Chapter 30 Product Planning. Category Management Process that involves managing product lines as individual business units Process that involves managing.

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Presentation transcript:

Chapter 30 Product Planning

Category Management Process that involves managing product lines as individual business units Process that involves managing product lines as individual business units Manufactures work closely with retailers to maximize profits within their category Manufactures work closely with retailers to maximize profits within their category Planograms are computer-developed diagram that show product shelf placement Planograms are computer-developed diagram that show product shelf placement

Positioning by Price & Quality Economy Line vs. Luxury Line Economy Line vs. Luxury Line High Price as Symbol of Quality High Price as Symbol of Quality Low Price as Indication of Value Low Price as Indication of Value

Positioning by Features & Benefits Specific Feature or Characteristic Specific Feature or Characteristic Benefit Provided to the Customer Benefit Provided to the Customer Convenience Convenience Portability Portability

Positioning in Relation to the Competition When a company is trying to solidify position in relation to another company When a company is trying to solidify position in relation to another company Create an underdog situation Create an underdog situation Highlight key differences Highlight key differences

Positioning in Relation to Other Products in A Line Build off of established product Build off of established product Highlight new feature or modification Highlight new feature or modification

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