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    This document discusses product strategy and classification in marketing management. It covers durable and nondurable goods as well as consumer and industrial goods. Product differentiation is achieved through various attributes such as form, features, performance and more. The product hierarchy organizes items into families and lines. Packaging and labeling serve identification, grading, description and promotion functions. Warranties and guarantees are also addressed.

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    This document discusses product strategy and classification in marketing management. It covers durable and nondurable goods as well as consumer and industrial goods. Product differentiation is achieved through various attributes such as form, features, performance and more. The product hierarchy organizes items into families and lines. Packaging and labeling serve identification, grading, description and promotion functions. Warranties and guarantees are also addressed.

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    6 views16 pages

    Marketing Management: 12 Setting Product Strategy

    Uploaded by

    Nandang Sudrajat
    This document discusses product strategy and classification in marketing management. It covers durable and nondurable goods as well as consumer and industrial goods. Product differentiation is achieved through various attributes such as form, features, performance and more. The product hierarchy organizes items into families and lines. Packaging and labeling serve identification, grading, description and promotion functions. Warranties and guarantees are also addressed.

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    © All Rights Reserved
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    of 16

    MARKETING MANAGEMENT

    12th edition

    12
    Setting Product Strategy

    Kotler Keller
    Product

    Anything that can be offered to a market to


    satisfy a want or need.
    Apa saja yang dapat disampaikan kepasar
    Untuk memenuhi keinginan dan kebutuhan

    12-2
    Product Classification Schemes

    Durability
    Daya tahan dari produk tersebut

    Tangibility
    Manfaat dari barang tersebut

    Use

    12-3
    Durability and Tangibility

    Nondurable goods
    Barang habis pakai

    Durable goods
    Services
    Yang habis a/ umur
    Manfaat jasa
    Brang tersebut

    12-4
    Consumer Goods Classification

    Shopping
    Convenience
    Barang yg perlu usaha untuk
    Barang kebutuhan sehari2
    mendapatkannya

    Unsought
    Specialty
    Barang yg tidak disadari
    Barang khusus
    Oleh konsumen

    12-5
    Industrial Goods Classification

    Materials and parts


    Bahan baku

    Capital items Supplies/ business services


    Perbangkan Bidang Jasa

    12-6
    Product Differentiation
    • Product form • Style
    (Bentuk produk) (Gaya)
    • Features • Design
    (Kelebihan) (Disain)
    • Performance • Ordering ease
    (Kinerja) (Ketenangan pemesanan)
    • Conformance • Delivery (Pengiriman)
    (Kenyamanan) • Installation (Pemasangan)
    • Durability • Customer training
    (Ketahanan) (Pelatihan pelanggan)
    • Reliability • Customer consulting
    (Kehandalan) (Konsultasi pelanggan)
    • Reparability • Maintenance
    (Memperbaiki) (Pemeliharaan)
    12-7
    Dunkin’ Donuts’ Differentiation

    12-8
    Design Differentiation

    12-9
    The Product Hierarchy

    Item
    Product type
    Product line
    Product class
    Product family
    Need family
    12-10
    Product Systems and Mixes

    • Product system
    • Product mix
    • Product assortment
    • Depth
    • Length
    • Width
    • Consistency

    12-11
    Product Line Analysis

    Core product Staples

    Convenience
    Specialties
    items

    12-12
    Packaging: The 5 P th

    All the activities of designing and producing


    the container for a product.

    12-13
    Packaging has been influenced by…

    Self-service

    Consumer affluence

    Company/brand image

    Innovation opportunity

    12-14
    Functions of Labels

    Identifies

    Grades

    Describes

    Promotes

    12-15
    Warranties and Guarantees

    12-16

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