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Product decisions

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Product decisions

  1. 1. Basic Concept  A product can be defined as a collection of physical, service and symbolic attributes which yield satisfaction or benefits to a user or buyer.  A product is a combination of physical attributes say, size and shape; and subjective attributes say image or "quality". A customer purchases on both dimensions.  The product involve several decisions for its formations as well as distribution to end consumer
  2. 2. Type Of Decisions  Product Design Decisions.  Production decisions.  When and Where to Launch decisions.  Product Mix And Product Line
  3. 3. Product Design Decision  Initial design  More unique design less competitors‘ hence more profitability  Uniqueness based on the technology.  Change in existing design  From Standardization to Adaptation  For Improving the current prospects of sales  Design decisions also culturally bound
  4. 4. Production Decisions  The key question is, can we ensure continuity of production and supply?  Decision may involve 1. Product manufacturing process 2. Batch flow line 3. Technology to use. 4. Product Quality
  5. 5. (Where to Launch) 1. Local products - seen as only suitable in one single market. 2. International products - seen as having extension potential into other markets. 3. Multinational products - products adapted to the perceived unique characteristics of national markets. 4. Global products - products designed to meet global segments.
  6. 6. Product Items, Lines, and Mixes A specific version of a product Product Item that can be designated as a distinct offering among an organization’s products. A group of closely-related Product Line product items. Categories of product All products that an Product Mix organization sells. 7
  7. 7. Product Mix Decisions Width – how many product lines a company has Depth – how many products are there in a single product line Consistency – how closely related the product lines are in end use 8
  8. 8. Gillette’s Product Lines & Mix Width of the product mix Depth of the product lines Blades and Writing razors Toiletries instruments Lighters Fusion – 5 blade Mach 3 Turbo Mach 3 Series Paper Mate Cricket Sensor Adorn Flair S.T. Dupont Trac II Toni S.T. Dupont Atra Right Guard Swivel Silkience Double-Edge Soft and Dri Lady Gillette Foamy Super Speed Dry Look Twin Injector Dry Idea Techmatic Brush Plus 9

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