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B2B Marketing Managing The Product Line PGDM–B2B–RS–11

B2B Marketing Managing The Product Line PGDM–B2B–RS–11. Amarnath Krishnaswamy. Plan for this Session (1). Core Competency Identification Exploitation Not covered last session – Product Quality Views Total Quality. Plan for this Session (2). Product Policy Types of Product Lines

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B2B Marketing Managing The Product Line PGDM–B2B–RS–11

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  1. B2B MarketingManaging The Product LinePGDM–B2B–RS–11 Amarnath Krishnaswamy

  2. Plan for this Session (1) Core Competency Identification Exploitation Not covered last session – Product Quality Views Total Quality

  3. Plan for this Session (2) Product Policy Types of Product Lines Product Support Defining the Product Market Assessing Opportunity Planning Strategy Positioning Attributes Strategy Matrix Evaluation Matrix Developing a Strategy

  4. Product Quality

  5. Product Quality – Views • Meaning can differ when viewed by: • Within the organization • Meeting the customers’ requirements • Outside the organization • Giving “value” to the customer

  6. Total Quality Strategy • Buyers evaluate suppliers on the basis of total offering • There are 3 dimensions to this: • Product Quality • Specifications • Performance – Reliability, Durability etc • Support Quality • After-sales service • Delivery Quality • Delivery schedule • Response to changes in schedule

  7. Product Policy

  8. Some Definitions … • Product All the values & satisfaction that a customer gets – at the organization & personal levels • Product Policy Set of all decisions concerning the product lines (product & services) that the company offers.

  9. Product Lines - Types Four types • Proprietary or Catalogue Products • Custom-built Products • Custom-designed Products • Industrial Services Standard products Vanilla products, with add-ons as desired Tailor-made

  10. Product Support • B2B marketing goes beyond supplying the customer with the product / service. • It extends to: • Services that augment • Technical services • Maintenance • Problems in coordination may arise when these services are handled by separate departments – not by those in direct contact with the customer

  11. Product-Market • Definition should cover the ‘use’ of the product; not just the product • Product-market should establish clearly the 2 dimensions: • Customer Function: Define functions that would satisfy the needs of the user • Technological: Define the various ways / methods by which the need is satisfied

  12. Assessing Product-Market Opportunities • Options for going international (Jagdish Sheth model) Market needs Product Configuration Same Different Same Universal Product Market Segmentation Different Product Segmentation Specialty Segmentation • Work from the global market backwards, rather than taking a national product global

  13. Product Strategy

  14. Product Strategy - Tools • Product strategy – a follow-up from defining product lines and identifying product markets (product policy) • Two tools: • Product Positioning • Product Evaluation Matrix

  15. Product Positioning • It’s the place the product “occupies” in the perceptions and preferences of the buyers vis-à-vis competition. • B2B buyers’ perceptions & preferences usually focused on (attributes): • Price • Specifications • Quality

  16. Product Positioning - Attributes • Attributes, fall into 2 categories • Determinants: Important & Differentiating • Non-determinants: Important0r Not important, Not differentiating • Rate on a table Note: A & B are competing brands

  17. Product Positioning - Strategy Matrix • Having identified attributes of importance to buyer, and relative standing of brands, work on the attributes

  18. Product Positioning - Action • If attribute is better than competition • If attribute is inferior to competition • Move from ND to D • Increase the difference • Move from D to ND • Narrow the difference

  19. Product Evaluation Matrix … (1) • Developed by Yoram Wind & Henry Claycamp • Integrates 3 measures: • Sales • Market Share • Profitability

  20. Product Evaluation Matrix … (2) • The first step … • Plot the product attribute

  21. Developing A Strategy • 5 options for product / product line

  22. Finally … Go To Market Cross your fingers and hope for the best! Example: We need to up-date our strategy. The best bet is to go-to-market! Peel An Onion To conduct a layer-by-layer analysis of a complex problem and in the process, reduce yourself to tears!

  23. Moving Forward Next Session: PGDM-RS-12 Date: Tuesday, Feb 23, 2010 Subject: Managing Innovation - Management of Innovation - Technology Portfolio - New Product Development Process

  24. Thank you !

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