1

Part four : Product Strategy

Part four : Product Strategy

( Chapter8-Charpter9)( Chapter8-Charpter9)

2

• What Is Product? (P.232)

• Product:Anything that can be offered to a market for attention,acquisition,use,or consumption that might satisfy a wants and needs .

• Service: Any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything.

3

• Tree Lever of Product (P.234)

Augmented product

Actual product

Core productCore

benefitCore

benefit

Packaging

Brandname

Qualitylever Design

Features

Installation

Delivery and

credit

Warranty

Aftersale

service

4

Corebenefit

Expected product

Augmented product

Potential product

Five product levels

Basic product

5

Product Classification (P.235)

Consumer Products

ConvenienceProducts

ConvenienceProducts

ShoppingProducts

ShoppingProducts

Specialtyproducts

Specialtyproducts

Unsoughtproducts

Unsoughtproducts

Materialsand

parts

Materialsand

parts

Capitalitems

Capitalitems

Industrial Products

Suppliesand

services

6

Individual Product Decisions (P.239)

Product attributes

Product attributes Branding Branding Packaging Packaging Labeling Labeling

Product support services

Product support services

7

• Product Attributes (P.239-242)

Product attributes

Product attributes

Product quality

Productfeatures

ProductStyle &Design

8

Product line & Product Mix Decisions

• Product line : (P.247)

A group of products that are closely related because they

function in a similar manner,are sold to the same customer

groups, are marketed through the same types of outlets, or

fall within given price ranges.

• Product mix: (P.248)

the set of all product lines and items that a particular

seller offers for sale.

9

Product mix matrix

Product Line A

Product Line B

Product Line C

Product Items (depth ）

A1 A2 A3

B1 B2 B3 B4 B5

C1 C2（ width ）

10

Branding

• Brand :A name ,term,sign,symbol,or design,or a combination of these intended to identify the goods or services of sellers ,and to differentiate them from those of competitors.

11

• 品牌是符号与内容的统一

外在标识外在标识

符号

创意素材

内在特质内在特质

内容

经营题材

联想联想

12

• Branding

The meaning of

brand

The meaning of

brand

Attributes

Benefits Personality

Values

13

品牌内在特质的构成

产品利益产品利益 价值认知差异价值认知差异

价位档次价位档次 层级认知差异层级认知差异

市场认知差异市场认知差异

文化认知差异文化认知差异

使用人群使用人群

个性形象个性形象

14

Brand equity (P.249)

• The positive differential effect that knowing the brand name has on customer response to the product or service.

15

• Building Strong Brands (P.250)

Line extensions

Brand extensions

Multi brand

New brand

Line extensions

Brand extensions

Multi brand

New brand

Manufacturer’sBrand

Private brand

Licensing

Co-branding

Manufacturer’sBrand

Private brand

Licensing

Co-branding

Branddevelopment

Brandsponsorship

Brandname selection

Brandpositioning

Selection

Protection

Selection

Protection

Attributes

Benefits

Beliefs and values

Attributes

Benefits

Beliefs and values

16

• 案例 1 ：新黄浦集团

在没有大厦之前，我们只是普通的砖。

创意理念：

砖头宣言：砖头平凡而普普通通坚实负重砌成了河边小筑，摩天大楼由平凡、普通走向堂皇新黄浦集团如砖头的叠加，层层坚实平凡的我，能构筑辉煌

17

• 案例 2 ：石库门 - 上海老酒创意理念：

上海人管喝酒叫“吃老酒”“ 上海老酒”体现了“上海味道”什么最能形象地表现“ 上海味道”？于是想到了“石库门”由“石库门”联想到“上海味道”又由“上海味道”联想到“上海老酒”。

18

Brand Sponsorship (P.252)

• Manufacturer’s brand(National brand):

A brand created and owned by the producer of a product or service .

• Private brand (or middleman,distributor,or

store brand):

A brand created and owned by a reseller of a product or service.

19

Brand Sponsoring (P.253-254)

• Licensing: to be licensed brand previously created by other manufacturers or the well-known names and symbols owner.

• Co-brand: the practice of using the established brand names of tow different companies on the same product.

20

• Brand Strategy （ P.255)

• Product Category

•

• Existing New

• • Existing

• Brand

• name

• New

Line extension

Multi-brands

Brandextension

New

brand

21

Services marketing• Characteristics of a service (P.258)

ServicesServices

Intangibility （无形性）

Services cannot be seen,tasted, felt, heard or

smelled before purchase

Intangibility （无形性）

Services cannot be seen,tasted, felt, heard or

smelled before purchase

Variability （可变性）Quality of service dependson who provides them and

When,where ,and how.

Variability （可变性）Quality of service dependson who provides them and

When,where ,and how.

Inseparability （不可分性）Services cannot be

separated from their providers

Inseparability （不可分性）Services cannot be

separated from their providers

Perishability （易逝性）Services cannot be stored

For later sales or use.

Perishability （易逝性）Services cannot be stored

For later sales or use.

22

Service marketing strategies mix

Pricingstrategy

Pricingstrategy

Productstrategy

Productstrategy

PeoplePeople

ProcessProcess

Placingstrategy

Placingstrategy

Physicalevidence

Physicalevidence

Promotionstrategy

Promotionstrategy

23

Service-profit Chain (P.260)

• The chain that links service firm profits with emprloyee and customer satisfaction.

良好工作环境

良好工作环境

员工满意

度

员工满意

度

员工忠诚

度

员工忠诚

度

员工工作效率

员工工作效率

服务价值

服务价值

顾客满意

度

顾客满意

度

顾客忠诚

度

顾客忠诚

度

企业经营利润

企业经营利润

内部效应 外部效应

24

Types of marketing in service industries (P.260)

Company

Employees Customers

Internalmarketing

Externalmarketing

Interactivemarketing

25

The New-product Development Process (P.276)

• Idea

Generation

IdeaGeneration

ConceptDevelopment

andTesting

ConceptDevelopment

andTesting

MarketingStrategydevelop-

ment

MarketingStrategydevelop-

ment

BusinessAnalysis

BusinessAnalysis

Testmarketing

Testmarketing

Commer-cialization

Commer-cialization

Idea Screening

ProductDevelopment

26

• Major Idea Resources

InternalSources

InternalSources

CustomersCustomers

Competitors

Distributors& Others

27

Product Life Cycle (P.290)

Sales & Profit Sales

Profit

ProductDevelopment Introduction Growth Maturity Decline

28

The Strategies in The Product Life Cycle

• Introduction Stage:

High priceHigh price

Low promotionLow promotion

Low priceLow priceHigh promotion High promotion

29

The Strategies in The Product Life Cycle

• Growth Stage:

High market

share

High marketshare

High currentprofit

High currentprofit

30

• The Strategies in The Product Life Cycle

• Maturity Stage:

Modifyingthe

Market

Modifyingthe

Market

Modifyingthe

Product

Modifyingthe

Product

Modifyingthe

Marketing Mix

Modifyingthe

Marketing Mix

31

• The Strategies in The Product Life Cycle

• Decline Stage:

MaintainMaintain HarvestHarvest DropDrop

32

产品生命周期各阶段基本策略：

•导入期 —— 突出一个“快”字；•成长期 —— 强调一个“好”字；•成熟期 —— 抓住一个“优”字；•衰退期 —— 明确一个“转”字。