Core Marketing Elements: Plan, Product, Brand

Marketing Plan Phases

A working paper that collects marketing mix performance to achieve set objectives.

1. Definition of the enterprise's mission
2. Internal and external situation analysis
3. Setting goals
4. Choice of strategy
5. Setting the agenda
6. Execution
7. Results control
8. Plan figures: Operating account

Product Concepts

Product Line and Range

Product Line: A set of articles with at least one common feature targeting a specific audience. Depth is measured by the number of products, and composition is determined by the CEO.

Product Range: The set of product lines.

Product Rating: Production, Surrogate, Complementary, Independent.

Product Tag

Increasingly important due to the support of product data (features) and manufacturer information.

• Expiration date
• Lot
• Place of origin
• List of ingredients

Brand

The name, term, symbols, and designs used to identify a product and distinguish it from the rest. The brand has a name, logo, and abstract elements like a monogram. Types of brands include: Manufacturer, Distributor, and Vertical.

Brand Attributes:

• Attractive
• Easy to memorize
• Descriptive
• Relevant
• Flexible
• Durable
• Registrable

Packaging

Fabricated in various materials, serving for containment, protection, handling, delivery, and presentation of merchandise. Its design combines technical and psychological factors that are part of the product and supplement it.

Features:

• Protection of product
• Promotion
• Shape
• Size (varying content according to income level)

Product Life Cycle Phases

1. Introduction: Benefits are negative because investment in production, promotion, and distribution are high, and sales are poor. Competition is void if the product is new (high price); it may be high otherwise (lowest price).
2. Growth: Benefits begin to occur, competition increases, investment increases for adaptation and advertising, building customer loyalty. This stage marks the success of the product.
3. Maturity: Maximum sales volume is reached, then stabilizes and may decline later. Competition is high, and prices drop. It's necessary to seek unexploited market segments for the product and make changes according to consumer tastes.
4. Decline: A decline in production costs, sales volume, profit, and competition. New products enter that replace ours. At this stage, the company may relaunch the product or withdraw it.

Consumer Attributes

• Positioning
• Warranty
• Quality
• Price
• Brand
• Service
• Presentation
• Components or functions