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