Product strategy

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how comapnies set product strategy

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Product strategy

  1. 1. Product Strategy<br />
  2. 2. Customer value hierarchy<br />Core benefit<br />Basic product<br />Expected product<br />Augmented product<br />Potential product<br />
  3. 3. Electric cars<br />
  4. 4. Tesla Roadster<br />
  5. 5. Consumer Product classifications<br />Convenience goods<br />Staples<br />Impulse goods<br />Emergencies<br />Shopping goods<br />Homogeneous<br />Heterogeneous<br />Specialty<br />Unsought <br />
  6. 6. B2B Products<br />Materials and parts<br />Capital items<br />Installations<br />Equipment<br />Supplies and business services<br />
  7. 7. FMCG vs Durables<br />Danger of commoditization<br />Importance of advertizing<br />Eg – Perfetti – Alpenliebe, Big Babol, Chloromint<br />Availability<br />
  8. 8. Product differentiation<br />Form<br />Features<br />Customization<br />Performance quality<br />Conformance quality<br />Durability<br />Reliability<br />Repairability<br />Style<br />
  9. 9. Product Mix<br />Width<br />Length<br />Depth<br />Consistency<br />
  10. 10. BCG Matrix<br />
  11. 11. GE/McKinsey<br />
  12. 12. Product line management<br />Core products – hi vol, high promo, low margins<br />Staples – low vol, low promo, hi margins<br />Specialities – low vol, hi promo<br />Convenience items – hi vol, low promo, high margins (accessories)<br />
  13. 13. Product line management<br />Line stretching<br />Up<br />down<br />Line filling<br />Line pruning<br />
  14. 14. Marico<br />Parachute<br />Hot oil<br />Aftershower<br />Starz<br />Jasmine<br />ShantiAmla<br />Mediker<br />Nihar<br />
  15. 15. Product variants: Close up<br />HUL has 32% of India’s toothpaste market<br />HUL’s first gel toothpaste<br />Second is sales after Pepsodent<br />Not doing well worldwide<br />
  16. 16. Product variants<br />Tingly red<br />Oxy fresh<br />Eucalyptus waves<br />Whitening (with shade card)<br />Lemon mint<br />Flavalicious: Tangerine Burst <br />Flavalicious: Luscious Lyche<br />Chocolate?<br />
  17. 17. Product recall<br />
  18. 18. Cost of delayed recall<br />Toyota owners dying from unintended acceleration started making mews in the US in 2009<br />Toyota did nothing for a while and alleged deaths rose to 37<br />Ultimately recalled 9 million cars worldwide for floor mat/accelerator pedal<br />Lost 5 billion dollars<br />Brand took a beating<br />

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