Product教学讲解课件

Outcome3Understandtheindividualelementsoftheextendedmarketingmix

Thefistpart---Productcontents1.Whatistheproduct?2.Productlinedecisionandproductmixdecision3.Productlifecycleandproductstrategy4.Brandstrategy5.NewproductdevelopmentObjectivesBeabletodefineproductandknowthemajorclassificationsofproductsandservices.Understandthedecisionscompaniesmakeregardingtheirindividualproductsandservices,productlines,andproductmixes.4ObjectivesUnderstandhowfirmsbuildandmanagetheirbrands.Knowthefourcharacteristicsofservicesandtheadditionalmarketingconsiderationsthatservicesrequire.Knowbrandingstrategy5

DISCUSS:

Whatisaproduct?6

一、Whatisaproduct?DefinitionsProductAnythingofferedtoamarketforattention,acquisition,use,orconsumptionthatmightsatisfyaneedorwant.Productsincludetangibleobjects,suchascars,computersetc.Productsalsoincludeservices,events,persons,places,organizations,ideasoramixtureofthese7ServiceAnyactivityorbenefitthatonepartycanoffertoanotherthatisessentiallyintangibleanddoesnotresultinownershipofanything.

E.g.airtravel,hotelservice.Product,serviceandexperiencesThreelevelsofproductActualproductDesignPackagingBrandnameFeaturesAfter-saleserviceInstallationWarrantyDeliveryandcreditRepairingCore,benefitorservice二、LevelsofProductandServicesQualityAugmentedproduct三、Productcanbeclassifiedas:Consumerproductsconvenienceproductse.g.toothpaste,magazineshoppingproductsclothingandfurniturespecialtyproductsluxurygoodsUnsoughtproductslifeinsuranceIndustrialproductsCapitalitems:installation,accessoryequipmentMaterialsandparts:rawmaterials,components:Suppliesandservice.Organizations,persons,places,andideasProductandServiceClassificationsOrganizations,persons,places,andideasOrganizationalmarketingmakesuseofcorporateimageadvertisingPersonmarketingappliestopoliticalcandidates,entertainmentsportsfigures,andprofessionalsPlacemarketingrelatestotourismSocialmarketingcampaignspromoteideas11CharacteristicsofConsumerProductsWhatisaProduct?ConvenienceShoppingSpecialtyUnsoughtFrequentpurchasesboughtwithminimalbuyingeffortandlittlecomparisonshoppingLowpriceWidespreaddistributionMasspromotionbyproducerTypesofConsumerProducts

13WhatisaProduct?ConvenienceShoppingSpecialtyUnsoughtLessfrequentpurchasesrequiringmoreshoppingeffortandprice,quality,andstylecomparisons.HigherthanconveniencegoodpricingSelectivedistributioninfeweroutletsAdvertisingandpersonalsellingbyproducerandresellerTypesofConsumerProducts

14WhatisaProduct?ConvenienceShoppingSpecialtyUnsoughtStrongbrandpreferenceandloyalty,requiresspecialpurchaseeffort,littlebrandcomparisons,andlowpricesensitivityHighpriceExclusivedistributionCarefullytargetedpromotionbyproducersandresellersTypesofConsumerProducts

15WhatisaProduct?ConvenienceShoppingSpecialtyUnsoughtLittleproductawarenessandknowledge(orifaware,sometimesnegativeinterest)PricingvariesDistributionvariesAggressiveadvertising

andpersonalsellingbyproducersandresellersTypesofConsumerProducts

16overviewThedefinitionofProductsAnythingofferedtoamarketforattention,acquisition,use,orconsumptionthatmightsatisfyaneedorwant.Productsincludetangibleobjects,alsoincludeservices,events,persons,places,organizations,ideasoramixtureoftheseLevelsofProductandServicesCorebenefit,actualproduct,andaugmentedproductProductandServiceClassifications

convenience,shopping,specialtyandunsought17Marketersmakeproductandservicedecisionsatthreelevels:Individualproductdecisions,ProductlinedecisionsProductmixdecisionsProductandServiceDecisionsIndividualProductProductLineProductMixProductattributesQuality,features,styleanddesignBrandingPackagingLabelingProductsupportservicesKeyDecisions19ProductandServiceDecisionsIndividualProductProductLine

ProductMixProductlinelength--ThenumberofitemsintheproductlineLinestretching:stretchitslinedownward,upwardorbothways.Linefilling:addingmoreitemswithinthepresentpricerangeKeyDecisions20LowLowLowLowLowLowHighHighHighPriceHighHighHighQualityPresentproductPresentproductPresentproductNewproductNewproductNewproductNewproductStretchingdownwardStretchingupwardStretchingbothwaysProductlinestretchingdecisionProductandServiceDecisionsIndividualProductProductLineProductMixProductlinewidth:numberofdifferentproductlinescarriedbycompanyProductlinelengthtotalnumberofitemsacompanycarrieswithinitsproductlines.ProductlinedepthNumberofdifferentversionsofeachproductinthelineProductlineconsistencyKeyDecisions22DISCUSS

P&Gcompany’sproductmix产品组合的广度、长度示意图产品线１产品线３产品线２产品线４Ｂ1型音响Ｄ1型洗衣机Ｃ1型电冰箱Ｄ3型洗衣机Ｄ2型洗衣机Ａ1型电视机Ａ2型电视机Ａ3型电视机Ａ4型电视机Ｂ2型音响Ｃ2型电冰箱Ｃ3型电冰箱产品项目＝宽度x深度产品线长度产品线宽度6/4/202324第七章产品策略BCG(BostonConsultingGroup)growth-sharematrix中文书P37ProblemchildCashCowstarDogProductLifecycle(PLC)IntroductionTheproductistargettoaparticularmarketandintroducedtothatmarketGrowth

Theproductbecomeswell-knowninthemarketandsalesvolumeincreasesDeclineThevolumedeclinesasdemandfortheproductdeclinesorcompetitionincreases.MaturitySaleshitapeakthenbegintoleveloffasaresultofcompetitionfromnewandexistingproducts.TheCharacteristicsofProductLifeCycleBrandingStrategyThekeystrategiesforbuildingandmanagingproductandservicebrandDefinitionBrand:thedevicefordistinguishingaproductorservicefromallothers.Thismaybeaname,symboloranyotherdevicewhichisuniquetothecompanyandisitslegalentitlement.BrandingStrategyBrandsarepowerfulassetsthatmustbecarefullydeveloped/managed.Brandswithstrongequityhavemanycompetitiveadvantages:HighconsumerawarenessStrongbrandloyaltyHelpswhenintroducingnewproductsLesssusceptibletopricecompetition31BrandStrategyBrandPositioningBrandNameSelectionBrandSponsorshipBrandDevelopmentKeyDecisions32BrandpositioningBrandpositioningisoneofthetechniqueiscriticalindevelopingabrandleader.Eachbrandshouldhaveuniqueniche.Abrandisthecompany’spromisetodeliveraspecificsetoffeatures,benefits,servicesandexperiencesconsistentlytobuyers.Thebrandpromisemustbesimpleandhonest.BrandStrategyp268BrandPositioningBrandNameSelection

BrandSponsorshipBrandDevelopmentSelectionandprotectionGoodBrandNames:SuggestsomethingabouttheproductoritsbenefitsAreeasytosay,recognizeandrememberAredistinctiveAreextendableTranslatewellintootherlanguagesCanberegisteredandlegallyprotectedKeyDecisions35BrandStrategyBrandPositioningBrandNameSelectionBrandSponsorshipBrandDevelopmentNational(Manufacturer)brandsPrivate(store)brandsCostlytoestablishandpromoteHigherprofitmarginsLicensedbrandsNameandcharacterlicensinghasgrownCo-brandingAdvantages/disadvantagesKeyDecisions36Nationalbrandversus

storebrandsStorebrandsaregrowingmuchfasterthannationalbrandsRetailersoftenpricetheirstorebrandslowerthancomparablenationalbrands.Co-brandingThecombinedbrandscreatebroaderconsumerappealandgreaterbrandequity.Co-brandingcantakeadvantageofthecomplementarystrengthsoftwobrandsCo-brandingalsoallowsacompanytoexpanditsexistingbrandintoacategoryitmightotherwisehavedifficultyenteringalone.Limitations—ifsomethingdamagesthereputationofonebrand,itcantarnishtheco-brandaswell.BrandStrategyBrandPositioningBrandNameSelectionBrandSponsorshipBrandDevelopmentFourchoicestodevelopbrandLineextensionsMinorchangestoexistingproductsBrandextensionsSuccessfulbrandnameshelpintroducenewproductsMultibrandsMultipleproductentriesinaproductcategoryNewbrandsNewproductcategoryKeyDecisions39NewbrandsBrandextensionLineextensionMulti-brandsExistingNewNewExistingProductcategoryBrandmaneFourbrandstrategiesLineExtensions

MayFeatureDifferent:BrandStrategyFlavorsColorsFormsIngredientsPackageSizes41LineextensionExtendinganexistingbrandnametonewforms,colors,sizes,ingredientsorflavorsofanexistingp