A presentation

on
International Marketing

Product Strategy

Presented by:
:
MOIRANGTHEN PAULY
ROLL NO :- 59
Marketing planning begins with
formulating an offering to meet target
customer’s needs and wants .

PRODUCT : product is anything that can be

offered to a market to satisfy a want or need
including physical goods, services,
experiences, events, person, place,
properties, organization, in formations and
ideas.
”Product strategy begins with a strategic
vision that states where a company wants to
go, how it will get there, and why it will be
successful.”

”Product strategy is like a roadmap, and like a

roadmap it’s useful only when you know
where you are and where you want to go.”
Global / International Product Strategies
Global Product Strategies (CONT........)

• Develop products uniquely for country markets

• Leverage country-specific product

• Customize global product platform

• Develop universal global product

 UNDER PRODUCT STRTERGY

1. Product Platform Strategy

2. Product Line Strategy
3. Leveraged Expansion
4. Product Differentiation
 1. Product Platform Strategy

Platform is an architecture of the common elements

implemented across a range of products

One element in the platform usually represents

a defining technology
Dictates life cycle, capabilities, limitations
Important to understand the role of a defining technology
The choice if defining technology is perhaps the most critical
strategic decision that a hi-tech company makes
Business Dictionary: defines product platform as the "common
design, formula, or a versatile product, based on which a family
(line) of products is built over time.“
The goal or product platform strategies are to achieve an
economy of scale.
Benefits of Platform Strategy
Focuses management on key decisions at the right time
Simplifies the strategy processs, helps concentrating on critical
decisions
Enables rapid & consistent product development
Encourages a long-term view on product strategy
Can leverage operational efficiencies
Manufacturing costs
Design costs
Makes marketing and support easier
 Example of Product Platforms:
 Bank’s Product Platform:

Saving Account Loans Investments &

insurance
• Regular saving • Personal loans •Mutual funds
account • Home loans •Tax planning
• Saving plus account •Two wheelers loans •General & Health
• Senior Max Account •Car loans insurance
• No Frills Account •Educational loans •Wealth Advisory
• Institutional Saving Services
Account
 2.Product Line Strategy

A time-phased plan for developing products from a common

platform, each product targeting a specific market segment

The true potential of a platform strategy is extracted

with an effective product line strategy
Product line strategy is used to sell different products
in the same product range at different price points
based on features or benefits
Product Line Strategy (contd.)

Covers all primary targeted market segments

Each product offering should be sufficiently
focused
Time-phased scheduling / sequencing
 all products cannot be released simultaneously

Similar products / product lines are coordinated

 To avoid rework and confusion in marketing and among
customers
 3. Leveraged Expansion

Leverage improves managerial discipline, but it can also raise

customer concerns about a vendor's long-term viability
The success of expansions to new product markets depends highly
on
ability to leverage:
Existing market knowledge
Technical skills
leverage is a general term for any technique to multiply gains
and losses.
 Examples of Leveraged Expansion

Microsoft
DOS  Windows
Windows + Internet  Internet Explorer & MSN
 4.Product Differentiation
In marketing, product differentiation is the process of
distinguishing a product or offering from others, to make it more
attractive to a particular target market. This involves
differentiating it from competitor’s products as well as a firm's
own product offerings

…is achieved with vectors of differentiation that are significant to

the customer

One very prominent feature

or
An appealing combination
 High-Tech Differentiation
 A marketing process that showcases the differences between
products. 
 Differentiation looks to make a product more attractive by
contrasting its unique qualities with other competing products. 
 Successful product differentiation creates a competitive advantage for
the seller, as customers view these products as unique or superior
1. Unique features
2. Measurable benefits
3. Ease of use
4. Improved productivity
5. Unique fundamental characteristics
6. Design
Unique features
most commonly used
an ”easy” strategy
endlessly adding new features does not give sustained
differentiation
can contradict ease of use
Example: in bank
Accounts & Deposit Cards

•Saving accounts •Credit cards

•Current accounts •Debit cards
•Salary accounts •Prepaid cards
•Fixed deposit
•Recurring deposit
•Safe deposit
Thank you