1 Part four : Product Strategy ( Chapter9-Charpter10)

2 What Is Product? (P.276) Product:Anything that can be offered to a market for attention,acquisition,use,or consumption that might satisfy a wants and needs. Service: Any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything.

3 Tree Lever of Product (P.279) Augmented product Actual product Core product Core benefit Core benefit Packaging Brand name Quality lever Design Features Installation Delivery and credit Warranty After sale service

4 Core benefit Expected product Augmented product Potential product Five product levels Basic product

5 Product Classification (P.280) Consumer Products Convenience Products Convenience Products Shopping Products Shopping Products Specialty products Specialty products Unsought products Unsought products Materials and parts Materials and parts Capital items Capital items Industrial Products Supplies and services

6 Individual Product Decisions (P.283) Product attributes Product attributes Branding Packaging Labeling Product support services Product support services

7 Product Attributes (P.284) Product attributes Product attributes Product quality Product features Product Style & Design

8 Product line & Product Mix Decisions Product line : (P.289) A group of products that are closely related because they function in a similar manner,are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges. Product mix: (P.290) the set of all product lines and items that a particular seller offers for sale.

9 Product mix matrix Product Line A Product Line B Product Line C Product Items (depth ） A1 A2 A3 B1 B2 B3 B4 B5 C1 C2 （ width ）

10 Branding (P.285) Brand :A name,term,sign,symbol,or design,or a combination of these intended to identify the goods or services of sellers,and to differentiate them from those of competitors.

11 Branding The meaning of brand The meaning of brand Attributes Benefits Personality Values

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13 Major branding decisions (P.292) Line extensions Brand extensions Multi brand New brand Line extensions Brand extensions Multi brand New brand Manufacturer’s Brand Private brand Licensing Co-branding Manufacturer’s Brand Private brand Licensing Co-branding Brand development Brand sponsorship Brand name selection Brand positioning Manufacturer’s Brand Private brand Licensing Co-branding Manufacturer’s Brand Private brand Licensing Co-branding Attributes Benefits Beliefs and values Attributes Benefits Beliefs and values

14 Brand Sponsor (P.293) Manufacturer’s brand(Natio0nal brand): A brand created and owned by the producer of a product or service. Private brand (or middleman,distributor,or store brand): A brand created and owned by a reseller of a product or service.

15 Brand Sponsor (P ) Licensing: to be licensed brand previously created by other manufacturers or the well-known names and symbols owner. Co-brand: the practice of using the established brand names of tow different companies on the same product.

16 Brand Strategy （ P.296) Product Category Existing New Existing Brand name New Line extension Multi-brands Brand extension New brand

17 Services marketing Characteristics of a service (P.299) Services Intangibility （无形性） Services cannot be seen, tasted, felt, heard or smelled before purchase Intangibility （无形性） Services cannot be seen, tasted, felt, heard or smelled before purchase Variability （可变性） Quality of service depends on who provides them and When,where,and how. Variability （可变性） Quality of service depends on who provides them and When,where,and how. Inseparability （不可分性） Services cannot be separated from their providers Inseparability （不可分性） Services cannot be separated from their providers Perishability （易逝性） Services cannot be stored For later sales or use. Perishability （易逝性） Services cannot be stored For later sales or use.

18 Service marketing strategies mix Pricing strategy Pricing strategy Product strategy Product strategy People Process Placing strategy Placing strategy Physical evidence Physical evidence Promotion strategy Promotion strategy

19 Types of marketing in service industries Company Employees Customers Internal marketing External marketing Interactive marketing

20 The New-product Development Process (316) Idea Generation Idea Generation Concept Development and Testing Concept Development and Testing Marketing Strategy develop- ment Marketing Strategy develop- ment Business Analysis Business Analysis Test marketing Test marketing Commer- cialization Commer- cialization Idea Screening Product Development

21 Major Idea Resources Internal Sources Internal Sources Customers Competitors Distributors & Others

22 Product Life Cycle (P.330) Sales & Profit Sales Profit Product Development Introduction Growth Maturity Decline

23 The Strategies in The Product Life Cycle Introduction Stage: High price Low promotion Low price High promotion

24 The Strategies in The Product Life Cycle Growth Stage: High market share High market share High current profit High current profit

25 The Strategies in The Product Life Cycle Maturity Stage: Modifying the Market Modifying the Market Modifying the Product Modifying the Product Modifying the Marketing Mix Modifying the Marketing Mix

26 The Strategies in The Product Life Cycle Decline Stage: Maintain Harvest Drop

27 产品生命周期各阶段基本策略： 导入期 —— 突出一个 “ 快 ” 字； 成长期 —— 强调一个 “ 好 ” 字； 成熟期 —— 抓住一个 “ 优 ” 字； 衰退期 —— 明确一个 “ 转 ” 字。