# Chapter 6 Offering and Branding
## 6.1 What Composes an Offering?
### 6.1.0 Definitions
**Offerings:** Products/services delivering value to fulfil customer needs and wants.
- **Product:** Tangible items delivering specific benefits.
- **Service:** Adds value through intangible elements like warranties, delivery, or customer support.
- **Price:** Cost paid, often considered alongside TCO
- **Total Cost of Ownership (TCO): **The complete cost of owning a product or service, including the purchase price, maintenance costs, and any additional expenses over time.
### \*6.1.1 Product-Dominant and Service-Dominant
| **Aspect** | **Product-Dominant Approach** | **Service-Dominant Approach** |
| ------------------------ | ------------------------------------------------------------ | ------------------------------------------------------------ |
| **Focus** | Creating **better products at lower prices** | Integrating product, price, and service for better **customer experiences** |
| **Customer Perspective** | Product is the central focus; customers choose based on **quality and price** | Prioritizes **customer experience and value** over individual components |
| **Key Emphasis** | Innovation and cost competitiveness | Seamless integration of offerings and customer satisfaction |
| **Key Point** | Product-focused thinking | Encourages brands to think like customers |
| | 物品本身 | 综合体验 |
### 6.1.2 Technology Platforms and Product Lines
- **Technology Platform:** Core technology used to create a product.
- **Product Line:** A group of related products built on similar platforms.
### 6.1.3 Product Depth vs. Breadth
- **Product Depth:** Number of **variations** in one product line.
- **Product Breadth:** Number of different **product lines** a company offers.
## \*6.2 Types of Consumer Offerings
- **Convenience Offerings**: Low effort, frequent buy, little brand differentiation.
- **Shopping Offerings**: Require comparison between brands.
- **Specialty Offerings**: Highly exclusive, specific preferences.
- **Unsought Offerings**: Not actively sought by consumers.
## \*6.3 Types of Business-to-Business (B2B) Offerings
- **Capital Equipment:** Long-lasting tools or machinery.
- **Raw Materials:** Basic resources for production.
- **OEM (Original Equipment Manufacturer) Offerings:** Components used in the final product.
- **MRO (Maintenance, Repair, and Operations) Offerings:** Maintenance supplies for operational upkeep.
- **Facilitating Offerings:** Non-product services like banking, logistics.
## 6.4 Branding, Labeling, and Packaging
### 6.4.1 Branding Strategies
#### 6.4.1.0 Definitions
- **Brand:** A *brand* is a name, picture, design, symbol, or combination that identifies a company’s offering and differentiates it.
- **Branding Strategies:**
Supporting an organization’s position.
- **Brand Extension:**
Using an existing brand to market new products.
- **Cannibalization Issue:**
New products may reduce sales of older ones.
#### *6.4.1.1 Branding Strategies
| **Branding Strategy** | **Description** |
| ----------------------- | ------------------------------------------------------------ |
| Brand Differentiation | Focus on unique features to stand out. |
| Emotional Branding | Build emotional connections through storytelling. |
| Personalized Branding | Create customized, individual experiences. |
| Co-Branding | Collaboration between two brands to create value. |
| Consistency in Branding | Maintain uniform logo, messaging, and tone across platforms. |
| Social Responsibility | Align with ethical or sustainability principles. |
| Luxury Branding | Emphasize exclusivity and premium quality. |
| Nostalgic Branding | Tap into past trends or memories. |
| Rebranding | Refresh identity to align with market trends. |
| Cultural or Viral Branding | Use trends/social media to engage customers. |
| Cause-Driven Branding | Associate with specific social causes or movements. |
| Celebrity Endorsements | Partner with celebrities or influencers for promotion. |
| Storytelling | Share compelling stories to inspire and connect. |
| Global Branding | Use consistent identity across international markets. |
| Experiential Branding | Create unique, customer-engaging experiences. |
### 6.4.2 Packaging
#### 6.4.2.0 Definitions
- Packaging plays a critical role in **protection, promotion, and branding**.
- Real-world examples show how packaging innovation creates a **market advantage**.
#### *6.4.2.2 Key Packaging Functions
- **Protects the Product:** Prevents damage, contamination, or leaks during transportation and storage.
- **Supports In-Store Display:** Creates attractive store setups and promotions.
- **Communicates the Brand:** Logos, colors, and other branding elements capture attention.
- **Meets Regulations:** Displays required labels or warnings.
#### *6.4.2.3 Types of Packaging
- **Primary Packaging** *(Direct for Consumers)*
- Holds a single retail unit (e.g., Coke bottle, M&Ms bag, ream of paper).
- Functions: Protect, promote, get attention, and provide instructions.
- **Secondary Packaging** *(For Retailers)*
- Contains multiple units (e.g., a case of Coke or M&Ms).
- Functions: Protect and support wholesale logistics.
- **Tertiary Packaging** *(For Shipping)*
- Bulk-level packaging (e.g., products stacked on pallets and wrapped in plastic).
- Function: Efficient handling and mass transportation.
- **Sustainable Packaging:** Materials and methods that minimize environmental impact.
- **Cultural Packaging:** Design elements influenced by cultural preferences and traditions.
## 6.5 Managing the Offering
## 6.6 Discussion Questions and Activities