Product & service decisions can be divided into three levels:
1. Individual product decisions;
2. Product line decisions;
3. Product mix decisions
Now, discuss each in turn.
Individual product & service decisions:
This decision involves product attributes, branding , packaging, labeling & support services.
Product & service attributes: Product & service attributes involves quality, features, style & design.
∆ Product quality: Product quality is the major positioning tools. Products are mostly affected by quality that defines as freedom from defects. Product quality is the ability to satisfy the customers. It has to dimensions . One is level that support the products positioning by developing product quality. Another is consistency that defines high levels of quality.
∆ Product features: Product may offer various features. Features are the competitive of a company.
∆ Product style & design: Product style & design can add more value the target customers But design is a larger concept than style. Style is eye catching but design is customer needs.
Branding : Brand is a symbol, name, design or combination of these that identifies the products & differentiate from competitors.
Packaging: It involves designing & producing the container for a product.Traditionally, packaging protect the product.
Labeling: Labeling is a simple tags that attached to complex graphics. It is a part of packaging. It also support brand positioning & add personality to the brand.
Product support services:
Product support sservice is another product strayegy.Its first step is survey customers , then assess the value of current services & obtain for new ones, after than it fix problems & add new services that both delight customers & profits to the company.
Product line decisions:
Product line is another strategy.It is closely related to the similar product , sold same customer groups, marketed through same outlets & a given price ranges.
Product mix decisions:
It is a total set of all product lines & items that a particular seller offers for sale.For example: Unilever has different types of product shampoo, soap, lotion, conditionar,handwash etc. Product mix has four dimensions : width, length, depth & consistency.
Product width refers different product lines the company carries. Product mix length refers total number of items a company carries. Depth refers to the number of versions offered for each product in the line.Finally, the consistency refers how closely related the verious product lines are in end use.
All of these product mix defines the product strategy.
1. Individual product decisions;
2. Product line decisions;
3. Product mix decisions
Now, discuss each in turn.
Individual product & service decisions:
This decision involves product attributes, branding , packaging, labeling & support services.
Product & service attributes: Product & service attributes involves quality, features, style & design.
∆ Product quality: Product quality is the major positioning tools. Products are mostly affected by quality that defines as freedom from defects. Product quality is the ability to satisfy the customers. It has to dimensions . One is level that support the products positioning by developing product quality. Another is consistency that defines high levels of quality.
∆ Product features: Product may offer various features. Features are the competitive of a company.
∆ Product style & design: Product style & design can add more value the target customers But design is a larger concept than style. Style is eye catching but design is customer needs.
Branding : Brand is a symbol, name, design or combination of these that identifies the products & differentiate from competitors.
Packaging: It involves designing & producing the container for a product.Traditionally, packaging protect the product.
Labeling: Labeling is a simple tags that attached to complex graphics. It is a part of packaging. It also support brand positioning & add personality to the brand.
Product support services:
Product support sservice is another product strayegy.Its first step is survey customers , then assess the value of current services & obtain for new ones, after than it fix problems & add new services that both delight customers & profits to the company.
Product line decisions:
Product line is another strategy.It is closely related to the similar product , sold same customer groups, marketed through same outlets & a given price ranges.
Product mix decisions:
It is a total set of all product lines & items that a particular seller offers for sale.For example: Unilever has different types of product shampoo, soap, lotion, conditionar,handwash etc. Product mix has four dimensions : width, length, depth & consistency.
Product width refers different product lines the company carries. Product mix length refers total number of items a company carries. Depth refers to the number of versions offered for each product in the line.Finally, the consistency refers how closely related the verious product lines are in end use.
All of these product mix defines the product strategy.
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