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
Examples of Product Level
Differentiation: process of adding a set of meaningful and valued differences to distinguish the company’s offering form competitor’s offering
Product Design Parameters
Product System: A group of diverse but related items that function in a compatible manner, eg, cellular phone with earphone, battery, radio and cameras.
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.
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)
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: is all activities of designing and producing the container for a product.
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
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.
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
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.
Description, producer, instruction, expiry date,…
Promotion: through graphic or color on the label
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.
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.
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
The company or the product is not well-known
The product’s quality is superior to the competition