marketing chapter assignment
DESCRIPTION
Chapter 12: Setting Product Strategy Presented on: 12 May 2010Submitted on: 11 May 2010TRANSCRIPT
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ALDWIN L. ONG
ASMPH 2012
12 May 2010
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•Characteristics of Products•Classification of Products•Product Differentiation•Product and Brand Relationships•Packaging and Labeling•Product Assurance
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In developing nations, product competition takes place at the Expected Product Output Level
5 Product Levels
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•Kotler: Hotel with clean bed, fresh towels, working lamps, and ample peace.
In developing nations, product competition takes place at the Expected Product Output Level
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•Local: ▫Hotel Sofitel▫Imperial Hotel
•RP Medical Application:▫Hi-Precision Diagnostics
In developing nations, product competition takes place at the Expected Product Output Level
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Shopping habits can be used to classify consumer goods!
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•Kotler: Heinz Ketchup, Ritz Crackers, furniture, Mercedes
Shopping habits can be used to classify consumer goods!
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Shopping habits can be used to classify consumer goods!
•Local: ▫Tide▫Hi-Top Supermarket
•RP Medical Application:▫Happy toothpaste▫Sarabia Optical
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•Kotler: Lego, Mercedes Benz, BMW Minis
Branding entails the differentiation of products and services
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Branding entails the differentiation of products and services
•Local: ▫Mang Inasal
•RP Medical Application:▫The Medical City – Patient-Partners
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•Kotler: Nokia cell phones, Gillette, Boeing 777
Design is often an effective means of giving a product its competitive advantage
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Design is often an effective means of giving a product its competitive advantage
•Local: ▫San Miguel Beer
•RP Medical Application:▫Gustillo Prosthesis
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•Kotler: Rolls-Royce PLC, Best Buy, Costco.
•Local:▫Cebu Pacific
•RP Medical Application:▫TMC Sleep Lab
Adding value to services and improving quality is a plus when products cannot be physically differentiated.
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•Kotler: General Electrics, Northwestern University.
•Local: ▫Ateneo de Manila University
•RP Medical Application:▫Belo Medical Group
Product Systems & Mixes:Many companies retail more than one product!
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Product lines tend to extend over time……………
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•Kotler: Toyota and Lexus, Holiday Inn hotel chain
•Local: ▫Selecta Ice Cream
•RP Medical Application:▫Doctors/specialists who practice in both
private and public hospitals
Product lines tend to extend over time……………
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•Kotler: Pizza Hut, KFC, and Taco Bell fast-food.
•Local:▫Jollibee, Greenwich, Red Ribbon, and
Chowking
•RP Medical Application:▫TMC-ASMPH
In Co-Branding, products of one company may be combined with products of another company!
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•Kotler: Cool Water Cologne, Campbell Soup Co.
Packaging may be considered as a 5th P of marketing – along with price, product, place, and promotion.
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Packaging may be considered as a 5th P of marketing – along with price, product, place, and promotion.
•Local: ▫Zesto
•RP Medical Application:▫Greencross Rubbing Alcohol
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•Kotler: Mitsubishi Motors, Cross pens
•Local: ▫National Bookstore
•RP Medical Application:▫Medical equipment and machines
Warranties and Guarantees further serve to assure customers.
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•Depending on the product classification, it is possible to make a brand out of a product by using various modes of product differentiation.
•Other strategies to market products include co-branding, unique packaging, and product assurance.
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ALDWIN L. ONG
ASMPH 2012
12 May 2010