Successfully reported this slideshow.

Product Development and Pricing Structures Lecture

510 views

Published on

This lecture focuses on two of the 4 Ps of the marketing mix: product and price.

Published in: Business
  • Be the first to like this

Product Development and Pricing Structures Lecture

  1. 1. Product Development & Pricing Chapter 13
  2. 2. Pop quiz
  3. 3. M’m, m’m good.
  4. 4. that was easy
  5. 5. the every pain reliever
  6. 6. the computer is personal again
  7. 7. it’s the real thing
  8. 8. Answers
  9. 9. M’m, m’m good.
  10. 10. that was easy
  11. 11. the every pain reliever
  12. 12. the computer is personal again
  13. 13. it’s the real thing
  14. 14. Product Development & Pricing Strategies• Developing goods & services• Branding• New product development and the marketing mix• Pricing goods and services
  15. 15. DevelopingGoods & Services
  16. 16. Coca Cola Commercial • http://www.youtube.com/watch?v=EnUKurl7Fo
  17. 17. Diet Coke Commercial • http://www.youtube.com/watch?v=rsyrbEyVAyU
  18. 18. Coke ZeroCommercial • http://www.youtube.com/watch?v=j7LMZJ_Fb1g
  19. 19. • core product• + actual product• + augmented product• total product offering
  20. 20. Product Differentiation
  21. 21. product line vs.product mix
  22. 22. Product mix:• Combination of all product lines offered for sale by a company
  23. 23. Product line:• A group of similar products marketed to one general market
  24. 24. Product Mix &Product Lines
  25. 25. Branding
  26. 26. What is brand loyalty?
  27. 27. 1. Give your fans a name
  28. 28. (tattoo it on your body)
  29. 29. (tattoo it on your body)
  30. 30. 2. Develop shared symbols
  31. 31. 3. Make your customers feel like rockstars
  32. 32. 4. Leverage social media
  33. 33. What is brand equity?
  34. 34. Brand equity:• the overall value of a brand’s strength in the market
  35. 35. What are the world’smost valuable brands? 2011
  36. 36. $96 billion
  37. 37. $76 billion
  38. 38. $71 billion
  39. 39. $66 billion
  40. 40. $63 billion
  41. 41. $62 billion
  42. 42. $61 billion
  43. 43. $61 billion
  44. 44. $60 billion
  45. 45. $59 billion
  46. 46. 6Branding Strategies
  47. 47. Generic Brandsa product that has no brand at all
  48. 48. Manufacturer’s Brand a brand created by producers
  49. 49. Private Branda brand created by a distributor or middleman
  50. 50. Family Brandmany products under the same brand name
  51. 51. Individual Branda brand assigned to each product w/in product mix
  52. 52. Co-Branduse of multiple brands with a single product
  53. 53. Brand Licensing
  54. 54. A good brand name is:
  55. 55. the importance ofbrand packaging
  56. 56. the importance of labeling
  57. 57. New Product Development &the Marketing Mix
  58. 58. Pricing
  59. 59. Pricing Strategies• cost-based pricing• demand-based pricing• competition-based pricing• alternative pricing strategies • pricing skimming • penetration pricing
  60. 60. Adjusting Prices• quantity discounts• cash discounts• seasonal discounts• rebates• bundling• dynamic pricing• everyday low pricing (EDLP)
  61. 61. Group Project Time(Make good use of it!)

×