MARKETING MANAGEMENT

Chapter 7
PRODUCT DECISIONS

Chapter 7 Product Decisions

Levels of Product

Himalaya Publishing House

Marketing Management Dr. K. Karunakaran

Chapter 7 Product Decisions

Example of Product Levels: Mobile handsets

1. Core benefit: 2. Basic product:

3. Expected product:
4. Augmented product: 5. Potential product:

Communication Features and design small size, sliding, flip open, etc. Quality level excellent quality Brand name Nokia, LG, Sony, Samsung Packaging attractive outer package Looks good, light weight, easy to operate, battery durable with long standby time, colour display, polyphonic ring tones. With FM Radio, MP3 player, camera, voice dialling, etc. With Internet, e-mail, camcorder for videos, TV channels, Global Positioning System (GPS)
Marketing Management Dr. K. Karunakaran

Himalaya Publishing House

Chapter 7 Product Decisions

Consumer Products

Himalaya Publishing House

Marketing Management Dr. K. Karunakaran

Chapter 7 Product Decisions

Industrial Products

Materials and Parts Capital Items Supplies

Himalaya Publishing House

Marketing Management Dr. K. Karunakaran

Chapter 7 Product Decisions

Product Decisions
1. Individual product decisions 2. Product line decisions 3. Product mix decisions

Himalaya Publishing House

Marketing Management Dr. K. Karunakaran

Chapter 7 Product Decisions

Packaging Acts as a Silent Salesman

Himalaya Publishing House

Marketing Management Dr. K. Karunakaran

Chapter 7 Product Decisions

Managing Brand Equity

Himalaya Publishing House

Marketing Management Dr. K. Karunakaran

Chapter 7 Product Decisions

Brand Strategy Decisions

1. Brand Positioning Attributes Benefits Beliefs and values Selection Protection Manufacturers brand Private brand Licensing Co-branding Line extensions Brand extensions Multibrands New brands
Marketing Management Dr. K. Karunakaran

2. Brand name selection

3. Brand sponsorship

4. Brand development

Himalaya Publishing House

Chapter 7 Product Decisions

Example of co-branding

Himalaya Publishing House

Marketing Management Dr. K. Karunakaran

Chapter 7 Product Decisions

Multi Brands

Himalaya Publishing House

Marketing Management Dr. K. Karunakaran