Download - Merketing presentation
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Md. Mahadi Hasan ID: 151-006-0-451Md. Rajibur Rahman ID: 151-008-0-451
Mostafa-Rashid Al-Farabi ID: 151-009-0-451Sajjad Hossain ID: 151-025-0-451
Md.Saifuzzaman Khan ID:151-005-0-451
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PRODUCT
• ANYTHING OFFERED TO MARKET• TO SATISFY A WANT OR NEED• Goods, services,
experiences, events, persons, places, properties, organizations, information, ideas
• MOST IMPORTANT ELEMENT OF MARKETING MIX
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the Product
Components of Market Offering
Attractiveness of the market offering
Value-based Prices
Product features and quality
Services mix and quality
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Product characteristics and classification• Product Levels
• Core benefit – the service or benefit the customer is really buying
• Basic product• Expected product – a set of attributes
and conditions buyers normally expect when they purchase the product
• Augmented product – exceeds customer expectations
• Potential product – encompasses all possible augmentations and transformations Figure 1. Product Levels
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5 Product Levels
• Core Benefit : Transportation from one place to another.
• Actual Product : Brand of the car, looks and design of the car.
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5 Product Levels
• Expected Product : Decent mileage, proper engine, inflated tires.
• Augmented Product : After-sale services, insurance policy.
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5 Product Levels
• Potential Product : May run more smoothly as it wears off a little.
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Product characteristics and classificationClassification Types of Products Kotler Example Local Example Medical Application
Durability and Tangibility
Nondurable goods Beer and shampoo Fruit juice, bread Face masks, micropore
Durable goods Refrigerator, machine tools, clothing
Printers, television MRI and CT scan machines
Services Haircuts, legal advice, appliance repairs
Massage, pest control Consultation services
Consumer Goods
Convenience goods Soft drinks, soaps, newspapers Canned goods Medications
Shopping goods Furnitures, clothing, major appliances
Shoes, rugs, kitchen utensils
Crutches and canes
Specialty goods Mercedes Broadband connection Prostethic devices
Unsought goods Smoke detectors, life insurance, cemetery plots, gravestones
CCTV cameras Health insurance
Industrial-Goods
Materials and parts Farm products, iron, yarn, cement, wires
Tires, seat covers BP cuff
Capital items Generators, drill presses, hand tools, lift trucks
Tow trucks, escalators Dialysis machines
Supplies and business services
Paint, nails, brooms, lubricants, coal, writing paper, pencils
Ink, whiteboard markers Batteries for penlights and other tools
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There are many product differentiations in the market namely the products’ form, features, customization, performance quality, conformance quality, reliability, repairability, durability, style & design.
form
features
customization
performance quality
conformance quality
durability
reparability
style & design
reliability
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Product and services differentiationProduct Differentiation Kotler Example Local example Medical Application
Form Aspirin Ballpens Most medications
Features None Cellular phone Xray machines
Customization Levi’s and Land’s End Flower arrangements Personalized treatments
Performance quality Mercedes-Benz Rubber shoes Infectious disease control
Conformance quality Porsche 911 Fastfood restaurants (BOOMERS CAFE, PIZZA HUT, KFC)
Treatment guidelines
Durability Vehicles, kitchen appliances Entertainment appliances (television, radio, video players)
Diagnostic machines
Reliability Maytag Home appliances Wheelchairs, patient beds
Repairability Computer hardware or software
Cellular phone hardware and software
Diagnostic machines, Ventilators
Style Apple computers, Godiva chocolates
Vehicles Medications
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Product and services differentiationServices Differentiation Kotler Example Local example Medical Application
Ordering Ease Baxter Healthcare supplies
Lazada, oshopping Appointment booking
Delivery Pizza delivery Fedex, DHL Laboratory results
Installation None Broadband connection Ventilator settings
Customer Training General Electric, McDonald’s
Foreign exchange stock holders
Asthmatics using nebulizers
Customer Consulting IBM, Oracle BPO industries Medical representatives
Maintenance and repair Hewlett-Packard Epson Diagnostic machines
Returns None Cellular phones Medications
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Product Hierarchy
Item
(PRUDENTIAL RENEWABLE TERM LIFE INSURANCE)
Product Type
(TERM LIFE INSURANCE)
Product Line
(LIFE INSURANCE)
Product Class
(FINANCIAL INSTRUMENTS)
Product Family
(SAVINGS & INCOME)
Need Family
(SECURITY)
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PRODUCT SYSTEMS & MIXES PROCTOR & GAMBLE
PRODUCT-MIXWIDTH
DETERGENTS TOOTHPASTE BAR SOAP DISPOSABLEDIAPERS
PAPER PRODUCTS
PRODUCT LINELENGTH
Ivory Snow (1930)
Tide (1946)
Gleam (1952)
Crest (1955)
Ivory (1879)
Camay (1926)
Zest (1952)
Safeguard (1963)
Oil of Olay (1993)
Pampers (1961)
Luvs (1976)
Charmin (1928)
Bounty (1965)
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• Design is the totality of features that affect how a product looks, feels, and functions to a consumer. • Design offers a potent way to differentiate and position a company’s
products and services • Design offers functional and aesthetic benefits and appeals to both our
rational and emotional sides • Examples:• Kotler example: Hewlett-Packard PCs• Local Example: Magnum Cafe• Medical application: GE healthcare electronics
Product design
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PACKAGING, LABELING, WARRANTIES &GUARANTEES
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PACKAGING
• All activities of designing and producing the container for a product.
• 3 LEVELS OF MATERIALS1. Primary Package2. Secondary Package3. Shipping Package
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OBJECTIVES OF PACKAGING
1. IDENTIFY THE BRAND2. CONVEY DESCRIPTIVE & PERSUASIVE INFORMATION3. FACILITATE PRODUCT TRANSPORTATION &
PROTECTION4. ASSIST AT-HOME STORAGE5. AID PRODUCT CONSUMPTION
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MARKETING TOOL
• COMPANY & BRAND IMAGE• Ex. Garnier Fructis -
bright green hair care packaging
• INNOVATION OPPORTUNITY• Ex. Heinz EZ Squirt
ketchup & upside-down bottle
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LABELING
1. IDENTIFIES PRODUCT
2. DESCRIBE PRODUCT3. PROMOTE PRODUCT
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WARRANTIES & GUARANTEES
• All sellers are legally responsible for buyer’s normal or reasonable expectations.•WARRANTIES• Formal statements of expected product
performance by manufacturer.• Products can be returned to
manufacturer for repair, replacement, or refund.
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WARRANTIES & GUARANTEES
• EXTENDED WARRANTIES• Best Buy & Circuit City
• GENERAL & SPECIFIC GUARANTEES• P&G - product returned if customer satisfaction not met• CROSS - pens & pencils guaranteed for life
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SUMMARY
1. PRODUCT CHARACTERISTICS2. 5 PRODUCT LEVELS3. DURABILITY & TANGIBILITY4. PRODUCT DIFFERENTIATION5. SERVICE DIFFERENTIATION
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SUMMARY
6. PRODUCT HIERARCHY7. PRODUCT SYSTEMS & MIXES8. PACKAGING 9. PACKAGING AS MARKETING TOOL 10.WARRANTIES & GUARANTEES
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