slide 9: step 3-5 of individual product decisions

Step 3: Packaging + what does it do + ex

the activities of designing and producing the container or wrapper for a product

Packaging can ADD value itself and communicate brand positioning

ex= amazon using brown recycle package

Step 4: Labeling is + what does it support?

what goes on the package and the label is the color of the logo/ design on the package

it supports the brand’s positioning and add personality to the brand

Step 5: Product support services is + ex

keeping customers happy after the sale is the key to building lasting relationships (CRM,CLV)

ex= apple giving apple care

product line decisions is + ex

a group of products closely related becasue they

1. function in a similar manner

2. are sold to the same customer groups and or

3. are marketed through same channels

ex: Hondas full product range ( autos, motorcycle ,etc)

line length is + ex

number of items in a specific product line

ex:accord,civic,CRV

line depth is + ex

number of versions of each item in the line

ex:HONDAS —Coupe, Coupe sedan

adding to a product line is what 2

• line filling

• line stretching

line filling is and disadvantages

adding more items within the present range

disadvantage is cannibalization

line stretching is to

lengthen its product line beyond its current range

product mix or product portfolio is

all the lines and items a seller offers

product mix width is

number of different product lines

product mix consistency is

how closely related the various product lines are in end use, production requirements, distribution channels