Objectives Product characteristics Building Managing the Product Mix Product Lines Brand decisions Packaging Labeling C2000 Prentice Hall
©2000 Prentice Hall Objectives Product Characteristics Building & Managing the Product Mix & Product Lines Brand Decisions Packaging & Labeling
Consumer-Goods Classification Convenience products Shopping Products Buy frequently immediately Buy less frequently > Low priced Gather product information Many purchase locations Fewer purchase locations Includes >Compare for Staple goods Suitability& Quality Impulse goods Price Style Emergency goods Specialty Products Unsought Products Special purchase efforts Unique characteristics New innovation Brand identification Products consumers dont > Few purchase locations want to think about Require much advertising personal selling C2000 Prentice Hall
©2000 Prentice Hall Specialty Products Unsought Products Shopping Products Buy less frequently > Gather product information > Fewer purchase locations > Compare for: • Suitability & Quality • Price & Style Convenience Products Special purchase efforts > Unique characteristics > Brand identification > Few purchase locations New innovations > Products consumers don’t want to think about. >Require much advertising & personal selling Buy frequently & immediately > Low priced > Many purchase locations > Includes: • Staple goods • Impulse goods • Emergency goods Consumer-Goods Classification
Product mix Width-number of different product lines Length -total number Product mix of items all the product within the lines lines offered Depth-number of versions of each product C2000 Prentice Hall
©2000 Prentice Hall Product Mix Width - number of different product lines Length - total number of items within the lines Depth - number of versions of each product Product Mix - all the product lines offered
Product-Line Length Line Stretching Downmarket Upmarket TWo-way Line Filling Line modernization Line Featuring Line Pruning C2000 Prentice Hall
©2000 Prentice Hall Product-Line Length Line Stretching Downmarket Upmarket Two-way Line Filling Line Modernization Line Featuring & Line Pruning
What is a brand? User Cuiture Personality Attributes Benefits Values C2000 Prentice Hall
©2000 Prentice Hall What is a Brand? Attributes Benefits Values Culture User Personality