Productforclass

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Productforclass

  1. 1. Product StrategyChapters 9 & 10
  2. 2. Consumer ProductsClassificationsConvenience ProductsShopping ProductsSpecialty ProductsUnsought Products
  3. 3. Convenience ProductsPurchased routinely with little or nothought.
  4. 4. Shopping ProductsConsumer will compare Price &/orQuality.
  5. 5. Specialty ProductsConsumers will make extra purchaseeffort.
  6. 6. Unsought ProductsConsumers are not looking topurchase or will postpone thepurchase.
  7. 7. Product Strategy DecisionsBrandingPackaging & LabelingWarranties & Service GuaranteesProduct Life Cycle
  8. 8. Branding StrategyAdvantages of Brand Names To the buyers To the sellersBrand Equity
  9. 9. Major Branding DecisionsBrand Selection Brand Name (vocal) Brand Mark (visual)Protection Trademark Licensing
  10. 10. Trademarks
  11. 11. Major Branding DecisionsBrand Sponsor Manufacturer Brand (a.k.a. National Brand) Dealer Brand (a.k.a. Store Brand, PrivateBrand, Private Label)Product Line Extensions Individual Brand Strategy Family Brand Strategy
  12. 12. Packaging & LabelingProtectionPromotion
  13. 13. Packaging & LabelingImprovementsProtection Tamper-resistant Child-resistant FDA Food Labeling LawsPromotion Freshness Dating Recycling Microwave Packaging Easy-to-Open
  14. 14. Warranties & Service GuaranteesCompetitive AdvantageClear and definite language
  15. 15. The Marketing of ServicesIntangible activity or benefitoffered for sale.A purchase does not result in theownership of anything.
  16. 16. Characteristics of ServicesIntangible Cannot be perceived by the senses beforepurchasePerishable Cannot be stored for later sale or useImpact of the Service Provider Quality depends on who provides theservice and when, where and how
  17. 17. How is Product Strategyaffected by changes in themarketing environment ?
  18. 18. Product Life Cycle

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