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Part four : Product Strategy
Part four : Product Strategy
( Chapter8-Charpter9)( Chapter8-Charpter9)
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• 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.
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• 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
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Corebenefit
Expected product
Augmented product
Potential product
Five product levels
Basic product
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Product Classification (P.235)
Consumer Products
ConvenienceProducts
ConvenienceProducts
ShoppingProducts
ShoppingProducts
Specialtyproducts
Specialtyproducts
Unsoughtproducts
Unsoughtproducts
Materialsand
parts
Materialsand
parts
Capitalitems
Capitalitems
Industrial Products
Suppliesand
services
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Individual Product Decisions (P.239)
Product attributes
Product attributes Branding Branding Packaging Packaging Labeling Labeling
Product support services
Product support services
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• Product Attributes (P.239-242)
Product attributes
Product attributes
Product quality
Productfeatures
ProductStyle &Design
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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.
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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 )
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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.
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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
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Brand equity (P.249)
• The positive differential effect that knowing the brand name has on customer response to the product or service.
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• 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
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• 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
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• 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”。
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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.
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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.
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• Brand Strategy ( P.255)
• Product Category
•
• Existing New
• • Existing
• Brand
• name
• New
Line extension
Multi-brands
Brandextension
New
brand
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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.
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Service marketing strategies mix
Pricingstrategy
Pricingstrategy
Productstrategy
Productstrategy
PeoplePeople
ProcessProcess
Placingstrategy
Placingstrategy
Physicalevidence
Physicalevidence
Promotionstrategy
Promotionstrategy
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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
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Types of marketing in service industries (P.260)
Company
Employees Customers
Internalmarketing
Externalmarketing
Interactivemarketing
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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
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• Major Idea Resources
InternalSources
InternalSources
CustomersCustomers
Competitors
Distributors& Others
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Product Life Cycle (P.290)
Sales & Profit Sales
Profit
ProductDevelopment Introduction Growth Maturity Decline
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The Strategies in The Product Life Cycle
• Introduction Stage:
High priceHigh price
Low promotionLow promotion
Low priceLow priceHigh promotion High promotion
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The Strategies in The Product Life Cycle
• Growth Stage:
High market
share
High marketshare
High currentprofit
High currentprofit
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• The Strategies in The Product Life Cycle
• Maturity Stage:
Modifyingthe
Market
Modifyingthe
Market
Modifyingthe
Product
Modifyingthe
Product
Modifyingthe
Marketing Mix
Modifyingthe
Marketing Mix
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• The Strategies in The Product Life Cycle
• Decline Stage:
MaintainMaintain HarvestHarvest DropDrop