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PRODUCT POLICY

PRODUCT POLICY. PRODUCT QUALITY SORTIMENT PACKING DESIGN NAME, BRAND, LOGO CUSTOMER SERVICES. PRODUCT. can be anything that has the capacity to satisfy customer needs ,

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PRODUCT POLICY

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  1. PRODUCT POLICY

  2. PRODUCT • QUALITY • SORTIMENT • PACKING • DESIGN • NAME, BRAND, LOGO • CUSTOMER SERVICES

  3. PRODUCT • canbeanythingthat has thecapacity to satisfycustomerneeds, • it´sanything, whatisoffered on themarket, whatcanreceiveconsumer´sattention, whatcanbeused to consumption, • productpresentsitscompanyexternally,

  4. Componentsofproductcore • purpose and platformofproduct • design and itselements • functionalelements • respectoflaw and technicalregulations

  5. Componentsofpacking • brand and logo • preis, quality, packing and style • respectoflaw and technicalregulations

  6. Componentsofnextservices • service and reparations • instalation and instructions • delivery • guarantee and serviceparts • respectoflaw and technicalregulations

  7. Theproductlifecycle • ausefultoolforconceptualizingthechangesthatmaytakeplaceduringthetimethat a productis on themarketiscalledtheproductlifecycle (PLC) • PLC emphasizesthefactthatnothinglastsforever, thereisdangerthatmanagementmayfall in love withcertainproducts, as in thecaseof a companythatwasfounded on thesuccessof a particularproduct • the PLC underlinesthefactthatcompanieshave to acceptthatproductsneedtobeterminated and new productsdevelopedtereplacethem.

  8. Marketing objectives and strategies over theproductlifecycle

  9. Qualityofproduct MAIN TRENDS: • Health+wellness: • nutritionvalueofproduct and standardsofquality • functionalityofproduct • foods FOOD PLUS and FOOD MINUS • naturalproducts • bioproducts • quality in therelationships to valuae in higherpreis or in lowprice

  10. Comfort, • semi-finishedproduct or fastfoods • „fast“ soft drinks (dry) • readyfoods and refreshment • Pleasure • actuality od production • enslosures to product • new shoppingplaces • event marketing • „hobby“ products (foodforanimals) • Fitness • energy soft drinks and energyfoods • forming and keepingof body • Originality and uniqueness • quality in therelationship to etnicalgroup • traditionofproducer, ofproduct and ofregion • globalizationof taste

  11. StyleDesignofproduct • style and designintroducethenextways, whichcanincreasethevalueofproduct, especiallyforconsumer • DESIGN iswiredwithmainfuctionsofproduct • STYLE iswiredwithvisageofproduct: on oneside- theproducttakes a stand or on thesecondsideitisn´tinterestingfoyou , theperfectstylecanmotiveyourattention • style and designcanreceiveyourattention, improveeffectivenessoftheproduct, decreasetheproductioncosts or canofferthestrongcompetitiveadvantage on themarket.

  12. PACKING • presentationofdesign and productionofmaterialforeachproduct • 3 levelsofpacking: • ownpacking (tube, whereistooth paste) • secondarypacking, whichisdestroyedbeforeusingofproduct(box, in whichwastooth paste) • transportationpacking, whichisimportatntforlocalization, identification by thetrasport (cardboard box or foil, whichcontainsboxeswithtubsoftooth paste)

  13. Consumerservices • competitiveadvantages • thecompanyshouldprojectforitsproducttheservices, in caseof to satisfactionofneeds and wishesofpotentionalcustomers • to achieve a profit • planningofproject • servicesforchildren •  transport services • orderofsewing • installationservices • financialservices • qualityguarantee • electronicgift´scards • freeparking • optionofproductreturning •  non stop phoneservicenumber • discount • reclaiming • fastsolutionofcustomer´sreqruitments • actuellinformations on the web sides

  14. BRAND • canbedescribed by name, symbol, markt, logo... • to mainfunctionsofbrandbelong: anidentificationofproducts or servicesanalso a difference – diferentiationwithcompetitivefirms Benefitsofbrands: • Companyvalue: canbegratlyenhanced by thepossessionofstrongbrands • Consumerpreference and loyalty: strongbrandnamescanhavepositiveeffects on consumerperceptions and preferences, becomecultbrands:consumersbecomepassionateaboutbrand and levelsofloyalty, thestrengthofbrandloyaltycanbeseenwhencompaniestry to changebrands • Barrier to competition:theimpactofthestrong, positiveperceptionsheld by consumersabout top brandsmeansitisdiffucultfornexbrands to compete, ifthe new brandperformswell on blind taste tests, thismaybeinsufficient to knockthemarketleaderoffthe top spot. • Highprofits: associatedwithpremium proces, thisisbecausetheirsuperiorbrandequitymeansthatconsumerereceiveaddedvalue over theirlesspowerfulrivals • Base forbrandextensions: a strongbrandprovidesafoundationforleveragingpositiveperceptions and goodwillfromthecorebrand to brandextensions, the new brandbenefitsfromtheaddedvaluethatthebrandequityforthecorebrandbestows on theextension

  15. Buildingbrands • Familybrandname: isusedforallproducts-forwillattached to thefamilybrandnamebenefitsallbrands, and theuseofthename in advertisinghelpsname, the risk isthatifoneofthebrandsreceiveunfavourable publicity or isunsuccesfulthereparationofthewholerangeofbrandscanbetarnished (CadburycreatedtheumbrellabrandofCadburylandforitsrangeofchildren´schocolateconfectionery, Sony has createdPlaystationforitsrangeof video game consoles) • Individualbrandname: doesnotidentify a brandwithaparticularcompany (ProtectGambledoesnotuseitscompanyname on itsbrands-Ariel, Daz, Pampers) oneexampleisthedecisionoftheLevi´sTailoredClassics- despite marketing researchinformation, whichshowedthattargetcustomersassociatedthenameLevi´swithcasualclothes

  16. Valueofbrand • a brandiscreated by meansoftheaugmentationof a coreproduct to addbrandvalues • brandbuildinginvolves a deepunderstandingofboththefunctional and emotionalvaluesthatcustomersusewhenchoosingbetweenbrandsandtheability (schopnosť) to combinethem in a uniqueway to createanaugmented(rozšírený) productthatcustomerswillprefer • itdepends on loyaltyofcustomers, knowingofbrand, quality • itisinfluenced by protectofproducts, which are marked, than by position in distribution and industrynetworks • thehigervalueofbrandprovide to comapny a lotofcompetitiveadvantages • nameofbrandintroducescredibility(dôveryhodnosť)

  17. Global Most Valuable Brands

  18. Advantages of globalbranding • facilitates world-wide advertising and promotion • easier administration • economies of scale in production and promotion Disadvantages of global branding • a single brand identity might not work for every country • product might fill different niches in different countries • lack of flexibility • opportunities to sell at different prices in different markets might be lost

  19. countereit • itisproducts, which are usedwithoutautororization and withouttrademark • itis patent invention or author´srights, which are protected in the country, where are theseproductssold Kindofmarkpiracy: • directlypiracy: falseproductisoffered in theoriginformwiththesamebrandasoriginal • theftofproductand itscopy (decreaseofcompany profit) • imitation: modificationofproduct and brand, thatisitverysimilarthanorigin-of-brand

  20. Never buy imitations because quality could never be imitated!!!!

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