• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Chapter 12   Setting Product Strategy By Kotler
 

Chapter 12 Setting Product Strategy By Kotler

on

  • 12,804 views

 

Statistics

Views

Total Views
12,804
Views on SlideShare
12,767
Embed Views
37

Actions

Likes
13
Downloads
0
Comments
0

2 Embeds 37

http://www.slideshare.net 36
https://www.facebook.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Chapter 12   Setting Product Strategy By Kotler Chapter 12 Setting Product Strategy By Kotler Presentation Transcript

    • Chapter 12 : SETTING PRODUCT STRATEGY
      Prof. Joseph de Ungria
      AGSB – Marketing Management
      by : Cynthia Maandal
      03-06-10
    • What is a Product?
      A product- anything that can be offered to a market to satisfy a want or need
      - including physical goods, services, experiences, events, persons, places, properties, organizations, information, and ideas.
    • Products :
    • Figure 12.1 Components of the Market Offering
      Value-based prices
      Attractiveness
      of the market
      offering
      Product
      features
      and quality
      Services
      mix and
      quality
    • Figure 12.2 Five Product Levels
    • Product Classification Schemes
      Durability
      Tangibility
      Use
    • Durability and Tangibility
      Nondurable
      goods
      Services
      Durable
      goods
    • Product Differentiation
      Product form
      Features
      Customization
      Performance
      Conformance
      Durability
      Reliability
      Repairability
      Style
    • Consumer Goods Classification
      Convenience
      Shopping
      Specialty
      Unsought
    • Service Differentiation
      Ordering ease
      Delivery
      Installation
      Customer training
      Customer consulting
      Maintenance and repair
      Returns
    • Design Differentiation
      Is the totality of features that affect how a product looks , feels and functions, in terms of customer requirements.
    • Maintenance and Repair
      Describes the service program for helping customers keep purchased in good working order
    • Product Systems and Mixes
      Product system
      Product mix
      Product assortment
      Depth
      Length
      Width
      Consistency
    • Product-Mix Width and Product-Line Length, Depth and Consistency for Proctor& Gamble Products
    • Line Stretching
      Down-Market Stretch
      Up-Market Stretch
      Two-Way Stretch
    • Two Stretch - Holiday Inn
      Crowne Plaza – upscale
      Holiday Inn – Traditional
      Holiday Inn Express – Budget
      Holiday Inn Select – Business Oriented
      Holiday Inn – Suites and Rooms
    • Product- Mix Pricing
      Product Line Pricing
      Optional Feature Pricing
      Two-Part Pricing
      Captive Product Pricing
      By-product Pricing
      Product Bundling Pricing
    • Product Line Pricing
      Valid until March 31, 2010 (24-hour response)
      Weekday (Monday to Thursday)
      Room Types
      Rates per Room per Night
      Superior Room (Single/Double) without Breakfast
      US$ 117 nett
      Superior Room (Triple) without Breakfast
      US$ 150 nett
      Superior Room (Single) with Breakfast
      US$ 125 nett
      Superior Room (Double) with Breakfast
      US$ 128 nett
      Superior Room (Triple) with Breakfast
      US$ 196 nett
      Weekend (Friday to Sunday)
      Room Types
      Rates per Room per Night
      Inclusions:• Room accommodation• Taxes• Service charge
    • What is the Packaging ?
      -sometimes called the fifth P, is all the activities of designing and producing the container for a product.
    • Factors Contributing to the Emphasis on Packaging
      Self-service
      Consumer affluence
      Company/brand image
      Innovation opportunity
    • Packaging Objectives
      Identify the brand
      Convey descriptive and persuasive information
      Facilitate product transportation and protection
      Assist at-home storage
      Aid product consumption
    • Functions of Labels
      Identifies
      Grades
      Describes
      Promotes
    • Warranties and Guarantees
      - are formal statements of expected product performance by the manufacturer