1. 1 Part four : Product Strategy ( Chapter8-Charpter9)

2. 2 What Is Product? (P.232) 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. 3 Tree Lever of Product (P.234) 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. 4 Core benefit Expected product Augmented product Potential product Five product levels Basic product

5. 5 Product Classification (P.235) 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. 6 Individual Product Decisions (P.239) Product attributes Product attributes Branding Packaging Labeling Product support services Product support services

7. 7 Product Attributes (P.239-242) Product attributes Product attributes Product quality Product features Product Style & Design

8. 8 Product line & Product Mix Decisions Product line : (P.247) 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.248) the set of all product lines and items that a particular seller offers for sale.

9. 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. 10 Branding 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. 11 品牌是符号与内容的统一 外在标识 符号 创意素材 内在特质 内容 经营题材 联想

12. 12 Branding The meaning of brand The meaning of brand Attributes Benefits Personality Values

13. 13 品牌内在特质的构成 产品利益 价值认知差异 价位档次 层级认知差异 市场认知差异 文化认知差异 使用人群 个性形象

14. 14 Brand equity (P.249) The positive differential effect that knowing the brand name has on customer response to the product or service.

15. 15 Building Strong Brands (P.250) 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 Selection Protection Selection Protection Attributes Benefits Beliefs and values Attributes Benefits Beliefs and values

16. 16 案例 1 ：新黄浦集团 在没有大厦之前，我们 只是普通的砖。 创意理念： 砖头宣言： 砖头 平凡而普普通通 坚实负重 砌成了河边小筑，摩天大楼 由平凡、普通走向堂皇 新黄浦集团 如砖头的叠加，层层坚实 平凡的我，能构筑辉煌

17. 17 案例 2 ：石库门 - 上海老酒 创意理念： 上海人管喝酒叫 “ 吃老酒 ” “ 上海老酒 ” 体现了 “ 上海味道 ” 什么最能形象地表现 “ 上海味道 ” ？ 于是想到了 “ 石库门 ” 由 “ 石库门 ” 联想到 “ 上海味道 ” 又由 “ 上海味道 ” 联想到 “ 上海老酒 ” 。

18. 18 Brand Sponsorship (P.252) Manufacturer’s brand(National 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.

19. 19 Brand Sponsoring (P.253-254) 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.

20. 20 Brand Strategy （ P.255) Product Category Existing New Existing Brand name New Line extension Multi-brands Brand extension New brand

21. 21 Services marketing Characteristics of a service (P.258) 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.

22. 22 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

23. 23 Service-profit Chain (P.260) The chain that links service firm profits with emprloyee and customer satisfaction. 良好 工作 环境 良好 工作 环境 员工 满意 度 员工 满意 度 员工 忠诚 度 员工 忠诚 度 员工 工作 效率 员工 工作 效率 服务 价值 服务 价值 顾客 满意 度 顾客 满意 度 顾客 忠诚 度 顾客 忠诚 度 企业 经营 利润 企业 经营 利润 内部效应外部效应

24. 24 Types of marketing in service industries (P.260) Company Employees Customers Internal marketing External marketing Interactive marketing

25. 25 The New-product Development Process (P.276) 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

26. 26 Major Idea Resources Internal Sources Internal Sources Customers Competitors Distributors & Others

27. 27 Product Life Cycle (P.290) Sales & Profit Sales Profit Product Development Introduction Growth Maturity Decline

28. 28 The Strategies in The Product Life Cycle Introduction Stage: High price Low promotion Low price High promotion

29. 29 The Strategies in The Product Life Cycle Growth Stage: High market share High market share High current profit High current profit

30. 30 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

31. 31 The Strategies in The Product Life Cycle Decline Stage: Maintain Harvest Drop

32. 32 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。