CHAPTER 13: SETTING PRODUCT STRATEGY Product Characteristics, Classifications and Differentiations GROUP 8

Product: Laptops

Product Characteristics and Classifications

FIVE PRODUCT LEVELS Core Product: Portability and on!"ni"n "# Actual Product: S r""n$ %"yboard$ &"b a'$ (ro "))or$ RA*$ batt"ry$ tra % (ad and +ard dri!"# Expected Product: ,-ality$ .att"ry li/"$ /a)t (ro "))or$ li0+t &"i0+t$ &ir"l")) onn" ti!ity and +i0+ )tora0" a(a ity# Augmented Product: Colo-r)$ d")i0n)$ )tyl"$ a "))ori")$ to- + ) r""n)$ 0ra(+i )$ &arranty and 0a'in0 a "))ori")# Potential Product: Can a-to'ati ally )&it + on t+" "l" troni ) in t+" +o-)"1 dri!" a ar$ a la(to( t+at an b" -)"d -nd"r&at"r$ t+at i) -nbr"a%abl" and )"l/2 l"anin0 and +a) a (ani b-tton# PRODUCT CLASSIFICATION Dura ilit! and Tangi ilit!" A la(to( i) a d-rabl" 0ood# 3a(to(4) d-rability i) b"t&""n 32 5 y"ar)# A la(to( i) -)"d /or 'any (-r(o)")# T+" at"0ori") ar" .-)in"))$ E!"ryday -)"$ Ent"rtain'"nt$ 0a'in0 "t # 3a(to() ar" tan0ibl" (rod- t)# CONSU#ER $OODS CLASSIFICATION T+" (rod- t) ar" la))i/i"d into Con!"ni"n "$ S+o((in0$ S(" ialty and Un)o-0+t In t+" on)-'"r 0ood) la))i/i ation la(to() o'" -nd"r t+" %pecialt! good b" a-)" la(to( i) "6traordinary or -ni7-" "no-0+ (rod- t to 'oti!at" ("o(l" to 'a%" an -n-)-al "//ort to 0"t it#

Differentiations

1# Form: 3a(to() t+")" day) +a!" 'any /or')# T+"y o'" in di//"r"nt olor) a) o//"r"d by HP$ D"ll and 8aio# T+"y al)o o'" in di//"r"nt )i9") li%" t+" N"tboo%) :)'all"r !"r)ion o/ la(to(); and &idt+) and &"i0+t) li%" t+" )li' la(to() and -ltra(ortabl" la(to()# <# Feature%: 3a(to() t+")" day) +a!" a lot o/ /"at-r") t+at 0i!" t+"' an "d0" o!"r t+"ir o'("titor)# =or "6a'(l"$ t+" yo0a la(to($ &+i + rotat") 3>? d"0r"")$ or la(to() t+at +a!" a lon0"r batt"ry li/" li%" 3"no!o$ to- + ) r""n)$ /in0"r r" o0nition$ "t # P"o(l" t+")" day) 0o in /or /"at-r") li%" lar0"r '"'ory )(a "$ '"'ory ard r"ad"r)$ US. (ort) and &"b a')# S +"'") li%" /r"" +"ad)"t) and 'o-)" al)o (ro!" attra ti!" to on)-'"r)# 3# Cu%tomi&ation: Not all la(to() (ro!id" total -)"r -)to'i9ation /or la(to()# T+" only ba)i -)to'i9ation (ro!id"d i) ta%in0 t+" (-r +a)"d la(to( in a ba)i DOS 'od" or in)tall"d &it+ a @indo&) O("ratin0 Sy)t"'# Ho&"!"r$ in t+i) ar"a$ D"ll (ro!") to b" t+" only o'(any t+at +a) a &id" o'("titi!" "d0" o!"r it) o'("titor)# D"ll i) !"ry &"ll %no&n /or it) total and o'(l"t" -)to' 'ad" la(to() t+at ar" b-ilt "6a tly t+" &ay t+" on)-'"r &ant) it# C-)to'"r) or -)"r) an +oo)" to b-ild t+"ir la(to() /ro' ) rat + all t+" &ay /ro' (ro "))or)$ to '"'ory$ o("ratin0 )y)t"')$ )" -rity )o/t&ar")$ %"yboard)$ &ir"l")) d"!i ")$ and t+" li)t 0o") on# T+i) i) &+"r" D"ll "6 "l) /ar b"yond t+an it) o'("titor)# A# Per'ormance (ualit!: E!"ry la(to( -)"r &ant) a la(to( t+at an '-lti ta)% )(""dily and "//i i"ntly o-(l"d &it+ lo& &"i0+t)# Earli"r +i0+ ("r/or'an " 'a +in") &"r" -)-ally d")%to( PC) &+i + -)-ally n""d"d t&o +"a!y b-ilt '"n to l-0 /ro' on" roo' to anot+"r# .-t &it+ 'od"rn t" +nolo0y$ la(to( o'(ani") li%" 3"no!o$ D"ll and A((l" ar" o'in0 -( &it+ n"& inno!ation) t+at 0i!" t+" -)to'"r t+" b")t ("r/or'an " alon0 &it+ li0+t &"i0+t$ )(""d$ and d-rability# 5# Dura ilit!" D-rability in la(to() i) o/ -t'o)t i'(ortan " to "!"ry b-y"r# On" &o-ld al&ay) "6(" t t+"ir la(to( to la)t a 0ood 325 y"ar) :or 'or"$ i/ it an;# =or ("o(l" &+o ar" ad!"nt-ro-) and al&ay) on t+" 0o$ ar"l"))$ or /or t+o)" in ri)%y b-)in"))") li%" /ir" /i0+tin0$ 'ilitary$ a di//"r"nt brand o/ la(to() "6i)t$ all"d BRugged Laptop%)* D"ll and Pana)oni ar" doin0 &"ll /or t+"')"l!") in t+i) )"0'"nt# No 'att"r &+at yo-r Cob i) or &"at+"r ondition) ar"$ a la(to( d-rabl" "no-0+ /or yo- "6i)t)# ># Relia ilit!" T+" 'o)t i'(ortant /"at-r" o/ a la(to( i) r"liability# C-)to'"r)$ &+o b-y a la(to($ n""d to /""l )a/" abo-t t+"ir la(to(# T+"y n""d )o'" %ind o/ a))-ran " t+at t+"ir la(to() &on4t di" in t+" 'iddl" o/ t+"ir &or% or +ard dri!" ra)+ and lo)" all data# D# Repaira ilit!" E!"ry la(to( o'") &it+ a 1 y"ar int"rnational &arranty# HP i) t+" l"ad"r &+"r" -)to'"r )-((ort i) on "rn"d# @it+ )"r!i " "nt"r) and onlin" +"l($ HP )""') to do !"ry &"ll o!"r it) ot+"r o-nt"r(art)# 8# St!le" 3a(to() li%" Sony 8aio 'ay not ("r/or' &"ll b-t +a!" an a")t+"ti a(("al t+at attra t -)to'"r) to it) la(to()# T+" )a'" 0o") /or A((l" la(to() too# 3a(to( o'(ani") )"" t+" n""d to di!"r0" /ro' t+" 'onotono-) )+ad") o/ bla % and 0r"y to bri0+t and bold olo-r) li%" Oran0"$ R"d$ .l-"$ Pin%$ Gr""n$ "t # T+"y "!"n at"r to t+" n""d) o/ t+" arti)ti lot o/ -)to'"r) &it+

!ario-) )%in) and )ti %"r) /or t+"ir la(to() to )-it t+"ir 'ood) and ta)t") and (r"/"r"n "# Irr")(" ti!" o/ t+" ("r/or'an "$ )o'"ti'") )tyl" (lay) an i'(ortant rol" too#