1. Marketing mix: Product and packaging
Chapter 19

2. What you will learn:- Role of the product Product Development
Importance of Branding
Importance of Packaging
Product-Life Cycle
Extension Strategies of the Product-Life Cycle.

3. Role of products in the marketing mix
After market segmentation, the product and packaging are chosen.
Most important element.
Product look, properties, etc are researched.
Product must fulfill a want /satisfy customer.

4. Types of product. Consumer goods- Bought by people.
Different types of products. Some sold to consumers, some sold to producers.
Products are grouped into:-
Consumer goods- Bought by people.

5. Types of product. Consumer services- Services for people.
Different types of products. Some sold to consumers, some sold to producers.
Products are grouped into:-
Consumer services- Services for people.

6. Types of product. Producer goods- Goods produced for other businesses.
Different types of products. Some sold to consumers, some sold to producers.
Products are grouped into:-
Producer goods-
Goods produced for other businesses.

7. Types of product. Producer services-
Different types of products. Some sold to consumers, some sold to producers.
Products are grouped into:-
Producer services-
Services which help other businesses

8. Tick where each product belongs correctly.
*QUIZ TIME!!!
Tick where each product belongs correctly.
Product
Consumer good
Consumer service
Producer good
Producer service
Toothpaste
Bank accounts
Office cleaning
T.V programme
Factory building

9. GOOD PRODUCT POINTS: HAS TO SATISFY or will not sell.
Right quality so the price is what customers want to pay.
A substantial amount of profit should be added to the product price.
Attractive design to aimed age group.
Appropriate quality for brand image.
Reputation should be good or else no buyers.

10. Product Development:
Process businesses go through when developing product:-
Sales department
Research & development
Ideas generated
Customer suggestions
Competitors products
Select best ideas for further research
Some ideas abandoned, some researched further.
Break even analysis. How large will the sales be needed to cover costs.
Decide if it will sell well. Product success?
Develop a prototype
Example/ test. Defaults are seen and taken care of.
Product launched in a small part of the market. It’s successfulness is determined.
Test the market.
Full launch of product to market
Launched into main market. Later could be exported.

11. BREAK-EVEN ANALYSIS

12. Name the Brand

13. Name the Brand

14. Name the Brand

15. Name the Brand

16. Name the Brand

17. Name the Brand

18. Name the Brand

19. Name the Brand

20. Name the Brand

21. Name the Brand

22. Name the Brand

23. The Importance of Branding
Today products aren't sold directly to customers, but to other businesses or retailers.
Products are sold to by being branded.
Branded products  higher quality
 better consumer confidence
Use of brands to encourage repeat purchases
Creates Brand Loyalty

24. The role of packaging in the marketing mix
Suitable for the product.
Provide protection, doesn’t allow it to spoil.
Suitable for transporting
Should not be too delicate
Used in promoting product
Color, shape, attractiveness.
Eye-catching

25. Product Life Cycle (PLC)
All products DO NOT LAST FOREVER.
Like all living organisms, products also have certain stages of their “lives” to go through.
The process of what happens to a product is called the product life cycle.

26. Product Life Cycle (PLC)

27. Product Life Cycle (PLC)
See “light bulb video”
Questions
Define the term “product life cycle”
Explain why the standard 100 watt light bulb is being phased out by leading retailers
Why are customers prepared to pay a higher price for energy-saving light bulbs?
Extension - What method of production is used in the manufacture of light bulbs?

28. Extending the product life cycle
-Ways that sales may be given a boost.
Sell into new markets, e.g. export the product to another country
Introduce new variations of the original product, e.g. a children version
Make small changes to the product’s design, colour or packaging
EXTENDING THE PRODUCT LIFE CYCLE
Use a new advertising campaign
Introduce a new, improved version of the old product
Sell through additional, different retail outlets

29. Let’s see how much you know…
Who are the customers?
What attracts them to the product?
What brand image is trying to be created?
Where it is sold?
How does the name support the brand image?

30. Let’s see how much you know…
Who are the customers?
What attracts them to the product?
What brand image is trying to be created?
Where it is sold?
How does the name and packaging support the brand image?

31. Let’s see how much you know…
Who are the customers?
What attracts them to the product?
What brand image is trying to be created?
Where it is sold?
How does the name and packaging support the brand image?

32. Let’s see how much you know…
Who are the customers?
What attracts them to the product?
What brand image is trying to be created?
Where it is sold?
How does the name support the brand image?

33. *EXTENSTION QUESTIONS.
YOU HAVE CREATED A NEW MILK PRODUCT FOR KIDS. THE MARKET SEGMENT IS AIMED FOR PARENTS TO BUY IT FOR THERE KIDS. IT IS HEALTHY WITH VITMAINS AND MINERALS .
Which of the containers from above would you use for the new fruit-flavored milk drink? Explain?
Which colours should the container be?
Choose a brand name for the drink. What image does this name give the product?
What information would be needed to be put on the product?

34. THE END!!