Marketing
Product Strategy
What is a product?
• A product is “anything that can be offered
to a market for attention , acquisition , use
or consumpti...
Levels of a Product
•

Core
Actual
Augmented
Product Classifications
Product decisions
• Product Class.

• Branding and attributes.
Width, Length, Depth

Classes/commodity (width)-to
develop: new classes

Innovation
magnitude
increases

Lines/Products (l...
Product decisions (cont.)
• Product line decisions.

• Product mix decisions.
– Managing the product
portfolio
New product development
(Divergence Towards Class/Category
Creation (Ries &Ries,2004)
New product development
Product life cycle strategies
(Diversions towards line creations)
Types of product development
• Change in the core

• Change in Packaging
and/or core
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Mensur Boydaş: Vahdi Boydaş: Product strategy lec

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Mensur Boydaş: Vahdi Boydaş

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Mensur Boydaş: Vahdi Boydaş: Product strategy lec

  1. 1. Marketing Product Strategy
  2. 2. What is a product? • A product is “anything that can be offered to a market for attention , acquisition , use or consumption and that might satisfy a want or a need.” (Armstrong et al, 2004)
  3. 3. Levels of a Product • Core Actual Augmented
  4. 4. Product Classifications
  5. 5. Product decisions • Product Class. • Branding and attributes.
  6. 6. Width, Length, Depth Classes/commodity (width)-to develop: new classes Innovation magnitude increases Lines/Products (length)—to develop: new Brands and/or new product concepts e.g. Walkman Cassettes/ CD’s Products’ Versions (depth)-to develop:Shock-absorbent new options /Sound adjustments, radio option, etc.. Innovation magnitude decreases
  7. 7. Product decisions (cont.) • Product line decisions. • Product mix decisions. – Managing the product portfolio
  8. 8. New product development (Divergence Towards Class/Category Creation (Ries &Ries,2004)
  9. 9. New product development Product life cycle strategies (Diversions towards line creations)
  10. 10. Types of product development • Change in the core • Change in Packaging and/or core

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