1. Anything that is offered to the market for attention, acquisition, use or consumption that satisfies a want or a need PRODUCT - Everything that goes with the purchase. - Ranges from the tangible (products) to the intangible (services). Product is . . . . .
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7. Product Items, Lines, and Mixes Product Item Product Line Product Mix A specific version of a product that can be designated as a distinct offering among an organization’s products. A group of closely-related product items. All products that an organization sells.
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9. Gillette’s Product Lines & Mix Blades and Writing razors Toiletries instruments Lighters Fusion – 5 blade Mach 3 Turbo Mach 3 Series Paper Mate Cricket Sensor Adorn Flair S.T. Dupont Trac II Toni S.T. Dupont Atra Right Guard Swivel Silkience Double-Edge Soft and Dri Lady Gillette Foamy Super Speed Dry Look Twin Injector Dry Idea Techmatic Brush Plus Width of the product mix Depth of the product lines
18. Identify the strategic role of new products, then... 1. Idea generation 2. Screening of ideas 3. Business analysis 4. Prototype development 5. Market Tests 6. Commer- cialization The New Product Development Process
19. Launch Strategy Company Goals Product Strategy Examples Defend market share Introduce addition to existing produce line/ revise existing product Pizza Hut’s “Big New Yorker” and “ Stuffed Crust” pies Strengthen reputation as an innovator Introduce a really new product - not just an extension of an existing product Digital cameras introduced by Sony, Canon, and other firms
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