How Anthropologists Can Help Startups Build Better Products (& What They Do at Intel)
12-1 Chapter Questions How can products be classified? How can companies differentiate products? How...
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12-1 Chapter Questions • How can products be classified? • How can companies differentiate products? • How can a company build and manage its product mix and product lines? • How can companies use packaging, labeling, warranties, and guarantees as marketing tools?
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Transcript of 12-1 Chapter Questions How can products be classified? How can companies differentiate products? How...
12-1
Chapter Questions
• How can products be classified?
• How can companies differentiate products?
• How can a company build and manage its
product mix and product lines?
• How can companies use packaging,
labeling, warranties, and guarantees as
marketing tools?
12-2
Products
12-3
Durability and Tangibility
Durable
goods
Services
Non-durable
goods
12-4
12-5
Product Differentiation
• Product form
• Features
• Performance
• Conformance
• Durability
• Reliability
• Reparability
• Style
• Design
• Ordering ease
• Delivery
• Installation
• Customer training
• Customer consulting
• Maintenance
12-6
Design Differentiation
12-7
Design Differentiation
12-8
Maintenance and Repair
12-9
Line Stretching
Down-Market StretchDown-Market Stretch
Up-Market StretchUp-Market Stretch
Two-Way StretchTwo-Way Stretch
12-10
Line Filling
12-11
Proctor & Gamble
12-12
Packaging: The 5th P?
All the activities of designing and producing
the container for a product.
12-13
Packaging is influenced by…
Self-serviceSelf-service
Consumer affluenceConsumer affluence
Company/brand imageCompany/brand image
Innovation opportunityInnovation opportunity
12-14
Innovative Packaging
12-15
Innovative Packaging?
12-16
Innovative Packaging?
12-17
Functions of Labels
Identifies
Grades
Describes
Promotes
12-18
Identifies?
12-21
Warranties and Guarantees
12-22
Example
2004 Hyundai Accent GT Hatchback© Robert C. BowdenTwo things might tilt a frugal buyer toward the 2004 Hyundai Accent GT and away from similarly priced competitors: the longest warranty on any subcompact car, and standard side air bags. No competitor offers these and both are invaluable to buyers….Bottom line: If you only have $10,000 to spend on a new car, the 2004 Hyundai Accent deserves serious consideration. If you can find better transportation value with four wheels and a roof, buy it.
12-23
Marketing Discussion
How could a competitor best
differentiate itself from Toyota?
