product planing
TRANSCRIPT
-
8/9/2019 Product Planing
1/20
DishaDisha Institute Of Management & Technology ,Institute Of Management & Technology ,
RaipurRaipur
Presented By:Presented By:
RishabhRishabh GuptaGupta
SharadSharad MakhejaniMakhejani
-
8/9/2019 Product Planing
2/20
What is product ?What is product ?
AA product is anything that can be offered to aproduct is anything that can be offered to a
market that might satisfy a want or need.market that might satisfy a want or need.
AA productproduct isis aa physicalphysical good,good, service,service, idea,idea, personperson ororplaceplace thatthat isis capablecapable of of offeringoffering tangibletangible andand
intangibleintangible attributesattributes thatthat individualsindividuals oror organisationsorganisations
regardregard asas soso necessary,necessary, worthwhile,worthwhile, oror satisfyingsatisfying thatthat
theythey areare preparedprepared toto exchangeexchange money,money, patronagepatronage ororsomesome otherother unitunit ofof valuevalue inin orderorder toto acquireacquire itit..
-
8/9/2019 Product Planing
3/20
Tangible ProductTangible Product
(Goods )(Goods )
Intangible Product
( Service )
-
8/9/2019 Product Planing
4/20
-
8/9/2019 Product Planing
5/20
CONSUMER VALUE HIERARCHYCONSUMER VALUE HIERARCHY
Potential productPotential product
Augmented productAugmented product
Expected productExpected product
Basic productBasic product
Core benefitCore benefit
-
8/9/2019 Product Planing
6/20
Core ProductCore Product
TheThe corecore featurefeature offeredoffered byby aa productproduct toto thethe customerscustomers..AllAll otherother featuresfeatures areare supersuper imposedimposed onon thethe corecore featurefeature
toto formform thethe personalitypersonality ofof thethe productproduct..
Core benefit of a cellCore benefit of a cell
phone is that it act asphone is that it act as
a wireless medium ofa wireless medium ofcommunicationcommunication..
-
8/9/2019 Product Planing
7/20
Basic ProductBasic ProductIt is a second level of customer value hierarchy in whichIt is a second level of customer value hierarchy in whichthe marketers has to turn the core benefits into basicthe marketers has to turn the core benefits into basic
product.product.
Basic feature of cell phoneBasic feature of cell phone
KeypadKeypad
ScreenScreen
BatteryBatteryBody of cell phoneBody of cell phone
Easy to use etc.Easy to use etc.
-
8/9/2019 Product Planing
8/20
Expected ProductExpected Product
At the third level, the marketers prepares an expectedAt the third level, the marketers prepares an expectedproduct, a set of attributes that buyers normally expectproduct, a set of attributes that buyers normally expect
when they buy a product.when they buy a product.
Expected features of cell phoneExpected features of cell phone
Long battery backLong battery back--upup
Color screenColor screen
Good lookingGood looking
Long durabilityLong durability
SMS facilitySMS facility
RadioRadio
CameraCamera
Phone bookPhone book
Head phone etc.Head phone etc.
-
8/9/2019 Product Planing
9/20
Augmented ProductAugmented Product
At the fourth level, the marketers prepares an augmentedAt the fourth level, the marketers prepares an augmentedproduct, that exceeds customers expectations.product, that exceeds customers expectations.
Augmented features of cell phoneAugmented features of cell phone
Battery backBattery back--up min. 9 hrsup min. 9 hrsTouch screenTouch screen
Stylish and handyStylish and handy
MMS facility and video calls.MMS facility and video calls.
Extendable memories up to 32 GBExtendable memories up to 32 GB
5 MP camera5 MP camera
Phone book unlimited entriesPhone book unlimited entries
Bluetooth headphone etc.Bluetooth headphone etc.
-
8/9/2019 Product Planing
10/20
Potential productPotential product
Potential products are those products which includes all
Potential products are those products which includes allthe improvements that are possible under giventhe improvements that are possible under given
technological, economic and competitive conditions.technological, economic and competitive conditions.
Potential features of cell phonePotential features of cell phone
2G & 3G network2G & 3G network
Maps & GPSMaps & GPSFaster internet connectivityFaster internet connectivity
Intelligent KeyboardsIntelligent Keyboards
-
8/9/2019 Product Planing
11/20
-
8/9/2019 Product Planing
12/20
Durability & TangibilityDurability & Tangibility
Non durables goodsNon durables goods
Durables goodsDurables goods
ServicesServices
-
8/9/2019 Product Planing
13/20
Consumer ProductsConsumer Products
Those products which are used by the consumer forThose products which are used by the consumer forpersonal, family or household use and they are boughtpersonal, family or household use and they are bought
with the intention of satisfying individual or personalwith the intention of satisfying individual or personal
needs.needs.
A) Convenience ProductsA) Convenience Products
Inexpensive , frequently bought with minimum thoughtsInexpensive , frequently bought with minimum thoughts
and efforts.and efforts.
B) Shopping productsB) Shopping products
Willing to spent time & efforts, longer life & purchasedWilling to spent time & efforts, longer life & purchased
less frequently.less frequently.
-
8/9/2019 Product Planing
14/20
Consumer ProductsConsumer Products
C) Specialty productsC) Specialty products
One or more unique attributes, available at selectiveOne or more unique attributes, available at selective
outlets, acceptance of substitutes are not present.outlets, acceptance of substitutes are not present.
D) Unsought productsD) Unsought products
The consumer doesnt normally think of buying, it will beThe consumer doesnt normally think of buying, it will be
purchase on emergency cases.purchase on emergency cases.
-
8/9/2019 Product Planing
15/20
Consumer ProductsConsumer Products
Convenience goodsConvenience goods Shopping goodsShopping goods
Specialty goodsSpecialty goods Unsought goodsUnsought goods
-
8/9/2019 Product Planing
16/20
Industrial ProductsIndustrial ProductsP
roducts that are purchased to produce other product orP
roducts that are purchased to produce other product orfacilitates the smooth functioning of an organization.facilitates the smooth functioning of an organization.
A) Materials & parts:A) Materials & parts:
Goods that enters the manufactures product completely.Goods that enters the manufactures product completely.
ii) Raw material) Raw material
( For the paper industry, wood is a raw material )( For the paper industry, wood is a raw material )
ii) Manufactured materials partsii) Manufactured materials parts( For the steel sector, pig iron acts as a manufactured( For the steel sector, pig iron acts as a manufactured
material parts)material parts)
-
8/9/2019 Product Planing
17/20
Industrial ProductsIndustrial Products
B) Capital items:B) Capital items:
They are the long lasting goods that facilitate developingThey are the long lasting goods that facilitate developing
or managing the finished product.or managing the finished product.
ii) Installations) Installations
( Factory buildings & office buildings )( Factory buildings & office buildings )
ii) Equipmentsii) Equipments( Heavy machines, generators etc)( Heavy machines, generators etc)
-
8/9/2019 Product Planing
18/20
-
8/9/2019 Product Planing
19/20
What is product Mix ?What is product Mix ?Product mix is a set of all products that an organizationProduct mix is a set of all products that an organization
offers to its customers.offers to its customers.
-
8/9/2019 Product Planing
20/20
Thank YouThank You