Product
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This document discusses the key aspects of marketing known as the 4 P's: product, place, price, and promotion. For product, it highlights qualities like features, benefits, design, and differentiation from competitors. Place refers to distribution channels like direct or indirect sales. Pricing involves setting a price based on costs and desired profit margin. Promotion is about communicating the product's benefits to the target market through various promotional activities.
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The document discusses creating a unique selling proposition (USP) to differentiate a product or service from competitors. A USP identifies the real or perceived benefit that gives customers a reason to choose one brand over others. Developing an effective USP involves understanding customers' needs and how the product or service can better meet those needs compared to alternatives. The USP should be clearly stated, distinguish the brand, quantify benefits, and educate customers on what makes the offering unique.
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Serious About Business Workshop 1 covering branding and social media. Serious About Business is a 4 week workshop hosted in Southend on Sea that focuses on digital marketing strategies and how you can implement the basics to move your company to the next level.
How to launch a product
The document outlines three phases for launching a new product: market research, pre-launch, and launch. Market research involves understanding customer needs, positioning the product against competitors, determining an appropriate price based on quality, and analyzing competitors' strengths and weaknesses. The pre-launch phase includes advertising the upcoming product, online marketing, choosing an optimal launch time, and selecting a suitable product name. Finally, during the launch phase companies should contact distributors, consider the level of risk, and obtain feedback on social media to evaluate the product's reception.
Product positioning
The document discusses product positioning, including defining the relevant market and attributes, collecting customer perceptions, and determining a product's position relative to competitors and customers' preferred attributes. There are two main types of positioning: competition-based, which distinguishes a product from category members; and image-based/goal-based, which associates a brand with satisfying goals/needs. Tips for positioning include having a unique selling proposition, using bold guarantees to differentiate, bundling complimentary products to offer value, and clearly educating customers.
products, services & brands
The document discusses different levels of products, types of consumer and industrial products, and key decisions in developing products. It defines three levels of a product: the core product which addresses the core customer benefit, the actual product which delivers the core benefit, and the augmented product which provides additional services. Consumer products are classified into convenience products, shopping products, specialty products, and unsought products. Industrial products include materials and parts, capital items, and supplies and services. The document also outlines important product development decisions around attributes, branding, packaging, labeling, and support services.
Product management
The document discusses the concept of products. It defines a product as anything that can be offered to satisfy a want or need, including physical goods, services, ideas, and experiences. It then discusses the meaning, features, levels, and classification of products. It also defines services and discusses the nature and characteristics of services. Finally, it discusses concepts like product mix decisions, product line appraisal, and the product-service continuum.
Product positioning
The document discusses product positioning and how it is defined as the perceived image of a product in the customer's mind based on criteria important to them. It states that effective positioning creates a meaningful, believable and different personality for a product. Key aspects of positioning discussed include developing differentiators that are important to customers, communicating positioning through marketing mix elements, and ensuring consistency in messaging over time. The document emphasizes the importance of understanding customer perceptions and ideal positioning in order to develop and communicate an effective product position.
Products, Services and Brands
This document defines key concepts around products, services, and branding strategies. It discusses that products can include tangible goods as well as services, experiences, organizations and ideas. Services are intangible activities or benefits offered for sale. Products and services can be classified as consumer, industrial, or unsought. Branding strategies aim to build strong brands by differentiating products from competitors through names, packaging, labeling and quality. Product lines and mixes are determined based on relatedness, width, depth, length and consistency.
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The document discusses creating a unique selling proposition (USP) to differentiate a product or service from competitors. A USP identifies the real or perceived benefit that gives customers a reason to choose one brand over others. Developing an effective USP involves understanding customers' needs and how the product or service can better meet those needs compared to alternatives. The USP should be clearly stated, distinguish the brand, quantify benefits, and educate customers on what makes the offering unique.
Serious about business workshop 1 pdf
Serious About Business Workshop 1 covering branding and social media. Serious About Business is a 4 week workshop hosted in Southend on Sea that focuses on digital marketing strategies and how you can implement the basics to move your company to the next level.
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The document outlines three phases for launching a new product: market research, pre-launch, and launch. Market research involves understanding customer needs, positioning the product against competitors, determining an appropriate price based on quality, and analyzing competitors' strengths and weaknesses. The pre-launch phase includes advertising the upcoming product, online marketing, choosing an optimal launch time, and selecting a suitable product name. Finally, during the launch phase companies should contact distributors, consider the level of risk, and obtain feedback on social media to evaluate the product's reception.
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The document discusses product positioning, including defining the relevant market and attributes, collecting customer perceptions, and determining a product's position relative to competitors and customers' preferred attributes. There are two main types of positioning: competition-based, which distinguishes a product from category members; and image-based/goal-based, which associates a brand with satisfying goals/needs. Tips for positioning include having a unique selling proposition, using bold guarantees to differentiate, bundling complimentary products to offer value, and clearly educating customers.
products, services & brands
The document discusses different levels of products, types of consumer and industrial products, and key decisions in developing products. It defines three levels of a product: the core product which addresses the core customer benefit, the actual product which delivers the core benefit, and the augmented product which provides additional services. Consumer products are classified into convenience products, shopping products, specialty products, and unsought products. Industrial products include materials and parts, capital items, and supplies and services. The document also outlines important product development decisions around attributes, branding, packaging, labeling, and support services.
Product management
The document discusses the concept of products. It defines a product as anything that can be offered to satisfy a want or need, including physical goods, services, ideas, and experiences. It then discusses the meaning, features, levels, and classification of products. It also defines services and discusses the nature and characteristics of services. Finally, it discusses concepts like product mix decisions, product line appraisal, and the product-service continuum.
Product positioning
The document discusses product positioning and how it is defined as the perceived image of a product in the customer's mind based on criteria important to them. It states that effective positioning creates a meaningful, believable and different personality for a product. Key aspects of positioning discussed include developing differentiators that are important to customers, communicating positioning through marketing mix elements, and ensuring consistency in messaging over time. The document emphasizes the importance of understanding customer perceptions and ideal positioning in order to develop and communicate an effective product position.
Products, Services and Brands
This document defines key concepts around products, services, and branding strategies. It discusses that products can include tangible goods as well as services, experiences, organizations and ideas. Services are intangible activities or benefits offered for sale. Products and services can be classified as consumer, industrial, or unsought. Branding strategies aim to build strong brands by differentiating products from competitors through names, packaging, labeling and quality. Product lines and mixes are determined based on relatedness, width, depth, length and consistency.
Resources vp
The value proposition summarizes why prospects should buy a company's products and services. It should articulate the company's specialty, describe distinguishing factors, and be memorable. When creating a value proposition, focus on answering four key questions: (1) What is the company selling? (2) What benefit does the product or service provide? (3) Who is the target customer? (4) What makes the offering unique compared to competitors? Answering these questions helps form a strong, clear value proposition.
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Product positioning, product line, product line decisions the various concepts of positioning strategies under product management.
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The document discusses the key concepts of marketing, including the marketing mix (product, price, place, promotion), relationship marketing, and consultative selling. It defines marketing as activities that create and deliver value for customers. Relationship marketing aims to establish long-term collaborative relationships with major customers through continuous engagement. Consultative selling helps customers achieve goals through sharing information and jointly working toward common objectives.
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The document provides an overview of key concepts related to products, services, and brands. It discusses what defines a product, different types of product and service classifications, decisions involved in developing products and services, and strategies for building strong brands. It also covers topics like services marketing, the service-profit chain, and strategies for differentiating services.
Marketing mix product
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This document discusses product positioning strategies. It emphasizes determining a unique value proposition or positioning before product development. Case studies demonstrate finding differentiators that competitors lack and that prospects value. Lessons include positioning based on prospect needs rather than features, leveraging strengths of a product family, and finding subtle gaps competitors don't address to de-position them. The goal is developing a clear positioning strategy and unique value proposition to promote.
Product strategies[1]
This document discusses key concepts related to product strategy and branding. It defines a product as anything offered in a market to satisfy a want or need, whether tangible or intangible. Products go through a life cycle of introduction, growth, maturity, and decline. A company's marketing strategy should evolve through these stages. Branding adds value by differentiating a product, building loyalty, and extending the life cycle. The 4Ps of marketing, especially product, packaging, and branding, are core elements of a product strategy.
Chapter 12 Setting Product Strategy By Kotler
This document discusses product strategy and defines key concepts related to products. It covers what constitutes a product, different levels and classifications of products, ways to differentiate products, and strategies for pricing product lines and mixes. Product packaging, labeling, warranties, and guarantees are also addressed. The key points are that a product satisfies customer needs; products can be classified based on tangibility, durability, and other attributes; and differentiation, pricing, and packaging/labeling strategies influence a product's market offering and attractiveness.
Setting Product Strategy / Marketing Management By kotler Keller
This document discusses marketing management tasks and product characteristics including product classifications and differentiation. It provides details on five levels of a market offering including the core benefit, basic product, expected product, augmented product, and potential product. It also describes how products are classified based on durability, tangibility, use for consumers or industrial purposes. Lastly, it outlines various ways products and services can be differentiated such as through form, features, customization, quality levels, style, and services.
Unit1 marketing mix product
The document discusses different types of products including consumer products, business products, and the product life cycle. It defines formal, core, and augmented products. It describes the four stages of the product life cycle as introduction, growth, maturity, and decline. It also discusses different categories of product adopters and the new product development process.
Brand building
This document discusses brand building and the key aspects involved. It notes that brand building involves nurturing a brand through activities after its launch to generate ongoing cash flow. The process includes using advertising to help define the brand in consumers' minds. Brand equity refers to the value and benefits consumers associate with a brand name. Powerful brands have distinctive products that deliver on brand promises and meet evolving customer needs through creativity and compelling advertising. Choosing an effective brand name and ambassador are important for creating rich brand associations that meet and exceed customer expectations.
Product Concept
- A product concept is an idea for a new product that includes its form, the technology behind it, and the customer benefit it provides. All three elements are needed for a viable product concept.
- There are two main approaches to generating product concepts: gathering existing ideas from sources like customers, employees, and vendors, or using a managed process run by a new products team.
- The best way to develop a product concept is to start with identifying a customer benefit and need, then developing the technology to enable it, and finally determining the product form. This helps ensure the concept actually solves a problem for customers.
Chapter 5 product life cycle downloaded one
This document discusses key concepts related to product management. It covers:
1. The definition of a product and the various levels of a product from core benefit to augmented product.
2. Classifications of products as consumer, industrial, or other types.
3. The five stages of the product life cycle from introduction to decline and strategies used at each stage.
4. The process of new product development from idea generation to commercialization.
5. Decisions regarding a company's product line including length, depth, and consistency of the product mix.
6. The concept of a brand as differentiated from a product and important branding decisions.
Product, Services, and Brands - Building Customer Value - Marketing
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A Product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a need or want
Experiences represent what buying the product or service will do for the customer
4P's of Marketing
This slide shows the 4P's of marketing with reference to Cadbury. The marketing mix has been explained with the animation of product, price, place and promotion.
Marketing mix p’s of marketing
This document provides an overview of the marketing mix, also known as the 4 P's of marketing - product, price, place, and promotion. It defines each P and gives examples. Product refers to the actual goods or services being offered and includes attributes like design, quality, and branding. Price is what is charged for the product and considers factors like costs, demand, and competitors. Place is where and how the product will be distributed and sold, either directly or indirectly through channels. Promotion covers advertising, public relations, and other activities to make customers aware of the product and build its brand. The 4 P's work together as part of an integrated marketing strategy to maximize effectiveness.
Module 6 the marketing mix
This module examines the 'marketing mix' concept which deals with marketing side of starting up your business.
Module 6 the marketing mix
The aim of this module is to emphasise the importance of marketing in relation to your business idea. In regards to marketing this course looks at; what is marketing, the four P's of marketing and also it explores the idea of marketing through social media and how to ensure you are maximising its effectiveness.
Marketing
The document discusses marketing strategies and the marketing mix. It defines marketing as satisfying customer needs better than competitors. The marketing mix has four Ps - product, price, place, and promotion. It provides questions to consider for each P to ensure the right product is available at the right price and location and promoted effectively. Target marketing involves focusing on specific customer segments. The document then covers product, pricing, positioning, and promotion strategies to reach target customers.
1a. the 4 ps of marketing
The 4 P's of Marketing refers to the four elements that make up a marketing mix - Product, Price, Place, and Promotion. All four elements are essential to the success of a marketing plan. The Product element refers to the benefits, quality, features, design, and packaging of a product. Price considers the costs to produce and market a product as well as different pricing strategies. Place is about how and where a product will be distributed and sold. Promotion covers the various ways of communicating the benefits of a product to the target market, such as advertising, public relations, and word-of-mouth marketing. An effective marketing mix balances each of the 4 P's to best reach the target market.
The Marketing Communication MIX | August 2017
Presentation presented by Hany Sewilam AbdelHamid @Dubai Media City - Arab Business Conference - August 2017 about the marketing communication mix between the USP & 4Ps
Introduction to marketing
Marketing involves anticipating customer needs and directing the flow of goods from producers to consumers. It is the business function that interprets customer needs and conveys the value of products and services to the rest of the organization. Marketing identifies unfulfilled customer needs and desires and measures the potential market and profitability. It determines which customer segments the company can best serve.
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Resources vp
The value proposition summarizes why prospects should buy a company's products and services. It should articulate the company's specialty, describe distinguishing factors, and be memorable. When creating a value proposition, focus on answering four key questions: (1) What is the company selling? (2) What benefit does the product or service provide? (3) Who is the target customer? (4) What makes the offering unique compared to competitors? Answering these questions helps form a strong, clear value proposition.
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.
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The document discusses the key concepts of marketing, including the marketing mix (product, price, place, promotion), relationship marketing, and consultative selling. It defines marketing as activities that create and deliver value for customers. Relationship marketing aims to establish long-term collaborative relationships with major customers through continuous engagement. Consultative selling helps customers achieve goals through sharing information and jointly working toward common objectives.
Module 5 product and service marketing
The document provides an overview of key concepts related to products, services, and brands. It discusses what defines a product, different types of product and service classifications, decisions involved in developing products and services, and strategies for building strong brands. It also covers topics like services marketing, the service-profit chain, and strategies for differentiating services.
Marketing mix product
Marketing mix is one of the major concepts in modern marketing. It is the combination of various elements which constitutes the company’s marketing system. It is set of controllable marketing variables that the firm blends to produce the response it wants in the target market.
Chanimal Positioning Process Rev2
This document discusses product positioning strategies. It emphasizes determining a unique value proposition or positioning before product development. Case studies demonstrate finding differentiators that competitors lack and that prospects value. Lessons include positioning based on prospect needs rather than features, leveraging strengths of a product family, and finding subtle gaps competitors don't address to de-position them. The goal is developing a clear positioning strategy and unique value proposition to promote.
Product strategies[1]
This document discusses key concepts related to product strategy and branding. It defines a product as anything offered in a market to satisfy a want or need, whether tangible or intangible. Products go through a life cycle of introduction, growth, maturity, and decline. A company's marketing strategy should evolve through these stages. Branding adds value by differentiating a product, building loyalty, and extending the life cycle. The 4Ps of marketing, especially product, packaging, and branding, are core elements of a product strategy.
Chapter 12 Setting Product Strategy By Kotler
This document discusses product strategy and defines key concepts related to products. It covers what constitutes a product, different levels and classifications of products, ways to differentiate products, and strategies for pricing product lines and mixes. Product packaging, labeling, warranties, and guarantees are also addressed. The key points are that a product satisfies customer needs; products can be classified based on tangibility, durability, and other attributes; and differentiation, pricing, and packaging/labeling strategies influence a product's market offering and attractiveness.
Setting Product Strategy / Marketing Management By kotler Keller
This document discusses marketing management tasks and product characteristics including product classifications and differentiation. It provides details on five levels of a market offering including the core benefit, basic product, expected product, augmented product, and potential product. It also describes how products are classified based on durability, tangibility, use for consumers or industrial purposes. Lastly, it outlines various ways products and services can be differentiated such as through form, features, customization, quality levels, style, and services.
Unit1 marketing mix product
The document discusses different types of products including consumer products, business products, and the product life cycle. It defines formal, core, and augmented products. It describes the four stages of the product life cycle as introduction, growth, maturity, and decline. It also discusses different categories of product adopters and the new product development process.
Brand building
This document discusses brand building and the key aspects involved. It notes that brand building involves nurturing a brand through activities after its launch to generate ongoing cash flow. The process includes using advertising to help define the brand in consumers' minds. Brand equity refers to the value and benefits consumers associate with a brand name. Powerful brands have distinctive products that deliver on brand promises and meet evolving customer needs through creativity and compelling advertising. Choosing an effective brand name and ambassador are important for creating rich brand associations that meet and exceed customer expectations.
Product Concept
- A product concept is an idea for a new product that includes its form, the technology behind it, and the customer benefit it provides. All three elements are needed for a viable product concept.
- There are two main approaches to generating product concepts: gathering existing ideas from sources like customers, employees, and vendors, or using a managed process run by a new products team.
- The best way to develop a product concept is to start with identifying a customer benefit and need, then developing the technology to enable it, and finally determining the product form. This helps ensure the concept actually solves a problem for customers.
Chapter 5 product life cycle downloaded one
This document discusses key concepts related to product management. It covers:
1. The definition of a product and the various levels of a product from core benefit to augmented product.
2. Classifications of products as consumer, industrial, or other types.
3. The five stages of the product life cycle from introduction to decline and strategies used at each stage.
4. The process of new product development from idea generation to commercialization.
5. Decisions regarding a company's product line including length, depth, and consistency of the product mix.
6. The concept of a brand as differentiated from a product and important branding decisions.
Product, Services, and Brands - Building Customer Value - Marketing
What Is a Product?
Product and Services Decisions
Branding Strategy: Building Strong Brands
Services Marketing
A Product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a need or want
Experiences represent what buying the product or service will do for the customer
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ppt on Product positioning, product line, product line decisions
ppt on Product positioning, product line, product line decisions
Setting Product Strategy / Marketing Management By kotler Keller
Setting Product Strategy / Marketing Management By kotler Keller
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This document provides an overview of the marketing mix, also known as the 4 P's of marketing - product, price, place, and promotion. It defines each P and gives examples. Product refers to the actual goods or services being offered and includes attributes like design, quality, and branding. Price is what is charged for the product and considers factors like costs, demand, and competitors. Place is where and how the product will be distributed and sold, either directly or indirectly through channels. Promotion covers advertising, public relations, and other activities to make customers aware of the product and build its brand. The 4 P's work together as part of an integrated marketing strategy to maximize effectiveness.
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The 4 P's of Marketing refers to the four elements that make up a marketing mix - Product, Price, Place, and Promotion. All four elements are essential to the success of a marketing plan. The Product element refers to the benefits, quality, features, design, and packaging of a product. Price considers the costs to produce and market a product as well as different pricing strategies. Place is about how and where a product will be distributed and sold. Promotion covers the various ways of communicating the benefits of a product to the target market, such as advertising, public relations, and word-of-mouth marketing. An effective marketing mix balances each of the 4 P's to best reach the target market.
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Marketing involves anticipating customer needs and directing the flow of goods from producers to consumers. It is the business function that interprets customer needs and conveys the value of products and services to the rest of the organization. Marketing identifies unfulfilled customer needs and desires and measures the potential market and profitability. It determines which customer segments the company can best serve.
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The document discusses the 4 P's of marketing - product, price, place, and promotion. It explains that these 4 elements make up the marketing mix and are essential to a marketing plan's success. Product refers to the benefits, quality, features, design, and packaging of a product or service. Price considers costs and profit margins as well as different pricing strategies. Place is about how and where a product will be distributed and sold. Promotion encompasses advertising, public relations, and other ways of communicating the benefits of a product or service to customers. An example activity ranks the importance of each P for different businesses.
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Product
- 4. PRODUCT ●Refers to the benefits of buying a product –What need does the service/product fulfil –Quality •Some people really want quality (Ferrarri) •Features •How will your product/service differ from the competition •What will you do differently? –Design •How is it going to look? •Consumers often will purchase because “it looks cool”
- 5. Place Simply refers to how & where you are going to sell the product to the consumer Direct Distribution – selling your product directly to the consumer Indirect Distribution – sold through a 3rd party
- 6. Price Marketing is responsible for establishing the price of their service/product Must consider the costs of all the inputs (materials, labour, etc) Mark-up Price – How much profit do you want to make on every product/customer
- 7. Promotion A successful product or service means nothing unless the benefit of that product/service can be communicated to theTarget Market There are many ways to get the “word out”
- 8. ThankYou