Designing the social product By Uttam Raj Regmi
<ul><li>Philip Kotler defines a product as  </li></ul><ul><li>“  Anything that can be offered to a market for attention, a...
Social Marketing Products Social Product Idea Practice Tangible
Idea: Fight Smoking
Practice
Tangible object
Product Life Cycle Introduction Growth Maturity Decline
New product development process <ul><li>Brainstorming </li></ul><ul><li>Idea generation </li></ul><ul><li>Idea Screening <...
Designing Social Product Social  Product Product  Positioning Dressing up  The product Branding Packaging Image  Designing...
What is Branding ? <ul><li>Branding involves using an identification feature on the product so that buyers can easily reco...
Importance of branding to marketers <ul><li>Promotion </li></ul><ul><li>Value building </li></ul><ul><li>Product image and...
Importance of branding to buyers <ul><li>Product identification and choice </li></ul><ul><li>Quality assurance </li></ul><...
Features of good brand <ul><li>Easy to say, spell and recall </li></ul><ul><li>Distinctiveness </li></ul><ul><li>Reflectin...
Top Ten Brands of the World <ul><li>Coca-Cola  </li></ul><ul><li>Microsoft  </li></ul><ul><li>IBM  </li></ul><ul><li>Gener...
What is packaging ? <ul><li>Packaging is wraping a commodity or bundling it in a way suitable for transporting, storing an...
Function of packaging <ul><li>Protection </li></ul><ul><li>Identification </li></ul><ul><li>Communication </li></ul><ul><l...
Features of a good package <ul><li>Convenient </li></ul><ul><li>Attractive </li></ul><ul><li>Communicative </li></ul><ul><...
What is labeling ? <ul><li>A label is that part of the product in which the brand name, brand mark, information about the ...
Types of labels <ul><li>Brand labels: The most simple form of labels in which only the brand name appears. Eg. Suiting, sa...
Functions of labels <ul><li>Identification </li></ul><ul><li>Description </li></ul><ul><li>Promotion </li></ul><ul><li>Exa...
 
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  • Designing the social product

    1. 1. Designing the social product By Uttam Raj Regmi
    2. 2. <ul><li>Philip Kotler defines a product as </li></ul><ul><li>“ Anything that can be offered to a market for attention, acquisition, use or consumption and that might satisfy a want or need.” </li></ul><ul><li>“ Product is everything that one receives in an exchange” </li></ul>What is Product ?
    3. 3. Social Marketing Products Social Product Idea Practice Tangible
    4. 4. Idea: Fight Smoking
    5. 5. Practice
    6. 6. Tangible object
    7. 7. Product Life Cycle Introduction Growth Maturity Decline
    8. 8. New product development process <ul><li>Brainstorming </li></ul><ul><li>Idea generation </li></ul><ul><li>Idea Screening </li></ul><ul><li>Concept development and testing </li></ul><ul><li>Product development and testing </li></ul><ul><li>Test Marketing </li></ul><ul><li>Commercialization/Social marketing </li></ul>
    9. 9. Designing Social Product Social Product Product Positioning Dressing up The product Branding Packaging Image Designing of The product Target Group
    10. 10. What is Branding ? <ul><li>Branding involves using an identification feature on the product so that buyers can easily recognize the product and its manufacture. </li></ul><ul><li>What is a brand? </li></ul><ul><li>A brand is a name, sign, symbol, design or a combination of these to identify the products or services. Eg. Dhaal , Rangela, Postinor, Mercedes, Wai Wai, Tata, DHL etc. </li></ul>
    11. 11. Importance of branding to marketers <ul><li>Promotion </li></ul><ul><li>Value building </li></ul><ul><li>Product image and personality development </li></ul><ul><li>Product postioning </li></ul><ul><li>Brand layalty </li></ul><ul><li>Expansion of the product line </li></ul>
    12. 12. Importance of branding to buyers <ul><li>Product identification and choice </li></ul><ul><li>Quality assurance </li></ul><ul><li>Regularity of supply </li></ul><ul><li>Prestige and status </li></ul><ul><li>Promotion of social events </li></ul><ul><li>Protection of consumer’s rights </li></ul><ul><li>Responsiveness to environmental problems </li></ul>
    13. 13. Features of good brand <ul><li>Easy to say, spell and recall </li></ul><ul><li>Distinctiveness </li></ul><ul><li>Reflecting product’s attribute </li></ul><ul><li>Legally protectable </li></ul><ul><li>Possibility of product line extension </li></ul><ul><li>Possibility of use in the foreign markets </li></ul>
    14. 14. Top Ten Brands of the World <ul><li>Coca-Cola </li></ul><ul><li>Microsoft </li></ul><ul><li>IBM </li></ul><ul><li>General Electric (GE) </li></ul><ul><li>Nokia </li></ul><ul><li>Toyota </li></ul><ul><li>Intel </li></ul><ul><li>McDonald's </li></ul><ul><li>Disney </li></ul><ul><li>Mercedes Benz </li></ul>
    15. 15. What is packaging ? <ul><li>Packaging is wraping a commodity or bundling it in a way suitable for transporting, storing and handling. </li></ul><ul><li>There are three levels of packaging </li></ul><ul><li>- Primary : eg. tooth past, milk can </li></ul><ul><li>- Secondary:eg. Wrap. -Soap, bread, </li></ul><ul><li>- Shipping: eg. Cardboard, wooden </li></ul><ul><li>boxes </li></ul>
    16. 16. Function of packaging <ul><li>Protection </li></ul><ul><li>Identification </li></ul><ul><li>Communication </li></ul><ul><li>Promotion </li></ul><ul><li>Product differentiation </li></ul>
    17. 17. Features of a good package <ul><li>Convenient </li></ul><ul><li>Attractive </li></ul><ul><li>Communicative </li></ul><ul><li>Economic </li></ul><ul><li>Environment friendly </li></ul>
    18. 18. What is labeling ? <ul><li>A label is that part of the product in which the brand name, brand mark, information about the product, its use, ingredients, date of manufacture, manufacture’s name and address appear. </li></ul>
    19. 19. Types of labels <ul><li>Brand labels: The most simple form of labels in which only the brand name appears. Eg. Suiting, saris, shirts. </li></ul><ul><li>Grade labels: Provide quality or grand of the product along with the brand name. They are mostly perishable and semi perishable products. Eg. Fruits, food grains, meat, eggs, etc </li></ul><ul><li>Descriptive labels: They contain full description of the products and their ingredients including their uses, precautions etc. </li></ul>
    20. 20. Functions of labels <ul><li>Identification </li></ul><ul><li>Description </li></ul><ul><li>Promotion </li></ul><ul><li>Example, of designing and Branding </li></ul><ul><li>Econ.pps </li></ul>

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