Vous êtes sur la page 1sur 27

Kotler Keller

Marketing Management 14e

Phillip

Kevin Lane

Setting Product Strategy

Discussion Questions
1. What are the characteristics of a product, and how do marketers classify products? 2. How can companies differentiate products? 3. Why is product design important and what factors affect a good design? 4. How can a company build and manage its product mix and product lines?
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 3 of 27

Discussion Questions
5. How can companies combine products to create strong co-brands or ingredient brands? 6. How can companies use packaging, labeling, warranties, and guarantees as marketing tools?

Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 4 of 27

Marketing Planning

Needs

Wants

Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 5 of 27

Components of the Market Offering

Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 6 of 27

Product Characteristics/Classifications
Persons

Experiences Events Properties Organizations Information Ideas

Goods
Services
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall

Places
Slide 7 of 27

Five Product Levels

Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 8 of 27

Product Levels
Core Benefit
(Rest and sleep)

Basic Product
(Bed, bathroom, towels)

Expected Product
(Clean bed, fresh towels)

Customer-value Hierarchy

Augmented Product
(Free Internet; free breakfast)

Potential Product
(Future augmentations)
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 9 of 27

Product Classifications
Durability and Tangibility

Nondurable goods

Durable goods

Services
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 10 of 27

Product Classifications
Staples Impulse goods Emergency goods

Consumer-Goods
Specialty goods

Convenience goods

Shopping goods
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall

Unsought goods
Slide 11 of 27

Product Classifications
Materials and Parts
Manufactured materials

Industrial-Goods Capital Items


Installations

Raw materials

Supplies and business Services

Equipment

Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 12 of 27

Product and Services Differentiation

Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 13 of 27

Product Differentiation
Form
Customization

Features Durability Conformance Repairability Style

Performance Reliability

Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 14 of 27

Services Differentiation
Customer Consulting Ordering Ease Delivery & Returns

Training

Installation
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall

Maintenance & Repair


Slide 15 of 27

Design
Functional Benefits

Aesthetic Benefits

Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 16 of 27

Product and Brand Relationships


Product Hierarchy Product Systems/Mixes Product Line Analysis Product Line Length Product Mix Pricing Co-Branding
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 17 of 27

Product Hierarchy
Need Family Product Family

Product Class
Product Line Product Type Item
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 18 of 27

Product Systems and Mixes


Width

Product System

Consistency

Product Mix

Length

Depth

Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 19 of 27

Proctor & Gamble Product Mix


Product Mix Width

Detergents

Toothpaste Bar Soap

Disposable Paper Diapers Products

Ivory Snow

Gleem

Ivory

Pampers

Charmin

Dreft
Tide
Product Line Length

Crest

Camay
Zest Safeguard

Luvs

Puffs
Bounty

Cheer

Dash
Bold Gain

Oil of Olay

Era
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 20 of 27

Product Line Analysis


Sales and Profit

Market Profile

Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 21 of 27

Product-Item Contributions

Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 22 of 27

Product Map

Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 23 of 27

Product Line Length


Up-market stretch

Line modernization, featuring, and pruning


Two-way stretch

Line stretching
Down-market stretch

Line filling

Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 24 of 27

Product Mix Pricing

Product line pricing

Captive-product pricing

Optional-feature pricing
By-product pricing

Two-part pricing
Product-bundling pricing

Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 25 of 27

Co-Branding and Ingredient Branding


Co-Branding
Same-company Joint venture Multi-sponsor Retail co-branding

Ingredient Branding
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 26 of 27

Packaging and Labeling


Packaging Objectives
1. 2. 3. 4. 5. Brand identification Persuade Protection At-home storage Aid consumption

Labeling Objectives
1. 2. 3. 4.
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall

Identify Grade Describe Promote


Slide 27 of 27