5 Product Levels Product What is the

Anything offered to market

Core benefit
Basic product
Expected product
Augmented product
Potential product
Fifth P?
To satisfy a want or need Packaging might have up to 3
Goods, Services,Experiences, layers.
Events,Persons, Places, Organizations, 1. Primary Package
Ideal 2. Secondary Package
Factors contributing to 3. Shipping Package
Most important element of Marketing Mix
the Emphasis on
Packaging

Self - service
Packaging Functions of
Product and Services Consumer Objectives Labels
Differentiation Market Offering

Identify the
brand
Company/ brand image

Identifies: product and
Services Differentiation

Innovation opportunity
Convey descriptive and brand
Products are differentiated
Ordering ease The customer will judge the persuasive/credible information Grades: Oil like pure or
on the basis of:
Delivery offering by three basic Facilitate product Veg/ Non Veg
Form
Installation elements: transportation and protection Describes: Who, When
Features Product features and quality
Customer training Assist at-home storage made it
Customization Services mix and quality
Customer consulting Aid product consumption Promote: bright graphics
Performance quality Price
Maintenance and repair
Conformance quality
Returns
Durability
Reliability Setting Product
Reliability
Repairability
The Product Stragegy
Style Hierarchy

State life Categories of
Term life insurrance Product-Mix What is Service ? Service Mix
Pricing

Life insurrance Pure tangible good

Product - line pricing Good with accompanying
Financial instrument Service Sectors:
Optional - feature pricing services
Saving & Income Captive - product pricing Government
Two - part pricing Private nonprofit Hybrid
Security By - product pricing Business Service with
Product - bundling pricing Manufacturing accompanying goods
Retail Pure service
Product Line
Product Systems
Analysis Service
and Mixes Design
Sales and Profit
Market Profile
system Distinctive Distinctions
Product
Every company's Product line manager must
Product mix Design is the totality of Characteristics

Equipment-based or
portfolio contain review how the li eis
product with different positioned against Depth of product mix features that affect product people-based •Service
margin. competitors Length look, feels and functions to Intangibility processes
Every company’s product Width customers. Design offers Client's presence required
Supermarket make Inseparability
line cover certain part of
almost no margin on total possible range.
Consistency functional and aesthetic Variability or not
bread and milk but 1. Down- market stretch benefits and appeals to the Perishability Personal needs or
better margin on flower. 2. Up- market stretch rational and emotional sides
business needs
3. Two - way stretch Objectives and ownership