8. Quyết định dòng sản phẩm
– Phân tích dòng sản phẩm
• Doanh số và lợi nhuận
– Bốn loại lớp sản phẩm:
• Sản phẩm cốt lõi
• Nhu yếu phẩm
• Đặc sản
• Hàng dùng ngay
9. Phát triển dòng sản phẩm
• Phát triển thị trường phía dưới
– Công ty có thể chú ý tới những cơ hội tăng trưởng
mạnh khi những các cửa hàng bán lẻ thu hút được
ngày càng nhiều khách mua hàng.
– Công ty có thể mong muốn tấn công đầu dưới của
đồi thủ cạnh tranh khi họ đang nỗ lực để tiến tới thị
trường phía trên.
– Công ty có thể phát hiện ra rằng thị trường bậcn
trung không có tiến triển gì hoặc đang sụt giảm.
• Phát triển thị trường phía trên
• Phát triển cả hai đầu thị trường
16. Quyết định tên nhãn
• Bốn chiến lược đang được sử dụng:
– Tên nhãn hiệu cá biệt
– Tên họ chung của các sản phẩm
– Tên họ riêng cho tất cả các sản
phẩm
– Tên thương mại của công ty kết hợp
với tên riêng của sản phẩm
19. Đóng gói và dán nhãn hàng hóa
– Việc đóng gói
– Bao bì
• Bao bì chủ yếu
• Bao bì thứ cấp
• Bao bì vận chuyển
20. – Các nhân tố góp phần mở rộng việc sử dụng
bao bì làm công cụ marketing
• Tự phục vụ
• Mức sung túc của người tiêu dùng
• Hình ảnh của công ty và của nhãn hiệu
• Cơ hội đổi mới
21. Dán nhãn sản phảm
• Chức năng
– Nhận dạng
– Xếp loại
– Mô tả
22. • Những người bảo vệ người tiêu dùng phải
vận động hành lang để được:
– Đặt thời hạn mở
– Đơn giá
– Dán nhãn xếp loại
– Dán nhãn phần trăm
Product Levels This CTR corresponds to Figure 9-1 on p. 275 and relates to the material on pp. 274-276. Product A product is anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need. Products can be physical objects, services, persons, places, organizations, and ideas. Product Levels Core Product. This concept refers to the use-benefit, problem-solving service that the consumer is really buying when purchasing a product. Actual Product. The actual product is the tangible product or intangible service that serves as the medium for receiving core product benefits. Five characteristics: Quality Level refers to product performance. Features include combinations of product attributes. Styling consists of design and aesthetic or ergonomic aspects of the product. Brand Name may help consumers position and identify the product. Packaging serves to both protect the product and to promote it to consumers. Augmented Product. The augmented consists of the measures taken to help the consumer put the actual product to sustained use. Measures can include installation, delivery & credit, warranties, and after sale service.
Consumer Goods Consumer products are those bought by final consumers for personal consumption. Marketers typically classify these products based on how consumer go about buying them. Classifications include: Convenience Products. These products are purchased frequently with a minimum of comparison and buying effort. Convenience products may be further divided: Staples. Staples are products that consumers buy on a regular basis. Impulse Products. Impulse products are purchased “on the spur of the moment” and without much, if any, prior consideration. Emergency Products. Emergency products are purchased to fill an urgent and immediate need. These products are prompted by some unexpected external event like a flood or heavy snow fall. Shopping Products. These products are compared on such bases as suitability, quality, price, and style. Shopping products may be further distinguished homogeneous and heterogeneous shopping products. Price negotiation is more common for homogeneous shopping products. Specialty Products. These products have unique characteristics or identification with buyers and are generally specifically sought by the consumer. Unsought Products. These products may be unknown to the buyer or not normally considered for purchase. Unsought goods require special marketing effort. Consumer Product Classifications This CTR corresponds to Table 9-1 on p. 276 and relates to the material on pp. 276-277.
Industrial Product Classifications This CTR relates to the discussion on pp. 277-278. Industrial Product Classifications Industrial Products are those purchased for further processing or for use in conducting a business. Three groups of industrial products include: Materials & Parts. These products enter the manufacturer's product in production. They include: Raw Materials. These include farm products (wheat, vegetables, fruit, livestock) and natural products (fish, lumber, oil, mineral ores). Manufactured Materials and Parts. Manufactured materials, such as steel, are used with further refinement or processing to become part of a product. For example, sheet metal is used to make car bodies. Component parts are complete products in themselves, such as machine-tooled cogs, that are used as is within the finished product. Capital Items. Capital items indirectly contribute to production by aiding the buyer’s operations but do not end up in the resulting products themselves. Categories include: Installations. These consist of buildings and fixed equipment. Accessories. These include portable equipment and office equipment. Supplies & Services. do not enter into production at all. Supplies include operating supplies and repair and maintenance items. Business services are often offered under contract to do the actual repair and maintenance. Many equipment manufacturers include repair and maintenance agreements in combination with installations.
Individual Product Decisions This CTR corresponds to Figure 9-2 on p. 278 and relates to the material on pp. 278-303. Instructor’s Note: The CTR provides an overview on each of the decision areas. Each area is covered in more detail on subsequent CTRs. Product Attribute Decisions Product Quality . Product quality stands for the ability of a product to perform its functions. Quality includes the attributes of overall durability, reliability, precision, ease of operations, and quality consistency -- the ability to maintain the targeted level of quality in delivering benefits to consumers. The importance of quality has lead to widespread adoption of Demings Total Quality Management, first by the Japanese and now increasingly by U.S. firms. Product Features. The number and combination of product features offered consumers are assessed in terms of customer value versus company cost . Consumers seek value and need-satisfaction. Features irrelevant to consumers are undesirable. Also, additional features cost money to produce and higher quality features are more costly still. Product feature decisions must be carefully tied to consumer needs and consumer perceptions of received, affordable value. Product Design. Product design combines attention to style (appearance) with enhanced performance. Style alone may attract attention but not improve performance. Discussion Note: You may wish to discuss how style may adversely affect perceptions of product performance. Good styling may inadvertently lead to higher performance expectations on the part of the interested consumer. For this reason, product attribute decisions incorporating a marketing perspective should focus on product design over style alone.
Product Attribute Decisions This CTR relates to the material on pp. 278-282. Product Attribute Decisions Product Quality . Product quality stands for the ability of a product to perform its functions. Quality includes the attributes of overall durability, reliability, precision, ease of operations, and quality consistency -- the ability to maintain the targeted level of quality in delivering benefits to consumers. The importance of quality has lead to widespread adoption of Demings Total Quality Management. Product Features. The number and combination of product features offered consumers are assessed in terms of customer value versus company cost . Consumers seek value and need-satisfaction. Features irrelevant to consumers are undesirable. Also, additional features cost money to produce and higher quality features are more costly still. Product feature decisions must be carefully tied to consumer needs and consumer perceptions of received, affordable value. Product Design. Product design combines attention to style (appearance) with enhanced performance. Style alone may attract attention but not improve performance. Discussion Note: You may wish to discuss how style may adversely affect perceptions of product performance. Good styling may inadvertently lead to higher performance expectations on the part of the interested consumer. For this reason, product attribute decisions incorporating a marketing perspective should focus on product design over style alone.
Brands This CTR relates to the material on pp. 282-286. Brands A brand is a name, term, sign, symbol, or design, or a combination of these intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Powerful brands names have consumer franchise -- they command consumer loyalty. Levels of Brand Meaning Attributes. A brand elicits certain product attributes in the minds of consumers. The company may use one or more of these attributes in its advertising to reinforce these perceptions in the consumer. Benefits. Consumers buy benefits, not attributes. A key aspect of a successful marketing program is linking attribute perceptions to tangible product benefits. The benefits may produce objective need-satisfiers, such as increased safety, or psychological benefits, such as enhanced self-esteem. But in both cases, the actual benefit must be available in the product. Values. Brands communicate information about the buyer’s values. The benefits of the brand indicate that these things are important to the consumer who chooses them. Some consumers, especially those of luxury goods, often select a particular brand in part because of what it communicates to others about the owners values. Personality. Brands project a personality. People personify brands and products. Psychologists have pointed out that we tend to be attracted to those like us, those we aspire to be like, and those we want others to view us as being like. Brands can help people, almost literally, become the type of person the want to be. Brand Equity Brands are used to create awareness , build preference , and ultimately, to command loyalty among consumers. Companies with strong brands often attempt to build brand portfolios by acquiring brands with strong brand equity from other companies.
Major Branding Decisions This CTR corresponds to Figure 9-3 on p. 286 and relates to the material on pp. 286-293. Major Branding Decisions Brand Decision. At this stage, the company must decide whether or not to place a brand name on its product. Brands usually command higher profit margins than non-brands. Brand Name Selection . Desirable qualities for a brand name include: 1. It should suggest something about the product’s benefits. 2. It should be easy to pronounce and remember. 3. It should be distinctive. 4. It should translate easily into foreign languages. 5. It should be eligible for registration and legal protection. Brand Sponsor. Who sponsors the brand must also be decided. Manufacturer's or National brands are owned by the producer. Private brands are created and owned by a reseller. Mixed-brand strategies combine both approaches. Brand Strategy . This decision area consists of at least four choices, covered in greater detail on the following CTR (See Figure 9-3 on p. 286). Brand Repositioning. Even successful brands must be constantly evaluated in relation to competitive and market changes. Repositioning can be challenging to marketers because the strengths (or weaknesses) of a brand's image may make altering its position difficult to communicate to the target market.
Brand Strategy This CTR corresponds to Figure 9-4 on p. 290 and relates to the discussion on pp. 290-293. Brand Strategy Companies may implement at least four brand-name strategies, including: Line Extension. This strategy occurs when a company introduces additional items in a given product category under the same brand name. The vast majority of new product introductions are line extensions. Brand Extension. This strategy seeks to extend existing brand qualities to launch new products or modified products in a new category. Multibrand. This strategy develops two or more products in the same product category. P & G pioneered multibranding. New Brands . Here a company creates a new brand name when it enters a new product category for which none of the company’s current brand names are appropriate.
Packaging Decisions This CTR relates to the material on pp. 293-296. Packaging Concept The packaging concept states what the package should be or do for the product in support of marketing objectives. Packaging includes the activities of designing and producing the container or wrapper for a product. The package includes the immediate container (that holds the product for use), a secondary package that is discarded prior to use, and a shipping package necessary for storage and shipping. Discussion Note: Both environmentalists and consumer groups have complained about unnecessary packaging. Environmentalists point out the ecological costs of more packages to throw away. Many firms now recycle packages to reduce wastes and save money. Consumer groups, such as Consumer’s Union (publisher of Consumer Reports ), express concern that unnecessary packaging costs consumers more. Labeling Decisions Labels perform several functions. Labels identify, describe, and promote the product. Also, labels must meet the demands of legal regulations. Identifies. Especially in support of brand strategies, labels distinguish the product from others. Describes. Labels can provide information about contents, production, freshness, and instructions on safe and effective use. Promotes. Use of color and graphics can stimulate and arouse consumer attention for the product. Legal Regulation Mis-use of labels has lead to regulation on product claims, the addition of unit prices, open dating, and nutritional labeling for processed foods. Including all required information is necessary to ward off governmental investigations.
