INTERNATIONAL PRODUCT
PLANNING:
STANDARDISATION vs.
ADAPTATION
INTRODUCTION
The success of any business depends upon
the satisfaction of its customers. The
commodity market consists of national
and international markeys. Product
planning is nacessary for any producer to
bring and move its product in the market.
A businss enterprise has to take decisions
regarding product development, product
development, product life cycle.
MEANING OF PRODUCT
A good, idea, method, information, object or service
created as a result of a process and serves a need or
satisfies a want. It has a combination of tangible and
intangible attributes (benefits, features, functions,
uses) that a seller offers a buyer for purchase. In
marketing a good or service that most closely meets
the requirements of a particular market and yields
enough profit to justify its continued existence.
•
DEFINITION OF PRODUCT
“A product is a bundle of physical
service and symbolic particulars
expected to yield satisfaction or
benefits to the buyer.”
PHILIP KOTLER
IMPORTANCE OF PRODUCT
CENTRAL
POINT FOR
ALL
MARKETING
ACTIVITIES
STARTING
POINT OF
PLANNING
FROM
BUYER’s
POINT OF
VIEW
COMPETITI
VE
WEAPON
IS AN
END
FROM
SELLER’s
POINT OF
VIEW
EMPLOYM
ENT
OPPORTU
NITIES
FROM
SOCIAL
POINT OF
VIEW
LEVELS OF PRODUCT
CLASSIFICATION OF
PRODUCTS
 TRADITIONAL PRODUCT CLASSIFICATION
 INDUSTRIAL PRODUCT CLASSIFICATION
TRADITIONAL PRODUCT
CLASSIFICATION
TRADITIONAL PRODUCT
CLASSIFICATION
CONSUMER PRODUCTS
CONVENIENT
PRODUCTS
SHOPPING
PRODUCTS
SPECIALITY
PRODUCTS
INDUSTRIAL
PRODUCTS
PRODUCTION
FACILITIES
&MATERIAL
PRODUCTION
MATERIAL
PRODUCTION
SUPPLIES
MANAGEMENT
MODERN PRODUCT
CHARACTERISTICS
 REPLACEMENT RATE
 GROSS MARGIN
 ADJUSTMENT
 CONSUMPTION TIME
 SEARCHING TIME
MODERN PRODUCT
CLASSIFICATION
RED
PRODUCTS
ORANGE
PRODUCTS
YELLOW
PRODUCTS
RED PRODUCTS
ORANGE PRODUCTS
YELLOW PRODUCTS
REPLACEMENT RATE
HIGH
GROSS MARGIN
LOW
ADJUSTMENT
LOW
CONSUMPTION TIME
LOW
SEARCHING TIME
LOW
REPLACEMENT RATE
MEDIUM
GROSS MARGIN
MEDIUM
ADJUSTMENT
MEDIUM
CONSUMPTION TIME
MEDIUM
SEARCHING TIME
MEDIUM
REPLACEMENT RATE
LOW
GROSS MARGIN
HIGH
ADJUSTMENT
HIGH
CONSUMPTION TIME
HIGH
SEARCHING TIME
HIGH
PRODUCT ADAPTATION
AND STRATEGIES
Product adaptation is the process of modifying an
existing product so it is suitable for different
customers or markets. An adaptation strategy is
particularly important for companies that export
their products because it ensures that the product
meets local cultural and regulatory requirements.
Adaptation is also important for companies that
want to introduce new products but do not have
the funds or resources to develop completely new
items.
ONE PRODUCT
ONE MESSAGEWORLDWIDE
SAME
PRODUCTMODIFIED
COMMUNICATI
ON
DOUBLE
ADAPTATION
PRODUCT
ADAPTATION
STRATEGY
PRODUT
ADAPTATIONCOMMUNICATI
ON EXTENSION
PRODUCT
INNOVATION
STANDARDISATION
It is a process of establishing particular
physical attributes and chemical
composition against other items
ADVANTAGES
&DISADVANTAGES
ADVANTAGES
 Increase in sales
 Easy marketing
 Increase in goodwill
 Less selling risk
 Large scale production
economies
DISADVANTAGES
 Technical factors
 Legal factors
 Buyer’s will
 Resource environment
 other factors
PRODUCT PLANNING
Product planning means all the
activities to decide the product lines of
the enterprise and product items to be
included in these product lines.
CHARACTERISTICS
 Product investigation
 Change in commodity according to demand
 To know the practical aspect of the product
 Discontinuance of product
IMPORTANCE
MEANS OF
FULFILLING
SOCIAL
LIABILITY
STARTING
POINT OF
MARKETING
COMPETITIVE
TOOL
INDICATORS
TO
MANAGERIAL
ABILITY
WIDE
SCOPE
ELEMENTS OF PRODUCT
PLANNING
 Search of product
 Development and Commercialization
 Change in Product Line
 Improvement in Products
 Determination of Product capacity
 Discontinuance of product
 Determination of product price
THANKYOU