Relate me 

1. From letters A to D, Choose one (1) product you want to buy. Start your statement by saying
I want to buy… Or I’m looking for… Or I need…

2. Describe the benefit you can get that can satisfy you when buying the product that you chose?

3. Describe only those features necessary for it to function?

4. What are set of features that you as customer expect when you buy the product you are choosing?

5. What product variations, extra features, or services that help differentiate the product that you chose?
What organizations market?
Discussion Question
• Consider Starbucks
• What goods and services do they offer?
• How do they differentiate through experience?
• What is their core, actual and augmented product offering?
Product Classification
1. According to use: Consumer and
Industrial Goods
2. According to Differentiation:
Undifferentiated and Differentiated
Goods
3. According to durability: Consumable,
Semi-Durable, and Durable Goods
Durability refers to the length of time a consumer can derive benefit from the product or
good purchased.

• Consumable is a product whose benefit can only be used by a consumer for a short
period of time, sometimes only a few minutes. Consumables a such as food, drinks
• Semi-durables provide benefits to the consumer for a longer period of time, usually
spanning several months. Semi-durables are manufactured for long-term use by
consumer. Examples of semi-durables are clothes, shoes, belts, jackets, etc.
• Durables are products that are manufactured to last a long time. They are capable of
providing consumers with years of beneficial use. Durables are usually expensive, and
many, therefore, require an augmented product to market them effectively. Examples
of durable goods are automobiles, houses, home appliances, customer electronics,
furniture, sports equipment, and toys.
4. According to Type: Convenience,
Shopping, Specialty, and Unsought
Goods
4. According to Type: Convenience,
Shopping, Specialty, and Unsought
Goods
Other Market Offerings
• Organizations: Profit (businesses)
and nonprofit (schools, religions,
Hospitals etc.).
• Includes corporate image advertising.
Other Market Offerings
• Persons: Politicians, entertainers,
sports figures, doctors, and lawyers.
Other Market Offerings
• Places: Create,
maintain, or change
attitudes or behavior
toward particular
places
(e.g., tourism).
Other Market Offerings
• Ideas (social marketing): Public
health campaigns, environmental
campaigns, family planning, or
human rights.
ACTIVITY: Create your own product
using the Five (5) Product Levels by
Kotler Product Level Question
Product or services you can create and offer to
your customers

Core benefit of the product State the fundamental benefit that you can offer
to satisfy them
Generic product State the basic version of the product the features
necessary for it to function
Expected product State the product set of features that the
customers expect when they buy the product
Augmented product State product variations, extra features or services
that help differentiate the product from its
competitors or what made your product unique.
 Individual Product Decisions

• Product attributes
• Branding
• Packaging
• Labeling
• Product support services
 Product & Service
Attributes
• Product quality
• Performance quality
• Conformance quality
• Features
• Value to consumer
• Cost to company
• Style and design
• Influences experience
Branding
• Creating, maintaining,
protecting, and enhancing
products and services.

• A brand is a name, term,

sign, symbol, or design, or
a combination of these,
that identifies the maker
or seller of a product or
service.
 2003 Brand Value
(Billions of Dollars)

1. Coca-Cola $70.5
2. Microsoft $65.1
3. IBM $51.8
4. GE $42.3
5. Intel $31.1
6. Nokia $29.4
7. Disney $28.0
8. McDonald’s $24.7
9. Marlboro $22.2
10. Mercedes $21.4
Branding
• Advantages to buyers:
• Product identification
• Product quality

• Advantages to sellers:
• Basis for product’s quality story
• Provides legal protection
• Helps to segment markets
 HULA MO PRODUKTO KO
Directions: Guess the brand name of
the following products through
pictures or remarkable lines. The first
group to answer correctly will gain a
point.

Group Activity
LET’S
PLAY!
STARBUCKS
NIKE
YAMAHA
NESTLE
INSTAGRAM
PLAY BOY
CHANEL
TIK TOK
BDO

WE FIND WAYS
SM MALLS

WE’VE GOT IT ALL FOR YOU!

ABS-CBN

IN THE SERVICE OF THE

FILIPINO
LBC

HARI NG PADALA
CHOOKS-TO-GO

MASARAP KAHIT WALANG

SAUCE
QUESTION:
What is the usage or purpose of those
symbols/images and those remarkable
lines?
LEARNING COMPETENCY
#16
Define a product and differentiates the
product, services, and experiences

OBJECTIVES:
 Define branding.
 Enumerate and briefly explain the importance of
branding.
 Evaluate the branding conveyed by a famous brand
commercial
BRANDING
What is BRANDING?

Branding is the process where a business

makes itself known to the public and
differentiates itself from competitors. Branding
typically includes a phrase, design or idea that
makes it easily identifiable to the public.

https://www.indeed.com/recruitment/c/info/definition-of-branding-in-marketing
•
 9 Reasons why BRANDING is important

1. Branding Creates Trust

When a company presents themselves in a professional way, and when there is social
proof that their products and services are quality, prospects will trust that company and feel
more comfortable giving it their hard-earned money.
 9 Reasons why BRANDING is important

2. Branding Improves Recognition

You should put the time and effort • For example, when people see—or even just
into coming up with a professionally- imagine—a curvy bottle with a red tag, what is
designed, memorable logo. Logo serves as the first thing they remember?
the face of the company.
 9 Reasons why BRANDING is important
3. Branding Supports Your
Marketing Efforts
Marketing is an important component of your brand. The
mediums and channels chosen as well as the demographic targeted
helps to build your brand.
 9 Reasons why BRANDING is important

4. Branding Motivates Employees

Anyone can hire employees, but only a strong brand can hire motivated employees
that are inspired to carry your vision and mission forward. When your brand feels pride, your
employees do as well. Having a strong brand is essential for employee morale and
productivity.
 9 Reasons why BRANDING is important

5. Branding Generates New Revenue

Branding is one of the best ways to get referral or word-of-mouth business. Think
about it, you can’t tell your friend about the amazing golf clubs you just bought if you can’t
remember the brand.
 9 Reasons why BRANDING is important

6. Branding Builds Customer

Loyalty
In business, the clients’ allegiance is priceless. Your
odds of selling to return customers are 14 times greater than selling t
o new ones
. Branding creates an emotional bond between your customers and
products. Consistently excellent quality brings repeat business.
 9 Reasons why BRANDING is important

7. Branding Ensures Staying

Power
When customers get more acquainted with your brand, it will motivate
you to be consistent. It will make you quality-conscious, wanting to maintain or
keep improving your services.
 9 Reasons why BRANDING is important

8. Branding is important to NAME RECALL

Branding helps your products work their way into the buyers’ subconscious.
 9 Reasons why BRANDING is important

9. Branding Protects Businesses

Trademarked products are legally protected. Branding protects you from competitors who want your
success.
QUESTION:
How can you relate branding to other
subjects like personal development?
• In personal development, we show to other
people our own personal brand - it is how we
want people to perceive us. People may
perceive us as SOCIALITE, RICH, RISK-TAKER,
ADVENTUROUS or as INTROVERT, SHY,
COWARD or FUNNY, WITTY, OUTSPOKEN.
 :
Activity
Commercial
Analysis

LET’S WATCH!
QUESTION:
You will be divided into 2 groups. Answer this question
and present your output to the class. What branding
does Ritemed try to convey in that commercial?
Rubrics:
Content – 50%
Presentation – 25%
Cooperation – 25%
-----------------------------------------
Total: 100%
QUESTIONS:
What is branding?
What are the reasons why branding
is important?
Packaging
• Designing and producing the container or wrapper for a product.

• Developing a good package:

• Market the brand
• Protect the elements
• Ensure product safety
• Address environmental concerns
Packaging can Differentiate
POM brand Pomegranate
juice used a distinctively
shaped bottle to gain
attention on the
grocery shelf
Labeling
• Printed information appearing on or with the package.

• Performs several functions:

• Identifies product or brand
• Describes several things about the product
• Promotes the product through attractive graphics
Marketing in Action

Labeling
As consumers become
increasingly concerned
about cholesterol, the FDA
(Food and Drug
Administration) has
responded by requiring
food manufacturers to list
trans fat (i.e., trans fatty
acids) on the Nutrition Facts
portion of product labels,
effective 1/1/06.
Product Support Services
• Assess the value of current services and obtain ideas for new services.
• Assess the cost of providing the services.
• Put together a package of services that delights the customers and
yields profits for the company.
Product Line Decisions
• Product line length:
• The number of items in a product line.
• Adjust line length by:
• Stretching
• Downward
• Upward
• Filling
Product Mix Decisions
• Product mix:
• all of the product lines and items that a particular seller offers for
sale.
• Product mix dimensions include:
• Length: the number of items in a line.
• Width: the number of different product lines the company carries.
• Depth: the number of versions offered of each product in the line.
• Consistency: how closely related various lines are.
 Major Brand Strategy
Decisions
• Brands are assets that must be carefully developed and managed via:
• Brand positioning
• Brand name selections
• Brand sponsorship
• Brand development
Brand Positioning
• Can position brands
at any of three
levels:
• Product attributes
• Product benefits
• Beliefs and values
 Brand Name Selection
• Desirable qualities for a brand name include:
1.It should suggest product’s benefits and qualities. (Bonus card, Burger King…)
2.It should be easy to pronounce, recognize, and remember. (Dell, Acer, Sony …)
3.It should be distinctive.
4.It should be extendable. (Turkcell)
5.It should translate easily into foreign languages. (Nike, Sony)
6.It should be capable of registration and legal protection.
Brand Development
• Line extension:
• introduction of additional items in a given product category under the same
brand name (e.g., new flavors, forms, colors, ingredients, or package sizes)
(i.e. Doritos Alaturka)
• Brand extension:
• using a successful brand name to launch a new or modified product in a new
category. (Duru – soap and conditioner)
 Marketing in Action

Product Line Stretching

Marriott offers a full line of hotel brands,

each aimed at a different market.
 Let’s Talk!

Choose a partner in class and

discuss your favorite products.
How could the existing product
line be stretched or filled?
Explain.
Brand Development
• Multibranding:
• offers a way to establish different features and appeal to
different buying motives. (PG)
• New brands:
• developed based on belief that the power of its existing
brand is waning and a new brand name is needed. Also
used for products in new product category.
 Let’s Talk!

How do the service

characteristics of
intangibility, variability,
inseparability, and
perishability relate to
restaurants?
Explain.
 Services Marketing

 External marketing:
 Traditional marketing via the 4 “P’s”
 Internal marketing:
 Effective training and motivation of customer contact employees
 Interactive marketing:
 Delivering interactions during the service encounter that are
satisfying to the buyer
The Service Triangle
What is Experience?

A product which involves experiential

aspects of consumption rather than
utilitarian ones. This type of product
allows consumers to engage in
fantasies, feelings and fun and often
carries subjective meanings and
characteristics (Hirschman and
Holbrook, 1982).
Product experience is the overall value of a product or service
to customers. This is defined in terms of customer perceptions
as they use the product or service in a variety of contexts.
Product experience is a component of customer experience, a
broader concept that includes all interactions between your firm
and the customer. Product experience is mainly achieved
through design and quality control.
Customer experience

is the impression your customers have of your brand as a whole

throughout all aspects of the buyer's journey. It results in their
view of your brand and impacts factors related to your bottom-
line including revenue.
Importance of Customer Experience