Modul ke:

Strategic Marketing
Management
 Setting Product Strategy

Fakultas
Ekonomi dan Dr Enda Marina MSc
Bisnis
Program Studi
Magister
Manajemen
Contents :
 What are the characteristics of products 
and how do marketers classify products? 
 How can companies differentiate products?
 How can a company build and manage its 
product mix and product lines?
Contents :
 How can companies combine products to 
create strong co‐brands or ingredient 
brands?
 How can companies use packaging, 
labeling, warranties, and guarantees as 
marketing tools?
 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.

Components of the Market Offering

Five
Product
Levels

Product
Classifica Durability
tion
Tangibility
Schemes
Use
 Durabilty and Tangibility

Nondurable
Durable goods
Services
goods

Consumer Goods Clasification

Shopping Convenience

Specialty Unsought
 Industrial Goods Classification

Materials &
Parts Capital
Supplies
Items
Business
Services

Product Differentiation

• Product form • Conformance
• Features • Durability
• Customization • Reliability
• Performance • Repair ability
• Style
Dunkin’
Donuts’
Differentiation

Design
Differentiation
Service Differentiation

• Ordering ease • Customer Consulting
• Delivery • Maintenance and 
• Installation Repair
• Customer Training • Returns
Maintenance and Repair
The Product Hierarchy

Item

Product Type

Product Line
Product Class
Product Family
Need Family
 Product Systems and Mixes
11. Product System

2 Product Mix

33. Product Assortment

44. Depth

5.
5 Length

66. Width

77. Consistency
 Product Line Analylis

Core product Staples

Convenience
Specialties
items
 Line Stretching
Down-Market Stretch

Up-Market Stretch

Two-Way Stretch

Line Filling
 Product Mix Pricing

11. Product Line Pricing

2 Optional Feature Pricing

33. Captive Product Pricing

44. Two-part Pricing

5.
5 By Product Pricing

66. Product Bundling Pricing

Product
Line
Pricing

Two-Part
Pricing
 Co
Branding

Ingredient
Branding
 What is the Fifth P?
Packaging,
sometimes called the fifth P, is all the activities of
designing and producing the container for a product

Factors Contributing to the Emphasis on

Packaging

Self-service

Consumer affluence

Company/brand image

Innovation opportunity
 Innovation Packaging
In Packaging Objectives

1. Identify the brand

2. Convey descriptive and

persuasive information

3. Facilitate product
transportation & protection

4. Assist at-home storage

5. Aid product consumption

 Functions Warranties
of Labels and Guarantees

1. Identifies

2. Grades

3. Describes

4. Promotes
Terima Kasih
Dr Enda Marina MSc