Most service organization offers a line products rather than just a single product.
Product Lines And Brands
Most service organization offers
a line products rather than just a single product. Some of these products are
distinctly different from one another. Again in response to changing market
opportunities, companies may revise the mix of products that they offer.
Following example illustrate this concept.
British airways (BA), which explicitly reorganizes eight different air
travel products – or brand – under the British airways umbrella. (The company
also has equity shares in several other airlines). There are four intercontinental
service brands – Concorde (supersonic deluxe service), first class (deluxe
subsonic service), club world (business class) and world (business class), and
world traveler (economy class) ; two intra –European brands-club world
(business class) and euro – traveler (economy class) : and within the united
kingdom, the super shuttle brand, offering a graduated economy seat and high –
frequency service. In additional, six commuter airlines, flying in British
airways colors, operate service in partnership with BA under the British airways
express brand. As described by Douglas each British airways brand has a key
brand proposition and a set of clearly stated product specifications for
preflight, in-flight and on-arrival service element. To provide additional
focus on product, pricing and marketing communications, responsibility for
managing and developing each brand is assigned to a brand management team.
Through internal training and external communication, staff and passengers
alike are kept informed of the characteristic of each brand.
Tags : MARKETING MANAGEMENT - Product Mix Decisions
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