Lessons learned marketing - s2
•
0 likes•194 views
This document provides key lessons learned from a marketing management course. It includes brief summaries of topics like: 1. Products and services, including product mix, categories, and new product development phases. 2. Branding, including positioning, points of parity/difference, and brand imagery. 3. Product distribution channels and dealing with channel conflict. 4. Market research approaches from the buyer's perspective, including defining objectives, developing a research plan, collecting and analyzing data.
Report
Share
Report
Share
Download to read offline
Recommended
Abm slides
The document discusses Ansoff's Matrix and strategies for market penetration, product development, market development, and diversification. It provides McDonald's as an example and discusses how they have used various Ansoff strategies like new products, new markets, and diversification through McCafe and McTreat. Later, the document covers topics like brand architecture, brand boundaries, brand extensions, advantages and disadvantages of extensions, and examples of extensions that went wrong.
Product strategy
This document discusses key concepts related to products, services, and branding. It defines a product as anything that can satisfy a want or need and be offered for acquisition or consumption. Services are described as intangible activities or benefits offered for sale. Products and services are categorized as either consumer or industrial.
The document outlines several characteristics of services, including intangibility, simultaneous production and consumption, and perishability. It also discusses three levels of products and services - core customer value, actual product, and augmented product.
Finally, the summary discusses branding, including the definition of a brand as a name, symbol, or design that identifies a specific product. It notes there are decisions around brand positioning, name selection,
LET THE MARKET KNOW YOU BETTER 1
This document discusses the 7 P's of marketing: positioning, product, packaging, place, price, promotion, and people. It provides details on positioning a company to target specific customer needs. It describes different types of products like breakthrough, differentiated, copycat, and niche products. Packaging is discussed as a way to protect products, display branding and information. Location or place is analyzed in terms of customer access and density, traffic patterns, and future development potential.
Product Planning Final 2
The document discusses product planning and a company's product mix. It defines key terms like product, product line, and product category. It explains that a well-developed product plan includes coordinating existing products, adding new products, and deleting products. It also discusses strategies for developing new products, expanding existing product lines, and deleting unprofitable products from the mix.
Product Planning Final
The document discusses product planning and a company's product mix. It defines key terms like product, product line, and product category. It also outlines strategies for developing a company's product mix, including developing new products, expanding existing product lines, and deleting unprofitable products. The process of developing new products involves generating ideas, screening ideas, product development, testing, introduction, and evaluating customer acceptance.
Akd motors
The document outlines the tasks for a workshop on brand positioning. It discusses choosing a new product to market, specifying its attributes and target market. It also discusses identifying points-of-parity and points-of-difference for a brand, assessing them based on desirability and deliverability criteria. The tasks further involve deciding on a positioning strategy based on factors like corporate identity, benefits, target segments, and unique attributes. Developing a positioning statement is discussed along with evaluating the statement for factors like being memorable, motivating, distinctive, credible and enabling growth. Potential errors in the chosen positioning strategy are also to be anticipated.
Bmgt 411 chapter_9
This document summarizes key concepts from Chapter 9 regarding brand positioning. It discusses how firms can develop effective positioning by crafting brand positioning statements targeting specific audiences. It also covers differentiating brands through unique benefits or attributes. The document analyzes strategies for market leaders to defend their position and strategies challengers can use to attack market leaders, such as price discounts or product innovation. It also discusses strategies for market followers and niche players to compete effectively.
Chapter 13 - Marketing
The document discusses the basics of marketing, including defining a market and marketing, and examines the 7 functions of marketing. It also outlines the 4 P's of the marketing mix - product, price, place, and promotion - and explains the importance of market research in understanding demographics, target markets, and market segmentation. The 7 step process of product development is also summarized.
Recommended
Abm slides
The document discusses Ansoff's Matrix and strategies for market penetration, product development, market development, and diversification. It provides McDonald's as an example and discusses how they have used various Ansoff strategies like new products, new markets, and diversification through McCafe and McTreat. Later, the document covers topics like brand architecture, brand boundaries, brand extensions, advantages and disadvantages of extensions, and examples of extensions that went wrong.
Product strategy
This document discusses key concepts related to products, services, and branding. It defines a product as anything that can satisfy a want or need and be offered for acquisition or consumption. Services are described as intangible activities or benefits offered for sale. Products and services are categorized as either consumer or industrial.
The document outlines several characteristics of services, including intangibility, simultaneous production and consumption, and perishability. It also discusses three levels of products and services - core customer value, actual product, and augmented product.
Finally, the summary discusses branding, including the definition of a brand as a name, symbol, or design that identifies a specific product. It notes there are decisions around brand positioning, name selection,
LET THE MARKET KNOW YOU BETTER 1
This document discusses the 7 P's of marketing: positioning, product, packaging, place, price, promotion, and people. It provides details on positioning a company to target specific customer needs. It describes different types of products like breakthrough, differentiated, copycat, and niche products. Packaging is discussed as a way to protect products, display branding and information. Location or place is analyzed in terms of customer access and density, traffic patterns, and future development potential.
Product Planning Final 2
The document discusses product planning and a company's product mix. It defines key terms like product, product line, and product category. It explains that a well-developed product plan includes coordinating existing products, adding new products, and deleting products. It also discusses strategies for developing new products, expanding existing product lines, and deleting unprofitable products from the mix.
Product Planning Final
The document discusses product planning and a company's product mix. It defines key terms like product, product line, and product category. It also outlines strategies for developing a company's product mix, including developing new products, expanding existing product lines, and deleting unprofitable products. The process of developing new products involves generating ideas, screening ideas, product development, testing, introduction, and evaluating customer acceptance.
Akd motors
The document outlines the tasks for a workshop on brand positioning. It discusses choosing a new product to market, specifying its attributes and target market. It also discusses identifying points-of-parity and points-of-difference for a brand, assessing them based on desirability and deliverability criteria. The tasks further involve deciding on a positioning strategy based on factors like corporate identity, benefits, target segments, and unique attributes. Developing a positioning statement is discussed along with evaluating the statement for factors like being memorable, motivating, distinctive, credible and enabling growth. Potential errors in the chosen positioning strategy are also to be anticipated.
Bmgt 411 chapter_9
This document summarizes key concepts from Chapter 9 regarding brand positioning. It discusses how firms can develop effective positioning by crafting brand positioning statements targeting specific audiences. It also covers differentiating brands through unique benefits or attributes. The document analyzes strategies for market leaders to defend their position and strategies challengers can use to attack market leaders, such as price discounts or product innovation. It also discusses strategies for market followers and niche players to compete effectively.
Chapter 13 - Marketing
The document discusses the basics of marketing, including defining a market and marketing, and examines the 7 functions of marketing. It also outlines the 4 P's of the marketing mix - product, price, place, and promotion - and explains the importance of market research in understanding demographics, target markets, and market segmentation. The 7 step process of product development is also summarized.
Chapter 5 Product Strategy
Marketing (Product Strategy) - Discuss about levels of product, product classification, brand strategies, packaging and labeling of the consumer products.
2. Product & Branding Nov 2008
The marketing mix consists of 4 key elements - product, price, promotion and place. The document defines the levels of a product as the core, actual and augmented product. It explains how the product life cycle helps analyze how products emerge, grow, stabilize and decline over time through the stages of development, introduction, growth, maturity and decline. It also discusses the benefits of having a good product mix and ways to extend the life cycle of a product through various strategies.
ppt on Product positioning, product line, product line decisions
Product positioning, product line, product line decisions the various concepts of positioning strategies under product management.
Product life cycle
This document discusses the product life cycle and common strategies used at each stage. It explains that products pass through distinct introduction, growth, maturity, and decline stages. Different marketing, financial, and operational strategies are needed at each stage to achieve objectives like creating awareness, maximizing market share or profits, and reducing expenses. For example, in the introduction stage strategies focus on building awareness through selective distribution and sales promotions, while in maturity the focus shifts to diversifying products and brands to maximize profits and defend market share.
Product mix and product line
This document discusses product and service strategies. It defines key terms like product mix, product line, and individual product. It describes characteristics of a product mix like width and consistency. It also covers the product life cycle concept and stages (introduction, growth, maturity, decline). Marketing strategies are outlined for each stage. Limitations of the product life cycle model are presented. Product-line and product-mix strategies like increasing or decreasing line length are introduced. Branding strategies and ethical issues in product development are also addressed.
Product Decisions
The document discusses various concepts related to product decisions and new product development, including defining the core, basic, expected, and augmented levels of a product offering. It also outlines the stages of the product life cycle and marketing strategies at different stages. Additionally, it covers frameworks for classifying products and differentiating them, as well as the process for developing new products from idea generation to commercialization.
Chapter 9 - Managing the product
This document discusses product and branding strategies. It covers the product life cycle (PLC) model which explains how market response and marketing activities change over a product's lifetime. The PLC includes introduction, growth, maturity, and decline stages. Branding is also discussed as creating relationships with customers through symbols, names, and unique identifiers for products. Strong brands have high brand equity which provides a pricing premium over generic competitors. Packaging is also mentioned as an important part of branding that protects products and communicates with customers.
product decisions
This document discusses product decisions, including the three levels of product classification. It defines products and services, and describes how consumer and industrial products are classified. Consumer products are further broken down into convenience products, shopping products, specialty products, and unsought products. The document also discusses quality dimensions for goods and services, branding decisions, packaging decisions, managing product lines, new product development strategies and processes, and the product life cycle model.
Plc
The document discusses product development and the product life cycle. It describes 7 stages of new product development: idea generation, screening, concept development and testing, marketing strategy development, business analysis, product development, and test marketing. It then outlines the typical product life cycle stages of introduction, growth, maturity, and decline. Finally, it provides strategies for marketing products at each stage of the life cycle, such as improving quality and features in growth, market and product modifications in maturity, and investment decisions in decline.
Product Life Cycle - Chapter 6
In introduction to marketing, the products or services may have its own life-cycle. It is important to know what are the stages currently for the products and services to determine the strategies that should be apply later on.
Pp&bm 2
The document discusses various aspects of product life cycle management. It defines the stages of a product life cycle as introduction, growth, maturity, and decline. It outlines the marketing implications at each stage, including sales, profits, costs, competitors, customers, and appropriate marketing strategies. The document also discusses product line extensions, line stretching and filling decisions, product deletion decisions, new product planning and development processes, and the importance of product market analysis for understanding market size, trends, opportunities, and profitability.
Product (Product Portfolio, Branding, USP, Product Depth and Breadth, Product...
Business Studies - Product
One of the 4Ps of marketing is Product, all the things you may need to know about making or having a product is explained (such as product differentiation, usp, branding, product depth and breadth, product portfolio). The product life cycle is not explained in this slide show, however there is a separate slide show for that.
4 product decisions
The document discusses the 4 main product decisions that must be made: 1) product attributes such as features, design, and quality, 2) branding as either a generic or branded product, 3) packaging and labeling to contain, protect, describe, and attract attention to the product, and 4) product support through booklets, phone numbers, websites, and repair shops. Branding involves choosing a symbol or name, building legal protection and customer loyalty, and communicating brand attributes, benefits, and values. Packaging and labeling contains and protects products while providing instructions and details about other products under the same brand.
Consumer behavior and Marketing strategy
Model of Consumer Behavior
Influencers on Consumer Behavior
Applications of consumer Behavior
Examples of marketing Strategy
Nature of Consumer Behavior
Product planning
1. The document discusses product planning and development, including classifying products, the need for innovation, and the new product development process.
2. It describes the stages of the new product development process as idea generation, screening, business analysis, prototyping, market testing, and commercialization.
3. The document also covers the adoption and diffusion process for new products, including the different categories of adopters and the stages of adoption from awareness to confirmation.
Presentation on marketing strategy new
This presentations Help the students to know about the MARKETING STRATEGIES with usage of Marketing MIX.
Product and service strategy
The document discusses strategies for product and service offerings, including modifying an organization's offering mix through additions that are consistent with existing offerings and have viable market niches. It also describes the new offering development process of idea generation, screening, business and market analysis, and commercialization. The life-cycle concept of introduction, growth, maturity, and decline is explained. Branding and positioning strategies are also summarized, along with types of brand growth strategies.
Product
The marketing mix document discusses the 7Ps framework used to develop marketing strategies and activities. It focuses on the "Product" P, explaining that the product refers to the functions, features, and branding of a good or service. It also discusses the product life cycle model, which looks at how sales and profits change over time as a product is developed, launched, grows, reaches maturity, and eventually declines. Extension strategies are discussed as ways to maintain sales in later stages by modifying the product, price, features, or target markets.
Photographic storyboard
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
Lessons learned hr - s6
The document provides an overview of key lessons learned from a course on strategic human resource management. It summarizes several linked HR processes and models like pay and benefits. It also outlines several important employment laws regarding at-will employment, ADA, FMLA, FLSA. Additionally, it discusses job analysis and design, succession planning and development, training frameworks, performance evaluations, and defined benefit retirement plans.
Lessons learned investment mgt - s4
This document provides key lessons and takeaways from an investment management course. It discusses important concepts like returns and risk, including standard deviation, Sharpe ratio, alpha, and beta. It also covers bond pricing, how various factors like coupon rate, yield to maturity, and duration impact bond prices. Additionally, it discusses bond portfolio construction and how duration and maturity impact risk.
Ogs presentation 2015
This document provides an overview of an organization that has over 70 years of history, operates in 31 countries, and has 181 thousand members. It summarizes the organization's diverse business operations, which include ethanol and sugar, chemicals and petrochemicals, oil and gas services, real estate developments, and more. The document also outlines the organization's global operations, with projects in over 30 countries across various continents, and provides a timeline of its growth and international expansion over the decades.
More Related Content
What's hot
Chapter 5 Product Strategy
Marketing (Product Strategy) - Discuss about levels of product, product classification, brand strategies, packaging and labeling of the consumer products.
2. Product & Branding Nov 2008
The marketing mix consists of 4 key elements - product, price, promotion and place. The document defines the levels of a product as the core, actual and augmented product. It explains how the product life cycle helps analyze how products emerge, grow, stabilize and decline over time through the stages of development, introduction, growth, maturity and decline. It also discusses the benefits of having a good product mix and ways to extend the life cycle of a product through various strategies.
ppt on Product positioning, product line, product line decisions
Product positioning, product line, product line decisions the various concepts of positioning strategies under product management.
Product life cycle
This document discusses the product life cycle and common strategies used at each stage. It explains that products pass through distinct introduction, growth, maturity, and decline stages. Different marketing, financial, and operational strategies are needed at each stage to achieve objectives like creating awareness, maximizing market share or profits, and reducing expenses. For example, in the introduction stage strategies focus on building awareness through selective distribution and sales promotions, while in maturity the focus shifts to diversifying products and brands to maximize profits and defend market share.
Product mix and product line
This document discusses product and service strategies. It defines key terms like product mix, product line, and individual product. It describes characteristics of a product mix like width and consistency. It also covers the product life cycle concept and stages (introduction, growth, maturity, decline). Marketing strategies are outlined for each stage. Limitations of the product life cycle model are presented. Product-line and product-mix strategies like increasing or decreasing line length are introduced. Branding strategies and ethical issues in product development are also addressed.
Product Decisions
The document discusses various concepts related to product decisions and new product development, including defining the core, basic, expected, and augmented levels of a product offering. It also outlines the stages of the product life cycle and marketing strategies at different stages. Additionally, it covers frameworks for classifying products and differentiating them, as well as the process for developing new products from idea generation to commercialization.
Chapter 9 - Managing the product
This document discusses product and branding strategies. It covers the product life cycle (PLC) model which explains how market response and marketing activities change over a product's lifetime. The PLC includes introduction, growth, maturity, and decline stages. Branding is also discussed as creating relationships with customers through symbols, names, and unique identifiers for products. Strong brands have high brand equity which provides a pricing premium over generic competitors. Packaging is also mentioned as an important part of branding that protects products and communicates with customers.
product decisions
This document discusses product decisions, including the three levels of product classification. It defines products and services, and describes how consumer and industrial products are classified. Consumer products are further broken down into convenience products, shopping products, specialty products, and unsought products. The document also discusses quality dimensions for goods and services, branding decisions, packaging decisions, managing product lines, new product development strategies and processes, and the product life cycle model.
Plc
The document discusses product development and the product life cycle. It describes 7 stages of new product development: idea generation, screening, concept development and testing, marketing strategy development, business analysis, product development, and test marketing. It then outlines the typical product life cycle stages of introduction, growth, maturity, and decline. Finally, it provides strategies for marketing products at each stage of the life cycle, such as improving quality and features in growth, market and product modifications in maturity, and investment decisions in decline.
Product Life Cycle - Chapter 6
In introduction to marketing, the products or services may have its own life-cycle. It is important to know what are the stages currently for the products and services to determine the strategies that should be apply later on.
Pp&bm 2
The document discusses various aspects of product life cycle management. It defines the stages of a product life cycle as introduction, growth, maturity, and decline. It outlines the marketing implications at each stage, including sales, profits, costs, competitors, customers, and appropriate marketing strategies. The document also discusses product line extensions, line stretching and filling decisions, product deletion decisions, new product planning and development processes, and the importance of product market analysis for understanding market size, trends, opportunities, and profitability.
Product (Product Portfolio, Branding, USP, Product Depth and Breadth, Product...
Business Studies - Product
One of the 4Ps of marketing is Product, all the things you may need to know about making or having a product is explained (such as product differentiation, usp, branding, product depth and breadth, product portfolio). The product life cycle is not explained in this slide show, however there is a separate slide show for that.
4 product decisions
The document discusses the 4 main product decisions that must be made: 1) product attributes such as features, design, and quality, 2) branding as either a generic or branded product, 3) packaging and labeling to contain, protect, describe, and attract attention to the product, and 4) product support through booklets, phone numbers, websites, and repair shops. Branding involves choosing a symbol or name, building legal protection and customer loyalty, and communicating brand attributes, benefits, and values. Packaging and labeling contains and protects products while providing instructions and details about other products under the same brand.
Consumer behavior and Marketing strategy
Model of Consumer Behavior
Influencers on Consumer Behavior
Applications of consumer Behavior
Examples of marketing Strategy
Nature of Consumer Behavior
Product planning
1. The document discusses product planning and development, including classifying products, the need for innovation, and the new product development process.
2. It describes the stages of the new product development process as idea generation, screening, business analysis, prototyping, market testing, and commercialization.
3. The document also covers the adoption and diffusion process for new products, including the different categories of adopters and the stages of adoption from awareness to confirmation.
Presentation on marketing strategy new
This presentations Help the students to know about the MARKETING STRATEGIES with usage of Marketing MIX.
Product and service strategy
The document discusses strategies for product and service offerings, including modifying an organization's offering mix through additions that are consistent with existing offerings and have viable market niches. It also describes the new offering development process of idea generation, screening, business and market analysis, and commercialization. The life-cycle concept of introduction, growth, maturity, and decline is explained. Branding and positioning strategies are also summarized, along with types of brand growth strategies.
Product
The marketing mix document discusses the 7Ps framework used to develop marketing strategies and activities. It focuses on the "Product" P, explaining that the product refers to the functions, features, and branding of a good or service. It also discusses the product life cycle model, which looks at how sales and profits change over time as a product is developed, launched, grows, reaches maturity, and eventually declines. Extension strategies are discussed as ways to maintain sales in later stages by modifying the product, price, features, or target markets.
What's hot (18)
ppt on Product positioning, product line, product line decisions
ppt on Product positioning, product line, product line decisions
Product (Product Portfolio, Branding, USP, Product Depth and Breadth, Product...
Product (Product Portfolio, Branding, USP, Product Depth and Breadth, Product...
Viewers also liked
Photographic storyboard
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
Lessons learned hr - s6
The document provides an overview of key lessons learned from a course on strategic human resource management. It summarizes several linked HR processes and models like pay and benefits. It also outlines several important employment laws regarding at-will employment, ADA, FMLA, FLSA. Additionally, it discusses job analysis and design, succession planning and development, training frameworks, performance evaluations, and defined benefit retirement plans.
Lessons learned investment mgt - s4
This document provides key lessons and takeaways from an investment management course. It discusses important concepts like returns and risk, including standard deviation, Sharpe ratio, alpha, and beta. It also covers bond pricing, how various factors like coupon rate, yield to maturity, and duration impact bond prices. Additionally, it discusses bond portfolio construction and how duration and maturity impact risk.
Ogs presentation 2015
This document provides an overview of an organization that has over 70 years of history, operates in 31 countries, and has 181 thousand members. It summarizes the organization's diverse business operations, which include ethanol and sugar, chemicals and petrochemicals, oil and gas services, real estate developments, and more. The document also outlines the organization's global operations, with projects in over 30 countries across various continents, and provides a timeline of its growth and international expansion over the decades.
Lessons learned finance - s2
The document provides key lessons and takeaways from a managerial finance course. It defines important concepts like nominal and real returns, diversifiable and non-diversifiable risk, and the capital asset pricing model (CAPM). It also outlines how to calculate bond yield, a firm's cost of capital using weighted average cost of capital (WACC), and discusses the refunding process for bonds. Other topics covered include internal rate of return (IRR), net present value (NPV), working capital, and the cash conversion cycle. Derivatives like warrants and interest rate swaps are also briefly explained.
Lessons learned management - s3
The document provides lessons learned from a course on change management, leadership, and cross-cultural management. It outlines keys to successful management including managing power, ideas, and tension. A framework is presented for assessing situations, planning work, making strategic decisions, and focusing on the right priorities. Managers are advised to develop their people, remove obstacles, and look for ways to promote employees.
Genetic Algorithm
The document discusses evolutionary algorithms and genetic algorithms. It defines evolutionary algorithms as computational models of natural selection and genetics that simulate evolution through processes of selection, mutation and reproduction to find optimal solutions to problems. Genetic algorithms are described as a class of stochastic search algorithms inspired by biological evolution that use concepts of natural selection and genetic inheritance to search for solutions. The key steps of a genetic algorithm are outlined, including initializing a population, evaluating fitness, selecting parents, performing crossover and mutation to produce offspring, and iterating over generations until a termination condition is met.
Untitled Presentation
Haiku Deck is a presentation tool that allows users to create Haiku style slideshows. The tool encourages users to get started making their own Haiku Deck presentations which can be shared on SlideShare. In just a few sentences, it pitches the idea of using Haiku Deck to easily create visual presentations.
Viewers also liked (8)
Similar to Lessons learned marketing - s2
Product Mix and Product Classification by Neeraj Bhandari ( Surkhet.Nepal )
This document provides an overview of key marketing management topics including product classification, product mix, new product development, and product life cycle. It discusses the three levels of a product - core, actual, and augmented products. It also covers product attributes, new product development process, organizing for new product development, generating and screening new product ideas, physical product development, pre-test and test marketing, stages of product life cycle, commercialization, product hierarchy, importance and role of brands, brand identity, equity and power.
Design for Production - Lecture 1
This document provides an overview of the design process, beginning with definitions of design. It then discusses each step of the design process in detail: research and analysis, planning, creation, prototyping, and production. For research and analysis, it describes analyzing the brand, target audience, competitors, problem statement, and unique selling point. It provides examples of conducting audience and competitor research. The document concludes by outlining an assessment task applying the research and analysis steps to a selected product.
Product development and life cycle strategies
This document discusses product development and the product life cycle. It begins by outlining the key topics to be covered, including the new product development process and how marketing strategies change during a product's life cycle. It then provides details on each step of new product development, from idea generation through commercialization. It also outlines the four main stages of the product life cycle - introduction, growth, maturity, and decline - and describes typical marketing strategies used during each phase.
Design for Production - Lecture 1: Research and Analysis
The document provides an overview of the design process, beginning with definitions of design. It then outlines the key stages of the design process - research and analysis, planning, creation, prototyping, and production. For research and analysis, it describes researching the brand, target audience, and competitors to define the problem statement and unique selling point. It provides examples of conducting this analysis through a group assessment task. Finally, it discusses the importance of teamwork when collaborating on design projects.
Role of advertising
The document provides an overview of key concepts related to the role of advertising in marketing. It discusses topics like the marketing process, marketing mix strategies, segmentation, targeting and positioning, branding, and the concept of added value. The marketing mix strategies section specifically focuses on the 4Ps of product, price, place (distribution), and promotion, including advertising. It emphasizes that the goal of advertising planning is to achieve the advertising objectives through an appropriate allocation of resources.
ajaykumarta-Unit 4 product & price
This document discusses product development and management. It begins by defining a product and differentiating between goods and services. It then covers topics like product differentiation, product relationships, product concepts, and new product development processes. The new product development process involves generating ideas, screening ideas, concept development, business analysis, and developing a marketing strategy. Managing a company's product mix, product lines, and portfolio are important aspects of product management.
Bsbmkg502 b – session i ib
This document discusses key concepts related to products in marketing, including the four levels of a product (core, actual, augmented, potential), different types of products (consumer goods, business goods, services), and decisions involved in developing and managing a product line and mix. It covers topics like branding, packaging, labeling, product life cycles, and how products are classified. The goal is to establish a strong understanding of products as the first "P" in the marketing mix framework.
Pp&bm 1
This document provides an overview of product policy, brand management, and related concepts. It defines product policy and explains that it covers product planning, development, line, mix, branding, positioning, and packaging. Brand management is defined as creating and sustaining a brand by defining, positioning, and delivering on brand promises. The document also discusses products and classifications of products, including consumer versus industrial products and different consumer product types. It introduces concepts like the product model, issues in product management, market segmentation, targeting, differentiation, and positioning.
Young Marketers Elite 3 - Assignment 4.1 - Đức Hiệp_Ngọc Khánh_Minh Thông
This document provides an overview of consumer and market knowledge as well as market research. It defines market research as a systematic way to collect data to solve marketing problems and help make better marketing decisions. The document then discusses the main purposes of market research including understanding the market and consumers, generating and evaluating marketing actions, and identifying opportunities and problems. It also outlines the key elements that should be included in a market research brief such as business objectives, research background, research objectives, action standards, key information needed, respondent requirements, and segment breakouts.
MARKMAG Notes for Midterms
The document discusses customer value and marketing strategies. It defines customer value as the benefits customers expect from a brand minus the costs of obtaining and using the product or service. The core benefits that contribute to customer value are the product's attributes, quality, and potential uses. Marketers can communicate these core benefits through symbols, imagery, country of origin, and appealing to customers' emotional needs. The document also outlines strategies for market penetration, development, and new product development, as well as frameworks for analyzing competition, developing marketing objectives and plans, and forecasting sales.
Product management and product life cycle
The document discusses key concepts in product management including the concept of a product, product life cycle, new product development process, branding, packaging, and labeling. It defines a product as anything that can be offered to a market for attention, acquisition, use or consumption according to Philip Kotler. It outlines the stages of the product life cycle as introduction, growth, maturity, and decline. The new product development process involves idea generation, screening, business analysis, product development, testing, and commercialization. Branding, packaging, and labeling are important elements of product strategy that help identify and differentiate products in the marketplace.
Marketing - Products and Brands
The document discusses key concepts related to products and brands. It defines a product as anything that can satisfy customer needs and emphasizes that products are central to marketing. It then outlines the main components of a product including specifications, design, functions/benefits, packaging, and product range. The document also discusses ways companies can differentiate their products from competitors through distinctive design, branding, and performance. It notes that services are often differentiated through adjustments targeting specific audiences. Finally, the importance of brands, brand extensions, brand stretching, and packaging are covered.
Marketing - Products
This document discusses products and product management. It covers key topics such as:
1) The definition of a product and its importance in the marketing mix. Products are at the core of marketing and satisfy customer needs.
2) Product differentiation and the product life cycle. Businesses must differentiate their products and manage them over different stages of the life cycle.
3) Product portfolio management tools like the Boston Matrix which categorize products based on their market share and market growth to help analyze a company's portfolio.
Retail brand design_proposal
design report for a collaboration project on retail brand experience.
Project is done by students Chow Tim Shing, Leung Man Ho, Mangus Kwan,
Kwong Wing Yan and Mak Chi Ching of HD in Visual Communication, Hong Kong Design Institute
Marketing Research and Advertising Campaigns
This document discusses marketing research and advertising campaigns for design projects. It explains that marketing research involves defining problems, seeking insights, and choosing solutions by studying brands, customers, competitors and problem statements. This helps inform the creative strategy and production of advertising campaigns. The document provides examples and outlines tasks for students to conduct marketing research on a product, including analyzing the brand, target audience, competitors, developing a creative strategy and media plan for a print advertising campaign.
own_brand_buying-1
The document discusses retailer own brands, including defining own brands, different types of own brands, the development process of own brands from concept to commercialization, and strategies for a successful own brand program. Key points covered include distinguishing between manufacturer and retailer brands, different versions or "species" of retailer own brands, and the phases involved in developing a new own brand product from identifying opportunities to evaluating performance.
Unit 6 designing & sustaining branding strategies - MBA SEM 3rd
The document discusses branding strategies and brand architecture. It defines key terms like branding strategy, brand portfolio, brand hierarchy, and different levels within a brand hierarchy like corporate brands, family brands, and individual brands. It provides guidelines for designing an effective brand portfolio and hierarchy, including keeping it simple, ensuring clarity and relevance, and differentiating brands. The roles of corporate branding, cause marketing, and crisis marketing are also summarized.
Module 2 (1).pptx
The document provides information on product mix, product line, product life cycle, branding, and marketing strategies at different stages of the product life cycle. It defines a product mix as the set of all product lines and items offered by a seller. A product line refers to a unique product category or brand offered that are closely related. The four stages of a product's life cycle are introduction, growth, maturity, and decline. Marketing strategies vary at each stage, from promotion to raise awareness in introduction to price cuts in decline. Branding helps create consumer preference and loyalty for a product.
Saratoga marketing talk
This document provides information on marketing a product. It discusses defining the customer need, going through the marketing cycle of delivering the product and communications, and checking customer satisfaction. It also outlines three generic marketing strategies - cost leadership, differentiation, and focus or niche strategy. The fundamentals of marketing - the six P's of product, place, price, promotion, people and producer - are explained. The document stresses the importance of understanding customers, competitors and production potential when developing an effective marketing strategy.
Glass Skin Research for the skincare conductivity
1. The new product development process involves 5 stages: concept development, market research/concept testing, business analysis & marketing strategy, product development & testing, and product launch.
2. Concept development establishes the product concept, target customers, value propositions, and branding elements.
3. Market research validates the product concepts with consumers and finalizes the concept. It also evaluates consumers' skin care needs, behaviors, and opinions on active ingredients.
4. If the business plan is attractive, product development creates the finished product and tests it with users before launch.
Similar to Lessons learned marketing - s2 (20)
Product Mix and Product Classification by Neeraj Bhandari ( Surkhet.Nepal )
Product Mix and Product Classification by Neeraj Bhandari ( Surkhet.Nepal )
Design for Production - Lecture 1: Research and Analysis
Design for Production - Lecture 1: Research and Analysis
Young Marketers Elite 3 - Assignment 4.1 - Đức Hiệp_Ngọc Khánh_Minh Thông
Young Marketers Elite 3 - Assignment 4.1 - Đức Hiệp_Ngọc Khánh_Minh Thông
Unit 6 designing & sustaining branding strategies - MBA SEM 3rd
Unit 6 designing & sustaining branding strategies - MBA SEM 3rd
More from Matt Crane
50pct alpha xavier saa s aggressive growth fund project - prospectus pitch
The document describes the 50% α SaaS Growth Fund managed by CKM Capital Management, which focuses on investing in pre and post-IPO Software as a Service companies for capital appreciation. The fund has $122.4 million in assets as of July 2011, benchmarks its performance against the S&P 500 and S&P Software ETF Index, and the managers plan to revise the selection and allocation processes to focus on companies with stronger short and long-term prospects.
Lessons learned portfolio and hedge fund constr
This document contains summaries of 10 equity screening criteria presented in a course on portfolio and hedge fund construction. Each screening criteria is presented in 1-3 bullet points outlining the key metrics and thresholds used to identify potential investment opportunities. The document also provides brief instructions on how to create an equity fund and analyze its performance in Bloomberg.
Lessons learned supply chain - s3
This document provides a summary of key lessons and concepts from a course on supply chain and operations management. It covers topics such as core competencies, order qualifiers and winners, types of manufacturing processes, optimization of operations, process variation, supply chain management, lean principles, production planning, and purchasing best practices. The document is intended as a "cheat sheet" for the author to reference important concepts from the course in current and future roles.
Lessons learned strategy - s4
The document discusses key lessons learned from a business strategy course. It presents a strategy framework that includes context, strategy, action, and results. For context, it examines the broad environment, industry, and firm. For strategy, it considers ends like mission and vision, and means like capabilities and value proposition. Actions are required to carry out the strategy. Results from each action should be monitored and fed back into future strategic work.
Lessons learned mis - s5
This document provides key takeaways from a course on managing information technology in the digital enterprise. It outlines that organizations should invest in four main areas of information technology: infrastructure and operations, existing systems, emerging technologies, and strategic projects. However, the notes are a draft and not intended as a full outline of the course material.
Lessons learned econ - s1
1) The document discusses key lessons learned from a microeconomics course including factors that influence firm boundaries such as economies of scope and scale.
2) It also covers market structures like monopoly, perfect competition, and oligopoly. Metrics for measuring market concentration include the Herfindahl index.
3) Porter's Five Forces framework and value chain are presented for industry analysis.
Lessons learned corporate finance - s5
1) The document outlines key lessons learned from a corporate finance course, including that companies should choose projects and capital structures that maximize shareholder value.
2) Capital budgeting involves finding and analyzing long-term investment projects using techniques like payback period, NPV, and IRR to select projects that maximize shareholder value.
3) When raising external equity or debt, companies should consider the various financing options and terms to minimize their overall cost of capital.
Lessons learned accounting - s1
This document summarizes key lessons learned from an accounting course for managers. It covers topics like economic profit, business continuity planning, important financial ratios to analyze companies, understanding different types of costs, and how to properly allocate indirect costs. The summaries are meant as a high-level "cheat sheet" to help with current and future roles.
More from Matt Crane (8)
50pct alpha xavier saa s aggressive growth fund project - prospectus pitch
50pct alpha xavier saa s aggressive growth fund project - prospectus pitch
Lessons learned marketing - s2
- 1. Lessons Learned Marketing
- 2. Disclaimer This is not intended to be a condensed outline of the course, but simply what I took as key takeaways. In some courses there are many areas discussed that aren’t contained in these slides, as they are items I was already familiar with and didn’t feel the need to document or felt they wouldn’t be useful to me in my current career. I think of these as my “cheat sheet” of material that can help me in my current & future roles and are DRAFT…like Google’s Beta are subject to change – Matt Crane McCarthy, Michael. (2010). Course presented on Marketing Management. Miami University, Oxford & Cincinnati, OH.
- 3. Products & Services • Product Mix: collection of products marketed by company. Characterized by: – Width (# of product lines or categories) – Depth (variations of each product line) • Product Category is broad categorization of product offering • Consumer Need: covers categories (usually) • Product Design: Point of Difference (POD)
- 4. Products • Packaging: – Related to design – Identifies brand, reinforces equity, communicates key POD’s – Product protection in transit and later storage – Don’t forget “unveiling” experience • New Product Development – Completely New (e.g. Swiffer) – New Line (brand extension – Toll House Dough) – Addition to Line (e.g. Febreeze candles) – New use (e.g. WD-40 for cleaning)
- 5. Development Phases 1. Idea Generation 2. Idea Screening (identify fit) 3. Concept Development & Testing (idea into concept) 4. Marketing Strategy Development (4P) • Product • Price • Promotion • Place 5. Business/Financial Analysis 6. Product Development 7. Market Testing 8. Commercialization
- 6. Branding • Brand Positioning: – Who Brand competes with (Competitive Set) – How is Brand similar (Points-of-Parity – POP) • Must-have’s in order to even participate – How is Brand different (Points-of-Difference – POD) • Sets your brand apart • Should be: – Strong – Unique – Favorable – Relevent • Usually today’s POD’s become POP’s later
- 7. Product Distribution • Retailing: – Trade promotions: price reductions or free products for retailers – Slotting allowance: paying for shelf space • Channel conflict solutions: – Product differentiation by channel
- 8. Brand Imagery • Aaker – what is brand’s image and feelings associated with that brand
- 9. Market Research – Buyer Perspective • Define research objectives – What issues/questions need to be answered • Develop research plan – What data types are needed and methods to get data – Exploratory (Qualitative) – looking to reveal an insight – Confirmatory (Quantitative) – testing a hypothesis • Collect data – Primary (collect yourself) or Secondary (already exists) • Analyze data • Use findings • Make decision