12 Setting Product Strategy 1. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-2 What is a Product? A product is anything that.

Slides:

Advertisements

Similar presentations

Products, Services, and Brands Building Customer Value

Advertisements

Setting Product Strategy

Setting Product Strategy Marketing Management, 13 th ed 12.

1 Prepared for: IBM Program – UC PRODUCT AND BRANDING STRATEGY.

12 Setting Product Strategy 1. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-2 What is a Product? A product is anything that.

Product, Services, and Brands: Building Customer Value

Chapter 14 Setting the Product and Branding Strategy by

12-1 Chapter Questions How can products be classified? How can companies differentiate products? How can a company build and manage its product mix and.

12-1 Chapter Questions How can products be classified? How can companies differentiate products? How can a company build and manage its product mix and.

12 Setting Product Strategy

Chapter 14 Setting the Product and Branding Strategy by

Setting Product Strategy

Examining The Marketing Mix

Dr. S. Borna MBA 671. Lecture Outline 1. Some basic terminology related to product related to product A. Meaning of Product B. Product vs. Product Offering.

12 Setting Product Strategy

Setting Product Strategy Marketing Management, 13 th ed 12.

Chapter 1 Product, Services, and Branding Strategy

Setting Product Strategy Marketing Management, 13 th ed 12.

Copyright © 2003 Prentice-Hall, Inc. 1 Setting the Product Strategy.

Product and Branding Strategies

By J Bañez.  is anything that can be offered to a market to satisfy a want or need.  goods and/or services.

12 Setting Product Strategy Chapter Questions What are the characteristics of products and how can they be classified? How can companies differentiate.

8-1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter Eight Product, Services, and Brands: Building.

Marketing Mix Product, Price, Place and Promotion.

Chapter 8 - slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Product, Services, and Brands Building Customer.

8-1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter Eight Product, Services, and Brands: Building.

Marketing Management • 14e

MARKETING MANAGEMENT 12 th edition 12 Setting Product Strategy KotlerKeller.

Blekinge Institute of Technology SE Karlskrona MARKETING MANAGEMENT Chaudhry Muhammad Nadeem Faisal Cell:

Setting Product Strategy

Chapter 8 - slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Products, Services, and Brands: Building Customer.

MARKETING MANAGEMENT 12th edition

MARKETING MANAGEMENT 12 th edition 12 Setting Product Strategy KotlerKeller.

MARKETING MANAGEMENT 12 th edition 12 Setting Product Strategy KotlerKeller.

©2000 Prentice Hall ObjectivesObjectives ä Product Characteristics ä Building & Managing the Product Mix & Product Lines ä Brand Decisions ä Packaging.

Product and Services Strategy

Chapter 8 - slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Product, Services, and Brands: Building Customer.

Marketing Management, chapter 12 Setting Product Strategy Prepared by: Volkan ÜLKE Prof. : Teoman DUMAN.

Chapter 8 - slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Products, Services, and Brands Building Customer.

Setting Product Strategy Marketing Management, 13 th ed 12.

Chapter 8 - slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Products, Services, and Brands Building Customer Value.

Framework for Marketing Management International Edition 10 Setting Product Strategy 1.

11 Setting Product Strategy. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management,

Chapter 9 - slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Product, Services, and Brands Building Customer Value.

8-1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter Eight Product, Services, and Brands: Building.

12 Setting Product Strategy

Setting Product Strategy

Chapter 11 Setting Product Strategy

Setting Product Strategy

PRODUCT AND SERVICES STRATEGY

Setting Product Strategy

MARKETING MANAGEMENT 12th edition

MARKETING MANAGEMENT 12th edition

Setting Product Strategy

MARKETING MANAGEMENT 12th edition

Marketing Mix The 1st P: Product

12 Setting Product Strategy

Crafting the Brand Positioning

Lines, Brands, and Packaging

Lines, Brands, and Packaging

Copyright © 2008 Pearson Prentice Hall Inc.

Copyright © 2008 Pearson Prentice Hall Inc.

Mathematical Models: Building Functions

Copyright © 2008 Pearson Prentice Hall Inc.

Copyright © 2008 Pearson Prentice Hall Inc.

Marketing Management • 14e

Section 3.2 The Graph of a Function

Properties of Rational Functions

Copyright © 2008 Pearson Prentice Hall Inc.

Copyright © 2008 Pearson Prentice Hall Inc.

Presentation transcript:

12 Setting Product Strategy 1

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-2 What is a Product? A product is anything that can be offered to a market to satisfy a want or need, including physical goods, services, experiences, events, persons, places, properties, organizations, information, and ideas.

Figure 12.1 Components of the Market Offering Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-3

Figure 12.2 Five Product Levels Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-4

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-5 Consumer Goods Classification Convenience Unsought Shopping Specialty

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-6 Product-Mix Width and Product-Line Length for Proctor& Gamble Products PRODUCT- LINE LENGTH Product-Mix Width DetergentsToothpaste Disposable Bar SoapDiapers Paper Tissue Ivory Snow (1930) Dreft (1933) Tide (1946) Cheer (1950) Gleem (1952) Crest (1955) Ivory (1879) Kirk’s (1885) Lava (1893) Camay (1926) Pampers (1961) Luvs (1976) Charmin (1928) Puffs (1960) Banner (1982) Summit (1992)

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-7 Product Differentiation  Product form  Features  Customization  Performance  Conformance  Durability  Reliability  Repairability  Style

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-8 Service Differentiation  Ordering ease  Delivery  Installation  Customer training  Customer consulting  Maintenance and repair  Returns

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-9 Design Differentiation

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Line Stretching Down-Market Stretch Up-Market Stretch Two-Way Stretch

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Two-Way Product-Line Stretch: Marriott Hotels Quality Economy Superior StandardGood Price High Above average Average Low Fairfield Inn (Vacationers) Courtyard (Salespeople) Marriott (Middle managers) Marriott Marquis (Top executives)