MARKETING MANAGEMENT 12 th edition 12 Setting Product Strategy KotlerKeller

12-2 At the heart of a great brand is a great product

12-3 Product Anything that can be offered to a market to satisfy a want or need.

12-4 Figure 12.1 Components of the Market Offering

12-5 Figure 12.2 Five Product Levels

12-6 Product Classification Schemes Durability Use Tangibility

12-7 Durability and Tangibility Nondurable goods Services Durable goods

12-8 Consumer Goods Classification Convenience Unsought Shopping Specialty

12-9 Product Systems and Mixes Product system Product mix Product assortment Depth Length Width Consistency

12-10 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)

12-11 Line Stretching Down-Market Stretch Up-Market Stretch Two-Way Stretch

12-12 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)

12-13 Co-branding

12-14 Ingredient Branding

12-15 Packaging: The 5 th P All the activities of designing and producing the container for a product.

12-16 Packaging has been influenced by… Self-service Consumer affluence Company/brand image Innovation opportunity

12-17 Functions of Labels Identifies Grades Describes Promotes