kotler mm13e media 12
TRANSCRIPT
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Setting Product Strategy
Market ing Management, 13thed
12
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Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-2
Chapter Questions
What are the characteristics of productsand how do marketers classify
products?
How can companies differentiateproducts?
How can a company build and manage
its product mix and product lines?
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Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-3
Chapter Questions (cont.)
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?
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Caterpillar: A Great Product
http://www.cat.com/ -
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What is a Product?
A productis 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.
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Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-6
Figure 12.1 Components of the
Market Offering
Attractiveness
of the market
offering
Value-based prices
Product
features
and quality
Services
mix and
quality
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Figure 12.2 Five Product Levels
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The Wedding Market
is a MetaMarket
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Product Classification Schemes
Durability
Use
Tangibility
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Durability and Tangibility
Nondurable
goods
Services
Durable
goods
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Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-11
Consumer Goods Classification
Convenience
Unsought
Shopping
Specialty
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Industrial Goods Classification
Materials and parts
Supplies/
business servicesCapital items
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Product Differentiation
Product form
Features
Customization
Performance Conformance
Durability
Reliability Repairability
Style
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Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-14
Dunkin Donuts Differentiation
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Design Differentiation
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Service Differentiation
Ordering ease
Delivery
Installation
Customer training
Customer
consulting
Maintenance andrepair
Returns
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Maintenance and Repair
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Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-18
The Product Hierarchy
Need family
Product family
Product class
Product line
Product type
Item
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Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-19
Product Systems and Mixes
Product system
Product mix
Product assortment
Depth
Length
Width
Consistency
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Product Line Analysis
Convenience
items
Core product Staples
Specialties
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Figure 12.3 Product Item
Contributions to a Product Lines
Total Sales and Profits
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Figure 12.4 Product Map
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Line Stretching
Down-Market Stretch
Up-Market Stretch
Two-Way Stretch
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Line Filling
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Pruning
Pruning weak
brands can
strengthen the
remaining brands inthe line
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Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-26
Product-Mix Pricing
Product-line pricing
Optional-feature pricing
Captive-product pricing Two-part pricing
By-product pricing
Product-bundling pricing
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Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-27
Product Line Pricing
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Two-Part Pricing
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Co-branding
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Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-30
Ingredient Branding
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Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-31
What is the Fifth P?
Packaging, sometimes called the
fifth P, is all the activities of
designing and producing the
container for a product.
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Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-32
Factors Contributing to the
Emphasis on Packaging
Self-service
Consumer affluence
Company/brand image
Innovation opportunity
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Innovations in Packaging
http://www.webpackaging.com/ -
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Packaging Objectives
Identify the brand
Convey descriptive and persuasive
information
Facilitate product transportation and
protection
Assist at-home storage
Aid product consumption
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Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-35
Functions of Labels
Identifies
Grades
Describes
Promotes
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Warranties and Guarantees
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Marketing Debate
With products, is it form or function?
Take a position:
1. Product functionality is the key to brandsuccess.
or
2. Product design is the key to brand
success.
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Copyright 2009 Pearson Education Inc Publishing as Prentice Hall 12 38
Marketing Discussion
Consider the different means of
differentiating products and services. Which ones have the most impact
on your choices?
Why?