Part four : Product Strategy

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Part four Product Strategy

• ( Chapter9-Charpter10)

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• What Is Product? (P.276)
• ProductAnything that can be offered to a market
  for attention,acquisition,use,or consumption that
  might satisfy a wants and needs .
• Service Any activity or benefit that one party
  can offer to another that is essentially
  intangible and does not result in the ownership
  of anything.

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• Tree Lever of Product (P.279)
• 
  
• 
  Augmented
  product
• 
  Actual product
• 
  Core product

Installation
Packaging
Brand name
Features
Core benefit
Delivery and credit
After sale service
Quality lever
Design
Warranty
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Potential product
Augmented product
Expected product

Basic product
Core benefit
Five product levels
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Product Classification (P.280)

• Consumer Products

Industrial Products
Materials and parts
Convenience Products
Shopping Products
Capital items
Specialty products
Unsought products
Supplies and services
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Individual Product Decisions (P.283)

Product attributes
Branding
Packaging
Labeling
Product support services
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• Product Attributes (P.284)
  

Product quality
Product attributes
Product features
Product Style Design
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• Product line Product Mix Decisions
• Product line (P.289)
• A group of products that are closely
  related because they function in a similar
  manner,are sold to the same customer groups, are
  marketed through the same types of outlets, or
  fall within given price ranges.
• Product mix (P.290)
• the set of all product lines and items
  that a particular seller offers for sale.

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• Product mix matrix

Product Items (depth)
Product Line A
A1 A2 A3
Product Line B
B1 B2 B3 B4 B5
C1 C2
Product Line C
(width)
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• Branding (P.285)
• Brand A name ,term,sign,symbol,or design,or a
  combination of these intended to identify the
  goods or services of sellers ,and to
  differentiate them from those of competitors.

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• Branding

Attributes
The meaning of brand
Personality
Benefits
Values
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• Major branding decisions (P.292)

Brand development
Brand sponsorship
Brand name selection
Brand positioning
Line extensions Brand extensions Multi
brand New brand
Manufacturers Brand Private brand Licensing Co
-branding
Manufacturers Brand Private brand Licensing Co
-branding
Attributes Benefits Beliefs and values
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• Brand Sponsor (P.293)
• Manufacturers brand(Natio0nal brand)
• A brand created and owned by the
  producer of a product or service .
• Private brand (or middleman,distributor,or
• store brand)
• A brand created and owned by a reseller
  of a product or service.

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• Brand Sponsor (P.294-295)
• Licensing to be licensed brand previously
  created by other manufacturers or the well-known
  names and symbols owner.
• Co-brand the practice of using the established
  brand names of tow different companies on the
  same product.

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• Brand Strategy(P.296)
• 
  Product Category
• 
  Existing New
• Existing
• Brand
• name
• New

Line extension
Brand extension
New brand
Multi-brands
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• Services marketing
• Characteristics of a service (P.299)

Intangibility(???) Services cannot be
seen, tasted, felt, heard or smelled before
purchase
Inseparability(????) Services cannot
be separated from their providers
Services
Variability(???) Quality of service
depends on who provides them and When,where ,and
how.
Perishability(???) Services cannot be
stored For later sales or use.
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• Service marketing strategies mix

Product strategy
Pricing strategy
Placing strategy
Promotion strategy
People
Physical evidence
Process
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• Types of marketing in service industries

Company
Internal marketing
External marketing
Customers
Employees
Interactive marketing
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The New-product Development Process (316)
Marketing Strategy develop- ment
Idea Generation
Concept Development and Testing

Idea Screening
Test marketing
Business Analysis
Commer- cialization
Product Development
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• Major Idea Resources

Internal Sources
Competitors
Customers
Distributors Others
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• Product Life Cycle (P.330)
• Sales
• Profit
• 
  Sales
• 
  Profit
• Product
• Development Introduction Growth Maturity
  Decline

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• The Strategies in The Product Life Cycle
• Introduction Stage

High price
Low promotion
High promotion
Low price
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• The Strategies in The Product Life Cycle
• Growth Stage

High current profit
High market share
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• The Strategies in The Product Life Cycle
• Maturity Stage

Modifying the Market
Modifying the Product
Modifying the Marketing Mix
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• The Strategies in The Product Life Cycle
• Decline Stage

Maintain
Harvest
Drop
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