06. product strategy
Post on 29-Nov-2014
931 Views
Preview:
DESCRIPTION
Transcript
THARAKA DIASMBA(USA), BBA(USA), Dip in Mgt, ACIM(UK),
FAEA(Dip in AEA-UK), FinstSMM(UK), CPM(Asia),
MSLIM
� What are the characteristics of products
and how do marketers classify products?
� How can companies differentiate
products?
How can a company build and manage its � How can a company build and manage its
product mix and product lines?
2AOT - www.tharakadias.com
� How can companies combine products to
create strong co-brands or ingredient brands?
� How can companies use packaging, labeling,
warranties, and guarantees as marketing warranties, and guarantees as marketing
tools?
3AOT - www.tharakadias.com
4AOT - www.tharakadias.com
A product is anything that can be offered to a
market to satisfy a want or need, including
physical goods, services, experiences, events,
persons, places, properties, organizations, persons, places, properties, organizations,
information, and ideas.
5AOT - www.tharakadias.com
YouTube - McDonalds FUNNY AD.mp4
6
YouTube - McDonalds FUNNY AD.mp4
3455.wmv
AOT - www.tharakadias.com
Value-based prices
Attractiveness
of the market
offering
Product
features
and quality
Services
mix and
quality
7AOT - www.tharakadias.com
8AOT - www.tharakadias.com
• TransportCore product
• Product features, design, quality, brand and packagingBasic product
• Level of performance, comforts, Expected product
• Level of performance, comforts, reliability, and thrill, status, prestige
Expected product
• After sales support, customer service, delivery, credit etc.
Augmented product
• Better fuel economy, enhanced design etc.
Potential product
9AOT - www.tharakadias.com
Durability
Tangibility
Use
Tangibility
10AOT - www.tharakadias.com
Nondurable
goods
ServicesDurable
goods
11AOT - www.tharakadias.com
Convenience Shopping
UnsoughtSpecialty
12AOT - www.tharakadias.com
� Convenience products- relatively inexpensive and frequently
purchased
1. Staple goods- bread, milk, toothpaste
2. Impulse goods – chocolates, perfumes, mags
3. Emergency products – umbrella, medicine, battery
� Shopping products – less frequent purchased products
( Appliances, bicycle, cameras, furniture, clothing, airline etc)
13
( Appliances, bicycle, cameras, furniture, clothing, airline etc)
� Specialty products - products with unique characteristics or
brand identification ( Cars, watches, designer clothes, medical
advisory, legal)
� Unsought products – normally does not plan to buy
( catalogues, insurance, encyclopedia, blood donation etc)
AOT - www.tharakadias.com
Materials and parts
Supplies/
business servicesCapital items
14AOT - www.tharakadias.com
� Product form� Features� Customization� Performance� Conformance� Conformance� Durability� Reliability� Repairability� Style
AOT - www.tharakadias.com
� Ordering ease
� Delivery
� Installation
� Customer training
Customer consulting� Customer consulting
� Maintenance and
repair
� Returns
AOT - www.tharakadias.com
17AOT - www.tharakadias.com
18AOT - www.tharakadias.com
� Product system
� Product mix
� Product assortment
� Depth� Depth
� Length
� Width
� Consistency
AOT - www.tharakadias.com
Product Product
Line 1Line 1
Product Product
Line 2Line 2
Product Product
Line 3Line 3
TABLESTABLES
••KitchenKitchen
CHAIRSCHAIRS
••Dining RoomDining Room
LAMPSLAMPS
••TableTable
• Width of Product Mix
••KitchenKitchen
••Dining RoomDining Room
••EndEnd
••CoffeeCoffee
••OutdoorOutdoor
••ConferenceConference
••ComputerComputer
••Dining RoomDining Room
••Living RoomLiving Room
••BedroomBedroom
••OutdoorOutdoor
••DeskDesk
••TableTable
••CeilingCeiling
••TrackTrack
••DeskDesk
20AOT - www.tharakadias.com
21AOT - www.tharakadias.com
Down-Market StretchDown-Market Stretch
Up-Market StretchUp-Market StretchUp-Market StretchUp-Market Stretch
Two-Way StretchTwo-Way Stretch
AOT - www.tharakadias.com
23AOT - www.tharakadias.com
Pruning weak brands
can strengthen the
remaining brands in
the line
AOT - www.tharakadias.com
� Product-line pricing
� Optional-feature pricing
� Captive-product pricing
Two-part pricing� Two-part pricing
� By-product pricing
� Product-bundling pricing
25AOT - www.tharakadias.com
26AOT - www.tharakadias.com
27AOT - www.tharakadias.com
28AOT - www.tharakadias.com
Packaging, sometimes called the fifth
P, is all the activities of designing and
producing the container for a product.
29AOT - www.tharakadias.com
Self-serviceSelf-service
Consumer affluenceConsumer affluence
Company/brand imageCompany/brand image
Innovation opportunityInnovation opportunity
30AOT - www.tharakadias.com
31AOT - www.tharakadias.com
� Identify the brand
� Convey descriptive and persuasive
information
Facilitate product transportation and � Facilitate product transportation and
protection
� Assist at-home storage
� Aid product consumption
32AOT - www.tharakadias.com
Identifies
GradesGrades
Describes
Promotes
33AOT - www.tharakadias.com
34AOT - www.tharakadias.com
35AOT - www.tharakadias.com
� Awareness
� Interest
Evaluation� Evaluation
� Trial
� Adoption
36AOT - www.tharakadias.com
2.5% Innovators
Adoption ProcessAdoption Process
• Product Adopter Categories
37AOT - www.tharakadias.com
2.5% Innovators
13.5% Early Adopters
Adoption ProcessAdoption Process
• Product Adopter Categories
38AOT - www.tharakadias.com
2.5% Innovators
13.5% Early Adopters
Adoption ProcessAdoption Process
• Product Adopter Categories
34% Early Majority
39AOT - www.tharakadias.com
2.5% Innovators
13.5% Early Adopters
Adoption ProcessAdoption Process
• Product Adopter Categories
34% Early Majority34% Late Majority
40AOT - www.tharakadias.com
2.5% Innovators
13.5% Early Adopters16% Laggards
Adoption ProcessAdoption Process
• Product Adopter Categories
34% Early Majority34% Late Majority
41AOT - www.tharakadias.com
Idea generationIdea generation Idea screeningIdea screening Concept testingConcept testing
11 22 33
42
CommercialisationCommercialisationTest marketingTest marketing
Business AnalysisBusiness Analysis Product DevelopmentProduct Development
66 77
44 55
AOT - www.tharakadias.com
43AOT - www.tharakadias.com
Thank you
Thank you
44AOT - www.tharakadias.com
top related