Lecture Basic Marketing: A global managerial approach - Chapter 9: Product planning for goods and services

Chapter 9:
  

Product Planning for Goods
and Services

For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.


Strategic Planning for Product
Target Market

Product

Place

Promotion

Price

Product
Idea

Brand

Package

Warranty

Protection,

Promotion,
(or both)

None, full, or
limited

Physical
good/service
Features
Quality level
Accessories
Installation
Instructions
Product line

Type of Brand:
Individual or
family
Manufacturer or
dealer

Exhibit 9­1
9­2

For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.


Consumer Product Classes
Convenience

Consumer
Product
Classes

Shopping

Specialty

Unsought
9­3

For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.


Business Products
Installations

Professional
Services

MRO
Supplies

Accessories
Business
Product
Classes

Raw
Materials

Component
Parts and
Materials

9­4

For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.


Branding
Rejection

Nonrecognition

Recognition

Preference

Insistence
9­5

Focus:

Change Position
Focus:

Increase Awareness
Focus:

Continue Education
Focus :

Maintain Availability
Focus : Develop High

Brand Equity
For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.


What Kind of Brand to Use?

?

Family
Brand

?
?

Individual
Brand

?
Brand
Choices

?

Manufacturer

Dealer

?

?
Generic

9­6

For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.


The Strategic Importance of Packaging

Convenient packages 
are easier to use, 
making purchase 
decisions easier for 
the customer as well.

9­7

For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.

Using Warranties to Improve the
Marketing Mix

Warranty

9­8

A warranty says the 
company stands behind 
the product.  Consumers 
often feel more 
comfortable with 
products they know 
come with assurances.

For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.