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Module- 03 Product and Pricing Decisions Concept of Product
What is a product? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Difference between goods and services ,[object Object],[object Object]
Classes of Consumer Products Impulse Products Convenience Shopping Specialty Goods Services 14-1 POP $ $ ATM
[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object]
[object Object]
New Product Development ,[object Object],[object Object],[object Object]
Success rate of new products ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],New Product Development Strategy
Causes of New Product Failures ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Major Stages in  New-Product Development
Product Development Stages ,[object Object],[object Object],[object Object],[object Object],[object Object]
Step 1.  Idea Generation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Step 2.  Idea Screening ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
s tep 3.  Concept Development & Testing 1.  Develop Product Ideas into  Alternative Product Concepts 2.  Concept Testing - Test the Product Concepts with Groups of Target Customers 3.  Choose the Best One
Step 4.  Marketing Strategy Development Part Two - Short-Term: Product’s Planned Price Distribution Marketing Budget Part Three - Long-Term: Sales & Profit Goals Marketing Mix Strategy Marketing Strategy Statement Formulation Part One - Overall: Target Market Planned Product Positioning Sales & Profit Goals Market Share
s tep 5.  Business Analysis Step 6. Product Development Business Analysis Review of Product Sales, Costs,  and Profits Projections to See if  They Meet Company Objectives If Yes, Move to  Product Development  If No, Eliminate  Product Concept
Step 7.  Test Marketing Standard Test Market Full marketing campaign in a small number of  representative cities . Simulated Test Market Test in a simulated  shopping environment to a sample of  consumers. Controlled  Test Market A few stores that have  agreed to carry new products for a fee .
Business analysis ,[object Object],[object Object],[object Object],[object Object]
Market testing ,[object Object],[object Object],[object Object],[object Object]
Commercialization ,[object Object],[object Object],[object Object],[object Object]
Product Levels ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Customer Delight ,[object Object]
Product Hierarchy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Product classification ,[object Object],[object Object],[object Object]
Consumer goods classification ,[object Object],[object Object],[object Object],[object Object]
Industrial goods classification ,[object Object],[object Object],[object Object],[object Object],[object Object]
Product Mix ,[object Object],[object Object],[object Object],[object Object],[object Object]
Product Line decisions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand ,[object Object],[object Object]
Brand Equity ,[object Object],[object Object],[object Object]
Levels of meaning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Power ,[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Equity – Competitive Advantages ,[object Object],[object Object],[object Object],[object Object],[object Object]
Managing Brand Equity ,[object Object],[object Object]
Advantages of branding ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand parity ,[object Object]
Umbrella Brand ,[object Object],[object Object],[object Object]
Naming the Brand ,[object Object],[object Object],[object Object],[object Object],[object Object]
Brand strategy ,[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Repositioning ,[object Object]
Packaging ,[object Object],[object Object],[object Object],[object Object],[object Object]
Packaging as a marketing tool ,[object Object],[object Object],[object Object],[object Object]
Designing packaging ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Labels ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Labels as a marketing tool ,[object Object]

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Product

  • 1. Module- 03 Product and Pricing Decisions Concept of Product
  • 2.
  • 3.
  • 4. Classes of Consumer Products Impulse Products Convenience Shopping Specialty Goods Services 14-1 POP $ $ ATM
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14. Major Stages in New-Product Development
  • 15.
  • 16.
  • 17.
  • 18. s tep 3. Concept Development & Testing 1. Develop Product Ideas into Alternative Product Concepts 2. Concept Testing - Test the Product Concepts with Groups of Target Customers 3. Choose the Best One
  • 19. Step 4. Marketing Strategy Development Part Two - Short-Term: Product’s Planned Price Distribution Marketing Budget Part Three - Long-Term: Sales & Profit Goals Marketing Mix Strategy Marketing Strategy Statement Formulation Part One - Overall: Target Market Planned Product Positioning Sales & Profit Goals Market Share
  • 20. s tep 5. Business Analysis Step 6. Product Development Business Analysis Review of Product Sales, Costs, and Profits Projections to See if They Meet Company Objectives If Yes, Move to Product Development If No, Eliminate Product Concept
  • 21. Step 7. Test Marketing Standard Test Market Full marketing campaign in a small number of representative cities . Simulated Test Market Test in a simulated shopping environment to a sample of consumers. Controlled Test Market A few stores that have agreed to carry new products for a fee .
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
  • 30.
  • 31.
  • 32.
  • 33.
  • 34.
  • 35.
  • 36.
  • 37.
  • 38.
  • 39.
  • 40.
  • 41.
  • 42.
  • 43.
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  • 45.
  • 46.
  • 47.
  • 48.
  • 49.