Scribd Logo
Upload

Welcome to Scribd!

  • 46 views

    Phillip Kevin Lane: Kotler - Keller

    Uploaded by

    Tafsir Hossain

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd

    Phillip Kevin Lane: Kotler - Keller

    Uploaded by

    Tafsir Hossain
    46 views27 pages

    Original Title

    Chapter-12-Setting-Product-Strategy

    Copyright

    © © All Rights Reserved

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    46 views27 pages

    Phillip Kevin Lane: Kotler - Keller

    Uploaded by

    Tafsir Hossain

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    You are on page 1of 27

    Phillip Kevin Lane

    Kotler • Keller
    Marketing Management • 14e
    1 2
    er
    pt
    Cha 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?
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 3 of 27
    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?

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 4 of 27


    Marketing Planning

    Needs

    Wants

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 5 of 27


    .1
    1 2
    e
    i g u r Components of the Market
    F
    Offering

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 6 of 27


    Product Characteristics/Classifications
    Persons • Experiences
    • Events
    • Properties
    • Organizations
    • Information
    • Ideas

    Goods
    Places
    Services
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 7 of 27
    .2
    1 2
    e
    i g u r Five Product Levels
    F

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 8 of 27


    Product Levels
    Core Benefit
    (Rest and sleep)

    Basic Product
    (Bed, bathroom, towels)

    Expected Product Customer-value


    (Clean bed, fresh towels)
    Hierarchy

    Augmented Product
    (Free Internet; free breakfast)

    Potential Product
    (Future augmentations)
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 9 of 27
    Product Classifications
    Durability and Tangibility

    Nondurable goods

    Durable goods

    Services
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 10 of 27
    Product Classifications
    • Staples
    Consumer-Goods
    • Impulse goods
    • Emergency goods
    Specialty goods

    Convenience goods

    Shopping goods Unsought goods


    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 11 of 27
    Product Classifications
    Materials and Parts Industrial-Goods
    Manufactured
    materials
    Capital Items
    Raw materials
    Installations

    Supplies and Equipment


    business Services

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 12 of 27


    Product and Services Differentiation

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 13 of 27


    Product Differentiation

    Form Features

    Customization Durability

    Performance Conformance

    Reliability Repairability

    Style

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 14 of 27


    Services Differentiation

    Customer
    Consulting
    Delivery &
    Ordering Ease
    Returns

    Training

    Installation Maintenance & Repair


    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 15 of 27
    Design

    Functional
    Benefits

    Aesthetic
    Benefits

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 16 of 27


    Product and Brand Relationships

    Product Hierarchy

    Product Systems/Mixes

    Product Line Analysis

    Product Line Length

    Product Mix Pricing

    Co-Branding

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 17 of 27


    Product Hierarchy

    Need Family

    Product Family

    Product Class

    Product Line

    Product Type

    Item

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 18 of 27


    Product Systems and Mixes

    Product System Consistency

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 19 of 27


    Proctor & Gamble Product Mix
    Product Mix Width

    Disposable Paper
    Detergents Toothpaste Bar Soap
    Diapers Products
    Ivory Snow Gleem Ivory Pampers Charmin
    Dreft Crest Camay Luvs Puffs
    Tide Zest Bounty
    Product Cheer Safeguard
    Line
    Length Dash Oil of Olay
    Bold
    Gain
    Era
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 20 of 27
    Product Line Analysis
    Sales and Profit

    Market Profile

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 21 of 27


    .3
    1 2
    e
    i g u r Product-Item Contributions
    F

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 22 of 27


    .4
    1 2
    e
    i g u r Product Map
    F

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 23 of 27


    Product Line Length
    Up-market stretch Line modernization,
    featuring, and pruning
    Line stretching Two-way
    stretch

    Down-market
    stretch

    Line filling

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 24 of 27


    Product Mix Pricing

    Product line pricing Captive-product pricing

    Optional-feature pricing Two-part pricing

    By-product pricing Product-bundling pricing

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 25 of 27


    Co-Branding and Ingredient Branding
    Co-Branding
    • Same-company
    • Joint venture
    • Multi-sponsor
    • Retail co-
    branding

    Ingredient Branding

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 26 of 27


    Packaging and Labeling
    Packaging Objectives
    1. Brand identification
    2. Persuade
    3. Protection
    4. At-home storage
    5. Aid consumption

    Labeling Objectives
    1. Identify
    2. Grade
    3. Describe
    4. Promote
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 27 of 27

    You might also like

    pFad - Phonifier reborn

    Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

    Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


    Alternative Proxies:

    Alternative Proxy

    pFad Proxy

    pFad v3 Proxy

    pFad v4 Proxy