Setting Product Strategy

1. What are the characteristics of product , and how

a marketer classify them .

2. How the companies differentiate the products?

3. Why is product design important and what

factors affect a good design?
4. How a company builds and manages a product
mix?
5. What a company combine to create a co brand or
ingredient brand?
6 . Can a company use packaging , labeling ,
warranties and guarantees as marketing tool ?
Characteristics of a product
Product Classification
Service Differentiator
Kids zone vox cinema
 PRODUCT AND BRAND RELATIONSHIP
Each product can be related to other products to ensure that the firm is offering and
marketing optimal set of products.
Product Line & Mixes
The product systems is a group of diverse but related
items that functions in a compatible manner .

Ipod system include – headphones ,

headsets , cables, cases , armbands ,
power , car accessories and speakers
To make these product and brand decisions
Co Branding
How can companies use
packaging, labelling,
warranties and
guarantees as market
tools?
Packaging
th
Known as the 5 ‘P’ of
marketing mix.
It includes all the activities of
designing and producing the
container for a product.
 Packaging as a
marketing tool
They can act as “five-second
advertisements” and attract customer
attention during self-service
purchases.
 Appearance, convenience,
dependability and prestige of
better packaging can convince
the customer to pay more!!
Package appearance contribute
to instant recognition of the
company or the brand.
 Aid
product
consum
-ption

Identify Convey
the
Packaging product
brand objectives descripti-
on

Assist
home
storage
Colour and structural design of
the package play a key role in
visual marketing of a product.
 “Beware!!! Some package design
upgrades can lead to downfall of sales
too!!!!”
 Labelling

Label is a simply attached

tag or an elaborately deigned
graphic that is a part of the package.
A label can:
Help to identify
the brand

Grade the product

Describe the product (who
made it, when and where
and how to use it?)

Promote the
product through
advanced graphics.
Warranties and Guarantees

is a formal statement
of expected product
performance by the
manufacturer.
Guarantee is an
assurance that
the product is
of high quality
and
dependability.
Extended
warranties
and specific
guarantees
can increase
customer
confidence
and
reliability on
the
product!!!