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http://patricklimreyes.blogspot.com
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Setting Product Strategy
Patrick L. Reyes
October 7, 2013
http://patricklimreyes.blogspot.com
/
A Marketer…
1. Addresses Product Levels
2. Classifies Products
3. Differentiates Pro...
http://patricklimreyes.blogspot.com
/
Product - anything that can be offered
to a market to satisfy a want or need,
includ...
http://patricklimreyes.blogspot.com
/
Chapter focus:
the Product
Components of Market
Offering
Attractiveness of
the marke...
http://patricklimreyes.blogspot.com
/
1. Core Benefit
2. Basic Product
3. Expected Product
4. Augmented Product
5. Potenti...
http://patricklimreyes.blogspot.com
/
1. Durability and Tangibility
1. Durable – tangible, many use
2. Non-Durable – tangi...
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2. Use – Consumer or Industrial
1. Consumer – habits
1. Convenience – frequent, mini...
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/
2. Use
2. Industrial
1. Materials and Parts
1. Raw – processed further
1. Farm – pro...
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2. Industrial
2. Capital Items
1. Installation – major $
2. Equipment
3. Supplies an...
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/
3a. Differentiating Products
(Some) Product Differentiators
1. Form – size, shape, p...
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Services Differentiators
1. Ordering ease
2. Delivery
3. Installation - required
4. ...
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Need family
Product family
Product class
Product line
Product type
Item
1. Need fami...
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Product System – diverse but related items (product &
accessories)
Product Mix – ass...
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5b. The Product Systems and
Mixes
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Product Line Analysis – basic platform
1. Sales and Profits
2. Market Profile – vers...
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5d. Sales & Profits Analysis
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Company X
5e. Market Profile
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5f. Line Stretching
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Packaging – 5th P, advertising tool,
instant recognition, identity
Labeling – provid...
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/
Explore and exploit…
1. Product Levels
2. Product Classification
3. Products and/or ...
http://patricklimreyes.blogspot.com
/
Setting Product Strategy
Patrick L. Reyes
October 7, 2013
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Kotler Chapter Assignment - Chapter 12 Setting Product Strategy

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Marketing Management Kotler Chapter Assignment

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Kotler Chapter Assignment - Chapter 12 Setting Product Strategy

  1. 1. http://patricklimreyes.blogspot.com / Setting Product Strategy Patrick L. Reyes October 7, 2013
  2. 2. http://patricklimreyes.blogspot.com / A Marketer… 1. Addresses Product Levels 2. Classifies Products 3. Differentiates Products and/or Services 4. Identifies Levels of Product Hierarchy 5. Analyzes Product Lines, Product Systems and Mix 6. Delivers with Packaging, Labeling, Warranties, and Guarantees At the heart of a great brand is a great product.
  3. 3. http://patricklimreyes.blogspot.com / Product - anything that can be offered to a market to satisfy a want or need, including physical goods, services, experiences, events, persons, places, properties, organizations, information, and ideas. It’s the Product Stu-dent!
  4. 4. http://patricklimreyes.blogspot.com / Chapter focus: the Product Components of Market Offering Attractiveness of the market offering Value-based Prices Product features and quality Services mix and quality
  5. 5. http://patricklimreyes.blogspot.com / 1. Core Benefit 2. Basic Product 3. Expected Product 4. Augmented Product 5. Potential Product 1. Address 5 Product Levels of Customer Value
  6. 6. http://patricklimreyes.blogspot.com / 1. Durability and Tangibility 1. Durable – tangible, many use 2. Non-Durable – tangible, one or a few use 3. Services – intangible, variable, perishable 2a. How Marketers Classify Products
  7. 7. http://patricklimreyes.blogspot.com / 2. Use – Consumer or Industrial 1. Consumer – habits 1. Convenience – frequent, minimal effort 2. Shopping – compares quality, price, style 3. Specialty – unique or brand identification 4. Unsought – not normally think of buying 2b. How Marketers Classify Products
  8. 8. http://patricklimreyes.blogspot.com / 2. Use 2. Industrial 1. Materials and Parts 1. Raw – processed further 1. Farm – produced 2. Natural – limited supply 2. Manufactured – 1. Component Materials – fabricated further 2. Component Parts – used as is 2c. How Marketers Classify Products
  9. 9. http://patricklimreyes.blogspot.com / 2. Industrial 2. Capital Items 1. Installation – major $ 2. Equipment 3. Supplies and Business Services 1. Maintenance and Repair 2. Operating 3. Business Services 2c. How Marketers Classify Products
  10. 10. http://patricklimreyes.blogspot.com / 3a. Differentiating Products (Some) Product Differentiators 1. Form – size, shape, physical 2. Features – specifications 3. Customization 4. Performance Quality 5. Conformance Quality - consistency 6. Style
  11. 11. http://patricklimreyes.blogspot.com / Services Differentiators 1. Ordering ease 2. Delivery 3. Installation - required 4. Customer Training 5. Customer Consulting 6. Maintenance and Repair 7. Return Policy 3b. Differentiating Services
  12. 12. http://patricklimreyes.blogspot.com / Need family Product family Product class Product line Product type Item 1. Need family – core need 2. Product family – all product classes, satisfy core need 3. Product class – group of products within product family 4. Product line – group of products within product class 5. Product type – group of items within product line 6. Item – distinct unit 4. Identify 6 Levels of Product Hierarchy Financial Instruments Life Insurance Term Life Insurance
  13. 13. http://patricklimreyes.blogspot.com / Product System – diverse but related items (product & accessories) Product Mix – assortment, all products 1. Width – how many product lines 2. Length – total items in the mix 3. Depth – how many variants in each product line 4. Consistency – how closely related the product lines are 5a. Analyze Product Lines, Product Systems and Mixes
  14. 14. http://patricklimreyes.blogspot.com / 5b. The Product Systems and Mixes
  15. 15. http://patricklimreyes.blogspot.com / Product Line Analysis – basic platform 1. Sales and Profits 2. Market Profile – versus competitors 3. Product Line Stretching 5c. Analyzing Product Lines, Product Systems and Mixes
  16. 16. http://patricklimreyes.blogspot.com / 5d. Sales & Profits Analysis
  17. 17. http://patricklimreyes.blogspot.com / Company X 5e. Market Profile
  18. 18. http://patricklimreyes.blogspot.com / 5f. Line Stretching
  19. 19. http://patricklimreyes.blogspot.com / Packaging – 5th P, advertising tool, instant recognition, identity Labeling – provide info, required by law Warranties and Guarantees – provide peace of mind to some, perception of performance and dependability “Food must look good, because even if it doesn’t taste good, it’s too late” 6. Packaging, Labeling, Warranties, Guarantees
  20. 20. http://patricklimreyes.blogspot.com / Explore and exploit… 1. Product Levels 2. Product Classification 3. Products and/or Services Differentiation 4. 6 Levels of Product Hierarchy 5. Product Systems and Mix 6. Perception with Packaging, Labeling, Warranties, an d Guarantees At the heart of a great brand is a great product.
  21. 21. http://patricklimreyes.blogspot.com / Setting Product Strategy Patrick L. Reyes October 7, 2013

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