MARKETING MANAGEMENT
12th edition
12
Setting Product
Strategy
Kotler
Keller
At the heart of a great brand is a
great product
12-2
Product
Anything that can be offered to a market to
satisfy a want or need.
12-3
Figure 12.1 Components of the
Market Offering
12-4
Figure 12.2 Five Product Levels
12-5
Product Classification Schemes
Durability
Tangibility
Use
12-6
Durability and Tangibility
Nondurable
goods
Durable
goods
Services
12-7
Consumer Goods Classification
Convenience
Shopping
Specialty
Unsought
12-8
Product Systems and Mixes
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•
•
•
•
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Product system
Product mix
Product assortment
Depth
Length
Width
Consistency
12-9
Product-Mix Width and Product-Line Length for
Proctor& Gamble Products
Product-Mix Width
Detergents
Toothpaste
Ivory
Snow
(1930)
Gleem (1952)
PRODUCTDreft
LINE
(1933)
LENGTH
Tide
(1946)
Cheer
(1950)
Disposable
Bar Soap
Diapers
Paper
Tissue
Ivory
(1879)
Pampers
(1961)
Charmin
(1928)
Kirk’s
(1885)
Luvs
(1976)
Puffs
(1960)
Crest (1955)
Lava
(1893)
Banner
(1982)
Camay
(1926)
Summit
(1992)
12-10
Line Stretching
Down-Market Stretch
Up-Market Stretch
Two-Way Stretch
12-11
Two-Way Product-Line
Stretch: Marriott Hotels
Quality
Economy
Standard
Good
Marriott
Marquis
(Top
executives)
Price
High
Marriott
(Middle
managers)
Above
average
Average
Superior
Courtyard
(Salespeople)
Fairfield Inn
Low (Vacationers)
12-12
Co-branding
12-13
Ingredient Branding
12-14
Packaging: The 5th P
All the activities of designing and producing
the container for a product.
12-15
Packaging has been influenced by…
Self-service
Consumer affluence
Company/brand image
Innovation opportunity
12-16
Functions of Labels
Identifies
Grades
Describes
Promotes
12-17