C H P T R11revised

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marketing ppt chapter11

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C H P T R11revised

  1. 1. PRODUCT & PRODUCT LINES
  2. 2. PRODUCT PLANNING <ul><li>Is the systematic decision-making related to all aspects of the development and management of a firm’s products including branding & packaging </li></ul>
  3. 3. PRODUCT PERSONALITY <ul><li>CORE FEATURES </li></ul><ul><ul><ul><li>Basic component of a product. </li></ul></ul></ul><ul><li>ASSOCIATED FEATURES </li></ul><ul><ul><ul><li>Shape, capacity, power steering, color </li></ul></ul></ul><ul><ul><ul><li>Brand name </li></ul></ul></ul>
  4. 4. <ul><li>Packaging </li></ul><ul><li>branding </li></ul>
  5. 5. NATURE OF PRODUCT <ul><li>Theodore Levitt </li></ul><ul><li>1980 </li></ul><ul><li>The concept </li></ul>
  6. 6. Generic product Expected product Augmented product Potential product
  7. 7. <ul><li>Generic product </li></ul><ul><ul><ul><li>Unbranded,plainly packaged, less expensive </li></ul></ul></ul><ul><li>Expected product </li></ul><ul><ul><ul><li>Customer required attributes & conditions </li></ul></ul></ul><ul><li>Augmented product </li></ul><ul><ul><ul><li>Differenciation+adding values </li></ul></ul></ul><ul><li>Potential product </li></ul><ul><ul><ul><li>All improvements that are possible under given technological, economic and competitive conditions. </li></ul></ul></ul>
  8. 8. PRODUCT CLASSIFICATION <ul><li>DURABILITY AND TANGIBILITY </li></ul><ul><ul><ul><li>Non durables </li></ul></ul></ul><ul><ul><ul><li>Durables </li></ul></ul></ul><ul><ul><ul><li>services </li></ul></ul></ul>
  9. 9. USAGE <ul><li>Consumer products </li></ul><ul><ul><ul><li>Convinience </li></ul></ul></ul><ul><ul><ul><li>Shopping </li></ul></ul></ul><ul><ul><ul><li>Speciality </li></ul></ul></ul><ul><ul><ul><li>unsought </li></ul></ul></ul><ul><li>Industrial products </li></ul><ul><ul><ul><li>Raw material </li></ul></ul></ul><ul><ul><ul><li>Components </li></ul></ul></ul><ul><ul><ul><li>Capital equipments </li></ul></ul></ul><ul><ul><ul><li>Consumable supplies </li></ul></ul></ul><ul><ul><ul><li>Business services </li></ul></ul></ul>
  10. 10. PRODUCT POLICY
  11. 11. Color cosmetics Hair care Skin care Oral care deodorants Soaps and detergents Toilet soaps beverages food
  12. 12. <ul><li>PRODUCT MIX </li></ul><ul><ul><ul><li>Set of all the products that an organization offers to customers </li></ul></ul></ul><ul><ul><ul><li>WIDTH- total no of product lines </li></ul></ul></ul><ul><ul><ul><li>LENGTH- total number of items in a mix </li></ul></ul></ul><ul><ul><ul><li>DEPTH- variations, sizes, colors </li></ul></ul></ul><ul><ul><ul><li>CONSISTENCY- closeness exhibited by product lines </li></ul></ul></ul>
  13. 13. PRODUCT MIX STATEGIES
  14. 14. <ul><li>Expansion of product mix </li></ul><ul><li>Contraction of product mix </li></ul><ul><li>Altering existing products </li></ul><ul><li>Positioning the product </li></ul><ul><li>Trading up </li></ul><ul><li>Trading down </li></ul>
  15. 15. <ul><li>Line stretching </li></ul><ul><ul><ul><li>Beyond current range of products </li></ul></ul></ul><ul><li>Line filling </li></ul><ul><ul><ul><li>Adding more products to existing range of product lines </li></ul></ul></ul><ul><ul><ul><li>Line pruning </li></ul></ul></ul>
  16. 16. PRODUCT LIFE CYCLE
  17. 17. <ul><li>Introduction </li></ul><ul><li>Growth </li></ul><ul><li>Maturity </li></ul><ul><li>Saturation </li></ul><ul><li>decline </li></ul>
  18. 18. Introduction <ul><li>Rapid skimming-HP, HPrms </li></ul><ul><li>Slow skimming-HP, Low proms </li></ul><ul><li>Rapid penetration-LP,H promos </li></ul><ul><li>Slow penetration – LP,LPromos </li></ul>RS55000 3.39 LAKHS
  19. 19. Growth <ul><li>Aggressive pricing </li></ul><ul><li>Product benefits-niche </li></ul><ul><li>Improve quality </li></ul><ul><li>Introduce distribution channels </li></ul><ul><li>Enter new markets </li></ul>
  20. 20. Maturity <ul><li>Abandon weaker products & concentrate on profitable pdts. </li></ul><ul><li>Increase sales promos </li></ul><ul><li>Packaging </li></ul><ul><li>R&D </li></ul>
  21. 21. <ul><li>decline </li></ul><ul><li>Strengthen competitive position </li></ul><ul><li>Drop unprofitable customer group </li></ul><ul><li>Divest the business. </li></ul><ul><li>Harvest the firm’s investment. </li></ul>
  22. 22. Thank YoU

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