Академический Документы
Профессиональный Документы
Культура Документы
product
By: Dr.Dasari.Pandurangara
Product Levels
basic product
At the second level, the marketer must turn the core benefit
into a basic product. Thus a hotel room includes a bed,
bathroom, towels, desk, dresser, and closet.
expected product
augmented product
potential product
Consumer-Goods Classification
Convenience Products
Shopping Products
Specialty Products
Unsought Products
New innovations
> Products consumers dont
want to think about.
>Require much advertising &
personal selling
Shopping
Products
Specialty
Products
Unsought
Products
10
Classification of Industrial
Products
Product System
Product Mix grid Showing Depth and Width
Depth
Depth -- number
number of
of
versions
versions of
of each
each
product
product
Length
Length -- total
total
number
number of
of items
items
within
within the
the lines
lines
Consistency
Product
Product Mix
Mix -all
all the
the product
product
lines
lines offered
offered
Width
Width -- number
number of
of
different
different product
product
lines
lines
Product Mix
Product
Product Line
Line
A
A group
group of
of closely-related
closely-related
product
product items.
items.
Product
Product Mix
Mix
All
All products
products that
that an
an
organization
organization sells.
sells.
14
Product
Product Item
Item
A
A specific
specific version
version of
of aa product
product
that
that can
can be
be designated
designated as
as aa
distinct
distinct offering
offering among
among an
an
organizations
organizations products.
products.
Blades and
Writing
razors
Toiletries instruments
Mach 3
Sensor
Trac II
Swivel
Double-Edge
Lady Gillette
Super Speed
Twin Injector
Techmatic
Series
Adorn
Toni
Silkience
Soft and Dri
Foamy
Dry Look
Dry Idea
Brush Plus
Paper Mate
Flair
Lighters
Cricket
S.T. Dupont
Atra
Right Guard
15
Advertising
Advertising Economies
Economies
Package
Package Uniformity
Uniformity
Why
Why Form
Form
Product
Product Lines?
Lines?
Standardized
Standardized
Components
Components
Equivalent
Equivalent Quality
Quality
16
Efficient
Efficient Sales
Sales and
and
Distribution
Distribution
17
Diversifies risk
Capitalizes on established reputations
3
The number of product
items in a product line.
18
Adjustments
Adjustments
Adjustments to
to
Product
Product Items,
Items,
Lines,
Lines, and
and Mixes
Mixes
Product
Product Line
Line
Extension
Extension or
or
Contraction
Contraction
Product
Product
Modification
Modification
19
Product
Product
Repositioning
Repositioning
Product Modifications
Quality
Quality
Modification
Modification
Types
Types of
of
Product
Product
Modification
Modification
ss
Functional
Functional
Modification
Modification
20
Style
Style
Modification
Modification
Planned Obsolescence
21
Repositioning
Why
Why reposition
reposition
established
established brands?
brands?
Changing
Changing
Demographics
Demographics
Changes
Changes in
in Social
Social
Environment
Environment
22
Declining
Declining Sales
Sales
Symptoms
Symptomsof
of
Product
Line
Product Line
Overextension
Overextension
The
The Product
Product Life
Life Cycle
Cycle
Concept
Concept is
is Based
Based on
on Four
Four
Premises
Premises
Products have a
limited life.
Introduction
Growth
Maturity
Time
Decline
Introduction
Growth
Maturity
Time
Decline
Introduction stage
Four Introductory
Marketing Strategies
High
Promotion
Low
High
Rapidskimming
strategy
Slowskimming
strategy
Low
Rapidpenetration
strategy
Slowpenetration
strategy
Price
Growth stage
Maturity stage
The stage in the product life cycle in which sales growth slows or
levels off.
Decline Stage
Objective
Objective
Introduction
Introduction Awareness
Awareness&&trial
trial
Growth
Growth
Marketing
Marketing Strategy
Strategy
Communicate
Communicatebenefits
benefits
Usage
Specific
Usageof
offirms
firmsbrand
brand
Specificbrand
brandcommunication,
communication,
lower
lowerprices,
prices,expand
expanddistribution
distribution
Maturity
Maturity Maintain
Maintainmarket
marketshare
share Sales
Salespromotion,
promotion,drop
dropprice,
price,
Extend
expand
Extendlife
lifecycle
cycle
expanddistribution,
distribution,new
newuses
uses
&&new
newversions
versionsof
ofproduct
product
Decline
Decline Decide
Decidewhat
whatto
todo
do
with
withproduct
product
Maintain,
Maintain,harvest,
harvest,or
ordivest
divest
Original products
Product improvements
Product modifications
New brands that the firm develops through its own research and
development efforts
Idea generation
Idea screening
Marketing strategies
Business analysis
Product development
Test marketing
Commercialization
Idea
Screening
Business
Analysis
Product
Development
Market
Testing
Idea
Generation
Commercialization