សាកលវិទ្យាល័យជាតិគ្រប់គ្រង

National University of Management

SETTING PRODUCT STRATEGY

Philip Kotler| Kevin Lane Keller

Presented By Lecturer Ung Veasna

Sonnara Visal / Sieng Kimhong February 2019
Srim Phirom / Muong PeouVorleak
TABLE OF CONTENTS
• Product Definition
• Packaging
• Product life-cycle
marketing strategy
PRODUCT DEFINITION
• Product is anything
that can be offered to a
market to satisfy a
want or need.
• Can be physical goods,
services, experiences,
events, persons,
places, information,
and ideas.
COMPONENTS OF MARKET OFFERING
Value-Based Price

Attractiveness
Of the
Market Offering

Product features Services mix

and quality and quality
PRODUCT LEVELS
Core Benefit End in mind of customer

Basic
How or Want to provide
Product
Expected
Customer expectations
Product
Augmented
Value add aside from expected
Product
Potential
Vision of what it can become
Product
PRODUCT CLASSIFICATION SCHEMES
Marketers classify products on the basis of:

• Durability
• Tangibility
• Nondurable goods
• Durable goods Nondurable goods
• Services
• Use
Services
• Consumer
• Industrial

Durable goods
PRODUCT DIFFERENTIATION
• Differentiates from the competition based
Price on pricing factor

• Size, shape or physical structure of the

Form product

• Product can be offered with varying

Features features that supplement the basic
function

• Marketers can differentiates product by

Customization customizing them for different users

• Level at which the product’s primary

Performance features operate
PRODUCT DIFFERENTIATION
• Ensuring that the product is of highest
Quality grade

Durability • Measure of the product’s operating life

• It is the measure of the probability that the

Reliability product will not malfunction or fail within
a given time period

• Measure of how easily a product can be

Repairability fixed

• Describes the products looks and feel to

Style the buyer
 SERVICE DIFFERENTIATION
• Refer to how easy it is for the customer to place an
Ordering Case order with the company

• Refer to how well the service is delivered to the

Delivery customer covering speed, accuracy and customer care

• Refer to the work done to make a product operational

Installation in its planned location

• Refer to how the customer’s employees are trained to

Customer Training use the equipment

• Refer to data, information systems and advices

Customer Consulting services that the seller offers to buyers

• Describes the service program for helping customers

Maintenance and Repair keep purchased products in good working orders
DESIGN DIFFERENTIATION
• Design is the totally of features that affect how a
product looks, fells, and functions in terms of
customer requirements.
Design to the Design to the
company customer
a well-designed
a well-designed product is a
product is easy to pleasant to look at
manufacture and and easy to open,
distribute. install, use, repair,
and dispose of
DESIGN DIFFERENTIATION
• Holistic marketers
recognize the
emotional power of
design and the
importance to
customers of how
things look and fell.
PACKAGING (FIFTH P)
• Packaging, sometimes
called the fifth P, is all Three layers
the activities of of packaging
designing and
producing the
container for a
product.

Primary Secondary Shipping

package package package
MARKETING TOOL
• Various factors contribute to the growing use of
packaging as a marketing tool:

Self-service • Ex:

Consumer
affluence • Ex:

Company/Brand
image • Ex:

Innovation
opportunity • Ex:
PACKAGING OBJECTIVES

Identifying the brand

Convey descriptive and persuasive

information

Packaging Facilitate product transportation and

objectives protection

Assist at-home storage

Aid product consumption

FUNCTIONS OF LABELS
• Functions of labels

Identifies

Grades

Describes

Promotes
WARRANTIES & GUARANTEES
• Warranties are formal • Guarantees - many
statements of expected sellers offer general or
product performance by specific guarantees.
the manufacturer. • General: “If you are not
• Products under warranty satisfied for any reason,
can be returned to the return for replacement,
manufacturer for repair, exchange, or refund.”
replacement, or refund. • Specific: guaranteeing a
• Warranties are legally particular service if a
enforceable. problem arises.
PRODUCT LIFE-CYCLE
Decline Developm
stage ent stages

Product
Life-Cycle
Maturity Introducti
stage on stage

Growth
stage
PRODUCT LIFE-CYCLE MARKETING
STRATEGIES
• Introduction
PRODUCT LIFE-CYCLE MARKETING
STRATEGIES
• Growth
PRODUCT LIFE-CYCLE MARKETING
STRATEGIES
• Maturity
PRODUCT LIFE-CYCLE MARKETING
STRATEGIES
• Decline
Thank You!