COMMERCE 2MA3 Lecture Notes - Lecture 9: Generic Brand, Costco, Jerky
13 Feb 2018
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Document Summary
Not only functional/practical but a fashion statement. Made in canada is a brand differentiator. Core customer value - what potential customers are seeking. then the actual physical product and add associated services to round out the offering. Speciality (willingness for customer to specially search out the goods at a certain store, ex. Shopping (comparing one product across multiple categories/stores, ex. shoes) Convenience (get product they want at most ease in the shortest time, ex. bread) Unsought (goods unanticipated that people have to buy, ex. funeral services or insurance expenses) Increase breadth by adding new product lines. Decrease breadth by deleting entire product lines. Number of products within a product line. Increase depth by adding more products that do the same thing (more products by band-aid to heal cuts) Addition or deletion of skus in existing categories. Designed to stimulate sales or react to customer demand. Brand can use name, logos, symbols, characters, slogans, jingles and even distinctive packages.
