This presentation by Ms. Himani covers designing customer value through products and services. It discusses the characteristics and classifications of products, differentiation of products and services, and pricing strategies. The presentation outlines the layout, characteristics of products, classifications based on nature and consumer intentions, characteristics of services, differentiation, factors influencing pricing, and methods of pricing. It provides an overview of key concepts for designing customer value through the use of products and services.

1. MODULE 3:
DESIGNING CUSTOMER VALUE
PREPARED & PRESENTED BY:
MS. HIMANI

2. LAYOUT OF THE PRESENTATION
• Characteristics and classifications of products,
Product and service differentiation,
• Product mix, hierarchy, line etc, Nature and
characteristics of services, Excellence in services
• Pricing strategies: Pricing environment, Steps in
price setting, Methods of pricing,
• Initiating and responding to price changes.
2Prepared by Ms. Himani

3. CHARACTERISTICS OF PRODUCTS
• Product constituents
• Branding
• Packaging
• Appearance
• Method of usage
• Quality
• Service
• Exchange value
• Consumer satisfaction
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4. CLASSIFICATION OF PRODUCTS
Based on
nature
Goods ,
Services ,
Ideas,
Experiences,
Events,
Persons,
Places,
Properties,
Organizations,
Information
Based on
consumer’s
intentions
Consumer
products
•Convenience products
•Shopping products
•Specialty products
•Unsought products
Industrial
Products
•Raw Material
•Capital equipment
•Accessory equipment
•Component parts
•Process material
supplies
•Industrial services
Based on
Social
benefits
Pleasing
products
Deficient
products
Salutary
products
Desirable
products
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7. CHARACTERISTICS OF SERVICES
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9. DIFFERENTIATION
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10. PRICING
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11. Pricing
• This is the only element in the marketing
mix that brings in the revenues. All the rest
are costs.
• Price communicates the value positioning
of the product.
• Price = Cost + Profit
11Presented by: Ms. Himani

12. FACTORS INFLUENCING PRICING
• Cost
• Objectives
• Demand
• Competition
• Distribution channel
• Government
• Economic condition
• Ethical consideration
• Types of buyers
• Product differentiation
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13. METHODS OF PRICING
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