-产品策略英文ppt课件

1、Product Planning for Goods and ServicesNoImageMain Points 1. What “Product really meansStrategic Planning for ProductPlaceProductPricePromotionBrandType of Brand:Individual or familyManufacturer or dealerWarrantyNone, full, orlimitedPackageProtection,Promotion,(or both)Target MarketEXHIBIT 9-1 P256P

2、roductIdeaPhysicalgood/serviceFeaturesQuality levelAccessoriesInstallationInstructionsProduct line The Product LevelsCorebenefitCore benefitAugmented product delivery, installmentmaintaining, consultant, training, financing, etc.Tangible productquality, appearance, style, brand, packing, design,feat

3、ures,etc. HotelCorebenefitRest and sleepSurprise and delight:TV, Internet; flowers; Fast and good service;Fast checkout; waking-upService; good dinner; etc.Basic expectation:Clean bed; new towels; Clean and working washingRoom; quiet environment, etc. Quality (P256)Goods and Services (P257)2. Produc

4、t Lines (p260)P&G公司的产品组合产品组合的宽度产品线长度清洁剂牙膏条状肥皂纸尿布纸巾象牙雪1930格利1952象牙1879帮宝适1961媚人1928德来夫特1933佳洁士1955柯克斯1885露肤1976粉扑1960汰渍1946 洗污1893 旗职1982高兴1950 佳美1926 绝顶1100s1992奥克雪多1914 香味 德希1954 保干净1963 波尔德1965 海岸1974 圭尼1966 玉兰油1993 伊拉1972 产品组合的宽度(width) ：5 条产品线 产品组合的长度(length) ：总长度为25个种类，平均每条产品线5个种类产品组合的深度(de

5、pth) ：佳洁士品牌有3个规格，每个规格有两种口味 那么佳洁士品牌的深度是6。3. Product Classes (p260)ConsumerProductClassesConvenienceStaples, impulse;emergencySpecialtyUnsoughtNew unsought;Regularly unsoughtShoppingHomogeneous;heterogeneousExhibit 9-3 P2603.1 Consumer Product ClassesBased on how customers thinkabout and shopfor produ

6、cts3.1.1 Convenience Products purchased quickly (p262)3.1.2 Shopping Products are compared (p262)3.1.3 Specialty Products(p262)- no substitutes, please!3.1.4 Unsought Products need promotion (p263)One product may be seen several waysAssignment BusinessProductClassesInstallationsBuildings,land rights

7、,major equipmentComponentParts andMaterialsAccessoriestoolsProfessional ServicesSupporting firms operations RawMaterialsFarm productsNatural productsMROSuppliesMaintenance,Repair;operations3.2 Business Products (p264-267)Based on how buyers think about productsand how theywill be used.Expense item A

8、ndCapital item4. Branding 4.1 What is a brand?(p269)4.2 the Meaning and Advantages of a Brand4.3 Five Levels of Brand FamiliarityBrandingRejectionNonrecognitionRecognitionPreferenceInsistenceChange PositionIncrease AwarenessContinue EducationMaintain Availability Develop High Brand EquityFocus:Focus

9、:Focus:Focus :Focus :4.4 Characteristics of a Good Brand Name (P271)4.5 Branding Decisions Dealer brandOEMFamily Brand/Umbrella BrandLicensed BrandIndividual BrandWhat Kind of Brand to Use?GenericFamilybrandIndividual brandBrandChoicesManufacturerDealer?Packaging: promoting and protecting the produc

10、t.5. PackagingThe Importance of PackagingA warranty says the company stands behind the product. Consumers often feel more comfortable with products they know come with assurances.Warranty6. Using Warranties to Improve the Marketing MixWarranty: what the seller promises about its product (repair, ref

11、unds, replacement etc).7. Product Life CyclesThe Product Life CycleSales and profits do not move together over time.Total IndustryProfit+ $ 0MarketIntroductionMarketGrowthMarketMaturitySalesDeclineTotal IndustrySalesTimemaxmaxIntroductionTotal IndustryProfit+ $ 0MarketIntroductionMarketGrowthMarketM

12、aturitySalesDeclineTotal IndustrySalesTimeGrowthTotal IndustryProfit+ $ 0MarketIntroductionMarketGrowthMarketMaturitySalesDeclineTotal IndustrySalesTimeMaturityTotal IndustryProfit+ $ 0MarketIntroductionMarketGrowthMarketMaturitySalesDeclineTotal IndustrySalesTimeDeclineTotal IndustryProfit+ $ 0Mark

13、etIntroductionMarketGrowthMarketMaturitySalesDeclineTotal IndustrySalesTime7.2 Planning for Different Stages of PLCCurrent Examples at Different StagesAssignment 8. New Product DevelopmentNew-Product Development ProcessIdeaGenerationIdeas from:Customers and usersMarketingresearchCompetitorsOther marketsCompany peopleIntermediariesScreeningStrengthsand weaknessesFit withobjectivesMarket trendsRough ROIestimateIdeaEvaluationConcepttestingCustomerreactionsRoughestimatesof cost, sales, profitsDevelop