This presentation is created as a part of a Marketing internship and is based on Chapter 11- 'Setting Product Strategy" from Kotler book of Marketing Management
6. Classification of products by marketers, on the basis of :
Durability And Tangibility
Consumer-Goods Classification
Industrial-Goods Classification
8. Convenience
Goods
Purchased
frequently and with
minimal effort
Shopping
Goods
Compared on
bases as price,
quality & style.
Specialty
Goods
Having unique
features &
brand value
Unsought
Goods
Unaware or
hardly thinks of
buying these.
Consumer-Goods Classification
34. Design is the totality of
features that affect how a
product looks , feels and
functions to a customer.
35. IMPORTANCE OF DESIGN IN MARKETING
For a company, a well-designed product is
easy to manufacture and distribute.
To the customer, a well-designed product
is pleasant to look at and easy to install ,
use and repair.
45. PRODUCT LINE
A group of products
manufactured by a
company that are
closely related
because they
perform functions
in a compatible
manner, sold to
same customer
group or fall within
a price range.
48. Width : No. of different product lines
the company carries.
Depth : The number of variants offered
of each product in a product line.
Product Mix Width
ProductMixDepth
49. Length : The total number of items in a
company’s product mix.
Consistency : This describes how closely
related the various products lines are.
55. ‘Line Stretching’ refers to
lengthening the product line beyond
its current range (whether up, down
or both markets) to attract buyers
from all the segments
56. ‘Line Filling’ means adding
more items within the present
range to ensure tight grip in
the market and keep out the
competitors.
59. CO-BRANDING
Two or more well-known
brands are combined into a
joint product or marketed
together in the same
fashion. Also known as
‘Dual Branding’ or ‘Brand
Bundling.’
61. JOINT-VENTURE CO-BRANDING
The Nike + IPod Sport
kit turned out to be a
huge hit, when
famous brands Apple
and Nike decided to
collaborate.
62. RETAIL CO-BRANDING
‘Coke Studio’ is a great
example, produced by
the Coca-Cola
Company along with
Viacom India, which has
been popular throughout
the country, receiving
critical acclaim .
63. Characteristics of Co-Branding
1. Generate greater sales from existing market.
2.Open opportunities for new consumers and channels.
3. Reduce the cost of product introduction.
4. Loss of control
5. Risk of Brand Equity Dilution
6. Higher expectations may result in unsatisfactory
performance that could have negative impact on both
brands.
64. INGREDIENT
BRANDING
A special case of co-
branding, where a
company creates brand
equity for components
that are contained within
the other branded
products.
65. ‘Intel inside’ forced
the major PC
manufactures like
IBM, Dell etc. to
purchase their chips
from Intel at a
premium price.
66. It must have a
distinctive
logo which
must signal
that the host
product
contains the
ingredient.
67. It should make the
customers believe
that ingredient
matters to the
performance and
success of the end
product.