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MK1 - 05 - Product and Brand - Part I (Hadout)
MK1 - 05 - Product and Brand - Part I (Hadout)
▪ Definition of product
(Kotler)
(Stanton)
QUALITY
SPECIFICATIONS
FREE BRAND POST-SALE
DELIVERY CORE SUPPORT
BENEFFIT
LABEL
PACKAGING
DESIGN
3 YEAR
CREDIT WARRANTY
Support Services
Characteristics
Features are a competitive tool to differentiate products in the market.
Ingredients, supplies, materials, among others.
Packaging
Product container or wrapper. It must
comply with being: functional and striking.
Label
There are 4 quality levels: Low, Medium, High and Premium. Depending on
these factors:
▪ The target segment, and the importance it attaches to quality
▪ The expected profit from the company, higher quality products can be sold at
a higher price
▪ The resources that the company has, the higher the quality, more innovation
and higher manufacturing costs are necessary
Support Services
Product Line
Example: Personal care line that includes shampoo, soap, deodorant, etc.
Support Services
Product Portfolio
▪ BCG Matrix
▪ Complementary Products
▪ Substitute Products
▪ Planned Obsolescence
Sales
Product
Sales
Product
Total Expenses
Time
+
Created by Boston Consulting
STARS
Group, also known as the
QUESTION MARK
New products: they have Rising stars of the company, Growth-Share Matrix
MARKET GROWTH