Professional Documents
Culture Documents
Developing and
Pricing Products
BUSINESS
What Is a Product?
Features are the qualities, tangible and
intangible, that a company builds into its
products
Benefits are what the consumer derives
from the product: the want-satisfying value
Value package is a product marketed as a
bundle of value-adding attributes
Features?
Benefits?
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Types of Consumer
Products
Convenience Goods: Commonly available,
generally affordable, often prone to rapid
consumption and re-buy, in which case
these are referred to as Fast Moving
Consumer Goods (FMCGs)
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Types of Consumer
Products
Shopping Goods: A category of consumer
goods that are purchased after the buyer
has spent some time and effort comparing
the price, quality, style and other attributes
of the product in several stores Types of
Consumer Products
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Types of Consumer
Products
Specialty Goods: A category of consumer
goods for which the consumers have a
strong brand preference and are willing to
spend substantial time, effort and money for
acquiring the desired brand
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Types of Consumer
Products
Unsought Products: A category of products
about which the consumers are generally
not aware, or if they are aware, they would
rather not buy them unless otherwise
compelled
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Antiperspirants
&
Deodorants
Body Wash
& Soap
Ivory
Olay
Camay
Noxzema
Zest
Safeguard
Old Spice
Secret
Hair Care
Pantene
Herbal Essences
Infusium
Head &
Shoulders
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Product Ideas
Screening
Concept Testing
Business Analysis
Prototype Development
Product Testing and Test Marketing
Commercialization
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Introduction
Growth
Maturity
Decline
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Introduction
Customers: Few
Competition: Little or none
Sales: Low, but rising
Profits: None
Cost per unit: High
Pricing: High
Distribution : Scattered
Strategy: Product Awareness
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Growth
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Maturity
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Decline
Customers: Loyalists
Competition: Decreasing
Sales: Declining
Profits: Low or none
Cost per unit: Low
Pricing: Increasing
Distribution : Selective
Strategy: Exit
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In
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w
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G
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Maturit
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s
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Sa lum
Vo
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Time In Years
De
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Branding Products
Branding is the process of using symbols
to communicate the qualities of a product
made by a particular producer
Adding Value through Brand Equity
Brand equity is the degree of consumers loyalty
to and awareness of a brand and its resultant
market share
Brand awareness is the extent to which a brand
name comes to mind when the consumer
considers a particular product category
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What Is Pricing?
Process of determining
what a company will
receive in exchange for
its products
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Cost-Oriented Pricing
Cost-oriented pricing considers the
firms desire to make a profit and its
need to cover production costs
Markup is the amount added to an items
cost to sell it at a profit
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Breakeven Analysis
Breakeven analysis assesses costs
versus revenues for various sales volumes
Variable cost is a cost that changes with the
quantity of a product produced or sold
Fixed cost is a cost unaffected by the quantity
of a product produced or sold
Breakeven point is the sales volume at which
the sellers total revenue from sales equals total
costs with neither profit nor loss
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Breakeven Analysis
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Pricing Tactics
Price lining is setting a fixed price for
certain categories of products
Psychological pricing or Odd Pricing
takes advantage of the idea that consumers
tend to see prices in round figures
Uniform Pricing is when a diverse range of
goods are given the same price
Discount is a price reduction offered as an
incentive to purchase
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