CHAPTER 5
Product and Service StrategyÂ
and Brand Management
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OFFERING STRATEGY DECISIONS
Modifying the
Offering Mix
Positioning
Offerings
Branding
Offerings
 An organization’s profitability depends
on its product or service offering(s)
and the strength of its brand(s)
 Marketers face three offering-
related strategy decisions:
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© 2013 Pearson Education, Inc. publishing as Prentice Hall
THE OFFERING
PORTFOLIO
CHAPTER 5: PRODUCT AND SERVICE
STRATEGY AND BRAND MANAGEMENT
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 An offering consists of the benefits or satisfaction
provided to target markets by an organization

It contains the following elements:
Warranties/
Guarantees
Packaging
Related
Services
Brand
Name(s)
Tangible
Product/Service
Other Features
THE OFFERING PORTFOLIO
The Offering Concept
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© 2013 Pearson Education, Inc. publishing as Prentice Hall
THE OFFERING PORTFOLIO
Offering Mix/
Portfolio
The totality of an organization’s
offerings
Offering
Lines
Groups of offerings similar
in terms of usage, buyers
marketed to, or technical
characteristics
Offering
Items
A specific product or
service noted by a
brand, size, or price
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THE OFFERING PORTFOLIO
Width
(Breadth)
The number of offering lines
The extent to which offerings satisfy
similar needs, appeal to similar buyer
groups, or use similar technologies
Consistency
Offering Mix/Portfolio Decisions
The number of items in each line
Depth
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THE OFFERING PORTFOLIO
Competitive
Situation
Organizational
Resources
Offering Mix/Portfolio Decisions Based on:
Marketing
Strategy
One
Offering
High-Profit or
High-Volume
Offerings
Complete
Lines
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
Is valued by consumers more than the individual
items sold separately
 P