ProductStrategy(英文版)(共24页).ppt

1、Part ThreeDeveloping the marketing mixLecture SevenProduct StrategyAt a glanceDefine product and major classifications of products and servicesUnderstanding individual product decisionsExplain the decisions of developing product lines and mixesDefine the steps in the new-product development processD

2、escribe the stages of the product life cycleProduct Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.Three levels of productQualityStylingPackagingBrand nameFeaturesAfter-sale serviceInstallationWarrantyDelivery and creditRepa

3、iringCore, benefit or serviceThree levels of product (Airline)In-flight servicesDuty free shoppingMealsSeat allocationSchedulesSafetyrecordQantas ClubPrioritybaggageFrequent flyer schemeHoliday PackagesToursTime-critical transportFlight booking systemGeneric ProductStores, preserves, cools, and othe

4、rwise helps to satisfy home food-consumption needsTangible ProductColorDesignQualitySizeWeightFeaturesMaterial used in constructionEfficiency in usePower sourceBrand nameAugmented productImage StatusGuarantee/warrantyDeliveryInstallationRepair facilitiesInstructions and technical adviceCreditReturn

5、policyFollow-up serviceThree levels of productContinuum of Goods and ServicesAlmost PureGoodsGoods withServicesHalf Goods,Half ServicesServiceswith GoodsAlmost PureServicesPhysicalproducts that arepurchased andconsumed withlittle or noservicesProductssupported withrepair,maintenance,add-ons, andadvi

6、ceProducts thatconsist of bothgoods andservicesIntellectualproperty orequipment tomake goodsworkExperiences thatare consumedduring deliveryGroceriesGasoline(Self-serve)SteelAutosAuto repairVideo gamesRestaurantsBookstoresMovie theatersPrepared fooddeliveryRental moviesTrainingbooksSoftwareElectronic

7、mailFax serviceHealth clubMedical careConsultingLegal servicesDay careProduct can be classified as:Consumer productsconvenience productsshopping productsspecialty productsIndustrial productsCapital items: installation, accessory equipmentMaterials and parts: raw materials, components:suppliesType of

8、 Product ConsumerCharacteristicsConvenienceShoppingSpecialtyKnowledge prior to purchasehighLowHighEffort expended toacquire productMinimalModerate to highAs much as necessaryWillingness to acceptsubstitutesHighModerateNoneFrequency of purchasehighModerate or LowVariesInformation searchLowHighLowMajo

9、r desireAvailabilitywithout effortComparison shopping todetermine best choiceBrand loyalty regardless ofprice and availabilityExamples(a) Staple: cereal(b) Impulse: candy(c) Emergency: tirerepair(a) Attribute-based: name-brand clothes(b) Price-based: budgethotelHellmans mayonnaiseCharacteristics of

10、Consumer ProductsProduct attributesBrandingPackagingLabelingProduct support servicesIndividual product decisionsShould each product be individually or family-branded?Individual brand namesBlanket family nameSeparate family nameCompany/Individual namesShould a brand be developed for the product?Brand

11、 Non-brandShould two or more brands be developed in the same product category?One brandMore than one brandShould the brand be repositioned?Brand repositioningNo brand repositioningShould other products be given the same brand name?Brand extensionNo brand extensionWho should sponsor the brand?Manufac

12、turers brandPrivate brandMixed brandBranding decisionBrand sponsor decision Family brand decisionBrand extension decisionMultibrand decisionBrand repositioning decisionAn overview of branding decisionsNew brandsBrand extensionLine extensionMulti-brandsExisting NewNewExistingProduct categoryBrand man

13、eFour brand strategiesElements of a Product mixA product item is a specific model;A product line is a group of related product items.A product mix is all a firms product lines.WidthlengthconsistencyDetergentsToothpasteBar SoapDisposable DiapersPaper TissueIvory Snow 1930Gleem 1952Ivory 1879Pampers 1

14、961Charmin 1928Dreft 1933Crest 1955Kirks 1885Luvs 1976White CloudTide 1946Denquel 1980Lava 1893Puffs 1960CheerCamay 1926Banner 1982Oxydol 1952Zest 1952Dash 1954Safeguard 1963Bold 1965Coast 1974Gain 1966Era 1972Solo 1979Product-mix WidthProduct-Line LengthProduct Mix for Protect & Gamble Corporat

15、e(including dates of introduction)Few product lines with a few items in eachMany different product lines with a number of items in eachMany different product lines with a few items in eachFew product lines with a number of items in eachNarrowBroadShallowDeepP r o d u c t L i n e B r e a d t hP r o d

16、 u c t L i n e D e p t hLowLowLowLowLowLowHighHighHighPriceHighHighHighQualityPresent productPresent productPresent productNew productNew productNew productNew productStretching downward Stretching upward Stretching bothwaysProduct line stretching decisionDesirable productsPleasing productsDeficient

17、 productsSalutary productsLow HighHighLowImmediate satisfactionLong-run consumer benefitsSocietal classification of productsWhy a firm need new products?New productslead to sales growth or stabilityoffer differential advantagesRespond to consumer needsRisk may be lessened through diversityIncrease p

18、rofits and controlCustomer orientationMarket orientationCompetitor orientationStraight extensionDont change productDont change promotionAdapt productAdapt promotionProductPromotionFive international product and promotion strategiesProduct inventionDevelop new productMajor issues in new-product devel

19、opmentIdea generationIdea screeningConcept development and testing Marketing strategy & Business analysisProduct developmentTest marketingCommercialisationProduct Life cycleIntroductionThe product is target to a particular market and introduced to that marketGrowth The product becomes well-known

20、 in the market and sales volume increasesDeclineThe volume declines as demand for the product declines or competition increases.MaturitySales hit a peak then begin to level off as a result of competition from new and existing products.Stage in Life Cycle CharacteristicsIntroductionGrowthMaturityDecl

21、ineMarketing objectiveAttract innovatorsand opinion leadersto new productExpand distribution and product lineMaintain differentialadvantage as long aspossibleCut back, Revive, orterminateIndustry salesIncreasingRapidly increasingStableDecreasingCompetitionNone or smallSomeSubstantialLimitedIndustry profitNegativeIn