产品策略与产品生命周期

ManagingProductschapterweek7Product91营销策略组合4Ps:

基本特征：整体性、复合型、灵活性、主动性。产品策略Productstrategy定价策略Pricingstrategy分销策略Placingstrategy促销策略Promotionstrategy2从“4P”到“4C”

Product产品Pricing定价Placing分销Promotioning促销Customer顾客Cost成本Convinience便利Communication沟通34产品的概念产品策略产品生命周期新产品5一、产品整体观念产品是能满足一定的消费需求并能通过交换实现其价值的物品和服务。产品整体概念（三层次论）产品效用质量特色品牌包装式样运送安装信用维修保证产品核心产品形态产品附加利益6

产品整体概念（五层次论）

核心利益基本产品期望产品扩展产品潜在产品7产品的定义

产品就是购买者通过采购/拥有或消费而得到物质上/心理上或社会上满足的任何东西8Definitionof“Product”Product: “Anidea,physicalgood,serviceorsomecombinationofthesethreethatisanelementofexchangetosatisfyindividualorbusinessobjectives.”9Typesof“Product”Goods-physical,tangiblegoodsServices-non-physical,intangibleproducts(donotresultinownershipofanything)Persons-e.g.,Celebrities,CEOS,high-profilelawyersandbankersPlaces-e.g.,Countries,Cities(Sydney),SkiResorts:competingfortourists,foreigninvestment,newresidentsEvents-lastforshortperiods(e.g.,exhibitions)10Ideas-e.g.,““TrafficPolice'sAntiDrink-DriveCampaign””Organizations––e.g.,InstitutionsofHigherEducationExperiences––e.g.,DisneylandAdventureProperties––RealestateorFinancialProperties(e.g.,shares)Information––e.g.,marketresearchCombinationsoftheabove11产品品策策略略的的主主要要内内容容1、、品品牌牌策策略略2、、产产品品线线策策略略3、、包包装装策策略略12（一一））品品牌牌策策略略品牌牌是是用用以以识识别别产产品品或或企企业业的的某某种种特特定定标标志志，，通通常常以以某某种种名名称称、、记记号号、、图图案案或或其其他他识识别别符符号号所所构构成成。。品牌牌的的性性质质：：1、、依依附附性性；；2、、异异化化性性；；3、、延延伸伸性性。。131、、品品牌牌的的概概念念产品品品品牌牌：：一种种产产品品的的名名称称、、符符号号、、图图案或或相相互互结结合合，，以以便便区区别别不不同同销销售售者者的的同同类类产品品。。产品品商商标标：：经过过申申请请、、有有关关部部门门审审查查并并批准准、、受受法法律律保保护护的的品品牌牌。。14品牌牌竞竞争争力力竞争力市场表现最强次强较强一般最差品牌忠实品牌偏好品牌接受品牌认知品牌无知15品牌牌类类型型：：1、、无无品品牌牌；2、、家族族品品牌牌；；3、、个个别别品品牌牌；；4、、特特许许品品牌牌；；5、、制制造造商商品品牌牌；；6、、中中间间商商品品牌牌。。16品牌牌经经营营策策略略：：创品品牌牌建建立立特特定定形形象象传品品牌牌延延续续传传统统优优势势改品品牌牌突突出出产产品品差差异异借品品牌牌迅迅速速打打开开市市场场172、、品品牌牌的的含含义义产品品特特征征用用户户文文化化用户户利利益益用用户户个个性性用户户价价值值用用户户类类别别18品牌牌的的内内涵涵品牌牌属性性利益益价值值文化化角色色感感个性性193、、品品牌牌的的作作用用对用用户户：：A、、提提高高选选购购效效率率B、、保保证证达达到到正正常常的的满满意意度度C、、可可靠靠评评估估产产品品质质量量D、满足足身份方方面的需需要20对品牌拥拥有者：A、方便重复复购买B、节省省促销费费用C、培养养忠诚的的用户D、建立立公司的的形象E、获得高额额利润F、简化化新产品品引入G、品牌牌的无形形资产214、品牌牌决策（1）是是否使用用品牌？？产品质量量测量难难易度产品与使使用者形形象关联联度市场规模模大小22（2）使使用谁的的品牌制造商品品牌经销商品品牌特许品牌牌23（3）采采用何种种品牌名名称？个别品牌牌分类品牌牌家族品牌牌统一品牌牌24（4）采采用什么么品牌策策略扩充产品品线扩展品牌牌增加新品品牌采用多品品牌25（5）是是否要重重新定位位品牌？？竞争环境境发生变变化目标市场场行为变变化重新定位位的成本本重新定位位的利益益26（二）产产品组合合产品组合合矩阵产品线A产品线B产品线C产品项目目(深深度）A1A2A3B1B2B3B4B5C1C2（广度））27产品组合合是企业业生产和和经营的的全部产产品的结结构，是是产品花花色品种种的配备备，包括括产品线线和产品品项目。产品组合合：企业提供供给用户户的所有有类别和和品种的的产品,由产品品线和产产品项目目组成。。28产品线是是指企业业所经营营的核心心内容相相同的一一组密切切相关的的产品；；产品线:紧密相连连的一组组产品，，通常称称为产品大类。29产品项目目是产品品线中一一个明确确的产品品单位产品项目目:产品线中中不同品品种、规规格、质质量和价价格的特特定产品品30ProductMixProductMixisthenumberofproductlinesofferedbyacompany.Canbecharacterizedby:Breadth:thenumberofdifferentproductlinesDepth:theassortmentofdifferentproduct(orproductitems)withinaproductline(e.g.,differentsizes,colorsandflavorsofaproductitem)Length:Thetotalnumberofitemsproducedandsold.31Example:ProductMixofHeinz(someproducts)BakedBeansCondimentsTunaPetFoodsBakedBeanswithHamSauceHeinzOrganicKetchupStarKist9livesBakedBeanswithVegetarianSauceHeinzKetchupGreenseasSkippyJohnWestPupPeroniBreadthDepthforthisproductitem=Numberofvariationsforthisproductitem(e.g.,differentsizes)32产品组合的关关联性生产关联性组组合；消费关联性组组合；非关联性组合合（多角化经经营）。33产品线策略50%40%30%20%10%0产品项目对产产品线整体销售额和和利润的贡献产品线分析34产品线分析高中低质量低中高价格产品线定位分析AABBBCC35产品线扩展决决策高低质量低高价格现有产品现有产品现有产品36ProductLineAProductLineisagroupofproductsthatarecloselyrelatedbecausetheysatisfyaclassofneeds,areusedtogether,aresoldtothesamecustomergroup,aredistributedthroughthesametypeofoutlets,orfallwithinagivenpricerange.ExamplesHairCare:Shampoo,Conditioner,Gel,HairsprayDesktopComputers:Monitor,CPU,Keyboard37Note-HownarroworwideacompanyseesitsproductlinedependsonthenumberofproductsithasExample:CompareProcter&Gamble(P&G)withacompanythatsellsonlyhaircareproducts.ToP&G,allitshaircareproductsareinONEproductlinewhereastothecompanythatspecializesinhaircareproducts,eachhaircareitem(shampoo&conditioner,haircreams,gels,spraysetc.)maybeconsideredaproductline,resultinginseveralproductlines38WithintheProductLine,thereareProductItems.AProductitemisthespecificproductasnotedbyauniquebrand,sizeorpricethatiswithineachproductline.Itisoftencalledastockkeepingunit(SKU)orstockcode.Examples:(a)Beverages:3-in-1coffee,15gx25packets(SKU1)3-in-1coffee,15gx50packets(SKU2)(b)Shoes:Style#1,Size#8,Color#1(SKU1)Style#1,Size#8,Color#5(SKU2)39（三）产品包包装策略1、包装的作作用2、包装设计计的原则401、包装的作作用差别化保护产品便于运输储存存便于产品使用用美化促销产品品增加价值412、包装设计计的原则新颖且符合用用户习惯与商品价值匹匹配显示商品的特特点运输储藏使用用安全方便增加信任感适当的成本42三、产品生命命周期产品从进入市市场到退出市市场的周期性性变化过程。。经历导入期期、成长期、、成熟期和衰衰退期等发展展时期。431、产品生命命周期的概念念一种新产品从从投入市场直直到被市场淘汰的整个个过程。这个过程可分分为四个阶段段：投入期、成长长期、成熟期期和衰退期442、产品生命命周期各阶段段特点特征投投入期期成成长期成成熟熟期衰衰退期销售低低剧剧增最最大衰衰退成本高高一一般低低低低利润亏亏本增增长高高下下降顾客求求新者者早早期从从众众者拖拖后者接受者竞争很很少增增加稳稳中中下下降有降45产品生命周期期曲线销售与利润导入期销售曲线利润曲线成长期成熟期衰退期46产品生命周期期各阶段基本本策略：导入期———突出一个个“快”字；；成长期———强调一个个“好”字；；成熟期———抓住一个个“优”字；；衰退期———明确一个个“转”字。。47I.ProductLifeCycle(PLC)describestheadvancementofproductsthroughidentifiablestagesoftheirsaleshistoryisausefulconceptforplanningandcontrolFourstages:IntroductionGrowthMaturityDecline48TimeIntroductionGrowthMaturityDeclineIndustry

Sales49BasicPremises:productshavealimitedlifeproductsalespassthroughdistinctstages,eachwithdifferentmarketingimplicationsprofitsriseandfallatdifferentstagesinthelifecycleproductsrequiredifferentmarketing,financial,manufacturing,purchasing,personnelstrategiesineachstageoftheirlifecycle50InvestmentTimeConceptionandproductdevelopmentIntroductionGrowthMaturityDeclineSalescurveProfitcurve51FIGURE11-1HowstagesofthePLCrelatetoafirm’smarketingobjectivesandmarketingmixactionsII.PLCStages&Characteristics52IntroductionGrowthMaturityDeclineObjectiveCreate&Gainconsumerawareness,Stimulatetrial,StimulatepurchaseStressDifferentiationMaintainBrandLoyalty-consumersstillconsiderbrandinassortmentHarvest(retainsproductbutreducesmarketingsupport),Delete(dropstheproduct)SalesStartoutslowlybutbegintoclimbClimbmorerapidlyIncreaseataslowerratebutwilleventuallydeclineDeclineMarketingCostsHightostimulateprimarydemand(desireforproductclass)MostlyspentoneducatingTargetMarketsStillhigh-tostimulateselectivedemand,communicatepositionofbrandversuscompetitors’productsCompetitionforcespricestofallbutfirmstillneedstomaintainvisibilityinmarket(highcosts)ReduceandconsolidatespendingProductionAsforecasted,MakeadjustmentsafterlaunchIncreaseIncrease#SKUDecreaseCompetitionLittleIncreasing-forcesproductimprovementFierce,ManyChanging,ReducedProfitsMinimal/LossesIncreaseSlowIncrease,thenDecreaseLow53III.StrategiesAcrossthePLCIntroductionStimulatePrimaryDemandinformation-basedadvertisingsalespromotiontostimulatetrialpromotetoretailtradepromotetopeoplewholiketotrynewthingsIntroduceproductatlow(penetrationpricing)vs.highprices(skimmingstrategy)54GrowthIncreasedistributionShifttowardbrandpreferenceadvertisingImprovequality;addfeatures,servicesEnternewsegmentsMaylowerpricestoattractpricesensitivebuyersSecurestrongmarketposition55MaturityDiversifybrandsPricetomatchcompetitionIncreasedistributionintensityEmphasizebrandadvantagesandbenefitsIncreasesalespromotionstoencourageswitchingExtendlifecyclewhenreasonable56DeclinePhaseoutweakitemsReduceadvertisingCutprices,heavydealingPhaseoutunprofitabledistributionoutletsMaintain,harvestordropproduct57IV.PLCCautionsCanbecome““self-fulfilling”prophecyShouldnothastendecline-maybeabletoprolongacertainstageShouldbeviewedasdependentvariable-notforpredictingbehavioroftheproductIncreasingcompetitionleadstoshorterPLCs58Lengths&ShapesLongertimeframe,LongerStagesDurablessuchasrefrigerator,stoveHighlearningproducts-longerintroductorystageShortertimeframeLowlearningproducts-shorterintroductorystagestyles-uniqueformofexpressionfashion-currentlyacceptedstyleFads-fashionsthatcomeandgoquicklyProductClass&ProductFormV.OtherdimensionsofPLC59CharacteristicsofConsumersThecyclealsodependsonconsumers’’propensitytoaccepttheproductConceptofDiffusionofInnovation-thewaytheproductisdiffusedthroughthepopulationConsumerscanbedividedintooneoffivetypesofproductadopters60FIGURE11-5Fivecategoriesandprofilesofproductadopters61RoleofaProductManagerorBrandManager-manageaparticularbrandoraproductmixModifyingtheProductAlteringaproduct’scharacteristic,e.g.,quality,performance,appearanceetc.e.g.,improvedformulaforshampooVI.ManagingthePLC62ModifyingtheMarketFindingnewusersIncreasingproduct’suseamongexistingcustomersFindingnewusesforanexistingproductRepositioningtheProducttobolstersalesReactingtoaCompetitor’sPositionReachingaNewMarketCatchingaRisingTrendChangingtheValueOffered-TradinguporTradingdown631、新产品分分类全新产品改进产品增补产品仿制产品四、新产品开开发64Whatexactlyare“New”Products?NewnessComparedwithExistingProducts,e.g.,functionalityisdifferent,qualityisdifferentNewnessfromCompany’’sPerspectiveJustextendingexistingproducts(differentflavors,modifyingexistingproductstoserveanothermarket,new&improvedformulaforshampoo)Significantleapininnovationortechnology(Samsungfromhouseholdappliancestotelecommunications,electronics,digitalspecialists)Trulyinnovative,revolutionarynewproductsNewnessfromConsumer’sPerspective65Consumptioneffectsdefinenewness66新产品构思构思来源顾客