Download - Product and Brands
PROD
UCT
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.
Product
Classifying
Products
• On the basis of Type of User
Consumer goods
Industrial/business goods
• On the basis of Degree of Tangibility
Non-Durable Goods
Durable Goods
Service
On the basis of Users
On the basis of Degree of
Tangibility
Product Line
Product Line
A product line is a group of those
products associated by functions, by
consumer group, by distribution
channel or by price range.WholeMilk
SkimMilk
2%Milk
Product Mix
The total group of products that an organization makes available to customers
A company’s product mix has certain:
Width:
How many different product lines the company carries?
Product line length:
Total no. of brands within special product line.
Product Mix
Product Line Stretching
Increasing the number
of products within an
existing product range with similar
products that have additional or
different features.
Product Line Stretching
Types of Line Stretching
Down-Market-Stretching
Moving from upper market to segment below.
Reasons :
• Growth is slow at higher end.
• Initial highly priced product stability.
• Quality image & stretch decreases brings in volume.
• To counter competition.
Toyota
Down-Market-Stretching
Upward Stretch:
Moving from low priced product to upper end/ premium products.
Reasons :
• Higher margins at premium Product levels.
• Increased growth rate.
• Positioning as full line manufacturers.
Types of Line Stretching
Line Filling
A business strategy that involves increasing the
number of products in an existing product to
take advantage of marketplace gaps and
reduce competition.
Line Filling
BRAND
Band is a “Name, term, sign, symbol or design or a
combination of them intended to identify the goods
and services of one seller or group of seller and to
differentiate them from those of other sellers.”
- American Marketing Association (AMA)
New Product
New products are goods and services that differ
significantly in their characteristics or intended
uses from products previously produced by the
firm.
What it takes to launch one commercially
successful new product?
Reasons for New Product Failures
• Too Little Market Attractiveness
• Poor Execution of the Marketing Mix:
Name, Price, Promotion, and Distribution
• Insignificant Point of Difference
• No Access to Buyers
• Bad Timing
• Poor Product Quality
Stages in the New Development Process
THE NEW-PRODUCT PROCESS-
Idea Generation
Customer and Supplier Suggestions
Employee and Co-Worker Suggestions
Research and Development Breakthroughs
Competitive Products
THE NEW-PRODUCT PROCESS-
Screening and Evaluation
The first filter in the product
development process, which
eliminates ideas that are
inconsistent with the organization’s
new-product strategy or are
inappropriate for some other reason.
THE NEW-PRODUCT PROCESS-
Business Analysis
• if positive, build a prototype
Considerations in
Business Analysis Stage
Demand
Cost
Sales
Profitability
THE NEW-PRODUCT PROCESS-
Development
“Failure Analysis”
Marketing strategy
Packaging, branding, labeling
Manufacturing feasibility
Final government approvals if
needed
THE NEW-PRODUCT PROCESS-
Test Marketing
The limited introduction of a product
and a marketing program to determine
the reactions of potential customers
in a market situation.
THE NEW-PRODUCT PROCESS-
Commercialization
Most expensive stage
• It is The process of introducing a new product into the market
• It may involve heavy promotion and filling the distribution networks with the product.
• Speed as a Factor in New-Product Success
QUIZEE
1. PANTENE, GILLETTE, ORAL-B, VICKS ARE PRODUCT OF WHICH COMPANY
1. Uniliver
2. P&G
3. Dabur Nepal
4. PepsiCo
5. Parle
2. You come first
1. Buddha Airlines
2. Tara Airlines
3. cosmic air
4. Guna air
5. Yeti Airlines
3. To which company does the logo belongs to….
1. WAL MART2. PepsiCo 3. PAYPAL4. AT&T5. KFC
4. Parash khadka, Bike
1. Bajaj
2. Honda
3. Hero
4. Kawasaki
5.Yahama
5. IDENTIFY THE PICTURE
1. Ursul M. Burns (Xerox)
2. Indra Nooyi (PepsiCo)
3. Meg Whitman (Hewleet packard)
6. Who is the Founder of Chaudhary Group….
1. Lunkaran Das Chaudhary
2. Binod Chaudhary
3. Basanta Chaudhary
4. Nirvan Chaudhary
7. Fair & lovely is the product of which company
1. Procter & Gamble
2. Unilever
3. Emami
4. Godrej
1.NIKE 2.ADDIDAS3.PUMA4.KAPPA
8. TO WHICH COMPANY DOES THE LOGO BELONGS TO…
9. NISHA ADHIKARI, DAYAHANG RAI & PAINTS…
1. Pashupati Paints
2. Asian Paints
3. G7 Paints
4. Reliance Paints
10. Tasty-Tasty biscuit is a product of….
1. kwality diet
2. Goodlife Biscuit
3. Pashupati Biscuit