1. MARKETING MANAGEMENT 12 th edition 12 Setting Product Strategy KotlerKeller

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

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

4. 12-4 Figure 12.1 Components of the Market Offering

5. 12-5 Figure 12.2 Five Product Levels

6. 12-6 Product Classification Schemes Durability Use Tangibility

7. 12-7 Durability and Tangibility Nondurable goods Services Durable goods

8. 12-8 Consumer Goods Classification Convenience Unsought Shopping Specialty

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

10. 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)

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

12. 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)

13. 12-13 Co-branding

14. 12-14 Ingredient Branding

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

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

17. 12-17 Functions of Labels Identifies Grades Describes Promotes