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E-Marketing Unit 6. Product Strategy. Instructor: Safaa S. Y. Dalloul. Elements of Lecture. Product Strategy. Product Characteristics and Classifications. Components of Market Offering Product Levels Product Classifications Differentiation Product System Brand Packaging and Labeling.

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instructor safaa s y dalloul


Unit 6

Product Strategy

Instructor: Safaa S. Y. Dalloul

elements of lecture
Elements of Lecture
  • Product Strategy
  • Product Characteristics and Classifications
  • Components of Market Offering
  • Product Levels
  • Product Classifications
  • Differentiation
  • Product System
  • Brand
  • Packaging and Labeling
components of market offering
Components of Market Offering
  • Many people think that a product is a tangible offering, but a product can be more than that.
  • A product is anything that can be offered to a market to satisfy a want or need. Products that are marketed include physical goods, services, experiences, events, persons, places, properties, organizations, information, and ideas.
components of market offering1
Components of Market Offering
  • Marketing planning begins with formulating and offering to meet target customer’s needs or wants.
product levels2
Product Levels

Examples of Product Level

product classifications
Product Classifications
  • Durability and Tangibility
    • Durable: Many uses such as refrigerators
    • Non-durable: Normally consumed such as soap
    • Services: intangible such as legal advice
  • Consumer Goods Classification
  • Industrial Goods Classification
durability and tangibility1
Durability and Tangibility
  • Durable Goods
  • Non-Durable Goods
  • Services
industrial goods classifications
Industrial Goods Classifications
  • Material and Parts
  • Capital Items
  • Supplies and Business Services

Differentiation: process of adding a set of meaningful and valued differences to distinguish the company’s offering form competitor’s offering


Product Design Parameters



Design Parameters

product system
Product System

Product System: A group of diverse but related items that function in a compatible manner, eg, cellular phone with earphone, battery, radio and cameras.

product system1
Product System

Product Mix


Brand: A name, term, sign, symbol, or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from the competition.


Brand Levels

Attributes: A brand brings to mind certain attributes.

Benefits: Attributes must be translated in to functional & emotional benefits

Values: The brand say something about the product (Mercedes-Safety)


Brand Levels

Culture: It may represent a certain culture (Mercedes- German)

Personality: It project a certain personality

User: It suggests the kind of consumer who buys or use the product.

packaging labeling warranties and guarantees
Packaging, Labeling, Warranties and Guarantees

Packaging: is all activities of designing and producing the container for a product.

Primary Package

Secondary Package

Shipping Package

packaging labeling warranties and guarantees1
Packaging, Labeling, Warranties and Guarantees

Function: create convenience and promotional value, a styling weapon, attracting consumers.

Self-Service: providing info and attracting customers.

Consumer affluence: consumers’ willingness to pay more.

Company and brand image: instant recognition of the brand

packaging labeling warranties and guarantees2
Packaging, Labeling, Warranties and Guarantees

Innovation opportunity

Innovative packaging can bring large benefits to consumers and profits to producers.

Companies are incorporating unique materials and features such as resalable spouts and openings.

Fragrance bottle design and soft drinks.

packaging labeling warranties and guarantees3
Packaging, Labeling, Warranties and Guarantees

Package design

Establishing the packaging concept: deciding what should be or do for the package

Designing the package: size, shape, materials, color, text, brand mark

Packaging test: engineering tests, visual tests, dealer test and consumer test

packaging labeling warranties and guarantees4
Packaging, Labeling, Warranties and Guarantees


Sellers must label products. The label may be a simple tag attached to the product or an elaborately designed graphic that is part of the package. The label might carry only the brand name or a great deal of information.

Labels eventually become outmoded and need freshening up.

packaging labeling warranties and guarantees5
Packaging, Labeling, Warranties and Guarantees




Description, producer, instruction, expiry date,…

Promotion: through graphic or color on the label

packaging labeling warranties and guarantees6
Packaging, Labeling, Warranties and Guarantees


All sellers are legally responsible for fulfilling a buyer's normal or reasonable expectations.

Warranties are formal statements of expected product performance by the manufacturer.

packaging labeling warranties and guarantees7
Packaging, Labeling, Warranties and Guarantees


Products under warranty can be returned to the manufacturer or designated repair center for repair, replacement, or refund.

Warranties, whether expressed or implied, are legally enforceable.

packaging labeling warranties and guarantees8
Packaging, Labeling, Warranties and Guarantees


many sellers offer

Reduce the buyer’s perceived risks

Suggesting that the product is high quality and that the company and its service performance are dependable

packaging labeling warranties and guarantees9
Packaging, Labeling, Warranties and Guarantees


Effective when:

The company or the product is not well-known

The product’s quality is superior to the competition