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首页 第六章-产品策略

第六章-产品策略

第六章-产品策略

朱挚云 2017-12-18 评分 0 浏览量 0 0 0 0 暂无简介 简介 举报

简介:本文档为《第六章-产品策略ppt》,可适用于营销管理领域,主题内容包含Marketersmust:Planpositionstogivetheirproductsthegreatestadvantageinselect符等。

Marketersmust:Planpositionstogivetheirproductsthegreatestadvantageinselectedtargetmarkets针对目标市场选择合适的定位Designmarketingmixestocreatetheseplannedpositions针对此定位设计营销组合方案MarketingProgramTheFourPComponentsoftheMarketingMixProductisakeyelementinthemarketoffering产品是营销组合的关键要素Marketingprogrambeginswithproductstrategy产品策略是营销组合策略的起点第六章产品策略ChapterproductstrategyContentstobecoveredtoday学习内容theconceptofproductandproductlevel产品和产品分层的概念LectureExerciseCasestudyWhatisaproduct维基百科:产品(Product)是用来满足人们需求和欲望的物体或无形的载体。产品是ldquo一组将输入转化为输出的相互关联或相互作用的活动rdquo的结果即ldquo过程rdquo的结果在经济领域中通常也可理解为组织制造的任何制品或制品的组合。马克bull佩里博士在总结若干学者的观点之后认为产品属性包括内在、外在、表现和抽象四项内容。中华人民共和国质量法服务、软件、硬件和流程性材料 WhatisaProductAnythingthatcanbeofferedtoamarketforattention,acquisition,use,orconsumptionandthatmightsatisfyawantorneed产品是指能够提供给市场从而引起人们注意供人取得使用或消费并能够满足某种欲望或需要的任何东西。Includes:physicalobjects实物,services服务,events事件,persons人员,places区位,organizations组织,ideas概念,orsomecombination多种组合thereofWhatisaproductTomarketerThephysicalobjectstheyproduceorsell物质载体TocustomerWhatdocosmeticsmeantoconsumersWhatisaProduct一切有形和无形的统一体包括实质层、实体层和延伸层三个层次LevelsofaProduct产品层次Coreproductorcorebenefit核心产品实质层Actualproduct实际产品实体层Augmentedproduct延伸产品延伸层核心产品实质层coreproductorcorebenefitThefundamentalserviceorbenefitthatthecustomerisreallybuying是指消费者在购买一种产品或服务时所寻求的能够解决问题的核心利益是构成产品最本质的核心部分。WhatisthecoreproductforahotelHowaboutanairconditioningactualproduct实际产品实体层Theitemsconveythecorebenefitofproductwhichincludefeatures,design,qualitylevel,brandnameandpackaging核心产品借以实现的形式指消费者需要的产品实体的具体外观具体包括:质量水平、特征、式样、品牌名称、包装等Augmentedproduct延伸产品延伸层Whatexceedthenormalexpectationandmaketheproductdistinct又称为产品的附加利益是指在商品的销售和使用过程中企业向消费者提供的服务、便利以及可以用价值衡量的一切无形的东西。是产品现在内容的横向扩张。必须注意附加产品的增加而增加的成本消费者是否愿意承担。Exercise:Linktothepractice海尔冰箱效用质量特征式样品牌附加服务附加利益核心产品Corebenefit:实际产品Actualproduct:延伸产品Augmentedproduct:Conclusion小结Exercise:服务类产品的分层Pleasespecifythelevelsofproductsforathemepark请你为一个主题公园绘出它的产品分层图Practice:LinkagewithmarketingconceptProductionconceptProductconceptSellingconceptMarketingconceptExercise:LinktothepracticeCaseStudy案例某旅行社推出新线路为吸引游客参加承诺可以先旅游后付款。请结合旅游产品的特点、构成分析此项促销方式的可能性、可行性及如何操作?案例电器经销商准备采取先试用空调然后一个月之后再收费请问可能性、可行性及如何操作请结合产品的概念、层次讨论上述案例中哪种做法可行?请支持你的结论?productclassification产品类别durabilityandtangibility产品的耐用程度和有形程度Nondurablegoods易耗品Durablegoods耐用品Service服务产品productclassification产品类别thepurposeforwhichtheproductisbought购买目的consumergoods消费品industrialgoods工业品ProductsandservicesboughtbyfinalconsumersforpersonalconsumptionThosepurchasedforfurtherprocessingorforuseinconductingbusinessconsumergoods消费品Conveniencegoods方便商品日用品Purchasedfrequentlyimmediately频繁购买Lowpriced低价Massadvertising大众密集广告Manypurchaselocations尽可能多的布点consumergoods消费品shoppinggoods选购商品Boughtlessfrequently较频繁Higherprice较高的价格Fewerandselectivepurchaselocations有选择的销售网点deepersalessupport需要较多的售中服务支持consumergoods消费品specialtygoods特殊商品uniquecharacteristics独一无二的特征brandidentification品牌识别度高ExclusiveDistribution专卖店specialpurchaseeffort消费者愿意付出特殊的购买努力Buyersnormallydonotcomparespecialtyproducts最优选择consumergoodsunsoughtgoods非渴求产品忽略品eitherdoesnotknowaboutorknowsaboutbutdoesnotnormallythinkofbuying不了解或者想不到的产品Mostmajornewinnovationsareunsoughtuntiltheconsumerbecomesawareofthemthroughadvertising创新型产品多数属于非渴求品Bytheirverynature,unsoughtproductsrequirealotofadvertising,personalselling,andothermarketingefforts需要大量、密集的广告和促销努力GroupDiscussion小组讨论IndustrialGoods工业品Materialsandparts材料和零部件Capitalitems资本项目Suppliesandbusinessservices物资和服务ProductDecisionIndividualproductdecisionProductlinedecisionIndividualProductDecisionsProductattributes(quality,features,styleanddesign)Branding(Abrandisaname,term,sign,symbol,ordesign,oracombinationofthese,thatidentifiesthemakerorsellerofaproductorservice)Packaging:DesigningandproducingthecontainerorwrapperforaproductDevelopingagoodpackage:PackagingconceptPackageelementsProductsafetyEnvironmentalconcernsLabeling:PrintedinformationappearingonorwiththepackageProductsupportservicesproductlinedecisions产品线组合策略Productlinelength产品线长度StretchingDownwardUpwardBothdirections神龙汽车公司产品线向两端延伸的代表车型即将全部上市。在继东风Peugeot本月强势出击经济型家轿后东风雪铁龙ldquo凯旋rdquo新车也将在月日正式发布。与的上市模式一样凯旋也将采取先亮相后公布价格的形式。东风雪铁龙凯旋是款专为中国市场量身设计的中高端轿车目前东风雪铁龙尚未公开展示过该车型其竞争对手直指凯美瑞、新Accord、新马等中高级车奔驰B级的首次出现是在年底的日内瓦车展上他是一款紧凑型的小型运动旅行车他装配了匹马力的缸直列柴油引擎并配备CVT自动变速箱。但是量产后的奔驰B级将从升引擎起。  奔驰希望这款车将会吸引更多年轻一代的顾客并且与斯巴鲁翼豹旅行车、萨博X、奥迪A运动旅行以及大众高尔夫Plus共同争夺这个市场。Productlinestretching:Mercedesintroducedseveralsmaller,lowerpricedmodels,includingthe$,SmartmicrocompactcarinajointventurewithSwatchAffectionatelydubbedtheSwatchmobile,theSmartisdesignedfortwopeopleandacrateofbeerproductmixdecisionProductMix:alloftheproductlinesanditemsthataparticularselleroffersforsaledepth产品组合深度:howmanyvariantsofeachproductareoffered产品线中的每一产品有多少规格和品种width产品组合广度:howmanydifferentproductlinesthecompanycarry指公司具有多少条产品线consistency产品组合相关性:howcloselytheproductlinesarerelated是指各条产品现在最终用途、生产条件、分销渠道或者其它方面相互关联的程度。产品组合基本概念的一个实例:宝洁公司的产品组合洗涤剂牙膏香皂方便尿布纸巾象牙雪洁拂汰渍快乐奥克多达士大胆吉恩黎明独立格里佳洁士登魁象牙柯柯拉瓦佳美爵士舒肤佳海岸帮宝适露肤查敏白云普夫旗帜产品组合的广度:条产品线产品组合的深度:佳洁士品牌有个规格每个规格有两种口味则佳洁士品牌的深度是。Cendant旗下酒店 胜腾酒店集团是胜腾集团的子公司其总部设在美国新泽西州的帕西帕尼是全球最大的酒店运营商之一在全球五大洲拥有十大著名品牌为:速(Superreg)、天天(DaysInnreg)、华美达(Ramadareg)、BaymontInnreg、Travelodgereg、豪生(HowardJohnsonreg)、KnightsInnreg、WingateInnreg、AmeriHostInnreg以及WyndhamregHotels。全球雇员超过并支持着它旗下多家加盟酒店、多个房间。所有酒店都拥有胜腾集团的特许及管理协议并独自经营运作。BrandEquity品牌资产TheAMAdefinitionofabrand:ldquoAname,term,sign,symbol,ordesign,oracombinationofthese,intendedtoidentifythegoodsorservicesofonesellerorgroupofsellersandtodifferentiatethemfromthecompetitionrdquobrandequity品牌资产BrandsvaryintheamountofpowerandvaluetheyhaveinthemarketplaceApowerfulbrandhashighbrandequityMarketersshouldattempttocreateorfacilitateawareness意识度,acceptability接受度,preference倾向性,andloyalty忠诚度amongconsumersValuableandpowerfulbrandsenjoyhighlevelsofbrandloyaltyTheProcessofBrandDecisions品牌决策过程BrandpositioningBrandnameselectionsBrandsponsorshipBranddevelopmentTheProcessofBrandDecisions品牌决策过程KeyChallengesBrandpositioningBrandsponsorshipBrandnameselectionsBranddevelopmentCanpositionbrandsatanyofthreelevelsProductattributesProductbenefitsBeliefsandvaluesTheProcessofBrandDecisionsOptionsinclude:Manufacturer(national)brand厂商品牌PrivatebrandsCobranding共同品牌Licensedbrand授权品牌KeyChallengesBrandpositioningBrandsponsorshipBrandnameselectionsBranddevelopmentTheProcessofBrandDecisionsKeyChallengesBrandpositioningBrandsponsorshipBrandnameselectionsBranddevelopmentStrongbrandnames:SuggestbenefitsSuggestproductqualitiesAreeasytosay,recognize,andrememberAredistinctiveShouldnotcarrypoormeaningsinotherlanguagesShouldbecapableofregistrationandlegalprotectionTheProcessofBrandDecisionsKeyChallengesBrandpositioningBrandsponsorshipBrandnameselectionsBranddevelopmentLineextensions产品线延伸策略:existingbrandnamesextendedtonewforms,sizes,andflavorsofanexistingproductcategory以相同的品牌在現有的产品类別下推出新产品項目诸如新的味道、型式、顏色、成分或包装尺寸等。Brandextensions品牌延伸策略:existingbrandnamesextendedtonewproductcategories在新的产品类别下运用成功的品牌名称推出新产品或改良的产品Multibrands多品牌策略:newbrandnamesintroducedinthesameproductcategory在相同的产品类别中推出額外的品牌Newbrands新品牌策略)FigureFourbrandstrategiesProductLifeCycleApplicationsProductclasshasthelongestlifecycle(eg,gaspoweredcars)ProductformtendstohavethestandardPLCshape(eg,dialtelephone)Brandcanchangequicklybecauseofchangingcompetitiveattacksandresponses(eg,Tide,Cheer)Styleisabasicanddistinctivemodeofexpression(eg,formalclothing,Danishmodernfurniture)Fashionisapopularstyleinagivenfield(eg,businesscasual)Fadisafashionthatentersquickly,isadoptedquickly,anddeclinesfast(eg,petrocks)PracticalProblemsofPLCHardtoidentifywhichstageofthePLCtheproductisinHardtopinpointwhentheproductmovestothenextstageHardtoidentifyfactorsthataffectproductrsquosmovementthroughstagesHardtoforecastsaleslevel,lengthofeachstage,andshapeofPLCStrategyisbothacauseandresultofthePLCStagesoftheProductLifeCyclePLCStagesIntroduction初创期GrowthMaturityDeclineLowsalesHighcostspercustomerNegativeprofitsMarketingObjective:createproductawarenessandtrialProduct:offerabasicproductPrice:usecostplusformulaDistribution:buildselectivedistributionPromotion:heavytoenticeproducttrialStagesoftheProductLifeCyclePLCStagesIntroductionGrowth成长期MaturityDeclineSales:rapidlyrisingCosts:averagecostpercustomerProfits:risingMarketingObjective:maximizemarketshareProduct:offerextension,service,warrantyPrice:penetrationstrategyDistribution:buildintensivedistributionPromotion:reducetotakeadvantageofdemandStagesoftheProductLifeCyclePLCStagesIntroductionGrowthMaturity成熟期DeclinePeaksalesLowcostsHighprofitsMarketingObjective:maximizeprofitswhiledefendingmarketshareProduct:diversifybrandandmodelsPrice:matchorbestcompetitorsDistribution:buildmoreintensivedistributionPromotion:IncreasetoencouragebrandswitchingStagesoftheProductLifeCyclePLCStagesIntroductionGrowthMaturityDecline衰退期DecliningsalesLowcostsDecliningprofitsLaggardcustomersDecliningcompetition

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