ADM 2320 Lecture Notes - Lecture 7: Fax, Pampers, Canadian Tire

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: Gurprit Kindra

Document Summary

Product is service, experience, place, anything of value to the consumer. P(cid:396)odu(cid:272)t o(cid:272)(cid:272)upies fu(cid:374)(cid:272)tio(cid:374)al te(cid:396)(cid:396)ito(cid:396)(cid:455) (cid:271)(cid:396)a(cid:374)d o(cid:272)(cid:272)upies mental/emotional territory (intangible) Product made in factory; brand something bought by customer. All the products sold by the company. Width: paper products, health care products, beauty care, etc. Depth: p(cid:396)odu(cid:272)t li(cid:374)e pape(cid:396) p(cid:396)odu(cid:272)ts: pa(cid:373)pe(cid:396)s, (cid:271)ou(cid:374)t(cid:455), (cid:396)o(cid:455)ale, et(cid:272). B(cid:396)a(cid:374)d is a (cid:374)a(cid:373)e, te(cid:396)(cid:373), s(cid:455)(cid:373)(cid:271)ol o(cid:396) u(cid:374)i(cid:395)ue ele(cid:373)e(cid:374)t of a p(cid:396)odu(cid:272)t that ide(cid:374)tifies o(cid:374)e fi(cid:396)(cid:373)"s p(cid:396)odu(cid:272)t a(cid:374)d sets the(cid:373) apa(cid:396)t f(cid:396)o(cid:373) (cid:272)o(cid:373)petitio(cid:374) e(cid:448)e(cid:374) a url. Brand name: something that can be vocalized. Generic name: brand is well known that it is used an entire product category (xerox, cola, Zipper) (cid:448)alue is go(cid:374)e (cid:271)e(cid:272)ause (cid:455)ou a(cid:396)e (cid:271)e(cid:272)o(cid:373)i(cid:374)g ge(cid:374)e(cid:396)i(cid:272) Private brand: non-(cid:373)a(cid:374)ufa(cid:272)tu(cid:396)e(cid:396)"s (cid:271)(cid:396)a(cid:374)d (cid:374)a(cid:373)e (cid:271)elongs to retailer (canadian tire, bay, pc) Brands: identify the marker, simplify product handling, legal protection, signify quality, create. Packaging: promotes product, protects product barriers to entry, competitive advantage, price premium. Good brand name is easy to pronounce, recognize and understand.