products and services for consumers for upload

8/3/2019 Products and Services for Consumers for Upload

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Case on Disneyland

Disney in America was a success

Disney in Japan was a success too

Disney faced difficulties in France for assaulting French

culture (EuroDisney)

In two years, it lost about 900 million dollars in EuroDisney Product Idea: everything was in English in France?..WHAT?

Restructuring Plan: New Name: Paris Disneyland, medium of

language within Disney was changed to French

Result: Today, we have Paris Disney & Disney Studio theme

park in Paris and both are profitable venture


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Few more Demonstration on Product

Modification on International level

KFC more spicy in Bangladesh

MacDonald's Veggie burger in India and

other veg items from a franchise who have got

marvelous reputation with MEAT

Xperia X10: Skype is a default application in

UK


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What is Quality?

Market perceived qualities

Performance quality

Which one is more important? Specially, when competitors products meet all

performance quality attributes

Maintaining quality is equally important asproviding a quality product at the beginning


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Adaption as per the Requirement

Product Homologation: It is used to describe

the changes mandated by local product and

service standard

Product homologation is at the basis of

product adaption

Some changes are very obvious while others

are mainly due to economical, technological,

or for climatic differences


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Green Marketing and Product

Development

Green marketing involves developing and promotingproducts and services that satisfy your customerswants and needs for quality, performance, affordablepricing and convenience without having a detrimental

impact on the environment

A product is evaluated on all significant environmentaleffects throughout its life cycle from manufacturing to

disposal


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Development

Identify customers environmental needs and

develop products to address these needs;

develop environmentally responsible products

to have less impact than competitors.

Products made from recycled goods

Products that can be recycled or reused. Certified products, which meet or exceed

environmentally responsible criteria.


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Development

Efficient products, which save water, energy or

gasoline, save money and reduce environmental

impact.

Products with environmentally responsible

packaging.

Organic products many consumers are

prepared to pay a premium for organic products,which offer promise of quality.

Main Concept involvement of 3R


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Case StudyFujitsu (Worlds first

commercialized vegetable derived casing

Fujitsu is the first one in the world to manufacturecasings of netbook using vegetable derivedmaterials and very less harmful substances

They used Corn in Netbook Casings The commercialized technology includes a flame-

retardant characteristic requisite for notebookcomputers casings, while achieving a strength andresistance comparable to those of ABS casing.

This casing production employing this technologyrequires 40% less energy than conventional casingproduction, it helps to reduce the environmentalburden


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Products and Culture

A product is more than a physical item, its the bundleof utilities that the buyer receives.

A product is a physical and psychological satisfaction itprovides the user

Usually, few changes are required when a product ismoved from one culture to another

Products physical, mechanical attributes need to bevery much consistent with behavior pattern of the

customers Therefore, before getting into a new market look for

cultural differences since that is going to tell you howmuch product modification you require


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Case Study on Cake Manufacturer in

US

Successful American cake producer went to

Britain with their successful Fancy Iced Cake

Reason British people have cake with tea

unlike the Americans after dinner plus when

they buy fancy cake, they want to buy it from

proper bakery, not from a super store.


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Innovative Products and Adaption

New product ensures success?

What if people reaction to new product iscold?

Therefore, success of a new product dependson how people react to the new product andhow new the product is to a market

A product that reached its decline stage in acountry can ever be considered as innovationsome other country?


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Innovative Products and Adaption

Any idea perceived as new by a group of people can becalled innovation

From Marketing perspective, product innovations canbe

A modified version of an existing product range A new model in the existing product range

A new product outside the existing range but in a similarfield of technology

A totally new product in a new field of technology.

Innovations can be rejected completely if culture is notkept in mind while innovating the product (there areother reasons as well)


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Case Study on Incinerator Company

Incinerator Company (IC) is an example of both planned andopportunistic innovation.

It began as a supplier and sub-contractor of fabricated components.

Over a period it investigated the possibility of entering the marketfor advanced incinerators.

However it was only when a customer firm, which was installing anincinerator, asked it to take over the contract with which it washaving technical difficulties, that it was able to carry out its plan.

The company subsequently introduced a new type of incineratoroffering more complete combustion and reduced smoke emission.

This had become the main source of the companys growth and hadpermitted it to enter export markets


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Diffusion of Innovation

Describes the manner in which a product is

disseminated in the marketplace.

The diffusion of innovation spans an

unspecified period of time from new product

introduction through market saturation and

affects the total sales level of a product


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Product Diffusion Curve


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Diffusion of Innovation

Five characteristics that affect acceptance/

rejection:

Relative Advantage: Perceived marginal value of the

new product to the old one Compatibility: Compatibility with culture

Trialability: perceived economic risk associated with it

Observability: the ease with each product benefit can

be communicated

Complexity: complexity associated with the product


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Product Component Model

Core Component

Packaging Component

Support Service Component


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Core Component:

Product Platform, design features & functional

features

Essential technology of the product

Variations can be added or deleted according to

the social need

Example: Nestle in Japan, Cleaning materials inJapan


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Packaging Component: Packaging, labeling, trademarks, brand name,

quality, price (mentioned/not mentioned) and allother aspects of products package

You need to be careful with packaging companywith a red circle in Japan, company with a yellowflower in Mexico, Brugel in China ( pictures aretaken as instructions)

Color of the packaging can also affect yourbusiness ( Pink Diaper in China)

Size of the packaging is also important

Sometimes, you need to follow mandatoryinstructions in packaging


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Support Service Component:

Repair, Maintenance, Instructions, installation,

warranties, deliveries, availability of spare parts


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Class Activity

Imagine, HP has gone into a joint venture with

Dell Computers in order to initiate a new

laptop brand for Bangladesh market. Use

Product Component Model in order to explainthe products that would be offered by the

company

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