《Product》-精选课件(公开).pptVIP

Products Dr. Christopher M. Miller Product Definitions A “product” is the sum of the physical, psychological and sociological satisfactions that the buyer derives from purchase, ownership, and use. A “product” is a bundle of need satisfactions and dissatisfactions. A “product” should contain a core benefit proposition that can be clearly communicated to the targeted segment. Revitalization of Existing Products Reasons: Irrelevance, dusty image, “I know of it, but it’s not for people like me.” Sales stagnation. Usually due to poor management of the brand. Can be due to unexpected liabilities, sinking markets, etc. Methods of Revitalization Increase market share - Competitive response, expense. Increasing usage - Frequency of use, levels of use. Finding new uses - Application/consumption areas. Obsolescence/Augmentation- Attributes, packaging, services. Repositioning - Changing associations, adding associations. Brand Extensions - Line extensions versus new categories. Entering new markets - Geographic expansion within existing category. Product Strategies to Increase Sales Customers Existing New Existing Products New Line Extensions Changing selected attributes with family brand name. Unique selling proposition versus “smoke and mirrors”. Leveraging brand equity - awareness, associations, expectations. Reduces risk of new product failure. Increases risk to brand equity. Targeting new segment within product class. Segment separability and cannibalization. Consumer promotion cannibalism/synergy. Sales/Trade support cannibalism/synergy. Accounting systems. Full Vs. incremental cost methods. Category management. New Categories “Entirely new” product with family brand name. Market permission to extend brand name to new category. Leveraging brand equity - awareness, associations, expectations. Reduces risk of new product failure. Significantly increases risk to brand equity. Ta