Chapter8 Product And Services Strategy

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  • Philosophy Recognition that our customers are unique with their own culture, image, workplace issues, change rates Recognition that standard solutions do not work Recognition that each customer needs to be treated as and individual market Manufacturing Flat organizational structure, easy to get to the right resources, greater empowerment Mass customization Vs. mass production Highly vertical and highly integrated operation Cellular organization - lot size of one
  • Chapter8 Product And Services Strategy

    1. 1. <ul><li>Resources: </li></ul><ul><li>Marketing an Introduction / Gary Armstrong, Philip Kotler </li></ul>Product and Services Strategy
    2. 2. What is Product? Products are tangible Services are intangible Experiences are memorable
    3. 3. Levels of Product Core benefit or service Brand name Packaging Features Design Quality level Installation After sale service Warranty Delivery And credit Core product Actual product Augmented product
    4. 4. Individual Product Decisions Product attributes Branding Packaging Labeling Product support services
    5. 5. Product Attributes Product quality Product features Product style and design Performance quality Conformance quality Customer defined quality Motorola – Our definition of a defect is: if the customer doesn’t like it, it’s a defect Siemens – Quality is when our customers come back and our product’s don’t
    6. 6. Branding A brand is a name, term, sign, symbol, or design , or a combination of these, that identifies the maker or seller of a product or service.
    7. 7. Branding ( Parfum de France )
    8. 8. Branding ( Extra )
    9. 9. Branding <ul><li>Brands </li></ul><ul><li>should be easy to pronounce, recognize and remember </li></ul><ul><li>should be distinctive </li></ul><ul><li>should be extendable </li></ul><ul><li>should easily translate into foreign languages </li></ul>
    10. 10. Best Global Brands
    11. 12. Packaging <ul><li>Traditional view </li></ul><ul><li>contain </li></ul><ul><li>protect </li></ul><ul><li>Recent view </li></ul><ul><li>attracting consumers </li></ul><ul><li>describing product </li></ul>
    12. 13. Labeling - identifies product owner - describes who made it, when and where - promotion with attractive graphics
    13. 14. Service Marketing Variability Quality of services depends on who provides them and when, where, and how Intangibility Services cannot be seen, tasted, felt, heard, or smelled before purchase Inseparability Services cannot be separated from their providers Perishability Services cannot be stored for later sale or use Services

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