1. TEAM 4 PRESENTING

2. MODULE - 4 3. PRODUCT PLANNING AND DEVLOPMENT 4. PRODUCT A product is any thing that can be offered to a market to satisfy a want or need. Products that are marketed include physicals goods [automobiles, books ], servies[haircuts,concerts],persons[Michael Jordan, barbar Streisand], places[Hawaii Venice],organizations [RBI,HAL,HLL,] and ideas[family planning, safe driving] The product is the important element in the market offerings , marketing mix, planning begins with formulating on offering to meet target customers needs or wants. The customers will judge the offering by three basic elements such as product features , quality and servies. 5. LEVELS OF PRODUCT

CORE BENEFIT

BASIC PRODUCT

EXPECTED PRODUCT

AUGMENTED PRODUCT

POTENTIAL PRODUCT

6. PRODUCT CONCEPT

MANAGERIAL DIMENSION

CONSUMER DIMENSION

SOCIETIAL DIMENSION

7. NEW PRODUCT DEVELOPMENT PROCESS

IDEA GENERATION

IDEA SCREENING

CONCEPT TESTING AND DEVELOPMENT

MARKET STRATEGY DEVELOPMENT

PRODUCT DEVELOPMENT

TEST MARKETING

COMMERCIALISATION

8. PRODUCT LIFE CYCLE Introduction Growth Stage Maturity Stage Saturation Stage Decline Stage Sales are In.. Profit is less Massive Ads and promotion activity Weakness many promptly removed Rising sales at increase rate Profit increase Continuous Ads & Sales promotion Company top priority is to increase sales volume 1 Rising sales at decreasing rate Reduce profit Competition through ads & sales promotion Companys priority is over all market effectiveness Stables sales volume Profit margin may fall Maintain market shares Price is primary weapon Stop production & diversity Stop giving ads and sales promotion Watch word of management Innovate or Die Product becomes obsolete 9. PRODUCT MIX Definition Width Length Depth Consistency A set of all products and items offers for sale by company in to market. Ex: TATA Oil, cosmetic, transport, tea, textiles A product mix refers to how many different products line the company carries. EX:P&Gs products hair care products, health care products etc. A product mix refers to total of items in the mix. A product mix refers to how many variants are offered of each product in the line. A product mix refers to how closely relate in various product line. 10. PRODUCT MIX STRATEGY Expansion P.M . Contraction P.M. Alteration P.M . Trading Up& Down Product Differentiation and Market segmentation Increase the number of product line Increase new product in a product line of co. Ex.: Raymonds Blazers, Ties, Shirts, etc. Eliminating an entire product line Eliminating a product from product line Ex.: Alwyn, Hero Honda Design (Qty, Quality and Composition) Usage Operation Purpose: To yield more profit and less risk then developing a completely new product Trading up adding higher price prestige product to lower product Increasing sales of lower product Trading Down: -Adding a lower product in higher price prestige capture every segment of market.

1productdifferentiation

Promoting awareness between one company to those of competition

market segmentation

Sellers recognize market is made up of many homogenous segment

Attempts to penetrate limited marketin depth

11.

A BRAND IS A NAME ,TERM,SIGN, SYMBOL,DESIGN OR A COMBINATION OF THEM INTENDED TO IDENTIFY THE GOODS & SERVICES OF ONE SELLER OR A GROUP OF SELLERS AND TO DIFFERENTIATE THEM FROM THOSE OF COMPETITORS.

BRAND 12. BRAND ATTRIBUTES BENIFITS VALUES CULTURE PERSONALITY USER 13. BRANDINGS MAIN TASK

Selecting brand name and logo

Differentiation through attribute with unique image

Positioning through targeting customers

Distribution and promotion

Keeping brand live and active

Brand proliferation through add more brand to a line.

14. TYPES OF BRANDS

INDIVIDUAL BRAND NAME

Each product of the companys given an independent brand name.

• EG: HLL INDIVIDUAL BRAND

• DOVE , LUX, PEARS

• SURF, WHEEL, RIN.

15.

FAMILY BRAND NAME

Different product of the company is marketed under one brand name. It is also called umbrella brand name.

Ex.: Amul milk power, bread, butter

16.

COMPANY INDIVIDUALNAME

When company name is tied up with individual brand name then it is termed as company individual name.

Ex.: Bajaj, BPL, Videocon

17.

MIDDLEMENS BRAND

Manufacturers leave their products for branding by the distributors/retailers

Ex.:Foodworld, stop-shoppers stop

18.

MULTI BRAND

A company will introduce additional brands in the same product category.

Eg: electrolux introduced refrigerator, kelvirator, white and gypsum for refrigerator product lines.

19. BRAND EXTENSION

A company may use its existing brand name to introduce new products in other categories.

Eg : Samsung

20. BRAND EXTENSION

TYPES

1.Extended to other items in same product line.

Ex. Sunrise coffee extended to Sunrisepremium and Sunrise Extra Coffee

2.Extended to items in a related product line.

Ex. Maggi Maggi Ketch up, Maggi Soup

3. Extended to items in an unrelated product line.

• Ex. Kingfisher, TATAs

21. PACKAGING

P ACKAGING HAS BEEN DEFINED AS THE GENERAL GROUP OF ACTIVITIES WHICH INVOLVES DESIGNING AND PRODUCING THE CONTAINEAR OR A RAPER FOR A PRODUCT

22. NEEDS & IMPORTANT

Protection from damages.

Prevention of evaporation.

Protection against spoilage.

Protection against leakage.

Protection of the quality of the product.

Convenience for the customers.

Economical.

Promotional role.

23. TYPES OF PACKAGING

CONSUMER PACKAGING

FAMILY PACKAGING

REUSE PACKING

MULTI PACKING

TETRA PACKS

24. LABILLING

ALABEL IS A SMALL SLIP PLACED ON THE PRODUCT TO DENOTE ITS NATURE CONTAINTS OWNERSHIP AND DESTINATION ETC .

25. TYPES OF LABELS

1] A brand label is simply the brand alone applied to the product or package. Some oranges stamped, and some clothes carry brand label.

2] A descriptive label gives objective information about the products use, construction, care, performance and other pertinent features. On a descriptive label for a can of corn, there will be statements concerning the type of corn, specification for product size, product code number, etc.

26.

3] A Grade label: Identifies the product judged quality with a letter, number or word and sometimes also graded A, B

4] Brand Labeling is an acceptable form of labeling but it does not give sufficient information to a buyer

27. QUERIES...????