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CH. 12 - SETTING PRODUCT STRATEGY

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Anna Sofia Victoria S. Fajardo, MD, MBAH, DPCOM
Anna Sofia Victoria S. Fajardo, MD, MBAH, DPCOM

This document discusses key concepts for setting product strategy. It covers product characteristics and classification, differentiation, relationships between products and brands, and packaging, labeling, warranties and guarantees. The levels of a product from core benefit to potential product are explained. Product durability and tangibility as well as service differentiation tactics are also summarized.

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SETTING PRODUCT STRATEGY CHAPTER 12 MARKETING MANAGEMENT 13 TH EDITION by Philip Kotler & Kevin Keller v49 MARKETING MANAGEMENT MBA in Health, Batch 8 Ateneo Graduate School of Business Anna Sofia Victoria S. Fajardo, M.D. May 15, 2010 http://riafajardo.blogspot.com
OVERVIEW ,[object Object],[object Object],[object Object],[object Object]
PRODUCT ,[object Object],[object Object],[object Object],[object Object]
PRODUCT CHARACTERISTICS
MARKET OFFERING PRICE PRODUCT SERVICES
5 PRODUCT LEVELS CORE BENEFIT BASIC PRODUCT EXPECTED PRODUCT AUGMENTED PRODUCT POTENTIAL PRODUCT
5 PRODUCT LEVELS NEW WAYS TO SATISFY CUSTOMERS POTENTIAL PRODUCT VEGGIES PREPARED WITH DIPS, FRUITS IN BASKETS AUGMENTED PRODUCT FRESH FRUITS & VEGGIES, JUICES, CANNED GOODS EXPECTED PRODUCT FRUITS & VEGETABLES BASIC PRODUCT HEALTHY FOOD CORE BENEFIT
PRODUCT CLASSIFICATION ,[object Object],[object Object],[object Object],[object Object],[object Object]
PRODUCT CLASSIFICATION ,[object Object],[object Object],[object Object],[object Object]
PRODUCT CLASSIFICATION ,[object Object],[object Object],[object Object],[object Object]
PRODUCT DIFFERENTIATION
PRODUCT DIFFERENTIATION ,[object Object],[object Object],[object Object],[object Object]
PRODUCT DIFFERENTIATION ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PRODUCT DIFFERENTIATION ,[object Object],[object Object],[object Object],[object Object],[object Object]
DESIGN ,[object Object],[object Object],[object Object],[object Object]
SERVICES DIFFERENTIATION ,[object Object],INSTALLATION DELIVERY
SERVICES DIFFERENTIATION ,[object Object],[object Object],CUSTOMER TRAINING
SERVICES DIFFERENTIATION ,[object Object],[object Object],[object Object],[object Object]
PRODUCT & BRAND RELATIONSHIPS
PRODUCT HIERARCHY PRUDENTIAL RENEWABLE TERM LIFE INSURANCE ITEM TERM LIFE INSURANCE PRODUCT TYPE LIFE INSURANCE PRODUCT LINE FINANCIAL INSTRUMENTS PRODUCT CLASS SAVINGS & INCOME PRODUCT FAMILY SECURITY NEED FAMILY
PRODUCT SYSTEMS & MIXES PROCTOR & GAMBLE Charmin (1928) Bounty (1965) Pampers (1961) Luvs (1976) Ivory (1879) Camay (1926) Zest (1952) Safeguard (1963) Oil of Olay (1993) Gleem (1952) Crest (1955) Ivory Snow (1930) Tide (1946) PRODUCT LINE LENGTH PAPER PRODUCTS DISPOSABLE DIAPERS BAR SOAP TOOTHPASTE DETERGENTS PRODUCT- MIX WIDTH
PACKAGING, LABELING, WARRANTIES & GUARANTEES
PACKAGING ,[object Object],[object Object],[object Object],[object Object],[object Object]
OBJECTIVES OF PACKAGING ,[object Object],[object Object],[object Object],[object Object],[object Object]
MARKETING TOOL ,[object Object],[object Object],[object Object],[object Object]
MARKETING TOOL ,[object Object],[object Object],[object Object],[object Object]
LABELING ,[object Object],[object Object],[object Object]
WARRANTIES & GUARANTEES ,[object Object],[object Object],[object Object],[object Object]
WARRANTIES & GUARANTEES ,[object Object],[object Object],[object Object],[object Object],[object Object]
SUMMARY ,[object Object],[object Object],[object Object],[object Object],[object Object]
SUMMARY ,[object Object],[object Object],[object Object],[object Object],[object Object]
 
SETTING PRODUCT STRATEGY CHAPTER 12 MARKETING MANAGEMENT 13 TH EDITION by Philip Kotler & Kevin Keller v49 MARKETING MANAGEMENT MBA in Health, Batch 8 Ateneo Graduate School of Business Anna Sofia Victoria S. Fajardo, M.D. May 15, 2010 http://riafajardo.blogspot.com

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CH. 12 - SETTING PRODUCT STRATEGY

  • 1. SETTING PRODUCT STRATEGY CHAPTER 12 MARKETING MANAGEMENT 13 TH EDITION by Philip Kotler & Kevin Keller v49 MARKETING MANAGEMENT MBA in Health, Batch 8 Ateneo Graduate School of Business Anna Sofia Victoria S. Fajardo, M.D. May 15, 2010 http://riafajardo.blogspot.com
  • 2.
  • 3.
  • 5. MARKET OFFERING PRICE PRODUCT SERVICES
  • 6. 5 PRODUCT LEVELS CORE BENEFIT BASIC PRODUCT EXPECTED PRODUCT AUGMENTED PRODUCT POTENTIAL PRODUCT
  • 7. 5 PRODUCT LEVELS NEW WAYS TO SATISFY CUSTOMERS POTENTIAL PRODUCT VEGGIES PREPARED WITH DIPS, FRUITS IN BASKETS AUGMENTED PRODUCT FRESH FRUITS & VEGGIES, JUICES, CANNED GOODS EXPECTED PRODUCT FRUITS & VEGETABLES BASIC PRODUCT HEALTHY FOOD CORE BENEFIT
  • 8.
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  • 12.
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  • 15.
  • 16.
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  • 18.
  • 19. PRODUCT & BRAND RELATIONSHIPS
  • 20. PRODUCT HIERARCHY PRUDENTIAL RENEWABLE TERM LIFE INSURANCE ITEM TERM LIFE INSURANCE PRODUCT TYPE LIFE INSURANCE PRODUCT LINE FINANCIAL INSTRUMENTS PRODUCT CLASS SAVINGS & INCOME PRODUCT FAMILY SECURITY NEED FAMILY
  • 21. PRODUCT SYSTEMS & MIXES PROCTOR & GAMBLE Charmin (1928) Bounty (1965) Pampers (1961) Luvs (1976) Ivory (1879) Camay (1926) Zest (1952) Safeguard (1963) Oil of Olay (1993) Gleem (1952) Crest (1955) Ivory Snow (1930) Tide (1946) PRODUCT LINE LENGTH PAPER PRODUCTS DISPOSABLE DIAPERS BAR SOAP TOOTHPASTE DETERGENTS PRODUCT- MIX WIDTH
  • 22. PACKAGING, LABELING, WARRANTIES & GUARANTEES
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
  • 30.
  • 31.
  • 32.  
  • 33. SETTING PRODUCT STRATEGY CHAPTER 12 MARKETING MANAGEMENT 13 TH EDITION by Philip Kotler & Kevin Keller v49 MARKETING MANAGEMENT MBA in Health, Batch 8 Ateneo Graduate School of Business Anna Sofia Victoria S. Fajardo, M.D. May 15, 2010 http://riafajardo.blogspot.com

Editor's Notes

  1. Size, shape, physical structure of product Supplement basic function Individualize market offerings Low, average, high, or superior
  2. Ex. Baxter placed computer terminals in hospitals Ex. Levi’s uses Quick Response Systems (QRS) Buyers of heavy equipment
  3. Ex. GE also trains users of X-ray equipments Ex. Customer service