MKTG3306 Week 3, SE2

11/08/23

Lecture 3: Product and Brand Strategies

Today’s agenda:

 Product positioning and extension decisions

 The three product levels
 Value propositions

What is a product?
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Product positioning:

What are the two main ways of creating sustainable competitive advantage
through product positioning?

1. _______________________________________________________________
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2. _______________________________________________________________
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MKTG3306 Week 3, SE2
11/08/23

Some products differentiate themselves by offering many product variations,

i.e., long product lines.

Can you think of an example?

What is the difference between product mix breadth and product line depth?

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Activity:

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MKTG3306 Week 3, SE2
11/08/23

Sort Apple’s products into a product matrix.

Simple product lines create:

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 ____________________________________________________________
 ____________________________________________________________

Keep it simple (not simplistic).

The three product levels:

What then is the augmented product level?

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MKTG3306 Week 3, SE2
11/08/23

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Value propositions:
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How are the three product levels related to your assigned reading? Key
takeaways from Levitt (1960):

1.

2.

How can value be communicated?

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Individual activity (5 min): Complete the table below.

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MKTG3306 Week 3, SE2
11/08/23

What we’ve covered:

 Product positioning and extension decisions

 The three product levels
 Value propositions