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Five Product Levels:
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Product Levels Example: a mobile
5. Introduce New Features4. Long Battery Life3. Robust & Durable2. Mobile Phone1. Communicate
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Product Hierarchy: Need Family: To pass time while on move Product Family: Entertainment Product Class: Portable Entertainment
Instruments Product Line/Category: Portable DVD
players, CD players, MP3 players Product Type/Form: Audio ipods Brand: Apple Item: Apple ipod nano 4GB
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Other Product Hierarchy Concepts:
Product System: Product Mix
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Product Classifications: On Basis of Durability & Tangibility:
Non Durable Goods
Eg: FMCG productsDurable Goods
Eg: TV, MobilesServices
Eg: Aviation Industry
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Consumer Goods Classification: Convenience Goods: Purchased Frequently
with min. effort.Staples: Eg: Food items, soaps etc. Impulse Goods: Eg: Chocolates, Magazines etc.Emergency Goods: Eg: Some pharma products
Shopping Goods: Selection & Comparison Process before purchase Eg: Apparel, Furniture
Specialty Goods: Unique Characteristics/Brand Eg: Mercedes Benz, Bose Speakers
Unsought Goods: Consumer normally doesn’t buy them till persisted Eg: Helmets, Reflectors
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Industrial Goods Classification: Materials & Parts:
Raw Material: Eg: Milk for Ice Cream etc.Manufactured Material: Eg: Cement
Capital Items: Installations: Eg: Factories, power plantsEquipment: Eg: Tools, Lift trucks
Supplies & Business ServiceEg: Office Stationary, cleaning services
Product Differentiation
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Form FeaturesPerformance quality Conformance qualityDurability ReliabilityReparabilityStyle
Service Differentiation
Ordering Ease Delivery Installation Customer training Customer consulting Maintenance and repair
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Product Mix: Width of Product Mix (Product Categories):
Eg: For HUL it is Detergents, Deodorants, Soap, Shampoo, Tea, Ice Cream etc.
Length of Product Mix (Brands): Eg: For HUL it is Surf, Rin, Lux, Axe, Sun Silk, Brooke Bond, Lipton, Kwality-Walls etc.
Depth of Product Mix : Variants of each brand.
Consistency of Product Mix: Close relation among product categories
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Product Line Strategies: Line Stretching: Taking product line to new
segmentDown Market Stretching/Trading Down: Eg:
Tata’s 1 lakh carUp Market Stretching/Trading Up: Eg: Hyundai’s
Verna, Elantra, Sonata, TusconTwo-Way Stretching:
Eg: Nokia Mobile Models
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Line Filling: Adding More Variants/Filling Product DepthMaruti’s Strategy
Line Modernization: Eg: Onida’s new technologically advanced products
Line Featuring: Eg: Tata Indica & Indigo Line Pruning: Eg: HLL concentrating on 30
power brands out of its 110 brands.
Product Line Strategies (Cont.):