Escolar Documentos
Profissional Documentos
Cultura Documentos
Scope
1.
2. 3.
4. 5. 6.
What is product Classification of product Distinction between product family, class, type etc. Review brand-related terminology Branding strategies Packaging and labeling.
Lesson 1
AUXILIARY CHARACTERISTICS
ii)
iii)
The core physical product, service or benefit. The tangible product: quality level, features, styling, brand name & packaging. Augmented product. Delivery & credit, warranty, SAS, installation
SERVICE AUGMENTATION
(BASED ON A CUSTOMER PERSPECTIVE) PERIPHERAL / AUXILIARY SERVICES
3 EXPECTED PRODUCT
SET OF ATTRIBUTES/CONDITIONS THE BUYER NORMALLY EXPECTS (CLEAN ROOM, LARGE TOWEL, QUIETER LOCATION)
THAT MEETS THE CUSTOMERS DESIRES BEYOND EXPECTATIONS (PROMPT ROOM SERVICE, MUSIC, CHECK IN/OUT, AROMA)
4 AUGMENTED PRODUCT
5 POTENTIAL PRODUCT
Ford Endeavor
CORE BENEFIT PERSONAL TRANSPORT BOX ON WHEELS
MARUTI 800
PERSONAL TRANSPORT BOX ON WHEELES FUEL EFFICIENT
Camry
PERSONAL TRANSPORT BOX ON SHEELS
BASIC PRODUCT
LOAD BEARING
RELIABILITY
CLASSIFICATION: TANGIBILITY
PURE TANGIBLE
PURE INTANGIBLES
Intangibility-Tangibility Spectrum
Salt
Soft Drinks
Detergents Automobiles Cosmetics Fast-food Outlets
TANGIBLE EVIDENCES
F.F. OUTLET
INTANGIBLE DOMINANT
INTANGIBLE IMAGE
Lesson 2
Classification of Goods
PRODUCTS
CONSUMABLES SERVICES
NON-DURABLES
DURABLES
Shopping Products
Specialty Products
Effort expended
Lesson 3
Product Differentiation
Form Features Customization Performance Quality Conformance Quality Durability Reliability Repair ability Style and design
Service Differentiation
Ordering Ease Delivery Installation Customer Training Customer Consulting Maintenance & Repair Returns Functional Quality Perceived Quality
Lesson 4
Product Hierarchy
PRODUCT HIERARCHY
ITEM
BRAND
PRODUCT
There might be more than one Need Category being catered by one single item. .that is why the myopia continues
Lesson 5
BRANDING
BRAND
BRAND
Some Examples:
Generic Names
Used to describe a product class These were all originally brand names.
Nylon Kerosene
Escalator
Formica
Cellophane
ASSOCIATIVE
COMPLETELY DESCRIPTIVE
If a brand is a person object, animal User: Kind of consumer Culture Value (Producers value)
BRANDING DECISIONS
1. 2. 3. 4. 5. 6.
Should the product be branded at all. Who should sponsor the brand. What Quality should be built into the brand. Should each product be individually branded or family branded. Should Two or more brand be developed in the same category. Should the established brand/product be given a new meaning: Repositioning.
Lesson 6
PRODUCT CATEGORY
Existing
New
Existing
BRAND NAME
New
Multi-brands
New Brands
Lesson 7
Packaging and Labeling
PACKAGING
1.
PACKAGING MUST PROTECT WHAT IT SELLS AND SELL WHAT IT PROTECTS. PACKAGING IS THE ART, SCIENCE AND TECHNOLOGY OF PREPARING GOODS FOR TRANSPORT AND SALES. PACKAGING MAY BE DEFINED AS THE MEANS OF ENSURING SAFE DELIVERY OF A PRODUCT TO THE ULTIMATE CONSUMER IN SOUND CONDITION AT THE MINIMUM OVERALL COST.
2.
3.
LABELLING
ADVERTISING
Lesson 8
Review
Define
product Learn to classify products Understand differences between product lines & product mixes Review brand-related terminology Developing New service Products