市场营销产品组合与产品策略

市场营销产品组合与产品策略营销策略组合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产品策略的主要内容1、品牌策略2、产品线策略3、包装策略12（一）品牌策略品牌是用以识别产品或企业的某种特定标志，通常以某种名称、记号、图案或其他识别符号所构成。品牌的性质：1、依附性；2、异化性；3、延伸性。131、品牌的概念产品品牌：一种产品的名称、符号、图案或相互结合，以便区别不同销售者的同类产品。产品商标：经过申请、有关部门审查并批准、受法律保护的品牌。14

品牌竞争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

品牌类型：1、无品牌；2、家族品牌；3、个别品牌；4、特许品牌；5、制造商品牌；6、中间商品牌。16

品牌经营策略：创品牌建立特定形象传品牌延续传统优势改品牌突出产品差异借品牌迅速打开市场172、品牌的含义

产品特征用户文化用户利益用户个性用户价值用户类别

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品牌的内涵品牌属性利益价值文化角色感个性193、品牌的作用对用户：

A、提高选购效率B、保证达到正常的满意度C、可靠评估产品质量D、满足身份方面的需要20对品牌拥有者：

A、方便重复购买B、节省促销费用C、培养忠诚的用户D、建立公司的形象E、获得高额利润F、简化新产品引入

G、品牌的无形资产214、品牌决策（1）是否使用品牌？

产品质量测量难易度产品与使用者形象关联度市场规模大小22（2）使用谁的品牌

制造商品牌经销商品牌特许品牌23（3）采用何种品牌名称？个别品牌分类品牌家族品牌统一品牌24

（4）采用什么品牌策略

扩充产品线扩展品牌增加新品牌采用多品牌25（5）是否要重新定位品牌？

竞争环境发生变化目标市场行为变化重新定位的成本重新定位的利益26（二）产品组合产品组合矩阵产品线A产品线B产品线C产品项目(深度）A1A2A3B1B2B3B4B5C1C2（广度）27产品组合是企业生产和经营的全部产品的结构，是产品花色品种的配备，包括产品线和产品项目。产品组合：企业提供给用户的所有类别和品种的产品,由产品线和产品项目组成。28产品线是指企业所经营的核心内容相同的一组密切相关的产品；产品线:紧密相连的一组产品，通常称为产品大类。29产品项目是产品线中一个明确的产品单位产品项目:产品线中不同品种、规格、质量和价格的特定产品30ProductMixProductMixisthenumberofproductlinesofferedbyacompany.Canbecharacterizedby:Breadth:thenumberofdifferentproductlinesDepth:theassortmentofdifferentproduct(orproductitems)withinaproductline(e.g.,differentsizes,colorsandflavorsofaproductitem)Length:Thetotalnumberofitemsproducedandsold.31Example:ProductMixofHeinz

(someproducts)BakedBeansCondimentsTunaPetFoodsBakedBeanswithHamSauceHeinzOrganicKetchupStarKist9livesBakedBeanswithVegetarianSauceHeinzKetchupGreenseasSkippyJohnWestPupPeroniBreadthDepthforthisproductitem=Numberofvariationsforthisproductitem(e.g.,differentsizes)32

产品组合的关联性生产关联性组合；消费关联性组合；非关联性组合（多角化经营）。33产品线策略

50%40%30%20%10%0产品项目对产品线整体销售额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）产品包装策略

1、包装的作用2、包装设计的原则401、包装的作用差别化保护产品便于运输储存便于产品使用美化促销产品增加价值412、包装设计的原则新颖且符合用户习惯与商品价值匹配显示商品的特点运输储藏使用安全方便增加信任感适当的成本42三、产品生命周期产品从进入市场到退出市场的周期性变化过程。经历导入期、成长期、成熟期和衰退期等发展时期。

431、产品生命周期的概念一种新产品从投入市场直到被市场淘汰的整个过程。这个过程可分为四个阶段：投入期、成长期、成熟期和衰退期442、产品生命周期各阶段特点

特征投入期成长期成熟期衰退期销售低剧增最大衰退成本高一般低低利润亏本增长高下降顾客求新者早期从众者拖后者接受者竞争很少增加稳中下降有降

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产品生命周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

产品生命周期各阶段基本策略：导入期——突出一个“快”字；成长期——强调一个“好”字；成熟期——抓住一个“优”字；衰退期——明确一个“转”字。47I.ProductLifeCycle(PLC)describestheadvancementofproductsthroughidentifiablestagesoftheirsaleshistoryisausefulconceptforplanningandcontrolFourstages:IntroductionGrowthMaturityDecline48TimeIntroductionGrowthMaturityDeclineIndustrySales49BasicPremises: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-TradinguporTradingdown63

1、新产品分类全新产品改进产品增补产品仿制产品四、新产品开发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科研机构中间商管理人员销售人员竞争对手构思技巧需求分析产品分析品质排列会商思维672、新产品开发的原则（1）、市场需求（2）、自身能力（3）、有效方式（4）、不断创新（5）、发展动向（6）风险与重要性68新产品决策应考虑