1. CHAPTER 12: SETTING PRODUCT STRATEGY
Product Characteristics and Classifications
Product Differentiation
Packaging And Labeling

2. PRODUCT CHARACTERISTIC AND CLASSIFICATION

3. CORE BENEFIT
P
R
O BASIC PRODUCT
D
U
C
T EXPECTED PRODUCT
L
E
V AUGMENTED PRODUCT
E
L
S
POTENTIAL PRODUCT
PRODUCT CHARACTERISTICS AND CLASSIFICATIONS

4. CORE BENEFIT
P
R
O BASIC PRODUCT
D
U
C
T EXPECTED PRODUCT
L
E
V AUGMENTED PRODUCT
E
L
S
POTENTIAL PRODUCT
PRODUCT CHARACTERISTICS AND CLASSIFICATIONS

5. CORE BENEFIT
P
R
O BASIC PRODUCT
D
U
C
T EXPECTED PRODUCT
L
E
V AUGMENTED PRODUCT
E
L
S
POTENTIAL PRODUCT
PRODUCT CHARACTERISTICS AND CLASSIFICATIONS

6. CORE BENEFIT
P
R
O BASIC PRODUCT
D
U
C
T EXPECTED PRODUCT
L
E
V AUGMENTED PRODUCT
E
L
S
POTENTIAL PRODUCT
PRODUCT CHARACTERISTICS AND CLASSIFICATIONS

7. CORE BENEFIT
P
R
O BASIC PRODUCT
D
U
C
T EXPECTED PRODUCT
L
E
V AUGMENTED PRODUCT
E
L
S
POTENTIAL PRODUCT
PRODUCT CHARACTERISTICS AND CLASSIFICATIONS

8. CORE BENEFIT
P
R
O BASIC PRODUCT
D
U
C
T EXPECTED PRODUCT
L
E
V AUGMENTED PRODUCT
E
L
S
POTENTIAL PRODUCT
PRODUCT CHARACTERISTICS AND CLASSIFICATIONS

9. PRODUCT DIFFERENTIATION

10. FORM DURABILITY
FEATURES RELIABILITY
CUSTOMIZATION REPAIRABLITY
PERFORMANCE QUALITY STYLE
CONFORMANCE QUALITY
PRODUCT DIFFERENTIATION

11. FORM DURABILITY
FEATURES RELIABILITY
CUSTOMIZATION REPAIRABLITY
PERFORMANCE QUALITY STYLE
CONFORMANCE QUALITY
PRODUCT DIFFERENTIATION

12. FORM DURABILITY
FEATURES RELIABILITY
2010!!
CUSTOMIZATION REPAIRABLITY
PERFORMANCE QUALITY STYLE
CONFORMANCE QUALITY
PRODUCT DIFFERENTIATION

13. FORM DURABILITY
FEATURES RELIABILITY
2010!!
CUSTOMIZATION REPAIRABLITY
PERFORMANCE QUALITY STYLE
CONFORMANCE QUALITY
PRODUCT DIFFERENTIATION

14. FORM DURABILITY
FEATURES RELIABILITY
2010!!
CUSTOMIZATION REPAIRABLITY
PERFORMANCE QUALITY STYLE
CONFORMANCE QUALITY
PRODUCT DIFFERENTIATION

15. FORM DURABILITY
FEATURES RELIABILITY
2010!!
CUSTOMIZATION REPAIRABLITY
PERFORMANCE QUALITY STYLE
CONFORMANCE QUALITY
PRODUCT DIFFERENTIATION

16. FORM DURABILITY
FEATURES RELIABILITY
2010!!
CUSTOMIZATION REPAIRABLITY
PERFORMANCE QUALITY STYLE
CONFORMANCE QUALITY
PRODUCT DIFFERENTIATION

17. FORM DURABILITY
FEATURES
2010!! X
RELIABILITY
CUSTOMIZATION REPAIRABLITY
PERFORMANCE QUALITY STYLE
CONFORMANCE QUALITY
PRODUCT DIFFERENTIATION

18. FORM DURABILITY
FEATURES
2010!! X
RELIABILITY
CUSTOMIZATION REPAIRABLITY
PERFORMANCE QUALITY STYLE
CONFORMANCE QUALITY
PRODUCT DIFFERENTIATION

19. FORM DURABILITY
FEATURES
2010!! X
RELIABILITY
CUSTOMIZATION REPAIRABLITY
PERFORMANCE QUALITY STYLE
CONFORMANCE QUALITY
PRODUCT DIFFERENTIATION

20. PACKAGING AND LABELING

21. SELF SERVICE
CONSUMER AFLUENCE
COMPANY AND BRAND IMAGE
INNOVATION OPPORTUNITY
PACKAGING, LABELING, WARRANTIES AND GUARANTEES

22. SELF SERVICE
CONSUMER AFLUENCE
COMPANY AND BRAND IMAGE
INNOVATION OPPORTUNITY
PACKAGING AND LABELING

23. SELF SERVICE
CONSUMER AFLUENCE
FAIL
COMPANY AND BRAND IMAGE
INNOVATION OPPORTUNITY
PACKAGING, LABELING, WARRANTIES AND GUARANTEES

24. SELF SERVICE
CONSUMER AFLUENCE
FAIL
COMPANY AND BRAND IMAGE
INNOVATION OPPORTUNITY
PACKAGING, LABELING, WARRANTIES AND GUARANTEES

25. SELF SERVICE
CONSUMER AFLUENCE
FAIL
COMPANY AND BRAND IMAGE
INNOVATION OPPORTUNITY
PACKAGING, LABELING, WARRANTIES AND GUARANTEES