12

792 views

Published on

Published in: Education, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
792
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
21
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

12

  1. 1. Marketing Management, 12/e A South Asian Perspective 12 Setting Product Strategy Kotler Koshy Keller Jha
  2. 2. Chapter Questions <ul><li>What are the characteristics of products and how can they be classified? </li></ul><ul><li>How can companies differentiate products? </li></ul><ul><li>How can a company build and manage its product mix and product lines? </li></ul><ul><li>How can companies combine products to create strong co-brands or ingredient brands? </li></ul><ul><li>How can companies use packaging, labeling, warranties, and guarantees as marketing tools? </li></ul>
  3. 3. Product Anything that can be offered to a market to satisfy a want or need.
  4. 4. Figure 12.2 Five Product Levels <ul><li>Core benefit </li></ul><ul><li>Basic product </li></ul><ul><li>Expected product </li></ul><ul><li>Augmented product </li></ul><ul><li>Potential product </li></ul>
  5. 5. Product Classification Schemes <ul><li>Durability </li></ul><ul><li>Tangibility </li></ul><ul><li>Use </li></ul>
  6. 6. Durability and Tangibility <ul><li>Nondurable goods </li></ul><ul><li>Durable goods </li></ul><ul><li>Services </li></ul>
  7. 7. Consumer Goods Classification <ul><li>Convenience </li></ul><ul><li>Shopping </li></ul><ul><li>Specialty </li></ul><ul><li>Unsought </li></ul>
  8. 8. Industrial Goods Classification <ul><li>Materials and parts </li></ul><ul><li>Capital items </li></ul><ul><li>Supplies/business services </li></ul>
  9. 9. Product Differentiation <ul><li>Product form </li></ul><ul><li>Features </li></ul><ul><li>Performance </li></ul><ul><li>Conformance </li></ul><ul><li>Durability </li></ul><ul><li>Reliability </li></ul><ul><li>Reparability </li></ul><ul><li>Style </li></ul><ul><li>Design </li></ul><ul><li>Ordering ease </li></ul><ul><li>Delivery </li></ul><ul><li>Installation </li></ul><ul><li>Customer training </li></ul><ul><li>Customer consulting </li></ul><ul><li>Maintenance </li></ul>
  10. 10. The Product Hierarchy <ul><li>Need family </li></ul><ul><li>Product family </li></ul><ul><li>Product class </li></ul><ul><li>Product line </li></ul><ul><li>Product type </li></ul><ul><li>Item </li></ul>
  11. 11. Product Systems and Mixes <ul><li>Product system </li></ul><ul><li>Product mix </li></ul><ul><li>Product assortment </li></ul><ul><li>Depth </li></ul><ul><li>Length </li></ul><ul><li>Width </li></ul><ul><li>Consistency </li></ul>
  12. 12. Product Line Analysis <ul><li>Core product </li></ul><ul><li>Staples </li></ul><ul><li>Specialties </li></ul><ul><li>Convenience items </li></ul>
  13. 13. Line Stretching <ul><li>Down Market Stretch </li></ul><ul><li>Up-Market Stretch </li></ul><ul><li>Two-Way Stretch </li></ul>
  14. 14. Product-Mix Pricing <ul><li>Product-line pricing </li></ul><ul><li>Optional-feature pricing </li></ul><ul><li>Captive-product pricing </li></ul><ul><li>Two-part pricing </li></ul><ul><li>By-product pricing </li></ul><ul><li>Product-bundling pricing </li></ul>
  15. 15. Packaging: The 5 th P All the activities of designing and producing the container for a product.
  16. 16. Packaging has been influenced by: <ul><li>Self-service </li></ul><ul><li>Consumer affluence </li></ul><ul><li>Company and brand image </li></ul><ul><li>Innovation opportunity </li></ul>
  17. 17. Functions of Labels <ul><li>Identifies </li></ul><ul><li>Grades </li></ul><ul><li>Describes </li></ul><ul><li>Promotes </li></ul>

×