Professional Documents
Culture Documents
MARKETING-2
PRODUCT DECISION
-MRINAL
GAUTAM
3rd sem
What is a product
.-anything that is capable of satisfying a need
or a want is a product.
Anything that can be offered to a market for
attention, acquisition, use or consumption
that might satisfy a need or a want. It includes
physical objects , services, persons, places,
organizations and ideas.
value-based prices
Product
features
& quality
Attractivenes
s of the
market
offering
Services
mix and
quality
Product levels
Potential product
Augmented product
Expected product
Basic product
Core
benefit
Product hierarchy
--Need family
--Product family
--Product class
--Product line
--Product type
--Item
Toothpast
e
Disposabl
e Bar
Soap
Diapers
Ivory
Snow
(1930)
Gleem
(1952)
Ivory
(1979)
Pampers Charmin
(1961)
(1928)
Crest
(1955)
Kirks
(1855)
Luvs
(1976)
PRODUCT Dreft
(1933)
LINE
LENGTH
Paper
Tissue
Puffs
(1960)
Tide
(1946)
Lava
(1893)
Banner
(1982)
Cheer
(1950)
Camay
(1926)
Summit
(1992)
Line stretching
Line-market stretch
Up-market stretch
Two way stretch
--Line Modernization
Featuring and pruning
Services
Services are economic activities offered one
Restaurants
Restaurants
Train
Advt. Agencies
Airlines
Teaching
Service Characteristics
INTANGIBILITY
Services cannot
be seen ,seen
tasted, felt,
heard, or smelled
before purchase
INSEPARABILITY
Services cannot
be separated
from their
providers
services
VARIABILITY
Quality of
services
depends on who
provides them
and when,
where, and how
PERISHIBALITY
Services cannot
be stored for later
sale or use
THANK YOU