This document summarizes the top 10 concepts from Chapter 12 on setting product strategy. The concepts are: 1) product differentiation through performance quality and mass customization, 2) service differentiation through delivery and maintenance/repair, 3) product mix, 4) line stretching, 5) product mix pricing through optional features and product bundling, 6) co-branding, and 7) labeling. For each concept, examples are provided from marketing textbooks and local/medical contexts.

1. Top 10 ConceptsChapter 12:Setting Product StrategyCristal Ann G. LaquindanumClass of 2012Ateneo School of Medicine and Public Health12 May 2010

2. Product Strategy ConceptsProduct Differentiation: performance qualityProduct Differentiation: mass customizationService Differentiation: delivery Service Differentiation: maintenance and repairProduct MixLine StretchingProduct Mix Pricing: Option-Feature PricingProduct Mix Pricing: Product-Bundling PricingCo-BrandingLabeling

3. Product DifferentiationProduct FormFeaturesCustomizationPerformance qualityConformanceDurabilityReliabilityRepairabilityStyle

4. Kotler:Local:Medical:Concept 1:Performance Quality (p.362)

5. Kotler: Levi’s and Lands’ End, Lego Local:Belo EssentialsMedical: Silicon implants, intraocular lens, prostheticsConcept 2:Mass Customization (p.362)

6. Service DifferentiationOrdering easeDeliveryInstallationCustomer trainingCustomer consultingMaintenance and repair

7. Kotler:CemexLocal:Jollibee’s 30-minute delivery, Sureseats.comMedical: Endoscopic procedures, cataract surgery, other outpatient surgeriesConcept 3:Delivery (p.366)

8. Kotler: Hewlett-Packard, Best BuyLocal:“Tubero” service, appliance home repair serviceMedical: Follow up check-up to your physician, LASIK enhancementConcept 4:Maintenance and Repair (p.367)

9. Concept 4:Maintenance and Repair (p.367)

10. Kotler:General Electric’s Consumer Appliance Division, Proctor and Gamble, Northwestern UniversityConcept 5:A product mix consists of various product lines (p.368)

11. Local:Unilever, San Miguel Corporation, Ateneo de Manila UniversityMedical: Unilab, Different departments in a hospitalConcept 5:A product mix consists of various product lines (p.368)

12. Line StretchingDown-Market StretchUp-Market StretchTwo-way Stretch

13. Kotler:The Gap’s Old Navy, Gillette Good News, Mercedes C-ClassConcept 6:Down-Market Stretch (p.371)

14. Local:Globe’s Touch Mobile, Cellphone pre-paid servicesMedical: Unilab’sRitemedConcept 6:Down-Market Stretch (p.371)

15. Product-Mix PricingProduct-line pricingOptional-feature pricingCaptive-product pricingTwo-part pricingBy-product pricingProduct-bundling pricing

16. Kotler: automobile companies, restaurantsLocal:Sky Cable, SMART serviceMedical: The Medical CityConcept 7:Optional Feature Pricing (p.375 )

17. Kotler: artists management groupLocal:Jollibee Value MealsMedical: Maxicare health insurance, annual medical check-upConcept 8:Product Bundling Pricing (p.376)

18. Kotler: Taco Bell, KFC, and Pizza HutLocal:Red Ribbon, Jollibee, and GreenwichMedical: United American Tiki-Tiki, Famotidine H2Bloc, Ibuprofen MedicolConcept 9:Co-Branding (p.377)

19. Kotler: CampbellLocal: “Kapuso” and “Kapamilya”Medical: DOH’sSangkapPinoy, Nutritional LabelConcept 10:Labeling (p.380)

20. Top 10 ConceptsProduct Differentiation: performance qualityProduct Differentiation: mass customizationService Differentiation: delivery Service Differentiation: maintenance and repairProduct MixLine StretchingProduct Mix Pricing: Option-Feature PricingProduct Mix Pricing: Product-Bundling PricingCo-BrandingLabeling

21. Top 10 ConceptsChapter 12:Setting Product StrategyCristal Ann G. LaquindanumClass of 2012Ateneo School of Medicine and Public Health12 May 2010