Product management


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Product management

  1. 1. Product Prepared By, Sagar Gadekar
  2. 2. What is a Product? Anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need.  Includes: physical objects, services, events, persons, places, organizations, ideas, or some combination thereof.
  3. 3. Meaning and Definition Of Product A Product can referred as a “Set of tangible offering made available to the consumer to satisfy his/ her needs.” According to George Fisk,“ Product is cluster of psychological satisfactions.” According to W. Alderson, “ A product is a bundle of utilities consisting of various features and accompanying services.” According Philp Kotler, “ A product is a bundle of physical services and symbolic particulars expected to the yield satisfactions or benefits to the buyer.”
  4. 4. Features of the Product Tangibility. Intangible attributes. Associated attributes. Exchange values. C onsum er Satisfaction.
  5. 5. Levels of a Product Basic Product Level. This core level of a product explains the reasons for which a given customer has made purchase. This layer mainly includes the generic ingredients of a product.Example- A customer buying a vehicle for transportation. A customer buying a mobile for communication. Formal Product Level. In addition to core product a customer expects many other things. One can satisfy this needs with physical attributes, brands name, packaging, color, style, aesthetic look and quality. This helps the seller to give a distinctive appeal differentiate between the formal from the core product.
  6. 6. Levels of a Product Augmented Product Level The intangible components of products of a product along with the formal and core components is called Augmented Products. The augmented part of product is nothing but the associated services like-• Home Delivery.• Installations.• After Sales Services.• Customer Education and Training.• Customer care.• Financing. Free check-ups and consultations. Warranty and Guarantees. Replacement policy etc.
  7. 7. Levels of a Product Potential Product Level (Future Product) The potential products consists of every relevant thing that one seller can offer to attract and retain customers. At this level of the product, all possible augmentation and transformation may be adopted to differentiate the offer on the basis of product features and services.
  8. 8. Levels of a Product
  9. 9. Classification of Products On the basis of user type, products are classified as Consumer Goods and Industrial Goods. Consumer Goods Convenience products Shopping products Specialty products Unsought products Other types of products  Organizations, persons, places, ideas
  10. 10.  Convenience Goods The consumer with little purchasing efforts frequently purchase convenience goods. They do not shop extensively for such a products. These products are brought as per the convenience of customer without much planning. The customer do have strong brand preference for such a convenience goods, which ultimately results in fasts and repeat purchase(s).(Generally Non Durable)Example-Newspapers, Cigarettes, Soft Drinks
  11. 11.  Shopping products The shopping goods are those on which customer which spends generally spends reasonable time on collecting the information by searching various sources, comparing the prices and quality with the other seller, bargain and then ultimately purchase. The shopping goods are far more expensive than convenience goods and are available at fewer outlets. For shopping goods along with price and quality, the customer also give importance to style, variety, range, color, patterns etc. (Durable in Nature)Example- Watches, Garments, Shoes etc.
  12. 12.  Specialty Products There are consumable products which can only be purchase from specialist retailers and which consumer select deliberately.Example- Medicines, alcoholic beverages, audio sound system, Jewellery, painting etc. Unsought Goods Unsought goods are unknown to potential customers. Many times, customer are not even aware of the existence of such products. The need for such product arises normally when customer see and hear about it. That is the reason why such unsought goods demand extensive advertising and personal selling.Example- Smoke detectors, insurance, glass coating films, encyclopedia. etc
  13. 13. Classification of Products Industrial Goods. Raw Material Components Parts Installation Accessory and Equipment Operating Supplies
  14. 14. Classification of Products Classification on the basis of Durability and Tangibility Durable Products Eg. TV, washing machines, Refrigerator. Non Durable products Eg. Cold Drinks, tooth paste Services Eg. Banking Services, Entertainment Services, Insurance, Mobile Services, Courier Services, tour travel Services, Advertising Services, Logistic Services, Airline Services etc.
  15. 15. What is a Service? A form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.  Examples: banking, hotel, airline, retail, tax preparation, home repairs.
  16. 16. Nature and Characteristics of a Service
  17. 17. Product Classification1. Based on the nature.2. Based on the Consumer intention.3. Based On Social Benefit. Based on the nature.• Goods• Services• Ideas• Experiences• Events• Persons• Places• Properties• Organization
  18. 18.  Based on the Consumer intentions2. Consumer Product.• Convenience products• Shopping Products• Specialty Products.• Unsought Products.7. Industrial Product.• Raw Material.• Capital Equipment.• Accessory Equipment.• Component Parts.• Process Material Supplies.• Industrial Services.
  19. 19.  Based on the Social Benefits.• Pleasing Products• Deficient Products• Salutary Products• Desirable Products
  20. 20. Product Mix Decisions  Product Mix: All of the product lines and items that a particular seller offers for sale.  Width: The number of different product lines the company carries.  Depth: The number of versions offered of each product in the line.  Consistency: How closely related the various lines are.
  21. 21. Product Line Appraisal A growing firm which always intends to succeeds, do product line appraisal(s) regularly with reference to, New product launching. Product Differentiation. Product withdrawal or removal. Customer preference. Level of competition. Pricing Strategies. Quality improvement. Market Coverage. Sales Volume. Market share.
  22. 22. Product Line Appraisal Stretching UpExample:-Launch of Bajaj Eliminator, Introduction of Swift and SX4 is stretching up strategy. Stretching Down Examples:- Bajaj Boxer, Tata Nano.• The strategy is manly using for reasons like Covering Untapped lower end market. Increase the competition in existing segments. Economic Slowdown. Emphasis on affordability aspects of products. Line fillingExamples:-Launce of Maruti Aulto in Between two existing brands like Maruti 800 and Maruti Zen
  23. 23.  Line TrimmingThe strategy is manly using for reasons like• Better offering from nearest competitors.• Incapable of adapting to current technological up gradation.• Changing needs, likes-dislikes, tastes, habits, and performances of target segments.• Scarcity of inputs raw materials.• Improper support of channel members.Examples:-Bajaj Sunny. Nokia 3310 etc.
  24. 24. The Product-Service Continuum CollegeSugar Restaurant EducationPure Tangible Good Pure Service