Designing the social productDesigning the social product

By Uttam Raj RegmiBy Uttam Raj Regmi

Philip Kotler defines a product as Philip Kotler defines a product as

“ “ Anything that can be offered to a Anything that can be offered to a market for attention, acquisition, use market for attention, acquisition, use or consumption and that might or consumption and that might satisfy a want or need.”satisfy a want or need.”

“ “ Product is everything that one Product is everything that one receives in an exchange”receives in an exchange”

What is Product ?What is Product ?

Social Marketing ProductsSocial Marketing Products

Social Product

Idea

Practice

Tangible

Idea: Fight SmokingIdea: Fight Smoking

PracticePractice

Tangible objectTangible object

Product Life CycleProduct Life Cycle

Introduction Growth Maturity Decline

New product development processNew product development process

BrainstormingBrainstorming Idea generationIdea generation Idea ScreeningIdea Screening Concept development and testingConcept development and testing Product development and testingProduct development and testing Test MarketingTest Marketing Commercialization/Social marketingCommercialization/Social marketing

Designing Social ProductDesigning Social Product

Social Product

Product Positioning

Dressing up The product

BrandingPackaging

Image Designing ofThe product

TargetGroup

What is Branding ?What is Branding ?

Branding involves using an identification Branding involves using an identification feature on the product so that buyers can feature on the product so that buyers can easily recognize the product and its easily recognize the product and its manufacture.manufacture.What is a brand?What is a brand?A brand is a name, sign, symbol, design or A brand is a name, sign, symbol, design or a combination of these to identify the a combination of these to identify the products or services. Eg. Dhaal , Rangela, products or services. Eg. Dhaal , Rangela, Postinor, Mercedes, Wai Wai, Tata, DHL Postinor, Mercedes, Wai Wai, Tata, DHL etc.etc.

Importance of branding to Importance of branding to marketersmarketers

PromotionPromotion Value buildingValue building Product image and personality Product image and personality

developmentdevelopment Product postioningProduct postioning Brand layaltyBrand layalty Expansion of the product lineExpansion of the product line

Importance of branding to buyersImportance of branding to buyers

Product identification and choiceProduct identification and choice Quality assuranceQuality assurance Regularity of supplyRegularity of supply Prestige and statusPrestige and status Promotion of social eventsPromotion of social events Protection of consumer’s rightsProtection of consumer’s rights Responsiveness to environmental Responsiveness to environmental

problemsproblems

Features of good brandFeatures of good brand

Easy to say, spell and recallEasy to say, spell and recall DistinctivenessDistinctiveness Reflecting product’s attributeReflecting product’s attribute Legally protectableLegally protectable Possibility of product line extensionPossibility of product line extension Possibility of use in the foreign Possibility of use in the foreign

marketsmarkets

Top Ten Brands of the WorldTop Ten Brands of the World Coca-Cola Coca-Cola Microsoft Microsoft IBM IBM General Electric (GE) General Electric (GE) Nokia Nokia Toyota Toyota Intel Intel McDonald's McDonald's Disney Disney Mercedes Benz Mercedes Benz

What is packaging ?What is packaging ?

Packaging is wraping a commodity or Packaging is wraping a commodity or bundling it in a way suitable for bundling it in a way suitable for transporting, storing and handling.transporting, storing and handling.

There are three levels of packagingThere are three levels of packaging

- Primary : eg. tooth past, milk can- Primary : eg. tooth past, milk can

- Secondary:eg. Wrap. -Soap, bread, - Secondary:eg. Wrap. -Soap, bread,

- Shipping: eg. Cardboard, wooden - Shipping: eg. Cardboard, wooden

boxesboxes

Function of packagingFunction of packaging

ProtectionProtection IdentificationIdentification CommunicationCommunication PromotionPromotion Product differentiationProduct differentiation

Features of a good packageFeatures of a good package

ConvenientConvenient AttractiveAttractive CommunicativeCommunicative EconomicEconomic Environment friendlyEnvironment friendly

What is labeling ?What is labeling ?

A label is that part of the product in A label is that part of the product in which the brand name, brand mark, which the brand name, brand mark, information about the product, its information about the product, its use, ingredients, date of use, ingredients, date of manufacture, manufacture’s name manufacture, manufacture’s name and address appear. and address appear.

Types of labelsTypes of labels Brand labels: The most simple form of Brand labels: The most simple form of

labels in which only the brand name labels in which only the brand name appears. Eg. Suiting, saris, shirts.appears. Eg. Suiting, saris, shirts.

Grade labels: Provide quality or grand of Grade labels: Provide quality or grand of the product along with the brand name. the product along with the brand name. They are mostly perishable and semi They are mostly perishable and semi perishable products. Eg. Fruits, food perishable products. Eg. Fruits, food grains, meat, eggs, etcgrains, meat, eggs, etc

Descriptive labels: They contain full Descriptive labels: They contain full description of the products and their description of the products and their ingredients including their uses, ingredients including their uses, precautions etc.precautions etc.

Functions of labelsFunctions of labels

IdentificationIdentification DescriptionDescription PromotionPromotion

Example, of designing and BrandingExample, of designing and BrandingEcon.pps