Products Decisions

• Product and Service Classification System

• The Product Life Cycle

• Introduction to product matrices

• Boston Matrix (Growth/Share)

• Ansoff’s Matrix (Product Market)

Product and Service Classification System

• Convenience goods - little effort, relatively inexpensive

• Shopping goods - e.g ‘white goods’, DIY equipment, more expensive, infrequent

• Speciality goods - extensive search e.g Jewellery, gourmet food

• Unsought goods - e.g. double glazing,

• Industrial goods

• Installations - ‘speciality’ goods of industrial markets - plant and machinery

• Accessories - maintenance and office equipment

• Raw materials

• components

• Business to business e.g. consultants, accountants

Few:Few: trial of trial of early earlyadoptersadopters

Growing adopters:Growing adopters: trial of trial of product/service product/service

Entry of Entry of competitorscompetitors

Growing selectivityGrowing selectivity of purchase of purchase

May be manyMay be many

Saturation ofSaturation of users users

Repeat purchaseRepeat purchase reliance reliance

Fight to maintainFight to maintain share share

Drop-offDrop-offin usagein usage

Exit of someExit of somecompetitorscompetitors

DevelopmentDevelopment GrowthGrowth MaturityMaturity DeclineDecline

The life product cycle model

Market Share

MarketGrowth

High

Low

High Low

1. Stars3. QuestionMark (ProblemChild)

2. Cash Cows 4. Dogs

The Boston Matrix (Growth/Share Matrix)

Market Share

MarketGrowth

High

Low

High Low

FUSEMaverickMiniature Heroes

KIT KATMARS BAR

TOPICBOUNTY

The Boston Matrix - Chocolate Bars

Diversification

Market Penetration

Market Development

Product Development

Existing Markets New Markets

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Ansoff’s Matrix (Product/Market Matrix)

Diversification -related or unrelated

E.g. Realignments of the marketing mix

E.g. Geographical expansion

Same outlets and sales strategy - new product

Existing Markets New Markets

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Ansoff’s Matrix (Product/Market Matrix)

Products Decisions

• Product and Service Classification System?

• The Product Life Cycle stages?

• Growth/Share?

• Product Market?