Scribd Logo
Upload

Welcome to Scribd!

  • Marketing Product

    Uploaded by

    tranguyen14012003
    5 views5 pages
    1. The document discusses the product life cycle of the original iPhone 2G from 2007. It describes the introduction, growth, maturity, and decline phases. In introduction sales were low due to lack of customer familiarity with Apple and smartphones, resulting in losses. Competitors were few. 2. Key product decisions are discussed including quality, features, style, packaging, labeling, and support services. Product line decisions around length, filling gaps, and stretching beyond current ranges are also covered. 3. Branding strategies focus on building brand equity through differentiation, relevance, knowledge, and esteem. Positioning, naming, development through line extensions, brand extensions, multibranding, and new brands are

    Original Description:

    marketing note

    Original Title

    marketing product

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    1. The document discusses the product life cycle of the original iPhone 2G from 2007. It describes the introduction, growth, maturity, and decline phases. In introduction sales were low due to lack of customer familiarity with Apple and smartphones, resulting in losses. Competitors were few. 2. Key product decisions are discussed including quality, features, style, packaging, labeling, and support services. Product line decisions around length, filling gaps, and stretching beyond current ranges are also covered. 3. Branding strategies focus on building brand equity through differentiation, relevance, knowledge, and esteem. Positioning, naming, development through line extensions, brand extensions, multibranding, and new brands are

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    5 views5 pages

    Marketing Product

    Uploaded by

    tranguyen14012003
    1. The document discusses the product life cycle of the original iPhone 2G from 2007. It describes the introduction, growth, maturity, and decline phases. In introduction sales were low due to lack of customer familiarity with Apple and smartphones, resulting in losses. Competitors were few. 2. Key product decisions are discussed including quality, features, style, packaging, labeling, and support services. Product line decisions around length, filling gaps, and stretching beyond current ranges are also covered. 3. Branding strategies focus on building brand equity through differentiation, relevance, knowledge, and esteem. Positioning, naming, development through line extensions, brand extensions, multibranding, and new brands are

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 5

    c7: PRODUCT

    Complete

    Column 0

    Column 1 F

    1. PRODUCT
    WHAT

    LEVEL

    TYPES

    consumer product

    Industrial product

    PLC

    c7: PRODUCT 1
    iPhone 2G 8GB memory storage: 2007
    sale,cost,profit,customer,competitor
    product,price,distribution,ad,sale promotion

    introduction: in the first stage of its life cycle, iPhone 2G sales were low
    because customers were innovators. They had not been familiar with the
    Apple brand, and smartphones. Coupled with high advertising, sales &
    marketing costs, this results in a period of negative profitability/loss for
    the company. There are few competitors to Apple in this phase. price
    $599 . Nine new tv ad, 2000 stories media

    growth: as customers gradually built affinity towards the product, the sales
    of iPhone 2G sharply increased. The cost per customer was reduced to
    the average level; therefore, Apple lowered the price to attract more
    customers. As a result, the profit rose from negative to positive. Nokia
    N59, LG . offer discount 200

    maturity: in this phase, the sales growth became slowdown. As the


    customer already had strong brand awareness, the cost to attract
    customers went lower, leading to dropped profit but still high. By this time,
    the number of competitors declined as weaker competitors dropped out.

    c7: PRODUCT 2
    For example, in 2008, HTC also launched its first smartphone powered by
    Android.
    → Apple introduced a new product iPhone 3G

    decline: customers had less interest in the product, the number of sales
    eventually dipped, and the profits declined. Apple phased out the 2G

    growth-share matrix

    strategies for growth or downsizing

    product/market expansion grid: tool, identify growth through

    market penetration

    market development

    product development

    diversification

    2. DECISIONS
    individual product decisions

    product attributes (quality, features, style and des) → branding →


    packaging (container, wrapper des)→ labeling → product support service

    quality: level + consistency

    features: value to customers vs cost of company

    style and des: appearance, usefulness, looks

    product line decisions

    group of products, similar manner (function), same customer group, same


    types of outlet, a given range of price

    product line length: number of product

    filling: add more items in current range (cannibalization - eat up sale of


    company existing product, customer confuse)

    stretching: lengthens product line beyond current range

    c7: PRODUCT 3
    product mix (portfolio) decisions

    all of product lines

    width: number of lines

    length: total nummber of items within its product lines

    depth: number of versions offered for each product in line

    consistency: close relatation of various lines in end use

    3. BRANDING STRATEGIES
    brand: consumer perception and feeling;

    brand equity: the differential effect that knowing brand name has on customer
    response

    4 perception dimensions:

    differentiation

    relevance

    knowledge

    esteem
    .

    build strong brand

    positioning: attributes, benefits, beliefs and values


    customer mind

    name

    quality, suggest sth, easily pronounce, distinctive, extendable, easily translate,


    available, registration and legal protection

    sponsorship: national brand, private/store, licensed, co-brand

    development: 4 choices

    line extensions: new forms, colors, sizes

    c7: PRODUCT 4
    brand extensions: extending brand name to new product categories

    multiband: diff features → diff segment

    new brand: new brand name when enters a new product categories

    c7: PRODUCT 5

    You might also like