PRODUCT MANAGEMENT CHP4
-
Upload
shakirahamzah -
Category
Documents
-
view
619 -
download
3
Transcript of PRODUCT MANAGEMENT CHP4
![Page 1: PRODUCT MANAGEMENT CHP4](https://reader035.fdocuments.us/reader035/viewer/2022062303/551d16a549795964198b48c6/html5/thumbnails/1.jpg)
PRODUCT MANAGEMENTCHAPTER 4: Defining the competitive set
![Page 2: PRODUCT MANAGEMENT CHP4](https://reader035.fdocuments.us/reader035/viewer/2022062303/551d16a549795964198b48c6/html5/thumbnails/2.jpg)
LEARNING OBJECTIVES:
After studying this chapter, you should be able to:
1. Understand what is a competitive set2. Identify the levels of market
competition3. Understand the methods of
determining competitors
![Page 3: PRODUCT MANAGEMENT CHP4](https://reader035.fdocuments.us/reader035/viewer/2022062303/551d16a549795964198b48c6/html5/thumbnails/3.jpg)
CHAPTER OUTLINE
1. Overview of the competitive set2. Levels of market competition3. Methods of determining competitors
![Page 4: PRODUCT MANAGEMENT CHP4](https://reader035.fdocuments.us/reader035/viewer/2022062303/551d16a549795964198b48c6/html5/thumbnails/4.jpg)
Bases of Competition
I. Customer-orientedWho they are – competition for same budgetWhen they use itWhy they use it- benefits sought
II. Marketing-oriented: advertising and promotion
Theme/copy strategyMediaDistributionPrice
![Page 5: PRODUCT MANAGEMENT CHP4](https://reader035.fdocuments.us/reader035/viewer/2022062303/551d16a549795964198b48c6/html5/thumbnails/5.jpg)
Bases of Competition cont.
III. Resource-orientedRaw materialsEmployeesFinancial resources
IV. Geographic
![Page 6: PRODUCT MANAGEMENT CHP4](https://reader035.fdocuments.us/reader035/viewer/2022062303/551d16a549795964198b48c6/html5/thumbnails/6.jpg)
Levels of Competitions
Def : The proximity of other products to the physical attributes of the product in question
In terms of product form, product category, generic competition and budget competition
![Page 7: PRODUCT MANAGEMENT CHP4](https://reader035.fdocuments.us/reader035/viewer/2022062303/551d16a549795964198b48c6/html5/thumbnails/7.jpg)
Levels of Competition
Diet lemon limes
Baseball cards
Fruit flavored colas
Coffee
DietCoke
DietPepsi
Diet-Rite cola
Bottled water
Lemon limes
Regularcolas
Beers
Juices
Wine
Fast food
Tea
Video rentals
Icecream
Product form competition: Diet colas
Product category competition: Soft drinks
Generic competition: Beverages Budget
competition: Food and entertainment
![Page 8: PRODUCT MANAGEMENT CHP4](https://reader035.fdocuments.us/reader035/viewer/2022062303/551d16a549795964198b48c6/html5/thumbnails/8.jpg)
Levels of Competition: Implications for Product Strategy
Budget
Generic
Product Category
Product Form
Competitive Level
Convince Customers that the Brand is Better than Others
Convince Customers that the Product Form is Best in the
Category
Convince Customers that the Product Category is the Best
Way to Satisfy Needs
Convince Customers that the Generic Benefits are the Most
Appropriate Way to Spend their Money
Product Management Task
![Page 9: PRODUCT MANAGEMENT CHP4](https://reader035.fdocuments.us/reader035/viewer/2022062303/551d16a549795964198b48c6/html5/thumbnails/9.jpg)
Methods For Determining Competitors Managerial judgment Customer-based Measures
![Page 10: PRODUCT MANAGEMENT CHP4](https://reader035.fdocuments.us/reader035/viewer/2022062303/551d16a549795964198b48c6/html5/thumbnails/10.jpg)
Managerial Judgment
Experience Salesperson call reports Distributors Other company sources
![Page 11: PRODUCT MANAGEMENT CHP4](https://reader035.fdocuments.us/reader035/viewer/2022062303/551d16a549795964198b48c6/html5/thumbnails/11.jpg)
Managerial judgment
Markets Product/Services
Same Different
Same A B
Different C D
![Page 12: PRODUCT MANAGEMENT CHP4](https://reader035.fdocuments.us/reader035/viewer/2022062303/551d16a549795964198b48c6/html5/thumbnails/12.jpg)
Customer-Based Measures
Behavioral data Customer Judgements
![Page 13: PRODUCT MANAGEMENT CHP4](https://reader035.fdocuments.us/reader035/viewer/2022062303/551d16a549795964198b48c6/html5/thumbnails/13.jpg)
Behavioral Data
Time t + 1
Time t
A B C D E
A .6 .2 .2 0 0
B .2 .3 .4 .1 0
C .2 .3 .5 0 0
D 0 .1 .1 .5 .3
E .1 0 0 .4 .5
![Page 14: PRODUCT MANAGEMENT CHP4](https://reader035.fdocuments.us/reader035/viewer/2022062303/551d16a549795964198b48c6/html5/thumbnails/14.jpg)
Customer Judgments
Judged overall similarity Similarity within consideration Product deletion Substitution in use
![Page 15: PRODUCT MANAGEMENT CHP4](https://reader035.fdocuments.us/reader035/viewer/2022062303/551d16a549795964198b48c6/html5/thumbnails/15.jpg)
Thank You