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DECA PREP
Product Planning
Product Mix &Product Development
Chapter 3 Marketing, Glencoe
Why It’s Important?
• Product planning allows a business to make or sell products that are wanted by customers.
• Product planning also is used to design appropriate marketing programs that help create increased sales and profit opportunities.
Key Terms
• Product• Product planning• Product mix• Product line• Product width• Product depth
• Product modification• Product Life Cycle• Nontraditional
Product Life Cycle- fads, trends, niche & seasonal items
• Product Positioning
Product
• A product is anything a person receives in an exchange. A product can be a tangible item (car), a service (haircut), an idea (a good education)
Product Planning
• Product planning involves making decisions about those features that are needed to sell a business’s products, services, or ideas.
• These decisions relate to product features, such as packaging, labeling, and branding, as well as the services, such as product warranties, necessary to support the produce.
Product Mix
• Product mix includes all the different products that a company makes or sells.
• Stores need to offer a good selection of merchandise. Adding more products, though, may not result in increased sales in those products can take away from existing sales.
Product mix includes all the different products that a company makes or sells.
A company like Frito Lay is able to succeed while carrying a large product mix.
Product Mix
Product Items and Lines
• A product line is a group of closely related products manufactured and/or sold by a business.
• Examples include all the car models produced by the Saturn division of General Motors, , all the cereals produced by Kellogg’s, and all the computers produced by IBM.
What is my Target Market?
• Similar businesses often have different images and serve different market. Because of this, they also offer different product mixes.
• What is the primary target market for this store?
Product Mix The width and depth of product lines define
product mix. Width of the Gillette Product Mix
Blades and Razors Toiletries Writing Intruments Lighters
MACH 3 Series Paper Mate Cricket
Sensor Adom Flair S.T. Dupon
Trac II Toni
Atra Right Guard
Swivel Silkience
Double-Edge Soft and Dri
Lady Gillette Foamy
Super Speed Dry Look
Twin Injector Dry Idea
Techmatic Brush Plus
Depth of product
line
Product
Product Width &
Product Depth
• Product width refers to the number of different product lines a business manufactures or sells.
• A retailer that sells several brands of jeans such as Levi’s and Guess? is demonstrating product width.
• Product depth refers to the number of product items offered within each product line.
Product Mix Strategies
• A product mix strategy is the plan for how the business determines which products it will make or stock.
• Some businesses develop completely new products to add to their existing product lines. Others expand or modify their current product lines.
• To make these decisions, a business must take and objective look at sales as well as other factors such as current trends.
The Steps in New Product Development
• Developing new products involves several key steps.
1. Generating Ideas2. Screening Ideas…(etc)…5. Testing the product6. Introducing the product7. Evaluating customer acceptance…
Sustaining Product Sales
The Product Life CycleA product like cycle represents the stages that
a product goes thorough during its life.
• There are four(five) stages of the life cycle: introduction, growth, maturity, and decline(decision point).
• As each stage in the product life cycle is reached, marketers must adjust their product mix and their marketing strategies to ensure continued sales.
A Typical Product Life Cycle
Products tend to go through five stages:1. Introduction
2. Growth
3. Maturity
4. Decline
5. Decision Point
Note: New product development is very expensive ,no sales revenue, losses
A Typical Product Life Cycle
Introduction stage – cost high – sales volume low – no/little competition - competitive
manufacturers watch for acceptance/segment growth
– losses – demand has to be created – customers have to be prompted to try the
product
A Typical Product Life Cycle
Growth stage – costs reduced due to economies of scale – sales volume increases significantly – profitability – public awareness – competition begins to increase with a few new
players in establishing market – prices to maximize market share
A Typical Product Life Cycle
• Mature stage – costs are very low as you are well established in
market & no need for publicity. – sales volume peaks – increase in competitive offerings – prices tend to drop due to the proliferation of
competing products – brand differentiation, feature diversification, as each
player seeks to differentiate from competition with "how much product" is offered
– very profitable
A Typical Product Life Cycle
• Decline or Stability stage – costs become counter-optimal – sales volume decline or stabilize – prices, profitability diminish – profit becomes more a challenge of
production/distribution efficiency than increased sales
• Decision Point –Drop product?
Nontraditional Product Life Cycle
Some products do not align with those in the traditional product life cycle. • Fads
• Trends
• Niche Markets
• Seasonal Markets
Nontraditional Product Life Cycle
• A fad is a product, service or idea that is extremely popular for a very brief period of time, and then becomes unpopular just as quickly.
• Example -Pogs
• A niche is a small section of the market that a busines dominates. Because this market is so small, there is little competition.
• Example-Bakery that only sells glutten free items.
• A trend is a mass movement toward a style or value and can result in a number of products that take on a traditional product life cycle.
• Example- People want healthier foods
• For seasonal items the consumer demand changes with the time of year. Sales will peak in one season and decline at other times.These seasonal shifts do not align with those in the traditional product life cycle.
• Examples- Halloween costumes are not popular in December. Christmas trees and snow blowers are not popular in August.
Product Positioning • The goal of product positioning is to set
the product apart from the competition.• Product positioning refers to the efforts a business
makes to identify, place, and sell its products in the marketplace.
• It is an attempt to create an image of a product that appeals to customers.
• To position their products, businesses identify customers’ needs and determine how their product compares to the competition.
Product PositioningA number of strategies are used to position
products in the marketplace.
• Positioning by Price and Quality– Positioning by price and quality stresses high price as a symbol of quality or low price as an indication of value.
• Positioning by Features and Benefits – For example, Rockport shoes are positioned as comfortable shoes, whether dress or casual.
• Positioning in Relation to the CompetitionExample- Listerine made a mintier Listerine called Cool Mint to compete with Scope.
• Positioning in Relation to Other Products in a Line – Binney & Smith introduced washable crayons and positioned them as a specialty item in the company’s Crayola crayon line.
Prep Work• Go to Mr/ Devlin’s Prep Work folder and check if you have done the
assignments.• Review the handouts & materials distributed at the meetings• Try the comprehensive exam for your category and read the
comments in the solution. Use the internet to find meanings for terms that are new to you. Try www.quickMBA.com and other business sites. Ask your business teacher for a business text that you can borrow.
• Look at the performance indicators in your category. Go to www.deca.org/celisting.html Review & understand each indicator.
• Practice role plays with a friend or in the mirror.• BE PREPARED. BE CONFIDENT. BE ON TIME.• DRESS IN BUSINESS ATTIRE. Bring a pen & a folder for your
papers.• GOOD LUCK!!!!!!!!!!
