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Product
All you need to know about products
(For now :) )
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Classification of Consumer Goods
• All consumer goods fall into one of three classifications:
– Specialty goods– shopping goods – convenience goods
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Specialty Goods
• A specialty good is any product that consumers will go out of their way to buy because they see it as having particularly unique advantages
• If consumers know exactly what they want, and will accept no substitutes, they view the product that will satisfy their wants as being extremely desirable
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Shopping goods
• Shopping goods are products that consumers purchase after comparing the price, quality, and suitability of similar goods.
• Shopping goods can be compared in two ways: either by price, because the consumer views all of the products to be of equal quality; or by quality, with price being less important
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Brands, Brand Names, and Trade marks
• A brand is a title, symbol, or combination of both that identifies a product in the mind of a consumer and sets it apart from it’s competitors.
• A brand name is the verbal portion of a brand, the part that can be spoken.
• A trademark is a legally protected name or symbol which is owned exclusively by the company which is represents.
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Brand loyalty
• There are 3 levels of brand loyalty:
– Brand insistence– Brand preference – Brand recognition
• Successful brands are worth fortunes!• Brand Families vs individual Brands
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Brand insistence
• highest level of brand loyalty • A product that has achieved brand insistence
requires very little promotion either to retailers or to consumers
• Consumers are already convinced and only need to know where the product can be purchased
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Brand preference
• next highest level of loyalty
• The greatest concern…to make sure that their brand is available to all potential customers
• placing the product in many retail outlets and ensuring that a sufficient stock is available
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Brand recognition
• Brand recognition is the lowest level of brand loyalty
• Brand loyalty does not happen all at once. First a product must be recognized; later it will be preferred and, perhaps, eventually insisted upon.
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Packaging
• Packaging is a part of the total product and covers the following :– contain the product– facilitate storage and use– protect and preserve the product– identify and promote the product– be cost effective
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Facilitating Storage and Use
• Good package makes product easy to use:– spouts on milk containers– one-at-a time bag dispensers– twist off caps– re-sealing bags for crackers, cheese, etc..
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Protecting and preserving Product
• During transport (light bulb, Computer, chips)
• To prevent spoilage (food products)
• Increase shelf life (Aseptic juice cartons)
• protection against tampering (Pharmaceuticals)
• Protect against theft
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Identify and Promote Product
• Brand name often appears on label
• Labels (Often by law) give lots of information:– ingredients and nutritional info– size, weight, two languages, bar (UPC) code,
other– artistic, and aimed at target market (Cereal)
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Product life cycle
• Product life cycle is it’s history of sales from the time it enters the market until it is no longer sold
• Four stages:– introduction– growth – maturity – decline
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Introduction
• Promotion is very important to create awareness
• Intensive advertising, expensive
• Often offered at lower introductory prices
• People who purchase at this stage are termed “innovators” or “early adapters”and have been targeted by the marketer
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Growth
• Sales increase rapidly
• sought after product
• money still spent on promotion
• Many products die here (fads)
• If very successful… at this stage many competitors enter the field
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Maturity
• Sales level out
• competition causes prices to drop
• advertising shows consumers the subtle differences
• Consumer demand predictable so companies can plan accordingly
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Decline
• Sales diminish
• producers drop product or spend more on R&D to offer consumers something new
• some producers “plan obsolescence” a strategy by which products are designed to become out of date (Fashion, computers, games) so that the life cycle can begin again.
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New Product development
• To be successful must always develop new products.
• 2/3’s of all new products never get past the introductory stage so planning is very important.
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Class AssignmentYou are the new owner of a glacier fed BC Rocky Mountain water company. You are to market your prestigious product in the Southern United States (California to Florida).
A. Decide on a brand name for your product. Include a paragraph explaining the rational for choosing your brand name.
B. Design a logo for your product (either by hand or using a graphics program)
C. Design a label for your product. Include all of the information you think is important, and all that is required by Law. Hint: You may want to look at some similar products in the recycling bins.
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New Product development process:
• Generating ideas
• screening ideas
• evaluating ideas
• preparing a prototype
• testing
• commercialization