MKT 1014 Presentation

8/10/2019 MKT 1014 Presentation

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Principles of Marketing MKT1014

Tutorial Group: 7

Day & Time: Thursday 1.30-2.30p.m.

Date: 3rd

OCT 2013Group Member: Jasmine Chee Xin Ni 13015615

Eunice Yong Jia Qi 13008784


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Tutorial Question

1. Describe the differences betweengoods and services.

2. List the entire core, actual andaugmented components of theirexisting and new product.

3. Why do you think the company has

decided to use the brand name fortheir existing and new product?


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Services are intangible

- Cannot be seen, tasted, felt, heard or smelled

- Difficult to convey the benefits of services

- Consumers perception

In contrast

Goods are tangible- Can be seen, tasted, felt, heard or smelled


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Services are inseparable

- Service production cannot be separated from

consumption, provider- customer interaction

- Rarely to have the opportunity to enjoy the

service before purchase

In contrast

Goods are separable

- Can be separated from their providers


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Services are variable

- The quality of services may vary greatly

depending on who provides them and when,

where, and how

- Accountant: Quality of delivering services are

variable

In contrast

- Goods are homogeneous and standardized


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Services are perishable

- Cannot be stored for later sale or use

- any service time that is not used equals a lossin revenue

- Airline company: Unoccupied airline seat

In contrast

- Goods are non-perishable and can be storedfor later use


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Levels of Product & Services


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Video Sharing


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Core customer value

Design and Innovative

Easy and Simplicity

Quality


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Quality

Two dimension

Level Consistency


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Design

Trendy

Classy

iPhoneis the productthat you have with you

all the time; theunique

relationship people have

with their iPhones.


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Innovation

Who wants a stylus?


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Easy & Simplicity


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Actual Product

Brand name

Quality Level

Packaging Design

Features


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Brand Name

iphone 5s


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Packaging

Whats in the box

iPhone 5s with iOS 7

Apple EarPods with Remote and Mic

Lightning to USB Cable

5W USB Power Adapter


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New Design


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Features


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Augmented Product

Delivery and Credit

Product and Support

After- sale service Warranty


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Delivery and Credit

Shipping & Pickup

Purchase online and pick them up at an Apple Store, or ship them directly toyour doorstep.

Shipping & Delivery

Personal Pickup

Apple offers free shipping on orders above RM 250.


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Product Support


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Technical Support


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Summary Q2

Identify the Core Customer Value

DesignActual Product

Ways toAugmentthe product tocustomer satisfaction.


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WHY i

It Starts with an Identity


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Video Sharing


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Brand

Products identity that set it apart from other

players in the same industry

Represent the combination of elements

i.e. product name, symbol, design, reputation,

and image.


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Brand Equity

The differential effect that knowing the brand

name has on customer response to the

product or its marketing

The overall value of a brand to an

organization- the extra $$ that consumer will

spend to buy that brand

Strong brand can create financial & nonfinancial advantages to its organization


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Qualtrics Brand Equity

http://www.qualtrics.com/university/researchsuite/research-resources/survey-types/market-surveys/brand-management-surveys/


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Brand Awareness

The % of a target population who know a

company exists and what products or services

the company offers

No brand awareness = No/Less consideration

to buy the product

Sophisticated company & product name-

Strong ability to attract new customers andretain current market share


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Battle of Brand Association


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Perceived Quality

Apples perceived quality:

1. They didnt use release dates

# not driven by competition; but the quality of itsproducts

2. They dont sell their products based on

specifications; they do it based on the experience# how its products can make life beter?

# benchmark by which others are measured


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Perceived Quality

3. A simplified product line

# one version of iPhone

# Were always thinking about new market we could

enter, but its only by saying no thay you can concentrate on the

things that are really important

Quoted by Steve Jobs-

4. Intuitive products# used by a wide variety of people


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Brand Loyalty

Consumers commitment to repurchase or continueusing the brand

Demonstrated by repeatedly buying a product orservice from the same supplier

Made up from customers perceived value, brandtrust, satisfaction in LONG RUN

Advantages:

Positive effect on companys profitability

Longer loyalty as a customer

Lower sensitivity to price increases


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Best Global Brand 2013

http://www.interbrand.com


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The End ;)

Documents

MKT 1014 Presentation