Transcript Chapter - BBA Worldwide

Phillip
Kevin Lane
Kotler • Keller
Marketing Management • 14e
Setting Product Strategy
Discussion Questions
1. What are the characteristics of a
product, and how do marketers classify
products?
2. How can companies differentiate
products?
3. Why is product design important and
what factors affect a good design?
4. How can a company build and manage
its product mix and product lines?
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Discussion Questions
5. How can companies combine products
to create strong co-brands or ingredient
brands?
6. How can companies use packaging,
labeling, warranties, and guarantees as
marketing tools?
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Marketing Planning
Needs
Wants
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Components of the Market
Offering
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Product Characteristics/Classifications
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Persons
Experiences
Events
Properties
Organizations
Information
Ideas
Goods
Services
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Places
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Five Product Levels
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Product Levels
Core Benefit
(Rest and sleep)
Basic Product
(Bed, bathroom, towels)
Expected Product
(Clean bed, fresh towels)
Customer-value
Hierarchy
Augmented Product
(Free Internet; free breakfast)
Potential Product
(Future augmentations)
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Product Classifications
Durability and Tangibility
Nondurable goods
Durable goods
Services
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Product Classifications
• Staples
• Impulse goods
• Emergency goods
Consumer-Goods
Specialty goods
Convenience goods
Shopping goods
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Unsought goods
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Product Classifications
Materials and Parts
Manufactured
materials
Raw materials
Supplies and
business Services
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Industrial-Goods
Capital Items
Installations
Equipment
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Product and Services Differentiation
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Product Differentiation
Form
Features
Customization
Durability
Performance
Conformance
Reliability
Repairability
Style
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Services Differentiation
Customer
Consulting
Delivery &
Returns
Ordering Ease
Training
Installation
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Maintenance & Repair
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Design
Functional
Benefits
Aesthetic
Benefits
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Product and Brand Relationships
Product Hierarchy
Product Systems/Mixes
Product Line Analysis
Product Line Length
Product Mix Pricing
Co-Branding
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Product Hierarchy
Need Family
Product Family
Product Class
Product Line
Product Type
Item
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Product Systems and Mixes
Width
Product System
Consistency
Product
Mix
Length
Depth
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Proctor & Gamble Product Mix
Product Mix Width
Product
Line
Length
Detergents
Toothpaste Bar Soap
Disposable Paper
Diapers
Products
Ivory Snow
Gleem
Ivory
Pampers
Charmin
Dreft
Crest
Camay
Luvs
Puffs
Tide
Zest
Cheer
Safeguard
Dash
Oil of Olay
Bounty
Bold
Gain
Era
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Product Line Analysis
Sales and Profit
Market Profile
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Product-Item Contributions
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Product Map
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Product Line Length
Up-market stretch
Line stretching
Line modernization,
featuring, and pruning
Two-way
stretch
Down-market stretch
Line filling
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Product Mix Pricing
Product line pricing
Captive-product pricing
Optional-feature pricing
Two-part pricing
By-product pricing
Product-bundling pricing
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Co-Branding and Ingredient Branding
Co-Branding
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Same-company
Joint venture
Multi-sponsor
Retail co-branding
Ingredient Branding
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Packaging and Labeling
Packaging Objectives
1.
2.
3.
4.
5.
Brand identification
Persuade
Protection
At-home storage
Aid consumption
Labeling Objectives
1.
2.
3.
4.
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Identify
Grade
Describe
Promote
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