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Product Identity
A name, term, sign, symbol or design,
or a combination of these intended to
identify the goods or services of one
seller or group of seller and to
dierentiate them from those of
competitors.
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Product Identity
Image that a company possesses is the
perception its customers have of it
Competitive environment
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Product Identity
Controlling the target segment
Growing trend of vertical integration
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Product Identity
he value of a brand, based on the
e!tend to which it has
"igh brand loyalty
#ame awareness,
$erceived %uality,relationships.
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Fashion Image
A company(s fashion image is based
on its merchandise, promotion and
environment
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Fashion Image
$roduct life cycle or fashion cycle
describes not only the adoption level of
consumers, but also of the brands
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he Adoption $rocess
his ad encouragestrial by oering a
coupon.
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Categories
)hen an organization introduces a newproduct, people do not begin the adoption
process at the same time, nor do they movethrough it at the same speed.
Adoptersare divided into *ve categories.
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2.5% Innovators
13.5% Early Adopters
34% Early Majority34% Late Majority
16% Laggards
Product Adopter Categories
Categories
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$roduct AdopterCategories
Group #1 - Innovators
Innovatorsare the *rst adopters of newproducts.
hey are venturesome + they try new ideasat some ris'.
$ d t Ad t
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$roduct AdopterCategories
Group #2 Early Adopters
Early adoptersare guided by respect.hey are opinion leaders in their communities
and adopt new ideas early but carefully.
$ d t Ad t
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$roduct AdopterCategories
Group #3 Early a!ority
Early majorityare deliberate.Although they rarely are leaders, they adopt
new ideas before the average person.
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Categories
Group #4 "ate a!ority
Late majorityare s'eptical.
hey adopt an innovation only after amaority of people have tried it.
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Categories
Group #5 - "aards
Laggardsare tradition bound.hey are suspicious of changes and adopt the
innovation only when it has becomesomething of a tradition itself.
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Change of Identity
Di/cult to change the perception of
customers
0aintaining or e!panding the present
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Product Differentiation
o dierentiate a company from the other
#o two retailers or manufacturers are
li'e, for factors li'e price, %uality, physical
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Product Differentiation
$ositioning refers to the image of a
company relative to its competition in the
mar'et1place
same consumer business is called
competition
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Product Differentiation
According to the theories presented by
2nee and )alters, product dierentiation
can happen in two ways..
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Product Differentiation
3irst, the brand attempts to changes
the attitude of its customers towards it.
&econd, the brand can present itself to
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People Involved in PD
0ar'eting team
Analysis the current trend in fashion
and factors which will eect the
sales
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People Involved in PD
Designers
$lays around with new te!tures,
colors, silhouettes, and fabrics based
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People Involved in PD
0erchandisers
hey develop range of garments
which are in sync with production
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People Involved in PD
&upply chain
&upervises the product range in
conte!t of material procurement
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People Involved in PD
Garment technicians
De*nes the details of types of
stitches, seams, fusing, thread, and
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Global sourcing is a strategicsourcing strategy that eectivelybroadens the scope of theprocurement process to include
companies that operate in othercountries. &trategic sourcing is theinternal business process used tomanage the bidding and vendor
selector process. $rocurement isalso 'nown as purchasing andrefers to the laws surrounding fair
and e%uitable biddingopportunities.
Global sourcing
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&'illed services such aspurchasing, engineering,information technology
professionals and consultantsare a growing area of globalsourcing. he level of s'ill and'nowledge held by these
professional allows them toprovide high %uality services totheir employers
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