Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

Product mix and product line

product mix and product line

Ähnliche Bücher

Kostenlos mit einer 30-tägigen Testversion von Scribd

Alle anzeigen

Ähnliche Hörbücher

Kostenlos mit einer 30-tägigen Testversion von Scribd

Alle anzeigen
  • Als Erste(r) kommentieren

Product mix and product line

  1. 1. 1-1
  2. 2. 1-2McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 10 Product and Service StrategiesProduct and Service StrategiesProduct and Service StrategiesProduct and Service Strategies
  3. 3. 1-3 After studying this chapter you should be able to: • Understand the different characteristics of a product mix. • Recognize the stages and characteristics of the product life cycle. • Identify appropriate marketing strategies for products in different life cycle stages.
  4. 4. 1-4 • Describe the limitations of the product life cycle concept. • Discuss different product-mix and product-line strategies. After studying this chapter you should be able to:
  5. 5. 1-5 Product Mix • Product Mix: – The total assortment of products and services marketed by a firm. • Product Line: – A group of individual products that are closely related in some way. • Individual Product: – Any brand or variant of a brand in a product line. • Product Mix: – The total assortment of products and services marketed by a firm. • Product Line: – A group of individual products that are closely related in some way. • Individual Product: – Any brand or variant of a brand in a product line.
  6. 6. 1-6 Product Mix Characteristics • Product Mix Width: – The number of product lines in the product mix. • Product Line Length: – The number of products in a product line. • Product Mix Consistency: – The relatedness of the different product lines in a product mix.
  7. 7. 1-7 Product and Service Strategies
  8. 8. 1-8 Individual Product Strategies • Product Life Cycle (PLC): – Describes the advancement of products through identifiable stages of their existence. • Product Life Cycle (PLC): – Describes the advancement of products through identifiable stages of their existence.
  9. 9. 1-9 The Product Life Cycle
  10. 10. 1-10 The Product Life Cycle Concept is Based on Four Premises The Product Life Cycle Concept is Based on Four Premises Products have a limited life. Product sales pass through distinct stages, each with different marketing implications. Profits from a product vary at different stages in the life cycle. Products require different strategies at different life cycle stages.
  11. 11. 1-11 The Diffusion Process Innovators (2.5%) Early Adopters (13.5%) Early Majority (34%) Late Majority (34%) Laggards (16%)
  12. 12. 1-12 The Diffusion Process
  13. 13. 1-13 PLC Stages and Characteristics
  14. 14. 1-14 PLC Length and Shape Sales Sales Sales TimeTime Time Style Fashion Fad
  15. 15. 1-15 PLC Marketing Strategies Stage Objective Marketing StrategyStage Objective Marketing Strategy Introduction Awareness & trial Communicate benefits Growth Usage of firm’s brand Specific brand communication, lower prices, expand distribution Maturity Maintain market share Sales promotion, drop price, Extend life cycle expand distribution, new uses & new versions of product Decline Decide what to do Maintain, harvest, or divest with product Introduction Awareness & trial Communicate benefits Growth Usage of firm’s brand Specific brand communication, lower prices, expand distribution Maturity Maintain market share Sales promotion, drop price, Extend life cycle expand distribution, new uses & new versions of product Decline Decide what to do Maintain, harvest, or divest with product
  16. 16. 1-16 Limitations of the PLC 1. The life cycle concept applies best to product forms rather than to classes of products or specific brands. 2. The life cycle concept may lead marketers to think that a product has a predetermined life, which may produce problems in interpreting sales and profits. 3. It is only a descriptive way of looking at the behavior of a product and the life cycle can not predict the behavior of a product. 1. The life cycle concept applies best to product forms rather than to classes of products or specific brands. 2. The life cycle concept may lead marketers to think that a product has a predetermined life, which may produce problems in interpreting sales and profits. 3. It is only a descriptive way of looking at the behavior of a product and the life cycle can not predict the behavior of a product.
  17. 17. 1-17 Product-Line Strategies • Strategic Alternatives: 1. To increase the length of a product line. 2. To decrease the length of a product line. • Strategic Alternatives: 1. To increase the length of a product line. 2. To decrease the length of a product line.
  18. 18. 1-18 Increasing the Product Line • Downward-stretch Strategy • Upward-stretch Strategy • Two-way-stretch Strategy • Line-filling Strategy Cannibalization occurs when a new Product takes sales away from existing products.
  19. 19. 1-19 Decreasing the Product Line • Product Line Contraction: – Firms must consider deleting products when: • They are not successful. • They reach the decline stage of PLC. • Long product line marketing costs are too high.
  20. 20. 1-20 Product-Mix Strategies The Product Mix consists of all product lines and individual products marketed by the firm.
  21. 21. 1-21 Strategic Alternatives Add New Product Lines? Delete Existing Product Lines?
  22. 22. 1-22 Branding Strategies Product Mix Branding Strategies Product Mix Branding Strategies Family Brand Name Strategy Family Brand Name Strategy Individual Brand Name Strategy Individual Brand Name Strategy Company Name Company Name Family Brands or Product Types Family Brands or Product Types Family & Individual Brand Name Family & Individual Brand Name
  23. 23. 1-23 Ethical Issues in Product and Service Strategies • Is the product safe when used as intended? • Is the product safe when misused in a way that is foreseeable? • Have any competitors’ patents or copyrights been violated? • Is the product safe when used as intended? • Is the product safe when misused in a way that is foreseeable? • Have any competitors’ patents or copyrights been violated?
  24. 24. 1-24 Ethical Issues in Product and Service Strategies • Is the product compatible with the physical environment? • Is the product environmentally compatible when disposed of? • Do any organizational stakeholders object to the product? • Is the product compatible with the physical environment? • Is the product environmentally compatible when disposed of? • Do any organizational stakeholders object to the product?

    Als Erste(r) kommentieren

    Loggen Sie sich ein, um Kommentare anzuzeigen.

  • kumarankith

    Mar. 31, 2015
  • svaathy

    Nov. 25, 2016
  • AnusreeAnu

    Apr. 17, 2017
  • AkashKumra1

    May. 25, 2017
  • ParthviGor

    Aug. 18, 2017
  • SumitRaj57

    Oct. 14, 2017
  • SouravDeAMITY

    Nov. 1, 2017
  • NancyKimario

    Dec. 9, 2017
  • AparnaBata

    Mar. 21, 2018
  • SimranSaluja4

    Mar. 27, 2018
  • ChiranjibiBanjade

    Mar. 27, 2018
  • ShivarajShivu6

    May. 21, 2018
  • JITTYJOSEPH

    Dec. 1, 2018
  • ApacPsiko

    Jun. 6, 2019
  • AswathyYesodharan

    Jul. 24, 2019
  • CathNanang

    Aug. 2, 2019
  • PriyaBanerjee21

    Feb. 15, 2021
  • anudhyaan

    Jun. 27, 2021

product mix and product line

Aufrufe

Aufrufe insgesamt

21.218

Auf Slideshare

0

Aus Einbettungen

0

Anzahl der Einbettungen

3

Befehle

Downloads

531

Geteilt

0

Kommentare

0

Likes

18

×