Product Launch course. Course reading / learning material

Июль 23, 2022

Главная
Бизнес и предпринимательство
Product Launch course. Course reading / learning material

Содержание

4. Course reading / learning material Kotler’s 6th edition: Chapter 8: products , services and brands Chapter
5. Examples Frozen Yogurt 1993: - taste strawberry of “I Can’t Believe It’s Yogurt” in the Netherlands
6. Introduction: Product To marketers, products are bundles of benefits delivered to the customer. The form in
7. Levels of a product Three levels of product
8. Levels of a product Core product problem solving service or core benefits that consumers are really
9. Product classifications Products can be classified according to their durability and tangibility. Non-durable products are goods
10. Consumer products Bought to satisfy personal and family needs. Classified according to consumer shopping habits: -
11. Consumer products Bought to satisfy personal and family needs. Classified according to consumer shopping habits: -
12. Marketing considerations for consumer products
13. What type of product is … for you? Mobile phone School books French fries with mayonaise
14. Industrial products Products bought for further processing or the purposes of resale. Distinction based upon the
15. Organisations, persons, places and ideas Marketers have broadened the concept of product to include other marketable
16. Examples: Kim Kardashian Tower Bridge London https://www.youtube.com/watch?v=QdpDIE8tTw8
17. Product decisions Marketers make product decisions at three levels: individual product decisions product line decisions product
18. Individual product decisions Product decisions are focused around the development and marketing of Product attributes; Branding;
19. Product attributes Define the benefits offered to the customer Product quality Conformance and Customer driven quality
20. Branding A name, term, sign, symbol or design, or a combination of these, intended to identify
21. Branding: benefits for consumers Brand names tell the buyer about the quality of the product. Brand
22. Branding: supplier advantage Brand name makes it easier for the supplier to process orders and track
24. Branding: powerful marketing mechanism Leads to higher and more consistent product quality. Increases innovation by giving
25. Packaging Innovative and attractive packaging to gain the attention of the consumer. Packaging is central to
26. Labelling Identifies the product Conforms to legal requirements as in the case of medical products Describes
27. Product support services Customer service is an essential element of the product strategy, and can play
28. Product line considerations The product line is comprised of a group of products that are closely
29. Product line length decisions The product line length involves the number of items in the product
30. Product line stretching Downward stretch Company initially located at the top end of the market and
31. Product-line stretching decisions
32. Product line filling Increasing the product line by adding more items within the present range of
33. Product mix decisions Product mix or product assortment consists of all the product lines and items
34. Four dimensions of the product mix Breadth or width Wide product mix containing many different product
36. Скачать презентацию

Слайд 2

Слайд 3

Слайд 4

Course reading / learning material
Kotler’s 6th edition:
Chapter 8: products , services

and brands
Chapter 9: developing new products
All presentations and hand outs on Blackboard
Examination:
Case with open + mc questions
Retake in period 4.

Слайд 5

Examples
Frozen Yogurt 1993:
- taste strawberry of “I Can’t Believe It’s

Yogurt” in the Netherlands
Holiday trips with master chefs at Talisman in 2008
Movie in Cinema’s/Distributors e.g. Scream 1 in 1996
DVD’s in stores of Nightmare in Elmstreet after death of Wes Craven in 2015

Слайд 6

Introduction: Product
To marketers, products are bundles of benefits delivered to the

customer.
The form in which these benefits are delivered can be both tangible and intangible.
At the intangible end of the product spectrum are services (i.e. Banking, hotel, hairdressing, airline, etc)
Product strategy is derived from the company's marketing objectives
influenced by how products are organised by line and range, and also by the product life cycle.

Слайд 7

Levels of a product
Three levels of product

Слайд 8

Levels of a product
Core product
problem solving service or core benefits

that consumers are really buying when they obtain a product. (‘In the factory, we make cosmetics; in the stores we sell hope’ by Charles Revlon)
Actual product (Tangible product)
incorporates the quality, features and design, brand name, packaging and other attributes that combine to deliver core product benefits.(iPhone X / Blackberry - in staying connected - it has all features)
Augmented product
incorporates the consumer services and benefits built around the core and actual products.
http://www.terrafugia.com/

Слайд 9

Product classifications
Products can be classified according to their durability and tangibility.

Non-durable products are goods consumed quickly and used on one or a few occasions, e.g. beer, soap.
Durable products are used over an extended time and may last for years, e.g. fridge.
Marketers also divide products and services into two other classifications: consumer and industrial products.

Слайд 10

Consumer products
Bought to satisfy personal and family needs.
Classified according to

consumer shopping habits:
- Convenience products
Purchased frequently, minimum comparison and buying effort.
- Shopping products
Process of selection, compared on bases of quality, suitability, price and style.
- Speciality products
Consumer goods with unique characteristics or brand identification for which a significant group is willing to make a special purchase effort
- Unsought products
Consumer does not know about the product or perceives no need for it.

Examples?

Слайд 11

Consumer products
Bought to satisfy personal and family needs.
Classified according to

consumer shopping habits:
- Convenience products
Purchased frequently, minimum comparison and buying effort. (e.g. Soap, sweets, newspapers and fast food)
- Shopping products
Process of selection, compared on bases of quality, suitability, price and style. (e.g. Furniture, clothing, used cars and major household appliances)
- Speciality products
Consumer goods with unique characteristics or brand identification for which a significant group is willing to make a special purchase effort.(e.g. specific brands of types of car, high-priced home entertainment systems, cameras, luxury goods)
- Unsought products
Consumer does not know about the product or perceives no need for it. (e.g. Life insurance, home security systems, pre-planned funerals and blood donations)

Слайд 12

Marketing considerations for consumer products

Слайд 13

What type of product is … for you?
Mobile phone
School books
French fries

with mayonaise
Beer
Visit cinema for one specific movie

Convenience products
Shopping products
Speciality products
Unsought products

Слайд 14

Industrial products
Products bought for further processing or the purposes of resale.
Distinction

based upon the purpose for which the product is purchased.
- Materials and parts
Raw materials (farm products and natural products)
Manufactured materials and parts (e.g. Iron, cement, wires). include component parts (e.g. Small motors, tyres)
- Capital items
Installations consist of buildings (factories, offices) and fixed equipment (generators, drill presses, large computer systems, lifts)
Accessory equipment include portable factory equipment and tools (hand tool, lift trucks) and office equipment (personal computers, photocopiers, desks)
- Supplies and services
Operations supplies such as the electricity to power the machines making shirts, paper, pencils.
Services such as repair services, (window cleaning, computer repair) and business advisory services (legal, management consulting, advertising)

Слайд 15

Organisations, persons, places and ideas
Marketers have broadened the concept of product

to include other marketable entities such as organisations, persons, places and ideas.

Слайд 16

Examples:
Kim Kardashian
Tower Bridge London
https://www.youtube.com/watch?v=QdpDIE8tTw8

Слайд 17

Product decisions
Marketers make product decisions at three levels:
individual product decisions

product line decisions
product mix decisions

Слайд 18

Individual product decisions
Product decisions are focused around the development and

marketing of
Product attributes;
Branding;
Packaging;
Labelling;
Product support services.

Слайд 19

Product attributes
Define the benefits offered to the customer
Product quality
Conformance and Customer

driven quality
Durability, reliability, precision, ease of operation and other valued attributes.
Product features
Features are competitive tools in differentiating the products from the competitors’. Assessed upon the basis of its customer value versus company cost. (e.g. adding a beamer to a cell phone)
Product style and design (e.g. Bang and Olufsen)

Слайд 20

Branding
A name, term, sign, symbol or design, or a combination of

these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from the competitors.

Слайд 21

Branding: benefits for consumers
Brand names tell the buyer about the quality

of the product.
Brand names increase shopper efficiency.
Brand names alert consumers to products that might benefit them.

Слайд 22

Branding: supplier advantage
Brand name makes it easier for the supplier to

process orders and track down problems.
The supplier’s brand name and trademark provide legal protection for unique production features that might otherwise be copied by the opposition.
Branding enables the supplier to attract a loyal and profitable set of customers.
Branding helps suppliers segment markets.

Слайд 23

Слайд 24

Branding: powerful marketing mechanism
Leads to higher and more consistent product quality.
Increases

innovation by giving producers an incentive to look for more new features that can be safeguarded by the patent.
Branding results in more product variety and choice for consumers.
Branding provides consumer information about products and where to find them.

Слайд 25

Packaging
Innovative and attractive packaging to gain the attention of the consumer.
Packaging

is central to the marketing considerations and the packaging concept should illustrate what the package should be or do for the product.
Protection of contents
Design and presentation
Colour, trade marks etc.
Tamper-proof packaging
Communication
Information

Слайд 26

Labelling
Identifies the product
Conforms to legal requirements as in the case of

medical products
Describes the key features of the product
Promotes the product through attractiveness
Grades the quality of the product
Unit pricing
Open dating
Nutritional labelling

Слайд 27

Product support services
Customer service is an essential element of the product

strategy, and can play a major or minor part in the product offering.
Product support services augment the actual products.

Слайд 28

Product line considerations
The product line is comprised of a group of

products that are closely related because:
they function in a similar manner
are sold to the same groups
are marketed through the same types of outlet
fall within given price ranges

Слайд 29

Product line length decisions
The product line length involves the number of

items in the product line.
Greatly influenced by the company objectives and the resources.
Product line growth needs to be planned carefully and is extended in two ways: ‘stretching’ and ‘filling’.

Слайд 30

Product line stretching
Downward stretch
Company initially located at the top end of

the market and then ‘stretches’ downwards to pre-empt a competitor or respond to an attack. Launch of C-Class by Mercedes-Benz or the A-Class and even Smart car.
Upward stretch
Companies stretching upwards to add prestige to their existing range of products. Toyota with the Lexus.
Can be risky due to customer perception and inability of sales people to trade up and negotiate to the new level.
Two-way stretch
Extending product lines upwards and downwards to address different segments of the market.

Слайд 31

Product-line stretching decisions

Слайд 32

Product line filling
Increasing the product line by adding more items within

the present range of the line.
Reasons for product filling:
Extra profits
Satisfying dealers
Using excess capacity
Being the leading full-line company
Plugging holes to keep out the opposition
Care needs to be taken that the line filling does not lead to cannibalisation and customer confusion.

Слайд 33

Product mix decisions
Product mix or product assortment consists of all the

product lines and items that a particular seller offers for sale to buyers.

Слайд 34

Four dimensions of the product mix
Breadth or width
Wide product mix containing

many different product lines.
Unilever producing cooking oil, toilet soap, cosmetics etc.
Length
Total number of products in the product lines (e.g. Diageo)
Depth
Different versions, such as size of packaging and different formulations.
Consistency
How closely related the various product lines are in end use, production requirements, distribution channels etc.

Product Launch course. Course reading / learning material

Содержание

Course reading / learning materialKotler’s 6th edition:Chapter 8: products , services

ExamplesFrozen Yogurt 1993: - taste strawberry of “I Can’t Believe It’s

Introduction: ProductTo marketers, products are bundles of benefits delivered to the

Levels of a productThree levels of product

Levels of a productCore product problem solving service or core benefits

Product classificationsProducts can be classified according to their durability and tangibility.

Consumer products Bought to satisfy personal and family needs. Classified according to

Consumer products Bought to satisfy personal and family needs. Classified according to

Marketing considerations for consumer products

What type of product is … for you?Mobile phoneSchool booksFrench fries

Industrial productsProducts bought for further processing or the purposes of resale.Distinction

Organisations, persons, places and ideasMarketers have broadened the concept of product

Examples:Kim KardashianTower Bridge Londonhttps://www.youtube.com/watch?v=QdpDIE8tTw8

Product decisionsMarketers make product decisions at three levels: individual product decisions

Individual product decisions Product decisions are focused around the development and

Product attributesDefine the benefits offered to the customerProduct qualityConformance and Customer

BrandingA name, term, sign, symbol or design, or a combination of

Branding: benefits for consumersBrand names tell the buyer about the quality

Branding: supplier advantageBrand name makes it easier for the supplier to

Branding: powerful marketing mechanismLeads to higher and more consistent product quality.Increases

PackagingInnovative and attractive packaging to gain the attention of the consumer.Packaging

LabellingIdentifies the productConforms to legal requirements as in the case of

Product support servicesCustomer service is an essential element of the product

Product line considerations The product line is comprised of a group of

Product line length decisionsThe product line length involves the number of

Product line stretchingDownward stretchCompany initially located at the top end of

Product-line stretching decisions

Product line fillingIncreasing the product line by adding more items within

Product mix decisionsProduct mix or product assortment consists of all the

Four dimensions of the product mixBreadth or widthWide product mix containing

Похожие презентации

Course reading / learning material
Kotler’s 6th edition:
Chapter 8: products , services

Examples
Frozen Yogurt 1993:
- taste strawberry of “I Can’t Believe It’s

Introduction: Product
To marketers, products are bundles of benefits delivered to the

Levels of a product
Three levels of product

Levels of a product
Core product
problem solving service or core benefits

Product classifications
Products can be classified according to their durability and tangibility.

Consumer products
Bought to satisfy personal and family needs.
Classified according to

Consumer products
Bought to satisfy personal and family needs.
Classified according to

What type of product is … for you?
Mobile phone
School books
French fries

Industrial products
Products bought for further processing or the purposes of resale.
Distinction

Organisations, persons, places and ideas
Marketers have broadened the concept of product

Examples:
Kim Kardashian
Tower Bridge London
https://www.youtube.com/watch?v=QdpDIE8tTw8

Product decisions
Marketers make product decisions at three levels:
individual product decisions

Individual product decisions
Product decisions are focused around the development and

Product attributes
Define the benefits offered to the customer
Product quality
Conformance and Customer

Branding
A name, term, sign, symbol or design, or a combination of

Branding: benefits for consumers
Brand names tell the buyer about the quality

Branding: supplier advantage
Brand name makes it easier for the supplier to

Branding: powerful marketing mechanism
Leads to higher and more consistent product quality.
Increases

Packaging
Innovative and attractive packaging to gain the attention of the consumer.
Packaging

Labelling
Identifies the product
Conforms to legal requirements as in the case of

Product support services
Customer service is an essential element of the product

Product line considerations
The product line is comprised of a group of

Product line length decisions
The product line length involves the number of

Product line stretching
Downward stretch
Company initially located at the top end of

Product line filling
Increasing the product line by adding more items within

Product mix decisions
Product mix or product assortment consists of all the

Four dimensions of the product mix
Breadth or width
Wide product mix containing