Product Mix Chapter 7 Overview
Segmentation Not  Proliferation
One Size Doesn’t Fit Anybody Very Well <ul><li>Consumers buy benefits, and products that BEST address their SPECIFIC need ...
What It’s Not <ul><li>It’s not just line-extensions….(Dove Soap and Dove Shampoo). </li></ul><ul><li>It’s usually distinct...
Cleans, Whitens and Sanitizes Cleans & Keeps Colors Vibrant Ground in dirt & Stains Everyday Dirt Cheer Tide All Dreft Tid...
Generic Quality Premium Quality Low Priced High Priced
Product Mix Covers All the IMPORTANT Bases <ul><li>It’s all about SALES.  If the number of consumers that want a product t...
Fighter Brands <ul><li>Protect the premium brands. </li></ul><ul><li>Are hard to detect as a consumer. </li></ul><ul><li>A...
The Phone Wars <ul><li>History </li></ul><ul><li>My crystal ball from 1997…… </li></ul><ul><li>MCI / Worldcom: Bankrupt </...
Linked Benefits <ul><li>Great taste & low calories. </li></ul><ul><li>Clean, white teeth, fresh breath, tartar control, fi...
NEVER try to segment and unlink  LINKED BENEFITS
Usage Occasion <ul><li>Can be an effective way of segmenting and creating a reason to own multiple versions of your produc...
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Chapter 7 product mix

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Chapter 7 product mix

  1. 1. Product Mix Chapter 7 Overview
  2. 2. Segmentation Not Proliferation
  3. 3. One Size Doesn’t Fit Anybody Very Well <ul><li>Consumers buy benefits, and products that BEST address their SPECIFIC need will get purchased. </li></ul><ul><li>Segmentation Analysis can help you determine where you need products to address consumer needs. </li></ul>
  4. 4. What It’s Not <ul><li>It’s not just line-extensions….(Dove Soap and Dove Shampoo). </li></ul><ul><li>It’s usually distinct, stand alone brands that address specific consumer needs. </li></ul>
  5. 5. Cleans, Whitens and Sanitizes Cleans & Keeps Colors Vibrant Ground in dirt & Stains Everyday Dirt Cheer Tide All Dreft Tide w/ Bleach
  6. 6. Generic Quality Premium Quality Low Priced High Priced
  7. 7. Product Mix Covers All the IMPORTANT Bases <ul><li>It’s all about SALES. If the number of consumers that want a product to fulfill that need is significant, offer it. </li></ul><ul><li>Don’t be a flea on an elephant’s behind. (I.e. toothpaste for those with braces). </li></ul>
  8. 8. Fighter Brands <ul><li>Protect the premium brands. </li></ul><ul><li>Are hard to detect as a consumer. </li></ul><ul><li>Are almost always found as “in-store specials”. </li></ul><ul><li>Work particularly well in “commodity” categories. </li></ul>
  9. 9. The Phone Wars <ul><li>History </li></ul><ul><li>My crystal ball from 1997…… </li></ul><ul><li>MCI / Worldcom: Bankrupt </li></ul><ul><li>Sprint: now mostly a wireless phone company. </li></ul><ul><li>AT&T: Still slugging away and losing money. </li></ul>
  10. 10. Linked Benefits <ul><li>Great taste & low calories. </li></ul><ul><li>Clean, white teeth, fresh breath, tartar control, fights gum disease. </li></ul><ul><li>Clean, comfortable shave. </li></ul>
  11. 11. NEVER try to segment and unlink LINKED BENEFITS
  12. 12. Usage Occasion <ul><li>Can be an effective way of segmenting and creating a reason to own multiple versions of your product: </li></ul><ul><li>Chapstick </li></ul><ul><ul><ul><li>Regular </li></ul></ul></ul><ul><ul><ul><li>Healing w/ Vitamin E </li></ul></ul></ul><ul><ul><ul><li>Sunblock Protection </li></ul></ul></ul><ul><ul><ul><li>Flavored </li></ul></ul></ul><ul><ul><ul><li>Winter Protection </li></ul></ul></ul>

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