MANAGING PRODUCTS AND BRANDS - University of Texas at Dallas

CHAPTER TWELVE

MANAGING PRODUCTS AND BRANDS

Irwin/McGraw- Hill

MMAARRKKEETTIINNGG,, 66//ee

BERKOWITZ KERIN HARTLEY RUDELIUS

Irwin/McGraw- Hill

? The McGraw-Hill Companies, Inc., 2000

AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO:

? Explain the product life cycle (PLC) concept and relate a marketing strategy to each stage.

? Recognize the differences in PLCs for various products and their implications for marketing decisions.

? Understand alternative approaches to managing a product's PLC.

MMAARRKKEETTIINNGG,, 66//ee

BERKOWITZ KERIN HARTLEY RUDELIUS

Irwin/McGraw- Hill

? The McGraw-Hill Companies, Inc., 2000

AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO

? Describe elements of brand personality and brand equity and the criteria for the good brand name.

? Explain the rationale for alternative branding strategies employed by companies.

? Understand the benefits of packaging and warranties in the marketing of a product.

MMAARRKKEETTIINNGG,, 66//ee

BERKOWITZ KERIN HARTLEY RUDELIUS

Irwin/McGraw- Hill

? The McGraw-Hill Companies, Inc., 2000

PP12-AA Gatorade: The Active Thirst-Quencher

? The Gatorade brand commands more than 80% of the $1.5 billion U.S. sports drink market.

? Today Gatorade is the official sports drink of Major League Baseball, the National Football League, the National Basketball Association and the National Hockey League.

? Gatorade sales have been built via more flavors, multiple package sizes and forms, including glass and plastic bottles and aluminum cans.

? Distribution has been expanded to include convenience stores and supermarkets followed by vending machines and fountain service.

? Consistent advertising has effectively conveyed the product's

benefits and links with athletic competition.

MMAARRKKEETTIINNGG,, 66//ee

BERKOWITZ KERIN HARTLEY RUDELIUS

Irwin/McGraw- Hill

? The McGraw-Hill Companies, Inc., 2000

PP12-BB The Product Life Cycle Concept

? Products, like people, have been viewed as having a life cycle.

? The concept of the product life cycle describes the stages a new product goes through in the marketplace: introduction, growth, maturity, and decline.

MMAARRKKEETTIINNGG,, 66//ee

BERKOWITZ KERIN HARTLEY RUDELIUS

Irwin/McGraw- Hill

? The McGraw-Hill Companies, Inc., 2000

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