kotler_mm_14e_12_ippt.ppt
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This document discusses product strategy and defines a product as anything that can satisfy a want or need. It describes different levels and classifications of products, including durability, tangibility, consumer vs. industrial goods, and product differentiation strategies. Packaging is discussed as the "fifth P" of marketing, with objectives like identifying brands and facilitating transportation. Labels are described as identifying, grading, describing, and promoting products.
kotler_mm_14e_12_ippt.ppt
- 2. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-2 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.
- 3. Figure 12.1 Components of the Market Offering Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-3
- 4. Figure 12.2 Five Product Levels Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-4
- 5. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-5 Product Classification Schemes Durability Use Tangibility
- 6. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-6 Durability and Tangibility Nondurable goods Durable goods Services
- 7. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-7 Consumer Goods Classification Convenience Unsought Shopping Specialty
- 8. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-8 Industrial Goods Classification Materials and parts Capital items Supplies/business services
- 9. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-9 Product-Mix Width and Product-Line Length for Proctor& Gamble Products PRODUCT- LINE LENGTH Product-Mix Width Detergents Toothpaste Disposable Bar Soap Diapers Paper Tissue Ivory Snow (1930) Dreft (1933) Tide (1946) Cheer (1950) Gleem (1952) Crest (1955) Ivory (1879) Kirk’s (1885) Lava (1893) Camay (1926) Pampers (1961) Luvs (1976) Charmin (1928) Puffs (1960) Banner (1982) Summit (1992)
- 10. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-10 Product Differentiation Product form Features Customization Performance Conformance Durability Reliability Repairability Style
- 11. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-11 Service Differentiation Ordering ease Delivery Installation Customer training Customer consulting Maintenance and repair Returns
- 12. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-12 Design Differentiation
- 13. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-13 Line Stretching Down-Market Stretch Up-Market Stretch Two-Way Stretch
- 14. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-14 Two-Way Product-Line Stretch: Marriott Hotels Quality Economy Superior Standard Good Price High Above average Average Low Fairfield Inn (Vacationers) Courtyard (Salespeople) Marriott (Middle managers) Marriott Marquis (Top executives)
- 15. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-15 What is the Fifth P? Packaging, sometimes called the 5th P, is all the activities of designing and producing the container for a product.
- 16. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-16 Factors Contributing to the Emphasis on Packaging Self-service Consumer affluence Company/brand image Innovation opportunity
- 17. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-17 Packaging Objectives Identify the brand Convey descriptive and persuasive information Facilitate product transportation and protection Assist at-home storage Aid product consumption
- 18. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-18 Functions of Labels Identifies Grades Describes Promotes