【市场营销英文版】13Product Strategy课件.pptx

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1、Product StrategyProduct StrategyDefinition:ProductA product is anything that can be offered to a market to satisfy a want or need.This can include:physical goods,services,experiences,events,places,properties,organizations,information,and ideas.Product StrategyCustomers usually judge products on thre

2、e criteria:Product features and qualityServices mix and qualityPrice appropriatenessProduct StrategyCustomer Value Hierarchy:When products are developed,five levels of value often are considered:1.Core benefit2.Basic product3.Expected product4.Augmented product5.Potential productProduct StrategyCore

3、 benefit:products fundamental service or benefit offered.Basic product:product derived from the core benefit.Expected product:product with all of its attributes and conditions expected by customers.Augmented product:product with all of its attributes and conditions that exceed customer expectations.

4、Potential product:product during and after all of the augmentations and transformations that might occur in the future.Product StrategyProduct Classifications:Marketers usually classify products on the basis of three characteristics:DurabilityTangibilityConsumer/industrial useProduct StrategyDurabil

5、ity:products useful life.Tangibility:a products degree of substantive-nessConsumer/Industrial use:who uses it,consumers or businessesProduct StrategyOther important marketing considerations include:PackagingLabeling Warranties and guaranteesProduct StrategyPackaging:Several factors have helped packa

6、ging become important to marketers.They include:Self-service natural of most retail storesConsumer affluence and the willingness to pay a little moreThe importance of company brands and imagesOpportunity to innovateProduct StrategyPackaging must achieve a number of objectives,including:Identify the

7、brandCommunicate descriptive and persuasive infoFacilitate product transportation and protectionAssist in home storageAid in product consumptionProduct StrategyAll packaging elements must fit product pricing,advertising,and other marketing activities.Testing packaging elements before making the prod

8、uct available for sale has become a normal and necessary activity for businesses.Product StrategyLabeling:All packaged products require labels.Labels perform several important functions:Identify the product and/or brandDescribe the productPromote the productProduct StrategyLabels usually are not ete

9、rnal.As generations pass and societies change,labels often need to changed or updated in order to continue attracting customers.Product StrategyWarranties and guarantees:A warranty is a formal statement of expected product performance by the manufacturer.They are legally enforceable.A guarantee is a

10、 promise to reduce perceived risk and provide assurance that the product is dependable.Product StrategyOffering warranties and guarantees can help market a product.If extra or extended warranties are offered in exchange for a small fee,they can be profitable too.However,be careful.Overpromising and

11、under delivering through warranties and guarantees can be a big money loser.Product StrategyNew ProductsWhat is a new product for a company?It is a product that has been acquired from another company or developed by the company itself.Product StrategyNew Products:Six CategoriesNew-to-the-world produ

12、ctsNew product linesAdditions to existing product linesImprovements and revisions to existing productsRe-positioning Cost reductionsProduct StrategyMost new products fail.Reasons:Market/marketing failure(small size of the potential market,no clear product differentiation,poor positioning,misundersta

13、nding of customer needs)Financial failure(low investment return)Timing failure(too late or too early)Technical failure(product did not work,bad design)Organizational failure(did not fit well with organizational culture,lack of support)Environmental failure(government regulations,macroeconomic factor

14、s)Product StrategyNew product development,stages:1.Idea generation2.Idea screening3.Concept development and testing4.Marketing strategy development5.Business analysis6.Product development7.Market testing8.CommercializationProduct StrategyMost products have life spans,meaning they can be marketable f

15、or weeks or decades,but at a certain point in time in the future consumers will no longer be interested in the product and buy it.These life spans often are referred to as the product life cycle.How a company positions and differentiates a product during this life span should change over time,depend

16、ing at which life cycle stage the product has entered.Product StrategyProduct Life Cycle Stages:1.Introduction stage2.Growth stage3.Maturity stage4.Decline stageProduct StrategyA products life cycle stage often will help determine what would be the best marketing objectives and strategies to follow.

17、The following tables give information and suggestions about products at each life cycle stage.Product StrategyCharacteristicsIntroductionGrowthMaturityDeclineSalesLow salesRapidly rising salesPeak salesDeclining salesCostsHigh cost per customerAverage cost per customerLow cost per customerLow cost c

18、ustomerProfitsNegativeRising profitsHigh profitsDeclining profitsCustomersInnovatorsEarly adoptersMiddle majorityLaggardsCompetitorsFewGrowing numberStable number beginning to declineDeclining numberProduct StrategyMarketing ObjectivesIntroductionGrowthMaturityDeclineCreate product awareness and tri

19、alMaximize market sizeMaximize profit while defending market shareReduce expenditure and milk the brandProduct StrategyStrategiesIntroductionGrowthMaturityDeclineProductOffer basic productOffer product extensions,service,etc.Diversify brandsPhase out weak items or modelsPriceCharge cost plusPrice to

20、 penetrate marketPrice to match or beat competitorsCut priceDistributionBuild selective distributionBuild intensive distributionBuild more intensive distributionGo selective,profitable outlets onlyAdvertisingBuild product awareness among early adopters Build awareness and interest in the mass market

21、Stress brand differences and benefitsReduce,but try to retain loyal buyersSales PromotionUse heavy sales promotion to entice trialReduce to take advantage of heavy consumer demandIncrease to encourage brand switchingReduce to minimal level1、有时候读书是一种巧妙地避开思考的方法。3月-233月-23Monday,March 27,20232、阅读一切好书如同

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