Chapter 12 Setting Product Strategy By Kotler

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Chapter 12 Setting Product Strategy By Kotler

  1. 1. Chapter 12 : SETTING PRODUCT STRATEGY<br />Prof. Joseph de Ungria<br />AGSB – Marketing Management<br /> by : Cynthia Maandal<br />03-06-10<br />
  2. 2. What is a Product?<br />A product- anything that can be offered to a market to satisfy a want or need<br /> - including physical goods, services, experiences, events, persons, places, properties, organizations, information, and ideas.<br />
  3. 3. Products :<br />
  4. 4. Figure 12.1 Components of the Market Offering<br />Value-based prices<br />Attractiveness<br /> of the market<br />offering<br />Product <br />features <br />and quality<br />Services <br />mix and <br />quality<br />
  5. 5. Figure 12.2 Five Product Levels<br />
  6. 6. Product Classification Schemes<br />Durability<br />Tangibility<br />Use<br />
  7. 7. Durability and Tangibility<br />Nondurable<br />goods<br />Services<br />Durable<br />goods<br />
  8. 8. Product Differentiation<br />Product form<br />Features<br />Customization<br />Performance<br />Conformance<br />Durability<br />Reliability<br />Repairability<br />Style<br />
  9. 9. Consumer Goods Classification<br />Convenience<br />Shopping<br />Specialty<br />Unsought<br />
  10. 10. Service Differentiation<br />Ordering ease<br />Delivery<br />Installation<br />Customer training<br />Customer consulting<br />Maintenance and repair<br />Returns<br />
  11. 11. Design Differentiation<br />Is the totality of features that affect how a product looks , feels and functions, in terms of customer requirements. <br />
  12. 12. Maintenance and Repair<br />Describes the service program for helping customers keep purchased in good working order<br />
  13. 13. Product Systems and Mixes<br />Product system<br />Product mix<br />Product assortment<br />Depth<br />Length<br />Width<br />Consistency<br />
  14. 14. Product-Mix Width and Product-Line Length, Depth and Consistency for Proctor& Gamble Products<br />
  15. 15. Line Stretching<br />Down-Market Stretch<br />Up-Market Stretch<br />Two-Way Stretch<br />
  16. 16. Two Stretch - Holiday Inn<br />Crowne Plaza – upscale<br /> Holiday Inn – Traditional<br />Holiday Inn Express – Budget<br />Holiday Inn Select – Business Oriented<br />Holiday Inn – Suites and Rooms<br />
  17. 17. Product- Mix Pricing<br />Product Line Pricing<br />Optional Feature Pricing<br />Two-Part Pricing<br />Captive Product Pricing<br />By-product Pricing<br />Product Bundling Pricing<br />
  18. 18. Product Line Pricing<br />Valid until March 31, 2010 (24-hour response)<br />Weekday (Monday to Thursday) <br />Room Types<br />Rates per Room per Night<br />Superior Room (Single/Double) without Breakfast <br />US$ 117 nett<br />Superior Room (Triple) without Breakfast <br />US$ 150 nett<br />Superior Room (Single) with Breakfast <br />US$ 125 nett<br />Superior Room (Double) with Breakfast <br />US$ 128 nett<br />Superior Room (Triple) with Breakfast <br />US$ 196 nett<br />Weekend (Friday to Sunday) <br />Room Types<br />Rates per Room per Night<br />Inclusions:• Room accommodation• Taxes• Service charge<br />
  19. 19. What is the Packaging ?<br />-sometimes called the fifth P, is all the activities of designing and producing the container for a product.<br />
  20. 20. Factors Contributing to the Emphasis on Packaging<br />Self-service<br />Consumer affluence<br />Company/brand image<br />Innovation opportunity<br />
  21. 21. Packaging Objectives<br />Identify the brand<br />Convey descriptive and persuasive information<br />Facilitate product transportation and protection<br />Assist at-home storage<br />Aid product consumption<br />
  22. 22. Functions of Labels<br />Identifies<br />Grades<br />Describes<br />Promotes<br />
  23. 23. Warranties and Guarantees<br />- are formal statements of expected product performance by the manufacturer<br />

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