Download - Products and service decisions marketing
Products and Service Decisions
Now that we’ve answeredthe “What is a product?”question, we dig into the specific decisions that companies must makewhen designing and marketingproducts and services.
2
3 Levels of Decisions
Individual Product
DecisionsProduct
Line Decisions
Product Mix Decisions
INDIVIDUAL PRODUCT DECISIONS
Product
Attributes
Branding
Packaging
Labeling
Product
Support
Services
4
1. Product and Service Attributes
5
Product quality• The characteristics of a product or servicethat bear on its ability to satisfy stated orimplied customer needs.
Total Quality Management• Is an approach in which all of the company’s people are
involved in constantly improving the quality of products, services, and business processes.
6
Product Features • Features are a competitive tool for differentiating the
company’s product from competitors’ products.
Product Style and Design• Style simply describes the appearance of a product.
• Design is more than skin deep—it goes to the very heartof a product; it contributes to a product’s usefulness as well as to its looks.
7
2. Branding
8
Brand• A name, term, sign, symbol, design, or acombination of these, that identifies theproducts or services of one seller or groupof sellers and differentiates them fromthose of competitors.
9
3. Packaging
10
Packaging• The activities of designing and
producing the container or wrapper for a product
11
4. Labeling
12
Label• It identifies the product or brand. The label also
describe several things about the product—who made it, where it was made, when it was made, its contents, how it is to be used, and how to use it safely.
13
5. Product Support Services
14
Product Line Decisions
Product line• A group of products that are closely related
because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges.
15
A company can expand its product line in two ways: by line filling or line stretching.
• Product line filling- involves adding more items within the present range of the line.
• Product line stretching - occurs when a company lengthens its product line beyond its current range.
Unilever products
17
Product Mix Decisions
Product mix (or product portfolio)• The set of all product lines and items that a
particular seller offers for sale.
18
A company’s product mix has four important dimensions: width, length, depth, and consistency.
• Product mix width- refers to the number of different product lines the company carries.
• Product mix length-refers to the total number of items a company carries within its product lines.
• Product mix depth- refers to the number of versions offered for each product in the line.
• Consistency of the product mix- refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way.
Soap Shampoo Cream Toothpaste
PERSONAL CARE FOOD & DRINKS
Tea Ice cream
Lux
Dove
Lifebuoy
Clear
Dove
Lifebuoy
Close up
Pepsodent
Cornetto
Magnum
Lipton
Supreme
Ponds
Dove
Fair & Lovely
Product Mix
Depth
Product Line - 1
Product Mix Width
Product Line - 2
Product Line Length Product Line Length
Product Mix Length
Consistency
20
Slide by: Patricia De Vera