-
7/22/2019 Kotler Mm14 Ch12 Dppt
1/27
Kotler KellerPhillip Kevin Lane
Marketing Management 14e
-
7/22/2019 Kotler Mm14 Ch12 Dppt
2/27
Setting Product Strategy
-
7/22/2019 Kotler Mm14 Ch12 Dppt
3/27
Copyright 2012 Pearson Education, Inc. Publishing as Prentice
Hall Slide 3 of 27
Discussion Questions
1. What are the characteristics of a
product, and how do marketers classify
products?
2. How can companies differentiateproducts?
3. Why is product design important and
what factors affect a good design?
4. How can a company build and manage
its product mix and product lines?
-
7/22/2019 Kotler Mm14 Ch12 Dppt
4/27
Copyright 2012 Pearson Education, Inc. Publishing as Prentice
Hall Slide 4 of 27
Discussion Questions
5. How can companies combine productsto create strong co-brands
or ingredient
brands?
6. How can companies use packaging,labeling, warranties, and
guarantees as
marketing tools?
-
7/22/2019 Kotler Mm14 Ch12 Dppt
5/27
Copyright 2012 Pearson Education, Inc. Publishing as Prentice
Hall Slide 5 of 27
Marketing Planning
Needs
Wants
-
7/22/2019 Kotler Mm14 Ch12 Dppt
6/27
Copyright 2012 Pearson Education, Inc. Publishing as Prentice
Hall Slide 6 of 27
Components of the Market
Offering
-
7/22/2019 Kotler Mm14 Ch12 Dppt
7/27Copyright 2012 Pearson Education, Inc. Publishing as
Prentice Hall Slide 7 of 27
Product Characteristics/Classifications
Experiences
Events
Properties
Organizations
Information
Ideas
Places
Persons
Services
Goods
-
7/22/2019 Kotler Mm14 Ch12 Dppt
8/27Copyright 2012 Pearson Education, Inc. Publishing as
Prentice Hall Slide 8 of 27
Five Product Levels
-
7/22/2019 Kotler Mm14 Ch12 Dppt
9/27Copyright 2012 Pearson Education, Inc. Publishing as
Prentice Hall Slide 9 of 27
Product Levels
Customer-value
Hierarchy
Potential Product
(Future augmentations)
Core Benefit(Rest and sleep)
Basic Product
(Bed, bathroom, towels)
Expected Product
(Clean bed, fresh towels)
Augmented Product(Free Internet; free breakfast)
-
7/22/2019 Kotler Mm14 Ch12 Dppt
10/27Copyright 2012 Pearson Education, Inc. Publishing as
Prentice Hall Slide 10 of 27
Product Classifications
Nondurable goods
Services
Durable goods
Durability and Tangibility
-
7/22/2019 Kotler Mm14 Ch12 Dppt
11/27Copyright 2012 Pearson Education, Inc. Publishing as
Prentice Hall Slide 11 of 27
Product Classifications
Consumer-Goods
Convenience goods
Shopping goods
Specialty goods
Unsought goods
Staples
Impulse goods
Emergency goods
-
7/22/2019 Kotler Mm14 Ch12 Dppt
12/27Copyright 2012 Pearson Education, Inc. Publishing as
Prentice Hall Slide 12 of 27
Product Classifications
Industrial-Goods
Raw materials
Materials and Parts
Manufactured
materialsCapital Items
Installations
EquipmentSupplies andbusiness Services
-
7/22/2019 Kotler Mm14 Ch12 Dppt
13/27Copyright 2012 Pearson Education, Inc. Publishing as
Prentice Hall Slide 13 of 27
Product and Services Differentiation
-
7/22/2019 Kotler Mm14 Ch12 Dppt
14/27Copyright 2012 Pearson Education, Inc. Publishing as
Prentice Hall Slide 14 of 27
Product Differentiation
Form
Customization
Performance
Reliability
Features
Durability
Conformance
Repairability
Style
-
7/22/2019 Kotler Mm14 Ch12 Dppt
15/27Copyright 2012 Pearson Education, Inc. Publishing as
Prentice Hall Slide 15 of 27
Services Differentiation
Ordering Ease
Delivery &
Returns
Installation
Training
Maintenance & Repair
Customer
Consulting
-
7/22/2019 Kotler Mm14 Ch12 Dppt
16/27Copyright 2012 Pearson Education, Inc. Publishing as
Prentice Hall Slide 16 of 27
Design
Functional
Benefits
AestheticBenefits
-
7/22/2019 Kotler Mm14 Ch12 Dppt
17/27Copyright 2012 Pearson Education, Inc. Publishing as
Prentice Hall Slide 17 of 27
Product and Brand Relationships
Product Hierarchy
Product Systems/Mixes
Product Line Analysis
Product Line Length
Product Mix Pricing
Co-Branding
-
7/22/2019 Kotler Mm14 Ch12 Dppt
18/27Copyright 2012 Pearson Education, Inc. Publishing as
Prentice Hall Slide 18 of 27
Product Hierarchy
Need Family
Product Family
Product Class
Product Line
Product Type
Item
-
7/22/2019 Kotler Mm14 Ch12 Dppt
19/27Copyright 2012 Pearson Education, Inc. Publishing as
Prentice Hall Slide 19 of 27
Product Systems and Mixes
Product SystemProduct
Mix
Width
Length
Depth
Consistency
-
7/22/2019 Kotler Mm14 Ch12 Dppt
20/27Copyright 2012 Pearson Education, Inc. Publishing as
Prentice Hall Slide 20 of 27
Proctor & Gamble Product Mix
Detergents Toothpaste Bar SoapDisposable
Diapers
Paper
Products
Ivory Snow Gleem Ivory Pampers Charmin
Dreft Crest Camay Luvs Puffs
Tide Zest Bounty
Cheer Safeguard
Dash Oil of Olay
Bold
Gain
Era
Product Mix Width
Product
Line
Length
-
7/22/2019 Kotler Mm14 Ch12 Dppt
21/27Copyright 2012 Pearson Education, Inc. Publishing as
Prentice Hall Slide 21 of 27
Product Line Analysis
Sales and Profit
Market Profile
-
7/22/2019 Kotler Mm14 Ch12 Dppt
22/27Copyright 2012 Pearson Education, Inc. Publishing as
Prentice Hall Slide 22 of 27
Product-Item Contributions
-
7/22/2019 Kotler Mm14 Ch12 Dppt
23/27
Copyright 2012 Pearson Education, Inc. Publishing as Prentice
Hall Slide 23 of 27
Product Map
-
7/22/2019 Kotler Mm14 Ch12 Dppt
24/27
Copyright 2012 Pearson Education, Inc. Publishing as Prentice
Hall Slide 24 of 27
Product Line Length
Line stretching
Up-market stretch
Down-market stretch
Two-way
stretch
Line modernization,featuring, and pruning
Line filling
-
7/22/2019 Kotler Mm14 Ch12 Dppt
25/27
Copyright 2012 Pearson Education, Inc. Publishing as Prentice
Hall Slide 25 of 27
Product Mix Pricing
Product line pricing
Optional-feature pricing
Captive-product pricing
Two-part pricing
By-product pricing Product-bundling pricing
-
7/22/2019 Kotler Mm14 Ch12 Dppt
26/27
Copyright 2012 Pearson Education, Inc. Publishing as Prentice
Hall Slide 26 of 27
Co-Branding and Ingredient Branding
Co-Branding Same-company
Joint venture
Multi-sponsor
Retail co-branding
Ingredient Branding
-
7/22/2019 Kotler Mm14 Ch12 Dppt
27/27
Packaging and Labeling
Packaging Objectives
1. Brand identification
2. Persuade
3. Protection
4. At-home storage5. Aid consumption
Labeling Objectives
1. Identify
2. Grade
3. Describe
4. Promote
