Product Strategy · 2014. 11. 8. · Product A product is anything that can be offered to a market...
14
Product Strategy W. Rofianto
Transcript of Product Strategy · 2014. 11. 8. · Product A product is anything that can be offered to a market...
Product StrategyW. Rofianto
Product
A product is anything that can be offered to a market to satisfy a want or need, including physical goods, services, experiences, events,
persons, places, properties, organizations, information, and ideas.
At the heart of a great brand is a great product.
To achieve market leadership, firms must offer products and services
of superior quality that provide unsurpassed customer value
Components of the Market Offering
Product Levels
Connection
Call, Text, Camera, Internet
Apps, Battery Life, Warranty
Reliability, Customization
Wearable
Product Type
Nondurable goods
Durable goods
Services
Consumer Goods Classification
Convenience
Shopping
Unsought
Specialty
Industrial Goods Classification
Materials and parts
Capital items
Supplies/business services
Product Differentiation
Conformance
Style
Features
Product form
Customization
Performance
Durability
Reliability
Repairability
Service Differentiation
Installation
Delivery
Ordering ease
Returns
Customer training
Customer consulting
Maintenance and repair
Product-Mix Pricing
Product-line pricing
Optional-feature pricing
Captive-product pricing
Two-part pricing
By-product pricing
Product-bundling pricing
Co-Branding and Ingredient Branding
the Fifth P
Packaging, sometimes called the 5th P, is all the activities of designing and producing the
container for a product.
Packaging Objectives
• Identify the brand
• Convey descriptive and persuasive information
• Facilitate product transportation and protection
• Assist at-home storage
• Aid product consumption
