Marketing case DIY Producing/selling Market situation XXX is a company operated in Hong Kong for (long, short years) Product Service Product/service life cycle Situations facing Producing/selling Market situation Issues for services

Unsatisfactory performance / further developments Service quality enhancing strategies Marketing Mix adopted Research more about the market and customers Different stage of Product Life Cycle Information and Research strategies + techniques Different product nature Market segmentation Factors affecting consumer buying Target marketing Consumer buying decision process Market positioning

Size: small ; medium; large Company type Size: small ; medium; large Ownership: sole-proprietor, limited company Shop: single; chain Home

Convenience good e.g. tissue paper Product type Convenience good e.g. tissue paper Shopping good e.g. TV, smart phone, fashion Specialty good e.g. antique furniture Home

High contact service e.g. dancing instructions, haircut Service type High contact service e.g. dancing instructions, haircut Low contact service e.g. delivery services Home

Product life cycle Introduction Growth Maturity Decline Home

Situation facing Sales: low, increasing, increase at decreasing rate, declining Average costs: high, average, low, low Profit: loss, start increase, high, decline Competition: few, more, large but start to decrease, decline Customers: innovators, early adopters, middle majority, laggards Home

Issues for services Intangibility Inseparability Perishability heterogeneity Home

Marketing Mix Product strategy e.g. price features, brand, packaging and support services etc Pricing strategy e.g. pricing for new product, factors affecting pricing such as costs, competition, image, other marketing mix, and marketing objectives etc Place strategy e.g. direct / indirect distribution, intensive, selective and exclusive distribution Promotion strategy e.g. promotion mix Home

Product Life Cycle Strategies Introduction Growth Maturity Decline Product Price Place Promotion Home

Different product nature Convenience good Shopping good Specialty good Product Price Place Promotion Home

Information and research strategies Primary or secondary information: advantages/disadvantages, benefits and limitations Quantitative or qualitative approach: advantages/disadvantages, benefits and limitations Different sampling methods: advantages/disadvantages, benefits and limitations Different data collection methods: advantages/disadvantages, benefits and limitations Consumer relationship management Home

Market Segmentation Bases of market segmentation: e.g. demographic, geographic, and psychographic etc Home

Target market Differentiated vs undifferentiated Criteria for a suitable market to be targeted E.g. size, affordability, accessibility etc Home

Factors affecting consumer behavior E.g. Cultural, social and psychological etc Home

Consumer buying decision process E.g. I realize that the product I have is very outdated I search information for different providers of the product I end up with some possible product for purchase and evaluate which one is the most suitable one I make the decision on purchase I have different behavior after the purchase Home

Service quality enhancing strategies Intangibility  e.g. more tangible cues Inseparability e.g. improving interactive skills Perishability  e.g. capacity planning and demand management Heterogeneity  e.g. standardization measures Home