Setting Product Strategy Marketing Management


Published on

How to set the product strategy and managing the marketing activities?

Published in: Business
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Setting Product Strategy Marketing Management

  1. 1. Marketing Management Setting product strategy
  2. 2. THE MEANING OF “PRODUCT ” <ul><li>A product may be a good, service, place, person, or idea. </li></ul><ul><li>A product is a set of tangible and intangible attributes, which include packaging, color, price, quality, and brand, plus the services and reputation of the seller. </li></ul>
  3. 3. Components of the Market Offering Attractiveness of the market offering Value-based prices Services mix and quality Product features and quality
  4. 4. Five Product Levels <ul><li>Product Levels: The Customer Value Hierarchy </li></ul><ul><li>Core benefit : It is the fundamental level. It is the service or benefit the customer is really buying. </li></ul><ul><li>Basic product : the marketer has to turn the core benefit into a basic product. </li></ul><ul><li>Expected product : a set of attributes and conditions buyers normally expect when they purchase this product. </li></ul><ul><li>Augmented product : That exceeds the customers expectations. </li></ul><ul><li>Potential product :: It encompasses all the possible augmentations and transformations the product or offering might undergo in the future. Here is where companies are searching for new ways to satisfy customers and distinguish their offer. </li></ul>
  5. 5. Augmented Product <ul><li>In developing countries brand positioning and competition takes place at this level. Differentiation arises on the basis of product augmentation also leads the marketer to look at the users total consumption system (the way the user perform the tasks of getting and using products and related services) </li></ul><ul><li>Product Augmentation Strategy: </li></ul><ul><li>Each augmentation adds cost </li></ul><ul><li>Augmented benefits soon become expected benefits and necessary point-of-parity, this means that competitors will have to search for other features and benefits. </li></ul><ul><li>As companies raise the price of their augmented product some competitors offer a “stripped-down” version at a much lower price. </li></ul>
  6. 6. Five Product Levels Core benefit Potential product Augmented product Expected product Basic product
  7. 7. Product Classification Schemes <ul><li>Durability </li></ul><ul><li>Tangibility </li></ul><ul><li>Use (consumer or industrial) </li></ul>
  8. 8. Durability and Tangibility <ul><li>Nondurable goods : are tangible goods consumed in one or few uses like coke and soap, because these goods are consumed quickly and purchased frequently, the best strategy is to make them available in many locations, charge only a small mark-up and advertise heavily to induce trail and build preference. </li></ul><ul><li>Durable goods : they are tangible goods that normally survive many uses: refrigerator, machine tools and clothing. Durable goods normally require more personal selling and service, command a high margin and require more seller guarantees. </li></ul><ul><li>Services : they are intangible, inseparable, variable and perishable products. As a result they normally require more quality control, supplier credibility and adaptability, like haircuts, legal advice and appliance repairs. </li></ul>
  9. 9. Consumer Goods Classification <ul><li>The vast array of goods consumers buy can be classified on the basis of shopping habits. </li></ul><ul><li>Convenience goods : consumer usually purchases frequently, immediately and with a minimum of effort like tobacco products, soap and newspapers. it can be further divided into staple (goods consumer purchases on a regular basis) Impulse goods (are purchased without any planning and search effort) Emergency goods (are purchased when the need is urgent) </li></ul><ul><li>Shopping goods : are goods that the consumer in the process of selection and purchase characteristically compares on such bases as suitability, quality, price and style. Further divided into Homogenous shopping goods (are similar in quality but different enough in price to justify shopping comparisons) Heterogeneous shopping goods (differ in product features and services that may be more important then price. The seller of heterogeneous shopping goods carries a wide assortment to satisfy individual tastes and must have well trained salespeople to inform and advise customers) </li></ul><ul><li>Specialty: has unique characteristics or brand identification for which a sufficient number of buyers are willing to make a special purchasing effort. Specialty goods do not involve making comparisons; buyer invest time only to reach dealers carrying the wanted product. </li></ul><ul><li>Unsought goods : are those the consumer does not know about or normally think of buying. Unsought goods require advertising and personal selling support. </li></ul>
  10. 10. Consumer-Goods Classification <ul><li>Buy less frequently </li></ul><ul><li>Gather product information </li></ul><ul><li>Fewer purchase locations </li></ul><ul><li>Compare for: </li></ul><ul><ul><li>Suitability & Quality </li></ul></ul><ul><ul><li>Price & Style </li></ul></ul><ul><li>Special purchase efforts </li></ul><ul><li>Unique characteristics </li></ul><ul><li>Brand identification </li></ul><ul><li>Few purchase locations </li></ul><ul><li>New innovations </li></ul><ul><li>Products consumers don’t want to think about. </li></ul><ul><li>Require much advertising & </li></ul><ul><li>personal selling </li></ul><ul><li>Buy frequently & immediately </li></ul><ul><li>Low priced </li></ul><ul><li>Many purchase locations </li></ul><ul><li>Includes: </li></ul><ul><ul><li>Staple goods </li></ul></ul><ul><ul><li>Impulse goods </li></ul></ul><ul><ul><li>Emergency goods </li></ul></ul>Specialty Products Unsought Products Shopping Products Convenience Products
  11. 11. Industrial Goods Classification <ul><li>Materials and parts: are goods that enter the manufacturer’s product completely. They fall into two parts raw materials and manufactured materials and parts. Raw material can be of farm products and natural products. </li></ul><ul><li>Capital items: installations and equipments. </li></ul><ul><li>Supplies/business services: operating suppliers, maintenance and repair items, maintenance and repair services and business advisory services. </li></ul>
  12. 12. Product Differentiation <ul><li>Product form: the size, shape or physical structure of a product. </li></ul><ul><li>Features: they supplement its basic functions </li></ul><ul><li>Performance Quality: is the level at which the products primary characteristics operate. most products are established at one of our performance levels: low, average, high or superior. </li></ul><ul><li>Conformance Quality: buyers expect that the product to have a high conformance quality which is the degree to which all the produced units are identical and meet the promised specifications. </li></ul><ul><li>Durability: a measure of the product’s expected operating life under natural or stressful conditions, is a valued attribute to some products. </li></ul><ul><li>Reliability: It is the measure of the probability that a product will not malfunction or fail within a specific time period. </li></ul><ul><li>Reparability: it is the measure of the ease of fixing a product when it malfunction or fails. </li></ul><ul><li>Style: Describes the product’s look and feel to the buyer. </li></ul><ul><li>Design: it is the totality of features that affect how a product looks and functions in terms of consumer requirements. </li></ul>
  13. 13. Services Differentiation <ul><li>Ordering ease: refers to how easy it is fot the customers to place an order with the company. </li></ul><ul><li>Delivery: refers to how well the product or service is delivered to the customer. </li></ul><ul><li>Installation: refers to the work done to make a product operational in its planned location. </li></ul><ul><li>Customer training: refers to training the customer’s employees to use the vendor’s equipment properly and efficiently. </li></ul><ul><li>Customer consulting: refers to data, information systems and advice services that the seller offers to buyers. </li></ul><ul><li>Maintenance and repair: describes the service program for helping customers keep purchased products in good working order. </li></ul>
  14. 14. The Product Hierarchy <ul><li>Need family: the core need that underlies the existence of a product family. example: security </li></ul><ul><li>Product family: all the product classes that can satisfy a core need with reasonable effectiveness. Example: savings and income </li></ul><ul><li>Product class: a group of products within the product family recognized as having a certain functional coherence. Also known as product category. Example: financial instruments </li></ul><ul><li>Product line: a group of products that are closely related because they perform a similar function are sold to the same customer groups, are marketed through the same outlets or channels or fall within given price ranges </li></ul><ul><li>Product type: a group of items within a product line that share one of the several possible forms of the product. </li></ul><ul><li>Item: a distinct unit within a brand or product line distinguishable by size, price, appearance or some other attribute </li></ul>
  15. 15. Product Systems and Mixes <ul><li>Product system : it is group of diverse but related items that function in a compatible manner. </li></ul><ul><li>Product mix : also called product assortment is a set of all products and items a particular seller offers for sale product mix consist of various product lines. A company’s product mix has a certain width, length, depth and consistency. </li></ul><ul><li>Width : the width of the product mix refers to how many different product lines the company carries. </li></ul><ul><li>Length : the length of the product mix refers to the total number of items in the mix. </li></ul><ul><li>Depth: the depth of a product mix refers to how many variants are offered to each product in the line. </li></ul><ul><li>Consistency : the consistency of the product mix refers to how closely related the various product line are in the end use, production requirements, distribution channels or some other way. </li></ul>
  16. 16. <ul><li>The product mix is the set of all products offered for sale by a company. </li></ul><ul><li>A product line is a broad group of products, intended for similar uses and having similar characteristics. </li></ul><ul><li>A product mix has following dimensions: </li></ul><ul><ul><li>Width - number of different product lines </li></ul></ul><ul><ul><li>Length - total number of items within the lines </li></ul></ul><ul><ul><li>Depth - the variety of sizes, colors, and models offered within each product. </li></ul></ul><ul><ul><li>Consistency –close relationship of product lines. </li></ul></ul>Product Mix
  17. 17. BREADTH/WIDTH (DIFFERENT LINES) Detergents Toothpaste Soaps Tide Dash Bold DEPTH (ASSORTMENT WITHIN A LINE) Gleem Crest Camay Safeguard Oil of Olay Each in various sizes and prices Each in various sizes and prices Each in various sizes and prices P&G Product Mix
  18. 18. Branding Definition Brand Brand Name Brand Mark Trademark The element of the brand that can be vocalized. Name, term, sign, symbol, design or combination used to identify and differentiate a company’s products from competitors. The element of the brand that cannot be vocalized. A brand or part of a brand this is registered with the US Patent and Trademark office. Term
  19. 19. The Importance of Branding For Consumers For Marketers <ul><li>Quality Assurance </li></ul><ul><li>Reduce Search/Selection Time </li></ul><ul><li>Known Quantity </li></ul><ul><li>Prestige </li></ul><ul><li>Differentiates Product from Competitors </li></ul><ul><li>Build Brand Identity </li></ul><ul><li>Improve Marketing Communications Effectiveness </li></ul>
  20. 20. Brand Relationships Brand Awareness Brand Image Brand Loyalty Brand Equity
  21. 21. Brand Strategies New Brands Brand Extension New Brand Name Product Category Line Extension Existing Existing Multibrands New
  22. 22. Branding Strategies Product Mix Branding Strategies Individual Brand Name Strategy Family Brand Name Strategy Company Name Family Brand for Product Types Family & Individual Brand Name
  23. 23. Packaging: The 5th P All the activities of designing and producing the container for a product.
  24. 24. Why Package Crucial as a Marketing Tool <ul><li>Self-service </li></ul><ul><li>Consumer affluence </li></ul><ul><li>Company & brand image </li></ul><ul><li>Opportunity for innovation </li></ul>
  25. 25. Functions of Packaging Protecting Storage Facilitating Disposal Facilitating Consumption Promoting
  26. 26. Functions of Labels <ul><li>Identifies </li></ul><ul><li>Grades </li></ul><ul><li>Describes </li></ul><ul><li>Promotes </li></ul>
  27. 27. Labels Identify Describe Promote