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Products and service decisions marketing

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Marketing 101

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Products and service decisions marketing

  1. 1. Products and Service Decisions Now that we’ve answered the “What is a product?” question, we dig into the specific decisions that companies must make when designing and marketing products and services.
  2. 2. 2 3 Levels of Decisions Individual Product Decisions Product Line Decisions Product Mix Decisions
  3. 3. INDIVIDUAL PRODUCT DECISIONS Product Attributes Branding Packaging Labeling Product Support Services
  4. 4. 1. Product and Service Attributes 4
  5. 5. Product quality • The characteristics of a product or service that bear on its ability to satisfy stated or implied customer needs. 5 Total Quality Management • Is an approach in which all of the company’s people are involved in constantly improving the quality of products, services, and business processes.
  6. 6. Product Features • Features are a competitive tool for differentiating the company’s product from competitors’ products. 6 Product Style and Design • Style simply describes the appearance of a product. • Design is more than skin deep—it goes to the very heart of a product; it contributes to a product’s usefulness as well as to its looks.
  7. 7. 2. Branding 7
  8. 8. Brand • A name, term, sign, symbol, design, or a combination of these, that identifies the products or services of one seller or group of sellers and differentiates them from those of competitors. 8
  9. 9. 3. Packaging 9
  10. 10. Packaging • The activities of designing and producing the container or wrapper for a product 10
  11. 11. 4. Labeling 11
  12. 12. Label • It identifies the product or brand. The label also describe several things about the product—who made it, where it was made, when it was made, its contents, how it is to be used, and how to use it safely. 12
  13. 13. 5. Product Support Services 13
  14. 14. Product Line Decisions Product line • A group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges. 14
  15. 15. A company can expand its product line in two ways: by line filling or line stretching. • Product line filling- involves adding more items within the present range of the line. • Product line stretching - occurs when a company lengthens its product line beyond its current range. 15
  16. 16. Unilever products
  17. 17. Product Mix Decisions Product mix (or product portfolio) • The set of all product lines and items that a particular seller offers for sale. 17
  18. 18. A company’s product mix has four important dimensions: width, length, depth, and consistency. • Product mix width- refers to the number of different product lines the company carries. • Product mix length-refers to the total number of items a company carries within its product lines. • Product mix depth- refers to the number of versions offered for each product in the line. • Consistency of the product mix- refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way. 18
  19. 19. Soap Shampoo Cream Toothpaste PERSONAL CARE FOOD & DRINKS TeaIce cream Lux Dove Lifebuoy Clear Dove Lifebuoy Close up Pepsodent Cornetto Magnum Lipton Supreme Ponds Dove Fair & Lovely Product Mix Depth Product Line - 1 Product Mix Width Product Line - 2 Product Line Length Product Line Length Product Mix Length Consistency
  20. 20. Slide by: Patricia De Vera 20

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