Uploaded on

our group's presentation

our group's presentation

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,074
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
63
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Product decisions Nguyen Thuong Huyen Le lien Huong Nguyen Thu Lan Nguyen Van Quyen Principles of Marketing
  • 2. Outline
    • I. Product Overview
    • II. Individual Product Decisions
    • III. Product Line Decisions
  • 3. I. Product Overview
    • 1. Definition
    • 2. Classifications
  • 4. 1. Definition
    • Anything that can be offered to a market to satisfy a want or need.
    Goods Services Events & Experiences Persons Places & Properties Organizations Information Ideas
  • 5. 2. Classifications Product Consumer products (Bought by final consumers for personal consumption.) Industrial products (Bought by individuals & organizations for further processing or for use in conducting a business.)
  • 6. II. Individual product decisions Prod. attributes Branding Packaging Labeling Support services
  • 7. Case: The Electrolux Group
  • 8. Electrolux Group Overview
    • - 500 companies
    • - The world's largest manufacturer of
    • appliances:
    • Household: refrigerators, washing machines, vacuum cleaners.
    • Commercial: refrigeration and laundry equipment.
    • Outdoor: chain saws, lawn mowers, and trimmers.
  • 9. Electrolux History Timeline
    • 1901
    • 1912
    • 1920
    • 1944
    • 1962
    • 1968
    • 1978
    • Outdoor lamps
    • Vacuum cleaners
    • Refrigerators
    • Washing machines
    • Cookers
    • Lawn mowers
    • Chain saws
  • 10.
    • Electrolux
    • BEAM
    • Eureka
    • Frigidaire
    • Gibson
    • Kelvinator
    • Simpson
    • Tornado
    • Volta
    • Voss Electrolux
    • Westinghouse
    • Zanussi
    • etc.
    Consumer brands Professional brands - Electrolux Professional - Dito-electrolux - Molteni - Zanussi Professional
  • 11. Step 1: Product Attributes
    • • Quality: - Durability
            • - Reliability
            • - Ease of operation
            • - Reparability
    • • Features: - Washing and drying
    • - Talking
    • - Using LCD large display
  • 12.
    • • Designs:
    • + Style: Front door (majority)
    • + Washing technology: Magic ball
    • Silver ion
    • Jetsystem
  • 13. LCD Display Front door Label
  • 14. Step 2: Branding To brand or not to brand Brand name selection Brand sponsor Brand strategy Brand repositioning
  • 15. Brand name selection
    • Electrolux = Electronic + Luxurious
  • 16. Brand sponsor Brand sponsor Manufacturer’s brand Private brand Licensed brand Co-branding
  • 17. Manufacturer’s brand
  • 18. Brand strategy Line extension Brand extension Multibrands New brands
  • 19. Line extension
    • Adding items (with new colors, flavors, etc.) to a given product category under a successful brand name.
  • 20.
    • EWF 1073 EWF 1073A
  • 21. Brand extension
    • The use of a successful brand name to launch new or modified products in a new category.
  • 22. Tumble dryer Electrolux T4300S Stacked Tumble Dryer
  • 23. Vacuum cleaner Electrolux Z8220
  • 24. Air cleaner Electrolux Z8020
  • 25. Step 3: Packaging
    • Function:
    To perform sale tasks To stay competitive To offer product protection
  • 26. Step 4: Labeling To identify To describe To promote To grade √ √ X X
  • 27. Logo & Brand name
  • 28. Step 5: Product support service
    • Offline customer-care center
    • Online customer-care center
    • Free catalogue download
    • Free Instruction download
  • 29. III. Product line decisions
    • 1. Product line length
    • 2. Product line modernization
    • 3. Product line pruning
  • 30. 1. Product line length
    • 1.1. Stretching downward
    Present Prod. New Prod . Low High Quality High Low Price
  • 31.
    • Eg: Mercedes Benz + Swiss watch manufacturer Swatch = Smart (1993).
    • Smart???
  • 32.  
  • 33. 1.2. Stretching upward New Prod. Present Prod . Low High Quality High Low Price
  • 34.
    • Eg: Toyota introduced Lexus
    • Launched: 1989
    • Founder: Toyota chairman Eiji Toyoda
  • 35.  
  • 36. 1.3. Stretching both ways Present Prod. Low High Quality High Low Price New Prod . New Prod.
  • 37.
    • Eg: NOKIA
    • NOKIA 1110i: 3 rd quarter 2006
    • NOKIA E90: 2 nd quarter 2007
  • 38.
    • NOKIA 1110i
  • 39. NOKIA E90
  • 40. 1.4. Line filling
    • New products are added to a company’s present line.
    • Eg: The Unza Group
  • 41. Unza Shower Foam Enchanteur 1980s Eversoft 1980s Gervenne 1993 Romano 2000 Source: www.unza.com Romano Eversoft Enchanteur Gervenne
  • 42. 2. Product line modernization
    • Modernizing the product to satisfy customers and compete well with competitors.
    • Eg: Honda: Future NEO 2005
    • Future NEO 2007
  • 43. Future NEO 2005 Future NEO 2007
  • 44. 3. Pruning
    • Discontinuation of a product or a line in response to declining demand or insufficient financial returns.
    • Eg: Yamaha: Mio 2004
    • (Mio) Classico 2006
  • 45. Mio 2004
  • 46. Classico 2006
  • 47. Conclusion
  • 48. Q & A