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Product Mix - decisions and strategies


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It's an informative presentation especially in Marketing/ Advertising sectors. Containing several guidelines and pictures as examples.

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Published in: Marketing
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Product Mix - decisions and strategies

  1. 1. Amparo, Mary Rose C. Wales, Cherelou A. BSBM-HRDM4A
  2. 2.  Brand Associates  Brand men  Product Managers/ Directors - classify products on three (3) levels: 1. Core Product 2. Tangible Product 3. Augmented Product
  3. 3. - answers the question: What is the buyer really buying? - stands at the center stage of the Total Product. - have many characteristics like features, styling, brand name, packaging, and quality level. - offering additional services and benefits by looking at the buyer’s total consumption system.
  4. 4. PRODUCT S WHAT YOU’RE SELLING Memorial Plans Pre-Need/ Insurance Encyclopedias Cellular Phones Cable TV Make-up Cosmetics Services Protection & Security Knowledge Ease & Speed of Communication Entertainment Relaxation Hope Miracles
  5. 5. 1. Drugs and Medicines Format a. Capsules b. Tablets c. Liquid 2. Juice Formats a. Natural and fresh juices b. Ready-to-Drink c. Powder 3. Milk Product Formats a. Liquid b. Powdered c. Condensed 4. Food in Several Formats a. Fresh and Raw b. Smoked c. Preserved
  8. 8. - is a name, term, sign, symbol design or combination of these, intended to identify the goods or services of a seller to differentiate them from those of competitors. - is a part of brand that can be vocalized.
  9. 9. - part of a brand which can be recognized but is not utterable such as its symbol, design, or distinctive coloring, or lettering.
  10. 10. - is a brand or part of a brand that is given legal protection. - is the exclusive legal right to reproduce, publish, and sell the matter and form of a literary musical or artistic work.
  11. 11. - adds value to the product, creating the perception of high quality and being expensive.
  12. 12. With the enactment of the Generics Law in September 1988 and the issuance of Labelling Guidelines by DOH, drug products are labeled by indicating the internationally accepted generic name first, then followed by the brand name. The generic name in accordance to the generic labelling guideline is enclosed in a box.
  13. 13. - product could get instant recognition and patronage, because of the popularity of the original brand name.
  14. 14. - is any effort to use a successful brand name to launch new or modified products.
  15. 15. PARACETAMOL BIOGESIC Syrup Powder Tablets Children Teens Adults Drops Infants
  16. 16. SIMILARITIES: 1. Generically-equivalent 2. Same CGMP 3. Same Raw Material (RM) 4. Same Formula 5. Same Formula 6. Same QC Procedure MULTIBRANDIN G STRATEGY FOR PARACETAMOL DIFFERENCES: 1. Different Brand Names 2. Different Packaging 3. Different Color and Size 4. Different Pricing 5. Different Positioning Strategy 6. Different Target Market
  17. 17. 1. It should closely suggest something about the product’s benefits and qualities. 2. It should be easy to pronounce, recognize, and remember. 3. It should be distinctive to readily arrest attention.
  18. 18. - is a highly important and valuable marketing tool for durable and non-durable goods.
  19. 19. 1. Primary Package – the product’s immediate container.
  20. 20. 2. Secondary Package – the packaging material that protects the primary package.
  21. 21. 3. Shipping package - used primarily to store, identify, and ship the product to target markets.
  22. 22. 4. Labeling - part of product packaging and consists of printed information appearing on or within the package in accordance to the labeling guidelines.
  23. 23. - a major packaging concern by coming out with products that are tamper-proof or in tamper-resistant packages, practically for all types of products formats intended for infants, children, and the adults market.
  24. 24. 1. Customers will patronize even with out idea of the quality of the product.
  25. 25. 2. Gives convenience and ease of handling to the customers.
  26. 26. 3. Product will lead to repeat purchase of the customers.
  27. 27. 4. Customers will respond at short notice.
  28. 28. - products have creative desirable colors, design and text. Trigger immediate purchase decisions at the point-of-sale.
  29. 29. - according to Kotler, Product line is a group of products that are closely related to each other.
  30. 30. - is the set of all product lines and items that are particular seller offers for sale to buyers.
  31. 31. - period of very low sales performance during the first few months to one year or more after being formally introduced into the market. Investment- spending strategy - creatively promoting and distributing the new product to target customers.
  32. 32. - increasing sales and profits performance because the new product has entered the growth stage. 1. Product improvement/ modifications. 2. Entering new market segment. 3. Lowering prices to precious levels. 4. Promotions efforts. 5. Product positioning or re-positioning competitors products. 6. Increased logistics supports.
  33. 33. - slowing down of the products sales volume, reaching a plateau or remaining at constant volumes. - continues drops in sales volume of most if not all product formats and brands, at a low level for many years. Factors why sales decline: 1. Rapid technological advances. 2. Adherence to safety and efficacy. 3. Price consciousness due to inflation.