UNIT III
International Product Decisions Market Segmentation Product Mix Decision Product Specification Positioning & Communications Decision
Product A set tangible set of physical attributes assembled in an identifiable form Components & Levels of Product Core Product(bicycle) Tangible Product Augmented Product( Additional Features)
Product Mix Full list of all the products offered for sale by Company Width, Depth & Consistency Product Line
Product Life Cycle Introduction Growth Maturity Decline Developed country & Developing country Sales & Profit Curve Export to increase total sales
New Product Development Copying Product Modification Innovation
Steps in New Product Development Idea Generation Evaluation & Selection Concept Testing Business Analysis Product Development Market Testing Commercialisation
Brand A Name, Term, Sign, Symbol, Design or Combination of them BRANDING DECISIONS Whether to Brand or Not ? Manufacture’s Brand or Private Brand Same or Different Brand ( for Domestic & Foreign Market) Branding Problems in International Marketing Scope of Use of Indian Brands
Packaging & Labelling Packing & Packaging Functions of Packaging Protection Preservation Presentation
Factors Influencing Packaging Decisions Physical Characteristics Economy Convenience Regulations, Socio-Economic factors Environmental Factors Disposability Easy to handle, identify, examination
Product Strategies Product Extension Product Adaptation Product Development
Product-Communication Strategies Straight Extension Product Extension, Communication Adaptation Strategy Product Adaptation, Communications Extension Strategy Dual Adaptation Product Invention