MARKETING

MANAGEMENT

Dr. Sushil S. Chaurasia

Assistant Professor-Marketing Area
Product Policy Decisions
Product Line Depth Considerations

Impact of Positioning on cannibalization and profit :

https://s3.amazonaws.com/he-assets-prod/interactives/123_altius_golf_ball/Launch.html
PRODUCT ITEM DESIGN:MARKETING STRATEGY FORMULATION PROCESS

PRODUCT STRUCTURE
 Rogers’s Five Key Innovation Attributes for Characteristics of
Winning Products
Source: Adapted with the permission of Simon & Schuster Publishing Group, a division of Simon & Schuster, Inc., from The Free Press edition of Diffusion of Innovations, Fifth Edition, by Everett M. Rogers.

Product Bundling: https://s3.amazonaws.com/he-assets-prod/interactives/122_bundling/Launch.html

Cashing in on Category Creation:
New-Product Development Process

Harvard Business School, “Colgate Max Fresh: Global Brand Roll-Out,” HBS No. 508-009, by
John A. Quelch and Jacquie Labatt-Randle.
 Hierarchy-of-Effects Model

The Stage-Gate Model

• Source: Product Development Institute, Inc., “Stage-Gate®—Your Roadmap for New Product Development,” http://www.prod-dev.com/stage-gate.php

THE FEEDBACK LOOP:

https://www.kaltura.com/index.php/extwidget/preview/partner_id/506471/uiconf_id/9952721/entry_id/1_ridm4v6e/embed/auto?&flashvars[streamerType]=auto
Typical Sales and Profit Path