product mix n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Product Mix PowerPoint Presentation
Download Presentation
Product Mix

Loading in 2 Seconds...

play fullscreen
1 / 12

Product Mix - PowerPoint PPT Presentation


  • 169 Views
  • Uploaded on

Product Mix. Chapter 7 Overview. Segmentation Not Proliferation. One Size Doesn’t Fit Anybody Very Well. Consumers buy benefits, and products that BEST address their SPECIFIC need will get purchased.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Product Mix' - ostinmannual


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
product mix

Product Mix

Chapter 7 Overview

one size doesn t fit anybody very well
One Size Doesn’t Fit Anybody Very Well
  • Consumers buy benefits, and products that BEST address their SPECIFIC need will get purchased.
  • Segmentation Analysis can help you determine where you need products to address consumer needs.
what it s not
What It’s Not
  • It’s not just line-extensions….(Dove Soap and Dove Shampoo).
  • It’s usually distinct, stand alone brands that address specific consumer needs.
slide5

Cleans, Whitens and Sanitizes

Dreft

Tide w/ Bleach

Everyday Dirt

Ground in dirt & Stains

Tide

All

Cheer

Cleans & Keeps Colors Vibrant

slide6

Generic Quality

High Priced

Low Priced

Premium Quality

product mix covers all the important bases
Product Mix Covers All the IMPORTANT Bases
  • It’s all about SALES. If the number of consumers that want a product to fulfill that need is significant, offer it.
  • Don’t be a flea on an elephant’s behind. (I.e. toothpaste for those with braces).
fighter brands
Fighter Brands
  • Protect the premium brands.
  • Are hard to detect as a consumer.
  • Are almost always found as “in-store specials”.
  • Work particularly well in “commodity” categories.
the phone wars
The Phone Wars
  • History
  • My crystal ball from 1997……

MCI / Worldcom: Bankrupt

Sprint: now mostly a wireless phone company.

AT&T: Still slugging away and losing money.

linked benefits
Linked Benefits
  • Great taste & low calories.
  • Clean, white teeth, fresh breath, tartar control, fights gum disease.
  • Clean, comfortable shave.
usage occasion
Usage Occasion
  • Can be an effective way of segmenting and creating a reason to own multiple versions of your product:
  • Chapstick
      • Regular
      • Healing w/ Vitamin E
      • Sunblock Protection
      • Flavored
      • Winter Protection