeling,aestheticsExpresswarrantyPackingandproductwarrantyEcIninternationalmarkets1.Standardization&adaptationGlobal/regionalstandardizationMandatory/non-mandatory