Презентация Product: An Introduction онлайн

Содержание слайда: Product: An Introduction Nina Zlateva, Ph. D.

Содержание слайда: Product: An Introduction What is a product? Levels of product Product classification Individual product decisions Product line decisions Product-mix decisions International product decisions

Содержание слайда: What Is a Product? Product is anything that can be offered to a market to satisfy a need or want; Products include goods, services, experiences, persons, places, organizations, information, ideas;

Содержание слайда: Levels of Product: General Concept

Содержание слайда: Product Classification: Consumer Products Convenience products – those the customer usually buys frequently, immediately, and with a minimum comparison and buying effort/eggs, milk; Shopping products – those the customer characteristically compares with others on the basis of suitability, quality, price, style/white goods, clothing; Specialty products – those with unique characteristics or brand identification for which a significant group of buyers is willing to make special purchase effort; Unsought products – those the customer either does not know about or know but do not normally think of buying;

Содержание слайда: Product Classification: Industrial Products Materials and parts: raw materials -farm products, natural products; manufactured materials and parts – component materials and component parts; Capital items: installations – building, heavy equipment equipment – factory equipment and tools Services and supplies

Содержание слайда: Product Classification: Other Products Organisations – maintain, create or alter the attitudes towards an organisation Persons - maintain, create or alter the attitudes towards specific people Place (destination marketing) to seize the opportunities and sustain its vitality Ideas – public health, reduce smoking, child abuse, clean air…

Содержание слайда: Individual Product Decisions: Product Attributes and Features Product quality: quality of design, quality conformance, reliability, safety, proper storage; Product features – appearance, components, capabilities; Product style and design;

Содержание слайда: Individual Product Decisions: Branding A brand is a name, term, sign symbol or design, or a combination of these intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors Levels of meaning of brands: attributes, benefits, values, personality

Содержание слайда: Individual Product Decisions Branding: Advantages of Branding For the buyers: They tell something about the product quality; Increase shopper’s efficiency; Attract customers’ attention to new products;

Содержание слайда: Individual Product Decisions Branding: Advantages of Branding For the sellers: Provides legal protection of unique features; Helps sellers attract loyal customers; Helps market segmentation; Facilitates order processing;

Содержание слайда: Individual Product Decisions Branding: Advantages of Branding For the society: Higher and more consistent product quality; Increased innovation and customer choice;

Содержание слайда: Brand Equity Brand equity is the value premium that a company realizes from a product with a recognizable name as compared to its generic equivalent. Companies can create brand equity for their products by making them memorable, easily recognizable and superior in quality and reliability.

Содержание слайда: Brand equity relates to: Brand loyalty. Encourages customers to buy a particular brand time after time; Brand awareness. Brand names attract attention and convey images of familiarity; Perceived quality. ‘Perceived’ means that the customers decide upon the level of quality, not the company; Brand associations. The values and the personality linked to the brand; Other proprietary brand assets. Include trademarks, patents;

Содержание слайда: Individual Product Decisions Branding: Brand Name Selection It should suggest something about product’s benefits and qualities; Easy to pronounce, recognise and remember; Distinctive; Easy and meaningfully to translate into other languages; Capable of registration and legal protection;

Содержание слайда: Individual Product Decisions Branding: Brand Sponsorship Private brands – own label of the retailer; Manufacturers’ brands; Licensing; Co-branding; Ingredient branding;

Содержание слайда: Perspectives on private labels Retailer perspective Better profit margins; Strengthens retailer image;

Содержание слайда: Co-branding Co-branding is a form of cooperation between two or more brands with significant customer recognition, in which all the participants’ brand names are retained.

Содержание слайда: Individual Product Decisions Branding: Brand Strategy Line extension Brand extension Multibrands New brands Brand repositioning

Содержание слайда:

Содержание слайда: Individual Product Decisions Other Decisions Packaging; Labelling; Product-support services; Social responsibility of the company;

Содержание слайда: Product support services decisions Intangibility; Perishability; Heterogeneity; Inseparability;

Содержание слайда: Categories of supplementary service Information Consultation and advice Order taking Hospitality Safekeeping Exceptions Billing and Payment

Содержание слайда: Product Line Decisions Product Line: A Definition Product line is a group of products that are closely related because they function in a similar manner, are sold to the same customer group, are marketed through the same types of outlets, or fill within given price range.

Содержание слайда: Product Line Decisions: Product Line-length Decisions Downward stretch

Содержание слайда: Product Line Decisions: Product Line-length Decisions Upward stretch

Содержание слайда: Product Line Decisions: Product Line-length Decisions Two-way stretch

Содержание слайда: Product Mix Decisions Product mix – the set of all product lines and items that a particular seller offers; Product mix breadth – the number of product lines within the product mix; Product mix length – the number of items within the product lines; Product line depth – the number of versions offered of each product in the line;