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