第六章 产品策略

.,.,.,Marketersmust:Planpositionstogivetheirproductsthegreatestadvantageinselectedtargetmarkets.针对目标市场选择合适的定位Designmarketingmixestocreatetheseplannedpositions.针对此定位设计营销组合方案,.,MarketingProgram,TheFourPComponentsoftheMarketingMix,.,Productisakeyelementinthemarketoffering产品是营销组合的关键要素,Marketingprogrambeginswithproductstrategy产品策略是营销组合策略的起点,.,第六章产品策略,Chapter6productstrategy,.,Contentstobecoveredtoday学习内容,theconceptofproductandproductlevel产品和产品分层的概念LectureExerciseCasestudy,.,Whatisaproduct,维基百科：产品(Product)是用来满足人们需求和欲望的物体或无形的载体。产品是“一组将输入转化为输出的相互关联或相互作用的活动”的结果，即“过程”的结果在经济领域中，通常也可理解为组织制造的任何制品或制品的组合。马克佩里博士在总结若干学者的观点之后认为，产品属性包括内在、外在、表现和抽象四项内容。中华人民共和国质量法，服务、软件、硬件和流程性材料,.,1WhatisaProduct?,Anythingthatcanbeofferedtoamarketforattention,acquisition,use,orconsumptionandthatmightsatisfyawantorneed.产品是指能够提供给市场从而引起人们注意，供人取得使用或消费，并能够满足某种欲望或需要的任何东西。,Includes:physicalobjects实物,services服务,events事件,persons人员,places区位,organizations组织,ideas概念,orsomecombination多种组合thereof.,.,Whatisaproduct,TomarketerThephysicalobjectstheyproduceorsell物质载体,Tocustomer?,.,Whatdocosmeticsmeantoconsumers,.,.,.,1WhatisaProduct?,一切有形和无形的统一体，包括实质层、实体层和延伸层三个层次,.,2LevelsofaProduct产品层次,Coreproductorcorebenefit核心产品/实质层Actualproduct实际产品/实体层Augmentedproduct延伸产品/延伸层,.,2.1核心产品/实质层coreproductorcorebenefit,Thefundamentalserviceorbenefitthatthecustomerisreallybuying.是指消费者在购买一种产品或服务时所寻求的能够解决问题的核心利益，是构成产品最本质的核心部分。,.,Whatisthecoreproductforahotel?Howaboutanairconditioning?,.,2.2actualproduct实际产品/实体层,Theitemsconveythecorebenefitofproduct，whichincludefeatures,design,qualitylevel,brandnameandpackaging.核心产品借以实现的形式指消费者需要的产品实体的具体外观，具体包括：质量水平、特征、式样、品牌名称、包装等,.,2.3Augmentedproduct延伸产品/延伸层,Whatexceedthenormalexpectationandmaketheproductdistinct.又称为产品的附加利益，是指在商品的销售和使用过程中，企业向消费者提供的服务、便利以及可以用价值衡量的一切无形的东西。是产品现在内容的横向扩张。必须注意附加产品的增加而增加的成本消费者是否愿意承担。,.,Exercise1:Linktothepractice海尔冰箱,效用,质量特征式样品牌,附加服务附加利益,核心产品Corebenefit：,实际产品Actualproduct:,延伸产品Augmentedproduct：,.,Conclusion小结,.,Exercise2：服务类产品的分层,Pleasespecifythelevelsofproductsforathemepark请你为一个主题公园绘出它的产品分层图,.,Practice:Linkagewithmarketingconcept,ProductionconceptProductconceptSellingconceptMarketingconcept,.,Exercise3:LinktothepracticeCaseStudy,案例1某旅行社推出新线路，为吸引游客参加，承诺可以先旅游后付款。请结合旅游产品的特点、构成分析此项促销方式的可能性、可行性及如何操作？案例2电器经销商准备采取先试用空调，然后一个月之后再收费，请问可能性、可行性及如何操作,请结合产品的概念、层次，讨论上述案例中哪种做法可行？请支持你的结论？,.,3productclassification产品类别,3.1durabilityandtangibility产品的耐用程度和有形程度,Nondurablegoods易耗品,Durablegoods耐用品,Service服务产品,.,3productclassification产品类别,3.2thepurposeforwhichtheproductisbought购买目的,consumergoods消费品,industrialgoods工业品,Productsandservicesboughtbyfinalconsumersforpersonalconsumption.,Thosepurchasedforfurtherprocessingorforuseinconductingbusiness.,.,consumergoods消费品,Conveniencegoods方便商品/日用品Purchasedfrequently&immediately频繁购买Lowpriced低价Massadvertising大众密集广告Manypurchaselocations尽可能多的布点,.,consumergoods消费品,shoppinggoods选购商品Boughtlessfrequently较频繁Higherprice较高的价格Fewerandselectivepurchaselocations有选择的销售网点deepersalessupport需要较多的售中服务支持,.,consumergoods消费品,specialtygoods特殊商品uniquecharacteristics独一无二的特征brandidentification品牌识别度高ExclusiveDistribution专卖店specialpurchaseeffort消费者愿意付出特殊的购买努力Buyersnormallydonotcomparespecialtyproducts.最优选择,.,consumergoods,unsoughtgoods非渴求产品/忽略品eitherdoesnotknowaboutorknowsaboutbutdoesnotnormallythinkofbuying.不了解或者想不到的产品Mostmajornewinnovationsareunsoughtuntiltheconsumerbecomesawareofthemthroughadvertising.创新型产品多数属于非渴求品Bytheirverynature,unsoughtproductsrequirealotofadvertising,personalselling,andothermarketingefforts.需要大量、密集的广告和促销努力,.,GroupDiscussion小组讨论,.,.,IndustrialGoods工业品,Materialsandparts材料和零部件Capitalitems资本项目Suppliesandbusinessservices物资和服务,.,2.ProductDecision,2.1Individualproductdecision2.2Product-linedecision,.,2.1IndividualProductDecisions,Productattributes(quality,features,styleanddesign)Branding(Abrandisaname,term,sign,symbol,ordesign,oracombinationofthese,thatidentifiesthemakerorsellerofaproductorservice)Packaging:Designingandproducingthecontainerorwrapperforaproduct.Developingagoodpackage:PackagingconceptPackageelementsProductsafetyEnvironmentalconcernsLabeling:PrintedinformationappearingonorwiththepackageProductsupportservices,.,2.2product-linedecisions产品线组合策略,2.2.1Product-linelength产品线长度2.2.2StretchingDownwardUpwardBothdirections,.,神龙汽车公司产品线向两端延伸的代表车型即将全部上市。在继东风Peugeot206本月强势出击经济型家轿后，东风雪铁龙“凯旋”新车也将在2月18日正式发布。与206的上市模式一样，凯旋也将采取先亮相后公布价格的形式。东风雪铁龙凯旋是款专为中国市场量身设计的中高端轿车，目前东风雪铁龙尚未公开展示过该车型，其竞争对手直指凯美瑞、新Accord、新马6等中高级车,.,奔驰B级的首次出现是在年底的日内瓦车展上，他是一款紧凑型的小型运动旅行车，他装配了140匹马力的4缸直列柴油引擎，并配备CVT自动变速箱。但是量产后的奔驰B级将从1.8升引擎起。奔驰希望这款车将会吸引更多年轻一代的顾客，并且与斯巴鲁翼豹旅行车、萨博9-2X、奥迪A3运动旅行以及大众高尔夫Plus共同争夺这个市场。,.,Productlinestretching:Mercedesintroducedseveralsmaller,lower-pricedmodels,includingthe$10,000SmartmicrocompactcarinajointventurewithSwatch.AffectionatelydubbedtheSwatchmobile,theSmartisdesignedfortwopeopleandacrateofbeer.,.,2.3productmixdecision,ProductMix:alloftheproductlinesanditemsthataparticularselleroffersforsale.depth产品组合深度:howmanyvariantsofeachproductareoffered产品线中的每一产品有多少规格和品种width产品组合广度:howmanydifferentproductlinesthecompanycarry指公司具有多少条产品线consistency产品组合相关性:howcloselytheproductlinesarerelated是指各条产品现在最终用途、生产条件、分销渠道或者其它方面相互关联的程度。,.,产品组合基本概念的一个实例：宝洁公司的产品组合,产品组合的广度：5条产品线产品组合的深度：佳洁士品牌有3个规格，每个规格有两种口味则佳洁士品牌的深度是6。,.,.,Cendant旗下酒店,胜腾酒店集团是胜腾集团的子公司，其总部设在美国新泽西州的帕西帕尼，是全球最大的酒店运营商之一，在全球五大洲拥有十大著名品牌为：速8(Super8)、天天（DaysInn）、华美达（Ramada）、BaymontInn、Travelodge、豪生（HowardJohnson）、KnightsInn、WingateInn、AmeriHostInn以及WyndhamHotels。全球雇员超过25000并支持着它旗下6460多家加盟酒店、540000多个房间。所有酒店都拥有胜腾集团的特许及管理协议并独自经营运作。,.,3BrandEquity品牌资产,TheAMAdefinitionofabrand:“Aname,term,sign,symbol,ordesign,oracombinationofthese,intendedtoidentifythegoodsorservicesofonesellerorgroupofsellersandtodifferentiatethemfromthecompetition.”,.,3.1brandequity品牌资产,Brandsvaryintheamountofpowerandvaluetheyhaveinthemarketplace.Apowerfulbrandhashighbrandequity.Marketersshouldattempttocreateorfacilitateawareness意识度,acceptability接受度,preference倾向性,andloyalty忠诚度amongconsumers.Valuableandpowerfulbrandsenjoyhighlevelsofbrandloyalty.,.,3.2TheProcessofBrandDecisions品牌决策过程,BrandpositioningBrandnameselectionsBrandsponsorshipBranddevelopment,.,3.2TheProcessofBrandDecisions品牌决策过程,KeyChallengesBrandpositioningBrandsponsorshipBrandnameselectionsBranddevelopment,CanpositionbrandsatanyofthreelevelsProductattributesProductbenefitsBeliefsandvalues,.,3.2TheProcessofBrandDecisions,Optionsinclude:Manufacturer(national)brand厂商品牌PrivatebrandsCo-branding共同品牌Licensedbrand授权品牌,KeyChallengesBrandpositioningBrandsponsorshipBrandnameselectionsBranddevelopment,.,3.2TheProcessofBrandDecisions,KeyChallengesBrandpositioningBrandsponsorshipBrandnameselectionsBranddevelopment,Strongbrandnames:SuggestbenefitsSuggestproductqualitiesAreeasytosay,recognize,andrememberAredistinctiveShouldnotcarrypoormeaningsinotherlanguagesShouldbecapableofregistrationandlegalprotection,.,3.2TheProcessofBrandDecisions,KeyChallengesBrandpositioningBrandsponsorshipBrandnameselectionsBranddevelopment,Lineextensions产品线延伸策略：existingbrandnamesextendedtonewforms,sizes,andflavorsofanexistingproductcategory以相同的品牌在現有的产品类別下，推出新产品項目，诸如新的味道、型式、顏色、成分或包装尺寸等。Brandextensions品牌延伸策略：existingbrandnamesextendedtonewproductcategories在新的产品类别下，运用成功的品牌名称，推出新产品或改良的产品Multibrands多品牌策略：newbrandnamesintroducedinthesameproductcategory在相同的产品类别中推出額外的品牌Newbrands新品牌策略,.,).,.,ProductLifeCycleApplications,Productclasshasthelongestlifecycle(e.g.,gas-poweredcars)ProductformtendstohavethestandardPLCshape(e.g.,dialtelephone)Brandcanchangequicklybecauseofchangingcompetitiveattacksandresponses(e.g.,Tide,Cheer)Styleisabasicanddistinctivemodeofexpression(e.g.,formalclothing,Danishmodernfurniture)Fashionisapopularstyleinagivenfield(e.g.,businesscasual)Fadisafashionthatentersquickly,isadoptedquickly,anddeclinesfast(e.g.,petrocks),.,PracticalProblemsofPLC,HardtoidentifywhichstageofthePLCtheproductisin.Hardtopinpointwhentheproductmovestothenextstage.Hardtoidentifyfactorsthataffectproductsmovementthroughstages.Hardtoforecastsaleslevel,lengthofeachstage,andshapeofPLC.StrategyisbothacauseandresultofthePLC.,.,StagesoftheProductLifeCycle,PLCStagesIntroduction初创期GrowthMaturityDecline,LowsalesHighcostspercustomerNegativeprofitsMarketingObjective:createproductawarenessandtrialProd