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7-1
Product
• Product is critical
element of marketing
mix; Anything that can
be offered to a market
for attention,
acquisition, use or
consumption and that
might satisfy a want or
need.
– Physical object, service,
person, place,
organization, idea
7-2
Unique Characteristics of Services
and Resulting Marketing Challenges
7-5
Steps In The Positioning Process
1. Identify relevant set of competitive products
serving target market
2. Identify the set of determinant attributes that
define the “product space”.
3. Collect information from a sample of customers
and potential customers about perceptions of each
product on the determinants
4. Determine the product’s current positioning.
5. Determine the customers’ most preferred
combination of determinant attributes.
6. Examine the fit between preferences of market
segments and current position of products.
7. Write positioning statement to guide development
of marketing strategy.
7-6
Positioning Map: Automobiles For Generation Yers
More “Edgy”
Kia Sorrento
Scion
Cube
Inexpensiv Expensive
e $13k $20K
Civic
Less “Edgy”
7-7
Trout and Ries suggest a six-step
question framework for successful
positioning:
1. What position do you currently
own?
2. What position do you want to
own?
3. Whom you have to defeat to own
the position you want.
4. Do you have the resources to do
it?
5. Can you persist until you get
there?
6. Are your tactics supporting the
positioning objective you set?
7-8
• How is the Ford Mustang positioned? How has Ford
achieved this positioning? Has its positioning changed
over time?
7-9
Product Differentiation
7-10
Using Product Descriptors
for Product Differentiation
7-12
Stages of the Product Life Cycle
7-17
Maturity Stage (1 of 2)
7-18
Maturity Stage (2 of 2)
• Two options:
– (1) Attempt to postpone the decline
– (2) Accept its inevitability
• Harvesting
• Divesting
• Factors to be considered during this stage:
– Market segment potential
– The market position of the product
– The firm’s price and cost structure
– The rate of market deterioration
7-20
Product-Mix Width Procter & Gamble Example
Disposable Detergents Bar Toothpaste Paper
Diapers Soap Tissue
Pampers Ivory Snow Ivory Gleem Charmin
Luvs Dreft Kirk’s Crest Puffs
Tide Lava Banner
Dash Safeguar
d
Bold Coast
Gain Olay
Era
7-21
Product Lines and
Product Mixes at Gillette
7-23
Product Line Decisions
• Line stretching
– Downward – enter on the low end
– Upward – enter on the high end
– Two-way – enter both directions
– Line-filling – add more items
• Line Modernization – update to reflect current
trends, themes
• Line-Featuring-select one or a few items in the line to
feature
• Line-Pruning – select item(s) to cut
7-24
What is a Brand?
• A brand is a name, term, sign, symbol, or
design, or a combination of them intended to
identify the goods or services of one seller or
group of sellers and to differentiate them from
those of competitors.
7-25
7-26
The World’s Twenty-Five
Most Valuable Brands
• Brand Name
– Individual (General Mills- Bisquick, Gold Medal, Betty Crocker;
P&G)
– Blanket family name (Heinz, Campbell)
– Separate family names (Sears-Kenmore for appliances,
Craftsman for tools)
– Company plus individual names (Kellogg Rice Krispies)
7-28
Branding Decisions
Product Category
7-30
Packaging Decisions
• Design, materials, size
• Critical as marketing tool
– Self-service
– Company & brand image
– Opportunity for brand innovation
7-31
Factors Influencing Product
Strategy Decisions
• Classification of Products
– Convenience
– Shopping
– Specialty
– Unsought Products
• Product Life Cycle
7-32
Product Classification (1 of 3)
• Consumer Product
Classifications
– Convenience Products
• Routinely purchased, require
little or not time searching
• Make them widely available
7-33
– Shopping Products
• Spend considerable time making the purchase; seek info on
price, features, service
• Product differentiation very important
• Have strategy to guarantee and reduce consumer
satisfaction
7-34
– Specialty Products
• Unique, shoppers expend considerable time,
effort, money to acquire; accept no substitutes
7-35
– Unsought Products
• (1) Products of which consumers are
unaware
• (2) Products that consumers do not consider
purchasing until a need or emergency
arises
7-36
New Product Development
• Six strategic product development options:
– (1) New-to-the-world products (discontinuous
innovations)
– (2) New product lines
– (3) Product line extensions
– (4) Improvements or revisions of existing
products
– (5) Repositioning
– (6) Cost reductions
• Customer perception of differentiation is
critical
7-37
Development Stage