marketing managment, mba

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marketing managment, mba

  1. 1. TEAM 4 PRESENTING
  2. 2. MODULE - 4
  3. 3. PRODUCT PLANNING AND DEVLOPMENT
  4. 4. PRODUCT A product is any thing that can be offered to a market to satisfy a want or need. Products that are marketed include physicals goods [automobiles, books ], servies[haircuts,concerts],persons[Michael Jordan, barbar Streisand], places[Hawaii Venice],organizations [RBI,HAL,HLL,] and ideas[family planning, safe driving] The product is the important element in the market offerings , marketing mix, planning begins with formulating on offering to meet target customers needs or wants. The customers will judge the offering by three basic elements such as product features , quality and servies.
  5. 5. LEVELS OF PRODUCT <ul><li>CORE BENEFIT </li></ul><ul><li>BASIC PRODUCT </li></ul><ul><li>EXPECTED PRODUCT </li></ul><ul><li>AUGMENTED PRODUCT </li></ul><ul><li>POTENTIAL PRODUCT </li></ul>
  6. 6. PRODUCT CONCEPT <ul><li>MANAGERIAL DIMENSION </li></ul><ul><li>CONSUMER DIMENSION </li></ul><ul><li>SOCIETIAL DIMENSION </li></ul>
  7. 7. NEW PRODUCT DEVELOPMENT PROCESS <ul><li>IDEA GENERATION </li></ul><ul><li>IDEA SCREENING </li></ul><ul><li>CONCEPT TESTING AND DEVELOPMENT </li></ul><ul><li>MARKET STRATEGY DEVELOPMENT </li></ul><ul><li>PRODUCT DEVELOPMENT </li></ul><ul><li>TEST MARKETING </li></ul><ul><li>COMMERCIALISATION </li></ul>
  8. 8. PRODUCT LIFE CYCLE Introduction Growth Stage Maturity Stage Saturation Stage Decline Stage  Sales are In..  Profit is less  Massive Ads and promotion activity  Weakness many promptly removed  Rising sales at increase rate  Profit increase  Continuous Ads & Sales promotion  Company top priority is to increase sales volume  1 Rising sales at decreasing rate  Reduce profit  Competition through ads & sales promotion  Company’s priority is over all market effectiveness  Stables sales volume  Profit margin may fall  Maintain market shares  Price is primary weapon  Stop production & diversity  Stop giving ads and sales promotion  Watch word of management “Innovate or Die”  Product becomes obsolete
  9. 9. PRODUCT MIX   Definition Width Length Depth Consistency   A set of all products and items offers for sale by company in to market. Ex: TATA Oil, cosmetic, transport, tea, textiles   A product mix refers to how many different products line the company carries. EX:P&G’s products hair care products, health care products etc.   A product mix refers to total of items in the mix.   A product mix refers to how many variants are offered of each product in the line.   A product mix refers to how closely relate in various product line.
  10. 10. PRODUCT MIX STRATEGY   Expansion P.M . Contraction P.M. Alteration P.M . Trading Up & Down Product Differentiation and Market segmentation         Increase the number of product line         Increase new product in a product line of co. Ex.: Raymond’s Blazers, Ties, Shirts, etc.        Eliminating an entire product line        Eliminating a product from product line Ex.: Alwyn, Hero Honda         Design (Qty, Quality and Composition)         Usage         Operation Purpose: To yield more profit and less risk then developing a completely new product   Trading up adding higher price prestige product to lower product Increasing sales of lower product Trading Down: - Adding a lower product in higher price prestige capture every segment of market. <ul><li>  </li></ul><ul><li>1 product differentiation </li></ul><ul><li>Promoting awareness between one company to those of competition </li></ul><ul><li>market segmentation </li></ul><ul><li>        Sellers recognize market is made up of many homogenous segment </li></ul><ul><li>        Attempts to penetrate limited market in depth </li></ul>
  11. 11. <ul><li>A BRAND IS A NAME ,TERM,SIGN, SYMBOL,DESIGN OR A COMBINATION OF THEM INTENDED TO IDENTIFY THE GOODS & SERVICES OF ONE SELLER OR A GROUP OF SELLERS AND TO DIFFERENTIATE THEM FROM THOSE OF COMPETITORS. </li></ul>BRAND
  12. 12. BRAND ATTRIBUTES BENIFITS VALUES CULTURE PERSONALITY USER
  13. 13. BRANDING’S MAIN TASK <ul><li>Selecting brand name and logo </li></ul><ul><li>Differentiation through attribute with unique image </li></ul><ul><li>Positioning through targeting customers </li></ul><ul><li>Distribution and promotion </li></ul><ul><li>Keeping brand live and active </li></ul><ul><li>Brand proliferation through add more brand to a line . </li></ul>
  14. 14. TYPES OF BRANDS <ul><li>INDIVIDUAL BRAND NAME </li></ul><ul><li>Each product of the company’s given an independent brand name. </li></ul><ul><ul><li>EG: HLL INDIVIDUAL BRAND </li></ul></ul><ul><ul><li>DOVE , LUX, PEARS </li></ul></ul><ul><ul><li>SURF, WHEEL, RIN. </li></ul></ul>
  15. 15. <ul><li>FAMILY BRAND NAME </li></ul><ul><li>Different product of the company is marketed under one brand name. It is also called umbrella brand name. </li></ul><ul><li>Ex.: Amul – milk power, bread, butter </li></ul>
  16. 16. <ul><li>COMPANY INDIVIDUAL NAME </li></ul><ul><li>When company name is tied up with individual brand name then it is termed as company individual name. </li></ul><ul><li>Ex.: Bajaj, BPL, Videocon </li></ul>
  17. 17. <ul><li>MIDDLEMEN’S BRAND </li></ul><ul><li>Manufacturers leave their products for branding by the distributors/retailers </li></ul><ul><li>Ex.:Foodworld, stop-shoppers stop </li></ul>
  18. 18. <ul><li>MULTI BRAND </li></ul><ul><li>A company will introduce additional brands in the same product category. </li></ul><ul><li>Eg: electrolux introduced refrigerator, kelvirator, white and gypsum for refrigerator product lines. </li></ul>
  19. 19. BRAND EXTENSION <ul><li>A company may use its existing brand name to introduce new products in other categories. </li></ul><ul><li>Eg : Samsung </li></ul>
  20. 20. BRAND EXTENSION <ul><li>TYPES </li></ul><ul><li>1. Extended to other items in same product line. </li></ul><ul><li>Ex. Sunrise coffee extended to Sunrise premium and Sunrise Extra Coffee </li></ul><ul><li>2. Extended to items in a related product line. </li></ul><ul><li>Ex. Maggi – Maggi Ketch up, Maggi Soup </li></ul><ul><li>3. Extended to items in an unrelated product line. </li></ul><ul><ul><li>Ex. Kingfisher, TATAs </li></ul></ul>
  21. 21. PACKAGING <ul><li>P ACKAGING HAS BEEN DEFINED AS THE GENERAL GROUP OF ACTIVITIES WHICH INVOLVES DESIGNING AND PRODUCING THE CONTAINEAR OR A RAPER FOR A PRODUCT </li></ul>
  22. 22. NEEDS & IMPORTANT <ul><li>Protection from damages. </li></ul><ul><li>Prevention of evaporation. </li></ul><ul><li>Protection against spoilage. </li></ul><ul><li>Protection against leakage. </li></ul><ul><li>Protection of the quality of the product. </li></ul><ul><li>Convenience for the customers. </li></ul><ul><li>Economical. </li></ul><ul><li>Promotional role. </li></ul>
  23. 23. TYPES OF PACKAGING <ul><li>CONSUMER PACKAGING </li></ul><ul><li>FAMILY PACKAGING </li></ul><ul><li>REUSE PACKING </li></ul><ul><li>MULTI PACKING </li></ul><ul><li>TETRA PACKS </li></ul>
  24. 24. LABILLING <ul><li>A LABEL IS A SMALL SLIP PLACED ON THE PRODUCT TO DENOTE ITS NATURE CONTAINTS OWNERSHIP AND DESTINATION ETC . </li></ul>
  25. 25. TYPES OF LABELS <ul><li>  1] A brand label is simply the brand alone applied to the product or package. Some oranges stamped, and some clothes carry brand label. </li></ul><ul><li>2] A descriptive label gives objective information about the product’s use, construction, care, performance and other pertinent features. On a descriptive label for a can of corn, there will be statements concerning the type of corn, specification for product size, product code number, etc. </li></ul>
  26. 26. <ul><li> 3]   A Grade label: Identifies the product judged quality with a letter, number or word and sometimes also graded A, B…… </li></ul><ul><li>4] Brand Labeling is an acceptable form of labeling but it does not give sufficient information to a buyer </li></ul>
  27. 27. QUERIES...????

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